How to get leads in real estate: 4 essential steps for realtors

Lead generation tools have become an invaluable element of any digital marketing strategy for realtors. They are now the answer to the question of how to get leads in real estate and drive new business.

The most popular in the market are widgets (embedded on your website) that provide free property valuations to identify potential (first-time) sellers. In return for leaving their phone number and other contact information, homeowners receive an immediate, realistic price range of the property they’re looking to sell.

In the face of changing demographics, where both communication and consumer decisions shift further into the digital realm, it's more important to reach out to potential clients where they look for information – on their devices.

How to get leads in real estate by leveraging the proper lead generation tools

Despite the numerous opportunities digital tools offer compared to traditional approaches for generating new leads in real estate, such as direct mail or in-person visits, some real estate agents and other real estate professionals find themselves disillusioned with their lead generation tools.

But that's no reason to think that these digital tools for real estate agents don't work! In this blog post, we'll talk you through what you need to be successful with your lead generation tool by presenting 4 essential real estate lead generation ideas.

1) Manage expectations (yours and your clients’)

To use a lead capture tool successfully, a clear understanding of its function – and limitations – is essential. Think of it as an “automatic door” to your “virtual shop”; it will open to anyone, inviting them in and offering them the chance to take a closer look at the products and services provided by your real estate business. This allows you to start a sales conversation.

However, an automatic door alone will not be able to bring in more customers. You must still consider making your shop windows as attractive as possible. Also, is your store positioned where the most foot traffic is?

Implementing a lead gen tool is essential in turning website visitors into leads. However, it should not be looked at in isolation. Instead, it needs to be part of your broader real estate marketing strategy - it’s the first step in telling your story and starting your customer journey.

An important aspect to consider here is your clients’ point of view. What is their experience of the different stages in your customer acquisition process? How can you improve? To answer these questions, develop one or more customer personas to understand better the clients you are targeting.

This information will enable you to structure your online marketing strategy as a realtor around your target customers and their expectations of the sales process. Ideall, your lead generation tool should slot into your strategy.

As the market is ripe with options, you will need to narrow it down to the key characteristics a tool has to have to work within the framework of your real estate marketing strategy.

Look for a tool that is easy to implement and is customisable and flexible. To deliver a real benefit, the tool you choose needs to fit seamlessly into your workflow. Additionally, tools that offer genuine value for potential homebuyers and homesellers, for example, in the form of personalised insights on the local market, are much more likely to tempt them into leaving their contact information.

This is where you need to make some tough decisions: if your current tool does not meet your and your client’s expectations, it might be time to switch to a new one. If, however, it ticks all the required boxes but is not (yet) generating leads at the pace or quality you were hoping to see, it might be sensible to work out the kinks in your larger strategy first to ensure that when you do change tools, it’s a change for the better.

2) Make sure your website gets the attention it deserves (and learn from best practices)

To set yourself and your lead generation tool up for success, you must master the art of online real estate marketing, at least to some degree. Instead of starting from scratch, you can become a marketing specialist by studying what has worked for others.

One tried and tested strategy is to improve online visibility. By generating more traffic to your website, you also increase the number of potential leads.

3) Create a high-quality experience for your potential customers

Once you have got your target audience’s attention, however, the next challenge is to keep it.

Lastly, another essential best practice is to make sure any leads, but especially qualified leads, receive a follow-up without delay. A marketing automation or CRM (customer relationship management) tool tied into your workflow can work wonders here. Nurture leads and engage with potential clients through email marketing and targeted phone calls, rather than cold calling, to convert them into new clients.

4) Invest time and be patient

Consistency is key. Set aside a few weekly hours to focus on online marketing.

As with most organic marketing measures, it will then take time for your lead generation strategy and tools to reach their full potential. After all, in the real estate industry, you are dealing with some of the most prolonged consumer decision cycles. Once you have built a tailored and sustainable marketing strategy, you can feel confident in your resource investments. As your lead generation starts to take off, you will have the opportunity to fine-tune your funnel.

How to get leads in real estate: Utilising lead generation tools as a vital addition to your strategy

Lead generation tools are not magic wands. Still, they are an essential lead source. Used correctly and in coordination with other marketing tools, lead generation tools can substantially contribute to your sales funnel by making it easy to start client interactions.

If you know what we offer, you may have heard about our Lead Generator. It lets you catch seller leads early by providing a precise free valuation tool on your website. Would you like to know more about it, or do you have questions about using it? Contact us!