Follow-Up Strategies After Real Estate Showings

The follow-up process after a real estate showing is just as important as the showing itself. A well-timed and thoughtful follow-up can be the difference between a lead who forgets about the property and a lead who moves forward with an offer. In this article, we’ll explore effective follow-up strategies after real estate showings that will help you stay top of mind, build relationships, and turn interested buyers into clients.

1. Send a Personalized Follow-Up Email

After a showing, the first step in your follow-up strategy should be a personalized email to the potential buyer. A timely email helps reinforce the connection you made during the showing and provides an opportunity to address any lingering questions the buyer might have.

  • Why It Matters: Buyers appreciate personalized attention, and following up promptly shows that you’re proactive and engaged. A personalized email also gives you a chance to reaffirm the property’s best features and keep it fresh in the buyer’s mind.
  • How to Do It: Send an email within 24 hours of the showing. Address the buyer by name and reference something specific from the showing, such as a feature they seemed particularly interested in. End the email by inviting them to ask any further questions or schedule a second viewing. Tools like Mailchimp or HubSpot CRM can help you automate and personalize follow-up emails.

2. Provide Additional Information or Resources

In your follow-up communication, offer value by providing additional information that could help the buyer make a decision. This could include neighborhood insights, market data, or answers to any questions they asked during the showing.

  • Why It Matters: Offering extra resources positions you as a helpful and knowledgeable agent, building trust with potential buyers. It also keeps the conversation going, giving buyers more reasons to stay engaged with you and the property.
  • How to Do It: Include useful resources like a local neighborhood guide, recent comparable sales, or details about the property’s unique features. You can also share a link to a virtual tour or video walkthrough if they want to revisit the property. Tools like Canva Pro can help you create professional, branded guides or resources that you can easily attach to your follow-up emails.

3. Ask for Feedback

Asking for feedback is not only a way to gauge the buyer’s level of interest but also an opportunity to gather valuable insights into what they liked or didn’t like about the property. This feedback can help you refine your approach for future interactions and address any concerns.

  • Why It Matters: Feedback gives you a clearer understanding of where the buyer stands and how to best move forward. It also gives the buyer a chance to voice any objections or concerns, which you can address in your next follow-up.
  • How to Do It: After thanking them for attending the showing, ask if they have any feedback on the property. Phrase the question in an open-ended way, such as: “I’d love to hear your thoughts on the home. Is there anything you liked in particular or anything you’d like more information on?” Use SurveyMonkey or Google Forms if you’d like to send a short survey for more structured feedback.

4. Schedule a Follow-Up Call

While emails are a great initial touchpoint, follow-up phone calls add a personal touch and allow for more direct communication. A phone call gives you the chance to answer questions in real-time and build rapport with the buyer.

  • Why It Matters: A follow-up call shows that you’re serious about helping the buyer, and it gives you a chance to further explore their needs and preferences. Direct communication is often more effective in keeping the buyer engaged.
  • How to Do It: Call the buyer a few days after the showing if you haven’t heard back from them via email. Keep the conversation light and friendly, starting with a reference to the showing, such as: “I wanted to follow up and see if you had any questions about the property or if you’d like to schedule another viewing.” Tools like Zoho CRM or Follow Up Boss can help you schedule and track your follow-up calls to ensure timely communication.

5. Offer to Arrange a Second Showing

If the buyer shows interest but isn’t quite ready to make a decision, offering a second showing can help move them further down the sales funnel. A second visit allows the buyer to explore the property more thoroughly and gives them a chance to envision themselves living there.

  • Why It Matters: Many buyers need to visit a property more than once before they feel comfortable making an offer. Offering a second showing keeps the momentum going and increases the likelihood that they’ll seriously consider the property.
  • How to Do It: In your follow-up communication, mention the option of a second showing. For example, “If you’d like to see the property again, I’d be happy to arrange a second showing at a time that works for you.” Be flexible and accommodating in scheduling the visit. Use tools like Calendly to allow buyers to choose a time that fits their schedule.

6. Share Relevant Market Updates

Keep buyers engaged by sending them market updates or new listings that match their criteria. Even if the buyer isn’t ready to move forward on the property they viewed, this keeps the communication channel open and positions you as their go-to resource for real estate information.

  • Why It Matters: Regular updates demonstrate your knowledge of the market and help maintain the relationship with the buyer. Even if they aren’t ready to make an offer on the current property, staying top of mind can lead to future business.
  • How to Do It: Send personalized market updates based on the buyer’s preferences. For example, if they were interested in properties in a specific neighborhood, provide updates on new listings or recent sales in that area. CRMs like HubSpot or Zoho CRM allow you to automate these updates and ensure they are sent at regular intervals.

7. Send a Thank You Note

A simple thank you note can go a long way in building goodwill with potential buyers. Whether you send a handwritten note or a thank-you email, this gesture reinforces your professionalism and leaves a positive impression.

  • Why It Matters: Gratitude fosters a sense of trust and builds stronger relationships with your clients. It also sets you apart from other agents who may not take the time for such thoughtful gestures.
  • How to Do It: Send a thank-you email within a day of the showing, or for an extra personal touch, mail a handwritten note. Mention your appreciation for their time and reiterate your willingness to assist with any questions or concerns. Use tools like Bond to create and send personalized, handwritten notes with minimal effort.

Tools and Services to Help with Follow-Up After Showings

Here are some popular tools and services that can help you streamline and improve your follow-up process after real estate showings:

  • Mailchimp/HubSpot CRM: Email automation tools that help you send personalized follow-up emails and track engagement.
  • Canva Pro: A design platform that allows you to create professional resources like neighborhood guides or property brochures to send to potential buyers.
  • SurveyMonkey/Google Forms: Platforms for creating feedback forms or surveys to gather insights from showing attendees.
  • Zoho CRM/Follow Up Boss: CRM systems that help you manage and schedule follow-up calls, emails, and market updates for leads.
  • Calendly: A scheduling tool that allows buyers to book second showings at their convenience, reducing back-and-forth communication.
  • Bond: A service that sends personalized, handwritten thank-you notes to clients, adding a personal touch to your follow-up process.

Summary

Effective follow-up strategies after real estate showings are key to nurturing potential buyers and turning interest into offers. By sending personalized emails, providing valuable resources, asking for feedback, and offering second showings, you can maintain engagement and build strong relationships with potential clients. Using tools like Mailchimp, Zoho CRM, and Calendly, you can automate and streamline the follow-up process, ensuring timely and consistent communication with buyers. These strategies not only help you stay top of mind but also increase your chances of closing the deal.