Ways to Improve Your Email Lead Follow Up Results

Email is one of the least expensive and most effective ways to directly communicate with your leads with a $38 ROI for every $1 spent.

But let’s face it, it’s tough to know what to send and most importantly, how to get your readers to open up your follow up emails and not send them straight to trash or junk mail.

You have roughly 0-3 seconds for your recipients to decide if your emails are attention-worthy, which is basically the blink of an eye.

How do you make your follow up emails stand out to your database?

We’ve put together some ways you can improve your email lead follow up results using your KCM content.

Open House Follow Up | Buyer & Seller Guides

On the day of your open house, have a printed copy (you could get fancy and print it on nice quality paper and have it bound) of your buyer guide on display and use this as a way to get people to sign in. Have your iPad or sign-in sheet next to the guide so they can flip through and read it before/after they sign in.

Immediately following your open house, send those who visited a personal email and include a copy of the guide. They’ll appreciate that you didn’t blast a mass email out to everyone who attended and took the time to write a personal note to them. They’ll also appreciate that you’ve provided them something of value, answering questions they may not know they had in the first place.

It’s typically not feasible to send personal emails all the time, but we encourage you to do so as often as you can because most can spot a generic email blast from a mile away.

Many people attend open houses without first having an agent because they’re in the “just looking” phase. Along with the guide, entice them with similar listings in the same area and price range to shift them into buyer mode.

Here’s a sample of an email we’ve created for you:

Hi [Contact Name],

It was great to meet you last night at the [open house address]! I hope you got a good lay of the land and enjoyed the renovated kitchen and spacious backyard, as I know these two features are important to you and your husband.

In the meantime, the process of buying a home can be very overwhelming, but you don’t need to go through it alone.

I put together a guide for you that will answer many of your questions, and likely bring up a few things you haven’t even thought about yet. Just click the button below to read it now.

Read Your Guide Now

If you have specific questions about the house or the home buying process, just reply to this email. I’m always happy to help.

Best,

Pend Guin

pendguin1m@gmail.com

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Buyer Follow Up | Blog Posts

If you struggle to come up with the right type of content to email to your leads that’s going to provide them value and education, you’ll find plenty of content in your daily blog. You have the option to search older blog posts that are still relevant by category.

This type of content also works really well for those leads that might not be quite ready to buy and need nurtured a little longer than others.

Many agents fail to nurture the leads they generate via email because it does require time and the right type of content to put together a successful email campaign.

But, if your leads stop hearing from you or the content you’re providing them is irrelevant to them, they’ll stop opening your emails all together or move on to another agent who understands their needs better.

Here’s a sample we’ve created for you linking to a blog post on the importance of pre-approval. Many first-time homebuyers don’t realize this is the first step in the process, so this is a great way to inform them without being pushy. And if you can refer them to an experienced loan officer, even better!

Hi [Contact Name],

Buying a home is one of the biggest decisions you’ll ever make, and the process can be intimidating for anyone. My goal is to help you become familiar with the homebuying process, and how I can best serve you and your individual needs.

The first step in the process to consider is getting pre-approved. This shows home sellers that you’re serious about buying, and it often helps speed up the process once your offer has been accepted.

Even if you’re still on the fence about buying a home, having your approval in hand will be beneficial if you happen to stumble upon a place you absolutely can’t live without.

I actually put together a quick article on the specifics around getting your pre-approval. Click here to take a look!

Let me know if you have any questions or would like some guidance in taking this first step. I’m also happy to connect you with one of the most experienced loan officers in town if you’re ready to get started.

Just reply to this email, I’m happy to help.

Best,

Pend Guin

pendguin1m@gmail.com

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Seller Follow Up | Infographics

Infographics make great visuals for your emails and help break up the text. There are many seasonal infographics that can be used as a way to keep in touch with past clients (looking to move up this season?) so you’re not just sending them generic check-in emails. This is an example of one you can use, but there are many to choose from online here.

4 Reasons to Sell This Fall [INFOGRAPHIC] | MyKCM If you send out a newsletter, this is also a great place to utilize the infographics.

Here’s a sample email we created for a seller with six graphs highlighting the current state of the market:

Hi [Contact Name],

Nationwide, housing inventory is low, meaning there is less than the six-month housing supply needed for a normal market. This drives buyer demand, creating the perfect time for you to sell your home!

There’s a ton of chatter and misinformation happening right now regarding a potential recession, which might cause you to think now is not a good time to sell your home.

A recession does not equal a housing crisis, and I want to provide you with the facts to help you make a well-informed and educated decision during this process.

I put together six-graphs that highlights the strength of the current real estate market.

Take a look when you have a second and let me know if you have any questions about the selling process. Just reply to this email, I’m happy to help.

Best,

Pend Guin

pendguin1m@gmail.com

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If you have trouble finding the right words to say, all of the infographics contain highlights you can use to help craft your email. Others link out to related blog posts that you can pull verbiage from as well.

Email Follow Up | Charts & Graphs

Charts and graphs from your monthly market report are visually appealing and come with a script you can refer to or copy and paste the words directly into your email.

There’s a little something for all of your leads in the monthly market report graphics that are very timely to what’s happening in the market right now.

You also have the option to download a PowerPoint version of these slides and customize with your own local data.

Follow Up With a Personalized Video

There’s a major shift in video across social media and it’s safe to say that it’s not going anywhere soon. What better way to introduce yourself and showcase your market expertise via email than through video? It’s an easy way to put a face to a name, humanize your marketing message, and really connect on a personal level with your prospects.

Homebuyers and sellers expect video from their agents now. In fact, 85% of buyers and sellers want to work with an agent who uses video and 90% say video helps them make better buying decisions.

We understand the hardest part is getting on camera and the second hardest part is knowing what to say once you hit record. We’ve put together some tips on how to overcome your fear of video. Our best advice is to just get out there and do it and you’ll eventually become more and more comfortable on camera over time.

You don’t need to have a highly polished video to get people to watch. The key is to get the right content in front of them at the right time and they’ll listen to what you have to say.

When you get stuck in a rut and don’t know what to say, turn to your KCM content as a starting point. Highlight some bullet points from your daily blog, or just recite the entire blog word for word. Even if you don’t feel entirely comfortable on camera, you’ll be able to speak directly to the latest trends in real estate and ultimately, that’s what your prospects want to hear.

You can also use the slides we mentioned above from the monthly market report in your video. Print out a copy of one of the graphs and use it as a visual in your video. You can use the script verbatim if you’d like, or summarize it in your own words.

Check out how one KCM Member uses his monthly market report to create his own videos:

Many people prefer to watch video as opposed to reading text, so if you start with a quick opening sentence in your email then link to your personalized video, you’re pleasing both crowds.

Follow Up With Your KCM Video

If you’re just starting out with video or you’re just not ready to step in front of the camera, use your KCM video in your lead follow up emails. These videos provide valuable market insights in just 60 seconds or less.

When you’re ready for your video debut, you can dip your toes in the water by providing a personalized intro and/or outro to these videos. You don’t need any high-tech equipment to record these, just your phone and a software that allows you to overlay your video to the KCM video such as iMovie or Windows Movie Maker.

Take a look at how one KCM Member is personalizing his KCM video:

Bottom Line

Lead follow up is one of the most important parts of your job as an agent and can be the most time consuming items on your to-do list. Many agents carve out at least two or more hours a day on follow up, whether that’s through emails, calls, texts, or door knocking.

Buyer and seller leads almost always require more than one email before they’ll take action, so it’s important to establish trust and grab their attention with valuable content right away.

There are many ways you can add variety to your emails to ensure your leads are getting the right information at the right time so they don’t go ignored and unanswered.

Use your KCM content to help build out your email campaigns, save you time, and improve your lead follow up results.

We’re happy to answer any specific questions you have about improving your email lead follow up. We can’t claim to be experts, but our team is happy to help as much as we can.

Just reach out to us at support@keepingcurrentmatters.com if we can help!