Discover effective lead generation strategies for real estate businesses. Learn how to attract qualified prospects, leverage digital marketing tools, and optimize your online presence to maximize lead conversion.
A recent study found that about 37.1% of professionals struggle to generate quality leads.
That’s scary, considering that repeat business seldom happens in the real estate business. This makes generating fresh, quality leads critical for success.
But how do you generate quality home buyer leads for your real estate business?
Not to worry, there are reliable strategies available that can help you attract potential home buyers in the U.S. In this article, we will explore these strategies and provide you with valuable insights to stand out in this highly competitive industry.
Why Real Estate Lead Generation?
Lead generation needs to be on the front burner if you are serious about growing your real estate business in the United States. It’s an integral part of every successful real estate marketing strategy.
And here are the reasons:
Building relationships with potential home buyers
Generating leads is a key aspect of building relationships with individuals interested in buying or selling real estate. Think of it as gaining access to a treasure chest filled with potential clients, all eagerly seeking your expertise and guidance.
With the right approach, you can cultivate these leads, foster loyalty among them, and turn them into paying customers, in the long run. With luck, you may even transform them into repeat buyers.
Gaining valuable U.S market insight
The real estate market is fierce, with “over 3 million active real estate licensees in the United States,” according to the National Association of Realtors. To beat the competition, you need insight into home buyers’ behaviors, and you can get that by gaining quality leads.
However, by engaging with potential clients, you’ll be able to understand their needs, preferences, and challenges. The insight helps you gain a better understanding of industry trends and dynamics, which is fundamental to tailoring offerings or developing marketing strategies that work.
Naturally, you also gain an edge over your competitors.
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How Real Estate Businesses Can Generate More Leads
Your real estate business can generate more leads by actioning the advanced strategies here. Our advanced lead acquisition strategies can help you up your games and level the playing ground.
Identify your target audience
Identifying your target market is the first step to generating real estate leads.
Without understanding an audience, a marketing campaign is likely doomed from the start—especially in real estate sales, where connecting with suitable buyers can make or break an outcome.
You can start by carefully reviewing listings and seller information to gain insight into which features are more appealing to specific buyer groups. For instance, those purchasing their first home and older adults seeking retirement will have different preferences.
Recommended Action: Use Google Analytics or social media listening tools like BuzzSumo to analyze your audience’s demographics and wants for targeted lead generation.
Set up Omnichannel Presence
Real estate is one of the most challenging things to market.
So generating a steady stream of leads requires a comprehensive approach. And nothing does this better than an omnichannel marketing tactic. You can think about email, social media, your website, and more as channels that make up an omnichannel marketing strategy.
The aim is to open up additional touchpoints, making it more effortless for people to experience your brand on their preferred platforms or channels. The strategy requires you to go above and beyond with a personalized and flawless experience across all touchpoints of their business offerings.
Recommended Action: Join and be active on all the social media channels your prospect uses. Leverage SEO, emails, content and PPC to boost your visibility and reach. Also, list your business on all relevant business directories like Yelp to target local and ‘near me’ searchers.
Engage buyers on social media
Over 4.2 billion people use social media, more than 50% of the world’s population.
So, this channel offers you an opportunity to reach more prospects and generate qualified real estate leads, even beyond the United States.
Platforms such as Facebook, Instagram, Twitter, and LinkedIn offer an expansive reach that allows you to showcase your listings. But more than that, your social media channels are an opportunity to engage directly with potential buyers.
So share valuable content and plan to respond to people’s inquiries or concerns on social media. You can also create visually appealing posts that draw viewers in and help build trust in your brand.
While you’re at it, you’ll need a social media management tool like Sendible.
With this tool in hand, you’ll be able to take control of your social presence with ease. From scheduling content weeks to tracking engagement metrics, it’ll enable you to make informed decisions.
Recommended Action: Read our Sendible Review to see how we use this tool to grow our audience and manage social media as a pro.
Run email marketing campaigns
Email marketing is a great way to stay top-of-mind with prospects. It helps guide them towards making a purchase and ensures that your messages don’t end up being overlooked.
Research by HubSpot found that email marketing has an astounding average return on investment (ROI) of 3,800%. It means you could earn up to $38 for every dollar you invest in email marketing.
And here are some tips to elevate your email game and ensure your efforts drive real results:
- Prioritize brevity when sending emails. Try keeping your emails short and sweet – less than 100 words if possible.
- Use clear language free of technical jargon to avoid confusing your recipients. Keep it straightforward without being too casual in tone.
- Personalize your message as much as possible to make emails more relatable.
- Use a strong call-to-action to urge subscribers to take the desired action, like visiting a landing page, adding to the cart or filling out survey forms etc
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Optimize for local searches
When potential clients are searching for agents to guide them in their property hunt, it’s crucial that your website ranks high on Google—right where they can find it. You can do this through local SEO.
A well-executed local SEO campaign helps your website rank when potential clients search for your target keywords. You can target prospective home buyers by using relevant keywords. Begin by checking out our recent article on real estate keyword research strategies to learn how to find the right keywords.
Also, use this small business SEO audit checklist to optimize your content to outrank the competition.
We also recommend our Surfer SEO review article to learn how to use AI to optimize content to rank on the Google front page. We shared the exact ways we use this tool to beat our competition.
Recommended Action: Read all the recommended resources to learn how to beat your competition.
Build strategic partnerships
Wouldn’t it be great if other real estate professionals in your vicinity referred clients to your services? This is what building strategic partnerships feels like. It allows you to broaden your audience’s reach and capture qualified leads in the process.
Take a mortgage lender partnership, for instance; it affords an excellent opportunity to expose yourself to home buyers from their clientele roster while also positioning yourself as a referral option for them.
Here are some tips for building strategic partnerships:
Identify potential partners
Identify possible partners that can help take your business to the next level. Connect with mortgage lenders, home builders, home inspectors or real estate attorneys.
Reach out to potential partners
Once you’ve made these connections, reach out and introduce yourself. Explain how your business operates and how a partnership can benefit the two of you.
The key to a successful partnership is building relationships. Get to know your partners and their businesses. Share ideas and collaborate on marketing and other initiatives.
Be prepared to give and take
A successful partnership is a two-way street. Be prepared for some give and take; offer up assistance while graciously accepting help and leads.
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Retarget those who didn’t convert
When it comes to establishing loyalty from those who have visited but have not yet converted, retargeting is unbeatable for staying top of mind and building trust.
Retargeting is an online advertising technique that enables you to reach out again to people who have checked out your website before. By doing so, it’s possible for them to stay aware of what you offer and possibly persuade them into taking action, such as asking more about properties or arranging an inspection.
There are several options available for retargeting website visitors, but here are our top two favorites:
Use Retargeting Pixels
Retargeting Pixels are small bits of code added onto websites which grant access for cookies to be attached to users’ browsers when they visit your website. This lets those ads be shown to them elsewhere as they browse later on.
Create a retargeting list
This is a list consisting of individuals who have previously visited your site. You can use Google Analytics or other types of analytics software to generate a retargeting list.
Leverage Retargeting emails
You can retarget real estate prospects with emails. It’s one of the most effective yet affordable retargeting options. With carefully crafted retargeting campaigns, you can nudge them towards taking the next step in their customer journey.
Recommended Action: Use Hotjar to uncover conversion frictions to learn the best way to retarget lost customers.
Real Estate Leads Gen Strategies: Now, What Next?
Now that you’ve gotten a few hundred (or thousand) coveted leads, the next challenge is converting them into loyal clients who will bring repeat business for years to come. In this section, we will take you through proven steps to follow and tools to use to increase your conversion rates substantially.
Step 1: Follow up promptly
Don’t procrastinate on following up with leads. Your best bet is to act quickly and efficiently, whether that means shooting off an email or picking up the phone for a brief chat.
Step 2: Be responsive to leads’ inquiries
When leads contact you with questions or an interest in your business, a prompt and professional response is a must. This demonstrates that you value their time and are committed to providing excellent service.
You can streamline your customer relations with a CRM tool like Customer.ai. It is a customer relationship intelligence tool that helps businesses engage with customers in a more personalized and relevant way, with the aim of increasing customer satisfaction and loyalty.
Step 3: Offer value
The key to attracting new business is providing value beyond the typical sales push. To build trust and establish credibility, consider offering valuable resources such as educational blog posts or articles.
Additionally, offering free consultations can also demonstrate your commitment to helping clients achieve their goals. This could be the push that makes them set up an appointment with you.
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How do you generate rental leads?
For even more ways to generate letting leads, here are a few more ideas:
- Run ads: You can run ads on search engines, social media, and other websites. This is a great way to reach a large audience of potential clients.
- Network: Attend industry events, join relevant associations, and connect with other real estate professionals. This is a great way to meet potential clients and partners.
- Get referrals: Ask your current clients for referrals. This is a great way to generate leads from people who have already had a positive experience with you.
How can I generate real estate seller leads quickly?
If you’re looking for a quick fix for generating real estate seller leads, you can start by leveraging your existing network. You can do this by calling up friends, family, and past clients and inquiring about potential sellers or referrals.
How can I use LinkedIn to generate real estate leads?
Start by sprucing up your profile with keywords that reflect your expertise and uploading a professional headshot. Next, join real estate groups and participate in conversations to further establish yourself as an authority.
Don’t be shy about reaching out to potential leads, like investors or home buyers. Sending them personalized messages can spark conversations and lead to fruitful outcomes.
What is the best real estate lead generator out there?
There is no one “best” real estate lead generator. The best lead generator for you will depend on your specific needs and budget. However, some of the most popular real estate lead generators include:
- Realogy Lead Generation
How do I generate real estate leads through social media?
Social media is a great way to connect with potential clients and generate real estate leads. But to make it work, you need to put in the work. For instance, make sure you have a presence on Facebook, Twitter, and LinkedIn.
Next, share helpful content on all these platforms. This could include blog posts, articles, or even videos. To reach an even wider audience, you could run ads on the three social media platforms. And when interest starts to build, do well to respond to comments and questions and participate in discussions.