For most real estate agents, new leads and new sales follow a relatively predictable pattern throughout the year: brisk in the spring, surging almost to chaotic through the late summer, then slowing into the fall and winter before building up again. The exact timeframes may vary somewhat by market, but the general rhythm is similar throughout the country.
Unfortunately, for many agents, it can be a challenge to manage a workload that varies so much throughout the seasons. Understanding the sales pipeline can be the key to smoothing out an often inconstant workload.
The sales pipeline, also sometimes referred to as the sales funnel, is a simple way to visualize the path that people take to move from leads to clients. At the top of the funnel, you have everyone in your market. From there, you can move progressively downward to leads who recognize your name, leads who have some positive association with your name, hot leads who have a more immediate need, prospects who have had some contact with you, and clients who are actively in the sales process with you (looking at houses or booking a listing appointment).
Once you understand what it is that qualifies people in your sales pipeline, you can consider what moves them along it toward closing a sale. This will vary depending on the individual, of course, but in general more exposure to your name and brand, particularly positive and relevant exposure, will help people move from leads to clients more quickly.
Real estate postcards are the perfect choice to help you reach as many leads as possible in order to move them along the sales pipeline. Postcards are inexpensive and easy to deploy on a large scale. They are also versatile, with countless options for occasions that might prompt an agent to reach out to their list.
In addition to the standard slate of just listed, recently sold, and proof of production real estate postcards that can go out to every home in your target market, BestPrintBuy also offers targeted prospecting, market analysis, and first time buyer postcards. Once you move people down the sales funnel, you can also send more personal cards for holidays, changing seasons, and even congratulations.
Real estate postcards are also a great choice for staying in touch with previous clients and potential clients. It’s a low-pressure way to remind people of the value of referrals to your business, or just to say hi and that you hope they’re in love with their new home.
Keeping your pipeline full with real estate postcards is a smart way to ride out the ups and downs of real estate. However busy or slow the market may be, there is always someone looking to buy or sell a home. When you stay actively involved with your target audience, you’re far more likely to be the one to call when it’s time to make a move.