PPC is one of the most cost-effective ways to generate real estate leads, and they tend to have huge potential to generate big ROI—especially if you already have your own website.
While some PPC leads will transform into real estate clients all on their own, most need a little nudge to get going.
Here, I'm going to outline a four-step follow-up strategy that has proven to be effective for many of our PPC clients.
Step 1: Call Your Lead
As soon as a new PPC lead registers on your site, it's time to pick up the phone.
The faster you can do this, the better your success rate will be. It's what industry folks call "speed to lead."
If your lead doesn't pick up right away, leave a voicemail and try again a couple more times over the course of a week.
If you find it challenging to call your leads in a timely manner, I recommend considering an ISA service. A good ISA will screen your new leads for you, weeding out the people who aren't serious, while instantly alerting you to the hot leads you need to call.
Another tip for responding to leads quickly: the REW Leads app will send you a push notification every time a new lead registers for your website. It's free with REW CRM, so check it out.
Step 2: Send A Personal Email
In addition to calling your lead, you should also send them a personal email.
Exactly what your email says will depend on whether you've connected with them yet. If you had a phone call, thank them for their time and reiterate a brief sales pitch.
If you've been unable to reach them on the phone, email them a heads up that you'll try to connect a couple more times. This is also your opportunity to introduce yourself, so let them know why you'll make a great team in one or two sentences.
Step 3: Set Up A Saved Search
Once you've connected with a PPC lead on the phone or email, ask for their permission to send emails, including saved searches.
Let them know that a saved search will alert them to new properties as soon as they hit the market, and remind them to just shoot you a quick email if they see something they want to check out.
A saved search is an extraordinarily powerful marketing tool, because it sends your leads exactly what they're looking for—real estate listings—while always keeping you top of mind.
Best of all, you don't have to do a thing to keep the saved search emails going.
Step 4: Keep In Touch
While your saved search will do most of the heavy lifting, you still want to keep in touch with your lead. Set up an Action Plan that will automatically remind you to check in with your potential lead at regular intervals.
Exactly how frequently you should follow up will depend on where the person is in the buying or selling cycle.
At the very least, you should be checking in every 3 to 4 months, but it may be much more frequent for people who are ready to buy or sell soon.
Use your instincts and best judgement to determine how often you should keep in touch, and remember that it may be slightly more often than feels natural.
If you have a drip email campaign, this is also a good time to set your lead up on it. Just ensure that the campaign relates to their very specific needs, especially if you've had the opportunity to get to know them a bit better.
You Need A PPC Lead Conversion Strategy
To get the most out of your PPC campaign, you need to be working your leads! Otherwise, you're missing out and throwing money down the drain.
The four simple steps outlined above allow Realtors to make meaningful connections and convert more real estate PPC leads into clients.