Generating leads is only the first step in the commercial leasing process. You also need to follow up with potential tenants and nurture them until they sign a lease agreement. But how can you do that effectively, without being too pushy or too passive? Here are some tips to help you create a follow-up strategy that works for your business.
Before you start following up with your leads, you need to have a clear idea of what you want to achieve. Do you want to schedule a property tour, send a lease proposal, or get a verbal commitment? Having a specific and measurable goal will help you tailor your messages and actions accordingly. It will also help you track your progress and evaluate your results.
Don't rely on just one method of communication to follow up with your leads. Use multiple channels, such as email, phone, text, social media, or direct mail, to reach out to them and keep them engaged. Different leads may prefer different modes of contact, so you need to be flexible and adaptable. However, don't bombard them with too many messages or switch channels too often, as that might annoy them or confuse them.
Vary your communication channels—emails, phone calls, text messages—to accommodate the preferences of the potential tenant. Some may prefer emails, while others might prefer a phone call.
One of the most important aspects of effective follow-up is providing value to your leads. You don't want to just send generic or repetitive messages that don't offer any useful information or insight. Instead, you want to provide value by answering their questions, addressing their pain points, sharing relevant content, offering incentives, or highlighting the benefits of your property. By providing value, you can build trust and rapport with your leads and show them that you care about their needs and goals.
Another key element of effective follow-up is following a timeline that reflects the urgency and interest of your leads. You don't want to wait too long or too short between your follow-ups, as that might affect your chances of closing the deal. You need to find the right balance between being persistent and respectful, depending on the stage of the leasing cycle and the response of your leads. A good rule of thumb is to follow up within 24 hours of generating a lead, and then adjust the frequency and intensity of your follow-ups based on their feedback and behavior.
Set a schedule for follow-up contacts but avoid being overly persistent. This could include sending a follow-up email a few days after the initial contact to check if they have further questions or need more information.
Finally, one of the best ways to follow up with your leads is to ask for feedback. Feedback can help you understand what your leads are thinking, feeling, and expecting from you and your property. It can also help you identify any objections, concerns, or challenges that they might have and address them accordingly. Asking for feedback can also show your leads that you value their opinions and input and that you are willing to listen and improve. You can ask for feedback by using open-ended questions, surveys, polls, or testimonials.