Turning “maybe somedays” into successful closings
Jacquelyn Leahy loves working with people. That’s why she started in real estate in the first place, and it’s a big reason why she’s so successful, becoming a top producer at Gibson Sotheby’s International Realty. Today, she works with about 40 leads per month, from a combination of Zillow advertisements, Google AdWords campaigns, direct leads from her site, and referrals.
She began her real estate career in Manhattan, and like a lot of people, focused almost entirely on the people who were ready to buy right away. When it came to nurturing leads who were interested in making a purchase down the road, Jacquelyn simply didn’t have a strategy.
“I didn’t have the technology to do that, so I really just ignored those leads.”
Taking advantage of higher quality leads
Eventually, Leahy moved to Boston, where she lives and works today. Unfortunately, that transition required her to adapt from a red-hot NYC market, chock-full of purchase-ready leads, to a more strategic market where long-term potential customers are too important to ignore.
“I wasn’t able to get enough leads of high enough quality. I’m now working with larger, higher value leads that require more strategic interaction. That’s where Contactually comes in.”
"The first quarter of 2015 was the best quarter I’ve had so far as a realtor, and I can attribute almost all of it to Contactually."Jacquelyn Leahy
Reaching out with Contactually (organization, and distribution)
Today, Jacquelyn’s lead nurturing system has two main technological pillars; Contactually (where she does contact management and frequent small-group follow up via ScaleMail) and MailChimp (which she uses to send a general newsletter to all, or large portions of her entire database). The systems integrate, and each of her Contactually Buckets sync to her main MailChimp list. That keeps the master newsletter list up to date, while still allowing her to manage people in smaller groups via Contactually. takes the stage at the critical point between initially discovering a lead, and working with them directly once they’re actually ready to buy.
She’s currently using Contactually to nurture over 1,500 leads across 39 very specific Buckets, at the critical point between initially discovering a lead and working with them directly once they’re actually ready to buy. That’s more than double the amount of nurturing she was able to do without Contactually.
The power of the personal touch
According to Leahy, a good amount of that is possible thanks to Scalemail.
“I can do context marketing now. If I met someone at an open house, I can follow up with them with a personalized blog post or infographic that fits their needs. It’s much more effective than just dropping them on a generic newsletter.”
“People will literally call me and say ‘Hey Jacquelyn, how’s it going?’ like I’m an old friend. The ScaleMails really work! I’ll only have talked to them one on one maybe once or twice, but I’ve sent them a dozen emails via ScaleMail and they feel like they really know me. It’s great.”
And while Jacquelyn is great at her job, she’s not superhuman — knowing who’s the right fit for the right message is something she leans heavily on Contactually for.
“I have the memory of a goldfish. I don’t remember anything. If I didn’t have Contactually, people would constantly slip through the cracks and I wouldn’t follow up with anybody.”
“I have the memory of a goldfish. I don’t remember anything. If I didn’t have Contactually, people would constantly slip through the cracks."
So what kind of impact has such a dramatic expansion in high quality lead nurturing had on Jacquelyn’s business?
“The first quarter of 2015 was the best quarter I’ve had so far as a realtor. It’s really building quickly, and I can attribute almost all of it to Contactually. In just this first quarter, I’ve made 50% of last year all together. I’ve doubled my commissions and number of deals!”
For Leahy, those deals add up quickly — to about $60k in additional take home commissions since she signed up in October of 2013.
“My business is people, and I finally feel in control of it. Without an organizational system and a strategic plan, you’ve got nothing. Contactually is my everything.”
Stay top of mind like Jacquelyn – start your free trial!