For most top agents, lead generation is a daily focus, usually taking up 2-4 hours each day. That adds up to around 10-20 hours a week just finding new leads and prospects. But once they’ve got a lead, then what?
With such a high cost to acquire new business, it’s crucial to make the most of every lead. Losing even one lead can feel like a disaster. Sure, selling a £500,000 house at 2% commission gives you £10,000 upfront, but what comes next? If you impress that client enough that they refer three friends, you've just saved two weeks of prospecting. That’s huge, especially since most agents agree that they are five times more successful with word-of-mouth referrals as opposed to purchased leads. So, losing a lead is more than just missing a single sale; it’s missing out on all future opportunities. This is why lead nurturing is so important for estate agents.
The golden rules of lead nurturing for estate agents
Once you’ve got a lead, the real work begins. It’s not just about collecting contacts—it’s about building relationships and turning those leads into clients.
Lead nurturing is the difference between a one-time conversation and a long-term partnership. But how do you keep those relationships alive and moving forward without being pushy or overwhelming? Let’s break down some key rules for effective lead nurturing.
Respond, and quickly
Always respond. That’s a no-brainer. But the speed at which you respond to leads is also critical. Following up with a lead within five minutes makes you 21 times more likely to convert them into a client. Yet, most agents take an average of 2.5 hours to respond. That is, if they actually respond; 13.3% of genuine seller leads were not responded to at all.
When buyers are considering multiple options, the agent who responds first often secures the business. Quick responses boost conversion chances since clients are likely reaching out to several agents at once. A fast reply shows professionalism and attentiveness, building trust. It also reduces the chance of losing the client to another agent who replies sooner. Whether you're working with buyers or sellers, responding promptly shows you value their time and are serious about helping them reach their goals.
Keep a follow-up schedule
Consistency is key when nurturing leads. Set reminders to follow up at key times, even after the first contact. Whether it’s a quick check-in or a personalised message, regular communication makes a difference.
Consistent contact post-transaction keeps clients engaged and reinforces the relationship. It shows you value them beyond the sale. By staying in touch and offering relevant updates, you can position yourself as the go-to for future property needs, leading to referrals, repeat business, and stronger long-term relationships.
Personalise your communication
Everyone wants to feel like they matter, not just another name on your list. Make sure follow-ups reflect what your clients are looking for. This shows you’re paying attention.
Clients also prefer communication that’s tailored to their needs and situation. This personalised touch makes them feel valued and improves their overall experience. When updates are relevant—like property recommendations or market insights—it boosts satisfaction, too. Happy clients are more likely to trust you, return for future business, and refer their friends and family.
Leverage your past clients
Staying in touch with past clients is an easy way to stay top of mind and turn them into a great source of referrals. A simple way to do this is by keeping track of their milestones, like sending a quick congrats on their home purchase anniversary. It’s a small gesture that shows you’re still thinking of them and keeps things personal. You could even throw in an update on their home’s value to keep the conversation relevant.
Every now and then, send a note asking if they know anyone looking to buy or sell. Offering a small incentive, like a gift card or thank-you gift, can help encourage them to spread the word. In addition, hosting exclusive events or just staying active with email campaigns and social media keeps you on their radar. These touchpoints make it more likely they’ll refer you or reach out when they’re ready for their next move.
Include your buyers
A common mistake agents make is not giving buyers the attention they deserve. Sixty-eight percent of homebuyers are dissatisfied with their agents. While it’s crucial to have listings to sell, treating buyers well can be just as important. Ignoring buyers could mean missing out on future business or sales opportunities. Buyers often become sellers or even investors with multiple properties, and failing to nurture these relationships can lead to missed deals.
Be persistent
Deals take time to come together. Not everyone is ready to sell right away, but that doesn’t mean you should lose touch. Keep the relationship alive by checking in regularly with a quick, friendly message, or sharing something useful like a market update, local trends, or resources. This way, when they’re ready, you’ll be the first agent they think of. Be persistent but don’t be pushy. Find the right balance between being present and giving them space.
Leverage technology to manage your estate leads
In today’s market, estate agents who leverage technology have a clear advantage. It’s no longer enough to rely on spreadsheets and sticky notes. You’re probably aware of the benefits of a real estate CRM, but to really elevate your game and get more deals, these are the five must-haves:
1. Centralised lead manager
Juggling leads from different websites, portals, and social platforms can be overwhelming, so a centralised platform that pulls inquiries from multiple sources into one place makes it easy to manage and prioritise leads without missing a beat.
2. Instant notifications
Time is everything in real estate. If you can get instant notifications when a new inquiry comes in, you can follow up immediately, ensuring you’re always one of the first to make contact. This speed alone can set you apart from the competition.
3. Automated reminders
Automated reminders help you follow up on time, ensuring no lead falls through the cracks. It’s even better if you can set custom reminders that fit your specific workflows. Find tools that allow you to track key client milestones—like home sale anniversaries or events like mortgage updates. This keeps you connected with past clients and turns them into repeat business opportunities.
4. Customisable communication
Make sure you have your client’s preferences and past communications on record. This allows you to personalise your follow-ups, send messages that resonate with your prospects, making them more relevant and impactful. Whether you’re sharing market updates or property suggestions, a personal touch can make all the difference.
5. Data-driven insights
It’s crucial for you to know what’s working and what’s not. Opt for tech tools that offer data insights, like how effective your follow-up efforts are or the best times to reach out to leads. This helps you fine-tune your strategy.
The right technology isn’t just about saving time—it boosts your efficiency, and helps you build stronger connections with both sellers and buyers. Now’s the perfect time to take a fresh look at your estate agent CRM to ensure it has all the must-have features mentioned above to ace your lead nurturing. Or, feel free to reach out to us—we’re here to help make your day-to-day easier, whether it’s organising your leads, managing follow-ups, or sending more personalised messages.
