Get the Tactics and Techniques No Estate Agent Should Do Without!
I used to sell swords on military bases.
Yes, people actually do that. When I say swords, I mean giant blades from movies like Lord of the Rings, Braveheart, and Game of Thrones. Held in a five-blade rack and gleaming under the lights, the display was quite impressive. My coworker and I looked like knights of Arthur’s table, ready to help passers by pull a sword from the stone. And we were ready to help. Because despite their outstanding appearance and plenty of blade lovers on base, the swords didn’t jump of the rack. We had to sell, sell, sell.
Our lead generation strategy was the oldest in the book: the cold approach. Like door to door salesmen in the past, we approached servicemen and women and hooked them into our display and hopefully, a sale. But we didn’t know if steel-eyed Marines, high-flying Airmen, or Navy Seals would be interested until we approached them and asked. It could be…ah…intimidating sometimes.
Fortunately, lead generation strategies have evolved and today we’re not talking how to sell swords – but real estate. These days, technology affords estate agents a diverse array of tactics and techniques for generating leads. Estate agency software provides an adaptive, dynamic, and resourceful interface for connecting estate agents with applicants, vendors, and coordinating sales with premier instructions. Now you can get a 360-degree view of leads with detailed information, cloud integration for easy file sharing and access, an easy interface, plus sales and marketing automation capabilities.
But even such robust features, the eternal question remains: where are the leads? Let me show you. Read on to discover 5 winning online lead generation strategies that use your real estate CRM to maximize not only lead generation, but lead conversions and sales.
Time to sharpen the blade for lead generation. En guard!
#1 Create Valuable Content
To attract the best leads, you’ll need to provide highly valuable content about your properties and the surrounding areas. By doing so you’ll appear as an authority in your market and earn visits from those seeking quality information. The best place to do this is on your website, the hub of your marketing efforts.
As we see above, Anita Clark of Warner Robins makes her website a fact-filled resource for visitors. Providing ideas and painting a picture of daily life goes a long way to attracting and converting new leads to homebuyers. Once visitors have landed and perused your site, signed up for your newsletter, your real estate CRM will then automate your drip marketing efforts to reach them once they’ve visited.
But what constitutes valuable content for your website? Just ask your clients.
Pull questions from applicants and previous clients about questions they’ve had surrounding buying or selling a home. Then answer these questions in blog posts on your site. For example, “What’s traffic like in this neighborhood?” or “How many and what types of schools are available nearby?”
Get local when talking about features and amenities in the areas of your properties. Put yourself in buyer’s shoes: what would I want to know if I was going to purchase here? By answering specific pain-related topics, you’ll stay relevant with consumers and receive more site visitors and lead inquiries. Your SEO page ranking will also increase, and thus your web visibility.
Besides the blog, what other types of content show value for site visitors?
- Case studies: As we know, estate sales is a ‘show me, don’t tell me’ business. Before you bring leads to a property, you can use case studies to boldly illustrate the benefits waiting for those considering a purchase. First, tell an engaging story that centers around difficulties facing a buyer or seller. Then talk about how your provided solution to the challenge resulted in a successful purchase and a happy ending for everyone.
- Customer testimonials: People love to hear word of mouth and are very much influenced by the experiences of others. In consumer psychology, this is known as social proof. To take advantage of visitor’s willingness to trust former buyer’s, place testimonials throughout your website, such as footers of web pages and content such as blog posts, and case studies – even social media posts. Focus upon delivering value-laden feedback for best effect.
#2 Use Social Media
Real estate is about building relationships and social media is the greatest tool available for starting new relationships. Younger buyers spend heaps of time on social, so if you’re not already online, you’re quickly falling behind. Facebook is a great way to enhance your web presence organically with regular postings – plus – you can utilize paid ads to generate leads.
The targeting range with Facebook ads is outstanding, allowing you to promote new listings, open houses, and provide glowing testimonials of past sales. You can create a customer audience across a huge range of demographics to target existing leads in your database. Or simply boost your post to locate new leads in your market.
As we can see above, Knight Frank of London showcases a new flat while providing plenty of charming photos and contact details. An effective lead generation tool, running ads based on user demographics can hugely increase the amount of qualified traffic to such a listing.
Want a marketing hack? Set up individual landing pages from each ad you post. Why? Every time someone engages with the ad they’ll arrive at a listing-specific page connected to your website. Here, treat them to a more in-depth showing. Use this opportunity to subscribe them to your email list and to engage them with future automated marketing messages via your estate agency software.
Once they’ve visited your website, visitors are primed for remarketing, or retargeting. Google Adwords and Facebook both provide retargeting which allow you to re engage visitors who’ve shown interest in properties as they search the web or browse Facebook.
And what’s new in social media?
“Instagram is going to be super meaningful in real estate. But the game to convert on Instagram is radically different from Facebook and takes a lot more moves.” — Tom Ferry, Ferry Ventures
With all the advertising capabilities of Facebook on a more visually oriented platform that offers video options as well, real estate agents are waking up to the reality that Instagram’s 400 million active daily users are engaged and ready to find what they need. Simply adding a link in your Profile Bio up top and directing users to it can net you fresh leads.
#3 Optimize with Lead Capture Forms
A huge part of lead generation today is actually lead nurturing. And capturing leads is the first step in lead nurturing. To effect this, lead capture form on your website and landing pages should be direct and easy to use. As we see above, a good lead capture is basic but prompts visitors to provide a few details which can be used later to refine their search. Not everyone who visits your site will share their email right away, but after browsing site listings, reading blog articles, and repeating this process a couple times, most interested applicants will.
The real estate CRM is the irreplaceable tool for parsing prospects that arrive to your website from the qualified leads. Once you’ve captured a prospect’s information with a landing page on your site – whether via paid ads or organic search – you can monitor their behaviors through your drip marketing campaigns.
For example, say a site visitors signs up for your newsletter. Your real estate CRM catalogues this prospect. Your estate agency software then sends this prospect a welcome email following signup – to show you care and prepare them for what’s to come. The visitor, whether through the newsletter or a fresh site visit, then proceeds to click through to view a couple of listings. An agent then makes a note of this website listing interest after receiving an automated email alert that the lead is active online.
What if the lead downloads a case study? The agent gets another email. The CRM keeps the monitoring agent up to date with all activity – remotely, and without effort. By monitoring lead activities as they move down the funnel, agents can see when’s the best time to jump in and manually nurture or connect with potential buyers. The CRM is a gateway to realize more and more opportunities. It also shows us the ideal time to meet these lead in person.
#4 Drip Emails
Yes, inbound marketing efforts are the long game. But are you resigned to churning through mounds of unqualified leads before finding sales qualified leads? Not at all.
You can accelerate your buying cycle and segment your email list by assisting leads find the right information at the right time. Use regular newsletters to connect with prospects and inform them about upcoming events, relevant real estate information, and local real estate information. Depending on existing data from leads after a lead capture, your estate software will deliver leads any number of emails (not too many!) that they’ll be interested in. Prospects that don’t engage with emails are not going to convert soon. But those who download case studies, click through your “Hottest Listings,” or read about mortgage rates are ready and willing to receive more nurturing content.
Don’t just rely on automatic response emails to follow up with leads. Your customers will really appreciate a personal email from you every once in awhile, which will develop stronger relationships. Demonstrate patience and interest and follow up with the needs of each customer. — Vinny La Barbera, Real Estate Marketing Blog
Segment these leads as qualified and target them with bottom-funnel content. With your estate software, drip messaging is all automated, the responses and click-through rates monitored, and lead personalities developed without lifting a finger.
When leads have traversed the funnel towards the bottom, you can auto-assign leads to agents for follow-up and personal attention.
#5 Real Estate Portals
Most real estate portals will have their own lead generation and advertising program for estate agents. As a paid option, these are more costly options than social media ads or drip marketing, but nonetheless reach a very wide audience of very engaged consumers.
To make lead generation easy, RealSpace syndicates with these portals, including Zillow, Trulia, Rightmove, Zoopla, Wall St Journal, Mansion Global, Juwai, JustProperty and many more. When your real estate software integrates with these platforms, your lead generation efforts become more targeted and your web presence catches a boost from being associated with such widely trusted entities.
The Final Cut
Sometimes lead generation feels like trying to pull a sword from a stone. But with an estate agency software solution, you needn’t be a king to rule your lead generation efforts. After all, your real estate CRM unites your online marketing presence, automates the inbound processes, gathers key datasets for leads, and frees your agents up to simply sell. With so much time free to follow up with qualified leads, expect your estate agents to close more deals, more often.
As we discussed today, the core element of your online lead generation efforts is surpassing content. With valuable resources at hand, your social media presence can flourish as visitors return to your website, share their email address, and become part of e automated drip campaigns. With optimized lead capture forms and individual landing page established, your estate agency software will effectively manage your inbound marketing. Lastly, paid campaigns on property portal sync up with your RealSpace platform. Now you’re ready to take up the sword and make sales.
And for a final resource – check out this great listicle on real estate lead generation ideas