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What is external lead generation and how can it help your real estate business move forward?

external lead generation

Online lead generation is a combination of actions that ensures that the right, interested individuals find their way to your organisation’s online web page and consequently show their interest in your product or service by leaving their contact details. 

As a lead generator, Immowi specialises in generating real estate leads. Our aim is to completely relieve our customers active in the real estate sector of their lead generation worries. We do this by putting them in direct contact with interested potential buyers who want to invest in real estate, using specific tailor-made online solutions.

Quality leads are at the heart of an efficient and effective sale. And let the latter be exactly what real estate companies are best at: selling. A real estate lead is an interested contact and every contact can lead to a contract. If not today, then tomorrow. In this, follow-up is essential.

Quality leads

For Immowi, a quality lead is a potentially interested buyer who can be contacted in the first place and shows a short-, medium- or long-term buying signal for the real estate project or service in question. 

By setting up highly converting landing pages, we try to provide the project manager or sales person with quality leads. It is then the sales advisor’s job to start convincing the lead to buy or invest in the unit. The person does this by playing the right trump cards and then following up the contact properly. Consequently, once that contact is completed with a sale, a profit is made.

The following blog post takes a closer look at how to convert leads into an effective sale: https://immowi.com/nl/7-ways-to-increase-sales-and-convert-real-estate-leads/

On top of that, a quality lead is also a lead that can be contacted. A lead without an e-mail address or phone number, that’s no use to anyone. Potential buyers or investors leave their details on a unique landing page that is formatted to ensure quality.

Tips for setting up a contact form: https://immowi.com/nl/een-contactformulier-opstellen-doe-je-zo/

Advertising risk

Ten years ago your business was pioneering if it advertised online on Google, today you fall by the wayside if it only advertises on Google or Facebook. We live in a digital age and our lives are increasingly taking place online. Consequently, online channels have multiplied, which means it has also become pricier to be active on those different channels (more channels means more different costs). Competition is cut-throat and property organisations are finding it harder and harder to stand out online

If you really want to make a difference, online knowledge is definitely required.

Every project has its unique characteristics and those unique characteristics can also be linked to unique channels on which potential buyers are active. For example, consider a project with a target group of over-60s where there is absolutely no need to advertise on TikTok. 

The advantage of external lead generation, as Immowi does, is therefore that you do not have to conduct the search for the right channel. We do that for you, then match ads on the right channels. If no quality leads come in, you don’t have to pay the cost. 

Why work with an external party like Immowi for your lead generation? That’s simple. We bear the advertising risk and only let the client pay for the leads they actually use. Are the leads not what you imagined? Then we still share all the insights.

Volume of leads

External lead generation also significantly increases the volume of leads. More leads do not necessarily mean more sales, but they are the basis of a good sale. If there are interested profiles to work with, then there is something to work with. To put it simplistically, the more leads there are, the more potential sales. 

Of course, leads that do not lead to a sale are also not leads that mean nothing. If a lead does not lead to a sale, at the very least it does create extra brand awareness for your business and new people are getting to know your business. You create brand awareness from which you will reap the benefits later anyway. 

Even if the leads are integrated into the CRM system and followed up correctly, they can still mean a lot later on. After all, new leads are also new subscribers to newsletters. It is then up to the sales manager to trigger to invest.

Insight into leads

Good external lead generation also provides insight into leads. Good preparation is the basis for a good sales process. External lead generation also mainly saves you time. It is much more efficient to call 50 leads than to call 50 prospects. 


In an industry where there is a lot of competition, oversupply and everyone uses the same channels, like the real estate industry, quality real estate leads are imperative. External lead generation helps you start differentiating yourself as a company. It does so by having a presence on different channels. It simply allows everyone to focus on what they are good at. For example, Immowi is an expert in generating quality real estate leads and real estate agencies are specialists in completing sales.

How exactly do we at Immowi go about generating those quality real estate leads? We will be happy to explain it to you during a demo moment.

Would you like to receive our presentation with handy tips and tricks? Then download it here:

Immowi Assistance

There is often an invisible wall between marketing and sales. Companies invest in marketing campaigns to generate leads, but do not take the right actions to turn those leads into customers. To remedy this shortcoming, the strategic online lead generator Immowi is adding a new extension: Immowi Assistance. Until now, we delivered high quality leads thanks to online marketing, but with Immowi Assistance we significantly increase the chance of these leads actually becoming customers. Thanks to this approach, companies that do business with us know how to convert their leads and have a platform where the leads are offered on a silver platter, ready to be converted into valuable customers.
Extremely result-oriented
We could make it easy on ourselves and be happy with just bringing in high-quality leads. But it’s frustrating when your hard work doesn’t follow through. Immowi’s great strength has always been that we are very results-oriented. Many marketers have a reputation for selling hot air, because they can’t substantiate their returns. We did that right from the start, and that’s why we were able to grow from one to more than 10 full-time employees in a very short period of time.
With MyImmowi we just go one step further than what classic lead generators do. We go to the point where a lead becomes a valuable prospect. We help our customers convert their leads into customers.
Entrepreneurial mindset always in mind
MyImmowi builds the bridge between marketing and sales. We Make it as easy as possible for the client to contact the lead. You have to keep them warm. If you let a few days or even weeks pass between the moment a lead shows interest in your product and the moment you contact that lead, you will lose him. Then your success ratio will remain low. So, we try to immediately set an appointment in the diaries of our clients’ salespeople. You have to strike while the iron is hot.
Letting sales people do what they do best
Sales people like to sell, but they thoroughly hate administration. They keep track of their leads, their appointments and their deals in Excel, or even with pen and paper. They only keep track of their own prospects. Many companies do not have a sales pipeline. So, you risk sending a quotation to a customer after a successful meeting, but ultimately missing the customer because you forgot to follow up on the quotation. You’re almost done, but because of the lack of a decent digital process you miss out on a customer – and therefore also on turnover.
We pick the low-hanging fruit for our customers. We automate the entire process from lead to customer, and put it into one clear dashboard. This way, as a business manager, you can follow everything from A to Z. How many leads does a campaign produce? How many of those leads drop out along the way? How many become customers? What stage is each lead in? The personnel cost of sales people is very high in many companies. If sales people do not lose time calling leads and recording appointments – which we do – they can focus on what they are really good at. And that is still selling, closing deals.
Measuring ROI to the euro
We bring marketing and sales under one roof. That way, you can make your campaigns much more effective. Imagine that your campaigns for one brand on Facebook and on Google both generate 10 leads, but that 8 of those 10 Facebook leads become customers and only 2 of those 10 Google leads. If you’re purely marketing, you won’t get that information and so you’ll continue to put the same amount of effort into Facebook and Google.
If you also include the sales part and you do get that information, then you can turn the right buttons, redirect your budgets and generate much more turnover.