The realtor.com® Results Series team has been on the road sharing our top 10 tips for drawing in and converting seller leads. And now, we’re ready to share them online with you!
For the next few weeks, tune into the Results Series blog to learn how we recommend you engage and convert sellers this spring and summer. So far we’ve covered:
- How to become an online video expert
- How to write compelling, seller-focused calls to action
- How to write a 9-word email to cold prospects
Today, we’ll focus on engaging warm seller prospects with real information they want, and should have, as they make the decision to sell this year.
Identifying warm seller prospects from your database
If you have an automated CMA tool, like Market Snapshot®, that helps you offer free market reports and one-to-one housing values, be sure to dig into the product analytics to determine who is opening your CMAs or market reports with the most frequency.
Anyone who has opened a Market Snapshot®, market reports or other CMAs within the last three months will comprise your main list of warm seller prospects, and you should begin engaging them as though they are truly preparing to sell this year.
Leveraging your intel
Once you’ve determined who has recently opened your market reports, flag them in your CRM as a warm seller prospect or lead. Determine what insights you already know about each contact’s neighborhood and do additional research if they reside in a new market area where you don’t typically list homes.
Then, begin working your way through your warm seller prospects by emailing each contact individually. Aim to send 3 to 4 emails per day so you can begin engaging with this audience before they sign on with another agent, while not overwhelming yourself with outreach expectations.
A quick outreach script, bound to get results
In this case, you know that your prospect has opened at least one of your reports and may have market-based questions for you.
Try to draw those questions out, without explicitly mentioning that you’re following up because they opened past communications:
I wanted to follow up on the neighborhood report I sent you. The average sales price is up x% in your area and many homeowners have questions about the types of homes that buyers are searching for, and what they’re willing to pay.
Do you have any questions about trends in our area, or the estimated pricing on your home?
After you send each email, track your open rates and replies, and be sure to follow up with those who have engaged the most with this new, personalized email discourse. Not only are you sure they’re interested in selling, you also know they are still in the process of choosing an agent to list their home!
Go above and beyond with a quick video
Want to take it a step further and get even higher open rates? Send your warm leads a quick video discussing local market trends and put the word [VIDEO] in your subject line!
Plus, read other best practices on how to boost your open rates with better email subject lines.
How do you engage prospects who want market data?
We’ll keep sharing our best tactics, but we want to hear how you find and engage sellers in your database or market area. Share your best practices in the comments or on the Results Series Facebook page.