Working with leads to see them taking action takes time and dedication. For a busy real estate professional, there are so many recurring tasks to do every day that, without handy real estate lead generation tools, many of them risk being left unattended.

Case in point, following up with your contacts takes a good deal of planning and having effective real estate lead generation tools to back up your efforts.

Do you use email and a real estate CRM in your daily follow-ups? Both of these tools help you nurture clients and see them taking action. In doing so, they are invaluable for growing your COI (Centre of Influence) and generating new business.

Here are a few tips on how to use both of them for your every day follow-ups.

Real estate lead generation tools: email & CRM


1. Personalize

Not just first name but the content you’re sending. This should be easy if you segment your contacts list and produce content to target each of those segments. Segmenting can be anything you can think of: status (lead, past client, customer), inquiry (buyer, seller, investor), location, stage in a sales funnel (new, verified, closed, lost, etc.), groups (special requirements, pets, etc.).

2. Keep it short

Ideally, the best length is no more than 100 words which can be hard to achieve but still something to keep in mind.

3. Focus on value

Following up just to say “I’m checking in” is a bad idea. Instead, send some locally relevant info or buyer and seller advice that you know prospects are interested in.

Real Estate Lead Conversion Plan

Real estate CRM

1. Categorize your relationships with clients

Your database is large so a more advanced approach to the follow-up is needed. The best way is to categorize contacts based on whether they’re sales-ready or not: hot, warm or cold.

  • Drip campaigns. You can set up newsletter campaigns and send them out to all of your contacts. This makes sense since you’re not sending sales emails but purely educational content regarding the local area, some home buyer/seller tips or market updates.
  • Personal communications. Beyond automation, use other channels to connect with your prospects, for example calls, SMS or in-person meetings. Obviously, the frequency of personal touch points will depend on whether your leads are hot or cold. With hot ones, it’s okay to follow up based on any news you’ve got to tell. With cold ones, you’d like to get in touch less often, for example once every 3 months but you can figure out the perfect timing on your own.

2. Schedule 5 personal interactions each day

Once you have a plan on how to follow up with each prospect, do it every day. Use your real estate CRM to record all data, schedule tasks and make it a golden rule to talk to five prospects from your COI. That should give you plenty of time to focus on other tasks but at the same time you’ll stay connected with your leads with zero stress at the end of the month.

3. Remember about referrals

Every agent wants to generate a good bulk of their business through referrals but not every agent takes real action to see this happening. That’s what your real estate CRM is for.

Create a segment with your past clients and use a variety of channels to get in touch with them personally from time to time.  Call, text, email or meet them and ask for a referral or a testimonial. To learn more about these referral strategies, check out this guide from top-producing agents.


Why not try MobileMonkey? An intuitive Facebook Messenger chatbot for high-ROI marketing.

What’s next?

CRM and email are indispensable real estate lead generation tools. They help you stay in touch with various types of leads, personalize your interactions and reach out at the right time. Use both of them to make your follow-up stress-free and organized at all times.

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