How to Turn Your Leads into Listings

Are you looking for a way to get more listings? If so, you’re not alone. And today’s market can make that feel like an uphill battle. Mortgage rates, home prices, and inventory are all making homeowners think waiting may be a better bet than selling.

So, how do you get your foot in the door? It all depends on your strategy.

If you’re only cold calling, people may see you as pushy – and that’s probably not going to land well with someone who’s on the fence about selling their home. So, rather than trying to convince strangers you have their best interest at heart, what if you focus your efforts on the people who already know you?

That’s exactly what top agents are doing right now. They’re going back into their databases and re-engaging their library of contacts. And here’s why this shift in strategy is such a game changer.

Existing customers are 60-70% more likely to convert compared to new ones. And new leads only have a 5-20% chance of turning into anything real.

Turning your database into a listing machine is simpler than you think, but only if you have the right plan and tools. Here’s what you need to do to take advantage of this untapped goldmine.

Is your database a little…messy?

The first step to maximizing your database is making sure it’s organized. If your CRM consists of a bunch of names and random, unhelpful quotes, it’s time to clean it up.

Although it might be a total pain at first, this is an important step in making sure you’re communicating to the right people in the right way. For example, you wouldn’t talk to a lifelong friend the same way you would, say, your dentist.

Create a system that works for you and stick with it.

For example, here’s one way to organize by relationship:

• Closest: immediate family, great friends
• Close: extended family, good friends
• Clients: past, present
• Professional: acquaintances, lawyer, doctor, dentist, teacher, etc.
• Community: neighbors, tennis partners, PTA members, business owners
• Open House attendees
• Leads: search, social media, ads, referrals

Once you have this foundation, you can elaborate from there and get as granular as you want. Just remember, while details are important, don’t overcomplicate your process. Clean and simple is always the best rule of thumb.

Once you have your database organized, it should stay that way.

Try and spend at least 10 minutes a day cleaning, organizing, and combing through your leads.

This will save you a lot of headaches in the long run, and allow you to build an effective contact system. Emphasis on effective.

Many real estate agents aren’t good at working their database, and that’s usually because it’s not organized. By spending time in it each day, you’ll skip the “spring cleaning” and be able to jump right into building out a winning game plan to nurture those existing leads.

A CRM, or Customer Relationship Manager, can be a valuable tool to help you get the most out of your database. A good CRM can help you manage almost all aspects of your business, from tracking and managing leads, to sending drip campaigns, booking appointments, and more.

It’s an easy way to increase productivity by setting your lead nurture on autopilot. It makes your planning and outreach a lot more efficient and effective. And that creates a higher rate of conversion.

Once you get your CRM set, start building out your drip campaigns. These emails are customizable so you can follow up with your leads during different parts of the customer journey. You can make them as simple or as detailed as you’d like. Start off with a welcome email, and then build out your campaigns from there. Just remember, keep your voice personable, your emails straightforward, and your contact information visible.

The key to a good engagement strategy is offering value and keeping your leads, well, engaged. You’ll want to have meaningful and hyper-relevant content to share to get the job done. You could create that on your own, if you have the time. Or you could use a trusted resource like a KCM Membership that gives you a wide range of shareable options, including new posts every weekday. Here are just a few examples to show how to nurture your existing contacts in all new ways:

• Infographics to show how changing mortgage rates impact their monthly payment
• Blogs and scripts with professional visuals to show buyers how much inventory is changing
• A tool to calculate how much equity your clients have to help get them off the fence
• Guides on everything buyers and sellers need to know about the market each season

When you share this with buyers and sellers you’ve worked with in the past, they’ll see your name, take a look at the value you offer, and be reminded all over again why they picked you in the first place. Your market expertise will shine, and they’ll naturally turn to you as their go-to listing agent when they’re ready to move.

So, there’s no more spending time putting something together or looking for something to share. You can even set the content to auto post to keep your existing leads toasty and warm at all times.