Follow-Up

If there is one step in the process that separates professionals from amateurs it is in the long-term follow up. The most common mistake I see homeowners and inexperienced agents make is greatly underestimating the amount of effort it takes to convert a lead.

A general rule in marketing says that it takes a minimum of 8 “touches” before a consumer will start to notice your product. This is why ads constantly bombard you all day long. Every business is competing for the attention of consumers who have money. A real estate transaction is no different.

In previous steps of the sales process, you got the attention of the buyer, you peaked their interest and even got them to view the property but then you have to be able to close the deal and get a check in your hand.

In some instances the close may come the same day as showing the property. In more competitive markets you may get offers on the table before a client even sees the property. Slower markets put the consumer in control, which makes your follow up even more important

Proper follow up should accomplish two things; continue to build rapport (trust, likability, agreements) and continue to educate the client through more facts and materials when needed. This could be a financial analysis on the property so the client knows all of the costs involved with the purchase or a title report to show them the current liens and zoning for the property. In most cases, you need to be creative with the buyer and think about how you can continue to nudge them towards the decision to write an offer.