Boosting Middle-of-Funnel Conversions in Real Estate for a Robust Lead Funnel

 

Real estate's landscape shifts like sand dunes.

Agents who excel at converting middle-of-funnel leads stand ready to thrive.

Industry experts predict major changes to commission structures on the horizon.

Your skill in engaging potential clients early and steering conversations will prove vital.

Let's explore expert strategies for converting these leads.

We'll tap into wisdom shared by top real estate coaches Dale Archdekin and Brian Curtis during our recent Ylopo Success Summit in Austin.

You can watch their presentation in full below.

 
 

Now, let's dive deeper into lead funnels.

We'll see how their insights on middle-of-funnel leads can help you navigate this crucial aspect of your business.

The Bottomline:

Mastering middle-of-funnel lead conversion is vital in today's real estate market. Personalized scripts, skillful objection handling, and persistent follow-up are key. Agents who focus on building relationships and providing value will excel in converting these crucial prospects into loyal clients.

Chapter 1: Understanding Real Estate Lead Funnels

 

What’s a Lead Funnel?

A real estate lead funnel is a smart system. It attracts potential clients and guides them to become customers.

This approach helps agents streamline marketing and tailor communication.

It engages prospects at different stages of buying or selling homes.

The funnel concept shows how a wide pool of leads narrows to qualified prospects. This process leads to successful deals.

Each funnel stage uses unique strategies to move leads toward conversion.

Stages of a Real Estate Funnel

Let's break down these key stages:

  1. Awareness: This kicks things off. Potential clients first learn about your services or properties. Effective marketing strategies are crucial here.

  2. Interest: Once prospects show initial interest, provide value. Share engaging content and market insights. Start building relationships with your audience.

  3. Consideration: Leads now seriously consider buying or selling. They might compare agents or explore listings on your website.

  4. Intent: Prospects show clear intention by taking action. They might schedule viewings or request valuations. They're moving closer to conversion.

  5. Evaluation: At this stage, leads actively weigh options. They're getting ready to make a decision that could lead to a deal.

  6. Purchase: The final stage. Leads become clients, resulting in closed deals. Satisfied customers find their dream property through your expertise.

Understanding these stages is key. Create targeted strategies for each point in the journey.

This approach effectively drives buyers through the funnel.

It also provides top-notch service that sets you apart from competitors.

The Middle of Funnel: A Crucial Stage for Leads

Stages 3 (Consideration) and 4 (Intent) mark the pivotal middle of the funnel.

This phase is crucial for several reasons:

  1. Enhanced Engagement: Potential buyers actively explore options here. They're more likely to interact with targeted content and personalized communication.

  2. Heightened Qualification: These leads have moved beyond initial curiosity. They show genuine interest, making them highly qualified prospects.

  3. Opportunity to Stand Out: Agents can showcase their unique value. It's a chance to highlight expertise and differentiate from competitors.

  4. Vital Decision-Making Phase: Leads form opinions and preferences here. These choices greatly impact their final selection of an agent or property.

  5. Relationship Building: This stage offers a prime opportunity. Build trust and rapport through meaningful interactions with potential clients.

Put simply: Middle-of-funnel leads are like hidden gems waiting for discovery. These folks have shown interest in buying or selling real estate.

But they haven't chosen an agent yet.

Engaging them effectively offers many benefits:

  • You connect with potential clients before they've fully formed opinions about the process.

  • You can shape the narrative around an agent's value and expertise.

  • Early discussions on compensation and expectations set a solid foundation.

  • Building relationships at this stage can lead to long-term loyalty and repeat business.

With potential changes in commission structures looming, mastering lead conversion is more crucial than ever.

Agents who excel here will be better positioned to prove their worth and justify their fees.

Key Principles for Effective Lead Conversion

Before we jump into scripts and strategies, let's lay some groundwork.

These core principles underpin successful lead conversion:

  1. Personalization: Tailor your approach based on the lead's specific actions or interests.

  2. Value-First Mindset: Focus on providing information and value, not pushing for an immediate sale.

  3. Conversation, Not Interrogation: Aim for natural, engaging chats rather than rigid script-following.

  4. Active Listening: Pay close attention to what the lead says and respond thoughtfully.

  5. Flexibility: Be ready to adapt your approach based on the lead's responses and energy.

  6. Consistency: Develop a systematic follow-up approach that maintains regular contact without being pushy.

 

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Chapter 2: Crafting Effective Opening Scripts

That first contact can make or break your chances.

A strong opening script sets the tone for the entire conversation.

Let's explore some expert-approved approaches from both Dale and Brian, illustrated by different lead scenarios.

Scenario 1: Private Showings Request

Dale's Approach:

"Hi [Name], [Agent] here with [Brokerage]. Got a notification you're interested in private showings for your home. Mind if I ask a few questions about what you're looking for?"

Brian's Approach:

"Hey [Name], Brian from [Brokerage]. Saw your request for info on private showings. I've got some availability this week - Thursday or Friday work better for you?"

Both scripts establish context and move towards action.

Dale's approach is open-ended, while Brian's includes a specific call-to-action.

Scenario 2: Home Value Update

Dale's Script:

"Hi [Name], [Agent] with [Brokerage]. Got an alert your home value needs updating. Just need to validate some info for a new report. What's changed recently?"

Brian's Script:

"[Name], Brian from [Brokerage]. Our system flagged potential changes affecting your home's value. Considering refinancing or making a move soon?"

These scripts create value-driven reasons for the call.

Dale focuses on updating information, while Brian hints at potential next steps.

Scenario 3: Viewing Similar Listings

Dale's Script:

"Hi [Name], [Agent] with [Brokerage]. Noticed you've been looking at homes similar to yours on our site. Wondering if you're considering a move soon or just window shopping?"

Brian's Script:

"Hey [Name], Brian here. Saw you checking out some homes on our site. Thinking about making a move or just browsing?"

Both acknowledge the lead's activity without being pushy.

The "window shopping" option gives an easy out if they're not ready to engage seriously.

 

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Chapter 3: Handling Common Objections

Even with well-crafted scripts, objections pop up.

Here's how to handle some common responses:

Objection 1: "I didn't do that" or "I don't know what you're talking about"

Dale's Approach:

"Oh, no problem. Our system sometimes sends alerts for casual browsing. While I have you, planning a move in the next few months or further down the road?"

Brian's Approach:

"No worries, these things happen. Out of curiosity, how accurate do you think the automated value of your home is?"

Both coaches suggest acknowledging the misunderstanding without over-apologizing.

Then, pivot to a low-pressure question to keep the conversation flowing.

Objection 2: "I'm not interested" or "I'm just looking"

Dale's Strategy:

"Totally get it. Many folks start researching early. Want occasional market updates for your area? Helpful to stay informed, even if you're not ready to move yet."

Brian's Strategy:

"No problem at all. We check in with homeowners monthly about market trends. Cool if I touch base again next month?"

These approaches respect the lead's position while offering a way to stay in touch without pressure.

The Importance of Tone and Delivery

Your scripts matter, but how you deliver them can make or break the conversation.

Dale and Brian emphasize the significance of tone, pacing, and natural delivery.

Keep these points in mind:

  1. Conversational Tone: Aim for friendly and casual, not formal or salesy

  2. Pacing: Speak at a comfortable, natural pace - rushing sounds nervous or pushy

  3. Pauses: Don't fear brief silences - they give the lead time to process and respond

  4. Inflection: Use your voice to convey interest and engagement - monotone delivery falls flat

  5. Practice: Rehearse until your scripts feel natural - internalize key points so you can adapt on the fly

Dale demonstrates this with his delivery:

"Hey Barry, Dale Archdekin with Amazing Realty. Got a notification you might be looking to move soon. Can you give me a quick idea of your plans?"

Notice the casual, friendly tone and softeners like "might be" and "quick" to make the question feel less intrusive.

Chapter 4: Advanced Conversion Strategies

Top-performing agents use several advanced strategies to boost their lead conversion rates.

1. The "Pick a Path" Question

Brian often uses what he calls a "pick a path" question.

This involves giving the lead two options to choose from, neither of which is a flat "no."

For example:

  • "Are you considering refinancing or making a move?"

  • "Do you have a specific question I can start with, or do you just want a general update?"

This technique keeps the conversation moving forward and provides valuable information about the lead's intentions.

2. The "Window Shopping" Option

Both Dale and Brian incorporate the concept of "window shopping" into their scripts.

This gives leads an easy way to express casual interest without feeling pressured.

It also allows the agent to keep the door open for future follow-up.

3. Administrative Approach

When dealing with low-intent actions (like simply viewing a seller report), Dale recommends taking more of an administrative approach:

"Hi [Name], we reach out monthly to keep folks updated on market trends. While I have you, how do you like your new seller report? Any changes I can make to update the automated value of your home?"

This positions you as a helpful resource rather than a pushy salesperson.

4. Leveraging Curiosity

Brian often uses phrases like "out of curiosity" or "I'm just wondering" to soften his questions.

This approach can make leads more comfortable sharing information, as it feels less like an interrogation.

5. Setting Up Future Contact

When dealing with very low-intent leads, both coaches recommend setting the stage for future contact.

For example, Brian might say:

"We just reach out to people monthly. Cool if I check back next month to see if anything's changed?"

This creates an expectation of ongoing communication without putting pressure on the lead.

 

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Chapter 5: Implementing a Systematic Approach

To truly excel at middle of funnel lead conversion, you need a systematic approach.

This involves:

  1. Lead Segmentation: Categorize leads based on their actions and level of intent. This allows for more targeted follow-up.

  2. Automated Workflows: Develop email and text message sequences that provide value and maintain contact over time.

  3. CRM Utilization: Use your Customer Relationship Management system to track interactions, set reminders, and ensure consistent follow-up.

  4. Regular Practice: Set aside time to role-play and refine your scripts and objection handling techniques.

  5. Performance Tracking: Monitor your conversion rates and continuously refine your approach based on what's working.

Making It Fun: Call Night Bingo

To help agents overcome the fear of rejection and make lead follow-up more enjoyable, Dale suggests implementing a game called "Call Night Bingo."

Here's how it works:

  1. Create bingo cards with common responses or objections in each square

  2. Agents make calls as a group, marking off squares as they encounter each response

  3. Offer prizes for completing rows or achieving "bingo"

This approach gamifies the process, helping agents see objections as part of the game rather than personal rejections.

It's especially helpful for newer agents or those struggling with call reluctance.

The Power of Persistence and Positivity

Throughout the discussion, both Dale and Brian emphasize maintaining a positive attitude and persisting in the face of rejection.

Some key points to remember:

  • Every "no" gets you closer to a "yes"

  • Rejection isn't personal; it's part of the process

  • Focus on building relationships, not just making sales

  • Celebrate small wins and learn from every interaction

  • Remember you're providing a valuable service to people who need your expertise

Chapter 6: Nurturing Leads Through the Funnel

Capturing leads is just the first step.

Ylopo ensures those leads are nurtured effectively, driving them seamlessly through the sales funnel with industry-leading strategies.

Automated Drip Campaigns

Ylopo's sophisticated email sequences deliver highly relevant content tailored to each lead's interests and stage in the funnel.

This automation ensures your leads receive the right information at the right time, keeping them engaged and moving forward in their buying journey.

  • Relevant Content: Each email is crafted to match the lead's specific interests, ensuring high engagement.

  • Timely Delivery: Automated sequences guarantee that leads receive information at the most opportune moments.

Personalized Follow-Ups

Utilize Ylopo's advanced CRM integration to track every interaction.

Tailor your communication to each lead's unique needs and preferences, ensuring a personal touch that builds trust and encourages conversions.

  • CRM Integration: Seamlessly track interactions and tailor communications based on lead behavior.

  • Building Trust: Personalized messages make leads feel valued and understood, fostering stronger relationships.

Retargeting Ads

Stay top-of-mind with your leads through dynamic retargeting ads. 

Ylopo's seamless integration with Facebook and Instagram keeps your brand and listings front-and-center in the social feeds of engaged leads.

This ensures continuous visibility and drives re-engagement.

  • Social Media Presence: Keep your brand visible to potential clients.

  • Dynamic Ads: Highlight relevant listings with data-driven precision, boosting engagement.

Value-Added Services

Stand out by offering extra services like mortgage pre-approval assistance and home staging consultations.

Ylopo's tools make it easy to add these perks, enhancing value and deepening client relationships.

  • Extra Services: Meet your clients' needs with additional offerings.

  • Client Relationships: Provide comprehensive support throughout the buying process.

Ylopo's lead generation strategies ensure a steady stream of potential clients.

By understanding your audience and delivering relevant content through digital and traditional methods, you maximize reach and effectiveness, setting yourself apart from the competition.

Mastering the Middle for Long-Term Success

As the real estate industry evolves, converting middle funnel leads becomes crucial.

Implement the strategies and scripts here to:

  • Build a strong pipeline of potential clients

  • Showcase your value early in their journey

  • Become a trusted advisor, not just a salesperson

  • Create a resilient business model

Success isn't about memorizing scripts but understanding their principles.

Focus on delivering value, forging genuine connections, and consistent follow-ups.

With practice and persistence, you'll master middle funnel lead conversion and thrive in the dynamic real estate market.

 

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Mastering middle-of-funnel lead conversion is crucial in today's shifting real estate market.

Ready to level up your skills?

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About the Author

Aaron “Kiwi” Franklin

Head of Growth