If you’ve ever wondered why some homeowners seem to “suddenly” list their property, the truth is: very few decisions to sell happen overnight.
Research shows that most sellers spend 4–6 months thinking about selling before they contact an agent, and the average Australian homeowner stays in their property for 9–11 years before making their next move.
That means by the time a homeowner reaches out to an agent, they’ve often been silently considering their options for months.
For agents, the key is to show up early in the decision-making process and stay top of mind until they’re ready to act.
This is where effective lead generation tools and nurturing campaigns make all the difference.
How Long Should You Nurture a Seller Lead?
● Immediate Interest (0–2 weeks): Some sellers are “hot” and ready to list right away.
They usually come from direct appraisal requests or referrals.
● Warm Leads (2–6 months): The majority fall into this category.
They’re curious about value, monitoring the market, and gradually building trust in you.
● Long-Term Leads (6–18 months): These are the homeowners who download guides, engage with your market updates, or follow you on social media.
They’re not ready today, but if you nurture them consistently, you’ll be the agent they call when the timing is right.
The Best Lead Generation Tools to Use
- Free Market Reports / Property Value Updates
○ Capture homeowners who are curious but not committed.
○ Follow up monthly with updates on their suburb. - Downloadable Guides & Checklists
○ Examples: “10 Signs It’s Time to Sell” or “How to Maximise Your Sale Price in Spring.”
○ Builds authority and collects emails for nurturing. - Retargeting Ads
○ Keep your face and brand in front of anyone who has visited your website, watched a video, or engaged with your social posts.
○ Works best when shown consistently over 3–6 months. - Email Drip Campaigns
○ Share market insights, local sales results, and seller tips.
○ Ideal frequency: once every 2–3 weeks. - Social Media Content
○ Mix of market updates, seller success stories, tips, and personal branding.
○ Consistency builds familiarity and trust over time.
How Often Should You Reach Out?
● Email nurturing: Every 2–3 weeks
● Social media posts: 3–5 times per week (mix of personal + property content)
● Retargeting ads: Always on (with fresh creative every 4–6 weeks)
● Phone/text check-ins: Every 2–3 months for warm leads
Remember: Sellers need multiple touchpoints before taking action — studies show it can take 7–12 interactions with your brand before someone decides to reach out.
Nurturing a seller lead isn’t about one phone call or one ad — it’s about consistent, valuable contact over months.
By using the right mix of lead generation tools and a long-term content strategy, you’ll capture sellers earlier in their journey and be the natural choice when they’re finally ready to list.
Long-Term Seller Nurturing Campaign Outline
Month 1–3: Awareness & Capture
● Lead Magnet Ad: Free Property Value Report or Seller’s Checklist
● Content Posts: “How long does it really take to sell?” + suburb sales updates
● Email Drip: Welcome email + 2 market updates (2 weeks apart)
● Retargeting Ads: Brand awareness video + testimonial graphic
Month 4–6: Education & Trust-Building
● Lead Magnet Ad Refresh: Seasonal guide (Spring Seller Tips / Summer Market Update)
● Content Posts: Seller success story, behind-the-scenes of a sale, “5 things to do before listing”
● Email Drip: Market update + value-driven tip (staging, timing, pricing strategy)
● Phone/Text Check-In: Light, non-salesy (e.g., “Hi Sarah, just thought I’d share the latest results in your suburb…”)
● Carousel of recent sales + invitation to free appraisal
Month 7–12: Conversion Focus
● Content Posts: Suburb records, testimonials, “What your home could be worth today”
● Email Drip: Local market results + CTA for free appraisal
● Phone/Text Check-In: “Just wanted to give you an update on how your area’s performing — some big results lately.”
● Retargeting Ads: Strong call-to-action (Book your free appraisal today)
By layering content + ads + email + personal touch, you’ll consistently nurture sellers over their 4–6+ month decision window and capture both the “now” and “later” leads.
Implementing a long-term seller nurturing strategy has never been easier thanks to the @realty CRM.
Using the Action Plans feature, you can set up a fully automated drip campaign that nurtures your leads consistently over months while our in-house social media manager helps keep your content fresh, engaging, and on-brand.
The @realty CRM is designed to support every stage of the property lifecycle, giving you the tools to prospect, manage, and convert leads efficiently without juggling multiple systems.
Start building a smarter, more productive lead generation and nurturing process today.
Book your free 15-minute demo here.
