If you’re in real estate and your leads keep ghosting or stalling, chances are… your sales funnel needs work.

A well-designed real estate sales funnel doesn’t just generate leads — it warms them up, earns their trust, and nudges them toward closing.

Let’s break down how to build a high-converting funnel that moves people from “just browsing” to “ready to buy/sell.”

🧲 Step 1: Attract the Right Leads

This is your top of funnel (TOFU). The goal here is visibility and interest.

What to use:

• Targeted social media ads (Facebook, Instagram, TikTok)

• SEO-optimized blog posts (e.g., “Top 10 Neighborhoods to Buy in 2025”)

• Free guides (e.g., “Homebuyer’s Checklist”)

Pro Tip: Use hyperlocal content. People search for info tied to specific areas — serve that up.

✉️ Step 2: Capture Their Info

You don’t just want traffic — you want contacts.

What to use:

• Lead magnets: downloadable guides, market reports, mortgage calculators

• Landing pages with one clear CTA: “Book a Free Home Valuation” or “Download the Neighborhood Guide”

• Pop-ups or forms with minimal fields (Name + Email is enough to start)

Tool Tip: Use tools like Mailchimp, HubSpot, or Leadpages to build & manage this.

💡 Step 3: Nurture with Value

Now you’re in the middle of the funnel (MOFU) — the relationship phase.

What to use:

• Automated email sequences (tips, listings, market insights)

• Client stories and testimonials

• Educational videos: “What to Expect During the Homebuying Process”

Key mindset: Build trust by educating, not selling.

💬 Step 4: Qualify and Engage

This is where you shift from nurturing to qualifying.

What to use:

• Surveys or quizzes (e.g., “How Ready Are You to Buy?”)

• Personalized follow-up emails

• Live chat or DMs for quick conversations

Your goal: Find out who’s ready, who’s warming up, and who needs time.

🤝 Step 5: Close the Deal

This is your bottom of the funnel (BOFU) — the money zone.

What to use:

• Strategy calls or consultations

• Virtual tours, in-person showings, home valuations

• A simple booking system (Calendly, WhatsApp, etc.)

Conversion Tip: Make it EASY to take the next step — whether it’s booking a call or viewing a property.

🔁 Step 6: Post-Sale Follow-Up & Referrals

A good funnel doesn’t end at the sale. Happy clients = referral machines.

What to do:

• Send a “thank you” email with helpful next steps

• Ask for a review/testimonial

• Offer a referral bonus

Final Thoughts

Most agents struggle not because of bad leads — but because they lack a system to guide those leads.

With the right sales funnel, you’re not just chasing clients — you’re building a pipeline that brings them to you, ready to act.

Want help building your real estate funnel?

At IRIS, we design funnels that don’t just look good — they convert. Let’s turn your website, ads, and emails into a real estate sales machine.