Clients are the heart of a real estate career, and lead generation keeps it alive and thriving. It’s a crucial aspect of marketing that describes the process of grabbing attention and converting candidates into clients interested in your products or services. In the real estate landscape, it translates to customers who want to rent, buy, or sell their property.
With the fierce competition in the market, moving forward with your plans is not as straightforward as it seems. That’s why beginners and established agents share the same goal of improving lead generation strategies to have a line of buyers and sellers knocking at their office doors.
With that in mind, are you still just shaking hands with prospects in the neighborhood, or have you embraced modern technology in your approach?
Key Categories for Generating Leads
Optimizing your strategy for customer conversion involves understanding the two pillars of a real estate lead generation system. It is divided into the following:
- Outbound Marketing – This is referred to as traditional marketing, which is characterized by using tactics like direct mail, telemarketing, email marketing, cold emailing, and event marketing to know your target audience. As the times migrate to a digital landscape, more and more find cold emailing as the most effective of the bunch.
- Inbound Marketing – On the other end of the spectrum is inbound marketing, which is the modern way of marketing that involves the promotion of content and incentives to attract clients. Strategies focus on content marketing, social media marketing, search engine optimization (SEO), and advertising.
As technology advances at breakneck speed, which of the two is the best path for generating leads in real estate?
Tip #1: Using Social Media to Increase Traffic and Awareness to Your Real Estate
As online tools dominate marketing in this age, social media is now a vital component of any modern marketer’s strategy. Different networking channels allow your business to establish connections with potential buyers and sellers.
The best part is that it fosters a better relationship as the approach tends to be more engaging, authentic, and personal when you leverage highly social platforms like Facebook, Instagram, LinkedIn, Twitter, and more.
Research also states that 47% of realtors found social media as the leading tech tool that produces the highest rate of leads. With that in mind, note that each networking channel caters to distinct audiences. Don’t forget to analyze each platform and play to your strengths!
Tip #2: Establish a Local Presence through Community
The secret to winning the race in real estate is trust, which is why marketers need to establish a reliable connection with clients beyond the screen. After all, buying or selling a property is a serious business that comes with costly consequences. That’s why building a positive reputation through the community will help encourage word-of-mouth marketing.
Tip #3: Focus on High-Quality Content and Local SEO to Increase Search Result Visibility
Since the dawn of marketing, quality content remains the king. In enhancing your website’s SEO, quality, and helpful content will always trump targeted keywords that lack relevance. Both components are necessary for improving your ranking, so don’t forget to boost your local SEO to increase your website’s visibility.
Why High-Quality Content?
Following the root of search queries leads you to understand the intent of your target audience. By analyzing their behavior, you can have a feel of their hot topics and most-asked questions. These two alone are enough to help you create relevant content that addresses the pain points of your prospects. One way of getting to know customer interest is to ask existing clients about their first-hand experiences, questions, and other concerns.
Why Local SEO?
Focusing on your website’s local SEO is a highly effective way of generating organic leads to your real estate business. The strategy includes doing the following:
- Creating Google My Business Profile
- Setting up on-page local SEO signals
- Starting to build links
- Getting listed in online directories
- Using structured data markups
- Managing online reviews
- Engaging with social media users
This is because 44% of real estate buyers use the internet to search for potential properties as the go-to choice in the buying process. Ranking high on search engines give your business a boost in foot traffic, which is why striking a balance between quality content and targeted keywords is vital.
Tip #4: Leveraging Positive Customer Feedback
Actions speak louder than words, which is why leveraging positive customer feedback to verify your claims is an excellent way of building your online reputation. You can pique user interest by using customer reviews and testimonials to gain their trust. After all, there’s no one more reliable than another interested buyer.
You can take this strategy up a notch by creating a dedicated review page on your website. It can include video testimonials and customer feedback. Sites like Zillow, Trulia, and Realtor.com are one of the most reliable sites for sharing helpful customer experiences as a component of your PR campaign.
Tip #5: Utilizing Video to Enhance the Engagement of Your Marketing Strategy
Videos are a powerful tool in marketing as it can evoke emotions in customers and influence their purchasing decisions. Seeing as videos create excitement and make it easier to engage viewers, it makes sense to invest incorporating video into your marketing strategy. You can integrate it by using the following:
- Client interviews
- Q&A live streams
- How-to and general information videos
- Agent profiles
- Yearly reviews
- Videos of local community events
- Real estate listings as for the highlight of your agency’s reel
The Best of Both Worlds in Lead Generation Strategies
Seeing from the tips above, you’ll notice how the key components use a mix between inbound and outbound marketing. With that in mind, it’s safe to say that a highly effective and persuasive lead generation system uses the strengths of each category to fill in the gaps and create a personalized real estate experience for your customers.
You can kickstart your leads in a variety of ways, most of which largely depends on your marketing activity.