Lead generation for businesses has changed a lot over the years, and the real estate industry is no exception. In an increasingly digital world, how do you drive more quality leads for your real estate business? Read on for some handy tips for online lead generation you can use today.
Create a curated social media strategy
While your website has its place, you should create a social media strategy that generates leads to run alongside your website.
Create business pages on a variety of social media platforms. Obviously Facebook should be top of your list, but Instagram, Twitter, and even Pinterest, should also be up there.
A social strategy that sprawls a number of platforms ensures you cater to a variety of audiences. This maximizes the reach of your lead generation strategy. maximizing your reach.
Curate your social strategy for different platforms. For example, your Instagram should be full of photos of gorgeous houses and amazing views.
And your Pinterest should take advantage of its Repinnable feature by offering useful content such as interior decor ideas.
As well as being perfect for sharing content, social also lets you collate social proof such as buyer testimonials and reviews.
Purchasing a property is a big decision for buyers, and they’ll naturally seek social proof before committing to a realtor. A social business page lets happy clients easily and publicly review you, so be sure to request reviews after each deal you make.
Install chatbots for automated lead generation
Chatbots have come a long way. They’re becoming increasingly sophisticated, capable of order fulfillment, customer queries, and more, all in a personal, human style.
And chatbots are also great for generating leads online.
Installing a chatbot on your real estate website creates connections with potential buyers as they browse. It opens a dialogue for you to offer bookings, provide further information, and answer basic queries.
There are dozens of easy-to-use chatbot builders available, but the most popular among businesses is Facebook Messenger. You can communicate with buyers right on social, so clients don’t even need to visit your website.
As well as using chatbots for buyer queries and bookings, use it to gather data too. This helps you build and segment your social and email marketing lists.
Check out “How to Build a Chatbot: The Complete Guide for 2019” provided by Chris Makara.
Entice prospective buyers with lead magnets
For potential buyers, the prospect of a freebie in exchange for their email address is an enticing one. And for realtors, that prospect is just as attractive.
Enter lead magnets.
A lead magnet is a piece of downloadable content such as flipbook or ebook that prospective customers can receive in return for their contact details, usually an email address. They’re an easy and affordable way of generating leads.
There’s a variety of lead magnet formats that you can offer potential clients. A comprehensive guide on what first-time buyers should look out for in a property, for example. Or perhaps an analysis of up-and-coming areas for businesses looking to relocate.
The lead magnet you create will vary depending on your typical clientele.
Once you’ve decided on your content, use an affordable and straightforward creator like Designrr to quickly craft your lead magnet. Next, create a dedicated landing page for your lead magnet and create a paid social ad strategy driving customers to the page.
Lead magnets are affordable and easy to create. But above all, they’re highly effective at generating leads for your business.
Embrace live video for an immersive open house online
Live video is an increasingly popular content format for marketers. It’s unscripted, unfiltered, and virtually unlimited in its capacity for lead generation.
Embrace live video and take your open houses online by streaming them on Facebook Live.
There are dozens of potential buyers who don’t have the time to attend open houses in person. But by creating a virtual tour and sharing it on social, you can easily (and massively) increase your potential audience.
Conclude your video with a link to your website so viewers can easily book an appointment.
And once you’ve created the video, it’s yours to repurpose across your other marketing channels. You can include it in future email marketing campaigns. Or you can create a social video ad campaign and target it to people living locally to the open house.
Words only go so far in conveying the beauty of a house. Video gives potential buyers a real taste of a property, boosting your lead generation tenfold.
Implement a solid content marketing strategy
Content marketing is a popular and effective lead generation methods for any industry.
Creating useful or entertaining content spanning blogs, videos, infographics, and more is an effective means of hooking prospective buyers and leading them to your business.
As with your lead magnets, create content that your clients will benefit from. An analysis of real estate trends for example, or a list of recommended real estate lawyers.
Your content strategy should be regular and well-informed.
As a Realtor®, you know your clients inside and out. So you know the kind of thing that they’ll desire from, but it’s worth doing your research as well.
Use a research tool such as Scoop.it to identify trending topics around your real estate niche. Create content that appeals to those topics for a data-backed strategy that resonates with your prospective clients.
Lead generation online doesn’t need to be a headache. There are myriad ways to digitally drive sales for your real estate business. Follow the tips above and embrace everything that digital has to offer and see your leads soar.
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Patrick Foster is a writer and online commerce expert from Ecommerce Tips —a community ecommerce blog dedicated to sharing entrepreneurial insights from the business sector. Check out the latest news on Twitter @myecommercetips.