The sales funnel has been long known as a process to manage or highlight customer development.
It’s a process that every company refers to when identifying, qualifying and selling its products to the customers.
Every stage of the sales funnel has a direct impact on the consumer’s journey towards purchasing your product from your business. Every business, big or small has an existing sales funnel.
You just have to identify the right steps and procedures. Now, people may view the sales funnel process as a cycle instead of a traditional process.
There’s a lot of effort involved in leading and identifying the customer, turning them into a prospect, persuading and convincing them to purchase and adding them to the list of your loyal customers.
Giving them something they can come back for again and again will create a cycle. This in return speaks volumes about their behavior.
Now, this process might seem super easy and convenient in general, but it doesn’t work in the real estate world. With properties, things are different.
When someone purchases a property from you, the chances of them coming back and buying another one soon are slim.
As a real estate agent, it’s quite difficult to rely on customers to generate revenue.
A real estate funnel doesn’t have a cycle.
Real estate agents identify new leads and turn them into prospects while maintaining their list of properties and updating their information.
It’s an inordinate process without a proper sales funnel being followed. Having a proper system that helps you transform leads into clients is what you need.
Here’s how you can create your real estate sales funnel from scratch
1. Establish your presence online
The internet will be your number 1 best friend.
It is the first place everyone looks for information.
People rely on the right information such as reviews. And when purchasing a home, they want some reliable information.
While a client will not purchase a house online, their first stop will be google to check what affordable properties there are.
What you want as a real estate agent is for your properties to be on the list.
Having an online presence is very important.
Purchasing a home is a big decision and no one is going to do it blindly. Working with an agent they’re comfortable with, gives them a sense of familiarity.
A strong online presence will establish your professionalism and familiarity with clients and potential buyers.
This allows the customers to learn more about you. Using social media platforms is a great way to establish a strong presence online.
It gives you a chance to establish relationships and connections with customers.
Creating a user-friendly website is the first step.
Being active on social media is the second.
Website optimization is crucial.
Take advantage of ads and marketing.
Invest in the right type of marketing and maintain your profiles all along. Don’t ignore them once you’ve made them.
It’s a 24/7 job.
Develop a marketing plan to keep every platform and newsletter update.
2. Posting on third-party real estate websites.
Third-party sites are the first place a potential buyer visits when looking for a new home.
It’s never a specific website.
A customer will go through all their options when looking for a new house.
With a third party site, they will be able to see properties fitting into their price range.
It allows them to have an idea about what they can afford, as well as know about different realtors and connect with them.
Not being present on these sites could mean you won’t have access to potential leads and buyers.
Listing your properties on this site can help create leads for you, without any marketing.
Descriptions, good images, and details are enough for the site. The rest will be done by the third party site itself.
The third-party site will automatically fetch outside valuable information such as nearby spots, nearby schools, prices, history, realtor’s information, reviews, etc.
To give a clear idea to the customer.
This sort of information is perfect for educating clients before they connect with you.
They understand better and have an idea about how the house they’re looking at compares with the others in that area.
With a third-party page, you want to be sure you accurately fill out all the information.
Attach a complete profile of the agent and attach links that redirect to your website as well.
Your third-party page will provide the potential buyer with the information they might engage with before contacting the agent.
3. The landing page is key
When a potential buyer visits your sales funnel, they will want to see the available properties
Many real estate agents showcase their properties by creating property pages.
However, making a unique page for each property is a good idea but a single web page isn’t enough to generate leads.
Turning those property pages into landing pages will change the way things work.
A landing page shouldn’t just showcase the pictures and descriptions of the property’ s features.
It should attract and persuade the potential lead to take action and make a decision.
Adding a contact form for details on the landing page will make it easier for the customer to connect.
A click to call button is also a good call-to-action step.
This page is the first connection a prospective buyer will have with you.
The page should be inviting and professional at the same time. A lot of formal languages can make the user feel awkward and shy.
4. Adding opt-ins on your sales funnel.
While a landing page is is the first step in collecting information about a possible lead, you still want to know about leads who want to schedule a showing as well.
To collect different information, add in different opt-ins throughout the site. You can do this through a pop-up.
It will appear after a certain time or action the user performs.
No matter what the opt-in you choose is, you will need to give something in exchange for your leads valuable information.
Some people don’t want to share all of their personal information because they don’t like excessive messages or unknown calls from sales, even if they’re interested.
Webinars, updates, offers, free stuff, newsletter updates, etc, will entice the lead to give their information.
Being creative with the opt-ins you choose is a great way to generate new leads and turn visitors into clients.
5. Create segmented email campaigns.
Every lead you receive will be unique.
Every one of them will have different needs, different budgets, different preferences.
To ensure you have proper access to potential buyers, you need to focus on different varieties and different campaigns that cater to the different needs of the buyers.
A more personalized message will get more response than an automated boring one.
Dividing your email list into different categories is important.
Divide them according to locations, size, and cost.
One of the most important categories you need to divide by is location.
When a lead fills in the information form, they will have an option to add in the city or the zip code.
This information will allow them to view houses in that area. Segmenting by cost and size of the house comes next.
This is super important as well as it gives the client a better understanding of what to expect.
When a lead asks for different information from about different houses or different locations, then you can send customized information about the properties you have available suited according to their preference.
With segmented lists, you’ll also have to take care of another list for different updates like company info, offers, newsletters, etc.
You should always think about implementing automation tools when carrying out email campaigns.
Automating your emails will make sure that every individual is receiving the information they need.
You don’t have to double-check and this will make things so much easier for you.
While all this is important, you will want to make sure the emails you send out, no matter what information they contain, should be friendly and personalized.
Using the proper warm welcoming language and ending it will a unique send-off should make them feel cared for.
The lead should feel comfortable and happy when they receive an email from you.
6. Use targeting ads on platforms.
Purchasing a home is a huge investment.
It’s a serious purchase and you shouldn’t expect a lead to convert into a buyer as soon as they visit your profile.
They’re not likely to convert on their first visit, but that doesn’t mean they’re not serious. You just need to keep them on their toes.
A retargeting campaign is known to show up ads on newsfeeds or platforms.
This will give them the final push to redirect to your site and check out more properties.
Retargeting campaigns help you by doing this. It puts ads on Facebook and Google and fetches new leads that weren’t even their in the first place.
On both platforms, you will have to identify the audience you want to view your site.
These ads act as reminders.
They pop up while they’re browsing online. Creating an attractive landing page for those visitors who’ve visited previously will work pretty well.
This landing page for those visitors can push them to take action or think seriously about converting into a prospect. These ads work by allowing the visitors to organically move their way back on to your website.
By getting rid of the call to action methods and persuading them to check out the site, you will be able to convert a visitor into a serious potential buyer.
While sales funnel isn’t that hard to understand.
In the real estate industry, it’s a real challenge.
It’s complex and a lot of time is invested in it, but it is definitely not impossible.
Everything takes time, and it takes more than a few months to actually get a lead make their way through every stage of the sales funnel.
It’s a slow process that requires a lot of care, time, effort and patience
(especially if you do it with organic traffic, paid ads speeds up the process)
But with the right strategy, style and sales funnel in place, the whole process can become so much simpler.
The real challenge is in keeping the client attracted.
Essentially, it all lies in understanding the client in the end.
There are 5 steps every real estate agent needs to add in the sales funnel process.
- Establish a strong online presence. Keep working on it and grow it.
- create attractive landing pages. Landing pages are not property pages.
- Choose the right opt-isn and Strategically add them throughout the website. Encourage call-to-action methods.
- Divide the email lists. Apply segmentation to send personalized and friendly emails to possible customers.
- Invest in targeting ads. Spread them on Facebook and Google.
These steps are enough to get you started.
How you stick to them throughout the journey will do the trick.
Attracting buyers isn’t easy.
You need to create the right strategies and pay close attention to the minor details when it comes to the clients.
Make the right adjustments, focus on their needs and wants, and invest in good CRM.