How Can an Online Sales Counselor Help Nurture Leads During the Home Buying Process?

In today’s real estate landscape, buyers are cautious, inventory is tight and lead volume is lower than it was during the pandemic. But while the housing market may have slowed, the need for a strong online sales counselor program has not.

In fact, it’s more important than ever.

Today’s buyers are deliberate. They’re doing more research before engaging and weighing every option carefully before making a move. That makes your Online Sales Counselor (OSC) the critical bridge between curiosity and conversion – the first real human interaction a prospect has with your brand.

From Fast Funnels to Focused Follow-Up

During the pandemic, it wasn’t unusual for OSCs to field dozens of inquiries a day, with many buyers ready to book appointments immediately. The challenge then was keeping up with the demand.

Now, the game has changed.

High interest rates, rising prices and economic uncertainty have cooled urgency, but not motivation. Those who inquire today tend to be more serious, more informed and more selective. That means OSCs need to be more strategic and more persistent.

According to an industry insider, it can take up to 12 touchpoints after registration – from emails and texts to calls and video – before a buyer takes meaningful action. Too often, OSCs give up too soon, frustrated by delayed responses. But the data is clear: patience and consistency win.

Nurturing the Long Game

Lead nurturing isn’t just about following up – it’s about creating trust over time. Today’s online sales counselors must be relationship builders, not just appointment setters. Home buyers might need weeks or even months of consistent, value-driven communication before they’re ready to take the next step.

In fact, recent data from AudienceTown shows the average new home buyer spends over 200 days researching and shopping before they ever fill out a lead form, call a sales office or walk into a model home.

That means by the time they connect with your team, they’re already deep in the consideration phase – and expect personalized, informed communication.

This extended timeline is reshaping the homebuying cycle as we know it. The sales process must adapt accordingly. OSCs need the tools, training and mindset to play the long game, and the support to keep following up even when leads go quiet.

Proven Lead-Nurturing Tools and Techniques

Email

Still a staple, email remains one of the most reliable ways to stay in touch, especially when it is personalized, timely and relevant.

Use one-to-one emails for relationship building, not just pushing promotions. And always follow up when a home buyer downloads a brochure or opens multiple emails.

Video Email

Adding a personal video message can increase engagement significantly. Tools like BombBomb make it easy to record, personalize and send video messages tailored to the buyer’s questions or interests.

Seeing a friendly face makes your brand more human, and more memorable!

Text Messaging

According to real estate industry benchmarks, texts have response rates up to 5x higher than email and are often read within minutes. If your lead form includes SMS opt-in, use it wisely.

Text is ideal for:

• Appointment confirmations
• Quick check-ins
• Sharing photos or community updates

But remember: Keep messages short, useful and respectful of the buyer’s preferences.

Phone Calls

A simple phone call is still one of the most underused tools in real estate sales. In a recent online homebuyer mystery shop, 36% of builders never picked up the phone to follow up – a missed opportunity.

A quick call lets you answer questions in real time, uncover objections and start building rapport that’s hard to replicate in writing.

Drip Campaigns

Automated nurture sequences can help keep your brand top of mind. But don’t rely on them alone. OSCs should always supplement these efforts with direct, personalized outreach that shows buyers they’re not just a name in a database.

Lead Revival is Smart Strategy

Today’s quieter market is a great time to revisit old leads. People who filled out forms last year may still be on the fence, and with rates stabilizing, they might be warming back up.

A short, friendly message like “Still exploring new homes? Let me know if anything has changed – happy to help!” can restart the conversation.

Best Practices for Online Sales Counselors in 2025

Respond in five minutes or less. Speed matters. A fast follow-up sets the tone for the relationship.

Use multiple follow-up methods. Don’t rely on a single channel. Use email, text, phone and video meet buyers where they are.

Stay persistent – but human. It takes an average of 12 touchpoints for action. Don’t give up early. Respect the buyer’s pace while remaining patient.

Document everything. Track responses, preferences and notes in your CRM. This helps tailor communication and support feature handoffs to onsite agents.

Nurture like it matters, because it does. Your OSC is often the first impression of your brand. Make it count.

OSCs Are the Frontline of Brand Experience

In a longer, more complex buying cycle, the role of the online sales counselor has never been more essential. These team members are not just appointment setters, they are relationship builders, brand storytellers and trusted guides through the early stages of the homebuying journey.

At Milesbrand, we help home builders, developers and master-planned communities craft not just stronger brands, but stronger experiences. From messaging frameworks to CRM strategy to brand training for sales teams, we’re here to help you deliver on every touchpoint.

Want to elevate your online sales experience? Contact Milesbrand to learn how we can support your OSC strategy and strengthen your lead nurturing approach.