As the old adage goes—“The fortune is in the follow-up.” While the ways in which you can follow up with real estate leads have improved considerably in recent years, the fundamentals haven’t changed. However, these new opportunities have brought about some new twists and turns today’s real estate agents must be able to properly navigate in order to convert interested prospects into lifelong customers. 

Along with complex decision-making processes and long sales cycles, lead generation is undoubtedly one of the most challenging aspects of real estate marketing. There’s a common misconception that once a lead has successfully entered the sales funnel, business will immediately pick up.

At one point in the lead generation process, you had what seemed to be a hot real estate lead in the palm of your hand, carrying with it the promising opportunity for new business. And then…it turned cold. Your e-mails went unread. Your calls went unanswered. "Bueller...? Bueller...?"

Do you know why you follow accounts on Instagram? Or why you click the subscribe button on YouTube? And why people are more likely to make a purchase based on a recommendation on an Influencer?