Automating Lead Follow-Ups in Real Estate Using WhatsApp

1. Kickstart with an Instant Reply

Let's consider that you have an enquiry regarding your project at 10:30 p.m. Now, the salesperson from your company might not be available immediately.

But does that make it okay for you not to reply at all? You can use an automatic reply via WhatsApp where you can acknowledge their enquiry and inform the buyer that a salesperson will soon get back to them.

For instance: "Thanks for showing interest in [Project Name]. Our property advisor will contact you shortly. Meanwhile, do you wish to get our brochure or check out the configurations?"

This way, the buyer gets an instant reply while your salesperson prepares for the talk.

2. Share Information Based on the Buyer’s Requirements

Not all buyers require the same set of information. A buyer searching for 2 BHK apartments may not require a long message listing all the possible configurations. Instead, use automation technology and share information based on the buyer’s requirements.

For example:

• Buyer queries regarding 3 BHK → Send 3 BHK floor plan details
• Buyer queries about prices → Send price information
• Buyer queries about amenities → Send amenities-related information
• Buyer wants to visit the site → Schedule the site visits

In this way, real estate WhatsApp marketing becomes useful as the entire conversation revolves around the buyer’s intention.

3. Implement WhatsApp Drip Campaigns to Nurturing Leads

One follow-up on a buyer is rarely sufficient. Often, many potential buyers will need some time to evaluate the projects, talk to family members about budgets, consider payment options, or even make the final call.

Here comes the role of real estate WhatsApp drip campaigns. Drip campaigns involve pre-defined messages that are automated and sent on a schedule or in response to certain triggers. There is no need to write and send messages manually since they are all predefined by the marketing team.

For instance, one such campaign might include the following:

• Day 1 - Acknowledgment: Thank the buyer for his/her interest and provide him/her with the project brochure.
• Day 3 - Highlights of the project: Include important amenities, configurations, or any other relevant project information.
• Day 5 - Customer testimonials: Provide any customer testimonials/experiences when available.
• Day 7 - Offers & Updates: Announce any offers or relevant project updates to the client.
• Day 10 - Invitation for a site visit: Motivate the buyer to arrange a site visit.

The problem with follow-up drip campaigns is that they are not meant to last forever. In case the client replies back to your message or books a visit, the conversation must move forward from there.

4. Automated Site Visit Reminders

Site visits play a vital role in the sales process of real estate. However, there might be chances that buyers forget about it. It can be done through automation using WhatsApp as follows:

• After confirmation: "Your visit is confirmed for Saturday at 11 AM."
• One day before the visit: "Just a reminder regarding your visit tomorrow. Here's the location and contact details."
• After the visit: "Thank you for visiting [Name of the project]. Do you need any assistance from our property advisor?"

It eliminates the effort of the sales team manually reminding buyers.

5. Do Not End Follow-Ups With One Message

There is no need to take a non-responsive buyer as one who is not interested. They can be busy with:

• Comparison of projects
• Buying discussions with their families
• Loan approval process
• Work-related matters
• Looking for a better time to buy the property

Instead of sending multiple "Checking-in" type of messages, prepare relevant follow-ups. For instance:

• Day 1 - Details about the project
• Day 3 - Floor plan/Unit Info
• Day 7 - Invite for site visit
• Day 14 - Answer common buyers' questions

The objective is to offer reasons to keep talking.

6. Have Unique Responses to Unique Leads

This is where the use of a WhatsApp CRM in real estate comes in handy. A new lead needs different communication than a person who has made a site visit.

For instance:

• New Lead: Provide project details and determine their needs.
• Qualified Lead: Provide the inventory, price list, or call for discussion.
• Site Visit Scheduled: Confirm the booking and reminders.
• Site Visit Made: Get feedback and clarify any queries.
• At the Negotiation Stage: Introduce the buyer to the right salesperson for discussions.

The automation process should be based on the buyer's stage rather than days of inactivity.

7. Recognize When it’s Time for a Person to Step In

Not everything can or should be automated. There are some situations where the assistance of a salesperson is necessary. Examples include:

• “What is your best price on this unit?”
• “I want to talk about the payment plan.”
• “May I talk to someone about another project?”

These are buying signs. It is important that the system recognizes them and directs the customer to a salesperson instead of responding with automatic answers.

The ideal situation is:

• Automations take care of the mundane.
• Salespeople take care of the relationship.

8. Monitor Every WhatsApp Chat

It's worthless if your sales team does not know what happens after that. Take, for instance, a buyer who receives a brochure via WhatsApp, but the salesperson has no idea whether they opened it, replied, or requested a site visit.

There will be a gap in the sales process. Linking WhatsApp to your CRM can help your sales teams monitor the following:

• Lead information
• Chats and follow-ups
• Buyer needs
• Site visits
• Sales pipeline and actions to take next

This way, WhatsApp becomes more than just a communication tool but a part of your lead follow-up process.

9. Evaluate the Actual Results of Your Automation

It is wrong to evaluate your automation based on how many messages you have sent out. Instead, focus on the results of the messages. Some metrics you should monitor include:

• Leads reached out to and Messages delivered
• Replies and Chats initiated
• Site visits scheduled and completed
• Reactivations of leads
• Bookings

If an automated follow-up gets a lot of replies but very few site visits, you might need to make changes.
The point is not: Sending out more messages.
The point is: Having more conversations.

10. Use AI WhatsApp Chatbot to Handle Buyer Questions

Automated messages can be helpful when it comes to scheduled updates, but there might be times when buyers raise questions that require prompt replies. A potential buyer might seek information on pricing, features, floor plans, location, or whether they can visit the property or not.

An AI WhatsApp chatbot for real estate can help handle these frequent questions without the need for a salesperson to reply individually.

For example:

• The buyer asks about amenities: The chatbot offers information about amenities.
• The buyer asks about configurations: The chatbot offers information about the configurations.
• Buyer asks about the project brochure: The chatbot can offer this information depending on its settings.
• The buyer wants to discuss prices or negotiate: The conversation is handed to the sales team.

The chatbot should use verified project information, not invent any answers, and pass some questions to the salesperson if needed.