Agents, lead conversion can be tough. You have to strike the balance of proving your value, showcasing your experience, and being persistent enough to win the lead over and turn them into a client. We’ve created a 7-day real estate lead conversion plan you can follow to help strike this balance and increase your conversion rate. Let’s take a look at what your next steps need to be.

How do you define lead conversion?

Before we dive in, we need to address the definition of lead conversion head-on here. Yes, agents — we know you already know what lead conversion means! But we want to be clear because this isn’t a blog where we tell you how to get online consumers to submit a form or reach out to you. Instead, we’re breaking down the steps you need to take to get a lead (regardless of the source) to become a client. Sound good? Great! Now, let’s get into your plan.

The ultimate lead conversion plan for real estate agents

As an agent, you know real estate lead conversion is one of the most crucial parts of your business. By zeroing in your focus on not just generating more leads, but actually getting them to turn into clients, you’ll increase your revenue, gain more experience, and increase your odds of getting even more clients. 

Here’s everything you need to do, step by step, over the course of a week to convert your real estate leads. We’ll dive into the details below. 

• Day 1: Follow up and make your introduction 
• Day 2: Stay on top of your outreach 
• Day 3: Get them into a nurture campaign 
• Day 4: Keep being persistent 
• Day 5: Distinguish yourself from other agents
• Day 6: Start easing up a bit
• Day 7: Send one last text and email 

Day one: Follow up and make your introduction

No matter the source, you already know you need to respond to your lead as quickly as possible. Still, it’s important to not follow up with just a simple “hello,” but with an impactful introduction. After all, they don’t know you just yet, aside from knowing you’re a real estate agent. Prepare your powerful elevator pitch and ensure it’s concise, memorable, and straight to the point.

This is your first time connecting, so don’t overwhelm them with information, backstories, or other tedious details. Give them what they need to know to feel reassured, informed about how you can help them reach their goals and confident in moving forward working with you. This can look like a voicemail you leave followed by an email, or even a text message asking to connect at a better time. Maybe something like:

Day two: Stay on top of your outreach

Haven’t heard back from your lead just yet? Don’t sweat! People get busy or distracted really easily in a fast-paced world, so bridge the gap by keeping up with your outreach. Send a gentle reminder email or text message letting them know you’re excited to meet and here to support their real estate goals. Showcase your motivation to partner with them as an agent, get a deeper understanding of their needs, and ensure your tone is empathetic, trustworthy, and of course, friendly!

Day three: Get them into a nurture campaign

Maybe your lead responded with a lukewarm reply, or won’t hop on a phone call. No worries; you’ve got a plan. Put them into a nurture campaign while you await their response. But make sure it’s not just any nurture campaign. It should be jam-packed with short but sweet, impactful email content that shows your value, experience, and expertise. 

Hint: if you can add in a testimonial from a previous client, especially if they came from the same type of lead source, all the better. The lead should read each email and immediately know what you can do for them, feel educated enough to move forward, and know how to contact you easily.

Day four: Keep being persistent

Don’t give up! Four days in might seem like you’re bugging the lead, but trust us, you’re not. It’s not uncommon for agents to give up if a lead goes ghost, but you’re not like other agents, are you? So remain persistent! On day four, send another short text and leave another voicemail — but this time, at a different time of day than you’ve been reaching out before. 

The lead is interested in making some kind of move but might be intimidated enough to get started. Or, you might just keep catching them at a bad time, or before their day gets hectic. Let them know you’re available and here to help them navigate their next steps, even if it’s just a quick phone call.

Day five: Distinguish yourself from other agents

What is it that sets you apart from other agents in your local area? After all, the lead you’re working to convert might have reached out to those other real estate pros, too. Pull out all the stops of what sets you apart in a sea of agents. What is your most recent win? Do you have a designation or specialty? Is there a real estate skill you’ve really honed? 

Whatever it is, make sure to call this out and position it in a follow-up email. This proves your value and shows your experience, so you can continue to equip the lead with the information they need to move forward, reach back out, and start working with you.  

Day six: Start easing up a bit

If you still haven’t heard from your lead, take a deep breath. They really could just be busy, and remember, you’re still within a week’s time frame. This is where you can take your outreach to follow-up emails only. Give the phone some time to cool off, and lean on emails you send to check in and also supplement your nurture campaign. Make sure you’re as upbeat and enthusiastic to help as you have been since day one; don’t let them know you’re pushing hard to convert them or getting discouraged by their lack of response. You’re the expert here, and you need to ensure they know you’re available to support them.

Day seven: Send one last text and email

A week has gone by, and if the lead hasn’t bitten yet, not all hope is lost. This is where you can keep them in your smart nurture campaign, and set reminders to yourself to follow up in the coming weeks. For now, send one final text. This drives urgency, lets them know you’re there when they’re ready, and keeps the door open. It’s also still persistent; you’re not saying goodbye, but you are acknowledging their silence while showing it hasn’t swayed your interest and support. This text, along with your nurture campaign, will still give the lead ample opportunity to reach back out to you.

You can get serious leads from Realtor.com PRO

Lead conversion can be tough. It can feel like a delicate dance or an uphill battle, or maybe everything in between. But you’re a proven real estate expert and you’re not easily swayed. Follow this 7-day plan to boost your odds of driving your leads to conversion within a week’s time, no matter how long they take to reply.

While you do this, you can lean on Realtor.com to help you find leads who are seriously searching in your local market. In addition to active leads, you can also get powerful conversion tools designed to support your pipeline, convert your leads, and keep your business growing. How? With Connections^SM Plus, our powerful lead generation and conversion solution. Get connected with ready home buyers who are actively looking for homes in your area.