90% of deals happen during the follow-up.

They don’t happen on the first phone call.

Often, they don’t even happen after a couple of conversations.

They happen down the road when the prospect has had time to think about your offer, when the pressures of everyday life start to become more acute.

Then *ring ring*, “Okay yeah. We’ve decided to take you up on your offer if it’s still good.”

That call can happen when you least expect it, a few months or even a few years after first contact. That’s why having a clear-cut follow-up process is so darn important.

20% of your success will come from generating leads, but 80% will come from nurturing those leads.

But maybe you don’t know where to start.

So here’s a simple, but effective follow-up process that will get you moving in the right direction.

Follow it, tweak it, and keep going!

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Day 1 – Phone Call

For those non-phone-call leads — such as when someone opts-in on your website — you need to call them as soon as possible.

This one is easy. Just call and ask them why they’re wanting to sell, how much they want to sell for, and other important upfront questions. You can try to move forward if they seem motivated. If they don’t answer, leave a voicemail introducing yourself.

Day 2 – Text Message

Text messages are great because they’re a little bit less invasive than a phone call. This is perfect for day 2. You called them yesterday, so rather than annoy them with another call (and maybe get your phone number blocked), just shoot them a simple text telling them about what you do and asking if they’d have time for a phone call in the next couple of days.

Day 3 – Call + Mail

On day 3, it’s time to try and call the prospect again. If they don’t answer, leave a voicemail explaining why you’re trying to get ahold of them. This is also a good point to send a mailer with a custom “free home valuation report” or something similar. It’ll arrive in a couple of weeks and might help push them over the edge.

Day 5 – Email Valuation Report

On day 5, you can email them the same “free home valuation report” that you mailed them a few days ago. It’s important to use different modes of communication for different types of people. That’s why this follow-up process includes phone calls, text messages, mail, and email. This also makes your follow-up process feel a little less invasive.

Day 7 – Phone Call

On day 7, you can try to call one last time. If they don’t answer, leave a voicemail letting them know that this is the last time you’ll try to call them because you don’t want to annoy them. That creates a little bit of pressure for them to call you back… since it feels like their last chance.

Week 2-10 – Email Drip Campaign

After a week of intense follow-up, if you still haven’t heard back, then we recommend putting them into an email drip campaign (automated email sequence) for about 8 weeks. This campaign might include emails that send 2 or 3 times a week with free value, interesting content, and occasional pitches. The main goal here is to build trust and keep the relationship going.

Week 11 – Add To Email List

Once the person has finished going through your drip campaign, put them on your main email list, and send them your weekly emails. That way, you stay in contact with them over the long-term. Additionally, you can call every 6 months or once a year to see how they’re doing and ask them about their property.

You never know when someone is going to be ready to sell.

So you need to be ready when they are. 🙂

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