Get more out of your lead generation tool: 4 steps for realtors

How lead generation tools benefit real estate professionals - and how to make them work

Lead generation tools have become an invaluable element of any marketing strategy. They make it easy for you as a real estate agent to get new leads, whether they are homebuyers or looking to sell.

The most popular in the market are widgets (embedded on your website) that provide free property valuations as a means to identify potential 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.

As both communication and consumer decisions shift further into the digital realm, it's more important to reach potential clients where they look for information - on their devices.

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 your products and services. This gives you the opportunity to start a sales conversation.

However, an automatic door alone will not be able to bring in more customers. You will still need to think about 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 important in turning website visitors into leads. However, it should not be looked at in isolation. Instead, it needs to be part of your broader marketing strategy - it’s the first step in telling your story and in starting your customers journey.

As the market is ripe with options, you will need to narrow it down to the key characteristics a tool has to have in order 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 true value for potential buyers and sellers, for example in the form of personalised market insights, 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 live up to your, and your clients’, 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.

For more information, delve into our article on how to develop a comprehensive digital marketing strategy as a realtor - for example, by using social media to your advantage.

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 will need to master the art of online real estate marketing at least to some degree. The good news is that instead of starting from scratch, you can simply become a marketing aficionado by studying what has worked for others.

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. For the lead generation tool to work effectively, pay attention to the following aspects:

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 tool, tied into your workflow, can work wonders here. Through email marketing and targeted phone calls, nurture leads and engage with the people behind them for them to turn into clients.

💡 Did you know that it is often possible to integrate different solutions to save time and automate your marketing processes? From CRM to marketing automation tools, lead generation solutions to forms, spreadsheets and more - all you need is a tool like Zapier.

4) Invest time and be patient

To get you started, consistency is key. If at all possible, set aside a few hours every week to focus on online marketing. For example:

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 longest 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 is starting to take off, you will have the opportunity to fine-tune your funnel.

Summary

Lead generation tools are not magic wands. Still, they are an important lead source. Used correctly and in coordination with other marketing tools, lead generation tools can deliver a substantial contribution to your sales funnel by making it easy to start client interactions. To use such tools to their full potential, make sure to:

If you’re familiar with what we offer, you may have heard about our solution Lead Generator. It lets you catch seller leads early by offering a precise free valuation tool on your website. Would you like to know more about it, or do you have questions related to how to use it? Contact us!