How to Use Automation to Grow a Real Estate Business


As a real estate agent, you are always looking for ways to grow your business in the hyper-competitive real estate industry. One way to do this is to use automation, especially the right marketing automation tools. Automation can help you with your real estate marketing by providing a way to reach more leads and prospects. It can also help you stay organized and keep track of your contacts. Additionally, automation can save you time by automating repetitive tasks.

If you are not using marketing automation, you are missing out on a valuable tool that can help you grow your business.

Ok – so let’s get into it!

What are cold leads, warm leads, and hot leads?

As a real estate agent, you will come across three types of leads: cold, warm, and hot.

A cold lead is someone who has had no contact with your business. They may have seen an ad or heard about you from a friend, but they do not know much about you.

A warm lead is someone who has had some contact with your business. They may have visited your website or attended one of your open houses.

A hot lead is someone who is ready to buy or sell a property. They may have already spoken with you about their real estate needs and are considering you as their agent.

So what?

It is important to nurture all leads, but you should focus your attention on the hot leads as they are the ones who are most likely to do business with you.

When you are using marketing automation, you can set up campaigns to target each type of lead. For example, you can send a cold lead an email that introduces them to your business. For a warm lead, you can send a more personalized email that talks about your recent listings. And for a hot lead, you can set up a meeting to discuss their real estate needs.

By using automation, you can stay in touch with your leads and nurture them until they are ready to do business with you.

Now, imagine doing all of that manually for every lead in your database. 😬

Have you ever had a virtual assistant?

If you have, then you know how valuable they can be. Personal or virtual assistants can help you with your real estate business by taking care of repetitive tasks, such as sending out emails and making follow-up calls. Sounds too good to be true right!

Well, a real estate automation system is even better, because it works way faster and it never sleeps! If you’re serious about making progress in the real estate industry, we highly recommend it!

But doesn’t automation take the personal touch out of my real estate business?

You’ve probably heard us say before that real estate is a relationship-based business. So why are we advocating for automation, which seems to go against that? The simple answer is that automation does not have to take the personal touch out of your real estate business. In fact, when used correctly, automation can help you build deeper relationships with your clients and prospects.

Automation actually improves the overall experience because when you generate leads, those leads are actually getting valuable information from you through your automated process. It’s a win-win!

Automation frees real estate agents up for more relationships

As a real estate agent, your time is precious. You are always meeting new people and working on building relationships. Automation can help you by taking care of some of the repetitive tasks that take up your time. This way, you are free to meet more people and build more relationships. Meeting more people means you get the opportunity to build more relationships, and building more relationships means you get the chance to close more real estate deals.

Automation frees real estate agents up for deeper relationships

By automating real estate marketing tasks, agents can focus on developing deeper relationships with their clients and growing their business. When real estate agents take the time to develop deeper relationships with their clients, they earn trust. Clients who trust their real estate agents are more likely to use them again in the future and recommend them to others. This type of trust is earned over time and through experiences that show an agent is reliable, knowledgeable, and above all, cares about their clients.

It may sound odd, but automation actually helps you build better relationships.

What is the most important thing in the real estate industry? Relationships. Relationships. Relationships.

The real estate business is built on relationships. The stronger the relationships agents have with their clients, the more successful they will be. Real estate automation can help by giving agents the time they need to focus on developing those relationships.

What is the role of automation in your real estate business?

With that being said, we often get asked, “What is the role of automation in my real estate business?”

The goal of automation is to start conversations, not finish them. Real estate agents use a wide variety of marketing techniques to get in touch with a potential client. However, automation can take your business one step further by automating some of the more time-consuming processes involved in real estate marketing.

Can we all agree cold calling is the worst?

I was sitting in a coffee shop the other day when I overheard two real estate agents cold-calling clients. They were sitting at the table behind me, and after listening to them for a few hours, I got the impression that they weren’t having much success.

In fact, it seemed like they were just annoying a lot of people—on the phone and at the coffee shop.

If you’re in the real estate business, you know that prospecting can be a real pain, whether you have a business process or not! Yet, most real estate companies rely on this tactic. 🤦🏼‍♂️

You make cold calls, send emails, and text your leads, but you never seem to get a response. It’s enough to make you want to give up on real estate altogether.

But what if we told you that cold calling doesn’t have to be so bad?

Just kidding, it’s an irredeemable waste of time and a horrible experience for everyone. 🤣

There are plenty of other options for marketing your real estate business, and we’re here to tell you that you don’t have to subject yourself to the soul-sucking experience of cold-calling leads.

Use automation instead!

With real estate marketing automation, you can automate your prospecting process and free up your time to focus on other things.

For example, you can use drip campaigns to automatically follow up with potential buyers. This will help you keep track of who is interested in your home. You can also use lead scoring to prioritize the most promising prospects so you can focus on them. If this sounds complex, just keep reading and I’ll explain it all.

What are email and text drip campaigns?

If you’re in the real estate business, chances are you’ve heard of email and text drips.

These are automated marketing tools that real estate agents use to stay in touch with their clients and prospects. Text and email drips are a great way to keep your real estate business top of mind with your clients and prospects. They help you stay in touch without having to lift a finger! Remember those cold and warm leads we talked about a while ago? This is how you can warm them up and make your lead calls more valuable.

Here’s how text and email drip campaigns work:

You set up a series of texts or emails (called a drip campaign) that go out automatically at pre-set intervals. For example, you could set up a drip campaign that sends out a text or email every Monday morning.

Each text or email in the drip campaign contains helpful information about the real estate market, your business, or both. The goal is to keep your clients and prospects informed and engaged so that they think of you when they’re ready to buy or sell a home.

Email and text drips are an essential part of any real estate agent’s marketing strategy. They’re a great way to stay in touch with your clients and prospects without having to lift a finger. When you get things really dialed in, you can even use automation for appointment setting (which is what Witly Lead Assist does)! 🤯

If you’re not using them, you’re missing out!

So how does automation actually help you start conversations?

Wouldn’t it be nice to only engage the leads who actually reply to a message?

With real estate marketing automation, that’s exactly what you can do. By automating your initial contact with leads, you can focus your follow-up efforts on the ones who respond. This is a huge time saver for real estate agents, who are often bombarded with leads who never reply, and gives you a huge advantage because you know the people you’re engaging with actually want to talk with you. 🤯

When your email and text drip campaigns are working correctly, you are always getting contacted by people you never personally contacted yourself.

Pretty cool, right?

What do you do when you get a response?

Follow-ups: this is your queue to get in the game.

Now that you know you and your lead are on the same page, it’s your time to shine as real human engagement takes over. On average, real estate agents only convert about 2-3% of the leads they get into clients. So when someone responds, you need to engage them quickly, cheerfully, and honestly.

The real estate business is a people business. And even with the advances in real estate marketing automation, real human engagement is still key to success.

Follow up…fast!

When you get a response from one of your real estate leads, pick up the phone and give them a call. This is an important step in building relationships and converting leads into clients. Don’t rely so heavily on the real estate automation you put in place that you forget to follow up!

We love automation, but if you generate leads you never follow up with, what’s the point? When you get responses from prospective customers, you need to reply as soon as possible!

No one wants to work with an unresponsive real estate agent.

Be laser-focused on that first call

The goal of your interaction is not to get a client. Sounds crazy right? Well, it’s true. At this point, the goal is to set an appointment.

The real estate agent-client relationship is built on trust. And the best way to start building that trust is by having a conversation. That’s why the appointment is so critical!

The purpose of the appointment

On that call, you’ll learn more about your lead’s needs, wants, and circumstances. You’ll also have an opportunity to introduce yourself and start building rapport.

Remember, the goal is not to get a client in that initial response. The goal is to set an appointment so you can continue getting to know each other and build that trust.

By setting an appointment, you’re showing your real estate leads that you’re interested in them as people, not just as potential clients. And that’s the first step to building a real estate business that lasts.

What if I’m not very technical?

Not to worry! Now is a time to shamelessly plug Witly Lead Assist.

We recently created Witly Lead Assist, which you can add to any paid account. Witly Lead Assist is our amazing automation tool for follow-up. It’s time-consuming to follow up with leads manually, and Witly Lead Assist automates the process so you can focus on your sales funnel.

We use both artificial intelligence and real human engagement to follow up with leads and keep your sales funnel moving smoothly. So if you’re not very technical, or even if you are, Witly Lead Assist is here to help!

Ok—back to our regularly scheduled programming.

Are you generating leads, but not converting clients?

Maybe your business has stalled even though you have good lead flow. If so, lead generation may not be your problem. The issue may be with lead management and follow-ups. Studies show that the vast majority of agents struggle with these areas.

The good news is that there are ways to improve your lead management and follow-up system. By making a few simple changes, you can start converting more leads into clients.

Here are a few tips:

  1. Follow up with leads quickly
  2. Send personalized messages
  3. Stay in touch after the sale

By following these tips, you can start improving your lead conversion rate today.

How do I know if my business processes are working?

Lead generation and lead management are essential parts of any real estate business. However, too often new leads are generated without a follow-up plan in place, or new leads are not followed up with at all.

As a result, many potential clients slip through the cracks. You may think you have all the relevant content you need, you’re sending automated messages and automated follow-up emails, but you still can’t seem to convert leads.

We often find that real estate agents are missing one important component: knowledge of what success looks like for their business process.

The best real estate agents know what success looks like; the real estate professionals who struggle to be successful, on the other hand, rely on their feelings.

Don’t trust your feelings!

Your feelings tend to do you wrong.

That’s why it is important to have realistic expectations for conversion rates and to track results so that you can continually improve your lead management system.

Ask for help!

If you’re like most of our clients, you’re probably plenty busy just trying to keep up with your family, friends, and business to learn everything you need to know about real estate marketing.

That’s where we come in!

Witly Marketing Coaches are experts at all things marketing analytics, strategies for follow-ups, and more.

We can help you understand your business processes and how to track them for success. Our system is designed to help you improve your lead generation and follow-up process so that you can close more deals and grow your business.

Additionally, we can analyze your metrics and help you understand if you’re on track. We know how many leads you need to generate a client, and we can even help you understand how much it costs you in ad spend to close a deal!

Parting Words

Lead generation and follow-up are essential parts of any real estate business. By following these tips, you can start improving your lead management system today.

If you need help, Witly Lead Assist is here for you! Our amazing marketing automation software for follow-up can save you time and energy so that you can focus on your relationships.

Additionally, our team of Marketing Coaches are experts at all things marketing analytics, strategies for follow-ups, and more. We can help you understand your business processes and how to track them for success.

If you’re looking for more tips on how to build your real estate business, make sure to sign up for our newsletter. We post new articles on the best marketing strategies every week! Also, be sure to follow us on Facebook!

And if you’re interested in working with us, we would be more than happy to chat with you about how we can help grow your business. Just shoot us an email. If you want to learn more about Witly, check out our website!

See you next time 👋🏼

Alex Moore

Get in touch

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