Once potential vendors have moved through the awareness and consideration stages of the funnel, the goal is to convert them from prospects to instructions.
Moving vendors from awareness to decision-making requires carefully crafted middle-of-funnel (MOFU) activities. Estate agents must focus on nurturing potential vendors who have shown some interest but may need further encouragement to engage.
Middle-of-funnel strategies help build that essential interest and desire, ultimately driving vendors toward instructing your agency to sell their property.
In this blog, we’ll outline key middle-of-funnel strategies to help you turn prospects into instructions.
Provide a Clear and Compelling Value Proposition
Vendors need to know why they should choose your agency over the competition. A strong, clear value proposition that highlights your unique selling points (USPs) will help differentiate your agency from others.
- Highlight your track record: Use data and case studies to demonstrate your success. Show how quickly and for what price you have sold homes in their area.
- Local expertise: Showcase your understanding of the local market and how your experience in their area makes you the right choice for selling their property.
Example:
- Case study: “How We Sold X Home in Just Two Weeks.”
Use Data-Driven Insights
Vendors are often swayed by data when making decisions, especially when it comes to the property market. Providing them with clear, easy-to-understand market data will help build trust and demonstrate your expertise.
- Market reports: Send tailored local market reports highlighting recent sales, average property values, and buyer demand trends. These can help vendors see why now might be the perfect time to sell.
- Property valuation comparisons: Offer detailed comparisons of their property value relative to other recent sales in their neighbourhood. Highlight why their home might stand out and what strategies you’d use to achieve a competitive price.
Example:
- Email campaign: “Here’s how the property market in X has changed over the last quarter.”
Personalised Communication and Follow-Ups
After initial contact, maintaining consistent, personalised communication is key to moving prospects towards instruction. Effective follow-up shows that you are invested in their journey and positions your agency as attentive and reliable.
- Tailored emails: Create segmented email campaigns based on where each prospect is in their decision-making process. Provide specific content, such as staging tips or valuation reminders, that speaks directly to their needs.
- Timely phone calls: If you’ve already met with a prospect or provided a valuation, following up with a phone call can help nudge them toward a decision. A personal touch, rather than just an email, can be highly effective in closing the deal.
- Appointment reminders: Send reminders for upcoming valuation appointments or follow-up meetings. Automate these reminders through CRM systems to ensure no prospects are missed.
Example:
- Follow-up email: “After our recent valuation, I wanted to share how we can help you sell your home and to see if you had any further questions on the process or our agency.”
Offer Free Valuation Follow-Ups
After a vendor has requested or completed an online property valuation, following up with personalised valuation reports or offering further advice can significantly increase your chances of securing the instruction.
- In-person valuations: Offer to come by for a more detailed in-person valuation, demonstrating your commitment to providing a tailored, thorough service.
- Detailed report: Send a more detailed version of the online valuation, including an overview of market trends, comparable properties, and your strategy for achieving the best sale price.
Example:
- Instant valuation follow-up: “Here’s the valuation you requested! This is just an estimate based on the local market, why not book a valuation with one of our team?”
Provide Social Proof and Client Testimonials
Prospective vendors are much more likely to trust your agency if they can see proof that others have had a positive experience. Social proof in the form of client testimonials, reviews, and case studies will reassure them that your agency can deliver results.
- Testimonials and reviews: Highlight glowing client testimonials, both on your website and in direct communications. Display five-star reviews from platforms like Google or Trustpilot to add legitimacy.
- Case studies: Share success stories that demonstrate your ability to sell homes quickly and for a good price. Include specific challenges the vendor faced and how your agency helped solve them.
Example:
- Success story blog post: “How we sold X property in 22 days”
Offer a Clear Call to Action (CTA)
When you’re ready to convert a prospect into an instruction, don’t be shy about making it clear what the next steps are. A direct and actionable CTA will guide the vendor to make that final commitment.
- Book a valuation: Make sure that your website, emails, and direct mail campaigns all include clear CTAs to book an in-person or online valuation.
- Simple process: Clearly outline what the process looks like from the moment they instruct you to when the home is sold. Removing any ambiguity will make vendors feel more comfortable about committing.
Example:
- CTA: “Book Your Free Property Valuation Today.”
Host Informational Webinars or Events
Hosting free informational webinars or local property events can give prospective vendors the opportunity to learn more about the selling process, the local market, and your agency’s services. These events also provide an opportunity to build relationships and demonstrate your expertise.
- Open branch days or webinars: Hold in-branch events or webinars covering topics like “How to Sell Your Home Fast in Today’s Market” or “What Every Vendor Should Know About Property Valuations.”
- Open Q&A sessions: Host virtual Q&A sessions on your social profiles where vendors can ask questions and get tailored advice from your team. This interactive approach helps build trust and can be a great way to secure instructions.
Example:
- Event invitation email: “Join Our Free Webinar: What You Need to Know Before Selling Your Home.”
At the MOFU stage, providing a clear value proposition, using data-driven insights, maintaining personalised communication, and offering social proof, your estate agency can build trust and motivate vendors to choose you as their agent.
By offering valuable content, nurturing leads through email campaigns, hosting webinars, leveraging social proof, and optimising your website, estate agents can deepen their relationships with potential vendors and move them closer to making a decision.
To grow your estate agency and enhance your online profile, book time with our team or sign up for a free trial of Auto.social today!
.png)
