The Funnel
Know How to Communicate
Knowing where a potential lead is located in the funnel will help you determine how to effectively communicate with them. While lookers and researchers won't require as aggressive of a communication strategy, those in the bottom three levels of the funnel—initial buyer, active buyer, and motivated buyer—should be persistently pursued.
Texting Scripts
Texting is a single thread of communication, so you only have so many chances to get a response before it becomes fruitless. Most successful texting campaigns contain two to six messages per month, but this number can fluctuate based on where the client is in the funnel. It's best not to go overboard with texts, especially if you don't receive a response. You should also aim to send your texts during peak times, such as in the mornings, evenings, or on Fridays.
Text #1: Keep It Vague
Show that you know them, but keep your message vague enough to prompt a reply:
- "Hi [NAME], it's [NAME]. Need to chat about something when you have a second. Are you free now?"
- "Hi [NAME], It’s [NAME]. Just returning your call with info you wanted. I can text or email it to you if you are not available. Just let me know. Thanks!"
Text #2: Ask a Question
If you still haven't received a response, follow-up with a question:
- "Strange question, but did you inquire about 555 Main Street? I found some info on this home and wanted to send it your way."
- "I'm not sure if you're here this weekend, but I have a list of open houses you might be interested in. Can I text them to you?"
- "Hey, it's [NAME]. If you're still thinking about buying/selling your home, I have a few resources to help you get started. Can I email them to you?"
Text #3: One Last Chance
- "Hey [NAME], I wanted to reach out one last time to see if you're still interested in buying/selling. If you changed your mind, just let me know. I'd love to know how I can improve!"
Voicemail Scripts
Make It Count
In most cases, you should always text before you call. If you do opt for a phone call, then it needs to count. Most smartphones are able to transcribe voicemail messages, so you can include specific details that will entice potential clients to return your message.
- "Hi [NAME], it's [NAME]. I know you reached out a while ago about wanting to know the value of your home. I went back and pulled your file and was comparing it against some recent comps in your area. With today's market being so hot, I think I can net you an extra $8,000 to $10,000 for your house. I'd love to talk through it and get your opinion. Give me a call back today so I can take five minutes to run through it with you. 919-555-1234. Thanks!"
Reengagement Scripts
Make Them Say No
Has it been a while since you heard from a potential lead? Put pressure on a response by asking a question that demands an answer:
- "Did you already get your house sold for top dollar?"
- "Did you want me to cancel your email updates?"
- "Have you given up on buying a house this year?"
What Not to Do
Canned, impersonal messages won't catch the attention of potential clients—in fact, they'll do just the opposite. You should also avoid using slang or sending an overly long message. In all of your communication, whether it be texts, calls, emails, or otherwise, don't do anything like this:
- "Hello [NAME]! Thank you for registering with AgentWebsite.com. Were there any properties in particular you had questions about?! I'd love to assist you."
- "Hey [NAME]! Thx for connecting with me. Reply with 2 to sign up 4 instant property alerts in the Gr8er Pittsburgh area!"