Real Estate Marketing Ideas, Real Estate Lead Generation

How to Nurture Real Estate Leads Over Time

By Meaghan Loraas Last Updated September 21, 2022 3 min read
how to nurture real estate leads over time

If you are starting in a new market as a real estate agent or beginning your firm, there are many ways to gain new business. Real estate marketing is a way to ensure that you can prosper in the real estate market.

One of the most fundamental real estate marketing pillars is lead nurturing. Understanding how to nurture real estate leads over time is the first step to growing your real estate business.

Hot leads vs. cold leads

To determine which leads should be pursued, it is essential to categorize them.

If you have a lead who frequently engages with your website and social media, likely, they have already decided that you’re the right agent for them. These should be labeled as hot or top leads.

The next segment to consider are people who are only occasional with their engagement. These could be regarded as lukewarm leads.

Finally, anyone who has previously engaged but no longer does could be put into the cold lead category. While you can keep their information on file, you may not be worth engaging with immediately.

Keeping potential leads engaged with your website and social media is key to increasing your sphere of influence and converting real estate leads into clients.

Email marketing

After categorizing your lead types, it can effectively create email marketing campaigns for your hot leads. Consider how to best capture their attention and convince them to hire you.

The first factor to look at is the type of posts or content they engage with the most. For example, if they are primarily involved with the first-time home buying process, then consider setting up an email drip campaign specifically for prospective clients that looks like the following:

Tips for first time homebuyers

Include direct links to other posts you’ve done on the process and links to your local listings fitting your target market.

Promote resources

Share downloadable PDFs or articles, especially those helpful for first-time buyers.

Include a multimedia update

Consider a video explaining the home buying process, featuring you or your agents. This is an excellent way to help a prospective buyer get to know you or your team. Another video could feature clients who have bought a house with your agency in the past, as testimonials are a great way to build trust.

An explicit call to action

Offer services directly, such as a consultation or a listing appointment.

Valuable content

Creating engaging and valuable online content is a crucial success point in bringing real estate leads to your agency.

Valuable content includes website and blog posts with relevant information. For example, explaining the costs of first-time home-buying or an article breaking down questions to ask a potential agent.

This content shows you are knowledgeable and trustworthy. That said, always make sure that your content is up-to-date, informative, clearly written, without errors, and follows SEO (search engine optimization) best practices.

real estate lead nurturing
Using professional photography in all of your lead nurturing campaigns will provide social proof and establish you as a professional brand.

Social media

Keeping your social media accounts active is a way to engage with buyers and potential clients, while showing your personality. Effectively utilizing social media also helps reach a broader audience.

To take it a step further, consider using analytic tools to see what posts get the most attention and who’s your target audience.

Using real estate photography to nurture leads

Nurturing leads can take some work, but reinvigorating the visual content on your website and social media can help. If you aren’t using professional real estate photography, consider Virtuance. Not only can Virtuance provide you with professional images to wow potential clients, but it can easily market your listings with the all-in-one Marketing Suite.