If you are to become a successful property expert, you are going to need to convert your leads into paying clients by unlocking your lead nurturing potential. Big surprise, huh! Unfortunately, the road from a lead to a client in the property space is long for most. Applying these proven strategies for nurturing property leads to your pool of prospective clients, increasing your chances of becoming a highly successful property agent in your area.
The time between a prospect deciding they will buy/sell/move/rent/invest, to actually making it happen can be anything from a few weeks to a couple of years, and so you need to stay top of mind for, potentially, a very long time. This is why automating at least some of your follow-up processes is essential to your success.
If you can capture the details of your perfect prospect when they first start asking questions, the chances of you being the chosen expert increase 100-fold, but only if you continually follow up effectively and remain a constant source of value.
Increased bookings and inquiries will come, but it’s not the same as running a paid advert or dropping your latest instruction on the property portals. There’s a lot more to it.
In this post, I will cover:
- Mapping the buyer’s journey
- Producing valuable, in-depth content
- Personalising communication
- Leveraging automation tools
- Using social proof
and much more. So, let’s get started.
Understanding the Lead Nurturing Landscape
The first part of the nurturing equation is understanding that the quality of a lead will change over time. The difference between a high-quality and low-quality lead is often no more complicated than timing.
Somebody who has decided today to upsize might be considered a low-quality lead should you get to question them about it. If they tell you they are moving to be closer to the university their daughter will be attending in two years, then there is little urgency.
However, in 18 months, the same family will have a much higher level of motivation and might be considered a hot lead.
Okay, I might have misled you slightly there. You see, I would argue that they are a hot lead from day 1, and you only need to ensure you get their contact details to follow up with them until they are ready. This is why automation is essential, as I’ll explain next.
The second part of the lead nurturing equation is the quantity. Of course, the quality matters, but as we know, timing can often turn a low-quality lead into a scorching lead. Given that the timing could be a year or more before they are a hot lead, you need to have a lot of prospects in your pipeline.
Even if you were lucky enough to have most of your leads convert into sales within 3-6 months, that’s still quite a lead time and many opportunities for your lead to become somebody else’s lead.
Without automation, it’s easy to see how you’d lose track of many leads or just end up being overwhelmed. When you can follow up consistently without having to lift a finger, well, that’s a game changer.
The Buyer’s Journey: A Roadmap for Lead Nurturing
Part of successfully nurturing a lead through to being a client is understanding where they are on their journey.
Are they at the awareness stage and gathering information to determine their options?
Have they figured out their options and are considering what is best for their circumstances as they understand them?
Are they at the point where they must decide who to move forward with?
Where each of your perfect prospects is on their journey will determine the nurturing they require. Mapping out all the potential decisions, consequences, and pitfalls of your client’s journey will enable you to create in-depth content for them. It will help them not only make a decision but also understand what other decisions need to be made they may not have considered and the consequences for each.
Building a Strong Foundation
Until a lead is ready to decide which expert they will use, you must have an online presence that will put you in front of them every time they look, no matter what they look for.
This is why it is important to map your clients’ journey as fully as possible. By creating valuable, in-depth content that nurtures and helps them overcome any obstacle, no matter the complexity, you’ll stand out as the go-to expert and eventually become their first point of contact for any issue. Until that happens, there is always the chance that another expert will catch their attention.
Crafting Compelling Content
The very best way to nurture your prospects is to keep them engaged whenever they consume your content. This means that you’ll need to learn how to create compelling content.
Your content needs to be more than just technically correct; it needs to have its own journey and tell stories. Part of the nurturing process will be building trust and rapport, which is much easier when you understand your values, beliefs and how your experience is relevant to your client in waiting.
Creating Informative Blog Posts and Guides
Your content must be so much more than a few words that answer a question. I would urge you to look at several of my posts. I don’t want to blow my own trumpet, but let’s face it, if I don’t, who will?
When you look at this post and others, what I hope you notice is that they could all have been answered much more quickly. I am literally practising what I preach.
In a sense, I am nurturing you to understand what it takes to attract a lead and nurture them through to being a client. I will discuss the journey at the end of this post since nurturing and lead generation are connected but separate parts of your business, and creating a content goldmine integrates them on many levels. I will also offer a solution, in this case, my book, which discusses all aspects of lead generation and nurturing in much more detail.
Instead of just listing all topics with a brief description, as so many people do, I go more in-depth into each subject and explain the value, importance, and benefits. This, in turn, allows you to try different ways of nurturing leads with some understanding of the ups and downs you might face.
When I talk about these topics, I use my own voice, my own language, and in many instances, I ignore my writing assistant and use “incorrect” terms, punctuation, and repeat words to get a point across instead of using the suggested synonyms and alternatives. This makes the content uniquely mine.
What Next?
After I have completed this post and edited it, probably more than once, I will add graphics and other visually interesting bits to make it visually appealing.
The end result, I hope, will be a post that looks attractive, gives value, educates, and encourages you to build a content goldmine for your business.
When you create your posts, I expect you will do the same for your prospects about the subject you are an expert in.
As I now demonstrate the exception to my rule about going into greater depth on each subject, I’ll now give you a brief overview of SEO. But only because, well, you’ll see in a minute…
Harnessing the Potential of SEO
SEO is a misunderstood part of content marketing for many. Yes, there are many moving parts, some of which seem unrelated, but the entire multi-billion dollar SEO industry is there to do just one job.
GIVE PEOPLE WHAT THEY WANT
That’s it. That is all SEO does. Okay, in the very broadest of terms – of course, SEO does do more. But, what everyone who uses SEO wants, is for people to find them and their stuff, first. The absolute easiest way to do that is – well, you get the idea. Now, I grant you how it does it is very complicated, but even that is more easily understood when you understand in broad terms why each part of the SEO engine exists.
I discuss SEO in depth in my “What is SEO?” post. Check it out when you’re done here.
Essentially, you need to know that SEO doesn’t work without expert-level content. There is on-page, off-page, and technical SEO. Off-page SEO is just a backlink from another website and will significantly impact your Google rankings more than most other parts of SEO, though they are all important in their own right.
SEO will have far less impact if you don’t plan to create new content for your website continually.
I won’t get any more in-depth about SEO here since it is all covered in the other post, but I thought it worth mentioning since it is what makes you consistently show up for your leads before they have given you their contact information. When a website visitor gives you a way to contact them, they become a lead. Until they are a client, there are many opportunities for them to become somebody else’s lead. Leveraging SEO will reduce the likelihood of losing your lead until they trust you as the go-to expert in your area.
The Art of Personalisation
There are a few ways to personalise your content. The more people can relate to what you say, the more they’ll remember who you are, what you said, and trust you as an expert.
Understanding Your Leads
When most people start looking for a way to market their services, they fall into the trap of trying to figure out the demographics and psychographics of their audience. You really don’t need any of that. Certainly not when you’re starting out.
Creating Buyer Personas: Your Secret Weapon
Initially, your buyer personas are simply the problems you can help solve. Simply put, the questions you answer daily are the best way to determine who needs your help.
Sure, the salary, profession, and activities your perfect prospect enjoys may well enable you to run a more effective Facebook ad, but if you want people to find you organically through the search engines, also known as Google, then matching your content to the problems people need solving is a much better way to get them to connect with you.
By knowing the problems a buyer, seller, renter, or investor faces, you already know everything you need to know about them to enable them to find your content.
Utilising Customer Relationship Management (CRM) Software
When you start to build your database of leads, which information is going to be more helpful:
Demographics
- Age
- Gender
- Martial status
- Number of children
- Occupation
- Income
Psychographics
- Lifestyle
- Values
- Goals
- Motivations
- Attitudes
What problems do they need answers to
- How much is my property worth?
- How long will it take to sell my property?
- What marketing will you do to sell my property?
- How is the local market performing?
- What fees do you charge?
Okay, I get it. You might be thinking that you’ll get a lot more demographic information.
Here’s the thing: if I create an automated lead-generating content goldmine, I don’t need to speak to a lead to know what questions they’re asking. I can offer content upgrades in exchange for an email address and automatically follow them up for years to come.
If I do it the old-fashioned way, I get none of the necessary information unless they speak to me first. I already know that 70% of people won’t even consider speaking to me until they’ve researched their problem online and looked up anyone they might consider talking to.
If I didn’t show up during that phase of their research, what are my chances of getting the demographic info I need to help them?
If you thought “somewhere between very low to none”, I agree. You can’t nurture a lead until you know who they are.
Tailored Communication
Tailoring your communication goes beyond a Dear [FIRST_NAME] auto replacement in your CRM or autoresponder.
The Personalised Email Strategy
Now, I’m not saying you shouldn’t personalise your emails with client-specific details, but the actual content of the mail should be tailored to the problems they face.
For each series of emails, instead of a generic collection of “we’re still here” emails, you can deliver more value by talking about their journey:
- What steps should they have made to get to the question they needed an answer to?
- Have they completed the various required actions?
- Are they aware of what problems they might face in future?
- Have they taken the various steps that would prevent delays and unnecessary costs?
By delivering this kind of value in your email follow-up sequences, you are genuinely nurturing your prospects in a way that few others would even consider.
By tailoring your emails based on the problems you know they have and will face, you position yourself as a caring expert and will stand head and shoulders above your competitors.
Social Media Engagement: A Direct Line to Leads
When you have high-value expert content available to leverage on your social media channels, you can change up how you promote your expertise.
When promoting your expertise on social media, you have a considerable advantage over other experts who think that social media is just another property portal or a place to run ads for the best mortgage rates or insurance deals.
Let’s stick with the “What fees do you charge?” question since I’ve used that as an example in other posts.
Instead of posting about “What Fees Do We Charge?”, you can turn any topics you discussed in your expert post into a catchy headline. The great thing about social media is that if one headline doesn’t work, you can try another in a few days or maybe a week. Heck – you can try a different headline on each platform as quickly as you can come up with them. If you’re on six platforms, you could be testing 40+ headlines in a week for the same post.
Oh! You don’t think you could do that? Let me show you what I mean, it’s much simpler than you think.
A Quick Example
In your fees post, you might have discussed:
- Management costs
- Maintenance and Repair
- Lack of transparency
- Incentives
- Flexibility
Each of these topics could easily be turned into a social headline, which you can either send people back to the full post or to a download of your free guide.
Here is a quick look at some of the angles you could test with your fees post on social media:
Management costs
- Are your management costs eating into your profits?
- How to reduce your management costs without sacrificing quality
- The hidden costs of management fees
Maintenance and repair
- Maintenance and repair costs: How to avoid overpaying
- How to get the most out of your maintenance and repair budget
- The importance of preventive maintenance
Lack of transparency
- Beware of hidden fees and charges
- How to find a transparent and trustworthy fee structure
- Demanding transparency from your property expert
Incentives
- Get rewarded for being a good customer with fee incentives
- How to negotiate lower fees with your providers
- The best ways to save money on fees
Flexibility
- Flexible fee structures that fit your needs and budget
- How to get the most value for your money with flexible fees
- The benefits of working with a provider that offers flexibility
Compare these to the snoozefest on most property experts’ social pages. I hope you’ll agree that the possibilities for engaging potential prospects through your chosen platforms are endless.
These are just a few ideas from some of the points you might have touched on in one post!!! Imagine the variety you’ll have from a completed post. Better yet, think of the choice you’ll have when you’re posting new expert content regularly. 🤯
Need More Help?
If you’re still thinking, “Yup, great examples, I’m still not sure I get how to come up with headlines like this…” don’t worry. I’ve got you covered.
Grab a copy of The Perfect Hook™, which has over 40 headline formulas with examples of how to use them and even has a couple of bonuses.
Nope! It’s not more formulas. Try again.
Or, just click and download it.
It’s completely free, and you don’t even have to sign up for it.
Nurturing Leads through Valuable Content
The main thing I want people to understand about being seen as the go-to expert is that you’ll struggle to reach most people who need your help without valuable content.
I won’t say that no amount of advertising can compete since a large budget will undoubtedly do the job. However, since most businesses don’t have an unlimited pool of cash to spend, the alternative makes much more sense.
A content goldmine will generate and nurture leads long-term and sustainably without breaking the bank.
More than that, a content goldmine also:
- Positions you as an expert
- Builds trust and rapport with your prospects
- Increases the size and value of your online footprint
- Enable you to outline your position on subjects that can be searched and verified
It’s difficult to attribute any of these qualities to a paid ad for an instruction posted to your website or on a property portal. Quite simply, it’s better in almost every way except one.
Reach.
But that’s only at the beginning. After a few hundred blog posts, you’ll get more high-quality prospects than ever.
Educate and Inform
The chances of any ads you might run getting in front of the right person at the right time are pretty low. Conversely, creating content that answers questions and solves problems will only show up when somebody goes looking.
When you pay to interrupt your perfect prospect (maybe) with an ad, you may have a 1% hit rate. If somebody searches for an answer and your result shows up, that jumps to 3%, and you’re not even paying for the result.
Get to the top of Google, and things really jump. A study by Smart Insights found that the average conversion rate for #1 SERP listings was 39.8%, compared to 18.7% for #2 listings and 10.2% for #3 listings.
What has all this got to do with nurturing?
Well, as I mentioned before, until you are the go-to source for any property-related query, you risk being replaced as the expert unless you keep showing up. This includes searches people perform even after visiting your website and consuming some of your excellent content.
Blogging for Success: How-To Guides and Expert Tips
Nurturing your leads into clients in waiting is as simple as being everywhere they look with something new to keep their attention on you as the expert.
This means that your content has to cover all potential questions. While providing an in-depth guide in a post is good, the perceived value can be increased if you change the format.
Whitepapers and E-books: The Knowledge Vault
Creating E-books and whitepapers is undoubtedly a more advanced level of content; you should keep it in mind, though.
You might think that a whitepaper is only for professors and researchers, but they are a valuable tool for any expert.
A subject expert often writes a whitepaper and is Authoritative, Objective, In-depth, Educational, and Persuasive. They should be well-researched and provide accurate and up-to-date information.
Present the facts fairly, avoid making unsubstantiated claims, and provide in-depth information. They should go beyond what is readily available online or in other marketing materials.
White papers should also be educational and informative and help readers understand the problem and the available solutions. Finally, they should convince readers that the solution offered is the best way to solve their problem.
An E-book, in contrast, can be much more story, experience, and point-of-view based. Whichever format you choose, they should stand alone and have everything needed to resolve your reader’s issue.
Depending on your audience, it might not be the best route, but looking into whether your audience would be receptive to this level of detail might be another way you can stand out above your competitors while offering a unique way of nurturing your leads.
Webinars and Virtual Property Tours
Webinars are usually live events requiring registration and sometimes payment to attend. Recorded and evergreen, a webinar will be well planned, have multiple experts and a specific outcome in mind, usually sales, and follow a prescribed sequence to maximise the chances of converting attendees into clients.
Webinars are a proven tool for lead generation, nurturing, and conversion. They cover all the bases, but you have to put a lot of effort into creating one. If you have nothing to sell up front, or attendance has a price of entry, you must ensure that the value far exceeds the cost, or you’ll get many refund requests, complaints, or both.
However, once created and proven to be a success at the desired outcome, you can run it on autopilot with minimal cost. Your webinar must be exceptionally informative if there is no charge and nothing to sell. If you only intend to deliver value and nurture your attendees towards being a client, a webinar may be overkill, but it will certainly impress.
You can use your virtual property tours as a promotional tool that also nurtures your prospects. If you’ve spent hours recording a home interior and editing it into a high-quality promotion that catches the interest of many buyers/investors, you can use it as one of many examples of what your prospects can expect. Creating a page of all your best virtual tours on your website is almost as good as another page of testimonials.
Lead Magnets and Gated Content
Content upgrades are the core of every content goldmine. The cost is often just an email address, but it makes them no less effective.
Crafting Irresistible Offers
One of the mistakes many marketers make (that’s you, in case you were wondering) is that even free content must be made into an attractive offer.
An irresistible offer can often be captured in a headline, but sometimes, it requires a little more effort. The last thing you want is for a potential lead to scroll past your offer because they don’t feel it’s relevant to them or interesting enough to warrant a closer look.
I recently started listening to Russel Brunson’s Expert Secrets audiobook again, and even though I’ve read it a couple of times and feel like I understand the process, I still find myself nodding and getting aha moments. I recommend reading or listening to Russel’s Secrets trilogy (Dotcom, Traffic & Experts). There is so much there that you’ll learn from and be able to apply, but only now you’re serious about being the best-known, most trusted property expert in your area.
The Power of Exclusive Access
Depending on what part of the property industry you work in, the option to charge for information may or may not be an option. Whichever is true for you, restricting access to your content in exchange for more information or payment, also known as gated content, can increase the perceived value of your content.
To gate your content, you can:
- Add a form / Collect Name & Email
- Charge with a paywall
- Make content available to account holders only
- Use a quiz or survey to get an answer
Whichever you decide to use, you’ll need to ensure that your content is another step up in quality and value, or your prospects will not return for more.
If you can increase the content value, you’ll increase your standing as an expert while increasing the perceived value of your gated content.
Mastering the Art of Landing Pages
Another way to increase the perceived value of your content is to create landing pages. This can be a particularly powerful tactic if you’re not charging for your content but only asking for an email address. Most people expect a landing/sales page when they are being asked for money, but if the cost is only their name and email address, and they still get all the great things on the page, it can really increase the conversion rates.
To effectively nurture your leads, increasing the perceived value of your content is one way to keep them interested and engaged with what you’re offering.
The Role of Social Proof
Everyone knows testimonials and 5* reviews are good, right?
So why doesn’t everyone ensure they have lots of them?
It puzzles me, too. It’s understandable if you’re a new business or you’ve done a significant rebrand, but I see property experts who’ve been trading for years with hardly any reviews.
It can’t be because they’re not good at their job, can it?
Well, it’s more likely they’re just not asking for them. Even a below-average, inexperienced property guy can have one of those deals where everything goes amazingly well. That’s got to be worth a 5* review. Sure. But often, you’ll only get one if you ask for it.
Part of nurturing your leads is making sure there is no doubt in their mind that you are the right person for the job. You can create the best content on the planet, but it will be a much tougher sale if nobody is out there singing your praises other than you.
You know most of your prospects will look you up online; what will they find?
Customer Testimonials and Reviews
Reviews are, of course, fantastic and, indeed, required, but testimonials are better, especially if they are on video.
A testimonial from a client is a step up from a review. Still, you could also use an interview format where you ask your client about their experience and get them to talk through any problems, delays or frustrations from their perspective. This will likely be one of your best nurturing tools when you can direct your leads to this type of content, and you know, from the content they’ve already signed up for, that this will demonstrate you can solve their problem.
Showcasing Your Success Stories
When you’ve built up a nice catalogue of testimonials, don’t just tag it with a name and date, for example; instead, add a title that describes the type of client and a description of what is discussed. Should your leads find your testimonials page, help them find your previous clients who are like them, and they can nurture themselves by consuming more relevant information.
Harnessing the Power of Online Reviews and Ratings
Online reviews are available in many different locations. People can leave reviews on Google, Facebook, Yell, Trustpilot, allAgents and many more.
To get the best leverage out of your reviews, ideally, you’ll want to focus them on two or three places. Ideally, Google My Business will be one of them since that will also help rank your content. For the others, build on what you have or pick one that is already relevant in your industry.
You’ll need to create a strategy for ensuring all your clients are followed up once everything has been completed and delivered and to know what they’ll say before sending the link to the review site. Fortunately, I cover that in Automated Property Leads Forever. I’ll likely create a post about it at some point, so watch this space.
Turning Your Leads into Believers
By weaving your stories throughout your content, organising your reviews, testimonials and case studies and referencing them where relevant, you can position yourself as the go-to expert in your area. Nurturing a lead into a believer will be much simpler when you design your content goldmine to incorporate your values, beliefs and stories from the outset.
Leverage Influencer Marketing
I touched on working with other experts in the webinar and virtual property tours section, but there is much more you can do. If you have multiple in-house skills, you can more easily get together and discuss related issues. If not, then you should leverage the expertise of other experts and influencers in your marketing and nurturing processes.
Partnering with Influential Figures in the Property Industry
When looking for experts to partner with, your first stop should be experts in your area. Imagine you’re an estate agent and have started creating your content goldmine. You’ve got to the posts where you want to talk about mortgages, but you can’t give any advice since you’re not qualified or registered. Partnering with an award-winning, locally-based independent mortgage advisor, for example, might make for some excellent content. Now imagine if they were also a content creator and had their own content goldmine that you could guest on about the issues estate agents have with mortgages.
Sounds like a winning combo to me.
What if you did the same for a Valuer, Solicitor, Insurance Broker, Surveyor, Building Inspector and Removal Company? Your prospects need a power team and the relevant expertise for their situation. If you’re nurturing your leads through the entire process and providing insights into areas you don’t handle directly, by collaborating with other experts, your status as an expert is amplified. Not to mention the additional business you each might gain by guesting on the other’s content.
The Power of Collaborations and Shoutouts
While locality is a bonus, it is not a requirement. If no local experts have the same level of high-quality content as you, then looking further afield is a no-brainer.
Collaborating with other experts around the country signals to your prospects that you are connected, open, and friendly, as well as a professional they can trust. Nurturing is about more than just following up continuously; it’s also putting yourself out there so they can see you’re a part of a larger community.
Shoutouts can be a great way to initiate relationships with other experts you’ve not had the pleasure of speaking with. You might reference an excellent piece of content, congratulate them on an award, promote a unique insight they’ve shared, or just show your admiration for their work. If they create great content, they probably monitor their reputation, so they’ll see anything you post.
Creating Trust through Authority
Gaining authority and trust starts with developing genuine expertise around your niche. As you collaborate with other respected voices and consistently produce insightful, high-quality content, you establish yourself as a trusted source on your topics.
This credibility and goodwill make it easier to nurture relationships and convert contacts into clients or partners. Focus first on serving your audience with excellent content and collaborations. The authority and trust will arise naturally from the value you consistently provide.
Automation for Efficiency
Effectively following up with your leads is the best way to ensure you remain on top of their thoughts when considering anything related to your service.
But do you want to do that manually?
If you can follow up with every lead regularly, you definitely don’t have enough.
Automatically following up should be your first port of call for every lead.
Email Drip Campaigns
Emails are still an extremely effective way to communicate with prospective clients. This means that it’s the perfect tool for nurturing them, too.
The Magic of Automated Email Sequences
Email automation has been around for many years, and many systems have built-in logic that enables you to get very clever with your nurturing.
If, for example, somebody signs up for a checklist that enables them to determine if they are ready to put in an offer on their first home, but they never download it, what’s the point of sending information about the next step? Instead, you can send several emails reminding them that they requested the checklist and don’t have it yet.
Achieving Consistency in Lead Nurturing
Being able to follow up for months or even years if required is the key to ensuring you’re the first point of contact when a prospect is ready to become a client.
Automation is the only real option available for this kind of consistency. Taking the time to plan out a relevant sequence of emails is where this strategy comes into its own. The great thing about continuously adding to your content goldmine is that you’ll be hard-pressed to run out of topics to discuss before they’re ready to become a client.
The Right Tools for Email Automation
I’m always a little hesitant about recommending a piece of software when I know nothing about the systems they might need to connect to.
My advice is to do as much research as possible.
Get into your expert groups and find out who else is using what you use, then describe what you want to achieve and see how others are already performing it. Talk to the sales and support teams about the systems you’ll connect to your email system. Whether it’s your CRM, property portal, Website, Social Media, or maybe all of them, somebody will have done what you’re trying to do.
Here are a few of the more popular email automation platforms:
There are many others, so learn all you can about how well they work with your existing systems before jumping in and trying to get everything working together. Also, pay attention to the different packages available since some features are only available to specific plans (Integration to SalesForce will not be included in a basic plan, for example). The number of office users and the leads/emails will also affect the price, so pay attention.
One final caution is that more features do not mean better value. At least, not if you won’t be using most of them. Again, ask around and see what others are using and whether the “features” they pay for are all worth it.
Many companies allow you to book a call to discuss your requirements. Klaviyo and Active Campaign offer a demo, so take advantage of that. If you have a shortlist of potential apps, tell them what you want to achieve on the call and hear their pitch. It could make all the difference.
Chatbots and AI
I love an excellent chatbot; there’s no denying that they’re great. There is a caveat, however. You need to spend a lot of time making them really good, or they will suck, and not just a little bit. In the past, this meant mapping out a series of predetermined paths your leads could follow and sending them to a live person if they deviated.
Now, AI is in the mix, and things are changing.
Unless you’ve been living in a cave, I’m sure you’re aware it is already possible for an AI to chat, in general, about almost anything. It can also talk in detail about topics it’s fed a lot of information about. It is so good that AI has been able to pass legal and medical exams that take years to study for, if you’re human, that is.
Now, we can use this AI technology to be a chatbot for our business with all the abilities of natural speech and skills in understanding and knowledge about what we do so that it can answer any question a lead, prospect or customer asks.
But how do you program the AI to know everything about your business?
Simple: just load in a copy of your book(s) and all the transcripts from your videos and link it to your blog to consume everything you’ve produced over the last several years.
Yes, this is where most people will struggle. It’s also another great reason to get started on your content goldmine today. Look, there’s enough information out there that you could program an AI to answer most of the questions your leads could possibly ask. But do you really want another generic cookie-cutter copy of what everyone else is using?
If being the same as thousands of others in your profession works for you, go for it. If you want to stand out, maybe you should wait until you have enough knowledge available to train an AI to be able to nurture your leads with your voice, values, beliefs and stories.
24/7 Availability: The Chatbot Advantage
Once you’ve taken the time to build a regular chatbot or to train an AI chatbot, they can transform your business. As well as being available day and night, they never forget to follow up, send a guide, or previous chats.
AI-Powered Lead Segmentation
When you program a chatbot, you can tag the person with various attributes that build a bigger picture of who they are and what they want. This enables future communication to be that much more relevant to their situation.
Personalisation at Scale
As you build your online presence and the number of people interacting with your chatbot grows, you’ll see patterns emerge that will enable you to create better content for your audience.
Build a Chatbot Now or Later?
If you have the time and resources available to build an outstanding chatbot today and you’re going to integrate it into your business properly, I would definitely get one set up as soon as possible.
They are already brilliant at handling simple support and marketing tasks and will save you time and increase your online presence. Win/Win.
If your online presence is limited, and you’re not yet ready to dive into the world of AI-driven chatbots, that’s perfectly okay.
Remember, it’s not just about having a chatbot; it’s about having the right one that resonates with your brand, values, and unique voice. Take the time to build a chatbot that embodies your essence and beliefs.
Ultimately, whether you embrace AI-powered chatbots now or in the future, the key is to nurture your leads with a personalised touch that reflects who you are. Like your content, your chatbot should be a genuine extension of your business, setting you apart in a world where authenticity shines.
Unlocking Lead Nurturing Success
Your success with nurturing leads starts long before you know who they are. If you are a knowledgeable, friendly, experienced, and conscientious property professional but aren’t promoting yourself effectively online, you’re making it much more difficult for yourself.
Promoting yourself online starts by simply sharing who you are, what you do, and why. Your expert content bridges the gap between the what and why with the how.
This is where most leads need you to show up, and most experts don’t.
Unleashing Your Property Lead Nurturing Potential
By creating expert content and promoting it around the web, you’ll do more to nurture your leads than 95% of your peers.
Of course, mapping your client’s journey and having all the content and upgrades to hand when you finally know who your lead is will be essential. But knowing who that lead is in the first place is far less likely if they can’t find out about you first.
Your Journey to a Thriving Property Business
Now that you know that being the best-known property expert in your area is more important than actually being the best, you can start working on that aspect of your business. The easiest way to do that is to build a content goldmine. Everything you need to know to get started is in my book, Automated Property Leads Forever. Get your copy today.
The Future of Property Lead Nurturing in the UK Market
Nobody can know the future, but we can make a few educated guesses. Here are a few of mine.
AI will play a significant role in all areas of our lives. No brainer – right?
AI-powered SEO will get better at matching people with the best content from local experts. That’s already happening.
Whoever has the best content will get the most leads. This is not yet the case, but I see this changing as AI improves.
I predict the number of people working in the property industry across the board will decrease.
Why?
Standing out and being seen as a go-to expert is already tricky. The people who start creating their content goldmine to build their online presence will have an enormous advantage over those who don’t. More happens to nurture a lead before they become a lead than most people realise. This is why so many struggle to convert their few leads into clients.
It’s not a matter of difficulty or the bar being so high that nobody can achieve the standard. It is more that so few are willing to put in the effort required to make it happen for them.
You’re putting so much effort into nurturing low-quality leads; why not flip the script and have your leads self-qualify and nurture themselves?
Working on your content goldmine and online presence a couple of hours a day for a year will make you unbeatable in your area. So why aren’t you doing it?
Don’t forget to grab your copy of Automated Property Leads Forever.
You know what you need to do. I’m here to help if you need it. Drop your questions in the comments below.
