Turning Your CRM ‘Pond’ into a Pipeline: A Step-by-Step Guide

Turning inactive leads into active clients requires more than just occasional follow-ups. According to Greg Harrelson, founder of RGMastery and a Real Geeks coach, the CRM pond holds immense potential if agents know how to approach it systematically.

This article continues our guide on real estate CRM ponds, focusing on Greg’s actionable step-by-step methods for transforming these dormant leads into new opportunities.

Step 1: Segment Leads for Targeted Outreach

Successful re-engagement begins with segmentation. Real Geeks’ CRM allows agents to create lead segments based on past behavior and engagement history:

Unresponsive Leads - These leads haven’t replied to any outreach attempts. Start with soft, friendly introductions to re-engage.

Partially Engaged Leads - Leads who’ve interacted a few times benefit from more specific property updates.

Previously Engaged Leads - These leads once showed strong interest and may respond to a more personalized message.

Greg emphasizes the importance of segmentation in his RGMastery sessions, noting that agents who organize their pond leads see higher reactivation rates. A Capterra report supports this, showing that CRM segmentation increases engagement by 70%.

Step 2: Use Curiosity-Driven Scripts

Re-engaging pond leads is an art, and Greg recommends curiosity-driven scripts to keep leads interested:

Check-In Approach

“Hi, I’m [Your Name] from [Your Agency]. We last talked about properties in [Location] a while back—how has your search been going?”

Interest-Based Inquiry

“I saw we chatted a few months ago about [specific location]. Are you still looking for a place in that area?”

Using this approach, as Greg explains, makes the conversation feel natural and less sales-driven. Research from Gong.io shows that open-ended questions improve response rates by around 35%. Real Geeks agents using Greg’s methods have found that these curiosity-based conversations keep leads open to re-engagement.

Step 3: Automate Regular Follow-Ups

Greg recommends setting up automated workflows within Real Geeks to maintain consistent outreach:

Monthly Market Insights - Send market updates and property insights.

Property Alerts - Offer notifications on new listings in their areas of interest.

Community News - Share information on local events or upcoming open houses.

Salesforce data suggests automated follow-ups can increase engagement by 45%. This strategy ensures that agents remain top-of-mind without overwhelming their workloads.

Step 4: Establish a Follow-Up Cadence

A steady cadence keeps pond leads engaged. Here’s a recommended schedule based on Greg’s teachings at RGMastery:

Weekly Check-Ins - Call or text to remind leads you’re available.

Biweekly Property Updates - Send personalized listings or property details.

Monthly Newsletters - Use Real Geeks to automate community and market news.

Harvard Business Review shows that regular follow-ups can increase sales response rates by 25%.

Step 5: Document and Refine Based on Feedback

After each interaction, Greg advises updating the CRM to capture preferences, responses, and insights from the conversation:

Document Patterns - Track responses to see which messages engage the most.

Adjust Outreach - Tailor your messages and resources based on what resonates with the lead.

These refinements help agents improve each interaction, creating a strong rapport that leads to conversion.

Conclusion

This article expands on our guide for managing CRM ponds, detailing actionable steps agents can take with guidance from Greg Harrelson and Real Geeks’ CRM. From initial segmentation to curiosity-based conversations, a structured cadence, and documentation, Greg’s strategies help agents re-engage inactive leads and convert them into clients.

By following this step-by-step approach, real estate professionals can transform their CRM ponds into thriving pipelines for long-term success.