How to nurture a lead

You need to work alongside and nurture your lead in order to get the best out of them.

A new lead can easily be categorised. From window shopper who may just be browsing the market to gauge how much their own property is worth or if they are being nosy. The next tier would be medium. Someone who is considering buying property but maybe this is their first time purchase or they are not quite sure what they want so need some hand holding. And the lead that everyone wants is a serious one. They is a pile of cash burning a hole in their pocket, they know what they want, and all you have to do is find the right property. It sounds that simple but this may not be the case. Even the more experienced purchasers may need some gentle persuasion.

Therefore we have compiled a step-by-step guide to make sure you work to the best of your ability with your lead to find them their dream property.

1. Be attentive.

Take time to get to know your lead and understand what it is they need. At this point it is possible to work out how serious they are. Someone who just wants to go and view properties without a discussion beforehand will be jumping the gun a bit and it could be a waste of everyone’s time. On the other hand, if you find out that they only want to live in this building, then there may be little point it trying to persuade them otherwise and it is probably wise to just take them straight there.

2. Create a wishlist.

Ask what would the top three things be on their wish list. You need to keep this in the back on your mind when finding the right property for them. Not only will it give you a clear idea as of what they are looking for too, but it will also remind them of what they are looking for. And don’t be shy to remind them of this when you have selected suitable properties. 

3. Go on viewings.

Your client may think that the point of viewings is to just look at properties. However, this is not the case for you. This is your chance to find out what they do and don’t like about somewhere, which could help short or lengthen your list of possibilities. If you walk into a property and they are immediately put off as the only bathroom is an en suite, then you need to make sure you do not show them any other properties like this. And explain to them why you have taken a property off the list. They will be grateful that you are listening to them and not wasting their time.

5. Provide guidance.

Should your purchaser be looking for a buy-to-let property, then guide them as to what property would work well for the market. After all this is an investment and not an emotional buy. You are the property expert so use your knowledge to help them come to a decision. Refer back to their wishlist to demonstrate why this is a good property for them. Buying a property can be one of the most stressful experiences in our lives, so hold their hand to help ease the process.

6. Help them make an offer.

The sole purpose of your job is to generate offers and close deals. If you have a lead that is being cautious, then you need to slowly go through the process with them. Don’t just blurt out that they should make an offer in a forceful tone. Rather gauge which is their favourite property, and speak to the owner to find out what their situation is. Then revert back to your buyer with some ‘inside info’. This may help them put forward a formal offer. Also be wary of enquiries who may multiple offers. You need to work out exactly how serious they are so that they are not wasting anyone’s time.

7. Negotiate.

As the middle man you need to make sure both parties are happy. You want the seller to think that you are working for them to get the best price, whilst the purchaser to think the same. Be attentive to both sides. Sympathise with both parties if you need to and talk them both through the perks of the offer. Remember you want to under promise and over deliver.