1. The Sales Funnel
Nurturing Leads
Lynn Albro, Internet Marketing Coach
www.bestrealestatemarketingideas.com

2. What is Lead Nurturing?
“Lead Nurturing is a system that allows
you to send an automated series of
emails to an early-stage lead in order to
pre-qualify them.”
Sometimes this process goes by other names;
marketing automation, drip marketing,
autoresponders, client/contact retention
system, etc.

3. Establish Contact Fast
● 35-50% of sales go to the vendor that
responds first to an inquiry
● Automated lead nurturing is a great way to
maintain engagement when a lead has
already made a move to interact with you.
● Automated lead nurturing keeps your name
out there in front of the prospect
● Automated lead nurturing enables you to
build trust and establish expertise

4. Learn About your Leads
● By presenting different questions or types of content,
and identifying who responds to what, you can qualify
your leads and set yourself up for warmer sales
conversations.
● Once you review who opens your emails, and what
subjects they open up, then you can put your leads into
different lists or groups and send out the information
that they are interested in.
● Lead nurturing is all about sending out a tightly
connected series of emails with an abundance of useful
and relevant content.

5. Lead Nurturing offers a chance for
precise targeting
● Craft your emails based on an action a lead has taken
on your website
● This shows that your are aware of an interest in a
specific topic and what information your prospect might
need next.
● Lead nurturing emails also have a higher Unsubscribe
rate, which is an important part of the lead qualification
process.
● Only the most engaged leads will move down the sales
funnel and become great new customers.

6. 5 Steps to Setting up a Lead
Nurturing Campaign, Step 1...
Determine your goal -
● Decide what actions make a lead ready to
buy, and decide what type of content will
qualify them.

7. Step 2...
Decide what your Buyer’s Persona is -
● In other words, who is your ideal client,
product/service appeal to.
● Include details; age, occupation, marital
status, etc. Spend some time researching,
asking questions and evaluating who these
people and what their needs are and why
they would buy your product.

8. Step 3...
● Nurture Prospects with relevant content -
Instead of jumping in and sending them an
email requesting a quote or demo, you
should nurture them through the sales funnel
first.
● Send emails that offer value that will appeal
to your Buyers Persona; videos, webinars,
eBooks, blog posts, etc.

9. Step 4...
Set up a Timeline -
● 75% of leads buy within 18-24 months. With
lead nurturing, patience is virtue.
● If you believe your lead will buy during that
time period, It’s a good idea to send out at
least one automated nurturing lead per
month.
● If you think your lead will buy within a month,
then it is a good idea to set up a campaign
that goes out on the 1st, 10th, and 20th day
after conversion.

10. Step 5...
Measure & Improve -
● It’s a good idea to measure how your you’re
growing your database from your lead
nurturing efforts.
● You need to know what’s working and what’s
not so that you can continue to improve.
● As your campaigns run, make sure to
experiment with the offers you send, the
subject lines and the calls-to-action within
the email content.

11. Takeaways
1) If you get good at Lead Nurturing, you will benefit
your bottom line. Industry research shows that
nurturing your leads, keeping them engaged with your
content on an ongoing basis and gradually introducing
them to the more advanced stages of the sales cycle
can only benefit your bottom line.
2) Setting up a lead nurturing system enables you to
establish content with their fresh leads fast and stay
fresh in their mind with ongoing, automated content.
3) Lead nurturing is relatively easy to set up and
doesn’t require a bunch of maintenance over time.