The follow-up after a listing presentation is a one-of-a-kind and frequently overlooked opportunity to interact with your potential clients. It's not about whether you get the deal or not; it's about something much broader. Making a good impression on each potential client ensures more referrals, a better local reputation, and more real estate business in the future.

It goes without saying that each listing appointment is as unique as the seller, so you'll need to consider their needs throughout your follow-up. However, regardless of the listing price, time, customer preferences, or other circumstances, there are several overarching foundations for following up.

Make A Plan For Your Listing Presentation In Advance

Before your listing appointment, consider your next steps. If you know anything about the client, such as their interests or time limits, consider how you might incorporate that information into your call, email, or handwritten follow-up to give a personal touch.

Written thank-you letters can even be produced and mailed ahead of time so that they arrive the afternoon of or the next day following your listing presentation. If you need more client information, prepare a basic outline of what you want to say before your appointment, take notes on details collected during the listing presentation, then quickly fill in the blanks and finalize what you want to say in your follow-up.

Make Contact As Soon As Possible

It makes no difference how you feel about the sellers. Any subsequent positive contacts with that client will require a quick follow-up. Waiting too long to contact prospects gives the appearance that you do not value them or their time. Unfortunately, if you aren't top-of-mind with constant communication, you open the door for another agent to step in.

Follow up as soon as the next morning or evening by email or phone. Handwritten and postal follow-ups should be rushed or sent ahead of time so that your clients receive them the following day.

Pose Questions

Your listing appointment follow-up may and should be more than just "thank you for your time." Encouraging dialogue and cultivating a relationship is far more useful than focusing solely on selling, selling, selling.

Ask prospects if they have any remaining questions or if there is any extra information you can supply. Often, something comes up during or after the presentation that the clients haven't inquired about, and they'll be grateful you did.

Develop Leaders And Be Consistent

Consider the personal relationships in your life that have significant importance. Did you talk to those people once and expect a long-term relationship? Did you impress them with your attention and affection, then disappear and continue to be happy with them? Client relationships, like any other, necessitate upkeep and care. You can't only give your all during the highs or when there's money on the table if you want the rewards of a loyal client or referral.

Maintain the same level of energy and interest throughout the sales pitch and after-presentation. You don't have their business until they sign on the dotted line. Even if they don't choose you for their current listing, there are future sales and referral prospects that demand your undivided attention.

Your CRM is critical for maintaining contact with and keeping top-of-mind with these seller leads. Multiple seller lead marketing funnels within your CRM should be defined for warm leads, cold leads, referrals, or whichever you find it best to organize them. Add your seller client to the right funnel before your listing presentation and maintain going at full speed through the presentation, follow-up, sale, and beyond with the lead nurturing tactics you have in place.

One of the most effective lead nurturing tactics for new prospective clients is a drip campaign. It entails adding your prospects to an automated list that receives emails according to their stage of the buying/selling process and hyperlocal interests. Drip campaigns outperform single-send emails by 80% and are three times more likely to be read (campaigncreators.com). Check read this article for more information on marketing funnels: The Secret Behind a High Converting Real Estate Marketing Funnel.

Do Not Remove Uninterested Leads From Your Pipeline

Clients may have legitimate reasons to choose another real estate agent. If you haven't closed the deal or noticed any interest after launching a lead nurturing campaign, it's fine to reach out less frequently (but don't give up).

Check-in a few months following the listing presentation to determine whether your seller lead has changed his or her mind. If they indicate interest, you can increase your pitching efforts, or you can reduce your emails to merely deliver hyperlocal market updates.

Clients Will Be Impressed With Market-Specific Real Estate Content

What existing content do you have that can be repurposed to target sellers? Take chunks of essential material from your existing newsletter or regular blog and repurpose them into market-specific emails, follow-up communications, social posts, and more.

Bring Up Past Successes Gently

Don't be hesitant; the success of your real estate firm is a reflection of your competence and expertise as an agent. Positive evaluations and client testimonials are among the most potent persuasion tactics in your real estate agent's arsenal.

If you've successfully sold similar properties in your prospect's hyperlocal market, feel free to mention them in your follow-up (the key word here is 'gently.') Don't overwhelm them with statistics, numbers, and buzzwords. Force obstructs the flow of rapport and continued dialogue. Instead, share an interesting success story that demonstrates your inventive thinking, skills, and subsequent achievement. Consider what made the difference in gaining those agreements, as well as the facts that these clients would find particularly interesting.

Make Plans To Meet Again

It all comes back to developing client relationships. When real estate brokers are hyper-focused on the sale in front of them, they soon overlook the lifetime of chances they're foregoing.

Offer to schedule another meeting after the listing appointment and before the sellers make their final selection. This is an opportunity to add value while also demonstrating your understanding.

Consider taking them out for coffee and giving them a rundown of the market statistics you've compiled. Alternatively, take them on a tour of a neighborhood you know well and where they are also interested in purchasing. Make it worth their time by being inventive with the value you deliver. The more at ease, they are with you, the more effort they will put forth to establish a reciprocal relationship.

Keep Track Of What Worked And What Didn't

Every opportunity for self-improvement is a golden opportunity. There are various moving aspects in a listing appointment that agents may improve on, including public speaking, effective communication, creating connections, and staying top of mind.

Examine where leads are leaving your pipeline. Is it following your presentation? After you've spent some time working on your email list? Client reactions provide a plethora of information about what you're doing right and wrong if you pay close attention. After they deny or accept your proposal, one of the greatest ways to obtain client feedback is to send them a basic and easy-to-complete survey. Most customers are willing to provide their feedback and are pleased to learn that the agent is going above and beyond to improve their services.

Finishing Up...

Following up on a listing presentation is an important aspect of a wider marketing funnel and prospect-to-client journey. Without effective follow-up, you risk losing interested leads and allowing hardworking agents to take control.

The stages of a great follow-up are straightforward and simple to implement with each client. The main line is that a strong follow-up is built on focusing on long-term relationship building rather than being distracted by short sales.