Automate the follow-up
Short answer: Use your CRM to route every new lead to the right person, run an action plan of calls, texts and emails, and keep helpful content flowing, so no one falls through the cracks. Automation reduces human error, but the messages should still sound like you. Ask your provider which features you actually have.
What is lead routing?
Lead routing sends new leads from website forms, ads, and other sources to the right person or folder, using rules you choose, such as price range, location, property type, or time of day. It makes sure someone responds quickly, even when you're away.
What is an action plan?
An action plan is a series of steps that starts when a lead is captured or reaches a milestone: a call reminder, a text, an email, a note. You can set up different plans for different situations, and if you're unavailable, tasks can be reassigned to an assistant.
The point is to continue the conversation once someone registers on your site by sending useful information tailored to what they asked about. Treat every message as if you were writing it personally.
How does content fit in?
Link your blog posts and videos inside your site and your emails. When people interact, your site tends to look more useful to search engines, and your follow-up looks more personal because it shows you know the neighborhood and the situation.
What should you ask your provider?
Features vary between CRMs. I use a CRM through GGMS. I'm a GGMS customer, and I receive a discount from GGMS. A GGMS account is a separate purchase. Ask your own provider which of these you have: lead routing rules, action plans, text and email automation, task reassignment, and reporting. Don't assume.
What rules apply?
- Follow CAN-SPAM for email, including a way to opt out.
- Follow TCPA and Do Not Call rules for calls and texts.
- Honor opt-outs immediately.
- Don't send anything you wouldn't want to receive.
Try this week
- Write down every place a lead can come from today.
- Choose who should respond to each one, and how fast.
- Draft a first action plan with five steps.
Questions people ask
Will automation sound robotic?
Not if you write it in your own voice and keep it short and useful.
How often should the plan send something?
Many agents use a steady rhythm, for example every few weeks. Adjust it based on the person.
Do I need AI?
No. Start with the CRM tools you already have.
Watch this lesson, or talk it through.
The video is in the free course. Or book a 21-minute call.
This lesson is educational. Results depend on your niche, your effort, and your follow-up. Nothing here is legal advice, and nothing here promises leads, listings, clients, or income.