For new home sales professionals, an established lead follow-up process is essential for converting potential home buyers into satisfied homeowners. Lead follow-up is an outreach method that connects sales agents with leads acquired through referrals, Sales Associate Marketing Initiatives (SAMIs), or other marketing channels.
Following up with a lead is a crucial step in the home selling process, but it is also delicate, requiring agents to approach the follow-up tactfully and respectfully. Below, we outline tried-and-true tactics that seasoned new home sales agents use to follow up on a lead and set the stage for a successful home buying journey.
Follow Up on a Lead Sooner Rather Than Later
One of the best ways to follow up on a sales lead is to contact the lead within the first 24 hours to acknowledge the inquiry and build rapport. Call or send a quick text to gauge where the lead is in their home search. If you don’t receive a response, follow up within the next couple of days with a helpful question: “Hi [name]! I wanted to check back in on your home search. Are you looking to move soon? Or just getting started?”
Carry out more personalized lead follow-ups for those you’ve already met in person at a SAMI event or local outreach, such as writing them a handwritten thank you note. This can segue into sharing useful, relevant property information to draw them back into the model home.
Questions To Ask When Following Up With a Lead
Once you have a dialogue, qualify the lead by asking key questions about their budget, timeline, and preferences. For example, “What’s most important to you, price, location, or features?” “Would you prefer to tour in person or virtually?” These inquiries help keep the conversation flowing and make it easier for them to take the next step. Consistently ask clear, open-ended questions to ensure you’re addressing their concerns and guiding them toward the next step in the buying process. Once you understand their needs, schedule an in-person or virtual appointment to show homes.
Following Up With a Lead Who Has Gone Quiet
If a lead goes quiet, check in with a casual message like, “Still interested in finding the perfect home? Let me know how I can help!” If they don’t respond, perhaps you put their information into a drip campaign. From there, it’s about staying in touch without being pushy. Consider sending community updates, new incentives, or anything relevant to their situation based on previous conversations you’ve had.
Lead Follow-Up for Communities Still Under Construction and Homesite Selection
Maybe you’re selling a community without any homes to walk through besides the model. If so, tap into any sister communities. Communicate with the lead and explain the situation to them by saying, “Hey, from what you've shared, I really think that [XYZ] floorplan could be a great fit for you. I have one already sold and under construction in our sister community. Can we meet as early as tomorrow to walk it together?"
This will give you two separate times to meet and talk with the lead, giving you more time to discover and build rapport.
If it's homesite selection, invite them out again with, "Hey, while we've only talked about some potential options for your homesite, I think you need to get some eyes on these in person. Can we meet and walk each of them together, snap some pictures, and take notes on which view you like the best?"
The Best Way to Follow Up on a Lead: Keep it Simple
Keep your lead follow-up process simple yet intentional. Remember, buying a home is the biggest purchase most people make in their lifetime. Having an overbearing, pushy new home sales agent constantly contacting them won’t make the process any less stressful. Let them know you are hearing their housing needs and will be there to help throughout the process.
Are you interested in more industry-leading sales techniques? New Home Star’s sales training program has helped transform new home sales teams nationwide. Learn how you can jump-start your team today.
