5 Easy Steps to Build a Real Estate CRM Lead Funnel

<img alt="" src="/images/blog/5%20Easy%20Steps%20to%20Build%20a%20copy.jpg" style="width: 1000px; height: 375px;" /> Creating a real estate lead generation and follow-up system for your business doesn’t have to be overly complex. In fact, you can easily build a complete funnel in most real estate CRMs (not just the ones that cost $1000s/month!). Today’s real estate CRMs have the tools for REALTORS® to create effective yet streamlined marketing funnels, from generating new leads all the way to the follow-up and relationship building that creates referrals. In five easy steps, you will learn how to build a lead funnel in Wise Agent CRM.   <h3 dir="ltr">Step 1: Create a Real Estate Landing Page to Capture Leads</h3> First, you’ll need to create a landing page to capture your leads. So, what is a landing page, and why should you use one? A landing page, or "squeeze page," is a standalone web page that visitors can land on designed to prioritize a form where the user can submit their information. <img alt="" src="/images/blog/CRM%20Lead%20Funnel%20Landing%20Pages.png" style="width: 1000px; height: 525px;" /> Your first thought may be to send any traffic directly to your real estate website rather than a standalone landing page. However, sending leads to a landing page rather than your website is critical. Your agent website has dozens of distractions and is designed for exploration, making it less likely for your lead to fill out a form. On the other hand, landing pages have one specific function: guiding your leads to fill out the form. Remember, you can always send them to your website AFTER you capture their info! With Wise Agent, you can create <a href="http://wiseagent.com/blog/capture-leads-with-wise-agents-real-estate-landing-pages">landing pages right from your CRM</a>; no design or coding experience needed. The landing page is also how you can add leads to your real estate CRM without any manual entry from you.   <h4 dir="ltr">Real Estate Landing Page Ideas and Best Practices</h4> Wise Agent offers a library of industry-proven real estate landing page templates for you to choose from. Some examples of templates include: <ul> <li aria-level="1" dir="ltr"> Single Property Landing Pages  </li> <li aria-level="1" dir="ltr"> Multi-Property Landing Pages </li> <li aria-level="1" dir="ltr"> Home Valuation Landing Pages </li> <li aria-level="1" dir="ltr"> Open House Invitation Landing Pages </li> <li aria-level="1" dir="ltr"> Client Testimonials Landing Pages </li> </ul> Wise Agent also gives our members access to real estate <a href="https://wiseagent.com/blog/lead-magnets">lead magnets</a> that can be used as part of your lead funnel. A lead magnet is an offer you can promote to prospective clients in exchange for their email addresses and other contact information, such as name and phone numbers. Lead Magnets allow you to obtain a lead’s contact information by making a ‘trade’ for the valuable information they want. Some examples of lead magnets in the real estate industry may include home buying or selling guides or an offer for a home valuation. <img alt="" src="/images/blog/5StepsBlogImages2.png" style="width: 800px; height: 400px;" /> Here are some leading best practices to keep in mind when creating your real estate landing page: <ul> <li aria-level="1" dir="ltr"> Keep the Copy Streamlined and Compelling - if you can say it with fewer words, you probably should! Make sure your copy supports your overall goal of the page and tells your leads precisely what action to take and why.  </li> <li aria-level="1" dir="ltr"> Include The Lead Form Above The Fold - Don’t send your leads on a hunt for your lead form; keep it “above the fold” so they don’t have to scroll to see it. </li> <li aria-level="1" dir="ltr"> Don’t Ask For Too Much - The more personal information you ask for on your form, the less likely a real estate lead is to fill it out. Ask for only what you need and fill the rest in as you build that relationship. </li> <li aria-level="1" dir="ltr"> Adding A Clear Call To Action - Use strong and encouraging words for your CTA, and don’t be afraid to use a bold color for the button to make sure it stands out.  </li> </ul> Once your landing page is created, it’ll be essential to build out some follow-up communication to start the lead conversion process.   <h3 dir="ltr">Step 2: Create a Drip Campaign to Nurture Your Real Estate Leads</h3> Did you know that <a href="https://pipeline.zoominfo.com/sales/sales-follow-up-statistics">50% of sales happen after the 5th touch</a>, but 80% of real estate agents stop contacting leads after the 3rd? A drip campaign is a perfect way to ensure that you stay in contact with a lead that may only need one more touch point to start the conversion process, even when you are too busy to reach out. <img alt="" src="/images/blog/5StepsBlogImages3.png" style="width: 800px; height: 400px;" /> A drip campaign is a series of marketing events, such as emails or texts, that will be sent out automatically on a schedule. The goal of your real estate drip campaign should be to create conversations. After all, conversations create real estate clients! To do this, make sure that you are asking questions, giving a clear call to action, and keeping your messaging consistent with what your leads will be seeing throughout the funnel. An example of this would be that if your leads come in through an open house invitation landing page, you’ll want to ensure that your real estate drip campaign is catered to helping your lead find a new home since you can assume that is what they are looking for. As a real estate agent, you should have different drip campaigns ready for every situation a lead may be coming through because not all leads should be on the same exact campaign. Wise Agent gives you a head start by providing <a href="https://wiseagent.com/blog/most-powerful-marketing-for-real-estate-agents-build-better-relationships">stock real estate campaigns</a> for different situations, such as buyers in a seller’s market, moving-up campaigns, FSBOs, and more. You have the opportunity to take these templates and personalize them by adding your brand’s identity and using your voice to tell your leads what is unique about you and what only YOU can offer to them.  <img alt="" src="/images/blog/5StepsBlogImages4.png" style="width: 800px; height: 400px;" /> Remember that your real estate drip campaign touches don’t have to only be emails. A best practice would be to use a mix of emails, texts, and calls to reach out to your leads. What works for starting the conversation with one lead will be different for another, so having a mix of touches is good to cover your bases. You can also keep notes in your CRM to reflect their preferences in the future. Once your real estate drip campaign is created, it’s time to think about how you can most efficiently get those new leads onto the campaigns.   <h3 dir="ltr">Step 3: Set Up Your Lead Automation and Creating Lead “Rules”</h3> Surely you’ve heard by now that speed to lead is important, especially in the real estate industry. People’s attention spans are shorter than ever, and many expect immediate follow-up. However, following up with leads 24/7 is not feasible as a real estate agent when you have other clients on top of other work and life responsibilities. This is where automation comes in. <a href="https://wiseagent.com/blog/lead-management-made-simple-save-time">Lead Automation</a> provides you with an instant connection to your real estate leads by sending out an email or text right when they come in. Getting your name and face in front of the lead first is a proven way to boost your conversion since most clients work with the first agent that contacts them. <img alt="" src="/images/blog/CRMLeadFunnelLeadRules.png" style="width: 800px; height: 400px;" /> Lead automation doesn’t only mean follow-up. It can also apply to notifying team members of new leads, automatically categorizing them in your CRM, and scheduling actions like future calls. Setting up rules for these actions to be automated takes that manual data entry work off your plate, freeing you up for more critical tasks. What automation is important to set up? <ul> <li aria-level="1" dir="ltr"> Lead entry into your Real Estate CRM - Leads from your website, landing pages, and ads should be coming into your CRM automatically. You shouldn’t ever have to add an online lead to your CRM manually. </li> <li aria-level="1" dir="ltr"> Categorizing leads - Categorizing or tagging leads should happen as soon as they enter your CRM. You’ll be able to narrow down your database later by these tags, making your marketing more personal and, therefore, more effective.  </li> <li aria-level="1" dir="ltr"> Leads added to drip campaigns - Incoming leads should be added to drip campaigns so that you stay in constant and consistent communication with them - even if you’re too busy to pick up the phone. </li> <li aria-level="1" dir="ltr"> Immediate Follow-Up Via Email and Text - Your leads should get a prompt response from you, letting them know you received their request for information and will be in touch shortly. You can even set up <a href="https://wiseagent.com/blog/qualify-and-nurture-real-estate-leads-with-wise-agents-ai-bot">Wise Agent’s AI Bot</a> to instantly converse with these leads via text! </li> <li aria-level="1" dir="ltr"> Leads Distribution and Notifications - Your CRM will take care of notifying you or a team member (or both!) if a new lead has come in that needs attention. Wise Agent can do this by email or text message. </li> <li aria-level="1" dir="ltr"> Leads Added to your Call List - Your CRM can automatically add new leads to your <a href="https://wiseagent.com/blog/wise-agent-crm-call-list-feature">Call List</a> so that when you log in for the day, you’ll know who to reach out to. </li> </ul> You should customize all lead rules and automation to your different sources. After all, the real estate leads coming in from an Open House need different marketing than those you got from a Facebook ad for Home Valuations. It’s also important to use your lead automation to make your marketing as personal as possible to boost your conversion rates. Once the automation is in place, it’s time to send leads to your landing page. Next, you’ll learn how to send leads to the top of your funnel so they can begin their journey to becoming your next client. <h3 dir="ltr"> </h3> <h3 dir="ltr">Step 4: Create a Digital Ad for Lead Generation</h3> <img alt="" src="/images/blog/5StepsBlogImages7.png" style="width: 800px; height: 400px;" /> Facebook advertising is a staple in most businesses' marketing campaigns, and it should be no different for real estate agents. Facebook is a powerhouse of a platform with over three billion active users. Because of this, Facebook is one of the most effective ways to connect with home sellers and buyers in your target markets. There are many different types of real estate ads that you can run to start funneling leads into your CRM. Some of these include: <ul> <li aria-level="1" dir="ltr"> Listing Ads - Showcase a current listing or even one that has Just Sold.  </li> <li aria-level="1" dir="ltr"> Agent Promotion - Tell potential leads looking for a reliable real estate professional everything you can do to help them in their journey. Testimonials work great for these kinds of ads.  </li> <li aria-level="1" dir="ltr"> Home Valuation - Offer them a valuable trade for their information by sending them a current home valuation.  </li> </ul> Wise Agent offers the ability to create <a href="https://wiseagent.com/blog/easy-real-estate-facebook-and-google-ads-for-busy-agents">Facebook and Google ads right from your CRM</a>. Our platform will pull in your listing information and plug it into ads for you. That way, you can get campaigns up and running within minutes instead of spending your whole day wrestling with a complicated ads manager, all the while getting your real estate ads rejected. <img alt="" src="/images/blog/5StepsBlogImages8.png" style="width: 800px; height: 400px;" /> Here are a few best practices for creating your Facebook ads: <ul> <li aria-level="1" dir="ltr"> Use High-Resolution Images - Use the highest-resolution images available to avoid your image appearing blurry or pixelated. </li> <li aria-level="1" dir="ltr"> Avoid too much text on the image itself - Images with less than 20% text perform better than those that feature mostly text. Remember, you’ll have room in your description and headline to convey your message.  </li> <li aria-level="1" dir="ltr"> Keep Headlines Concise - For ads, one of the most important things to consider is whether your copy is too long for display and will therefore be truncated when your audience sees it. </li> <li aria-level="1" dir="ltr"> Should you use Emojis in your copy? We've seen ads with a single, well-placed emoji perform quite well. However, like email subject lines, it is highly discouraged to use many or confusing emojis as the performance tends to drop off because it looks spammy. </li> <li aria-level="1" dir="ltr"> Set a Reasonable Budget - Giving Facebook enough money to work with allows it to learn enough to maximize performance. We've seen the best results when allotting a minimum of $5 - $10 media spend per day. </li> </ul>   <h3 dir="ltr">Step 5: Converting Real Estate Leads into Clients and Building Relationships</h3> Building relationships with your new leads is the fun part because there are so many options. The only wrong way to do it is NOT doing it at all. After all, <a href="https://pipeline.zoominfo.com/sales/sales-follow-up-statistics">92% of salespeople give up</a> after no sales on the 4th touch, even though 60% of customers say no four times before saying yes. Keeping that in mind, what are some great ways to stay in touch to build a relationship? <ul> <li aria-level="1" dir="ltr"> Monthly Newsletters - Wise Agent provides various <a href="https://wiseagent.com/blog/send-newsletters-with-wise-agent-crm">newsletter templates</a>, so it's effortless to plug in the information you want to send without spending hours designing your newsletter. You can create custom newsletters and schedule them in advance – no need to worry about forgetting to send them on time.  </li> <li aria-level="1" dir="ltr"> Emails about personal interests - As you learn more about your leads, sending emails related to their hobbies is an excellent way to let your clients know that you care and that you've been thinking of them. It also is the best way to start conversations that lay the foundation for future business. <a href="https://wiseagent.com/blog/how-to-start-sending-better-emails-with-our-rss-feed-tool">Wise Agent’s RSS feed</a> puts blog articles into your emails so you can start a conversation without doing much research or creating new content. </li> <li aria-level="1" dir="ltr"> Local event updates - Wise Agent’s mass email-sending capabilities allow you to reach many people simultaneously. The best way to take advantage of this is to send out messages that people will look forward to receiving so you aren’t cluttering up their inboxes. Local event updates are a great go-to because everyone wants to know what’s happening in the area.  </li> <li aria-level="1" dir="ltr"> Phone Calls Or Check-Ins - Going through your leads and setting them up for future, periodic phone calls just to check in is a fantastic way to build a relationship. Wouldn’t you like it if someone called to check in on you without asking for anything in return? Your leads will remember that the next time they need real estate services. <a href="https://wiseagent.com/blog/wise-agent-crm-call-list-feature">Wise Agent’s call list</a> keeps your daily calls organized so you can maintain a constant rotation of calls without much effort.  </li> <li aria-level="1" dir="ltr"> Postcards - <a href="https://wiseagent.com/blog/send-real-estate-postcards-to-your-database">Postcards</a> are a tangible piece of your business that your clients can hold in their hands and have your brand in your clients' lives regardless of where they are in the customer journey. The postcards you send don’t always have to be real estate related – holidays and birthdays are good examples of cards you can send out.  </li> <li aria-level="1" dir="ltr"> Updates on the Market or CMAs - People are always looking at houses regardless of whether they are buying or selling a home. The only problem is they can't keep up with the real estate market changes. This is your chance to be the one who is reaching out and informing them about listings in specific neighborhoods, changes in property taxes, or even their home’s overall value. You can <a href="https://wiseagent.com/blog/wise-agent-and-cloud-cma-release-powerful-integration-realtors-need-to-implement-this-immediately">automate your CMA sending through Wise Agent</a> to save yourself even more time. </li> </ul> <img alt="" src="/images/blog/WiseAgent%20COntact%20Summary%20CRM.png" style="width: 800px; height: 420px;" /> Don't forget that your CRM is quite literally a database of information. If you're keeping great notes, you'll be able to easily pick out important talking points like kids, pets, and interests. If you're unsure how to reach out to these leads in a meaningful way, the answer is usually in your CRM! Once you find the follow-up system that works for you and brings you the most conversions, you’ll be able to include it as the final step in your CRM funnel. Technology is the key to getting hours back in your day. Take advantage of CRM tools so you can work smarter and not harder. The best news is if you’re a Wise Agent member, you have the backing of our fantastic support team 24/7 to help you build your lead funnel. <a href="http://wiseagent.com/contact-us.asp">Reach out to us</a> whenever you get stuck on something, day or night!

5 Easy Steps to Build a Real Estate CRM Lead Funnel

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