Table of Contents
Converting cold leads in real estate requires a systematic approach that addresses each stage of the buyer’s journey. Here’s a breakdown of the key funnel stages to help you effectively nurture and convert cold leads:
- Top of the Funnel
- Middle of the Funnel
- Bottom of the Funnel
Are you currently marketing your services but it’s not really moving the needle on lead generation or sales? Are you frustrated that you have a website with great real estate web design but it’s not seeing any traffic? If you’ve dabbled on direct mail marketing or thrown in a few hundred bucks on Facebook Ads and it didn’t work, it can be extremely frustrating.
Knowing that you are burning through cash without any more income coming in is adds fuel to the fire. Because chances are, if you can’t figure this out before the time you run out of cash, your real estate business is more likely to go bankrupt.
The key longevity in the real estate industry is to keep your sales pipeline full and to do it consistently.Â
The Problem: Messaging and Your Sales Funnel
The reality is, the fundamental problem you are facing in your marketing campaigns boils down to messaging but more specifically, the different types of messages that you need to have. In order for you to truly understand the messaging problem, you need to familiarize yourself with the first principles of marketing, specifically the sales funnel.
A sales funnel has three essential parts; the top of the funnel, middle of the funnel, and bottom of the funnel. Where most Realtors get it wrong is that most Realtors think that they can create one ad or one message and expect it to turn on the faucet of new business.
However, this is absolutely wrong. In marketing, you have to understand that each level of the sales funnel requires its own messaging.
YOUR WEBSITE ISN'T GENERATING ANY LEADS BUT WE HAVE A SOLUTION​
In this free 20 minute video training you'll discover:
- 3 key secrets to restructuring your real estate business for growth
- Understanding the strategy of specialization
- A new approach to positioning yourself in real estate
- How to address your messaging to properly acquire prospects
Whenever you are ready, click the RED button below that says "Grab my training now"
Top of the Funnel
The people at the top of the funnel are the people who don’t know yet who you are and what you do. Therefore, the main goal here is to build awareness.
You are able to build awareness in two different ways.
The first way is you entertain. However, if that’s not your cup of tea or if you don’t have a budget to create an overly produced video then you can go with option number two.
One of the easiest ways to build awareness is through fear. You’re probably wondering how this technique works because the last thing you’d want to do is fear-mongering. Although it may sound like it, this technique is not about fear-mongering.
What you need to do is to try and understand your prospects enough to know what the fear or no action is costing them. You can take this a step further and understand what frustrations are they being met with.
The idea behind this is really simple. You want to be able to take the conversation that’s happening in your prospects’ heads and reciprocate that message to them. If you can identify that internal narrative, then they will feel compelled to learn more and want to move to the next step.
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Marketing Strategy – create inbound strategies to better position you for the long game.
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Brand Building – position you as the thought leader and authority in your community.
Middle of the Funnel
Once you’ve attracted them with fear then the next step and the next form of messaging is to teach. The idea here is that now that you have identified the problem or what’s been keeping them up at night, then that prospect is going to want to know the solution.
Your job here is to provide that solution or in most cases solutions.
Pro tip: There is usually more than one solution.
You can deliver these solutions through education. Create a video that you can share with your prospects either through a Youtube video, a Facebook post, or maybe through email.
The key here is that you’re able to provide them with the solution without telling them how to get to the solution. If you give away too much information, your prospects may start thinking that they don’t need you to reach the solution. On the other hand, if you give away too little, your prospects may not find enough value to establish your expertise and authority.
However, if you’ve done your job right and find the right balance to creating value for your clients, then that lead will then move to the next step.
Bottom of the Funnel
The next step is here at the bottom of the funnel. The message for this part is to build trust.
So, how exactly do you build trust? The funny part is, this isn’t actually a job for you. It’s a job for your clients, success stories, or raving fans.
You need to get a number of social proof via testimonials or video messages preaching the good word of your expertise. You have to showcase your work by getting your clients that are suffering the same problem as your prospects are, to their goal or the promised land.
The idea here is to capture that information and use it as marketing to reinforce your brand.
YOUR WEBSITE ISN'T GENERATING ANY LEADS BUT WE HAVE A SOLUTION​
In this free 20 minute video training you'll discover:
- 3 key secrets to restructuring your real estate business for growth
- Understanding the strategy of specialization
- A new approach to positioning yourself in real estate
- How to address your messaging to properly acquire prospects
Whenever you are ready, click the RED button below that says "Grab my training now"
Final Thoughts
So to quickly recap, the messaging format that you should follow is quite simple – fear, teach, trust. And now that you have this knowledge your goal is to formulate a plan to create content that has messaging centralized around fear, then messaging for teaching and educating, and then messaging that builds trust.
Fear, teach, and trust. That’s it. That’s the framework!
Now, if you want some more help on this, then I highly recommend you join our free Facebook Group and I go into it a little more with the community. On the other hand, if you want to start creating effective marketing campaigns for your real estate business, then schedule a strategy session with us today.
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