How to Use Lead Generation Automation

Every real estate agent knows that leads are how you build your business. If you are not generating enough leads, then your boat is stuck on still waters with no headwinds. Where many real estate agents get it wrong is what they do with those leads. While some throw in all their effort into lead generation, smart agents know that what you do after getting a lead matters more. This process is known as lead cultivation. It’s where you coax your leads into customers like delicate lilies blooming in a garden. One effective way to do this is through lead follow up automation. Here’s how you can do it.

Right Tools

A successful automation strategy relies heavily on picking the right tools. These tools will be doing the heavy lifting for you, so you need to be able to trust them. Instead of hacking together a bunch of tools like email autoresponders and bulk SMS systems, try finding a platform that incorporates most of these tools. CRM platforms tend to have these tools baked in, so this is a good place to start. See if you can automate at least the initial messaging when leads are still cold. This way you can free up your time to focus on your warm leads.

Flexibility

This is a key feature of a successful automated lead cultivation system. As the market changes and sometimes you need to change things up, ensure your system offers a level of flexibility that allows you to make changes easily. Some changes you should be able to make include changing your messaging to holiday messaging, increasing or reducing the frequency of your messaging, picking a scheduling format that cuts across niches, segmenting your leads, and so on.

Personability

One thing leads hate is being treated like a number or a dollar sign. If they feel like your messaging is all about closing the deal, they’ll balk. To avoid this, you want to build human into your messaging. Instead of using template messaging, try and add some personalization like the leads name in the email subject or a reference to their question. These subtle but powerful nuances make it seem like you are answering each query personally. Of course, you are, but with a little help from automation.

Easy

If you can’t use your system blindfolded, as the expression goes, then it is too complicated. This is a mistake small business owners make time and again. They purchase a complex platform with all the bells and whistles but then find it to be a major challenge to utilize. A good rule of thumb is to avoid any solutions targeting enterprise customers. Also, don’t get features just because they would be nice to have. Do a thorough audit of your processes to see if you will utilize the extra features.

Connectedness

At the end of the day, any automation strategy is only as good as the sum of its parts. If your phone cannot talk to your CRM, then this is a point of failure. If you get leads via your website but it cannot talk to your phone and CRM, this is also a point of failure. As you automate your lead cultivation, ensure the solution you get plays nice with all the other tools you use. Seamless connectivity will mean the information you feed in on one end will be available on the other.

Lead cultivation automation is a fantastic opportunity to grow your business, especially for solopreneurs and small agencies seeking to multiply their efforts and maximize their ROI.

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