Creating a Sales Funnel If You’re a Real Estate Professional

Written by Ashley Sutphin Posted On Sunday, 05 February 2023 00:00

A successful real estate agent knows how important it is to nurture leads and continue building a steady flow of clients. The more clients you have, the more you grow your business and become increasingly profitable.

When you have a sales funnel, it’s a way to move your potential clients along through the process, hopefully getting them to a point where they sign a contract.

Great automation solutions and platforms let you build sales funnels and cultivate relationships with leads without too much time or repetitive work required.

What is a Sales Funnel?

Understanding what a sales funnel is can be important for real estate professionals who want to close deals.

A funnel can move from the earliest stages of brand discovery to final purchase, and the funnel represents the client journey. Funnels aren’t just part of marketing in real estate—they’re used across many businesses.

The stages might include awareness, interest, desire, and action in a traditional funnel.

When you have a well-defined funnel, you also understand the interest your prospects have in your services at different points in their journey. As you track the funnel, you can figure out how to approach each individual lead and the best messaging to resonate with them wherever they are in their journey.

When you have the right type of communication and strategic timing, you can avoid the risk of being too aggressive with prospects early on or focusing only on the hard sell when they aren’t ready for that.

With the availability of so many online resources at people’s fingertips, it’s more important than ever before to have a sales funnel. If you don’t have a funnel, you might get the traffic but not secure leads.

Using a CRM

If you aren’t already using a real estate customer relationship management (CRM) platform, you’ll need to as you build a funnel. You will be able to figure out your qualified leads and see where your leads are in the funnel through the centralized visibility of your CRM. You can also use it to track your interactions with customers.

As a real estate professional, it’s likely you interact with potential customers quite a bit before they commit, which makes it a unique industry.

While your CRM is very valuable foundationally to a funnel, it’s not going to build the funnel for you.

You’ll want a solution that makes it easy for you to customize a funnel.

Designing a Strategy

The first thing you should do is design your overall strategy.

For real estate, the initial step in the strategy is often lead capture. This is your first point of contact with a lead that comes from an outside resource like paid ads or social media.

Then, as the lead moves through the funnel, you want to focus on two things—communicating with them and gathering more information about their preferences and needs.

As you’re moving through your sales process strategy, you want to foster a sense of trust.

Then, eventually, the hope is that someone who was initially a lead becomes ready to sign a deal.

Choosing a Digital Tool

When you invest in a good digital tool to create a funnel, it will make everything else easier. There are drag-and-drag options that are simple to use and give you everything you need to create a great funnel.

From there, once you choose a tool, you have to maintain communication.

Research shows around 80% of sales happen after someone has had at least five points of contact after an initial meeting.

Optimizing Your Funnel

When you’re a real estate professional creating a sales funnel, you want to design a landing page that initiates a sense of urgency or scarcity for your audience. You should split-test your landing page, changing details like headlines and call-to-action until you figure out what works and what doesn’t.

If you aren’t sure where to start, research your competition.

You can have different landing pages for varying groups of potential clients. For example, you could have a page optimized for buyers and one for sellers.

Then, once you collect information, you use emails to turn prospects into clients. You can automate your funnel creation tool with your CRM, and eventually, you’re going to be able to put the majority of your marketing on autopilot.

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