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What to Say When Reaching Out to a New Lead

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Got a new lead? Congratulations! As real estate leader Brian Buffini always says, in real estate, you didn’t go to work if you didn’t generate a lead.

Now that you have this new real estate lead, it’s time to get in touch. For many, that first call can be daunting — it can be tricky knowing exactly what to say to lay the foundation for a lasting relationship.

There are a few ways to approach contact with a new lead. How you reach out initially depends on how the lead contacted you in the first place.

At Buffini & Company, we’re huge advocates of real estate referrals. Ideally, most of your new real estate leads should come from current clients who recommended your services to a friend or family member. If you are reaching out to a client connection, it’s best to start with a phone call:

“Hi there! This is [Your Name] calling from [Your Brokerage]. I helped [Relationship] sell their home last year, and they mentioned you were interested in putting your home on the market. Is now a good time to chat?”

If the lead is free to talk, ask a few initial questions about their current situation, then aim to set up an introductory meeting to discuss time frame, desired new home, pricing, etc.

If leaving a voicemail, have them call you back to set up the meeting:  

“Hi there! This is [Your Name] calling from [Your Brokerage]. [Relationship] called and told me you were interested in putting your home on the market. I’d love to help you get that process started! Give me a call back and we can set up a time to meet. Have a great day!”

Because these are referrals, they are warm leads — they already understand your value, since you were recommended to them by a trusted friend or family member. This doesn’t mean you have to do any less work to build the relationship! However, it does make that first call much more comfortable.

On the other hand, online real estate leads require a bit more work. Technically, these aren’t actually leads — they are online prospects, since you don’t yet know if they are going to work with you. The communication you send is going to convert them into leads, and eventually, clients for life. What you say here matters!

Start by sending these folks an email with a value-add piece attached. Send information relevant to their inquiry — if they’re a first-time buyer, send a piece about mistakes buyers make. For sellers, give some information on how to get top dollar for a home. Include an introductory message with the email:

Hi [Lead Name]!

Glad to hear you’re interested in putting your home on the market. Now is a great time to sell! To demonstrate that, I wanted to send you some information on the current state of the market, including reasons why sellers are getting top dollar these days. Let me know if you have any questions, and I’ll call you soon to discuss. Thanks so much!


[Your Name]

Give the prospect a few days to review the information, then follow up with a call. The goal is to set up a meeting to discuss their needs and expectations. Once they start working with you, focus on providing exceptional service to transform the lead into a lifelong client.

You’ll need to make sure you’re keeping track of all these new leads you gather. Buffini & Company Referral Maker® CRM makes it easy! The real estate CRM automatically logs and tracks your calls with all people in your database. You’re also able to track the progress of your leads as the move through their customer journey with you.

Sign up for a free trial of Referral Maker CRM today!

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