Real estate's a tough game.
You need leads to win.
But how do you turn those leads into happy clients?
Top agents spilled their secrets at the Ylopo Success Summit in Austin.
They shared tricks for finding hot buyers, boosting conversion rates, and making the most of every chance.
You can watch the full panel moderated by Tiffany Gelzenis and Gabe Cordova below.
Let's dive into their wisdom and see how you can level up your business.
Automated Outreach:
Ylopo AI Voice tirelessly calls and nurtures your leads to drive qualified appointments right into your calendar.
The Bottom Line:
Converting real estate leads requires a mix of technology, personalization, and persistence. Leverage AI, implement tiered systems, reactivate dormant leads, provide consistent value through content marketing, and maintain long-term database engagement to improve conversion rates and grow your business sustainably.Chapter 1: Breathing New Life into "Dead" Leads
Ever wonder what happens to leads that slipped away? Justin Borges calls them the "lost opportunities pond."
These folks bought a home with someone else. But they might be ready to move again.
Here's a wild story:
An agent on Justin's team called a lead 226 days after they bought elsewhere. Why?
The lead came back to their website. Turns out, they hated their new home!
The result?
A $1.3 million buy-side deal and a listing.
That's $88,000 in commission from a "dead" lead! The lesson? Don't write off leads who bought elsewhere.Keep them in a special database.
Set up alerts for when they show interest again. When you follow up, don't assume anything. Their situation might have changed big time.
Be ready to help with buying and selling. Many unhappy buyers need to sell too. This strategy needs a mindset shift.
Don't see a lead who bought elsewhere as a failure.
See it as a future chance.
Set up systems to stay in touch and watch for signs they're ready to move again.
Chapter 2: AI: Your New Lead Qualification Buddy
Matt Kimes found a cool solution to a common problem: following up with leads consistently.
His team uses Ylopo AI Voice, an AI tool, to sort through incoming leads.
Here's why it works:
Reaches out to all new leads right away
Spots leads showing good buying signals
Cuts down time agents spend on unqualified leads
Reengages old leads on a big scale
Matt says about 20% of incoming leads show they want to talk to an agent after chatting with Ylopo AI.
This lets his team focus on the leads most likely to turn into deals.
The AI tags leads based on how they respond:
Transfer successful (talked to an agent)
Transfer unsuccessful (tried to connect but missed)
Callback scheduled
Nurture (not ready now but open to future contact)
Matt stresses that AI doesn't replace humans. It just helps find the leads that need immediate human follow-up.He sees it like having AI prospect for the team, filtering leads to find the best chances.
A surprising benefit?
The AI chats help sort leads based on how much they know about the market and how ready they are to buy.
Leads who say they don't need help might actually be great for home showings.
They think they know what they want.
This lets agents tailor their follow-up approach.
It's hard to put exact numbers on it, but Matt thinks using AI to qualify leads has bumped up their overall conversion rate by 1.5%.
For teams dealing with tons of leads, that can mean a lot more deals.
Chapter 3: Earning Your Leads: A Step-by-Step Approach
For teams with multiple agents, handing out leads fairly while getting the best results can be tricky.
Deborah Bly shared her team's tiered system.
Agents earn lead opportunities based on how well they perform.
Here's how it works:
Tier 0: Brand new agents, no leads
Tier 1: 1-3 closed/pending deals in last 90 days
Tier 2: 4-8 closed/pending deals in last 90 days
Tier 3: 9+ closed/pending deals in last 90 days
Each month, they make a lead rotation calendar.
Higher tier agents get more spots and first pick of shifts.
This makes sure the best converters get the most chances, while new agents have a clear path to earn more leads as they prove themselves.Key parts of the system:
Clear expectations set when agents join the team
New agents start at Tier 0 and must complete specific training to move up
Tiers checked every 90 days based on recent performance
Lead shifts broken into 3-hour blocks, 4 shifts per day
Overnight shift (8 pm - 8 am) often given to newer agents for training
This system solves common team problems:
Stops top producers from getting swamped with leads they can't handle
Motivates all team members to perform consistently
Shows new agents a clear growth path
Sends leads to those most likely to close them
Deborah says being open about the system is key.
All agents know exactly what they need to do to move up. Checking tiers regularly keeps agents motivated.
They can't coast on past success.
Another cool benefit?
Tier 3 agents act like advisors to the team leader. Monthly meetings with this group provide valuable insights and buy-in on new ideas.
Chapter 4: Waking Up Your Sleeping Database
Ryan Steele's team found gold in their old leads.
After four years on a lead gen platform, they realized they had thousands of leads just sitting in their CRM.
Ryan used two main strategies:
Smart lists to find leads that fell off nurture campaigns
More remarketing to their database
To find leads that slipped through the cracks, Ryan made a smart list based on the "Last Action Plan Sent Email" field in their CRM.
Any lead that hadn't gotten a nurture email in over 45 days got flagged for review and reactivation.
This process uncovered over 3,000 leads they'd paid for but weren't actively nurturing.The team then:
Reviewed each lead
Put them on the right nurture campaigns
Assigned them to agents for follow-up when it made sense
At the same time, they spent more on remarketing to stay in front of these past leads.
The results were huge:
Seller website content visits jumped from 87 in April 2023 to 523 in April 2024
Many long-dormant leads came back to life and turned into clients
Ryan shared one crazy example: a lead that came in on March 28, 2020, went under contract 1,498 days later after being reactivated!
Key takeaways for waking up your database:
Regularly check your CRM for leads that fell off nurture campaigns
Don't assume old leads are dead - many might just be waiting for the right time
Mix email nurture campaigns with targeted remarketing for best results
Be ready to convert leads on a very long timeline - staying persistent pays off
Ryan says this isn't just about squeezing value from old leads.
It's about giving consistent value and staying top-of-mind.
When leads are ready to buy or sell, you're the obvious choice.
Chapter 5: Content Marketing: Feed Your Leads, Grow Your Business
Matt Curtis shared his team's big-picture approach to content marketing.
It nurtures their database and brings in new leads.
The heart of their strategy?
A twice-weekly email newsletter sent to everyone in their database.The newsletter follows a "jab, jab, right hook" approach:
Two emails per week focused on giving value and education
Occasional calls-to-action for listing appointments or buyer consultations
Key parts of their content strategy:
Talking about current news and how it affects the local real estate market
Making video content that can be used in many ways
Offering market stats and professional insights on what they mean for buyers and sellers
Matt Curtis says the goal is to be seen as the local market experts. By consistently giving valuable insights, they stay in people's minds.
To reach beyond their existing database, the team does several other things:
A weekly call-in show on a local radio station
Regular columns in the local business journal
YouTube videos on market trends and real estate topics
This multi-channel approach lets them reuse content across many platforms. They get the most out of their content creation efforts.
For agents looking to do something similar, Matt offers these tips:
Start with what you're already doing. If you make market update videos, turn those into email content.
Use Google Alerts to stay on top of local real estate news you can comment on.
Focus on explaining data and news for your specific market - that's where you provide unique value.
Don't be afraid to start small. Even a simple monthly email with MLS stats and your thoughts can be valuable.
The key is being consistent and giving real value to your audience. Over time, this makes you a trusted advisor.
That leads to more referrals and easier lead conversion.
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Chapter 6: Putting These Strategies to Work: Where to Begin
Feeling overwhelmed by all these tactics?
Don't worry.
The panelists stressed starting small and focusing on steady progress.
Matt Kimes shared that he left last year's conference feeling swamped by all the things he wasn't doing. But by focusing on just a few key strategies, he saw big improvements in his business. His advice? "Progress, not perfection."
Deborah Bly said she often feels technically overwhelmed. Her approach? Focus on constantly building and improving, taking on one new tactic at a time.
Matt Curtis shared his own journey. He started as a solo agent doing everything himself. Gradually, he built a large, successful team. He stressed the importance of making a business plan based on strategies learned at events like this.
Then, systematically put that plan into action.
Key steps for implementation:
Review your notes from this article (and similar educational content). Pick 2-3 strategies that seem most relevant to your business.
For each strategy, break down the steps to implement it. What tools, systems, or skills will you need?
Set realistic timelines for implementation. Don't try to do everything at once.
Schedule regular review periods to check what's working and what needs adjustment.
Seek out ongoing education and support. Many panelists mentioned the value of weekly office hours or mastermind groups to keep learning and stay accountable.
Be patient. Many of these strategies take time to show results. Stay consistent and trust the process.
Remember, every top-producing agent started somewhere.
The key is to keep learning, implementing, and refining your approach.
Chapter 7: Embracing a Value-First Mindset
Beyond these specific strategies, success in real estate boils down to one thing: putting value first.
When you prioritize your leads' needs and preferences, you build strong relationships.
These relationships lead to long-term success.
Let's explore proven strategies and tips for turning real estate leads into happy clients.
The Power of Quick Responses
Speed matters in real estate.
Studies show that responding to leads within five minutes can dramatically boost your conversion rates.
Why?
Those first few moments after a lead reaches out are golden. They're most engaged and ready to talk.Let's paint a picture.
Meet Sarah, a potential client who's been browsing listings for weeks.
She finds a property she loves and fills out your contact form.
Sarah's excited and eager to learn more.
But as minutes tick by without a response, her enthusiasm fades.
She starts to wonder if anyone will get back to her at all.
Now, flip the script.
Moments after Sarah hits "submit," her phone rings.
It's you, the proactive agent, ready to answer her questions and guide her forward.
Sarah's impressed by your quick response.
She feels valued as a potential client.
This positive first impression sets the stage for a great working relationship.
Want to make sure you're always ready to pounce on new leads?
Try these strategies:
Set up automated email responses that acknowledge the lead's inquiry and give basic info about your services.
Use a customer relationship management (CRM) system to track and manage your leads. No one falls through the cracks.
Create a dedicated team or assign someone to handle lead follow-up. This ensures prompt responses even when you're busy.
By making quick responses a priority, you show leads that you value their interest. You're committed to great service from the very start.
Qualifying Leads: Asking Smart Questions
Not all leads are created equal.
Some are ready to buy or sell right now. Others are just starting to explore.
To convert leads effectively, you need to qualify them. This means figuring out how ready they are to move forward.
The key?
Asking targeted questions that reveal their needs, preferences, and timeline.When qualifying a lead, consider asking:
What made you start looking for a new home or think about selling your current property?
What are your must-haves in a new home or neighborhood?
What's your ideal timeline for making a move?
Have you been pre-approved for a mortgage, or do you need help with financing?
Gathering this info upfront lets you tailor your approach.
You can provide customized solutions that fit the lead's specific needs. For example, say a lead mentions they need to sell their current home before buying a new one.
You can offer guidance on pricing strategies and staging techniques to help them sell quickly. Qualifying leads also helps you prioritize your efforts.
While it's important to provide value to all leads, you can focus more time and resources on those who show they're ready and engaged.
Making Your Communication Personal
We live in a world flooded with generic marketing messages.
To stand out and build real connections with your leads, you need to get personal. Tailor your communication to each individual's unique needs and preferences. This shows you value them as more than just a potential sale.
One effective way to personalize?
Use the info you gather during lead qualification.
For example, if a lead mentions they're moving for a new job, share details about commute times, local schools, and community amenities that fit their lifestyle.
Technology can help you automate personalized communication at scale. Many CRM systems offer features like email templates and drip campaigns.
These let you send targeted messages based on a lead's behavior or preferences. For instance, if a lead often clicks on listings in a particular neighborhood, you can automatically send updates on new properties in that area.
But remember, balance is key.
Automated messages help you stay top-of-mind, but personal touches are essential. Handwritten notes, phone calls, and face-to-face meetings build trust and foster long-term relationships.
Personalization goes beyond just using a lead's name in an email.
It's about showing you understand their unique situation.
You're committed to helping them achieve their real estate goals.
Providing Value Through Content Marketing
Consumers today expect more than just a sales pitch from the businesses they choose to work with.
They want valuable insights, expert guidance, and resources that help them make informed decisions.
As a real estate professional, you can meet this demand by incorporating content marketing into your lead conversion strategy.
Content marketing involves creating and sharing relevant, informative content that addresses your target audience's pain points and interests.
In the context of real estate, this could include:
Blog posts on topics like home buying tips, market trends, or neighborhood guides
Videos showcasing local properties or providing virtual tours
Infographics illustrating the home buying or selling process
E-books or whitepapers on subjects like financing options or home staging techniques
Providing valuable content allows you to position yourself as a trusted resource and thought leader in your industry.
When leads consume your content, they begin to see you as more than just another real estate agent – they view you as a knowledgeable expert who can guide them through the complex world of real estate.Content marketing also helps you attract new leads organically through search engine optimization (SEO) and social media sharing.
When you consistently publish high-quality content that incorporates relevant keywords, your website is more likely to rank higher in search engine results pages (SERPs), making it easier for potential clients to find you online.
To maximize the impact of your content marketing efforts, consider the following tips:
Identify your target audience's most pressing questions and concerns, and create content that directly addresses those topics.
Repurpose your content across multiple channels, such as your website, social media profiles, and email newsletters, to reach a wider audience.
Encourage leads to engage with your content by including calls-to-action (CTAs) that invite them to schedule a consultation, download a resource, or join your email list.
When you provide value through content marketing, you can attract more qualified leads, build trust with potential clients, and differentiate yourself from competitors who rely solely on traditional sales tactics.
Ylopo AI Text:
The pioneering 24/7 AI real estate assistant that actively converts leads 365 days a year.
Chapter 8: The Common Threads of Success
While the panelists shared a range of specific tactics, several common themes emerged:
Consistently work your database. Whether through AI-powered tools, tiered lead distribution, or content marketing, stay in front of past leads.
Value systems and processes. From Deborah Bly's tiered lead system to Ryan Steele's database reactivation process, clear systems allow for scalable success.
Embrace persistence and long-term thinking. Multiple panelists shared stories of leads converting after months or even years. Success in real estate often comes from playing the long game.
Provide genuine value. Whether through market insights, helpful content, or simply being available to answer questions, position yourself as a trusted resource.
Leverage technology. From AI lead qualification to CRM automation, technology helps agents work more efficiently and effectively.
Focus on these core principles.
Gradually implement the specific tactics that fit your business model.
You can dramatically improve your lead generation and conversion.
Remember, you don't have to do everything at once.
The goal is to consistently improve and adapt your approach.
Meet the changing needs of your market and your clients.
Find Your Real Estate Success with Ylopo Success with Ylopo
Ready to revolutionize your real estate business?
Ylopo's AI-powered platform can help.
With cutting-edge tools for lead generation, nurturing, and conversion, Ylopo transforms how you connect with clients and close deals.
Don't let valuable opportunities slip away.
Book your free Ylopo demo today and experience the difference firsthand.
Discover how top agents use Ylopo's technology to:
Revive lost leads
Qualify prospects efficiently
Build thriving databases
Take the first step towards unlocking your full potential as a real estate pro.
Schedule your Ylopo demo now and start turning leads into lifelong clients!
About the Author
Aaron “Kiwi” Franklin
Head of Growth
Aaron "Kiwi" Franklin is the Head of Growth at Ylopo and an innovative technologist and serial entrepreneur who has over 25 years of experience creating digital solutions for major brands and pioneering companies at the intersection of technology and real estate. His depth of expertise stems from leading development of the first website for Apple to founding a global community of over 1,000 elite athletes. Connect with me