The value of a product is being recognized when a customer starts using it, and in the real estate industry, there are many “products” that you can use to reel in qualified buyers. Your listings might be your main products, but a real estate company can use a number of different complementary products and services to enrich the customer’s experience.

Typically, customer onboarding would represent the period after a customer has made a purchase and is acquiring knowledge about your product. In the real estate sector, however, customer onboarding starts the moment you generate a qualified lead, given the longer sales cycle and the fact that buyers need to go through multiple stages of the sales pipeline.

You need to ensure the buyer has entered the email onboarding phase ASAP so that you can begin the value-driven adoption phase. In other words, real estate companies can sell more and build brand authority by delivering value through email onboarding.

To achieve successful onboarding, you should know customers’ expectations and their overall goals. Clients will rely on you and your support if this is new and completely unknown territory for them.

In the real estate field, you need to track buyer email onboarding metrics in order to gauge the efficacy of your lead nurturing and your email communication as a whole. This will produce more satisfied prospects and will help them convert quickly.

Therefore, let’s check the nine metrics of tracking the success of email onboarding:

Email Onboarding Time

Once you’ve generated leads and interested buyers using your inbound tools of choice, the first and initial step is the onboarding phase. Here, potential buyers should get to know your brand and your values, as well as some of your listings, curated for their needs. Your job is to create a clear value proposition from the start, resonate with their values and needs, and establish a trusting relationship.

This will help your real estate business capture qualified leads and start nurturing them until they decide to buy a property.

Measuring the email onboarding time will be key. So, make sure you know how much time has passed from the first time a customer has come in contact with your brand. This is the start of your email onboarding phase, and knowing the exact time can help you with your performance. This way, you can improve your efficiency, and you can improve the onboarding time with each new customer by refining the process.

The aim is to make the onboarding time short yet effective and valuable for the property buyer and their needs. Helping them to better understand their own needs, their local real estate market, and the services and listings on offer will be crucial here – but it takes time.

When it comes to onboarding new real estate agents at your company, on the other hand, showing them these practical steps and teaching them to implement customer onboarding strategies can benefit them and the company as a whole.

This can help the entire customer success team shorten the time of an onboarding phase, and help you get more buyers to begin the property procurement process.

To measure email onboarding time, simply track the time it took to get from the first email exchange to reaching a goal.

Some of your email goals can be:

  • Selling a property – top level goal.
  • Building brand awareness and trust.
  • Educating the prospects.
  • Building social proof.
  • Generating more qualified leads.
  • Driving traffic to your website or social media.

Customer Engagement

Real estate agent high fiving customer in celebrationCustomer engagement is a vital part of email onboarding, as you need to ensure prospective buyers are engaged enough to continue their journey through the sales pipeline. Using various tactics to improve engagement such as visual storytelling, you can track the progress, identify potential issues, and prevent them from occurring.

It’s not unusual that the potential buyer has misunderstood something, especially if it’s via mail. You need to clear up the confusion before moving on to the next step. Guiding the customers on this journey is the primary step in onboarding, especially when you’re using email communication to nurture real estate leads.

Time to First Value (TTFV)

The onboarding process is complete when a potential buyer or a new brand advocate has internalized your values and believes in your brand. This is called time to first value or TTFV, which emphasizes all the good attributes of your brand. When communicating via email, you need to personalize your approach according to the needs of the buyer, while emphasizing the value your real estate company brings to the table.

Your job is not only to educate the buyer, but also to aid their decision-making process while allowing them to extract real-world value from your brand and your services.

To achieve this, you will:

  • Get to know the potential buyer and create a personalized approach based on their buyer persona.
  • Curate your listings and your offering according to their specific needs.
  • Provide valuable information they can use in their search for the perfect property, as well as real-world information they need to become successful homeowners.
  • Continue delivering value through diligent support and valuable content.

Doing this will satisfy the customers’ needs for the first time in their search for their new home, allowing them to realize the full value of your brand, your knowledge of the market, and your professional services as a real estate company.

Free Trial to Paid Conversion

Customer inserting credit card into card reader.To convert leads into property owners, you need to offer a lot of value, and you need to do it for free. Because after all, people love free stuff, and it connects brands to their customers.

Ultimately, your goal is to sell property, buy to expedite this process and attract high-paying buyers, you need to establish a connection with the individual.

Perhaps the most effective way to achieve this is to offer free knowledge, guidance, consultations, real estate insights, and more. This is one of the most powerful marketing and sales strategies for real estate companies that are focusing on email strategies.

It’s also one of the best ways to boost your brand’s value and offer more value to your prospective buyers without them feeling like they need to commit before they are ready.

How can you know if the free services were effec