How to Create a Property Pipeline for Your Business

There are several stages to being a property investor: you start buying a single property and over time can build up a profitable portfolio.

As you grow, you’ll have the resources to invest in more opportunities faster, and that’s where a property pipeline comes into play.

What is a Property Pipeline?

A property pipeline is a sequence of stages before, during, and after a property is sold. It is a way to streamline and professionalise a real estate business and is used to manage the direction and productivity of the operation.

It’s not something unique to property, a sales pipeline is a standard business business tool used worldwide.

There are three main stages in a sales funnel:

Attract: The top of the funnel, where you attract potential customers.

Engage: The middle of the funnel, where you engage with potential customers and build relationships.

Close: The bottom of the funnel, where you close deals.

Modern technology has allowed a lot of this process to be automated, for example you can run a Facebook advert that directs people to a dedicated landing page.

When they register their interest a sequence of pre-written emails can be triggered to be sent over the next few weeks/months. You can do this by connecting different online tools together, or by using an all in one tool such as Property Pipeline Pro.

Why do you need a property pipeline?

Now you know the basics, let’s dive into some of the functions of a pipeline.

Track the progress of leads through each stage of the sales process

A property pipeline can help track the progress of leads through each stage of the sales process by providing an organised visual of the journey.

This is where automation is very helpful, for example you can set a timeline for each stage of the sales process. This will help you set realistic expectations for your sales team throughout the process.

By tracking the progress of leads through each stage of the sales process, you’ll be able to better manage your pipeline and close more deals.

Measure the effectiveness of your lead generation efforts

Measuring the effectiveness of your lead generation efforts can help you build a successful property pipeline by giving you visibility into the conversion metrics needed to track progress and gauge success.

Knowing the impression rate, cost per lead, click-through rate, cost per click, and customer acquisition cost, can help you determine the success of your campaigns, as well as understand exactly who you’re targeting and how to best engage with them.

This, in turn, will help you maximize ROI while creating a more effective strategy for obtaining quality leads.

Additionally, understanding the shift to digital and the importance of social selling will help you get in front of potential buyers more efficiently and effectively.

Understand which marketing channels are generating the most leads

Property pipelines can help a real estate business understand which marketing channels are generating the most leads by providing a comprehensive overview of a customer’s journey.

This can be accomplished by tracking sources of lead generation, such as organic content, digital advertisements, or traditional media, and analysing their effectiveness.

By understanding which channels are most effective in attracting prospects, businesses can then focus their energy and resources on those specific channels, which will help to improve lead conversion and ultimately, increase revenue.

Additionally, property pipelines can provide insights into the type of content that resonates with a target audience and lead magnets that convert well.

This enables businesses to develop a focused and effective marketing strategy that will generate more leads and close more deals.

Plan your sales team’s workload in advance

A property pipeline can help plan a sales team’s workload in advance by visually breaking up the sales process into logical phases and providing clear guidance for what to do next.

With a property pipeline, sales representatives can easily identify which tasks they need to take on, prioritize the bigger “rocks” over the smaller “pebbles and sand” to ensure that they don’t get stuck in an inefficient cycle, and accurately predict the likelihood of a closed sale to maximise their conversion rate.

This is useful even at the early stages where you don’t have a sales team and it’s just you, it helps keep you organised and on track to hit your targets.

How to create your own property sales pipeline?

There’s an easy way and a complicated way to create a sales pipeline. If you want the easy way head over to Property Pipeline Pro where the entire system is done for you.

Want the hard way? OK here we go!

Step 1: Design Your Sales Funnel

A sales funnel is a visual representation of the steps that a customer takes from being a lead to becoming a customer. It’s important to design your sales funnel in such a way that it reflects the journey that your customers take.

The funnel usually starts with an advertisement that directs those interested to a landing page to capture their details.

Once contact details have been captured, you’ll need a process to follow up with the lead, by phone and/or email.

Usually, contact details will be provided in exchange for something, for example, a prospectus.

Step 2: Design the Landing Page

Once you’ve mapped out your funnel it’s time to start building it. Before you run any adverts you’ll need a landing page. You could create this on your existing website, or set up a new site specifically for the job.

A landing page doesn’t need to be as content rich as a full website, it should be optimised to solve one problem for the visitor and capture contact details.

Step 3: Link a CRM

Collected contact details should be added to a CRM, a customer relationship management system. This will help you to keep track of your leads and manage the sales process.

Some CRM’s are able to send out emails on your behalf. If your chosen CRM doesn’t do this you’ll also need to link an email sending platform into this process in order to automate follow up contact emails.

Step 4: Create an Automated Follow-up Process

Once contact details have been captured, you’ll need a process to follow up with the lead, by phone and/or email.

You can automate this process using a CRM or marketing automation tool such as MailChimp.

To benefit from such a system you’ll need to create a contact nurture sequence of emails, either by writing them yourself or by hiring a professional.

When someone is added to a contact list this automatically kicks off your email nurture sequence, which is automatically sent out over time, helping to warm up the new contact.

Step 5: Track Progress

Once you have your automated follow-up process in place, it’s time to start tracking the progress of each lead. This is where a property pipeline comes in.

Using your chosen CRM you can see where each contact is in your funnel and react accordingly, sending emails, arranging calls and closing deals.

Tracking progress and correctly categorising leads is an important step to ensure your pipeline remains organised and up-to-date.

To get the most from a system you should consider doing the following:

Identify Dead Leads: It’s essential to be able to quickly identify dead leads – those that have clearly stated they’re not interested, cannot be contacted, or you’ve spoken to them multiple times, and they can’t be pushed through to the next stage of the pipeline.

Prioritize the most profitable leads: Focus on what will benefit your business and disregard the rest. Sort your dashboard by value, instead of by date, so you can immediately identify which leads are the most valuable.

Segment Prospects: Segment your prospects into categories by creating timelines like Future, Near Term, and Right Now. This will help you focus your efforts on the right leads.

Assess Leads: Periodically assess your leads to identify the prospects who are most likely to take action. If you notice a lead is becoming less engaged or staying at the same phase of the pipeline for longer than expected, it’s time to reassess them.

Cleanse the Pipeline: Cleanse your pipeline regularly to ensure you’re only focusing on qualified leads that deserve your focus. Make sure your information is up-to-date and accurate by removing prospects who have left the target business and adding in new decision makers.

Re-Fill the Funnel: As you close deals, set aside time to locate new prospects to re-fill the top of your funnel by running adverts.

Step 6: Long Term Follow up Email

Despite all your best efforts, there are going to be some people who turn you down. Your best option in this situation is to automatically send a follow-up email after around 6 months asking how they’re getting on.

You’ll be amazed how much business this simple email can help you generate!

The Easy Way to Launch a Property Business

If you think the above steps sound expensive and complicated, you’re correct, they are! Creating a website and hooking it up to lots of different platforms is complicated and expensive.

Don’t worry, we’ve found a much easier, all in one, solution called Property Pipeline Pro.

The brainchild of Andy Phillips, who is well known in the property investment industry, Property Pipeline Pro is everything you need to get your property business online quickly and professionally.

The platform includes:

• Professional website
• Inbuilt funnel technology
• Ready-built pipeline management platform
• Full CRM
• Appointment scheduling software
• Mobile app

In addition, the team will also help you get set up for success. They will provide you with proven, pre-writtern, automated email sequences, so you don’t need to worry about hiring expensive marketing experts.

For the full details visit: Property Pipeline Pro

Final Thoughts

Creating a property pipeline for your business can be a daunting task, but with the right tools and strategies in place, it doesn’t have to be.

As you start to plan for your future business keep in mind that having the right tools and support in place will allow you to focus on the sales activity, rather than worrying about connecting different platforms together.

I’ve been very impressed with Property Pipeline Pro and the features it offers, it truly is an all-in-one solution that provides everything you need to get your property business online quickly and professionally. With this platform and the help of their team, you’ll be well on your way to success!