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7 Real Estate Lead Generation Tactics
Even professionals with the best sales techniques often falter when it comes to selling real estate. It takes a highly personal touch to make it in this business at every stage of the sales cycle.
Finding real estate leads presents its own set of challenges, and all the sales tips in the world can't help you close deals if you don't have good real estate lead sources. However, if you know which marketing channels to use, you can create a constant pipeline of fresh prospects.
To do that, you've got to implement a few tried-and-true strategies on how to generate leads in real estate.
Considerations for real estate lead generation
Finding the best real estate lead generation ideas is a challenging prospect, even for veteran real estate professionals, and before we jump into the seven strategies that can make you more effective at it, you need to keep a couple of things in mind about the business.
Real estate sales are different
Generating leads for real estate is a lot different than it is for other industries. You have to be a lot more focused on relationships, personal contact, and face-to-face meetings — unlike some businesses that can spend all their time online.
Efficiency is key
It's so easy to waste time on unproductive activities as a real estate agent. You need to balance online activities, phone calls, and physically visiting homes. It's vital that you look for ways to improve your efficiency in terms of how you generate leads, because your time is precious.
Our favorite strategies for acquiring real estate leads
There are a lot of ideas regarding the best way to get real estate leads, but these seven strategies are key to creating a comprehensive plan for getting leads for realtors.
1. Network, network, network
There’s simply no getting around it: If you’re in real estate, you have to network like crazy. Talk to neighbors, check in with the chamber of commerce to find out what events are going on, volunteer with local charities, send networking emails, or just pick up the phone and dial prospects.
And don’t forget to talk to the people you already know. You have built many years of trust with family and friends, so it’s OK to ask them first if anyone’s in the market for a home. They’ll want to deal with someone they already know and trust, which makes you perfect for the job.
How to put networking into action:
Networking is all about establishing that personal connection with a potential client. Here’s a couple ways to make sure you form relationships rather than simply meet people.
- Have a professional website: There's no bigger turnoff for a client than when they go to your website after meeting you and find a barebones webpage. Your real estate website serves as the face of your brand, so make it look professional.
- Be engaged in the community: It's not good enough to just go to conferences, where you're more likely to meet colleagues than buyers. You need to get out in the community by going to small business events, volunteering with local groups and organizations, and even going to career days at local schools.
2. Ask for referrals
Referrals are gold in real estate. Unlike when you’re cold calling and people don’t know who you are and may even be annoyed at being contacted, a referral gives you an immediate "in" with a prospect, which saves you a lot of time contacting cold leads and working them through the sales funnel. Be aggressive — but polite and respectful — when asking for referrals. Make it a habit to ask each client for one or two.
And when you do get a referral, do not forget to send a handwritten thank-you note to the person who referred you. This will build a positive relationship with an individual who may have more referrals to provide in the future.
How to put asking for referrals into action:
Referrals can be a bit tricky, but there’s a couple of things you can do right now to increase the rate at which you get them.
- Just ask: A lot of real estate salespeople hope that people will simply offer up a referral, but that's not how it works. Ask politely for a referral when you've made a sale, and more than likely your client will be glad to oblige.
- Offer incentives: It's OK to have a little quid pro quo when it comes to getting referrals. Offer your clients extras like a free video of the house they're trying to sell, for example, in exchange for a referral.
3. Come up with a process
Every salesperson should create and continually tweak a sales process to improve their efficiency. You should have a plan that lays out a strategy for when you should make cold calls, what your referral process is, and how you go out and find new leads.
To do that, it helps to first crunch the data you already have to create a customer profile. Where do you find them (social media, referrals, etc.)? What are their demographics? Are they more likely to subscribe to your newsletter? Answering these questions will help you determine how to create an efficient process.
Using this information, create a process that you can follow week-in and week-out, over and over again, and then evaluate it every couple weeks or so to determine if it needs to be tweaked to incorporate new strategies or eliminate activities that aren't bringing in value.
How to put coming up with a process into action:
A sales process may be the key to getting your business to the next level, so it’s wise to set aside a few hours to set one up.
- Start collecting data: If you aren’t already collecting data, you need to start. Keep track of every data point you can think of that might be useful, such as demographics of the buyer, home sale price, neighborhood, referral source, and so on.
- Usereal estate email marketing software: Create email templates with software that will allow you to conduct an automated drip campaign, so that you can reach out and contact warm leads without having to lift a finger.
4. Use social media
Yes, everyone says to use social media in marketing. But you can be forgiven for being frustrated by this medium. After all, not everyone has thousands of followers.
The power of social media for you as a real estate salesperson is your ability to share eye-popping features in homes on the market that people who like browsing for their dream home will share.
Social media is also a good way to find people to interact with in your market area. You could reply to people's posts with helpful information or point them to a home that could be of interest — just don't be too sales-y about it.
How to put using social media into action:
Social media can be a powerful tool, or it can be a waste of time, depending on how you use it. Here are a couple of ways to make sure you get something out of it.
- Choose your platforms wisely: Generally, you're going to want to focus on LinkedIn, Instagram, Twitter, and Facebook, but use the data you've been collecting to determine whether one or two of the platforms constitute the bulk of your referrals (and, if so, devote more time to those sites).
- Use advertising: Advertising can help you expand your reach. Use Facebook Ads, for example, to target potential customers with their "Custom Audiences" feature. After a while, evaluate how the campaign is performing, and then evaluate whether you should continue it or devote resources elsewhere.
5. Make videos
If you're like most real estate salespeople, you don't bother with video — but you should. Offering to create a video of a home is a great way to convince sellers to list with you. And videos do a great job of showcasing a home in a way that photographs can't.
But beyond showing off homes, you can create quick two-minute videos of:
- Home buying and selling tips
- How-to instructions
- Interviews with clients
- Question-and-answer sessions
- Favorite home features
How to put making videos into action:
Videos can be a powerful new sales tool, but it is admittedly a little intimidating for those who aren’t tech-savvy. Here are a few tips to make it a part of your sales process.
- Use a tripod: A tripod will keep your camera from shaking, which will make the video look more professional and the house more appealing.
- Buy good video equipment and lighting: Likewise, if you try to use your phone rather than a good camera and lighting equipment, the professionalism of the video takes a hit.
- Keep the videos short: No one wants to watch a 30-minute tour. Two or three minutes should be plenty of time to show off a house.
6. Create a content marketing campaign
Buyers use the internet to find the home they ultimately purchase a whopping 50% of the time, according to the National Association of Realtors. One of the first things people do when searching for a new home is to hit up a search engine. Wouldn’t it be great if your website was one of the first ones listed?
You can launch your own content marketing campaign to raise your profile in search engines and get more free traffic. You do this by producing quality, keyword-rich content that breaks down subjects of importance to your clients, such as a how-to on applying for a Federal Housing Administration loan or quick-and-dirty tips on listing a house.
How to put content marketing into action:
Content marketing can bring in a lot of organic traffic, and it could end up being a vital new pipeline of leads if you use it right.
- Localize your content: Try to localize the content you create to your geographic area, so you won’t be pulling in traffic that has no ability to do business with you. For example, "5 Steps to Applying for an FHA Loan in Green Bay, WI" has strong potential to rank well in Google in that particular location.
- Create other types of content: You can also create a newsletter or community magazine that could go out to locals, either in email form or via physical copies you could take with you to events.
7. Use CRM software
Customer relationship management (CRM) software can take your business to the next level. This software will help manage your leads in one place, allowing you to see where they stand in the sales cycle so you can send them the right message at the right time, which will improve the overall efficiency of your operation.
However, not all CRM software is created equal, so you need to look for real estate CRM software. You're in a different kind of business when it comes to sales because you are selling a huge, life-changing expenditure and not a can of soda. As a result, you need to look for software that offers three features in particular:
- A robust contacts tool
- Strong customer service
- Powerful email marketing
How to put CRM software into action:
CRM software is good for streamlining your processes and making you a more efficient real estate selling machine.
- Try out a few options first: Not every CRM software option will fit your business or style, so it’s important to give a few options a try before settling on one.
- Ask around: Chances are, your colleagues also use CRM software, so ask them which options appeal most to them, and why.
The best CRMs for real estate lead management
So which CRM should you pick? There are dozens of options to choose from, but remember that not all of them will be optimized for real estate professionals. Here are three options that we feel are best suited to those working in real estate.
1. Agile CRM
Unlike a lot of CRM platforms, Agile CRM actually has a real estate version that is designed for documenting appraisals and property listings, as well as automating administrative tasks.
Agile CRM provides a good top-down look at your current sales pipeline.
2. Salesforce CRM
Salesforce CRM also has functions designed to help real estate salespeople from start to finish. It allows you to easily upload leads and contacts, manage email campaigns, and work from anywhere using the mobile app.
You can see detailed client information with Salesforce’s contacts feature.
You can create "pipelines" for individual properties with Pipedrive, allowing you to monitor the client journey from open house to closing. You can also keep track of any messages you have with clients, and you can take audio notes with your phone as you move between properties.
You can visualize where you stand with your clients with Pipedrive’s dashboard.
It’s time to ask yourself the hard questions
When it comes to real estate leads for realtors, it’s all about having the right process. You may already have a process, but perhaps you find yourself scrambling around everywhere with barely a moment to think.
If so, it’s time to find set aside a few hours and ask yourself some questions. Am I approaching this the right way? Does my process need a complete overhaul? Do I have the necessary data to install the right process?
When you’ve answered these questions, you can begin to put in place a new system that incorporates these seven strategies and will have you on the way to a new pipeline of leads that will take you to the next level.
We Help Real Estate Agents Escape the Rat Race by Adding An Additional $150k Net To Their Back Pocket in 12 Months or Less Using Organic Marketing. Scroll Down & Learn More...
Scott Rose is a newly licensed agent based out of Warren, Michigan. Came inside of the program to leave his 9-5 because of capped earnings. Scott has since seen a 30x return on his ad spend.
State 1: Looking to quit his 9-5 because of stress and capped earnings.
State 2: 2 closed transaction and 4 additional leads under contract within 60 days.
Before joining the program, Scott was very skeptical about our claim and results, therefore he decided to do his research and speak to other agents already inside of the program but found no 'dirt'. Scott then decided to hop into the program despite the skepticism. However, Scott was impressed by the number of appointments he generated and he went on to pick up 4 leads under contract. As of today, he has another lead going under contract soon. He has also closed his first two deals using paid media. Scott achieved these tremendous results by only spending $588.77 on paid advertising. With the average price of a home in Michigan being $200,000, Scott is expected to achieve a 30x return on his ad spend within 60 days. He spent $1 to make back $30!
Market: Warren, Michigan
Result: 2 Closed Transaction & 4 Leads Under Contract in 60 Days
Agent: Scott Rose, Century 21 Town & Country
Where to Buy Real Estate Leads in 2021
If you work as a real estate salesperson, or have joined the National Association of Realtors and can legally call yourself a Realtor, you probably know just how important real estate marketing – and more specifically- real estate leads are for making an income that’ll keep you happy.
Regardless of whether you’re part of a team or work alone, real estate requires an entrepreneurial mindset to be successful. Having leads that you convert into clients that buy or sell with you is the most basic metric that separates the high-volume agents from those that are just barely getting by.
Generating real estate leads is easier said than done, and old school methods like direct mail and cold calling don’t really cut it anymore. Leads don’t grow on trees and people rarely appear out of the blue in your local market requesting your services, even during an open house. Lead generation requires a lot of time and effort, especially if you are just beginning to build a strong base of clients. And even if you are working with a lot of clients, having a pipeline of strong leads is important to keep your success rolling after your existing clients have completed their deals.
The problem you may have noticed with digital marketing and generating real estate leads is that it can take your attention away from the clients that are already working with you. Striking a balancing act between lead generation and servicing current clients is essential and something that even experienced real estate agents can struggle with.
Luckily, there are solutions to help you build a list of the best real estate leads that don’t require a ton of effort on your part. There are also a number of companies that’ll do the leg work of building lists of qualified real estate leads, which you can then buy and instantly fill your sales pipeline with. This gives you more time to dedicate to existing clients, which improves your overall service quality and helps ensure past clients will come to you in the future again as repeat customers.
So, where should you turn to buy real estate leads and how does this strategy fit in with other lead generation strategies? We’re going to help you build a plan to make sure you always have a strong base of client leads.
Why do you need real estate leads?
For your clients, finding a real estate agent is not like going to the store and buying a new pair of pants where you can see the various offerings all on the same rack. You have to go to clients, earn their trust, and then earn their business.
Leads are a great way to help get you through slow times. Many Realtors find that spring and summer are busy times, but that fall and winter can be unbearably slow. This is especially true if you live in colder climates. The good news is that if you have a pipeline of exclusive leads ready to go after current client’s needs are taken care of, then you can immediately move on to a new client and keep your schedule busy. In any real estate business, there will be peaks and valleys, but you can help smooth out those bumps with a good list of leads.
Leads can also act like a snowball rolling down a hill, and a client can act as a lucrative lead source of their own. For some realtors, up to 75% of their new clients are referrals from previous clients. If you look at every new lead as someone who may recommend you to their friends, family, or co-workers, then you can quickly see how one lead turns into several. Best of all, you don’t have to do any leg work to earn these new leads. All you have to do is simply deliver great service, and ensure that you’re the top Realtor your clients recommend to other people. Plus, don’t forget that the average person moves over 11 times in their lifetime. This means your best source of referrals may simply be repeat business as clients look to move to a new home.
How to generate real estate leads yourself
There are many proven methods for generating your own high-quality leads. These require varying amounts of time and effort on your part but can be very rewarding in the end. Trying several different lead generation methods is helpful to find what works for you, especially if you’re just starting out in your real estate career.
First, focus on building relationships. Arguably, the real estate industry relies more on relationships and connections than any other business. Look for other professionals in your sphere of influence who may be able to connect you with new leads who need your services. People like mortgage brokers, insurance advisors, financial advisors, and lawyers are all fantastic lead generation sources. Best of all, building relationships doesn’t have to cost money. Recommend your clients to these professionals to build trust and you will quickly see the referrals start to come back your way.
Advertising is another great way to generate leads. It can unfortunately also be one of the most expensive methods. Radio, television, newspapers, billboards, Facebook ads, and Google PPC ads are all great ways to get your name, your face, and your brand out to your community. When you do purchase advertising, however, be sure to consistently measure where your leads are coming from so you can focus your marketing strategy on what’s actually working so that you’re earning a positive return on your investment.
When looking for referrals from previous clients, be sure to offer some type of referral offer. This could be as simple as a gift card upon a successful closing, or it could be more involved, like weekend getaway trips for people who refer very valuable clients to you.
Having a real estate website is essential for being in business these days. Plus, it can be a very valuable way to bring in leads that won’t cost you a lot of money. Many services like Squarespace or Wix allow you to quickly build a professional website with little time or technical know-how involved.
There are countless ways to generate leads yourself, but most of them involve some amount of time commitment, and many require a monetary investment as well. That’s why coupling your own hard work and real estate lead generation strategies with paid leads is a great way to keep a full pipeline.
Check out our guide on How to Get a Real Estate License
What should you look for when buying real estate leads?
First and foremost, let’s make one thing very clear: not all lists of real estate leads are the same. Some generate leads that may be more relevant to your specific business, target audience, and/or location than others.
First, make sure the real estate leads are actually fitting for your niche if you have one. Some lead generation companies will generate leads that cater to Realtors who sell commercial properties, while others target buyer leads and/or first-time homebuyers. If the leads don’t fit in with your area of expertise, then you probably won’t have great conversion rates.
Location is also important as well when buying leads. Does the lead provider offer focused real estate leads that target your specific area? While you may be licensed to work throughout the state, chances are you have no interest in actually working with clients who are 50-100+ miles away from you.
Of course, pricing is always important to consider when buying real estate leads. Extremely low-cost services may be appealing at first, but you may find you end up spending too much time following up on leads that aren’t productive. Plus, many low-cost lead generation companies share lists of leads with multiple real estate professionals.
Real Geeks is a very popular lead generation service for Realtors that puts a lot of the power right into your own hands. With their tools, you can create professional online advertising campaigns and then follow up on leads quickly. With Real Geeks, you can also use their professional tools – like forms – to build a complete lead generation funnel that brings you qualified leads.
Once you have some leads, Real Geeks gives you the automated tools you need to follow up easily while the lead is still hot. Set up drip campaigns and/or text messages to nurture your leads, and then make the final conversion on leads that have entered your funnel.
One challenge that some new real estate agents may find with Real Geeks is the cost of using the platform. Customized lead generation funnels are not cheap, and the $550 initial monthly cost may prove to be too rich for some. Plus, in addition to the cost of using the platform, you must also budget for buying ads online that show up on search engines like Google and Bing. This can cost an additional $300 or more each month. Of course, this is still much more cost-effective than things like TV and radio advertising. In fact, closing a single real estate lead from Real Geeks every month should be more than enough to justify the cost of the platform. With more traditional advertising campaigns, you’ll probably need to close several leads per month to generate a positive return on your financial investment.
Bold Leads is another online marketing tool that uses ads to help funnel leads to websites and other platforms. Unlike Real Geeks, however, Bold Leads is less about self-directed advertising campaigns, and instead provides a lot more support and training for their tools. Of course, this does come with a slightly increased cost, with buyer and seller leads starting at $589 per month plus advertising costs.
One great feature about Bold Leads is the ability to target specific zip codes to get online leads that are truly relevant to the area you’re targeting. If you want to sell luxury homes, for example, you can target zip codes in wealthier areas of your city or region.
Like many other lead generation services, Bold Leads also offers continual marketing tools like drip email marketing, which keeps your name top of mind for potential clients who may not be ready to immediately sign on the dotted line but could be making a decision in the future.
Zillow is an incredibly popular online real estate platform where potential buyers can view real estate listings, build profiles of properties they like, and connect with professionals when they’re ready to take searching more seriously. This makes it a great tool for lead generation, and to help you connect with these leads, Zillow has the Zillow Premier Agent service.
The main feature of Zillow Premier Agent is having your name, photo, phone number, and a short bio posted as a recommended agent on the sidebar of listed properties. As people view listings, they will see you as Zillow’s top agent. This is a great platform because the people, simply by using it, have shown an interest in buying or selling in their area.
Those warmer leads, however, come at a higher cost in comparison with other platforms. Zillow charges anywhere from $20 to $60 per lead to appear as a recommended agent on a listing. If you expect hundreds of people to visit a listing and you want to be the top agent for them to see, well, be prepared for a hefty financial outlay. There’s also no guarantee of exclusivity or lead potential when paying this cost. What this means is that other agents may appear on the listing below you, and you can’t be sure if the people seeing you on the platform are serious buyers or just people who are casually checking out their neighbor’s listing.
The massive popularity of Zillow means that it’s a great place to get real estate leads, but you do need to be aware that not all leads are people who are looking to buy or sell right away.
As one of the most affordable lead generation services on this list, REDX is an attractive option for Realtors with limited budgets. It’s important to be aware of the benefits and limitations of REDX before making a decision, however.
Unlike some tools that cast a wide net, REDX is much more focused with lead generation by targeting for sale by owner listings (FSBO), for rent by owner homes, foreclosures, and expired listings. These are not always easy demographics to break into, and generally, are more suited to an agent who wants to dedicate the time to become an expert in these areas.
With prices starting at just $39.99 per month, REDX is much more affordable than other services, and even with limited lead potential, may be worth the cost. There is also no additional advertising cost on top of the lead generation tool, as REDX finds leads through data mining rather than advertising.
Using their CRM tool, Vortex, you can tackle lead management much like you would on other platforms, as well as follow up with leads regularly so that your name stays top of mind. While the potential of REDX is somewhat limited simply due to the niche markets it targets, the cost of the leads makes it an expense that’s easy to justify as you grow your real estate business.
Market Leader is a full-service lead generation company that takes a lot of the work out of your hands. While there is an initial setup cost and ongoing monthly fee, you get a lot of bang for our buck since Market Leader creates a customized landing page, CRM platform, and online ads for you. Each lead has an individual cost, but Market Leader does back up their leads with a 48-hour guarantee and will refund the cost of fake leads. What this means is that you can feel confident in the leads they generate for you.
Perhaps the best feature of Market Leader, and what sets them apart from other lead generation companies, is their exclusivity agreement. They only sell each lead once. This means your profile won’t be recommended next to other profiles, and you won’t call a lead only to find another Realtor beat you to them.
When using Market Leader, you can also set a specific zip code that you want to target, as well as the number of leads per month that you’re willing to pay for. This can help you budget your costs ahead of time, and grow your marketing efforts as your budget grows with your business.
BoomTown is one of the more costly platforms on this list, starting at $750 per month before you even factor in an ad budget. This cost does deliver you some very unique features, however, including what is perhaps the most advanced real estate CRM available which leverages data like social media behaviors.
At its core, BoomTown uses social media and online advertising much like other platforms. The user-friendly advanced CRM platform gives you the ability to follow up on leads and create customized marketing campaigns for people who have submitted lead information through ads placed online.
One major downside of BoomTown, especially when considering the cost, is the lack of exclusivity for leads. A lead generated for you may have also been funneled into another real estate agent’s platform, which essentially makes it a race to see who can contact the lead first. The lack of low-cost options also puts BoomTown out of reach for new agents and agents who simply want to keep their budget in check.
Ways to Generate Real Estate Buyer Leads
In this article:
Leads, contacts, prospects — whatever your terminology may be, real estate buyer leads are the foundation of your business. You can generate real estate buyer leads through a paid online service, like social advertising, or through offline means such as referrals and campaigns. Bret Calltharp, a noted expert who trains real estate agents, recommends using three to four methods of lead generation to maximize your reach. No matter the approach, obtaining real estate buyer leads is crucial to consistently making sales. This guide covers both traditional and cutting-edge methods for solving the industry’s biggest question — how to find buyers for real estate.
How to find buyers for real estate with paid advertising
Paid advertising connects you with a larger demographic, ensuring lots of eyes on you and your product. When creating a paid ad, be sure to link back to your IDX website or landing page to capture leads. Here are five paid advertising strategies to generate real estate buyer leads:
1. Create targeted social media ad campaigns
Social media networks allow you to pay for engagements and boost ads for greater visibility. When creating a post or sharing on social, it’s important to maintain a consistent voice across all networks. Make sure all shared content is engaging and relevant to buyers in your market.
With over 2 billion monthly active users, Facebook is the best social platform to connect to a large demographic and link traffic back to your website. Facebook tracks people’s interests, which means you can target people interested in buying a home. Launch a Facebook ad using a keyword or category like “real estate” or target a narrow group with a phrase like “buy a home in Seattle.”
Twitter offers a pay-for-engagement platform. Successful promoted tweets could include market updates, listing features or a link to a blog post.
2. Promote listings with Google Ads
Bid on long-tail keywords (phrases of three or more words) that are relevant and specific to your market. For example, if you’re marketing homes in Seattle, bid on keyword phrases that include the location or type of home, such as:
- Buy homes in Seattle
- Buy houses near me
- Buy luxury home in Seattle
- How to buy a home in Seattle
Because long-tail keywords are more specific than single keywords, they have a higher conversion value. In other words, bidding on specific queries like those bulleted above will help you target a qualified buyer. These keywords can be pretty expensive when you’re bidding against larger companies. One way around that is to bid on keywords that feature smaller neighborhood locations, like “buy houses in Greenwood” or “buy a home in Beacon Hill.”
3. Purchase an IDX lead-generating website
An IDX website generates real estate buyer leads by allowing shoppers to search for homes. The IDX (or Internet Data Exchange) taps into MLS listings, providing accurate information.
4. Build landing pages to capture real estate buyer leads
With less distraction than an IDX website, a landing page is a simple solution to capture real estate buyer leads. Landing pages let you host digital listing flyers with contact information. That means that finding buyers for real estate will be easier — because they’ll find you! Landing pages can be customized with your own URL (purchased through your website provider) and can be shared through social media ads to drive traffic.
5. Become a Zillow Premier Agent
Becoming a Zillow Premier Agent is a great option for anyone who’s serious about increasing their contacts and growing their local real estate business. You’ll be able to purchase an affordable share of voice in your market. In addition, the service offers live connections — allowing agents to connect with home shoppers when it’s convenient for both parties. That means less cold-calling and more sales.
How to find real estate buyers with non-paid advertising
You don’t have to spend a lot of money to generate real estate buyer leads. Here are some proven methods for real estate buyer lead generation that don’t cost anything more than your time:
1. Find buyers for real estate within your network
An agent’s network, or sphere of influence, consists of online and offline connections. Agents will often expand their networks outside of their target area so they can pass buyer leads to other real estate agents in that location. This creates a flow of free real estate buyer leads. Consider expanding your network with these tactics:
- Join a professional group (consider service clubs, the local chamber of commerce or other networking associations).
- Connect with other agents online.
- Build an agent partnership.
2. Be a referral for real estate leads
Referrals are free real estate buyer leads that are passed to you by others. Referrals often come from previous clients, which is why it’s so important to stay in touch with buyers after they’ve purchased their homes. Here are a few fresh ideas to keep referrals flowing in:
Present mini-CMAs or market updates. Keep clients informed about their house value and the state of their housing market by updating them a few times each year.
Give a housewarming gift. Consider waiting a month or so and bringing a gift directly to your buyer’s home. A special door knocker for the front door or a framed drawing of their home are gifts that will last for years and bring your name to mind when they’re discussing real estate with potential referrals.
Socialize with local small businesses. Take a walk to some local businesses, make a purchase, introduce yourself — and then see if you can leave a stack of your business cards. Doing this regularly will make an impression on business owners, and they’ll come to see you as part of the community.
3. Use niche marketing to target real estate leads
Niche marketing targets specific types of buyers. Consider first-time buyers, military or veteran buyers, buyers looking for a home on a golf course or any other groups of buyers who share an occupation or interest. Figure out what’s most important to your target buyer and become an expert on that topic. This will help you tailor your messaging to the right group.
4. Geo-farm your real estate buyer leads
Geographical farming (or geo-farming) is an effective strategy for real estate buyer lead generation. This approach works well for small areas like subdivisions but can also be effective for larger residential neighborhoods. These geo-farming tactics are smart ways to find real estate buyer leads:
Direct mail. Send market reports, “just listed” or “just sold” notices, newsletters, postcards, flyers or even personalized or handwritten notes.
Door hangers. Announce an open house or a recent sale in the neighborhood, or promote a seasonal deal.
Local events. Host a seminar for first-time home buyers or plan an event for buyers in your area. You can collect information from the attendees and follow up after the event.
Local print ads. Promote current listings or open houses while distributing your contact info.
5. Cold-call your buyer leads
Few things can get real estate agents debating more passionately than a discussion about cold-calling for real estate buyer lead generation. No point debating here — some people do it and some don’t, but successful callers will almost always tell you that volume is the most important factor for generating leads from cold-calling. Make sure you understand the Do Not Call registry and its rules — and the ramifications for breaking those rules.
6. Start an email drip campaign
Nurture your network with market updates and service reminders, and answer any questions your buyers might have based on their stage in the process.
7. Find buyer leads for real estate by door knocking
Walk around your farming area and just start knocking on doors. If you’re sending info to a home, it’s a good idea to knock on the door at least once or twice per year. When the homeowner answers, introduce yourself as a Zillow Premier Agent and hand them an MLS sheet. You can ask owners if they’d like an update on their home values and obtain their email info for follow-up messages. It may sound old fashioned, but there’s a reason it’s been around for a long time — it works.
8. Connect on social media
Millions of people plug into Facebook, Twitter and Instagram every day. Gain exposure by connecting with home buyers through social media.
Facebook offers organic ways to find buyers in real estate online:
Identify influencers who are attracting home buyers with their posts. Commenting on their posts or liking their page is a perfect way to start interacting with them and get your name in front of a large audience.
Share content that buyers care about. Post new listings on your timeline or share useful blog posts about how to renovate or buy a home.
Tweet the same message you’d say in a promoted tweet and see what kind of engagement it gets. Twitter is also great for gaining exposure to buyers by interacting with other users.
Share images of homes with a specific call to action or highlight a listing each week. Use the caption to direct users to your bio, which should contain a link to your landing page. Having a designated landing page keeps the user’s focus on the property and makes them more likely to provide their contact information.
LinkedIn is also great for networking and generating new leads. Maximize your LinkedIn presence by creating a professional and informative profile. Use the advanced search tool to identify potential contacts in your market, and make sure to engage with groups and share valuable content.
Connect with active buyers and sellers
Grow your lead pipeline with home shoppers looking for an agent like you.Connect now