People don’t buy or sell a house overnight. Step by step, they go through what is known as a ‘customer journey’. Unfortunately, real estate agencies have limited control over the behaviour of potential customers during this process. Especially online. This makes it difficult to bring in leads. In this article, I will give you 8 ways that will help your real estate company to attract real estate leads very effectively.
What is a real estate lead?
A real estate lead is someone who shows real interest in your real estate business. There are many types of real estate leads, from those that have been informed through traditional marketing (e.g. mailers, advertising) to traffic that comes directly from your real estate website or blog or an appointment request for a value assessment of their home they want to sell.
The most effective real estate leads appear on the radar when potential customers have just entered their customer journey and you want them as soon as possible after they start looking for a realtor.
If you’ve not yet read our free ebook The Ultimate Guide To Real Estate Lead Generation, I invite you to do so now! It will give you all the information you need about different real estate lead generations strategies.
Inbound marketing means real estate leads come to you. They are actively searching for real estate information, obviously they have an interest in buying or selling real estate, and are therefore receptive to real estate businesses that offer them free valuable real estate information.
But getting leads online to come to you is not easy. Your visitors are anonymous, you don’t know their needs and interacting with them is also a challenge. Fortunately, inbound marketing gives estate agents enough leverage to still look for quality leads. How? By first focusing on offering valuable content. And then sharing it intelligently.
People want real estate information that is relevant to their real estate wants, needs and questions. By offering a real estate newsletter you position yourself as the real estate expert in your town or city.
Do it right from day 1! Provide real real estate tips and advice for people who are just entering their customer journey, potential customers who have just had their real estate dreams triggered and are just looking for real estate information to connect. Offer real real estate advice in your newsletter, not an advertisement of your real estate company!
By subscribing to a real estate newsletter on a regular basis, people build trust with the realtor that offers it. This is the first step to getting high quality real estate leads.
A blog will help you build a reputation for being an expert in real estate matters.
The next step is then to offer your audience helpful or interesting real estate information directly related to them. What properties would they want to buy? What questions are they asking about selling their home ? Write about these topics and publish it on your blog. And work hard at making the blog attractive! That way you’ll be able to get people interest. The same applies here: be sparing with commercial texts and focus on content that your audience finds genuinely interesting.
In this digital age, videos have become one of the most effective ways to attract people’s attention.
Will real estate leads find your real estate videos helpful? Let’s say someone is looking for real estate information to sell their home, but but has no idea of the administration behind it. They will be attracted by info that helps them in this process. If you don’t want your real estate leads to drop off, try making a real estate video of you explaining the ways in which you can relieve a seller of his administrative burden.
4. Social Media
Many estate agents are great at offline marketing. Social media usage, on the other hand, could often be better. A missed opportunity. Because channels like Facebook, Instagram or LinkedIn are very useful in real estate marketing. But only if you use them correctly.
For real estate leads, social media are a great opportunity to build trust with your audience and get real real estate information directly from the source: real estate experts like yourself! For example, you can offer real estate tips on Facebook or Instagram using videos or branded communication.
LinkedIn is the ideal place to meet not only your colleagues, but also real estate investors, entrepreneurs and individuals. Share your blog articles, online magazine and other relevant information here. Above all, do this consistently. Because that way you show that your office is constantly involved in real estate and you radiate the expertise that potential leads are looking for.
5. Paid Advertising
There is an oversupply on the real estate market. With many players on the market. And it is certainly not always easy to stand out from the crowd. Paid advertisements can certainly help here. But only when it is done in the right way. Otherwise, it is simply throwing money down the drain.
We, at Immowi, completely remove the risk for the customer by working with fixed cost per lead prices, or rather CPLs.
Depending on the type of property, the average starting price and the volume of purchase. More information can be found in the following link.
6. Real estate portals or property portals
Real estate portals such as Zoopla, Immoweb, Zimmo, Funda, PropertyPortal, Immowelt, Kasaz, Subito or Kyero attract a lot of visitors. Together they are a goldmine full of valuable real estate leads for your office. Only there is one big problem here. You’re not alone here. The more properties you have and the more you’re willing to pay monthly, the higher your office’s visibility with an audience genuinely interested in real estate. Do not forget to evaluate the results at the end of the year. Which portals provide the most leads? More importantly, which channels are producing the most sales/leases relative to the cost?
7. Offline Marketing
Only a minority of real estate leads online start their customer journey through social media channels only. That’s why offline marketing still plays an important role. When listing a property for sale, send postcards to every house on the street where it stands and make use of nice clear street advertisements. Studies conducted by Immowi have shown that the average property buyer lives within a 4.8 km radius of a real estate project.
Your real estate office, and everything related to it, represents a brand; or as the marketing gurus say, a brand. Think of branding as the experience you try to give people with your brand. Very important to think about. If you want real estate leads to trust your agency as the right one for them, it’s important that they understand what makes your company a good fit.
The re-imagining of this brand story and focusing on all communications channels is an effective way to do so.
Think about your messaging and reflect it offline and online. Preferably down to the smallest details. In your house style, real estate offer, customer interaction, newsletter, blog, video, and so on. In the end, that is what will ensure that people know and understand who you are and what your office stands for.
Is it easy to attract valuable real estate leads? No, it is not. Competition is fierce and the behaviour of your potential customers is fickle. But that doesn’t mean you should sit still. Invest in the above tools and be consistent in using them. This will increase your chances of a constant flow of valuable leads in the long run.
Would you like more information about attracting leads? Contact us at firstname.lastname@example.org. We’ll be happy to help.