Realtors who want to generate new leads have a tough time standing out in a crowd. Depending on where you live, there can be hundreds, if not thousands, of real estate agents all clamoring for new buyer and seller leads.
So how can you stand out in a big crowd, to make sure you’re finding well-qualified leads and not just a bunch of tire kickers?
Here are three real estate lead generation tips you can try:
1. Start a blog about your neighborhood or part of the city
Most people, when starting the home buying and selling process, head straight for Google to look for the city or neighborhood they’re moving to. You can win that search if you have a website with a lot of information about your particular area, as well as information on buying and selling houses.
Starting a blog is the best way to do this. Keep it updated with brand new information. Write posts about different businesses and restaurants in the area, information about the schools, and anything else prospective home buyers want to know. Include information on maintaining a house, doing little fixes that increase curb appeal, staging it for an open house, and other important things sellers need to know.
Become the authority on your neighborhood, and you’ll be the one people turn to when they’re finally ready to buy.
A good lead generation program focuses on “drip marketing,” where you’re making light touches with your prospects, rather than hitting them with a firehose of information. While most Realtors favor the firehose approach, a monthly email newsletter can provide bits of information the prospects can use (or not) at their leisure.
Link to old blog posts, include previews of new houses on the market and provide videos of the community. A good email service provider can even help you track the traffic and open rates of each of these items, to tell you what’s working, and what’s not.
If you wanted to get really fancy, you could even create different versions of the newsletter for different sub-groups of leads. Information about starter homes for younger buyers, bigger homes for growing families, and smaller homes for people who want to downsize. And rather than creating three different newsletters, you can just swap out stories for each sub-group, and have it all done automatically.
3. Use Facebook advertising
The great thing about Facebook advertising is that it lets you target your ad viewers in a way no other advertising can. You can specify people who live in a certain zip code or city, are of a certain age or have certain family status.
If you hear that a local company is moving its headquarters, or that a company is moving to your city—pay attention to your chamber of commerce news!—fire up some Facebook ads that appear to only the people in that city: “Moving to Memphis soon?” or “Need to sell your house in a hurry?” This way, you know the people who respond are more than browsers; they’re actually interested because they have a need right at that moment.
While Realtors build their business based on relationships, a good real estate lead generation program lets you start building those relationships before the first handshake, and continue it long after the buyers or sellers have gone home to “think about it.” And while they’re thinking, there’s no reason you can’t continue to help them, but on their terms and at their speed.
If you enjoyed this article, you may also want to check out The Definitive Guide to Email Marketing.