I’m sure this has happened to you before. You had a great conversation with a potential client, specifically a seller, and couldn’t get the appointment. And you didn’t know what to do next.
Before we get into the hacks and the tactics, here’s what I know: all the money is in the follow-up.
The average realtor only follows up 2.5 times—not even three times. All the sales conversion happens at 6+ attempts. And 66% of consumers would rather watch a video about a product or service than read about it.
Knowing that, I’m sharing six ways you can follow up with someone after a great conversation. Because you’ve got to follow up if you want to get that listing.
The sad fact about this is that most agents don’t do anything. One or two calls, they’re out and moving on to the next person because they’re focused on the results—not the activities needed to get the results you want.
So, let me break these down for you.
#1: Send a Personalized Video Email with Your Credentials
By credentials, I mean a sales resume—about you, your team, your brokerage, your organization—and reviews from real clients.
Send your credentials with a personalized video (yes, it needs to be personalized) after a great phone conversation. In the video, you could say something like,
“Hey, Nick! Thanks so much for taking my call just now. I’d really love the opportunity to show you exactly how I can help you. And in order to give you a better idea of the results I deliver, check out the links below, so you can understand exactly how I can assist you with this big financial decision you’re about to make. I’ll make sure to follow up as planned, and we’ll go from there.”
It’s a simple video; it’s personalized, and it’s one-to-one sales. This is stuff that nobody does. A video like that goes a long way, and services like BombBomb make the process of personalized videos quick and easy.
And then the key is to follow up and call back when you say you will.
#2: Write a Handwritten Note to the Potential Seller
Next, you could send a handwritten note. Do not use the services that are supposed to look like handwritten notes because everyone can tell those are printed. Take a few minutes to write one yourself.
The note could say something like, “Dear Nick, Thanks for taking the time to speak with me today. I would love to show you exactly how I can get your home sold and get the best price. I’ll make sure to follow up as planned. And if you need anything in the meantime, feel free to reach out to me. Here’s my cell….”
You know why this is effective? Because nobody sends out handwritten notes. Think about the last time you got a handwritten note. It probably doesn’t happen often.
#3: Follow Up with Sales Data
When presenting data, give some relevant market information about their home. Most agents try to protect the data. They don’t want to show it to anybody unless they can get the appointment.
But here’s the thing: any seller can go look up what any home sold for on Zillow, Redfin, or another website. There’s no longer the ability for agents to hold on to the data and not share it unless they get an appointment. In my view, it’s better this way, because it’s best for the consumer.
So, send relevant sales data and make it relatable for the consumer. With it, use a script that says, “Hey, here’s what’s going on in your neighborhood. And to give you a really effective and accurate evaluation, it would be best for me to come over and take a look at the property.”
If you get push-back on it, simply tell them, “It would be malpractice for me to give you a value on your home without seeing it in person.” Use those words exactly.
When you follow up with sales data, you’re providing value. You’re showing you’re there to help them, not just to get an appointment and sell them on the property.
#4: Send Them a Monthly Market Update (Using a Bulk Email)
This must be a targeted list—so maybe your hottest seller prospects.
Make the monthly update personalized but evergreen. Come in with an intro that’s something like, “Hey, it’s Tom Toole here. I know we’ve been talking about getting your home on the market in the next six months. So, I wanted to let you know what’s actually happening in the market now so you can make a well-informed decision.”
And then, go into the stats, and explain what it means.
You want to have a targeted list because 1) you don’t want to be spamming people, and 2) if you send it out to too many people, it won’t be relevant.
You can film the video once, test out subject lines, and test out the body of the email so people can understand what you’re talking about. But remember, it should be about the video and nothing else.
That’s what people want to watch—at least 66% of consumers, according to HubSpot.
#5: Send Market Updates Regularly
Meaning, “Here are all the homes that are selling in your township, in your town, in your neighborhood.” This can be sent using an automated system, like your CRM, so that you’re constantly sending relevant data.
Sellers care about what’s happening in their market. They want to know what their home is worth. Even people not in a real estate decision-making phase want to find out what homes are selling for. It’s human nature.
So, get that automated because once you set it, you can forget it and then do your usual follow-ups as you normally would.
#6: Be the Knowledge Broker
What I mean here is to have all the data. You have to have an insane amount of market knowledge. And then, when you see a home that sells that’s relevant to a client or prospect, send it to them.
Be the knowledge broker, and share the headwinds in the market, news in real estate, and specific, hyper-focused sales activity.
That’s six creative and effective ways to follow up with a potential client. And here’s the thing: this will all work if you take action. You can know how to sell houses, you can know how to market a property, and you can know all the things you need to do during the transaction.
But without clients, you won’t close deals. Taking action with follow up is what gets you more sales, period.