Marketing

6 steps to hooking a real estate landing page lead

How to woo email leads and turn them into clients

You created the perfect landing page around one niche. You created the perfect opt-in offer for this niche. You are even marketing your landing page, and people are downloading your free opt-in offer.

Now what?

Well, first let me tell you three mistakes you don’t want to make:

  1. Instantly email them and ask them if they want to use you as their agent.
  2. Offer to send them MLS listing updates every day.
  3. Not send them any follow-up emails at all.

When someone gives you their email address, this is a live lead. But not one you can bash over the head with a sales pitch. An email lead takes time to move from prospect to a client. The good news is that they already trust you because you have given them something of value. It is now time to build on that trust.

The best way to do this is to create an email autoresponder series. An autoresponder is a series of emails that goes out at different timed intervals. The goal of an autoresponder is to engage with your email lead and convert them to a client. The best part of doing an autoresponder is that you set the emails to go out automatically. You look like a hero because you are following up with your lead with little effort on your part!

How do you craft the perfect autoresponder series? Here are six ideas to help you create your autoresponder series:

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1. Friendly introduction

The first email you send to your lead after the opt-in offer should be nice and light. Don’t send a sales pitch or an offer to talk of any kind. I recommend thanking them again for subscribing to your list. Then let them know you are going to send them useful information that will help them during the homebuying or selling process. This email should be only a few sentences long and, again, simple. Less is more with this email.

Subject line idea: Hi, Hello or Thanks for your time (first name)

2. Create a list of FAQs

When you created your landing page and opt-in offer, you researched your niche. Take a look at your research and pinpoint questions that you see clients asking over and over. Next, brainstorm a list of questions based on your interactions with your niche. You now have a list of frequently asked questions for your niche.

Create an email around these frequently asked questions. Highlight the top five questions for your niche. In the email, ask people to respond to you with their main question or concern. This kind of email shows that you understand your target market and their needs.

Subject line idea: Top 10 Questions Every First-Time Home Buyer Asks

3. Include a poll or a question

You want to create engagement in the emails you send out. If the lead responds to your email, you improve your chance of turning the lead into a client. To help do this, ask your lead a direct question.

Ideas include:

  • What’s your No. 1 concern about selling your house/buying a house?
  • If you could make one thing easier about moving, what would it be?
  • What is your favorite place to search for homes online, and why?

Another option is to include a poll in your email. Ask them questions and give them a list of choices. Ask them to rate the answers from one to three. The goal here is to create engagement. You don’t want to ask them to write you a book or tell you too much personal information. Keep this email interesting and friendly.

Subject line idea: How Would You Answer This Question?

4. Helpful tips

Everyone wants inside information with tips and ideas that can make their lives easier. Brainstorm a list of tips that you can share with your niche. If you take a look at your frequently asked questions, it might give you some ideas for tips. Think of things that you are always telling your buyers and sellers. These tips are small pieces of information that will help someone when they are buying or selling a home. Incorporate these tips into an email to show your lead that your goal is to help them not sell them.

Subject line idea: 7 Tips Every Home Seller Needs to Know

5. Offer a checklist

People love a good checklist. They like to know they aren’t missing anything during the homebuying and selling process. Create a simple 10-point checklist that your lead can print out and use during this time. Or keep the list handy on your website to get people to come back to your site to look at the list. Make sure you brand the list with your contact information

Subject line idea: 10 Point Checklist to Make Moving Easier

6. Next step email

At the end of your email series you will want to reach out to your lead and ask for the sale. This is a delicate balance because you don’t want to turn them away. By the same token, you don’t get paid to send out these emails. The goal is to give them enough value in the emails that they will want to work with you. Craft an email that includes a thank-you for their time and a request to reach out for a phone call. Ask them if you can contact them on a specific day. Ask them to respond to you via email with their contact information. You don’t have to go in for the kill, but now is the time for the ask.

Subject line idea: Thank you, (first name)

What is your next step with anyone who doesn’t convert? Keep them on a monthly drip email campaign. If you are already sending content once a month to your email list, add your leads to this list. You have spent so much time capturing the lead so don’t let them slip through your fingers.

Things to include in your emails:

  • A friendly greeting and introduction. You don’t want to come across as stuffy or salesy. Be yourself and let your personality shine through.
  • Include a P.S. This could be a testimonial from a past client or an invitation to contact you.
  • Make sure the email comes from your email address. Not info@yourdomain.com.
  • Use a 14-point font. This font size is proven to engage readers more.
  • Always include your contact information. Your lead might want to reach out and call you. Make it easy for them to find your information.

Landing pages plus a great autoresponder series will turn your website visitors into clients. An added bonus is you can tweak one autoresponder series to fit different niches. Give your website leads valuable content and you will earn their trust. More importantly, you will earn their business.

Jennifer Snyder is a real estate marketing consultant, speaker and blogger at Marketing Ideas for Agents. She researches marketing ideas, tools and resources that will make real estate agents’ lives easier and help them grow their businesses.

Email Jennifer Snyder.