Over 10+ years of our real estate lead generation repertoire, AAJneeti has acquired and lost many clients. We perfect our performance marketing processes, study the real estate projects closely, prepare ad campaign pitches from dozens of angles and perspectives – for each single client…and yet, not every client has benefitted from our services.
We have refunded quite a few clients because they said that we were giving them ‘junk leads’, ‘Facebook leads do not work anymore’, and ‘buyers are not serious’.
So, we started analysing who were our ‘happiest’ clients and why were our leads working for them and not for others.
Here’s what we found our ‘happy’ clients were doing and ‘unhappy’ clients weren’t which were impacting our real estate lead conversions:
1. Disciplined Follow-Up System is the Guardian of Good Leads
We talked to our clients and found that ones who gave us the best reviews had a very strong follow-up system while those who marked most leads as ‘unreachable’ or ‘not interested’ called them once or twice and gave up.
Some real estate lead buyers expect the prospective buyers to be happy and excited about their offers straightaway. But that’s now how real estate sales work. 90% of the times, bookings happen after the third or fourth meaningful interaction with prospects.
We need to be aware that when a person is looking to buy a home or invest in a retail shop, they might:
- be talking to five different projects or agents at a time,
- not be sure what they really want or where to invest,
- be distracted when you call them for some reason or the other, or
- not pick up the sales team’s call because they are in a meeting, driving, or busy somewhere else.
Our clients who reported highest conversions from our leads had:
- defined follow-up stages,
- contacted the client 7-10 times during the first 15 days of receiving the lead using different mediums (calls, WhatsApp, and emails), and
- noted clear timelines in their lead tracking systems.
Also, they did not depend on human memory or random notes, phone logs, or WhatsApp chats for their follow-ups. Human memory often fails when the pressure increases. Hence, they set up reminders or use CRM to shoot-off reminders automatically to follow-up on leads from time to time.
Defining Follow-up Stages makes it easier to see where the lead is stuck and what to say to a lead at a specific time. Most of our top real estate lead buyers followed this kind of lead funnel:
- New Lead Received
- First Contact
- Qualification of Lead
- Lead Nurturing
- Site Visit Booking
- Site Visit Done
- Booking and Closing the Deal
If the lead is unreachable at first, it is advisable to try calling them at different times of the day, show them short SMS or WhatsApp messages offering something that might offer them more clarity about the project, and an occasional email perhaps.
The idea is that if someone is unresponsive on calls, they might reply to SMS or WhatsApp messages whenever they are free. Or if they do not respond to unknown numbers, they might respond to an email instead.
Noting clear timelines in the feedback is also a good idea. Instead of ‘call later’, if you have a note like ‘Call on Tuesday at 5 pm’, your team will know exactly when the lead will be available to talk.
Similarly, knowing exactly how the client responded helps our campaign managers too. If a real estate lead said ‘not now’, we might be able to use them for our retargeting ads later.
2. Sound Like a Real Estate Advisor, Not a Desperate Sales Person
We, at AAJneeti, understand that real estate lead generation is only half the job. The other half is handled by our clients’ sales teams. If the person making the call is great, they get great responses from our leads. If they are not good enough, even the best leads yield no results.
When our clients mark a lead as ‘invalid’ or ‘not interested’ or ‘fake’, we put our team to work…and try to figure out why our real estate ad campaigns are failing – and use our findings to optimise our campaigns.
In the process, we have found that up to 50% of these leads were actually interested in the project and location and had the budget to pay for it – they were ‘qualified’. We shared audio recordings of our calls with clients too.
This led us to think why some of us could ‘qualify’ our leads and others couldn’t…and found three main causes of failures:
- The caller sounded like a call centre agent or was too salesy,
- They read from a script and sounded too junior, mechanical, clueless or underconfident,
- They came out as ‘pushy’ or ‘aggressive’ and were ‘too direct’ while trying to qualify leads.
We talked to our more successful clients’ salespersons and found that they:
- Listen more, speak less,
- Try to understand buyer intent before pitching the project,
- Ask better questions, and
- Position the project as an opportunity.
We interviewed real estate professionals who marked most of our leads as ‘qualified’ and found that they were excellent at understanding buyer psychology, hesitation patterns, budget signals and timeline cues. They were knowledgeable about the product, good at answering questions, explained pricing logic clearly, and acted more like an ‘advisor’.
Real estate sales is a high-ticket and highly competitive field. Patience, perseverance, and persistence are keys to the best conversions of the real estate leads we generate for you.
3. Tap Into the True Power of CRM (Customer Relationship Management)
AAJneet Connect Ltd. (ACL) offers free CRM integration to our clients, so that they can get leads in real time. But a CRM can do much more.
CRM is not a spreadsheet. It can tell you:
- How many leads were contacted?
- How many were qualified?
- How many reached the ‘site visit’ stage?
- How many leads dropped, and why?
With its help, we can not only fix the lead quality for you, you can fix your own process gaps too.
But what really happens is that many of our ‘unhappy’ clients don’t update their CRMs. Or if they do, they don’t do it within our 24-hour deadline or do not add context. Also, leads marked as ‘interested’ or ‘not interested’ without any context makes it difficult for us to understand what we need to optimise in our campaigns.
If we know that ‘interested’ leads have asked for the brochure or price list or site visit or scheduled an appointment for the site visit, it gives us more context to work on.
When confirmations happen verbally or on WhatsApp and CRM is not updated, it is difficult for us to track the conversions for you, improve your lead quality, and work on cutting off your lead drop-offs.
4. Understand that Qualified Leads Do Not Automatically Mean Closed Deals
We understand that developers and brokers have high expectations from us. But we only promise ‘60% Qualified Leads’…and we do everything to fulfill it. By Qualified Leads, we mean:
- Leads are interested in the project and its location,
- Looking for a similar offering, and
- Matches the budget range.
But that doesn’t necessarily mean that they are ready to buy it. Most of them are early to mid-stage at the best. Many of them are browsing multiple projects and still exploring their options. Lead nurturing is something your sales team has to do.
Our clients who treat our leads as walk-in buyers often end up frustrated.
That’s why we consider ourselves as your growth ‘partners’…and expect you to be an ‘active partner’ to make your real estate lead generation campaign successful.
5. Treat Site Visit as the Final Stage of Your Conversion Process
What surprised us most was that many of our clients marked leads as’ interested’ and even booked site visits, but then they stopped following up on them!
As a result, their leads didn’t show up, or just visited casually and then disappeared.
On the other hand, our more successful clients shared that they have a very well-structured process of site visits. They:
- Call the leads one day before to confirm the appointment,
- Send a reminder or call them once again on the day of visit (depending on the client’s preference),
- Had a clear agenda ready that focused on the buyer’s priorities based on their previous interactions with the lead – and gave a pre-visit briefing to prospects, and
- Followed up on the lead within 24 hours to guide them on what to do next.
You need to remember that site visits are critical events. They are not just property tours. This is the time when you can help clients with making an informed decision by showing them relevant units, build an urgency, and clarify their doubts.
We understand that you want good leads – and we excel in it. This article is to help you make the best of the real estate leads we generate for you.
If you wish to understand more about our process, call us today at +91-7827575143.
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