In any sales business, all the money is in the lead follow up. And what we’ve seen happen—coming off that white-hot 2020 to first half of 2022 market—is that agent skill sets have gotten weak. 

We’ve talked about this before. And really, where it’s weak is in the lead follow up. 

So many agents call a lead once and then discard it. They mention some sort of agent interaction, and they don’t follow up with that person again. 

There are simple things everyone can implement right now in their business—literally as soon as you’ve finished reading this—that will help you follow up with leads better, engage them in a way that will make them want to work with you, and build relationships with them. Because that’s what folks are looking for. 

In the pre-2020 market, it was about building a relationship, building rapport, understanding the consumer’s needs—whether it’s buying or selling—and then helping them achieve those needs. 

It’s not about being pushy or having some amazing sales script (although scripts matter, don’t get me wrong). It’s about building a connection and being the agent of choice and the knowledge broker. 

So, here are things you can do with anyone you come across to build that relationship. 

One call is not enough

The first thing is to call more than once. We know, statistically, for any lead that comes in, calling ten times and texting six times in the first 14 days will jump your conversion rate. 

So, 10-6 your leads when they are inbound. And the same thing goes for an outbound—whether it’s an expired, a for-sale-by-owner (FSBO), or something else, all the conversion happens after six-plus attempts. 

Very rarely is it the first call that converts. And so many agents are so lazy right now that they don’t call more than two or three times. They’re not following up more than a couple of times, and it’s killing their conversion. 

Then they’re saying, “Oh, the leads are horrible. The leads are bad.” The follow up is the issue here. 

So, step one, 10-6 leads—ten calls, six texts. The more you reach out to them, the better off you’re going to be. 

Get your leads on a property drip

The second thing you can do is get everyone on a property drip, whether they’re selling or buying. And if you do this, you’re hitting their email inbox on a regular basis, giving them what they want: 

  • Sales activity—if they’re a seller
  • Homes they could potentially purchase—if they’re a buyer

For home sellers, send them homes like theirs that are selling in their neighborhood, in their school district, in their municipality, and give it to them a couple of times a month—or once a week. In most CRMs, you can pick the frequency for sending this information. And it’s giving people data they actually care about. 

So, instead of you as the agent trolling them—saying, “Hey, I’m calling to see if you’re ready to sell” (because we know that doesn’t work)—you’re giving them data that actually matters. 

For buyers, it’s a little different. Inventory remains a challenge. And what I know is if you can expand people’s areas, unless they’re locked into a school district or locked into a town for family reasons, send them properties located outside the areas they specify—the adjacent towns and neighborhoods. Because if you’re only sending them one or two homes a week, that won’t get them excited. 

What will get them excited is sending other properties that are maybe right over the municipal line or in the next county over, but it happens to be five or six blocks away. 

That’s what people want to see. They want to know all their options. And there’s a way to do this properly instead of arbitrarily sending homes. 

So, get every single person you have on a property drip because they want to know what they can purchase or what properties are selling for. 

This is just the beginning. We’re just talking about calling and texting frequently. This is not hard. 

Prepare to drop useful knowledge in those phone calls

The next thing you can do to deliver value-based follow up is use market data in your phone calls. Don’t bother calling just to say, “Hey, I’m checking in to see if you’re ready to move.” 

Try this instead: 

“Hey, did you see rates went down a quarter of a percent last week? I’d love to show you what that means for how much home you can afford and how that will affect your monthly payment.” 

Or… 

“Did you see what your neighbors got for their home up the street? They got 10 offers in! Can you believe it?”

That will get people’s attention. The voicemails you leave and the calls you make have to be value-based, with some sort of market data that compels people to want to talk to you. Checking in and following up doesn’t cut it. And this is where so many agents drop the ball. 

They go through the motions and don’t actually build relationships. 

Know your client

The next step is you’ve got to know what’s going on with your clients. If you’re working with someone and showing them homes, you need to know the answers to these questions: 

  • Where do they want to buy?
  • What’s their price point
  • Are they getting a mortgage?
  • How much cash can they put down? 
  • Are they approved yet? 
  • Are they working with another agent—or have they talked to one?
  • Are you able to clearly identify their motivation and reason for moving?

If you can’t answer these questions, and the notes aren’t properly documented in the CRM, you don’t have a real client because you’re not asking the right questions. 

So many agents rely on their memory to tell them what to do. Use the resources you have, and make sure all this stuff is documented. 

Follow these simple steps—and we’re not talking about any of the advanced stuff here like sending videos or sending video market updates or double-tapping your leads. We’re talking about the basics that any sales organization that knows how to train people is talking about: 

  • Ten-sixing your leads—ten calls and six texts in the first 14 days
  • Putting people on property drips
  • Giving market-based follow up with value
  • Making sure you understand the motivation and all the information you need to determine if these people are going to be able to transact. 

That’s it. That’s all we’re talking about here. So, if you’re not able to do that, the leads are not the problem. It’s your follow up. Your follow up is not up to snuff. 

And that’s why you’re not selling more homes.