Best Practices for Working Your Leads

Whether you’re new to our platform or a seasoned investor, following proven outreach strategies can significantly increase your connection and conversion rates. This guide combines best practices for phone, text, email, automation, and follow-up, giving you a clear roadmap to a favorable ROI.

What Is a Viable Lead?

• The contact responds via phone, text, or email
• They express a legitimate desire to sell
• They are open to conversation, even if not ready to act

What Is a Bad Lead?

• Both phone number and email are invalid
• Property is listed on the MLS
• Seller states they are not interested in selling

Submit refund requests via our Refund Policy.

Stepping Stones to ROI: Key Metrics to Track

ROI is the ultimate goal—but it’s built from consistently improving your funnel performance. Tracking these key metrics helps you identify where to optimize:

• Connection Rate: Aim for 80–85%. This measures the % of leads you make contact with (via phone, text, or email).
• Lead-to-Qualified Rate: How many leads are actually motivated? Track % that show a timeline, condition disclosure, or pricing interest.
• Lead-to-Appointment Rate: % of leads that commit to a follow-up call, meeting, or virtual walkthrough.
• Lead-to-Contract Rate: % of leads that move forward to sign an agreement or LOI.
• Closing Rate: % of signed contracts that successfully close and fund.

Note

Pro Tip: Review these metrics on a monthly or quarterly basis instead of lead-by-lead. This smooths out fluctuations and gives you a more accurate picture of ROI performance.

Note

Reminder: Lead data is only available in the portal for 90 days. Be sure to export and store leads in your CRM regularly.

Outreach Strategy

The best follow-up is not a cookie-cutter sequence that every seller has already seen. You do not want homeowners to feel like they are in a drip campaign. Build follow-up that feels casual, real, and human—in the age of AI, people want genuine connection with real people.

• Write in your own voice, not a generic sales script.
• Refer to the seller’s actual property, situation, or last conversation when relevant.
• Ask a simple, natural question instead of sending the same canned check-in to everyone.
• Use automation to help with timing and organization, but adapt your messages and respond personally when the seller engages.

Treat the examples below as starting points, not messages to copy and paste into every conversation.

Home Seller Experience: What to Know

As part of our Home Seller Experience initiative, sellers now see who they’ll be speaking with when they submit a lead. This may be your company name or your first name if no company name is listed.

This means sellers are often less cold than before and may already recognize your name when you call or text.

Best Practices with Home Seller Experience

• Assume familiarity. The seller has already seen your name before your first outreach.
• Lead confidently and avoid sounding like a third-party or generic service.
• Keep your name and tone consistent across calls, texts, and emails.
• Focus on the property and the seller’s situation, not where the lead came from.
• Respond quickly. Faster response times significantly improve connection rates.

Voicemail Tip: Keep messages casual and familiar. “Hey John, this is Jay. You just reached out about your property on Maple St. Give me a call back when you have a second.”

Phone Outreach

• Attempt contact at least 12 times in the first 4 days
• Double or triple dial during initial outreach to spark urgency
• Use a natural tone—speak as if you’re calling a friend (“Hey, John!”)
• Avoid company intros—focus on personal connection first
• Use “no-oriented” permission-based openers: “Probably caught you at a bad time?”
• Embrace silence—use pauses to give sellers space to engage

Texting Best Practices

• Texting is a tool to get on the phone
• Use open-loop messages that create curiosity without giving everything away (e.g., “Hey [Name], I forgot to ask one thing about your property.”)
• Be brief—avoid long, formal, or overly professional texts
• Respond fast. If a lead replies, call immediately

Email Follow-Up

• Emails work best as backup—send when texts/calls fail or to re-engage cold leads
• Use a human tone. Write like you speak
• Keep emails under 3 lines with a single CTA or question
• Use subject lines that create curiosity or feel personal

Example Templates:

• Subject: Just tried giving you a quick call Body: Hey [Name], I just tried calling about [Address]. Is now a bad time?
• Subject: Did you want me to stop reaching out? Body: Totally fine if the timing isn’t right — just let me know.

Automation Strategy

• Instant Lead Response: Trigger an auto-text or email when a new lead comes in
• Missed Call Response: Text back immediately: “Sorry I missed your call! Are you available now?”
• After-Hours Engagement: Let leads know you’ll follow up first thing in the morning
• Follow-Up Drips: Set up 2–3 short texts/emails per day over 5–7 days
• Personalize automated messages with the lead’s name, address, or inquiry details
• Blend automation with manual check-ins for high-value leads

Note

Pro Tip: Track automation performance using metrics like response time, engagement rate, and hand-off rate to a live rep or closer.

Additional Tips

• Use a CRM: Track conversations, schedule follow-ups, and log every touchpoint
• Creative Follow-Ups: Try a meme, GIF, or voice note to break the ice
• Off-Hour Wins: Leads submitted at night or on weekends often show higher urgency
• Stay Consistent: The follow-up is where the fortune is—don’t give up too early
• Know Your Exit Options: Top clients don’t just wholesale—they use novations, seller finance, referrals, and flips

Managing Lead Flow: When to Pause and When to Push

You can pause your account for up to 30 days if you’re not in a position to work new leads. However, we’ve found that leads submitted after hours often come with higher motivation and faster title transfers—so staying active evenings and weekends can provide a real advantage.

These Aren’t Just “Wholesale Leads”

Our best clients utilize multiple exit strategies to maximize each opportunity. Consider the following approaches:

• Wholesaling
• Fix & Flip
• Novations
• Seller Financing / Subto
• BRRRR & Rental Portfolios
• Listing referrals (for licensed agents)

You’re Closer Than You Think

When you follow these steps, you’re building the foundation for long-term success and a strong return on investment. Stick to the process, track your progress, and stay persistent.

Need help developing your plan of action? Our Customer Success Team is ready to support you. Contact us anytime to get started.