.webp)
In the real estate game, generating motivated seller leads is only half the battle. The other half? Following up effectively. Too often, real estate investors overlook the art and science of follow-up. A successful follow-up system, however, can mean the difference between landing deals and watching them slip away.
Paul do Campo, Founder of OmniDrip as well as a seasoned copywriter and real estate investor, has mastered this essential skill. His insights reveal how a thoughtful, persistent follow-up approach can help investors stand out, build trust, and ultimately close more deals.
The Importance of Persistent Follow-Up
One of Paul’s main points is that most investors miss opportunities by failing to follow up frequently enough. It’s not just about sending one or two messages and hoping for the best. To build an effective pipeline, you need a system that allows for multiple touches with each lead. Paul emphasizes that “following up frequently” means sending a handful of messages each month, each customized to the seller’s unique circumstances. For instance:
- Pipeline Management: Use a CRM to organize leads, track responses, and avoid missed opportunities. Automated drip campaigns are essential for consistent contact.
- Segmented Sequences: Paul recommends having specific follow-up sequences for different types of sellers, like landlords, vacant property owners, or probate cases. Each type has its own challenges, and tailoring your approach shows empathy and understanding.
Overcoming Common Follow-Up Pitfalls
According to Paul, one of the biggest mistakes investors make is throwing all leads into one “bucket” and following up with generic messages. Sellers respond best when they feel the approach is personalized to their situation, so it’s essential to use specific language for each lead type.
For example, a landlord dealing with tenants might respond better to reminders about buying properties “with tenants in place” and avoiding vacancies. On the other hand, someone in pre-foreclosure might appreciate a message centered around relief and solutions. This level of customization goes beyond simple questions like “Are you ready to sell yet?” Instead, it involves offering value and empathy throughout the process.
Key Tips for Targeted Follow-Up:
- Empathy in Messaging: Show understanding for the seller’s situation, whether they’re facing foreclosure or dealing with a challenging tenant.
- Multiple Mediums: Don’t limit yourself to just emails. Use texts, direct mail, and even personalized videos to stay top-of-mind.
- Value-Driven Content: Rather than asking repeatedly if they’re ready to sell, offer helpful resources, articles, or testimonials that can build credibility over time.
Building Credibility with Each Touchpoint
A major focus of Paul’s follow-up strategy is creating value-driven interactions. Sellers should feel like they’re gaining something from each message, whether that’s valuable information, reassurance, or a gentle reminder of your services. Real estate transactions are typically emotional, so building credibility is key. Paul suggests that investors:
- Leverage Stories and Testimonials: Share past client success stories, preferably similar to the seller’s situation, to establish trust and demonstrate expertise.
- Highlight the Benefits of a Cash Offer: Paul points out that while “cash offer” may sound like a clear benefit to an investor, sellers might need more context. Remind them of the conveniences, like avoiding repairs, closing quickly, or not needing to vacate tenants.
- Keep a Consistent Presence: Some deals can take months or even years to close. Consistent follow-up keeps you on their radar until they’re ready to act.
Developing Effective Sequences for Different Seller Types
Paul has crafted over 20 specialized follow-up sequences that cater to various seller scenarios. These sequences address everything from landlords to people going through probate, each crafted with empathy, urgency, and the appropriate tone. Here’s a breakdown of some popular sequences:
- Ghosted Leads: For leads that stopped responding after an initial conversation, start with a gentle “thank you” message, then highlight key benefits like taking over tenant issues or avoiding a lengthy sales process.
- Landlords: Often, landlords are looking to offload properties without evicting tenants. A follow-up might remind them that you can buy with tenants in place and minimize hassle.
- Foreclosure Leads: Many facing foreclosure are dealing with financial and emotional challenges. Here, Paul’s approach focuses on empathy, providing helpful resources to assist in their situation.
- Probate Leads: This sequence is slower-paced, focused on delivering useful articles and tips, allowing them to make informed decisions during what can be a sensitive time.
The Power of Frequency: Staying in Touch Over Time
In his research, Paul discovered that successful follow-ups can require up to 60 or even 180 touchpoints before a lead finally converts. While this might seem excessive, consistent, value-driven follow-up helps ensure your brand is recognized and trusted. This approach is especially helpful when dealing with online leads, who often need time to make a decision.
Paul suggests using “soft touches” over time, which are emails or messages that contain valuable information but don’t push for a sale. For example:
- Sharing blog articles related to their situation
- Highlighting how your process is different from the competition
- Reminding them of unique benefits that apply specifically to their scenario
The goal is to stay relevant and respectful, offering value without appearing pushy or overly sales-focused.
Writing High-Impact Follow-Up Copy
As a copywriting expert, Paul believes in using targeted, impactful language. Whether through emails, SMS, or even voicemails, each message should aim to position you as an understanding problem solver rather than just another buyer. Here’s a framework to help get the tone right:
- Use Empathetic Language: Address the seller’s potential concerns upfront, like “We know it’s a tough decision, and we’re here to help you every step of the way.”
- Focus on Benefits: Instead of just asking if they’re ready to sell, emphasize how your process benefits them, such as buying “as-is,” allowing for a quick closing, or accommodating special requests.
- Include a Soft Call-to-Action: Each message should encourage the next step without pressuring the lead. For example, “Whenever you’re ready, we’d love to discuss how we can make the process as easy as possible for you.”
Building a Real Estate Business with Smart Follow-Up
For real estate investors, following up effectively can be one of the most profitable tools in the arsenal. By segmenting your leads, crafting value-driven messages, and staying consistent, you can increase your chances of converting more leads into sales. Paul do Campo’s insights remind us that follow-up is more than just checking in; it’s about building trust, showing empathy, and establishing credibility over time.
Ready to take your real estate business to the next level?
Start by implementing a strategic follow-up system to capture motivated seller leads, and see how it can transform your close rate and build a stronger pipeline. For those who want to save time, consider consulting experts like Paul to optimize your drip sequences and stay ahead of the competition.
