Joe 's Blog


Lead Follow-Up Campaigns - Never Give Up On a Lead!


Joe Gonzalez
Branch Manager
1st Metropolitan Mortgage
Phone: 610-351-7510
Fax: 610-351-7810

 You might wonder, "When is a lead no longer a lead?" A lead is always a lead until the person tells you to stop calling. The key to success in sales is professional persistence. Take time to earn the loyalty of prospects by showing them that you add more value to the equation than anybody else in your field. One critical element to remember about a successful lead follow-up campaign is that it should be easy to implement.

Build a series of letters (i.e., templates) and load them into your database management system. Whether you use Top Producer®, Microsoft® Outlook® or ACT!®* doesn't matter. The important thing is that with a few clicks of your mouse, you will generate an outbound correspondence that encompasses your prospective client list and helps them realize that you are sincerely interested in working with them. You must leave an indelible imprint in their mind, which will give you a competitive edge if they have not yet decided with whom they will work. You must rouse prospective clients to wonder:

"What will I miss out on if I don't work with this person?"

Once you motivate the prospect to ask that crucial question, your battle has been won. How can you prompt prospects to ponder this question? It's simple: Teach them! People instinctively want to learn, especially when it comes to "big ticket" transactions like purchasing real property and financing homes. The more you teach them, the more they will want to work with you, so it is important to establish yourself as a consultant.

Many subtle changes occur regularly during real estate transactions that can make buyers feel vulnerable and anxious. They're filled with all types of questions and they look to you as the expert. How do you read an appraisal? What are key components of a home inspection report? What are the various non-recurring fees associated with buying a home? What is tax deductible during the loan process? What are some characteristics to look for when selecting a skilled real estate agent? The list never ends. Draft documents that address consumers' concerns before they even ask.

By maintaining contact with your prospects on a weekly basis using a drip campaign that contains valuable educational material, you will have made yourself invaluable to them. You'll be amazed by how much your conversion ratio from prospect-to-client will skyrocket!

Look for more efficient methods I use to manage business and create clients for life!

* Top Producer® is a registered trademark of Top Producer Systems. Microsoft® Outlook® is a registered trademark of the Microsoft Corporation.
ACT!® is a registered trademark of Interact Commerce Corporation.

For help or questions contact:

Joe Gonzalez

Senior Loan Consultant -  NMLS #126036
GMH Mortgage Services, LLC
625 W. Ridge Pike, Building C, Suite 100 | Conshohocken, PA  19428 | Direct: 610-355-8039 |  Cell: 610-739-6563

FHA Jumbo Loan, Mortgage King Of Prussia   FHA Jumbo Loan, Mortgage King Of Prussia   FHA Jumbo Loan, Mortgage King Of Prussia

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Comment balloon 9 commentsJoe Gonzalez • March 31 2008 07:15AM


Joe - Just this past week I have had 3 leads from over 10 months ago approach me.  I NEVER give up on ANY of them!  They get my newsletter, listing notifications, holiday cards and just little hello's every now and then!  I remember what their jobs are and send relevant articles that hit the wire, etc.  Don't ever give up on a lead!
Posted by Leesa Finley, RED Properties - Raleigh NC Real Estate (RED Properties) almost 12 years ago
I am working with some one this week that started emailing me abotu a year ago. You are so right with your post
Posted by Charlie Ragonesi, Homes - Big Canoe, Jasper, North Georgia Pros ( almost 12 years ago
Joe - Very good advise. A lo of us give up if we don't get a positive response immediately.
Posted by Larry Brewer - Benchmark Realty llc (Benchmark Realty LLc) almost 12 years ago
Joe: Until I get a 'NO' it is a "Maybe later" in my book. I follow up quarterly.
Posted by Tara Colquitt, Credit Counselor (Tara Colquitt, The Credit Woman, LLC) almost 12 years ago

We all struggle at some points but it amzing on how many people have one conversation with someone and then depend on them to call their cell.  It to competitive for this. Hope even takes good notes.  Im trying to decide on which managment system works best?

Posted by David Miller, Crye-Leike Realtors (Crye-Leike, Realtors) almost 12 years ago

Leesa - awesome stuff! You can't give up on leads!

Charlie - the exact same thing happened to me about a month ago! I was shocked. I actually completely forgot about them!!

Larry - Exactly, you never know when things will change for that person & then they come running back because you are present in front of them.

Tara - Maybe later is a great way to look at things.  I mean especially if it is email or a .35 postcard, it just takes 1 out of 1,000 to say yes!! Then your campaign is totally paid for.

David - Try ACT.  I swear by it.  It keeps me organized always!

Posted by Joe Gonzalez, NMLS# 126036 (610) 739-6563 (CrossCountry Mortgage, LLC NMLS #3029) almost 12 years ago

great post Joe !!!

Educating our clients plus doing a professional follow up is the right way.

Buen trabajo !!!

Best regards.

James Arias 

Posted by James Arias (Bilingual Marketing) almost 12 years ago
Thanks James. I appreciate it.  I will keep on trying to bring good stuff to the boards!!
Posted by Joe Gonzalez, NMLS# 126036 (610) 739-6563 (CrossCountry Mortgage, LLC NMLS #3029) almost 12 years ago
I don't have follow up campaigns. I will call once or twice, but if someone is not receptive to me help, I don't bother. Don't waste your time with deadbeats. Give 100% to the people that WANT to work with you. Throw all the other numbers away and move on.
Posted by Joseph Grabowski, REALTOR - (Keller Williams Preferred Real Estate) almost 12 years ago