Real estate sales funnel: how to set up yours

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What is a sales funnel?
The sales funnel represents the journey a potential customer goes through, from prospecting to closing the deal.

This strategic planning method serves to provide visibility into each stage of the sales journey and point out potential obstacles and opportunities, allowing adjustments and optimizations throughout the process.

In short, the sales funnel is a system that illustrates the customer's purchasing journey, providing sales and marketing teams with input to improve the experience and boost performance.

How important is the funnel?
The real estate sales funnel is important to bring more assertiveness to sales and marketing strategies, enhancing results.

Among the advantages of having a well-designed real estate sales funnel are:

More predictability: the sales funnel allows the customer kenya whatsapp data journey to be monitored, identifying opportunities and providing more predictability about potential customers who should close a deal, depending on their progress in the funnel;
Sales agility: the sales funnel allows marketing and sales strategies to be guided by data and facts, providing input for decision-making and the application of argumentation or negotiation resources that can speed up sales;
Point out improvements: the sales funnel is a great tool for generating insights and identifying bottlenecks and points for improvement that can be implemented and convert more sales;
Data-driven decisions: monitoring the stages of the sales funnel generates data that can guide decisions in a more assertive and strategic way.
What are the stages of the sales funnel?
The real estate sales funnel is a process that can boost results. To build a solid strategy, it is important to pay attention to the stages of the real estate sales funnel.

The sales funnel is divided into three “macro stages”. Here are what they are:

Top of the funnel (lead prospecting and qualification): the first stage in the sales funnel is the customer prospecting phase , which aims to generate brand awareness or a business opportunity.

At this stage, the focus is to attract as many potential customers as possible to learn about the real estate agency or a property listing.

This can be done through digital marketing actions , such as advertisements and email marketing actions, generating leads that will then be qualified.

Qualification, as the name suggests, is the stage in which the leads captured through marketing actions will be evaluated and qualified according to their profile.

Based on this qualification, the leads will or will not proceed to the next stage of the funnel, and can be impacted with different content and approaches, according to their profile.
Middle of the funnel (approach and presentation): from the people who have shown interest in the brand or product, after qualifying the leads, it is time to present the solution and more details about what generated interest.

In the real estate sales funnel, this is the moment when the broker, already equipped with information, must contact that potential client, presenting his portfolio or giving more details about the property that sparked interest in that lead.

This is an important stage in the client's buying journey, in which there is the opportunity to convince, therefore, the correct choice of approach and information to be shared with the client is fundamental. Another point here is that mental triggers

can be used to generate more interest and speed up the sales process. This stage of the real estate sales funnel is when visits to the properties or decorated properties take place, in the case of off-plan sales.


Bottom of the funnel (negotiation and closing): the bottom of the funnel is the decisive stage of the real estate sales funnel. Once the client has already had their interest piqued and has been impacted with the information they needed about that investment, they must move towards the purchase decision.

At the bottom of the funnel are the clients who have already gone through the other stages, therefore, they have been qualified and have all the information about that property. At this stage, the negotiation takes place and the metric of success is the signing of the contract.
7 tips for setting up your real estate funnel
Map the funnel stages Based on the customer journey, from prospecting to closing, it is important to design this real estate sales funnel, stage by stage. This visualization can be automated, using CRM tools that offer this support, or it can be developed by you. The important thing is that the team is clear about what happens at each stage of the funnel and which path the customer should be guided through during the purchase journey to ensure closing.

Define your customer prospecting channels Defining your customer prospecting channels is important because it is from these channels that the top of your sales funnel will be built. There are different ways to prospect customers, from digital ads and real estate sales portals to good old word of mouth. The important thing is to select the channels that make the most sense for your audience and be prepared to monitor them. In the case of digital channels, monitoring prospecting metrics is easier to do, since you have control over the leads that are captured through content and ads. In offline prospecting, monitoring is more challenging, but it can be done by brokers through notes in spreadsheets and daily reports, for example. When defining which prospecting channels to use, it is worth asking yourself: where is my customer? Based on this answer, it is possible to create a brand exposure strategy.

Have lead qualification criteria It is essential to define clear criteria to determine when a lead is ready to move on to the next stage of the funnel. Qualification criteria may vary depending on the type of product, but generally revolve around factors such as: region, behavior, interest and, if possible, purchasing power. This information is valuable to ensure that the sales funnel is effective, avoiding wasted resources and improving personalized service. Here, the data collected from the person's first contact with the brand is essential. In digital marketing actions, it is possible to collect this information with ads and forms.

Establish metrics to monitor each stage of the funnel To monitor the effectiveness of the sales funnel, it is important to define which metrics will be applied to each stage. This definition should be followed at the time the funnel is designed and reviewed whenever necessary. Some metrics that are widely used in the sales funnel are: conversion rate of visitors into leads (top of the funnel), conversion rate of leads into sales opportunities (middle of the funnel), and conversion rate of opportunities into sales (bottom of the funnel). For example: a property ad on a social network impacted 8,000 users. Of these, 800 expressed interest in learning more about the opportunity. The conversion rate of visitors into leads is therefore 10%. In addition to the conversion rates that should be monitored at each stage of the funnel, there are other important metrics to keep an eye on to optimize the process, such as abandonment rates, average time spent at each stage of the funnel, no-show rate for visits (no-shows), among others that may be adapted to your business model.

Train your sales team Training your sales team to use the funnel correctly and maximize results is another valuable tip when setting up your strategy. To do this, it is worth investing in training, education and workshops that expand the team's repertoire on the subject and enable salespeople to use the sales funnel in the best way. Take advantage of opportunities for brokers to share experiences and use education platforms specialized in real estate sales, such as Conecta Imobi Academy .

Monitor results and optimize the funnel Constantly monitoring the performance of the sales funnel is essential to identify opportunities for improvement at each stage of the process. To do this, it is important to have well-defined metrics and data collected throughout the funnel. For example: if the conversion rate of leads into sales opportunities is low, it is time to review the approach strategy, arguments and resources used in this phase. You need to be prepared to constantly optimize the funnel and also adapt to new market trends to maximize results.