Why Some Estate Agents Always Have a Full Pipeline
Two agents. Same town. Same market conditions. Similar fees. Yet, one is booking valuations every day, while the other waits for the phone to ring. The difference? It's all about the sales funnel strategy.
Most agents chase the "ready now" clients—sellers who are prepared to move immediately. However, these sellers represent only about 5% of the market at any given time, making competition fierce and pipelines unpredictable.
The Power of a Proper Funnel
The agents with a constant flow of leads understand the importance of nurturing relationships over time. They focus on building a funnel that includes:
- Awareness: Targeting homeowners who are just starting to think about selling. These individuals may not need a valuation today but are forming opinions about local agents.
- Warm Leads: Homeowners who have engaged with your content (like free guides or market reports) but aren't ready to sell yet.
- Hot Leads: Sellers who are ready to move. If you've nurtured them properly, they're more likely to choose you over competitors.
Building Long-Term Relationships
Creating value through educational content, such as advice videos or local market reports, can position you as a trusted expert. This approach ensures you're top of mind when homeowners decide to sell.
Consistency is key. Agents who dominate the market aren't relying on one-off campaigns but on a strategic, ongoing effort to fill their pipeline at every stage.
By focusing on the entire funnel, not just the bottom, you can create a compounding pipeline that keeps your business thriving.
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