The success of your real estate business relies on many factors, but perhaps the biggest factor is your lead follow-up.

We all are spending a great deal of money on our marketing efforts these days, so it seems rather ineffective to take the time to get quality leads only to drop the ball when it comes time to follow up with those leads.

Your marketing efforts may differ from time to time, but the way you handle leads should always remain the same. Your motivated buyers and sellers are relying on you to follow up, so it is important to cover all your bases when doing so.

Your effective follow-up system may combine both personal and automated replies, as an all-automated system could frustrate people and create a very impersonal situation. However, an all-personal follow-up system would simply be too taxing on you. So, perhaps the best solution is to find a good compromise between the two.

Your Lead Follow Up Options:

• Telephone – Many people have abandoned this way of follow-up, but the fact of the matter is that it is still a personal – and often incredibly effective – way of following up on leads. Your buyers and sellers often appreciate a personal follow-up, via the phone, as it affords them the opportunity to ask questions and gain more information. An automated response system doesn’t allow them to do this. Remember: credibility is key when dealing with follow-ups, so it only makes sense to gain that credibility through personal interaction, when possible.

• Automated Response System – An automated response system may allow you to generate automatic email replies for inquiries from motivated buyers and sellers. An automated response system, although it lacks the personal aspect of a telephone call, allows you to keep in touch with your leads and provide them with important information. Email allows your leads to read the information at a time that is convenient for them, and also allows you to keep your name in their thoughts. Follow-up emails through an automated response system are a great way of keeping in touch with your contacts.

• Personal Letters – Although the advent of the Internet and email have greatly reduced the amount of mail we receive, delivering letters or post cards to your leads is a fantastic way of personally introducing yourself and what you do, and it is also a fantastic way of separating yourself from the competition. Unlike automatically generated letters and postcards, personal, hand-written letters draw attention and lend you credibility and value in the eyes of your customers. Consider templates to hasten your letter-writing efforts, but make sure to sign it personally.

Finally, don’t forget to invest in a great software system to organize and keep track of all your leads and contacts so you can better assemble a plan of attack when it comes to follow-ups. Organization is often the key to a well-run business and an excellent lead follow-up system!

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