In my years of experience helping real estate agents with real estate web design and advanced marketing strategies, the most common obstacle for each agent is lead generation.
Regardless if they’re a brand new agent or a well-seasoned agent. And that’s completely understandable. The real estate industry is now more competitive than ever and generating leads only continues to get harder.
But before I get into the different strategies that we use for effective lead generation, I just need to preface this list by establishing one ground rule. And that is the rule that leads generation does not generate qualified leads.
This is simply because In order for a complete stranger to do business with you, they need to know who you are, like you, and trust you.
So if you’re thinking that you’re going to run the gambit on any of these strategies and expect 50 transactions by the end of the year, you need to reset your expectations. This means that instead of pitching, the first thing that you should do when a lead comes in is to focus on indoctrinating them so that they can get to know, like, and trust you.
Now. here are the 5 different lead generation strategies that we use:
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Lead Generation Strategies
#5 VSL (Video Sales Letter)
If you’re not familiar with a VSL, it’s simply a 15-20 minute video specifically designed to educate your service. This video is designed to outline what makes you different and the benefits of working with you.
Now, the way you use a VSL strategy is really based on the specific problem that a potential prospect is suffering and you want to educate them on it.
And we’ve found that they’re very effective if you’re planning to do video ads.
However, the key to making them work is based on the unique value that you’re able to provide on the VSL itself. One way we do this is by thinking of something that the general public believes to be true but knows it’s not.
#4 Pillar Post
This is a really effective strategy if you’re using the Google Ads search network for example.
Now the way that these works are really based on the value that you provide in written content.
What you have to understand with lead generation platforms like Google Ads search network is that the people that are searching are specifically searching for something unique and they want the answer.
So for example, if someone’s looking for “How to get approved for a home as a first-time home buyer?”, then Google will present the most probable search result to that answer.
And if we know this then we simply just need to create high-value content that actually provides a solution to the search intent.
#3 Facebook Group
This strategy is simple and straightforward.
You see, the average lead wants to learn and educate themselves on their own time. At the same time, they also don’t want to be pitched to.
But if you create a Facebook Community specifically dedicated to teaching and empowering this lead, the more likely it is that they are to join because it’s beneficial to them since they won’t get sold to and they can look at the stuff at their own time.
So the way this lead gen strategy would work is to launch a Facebook advertising on a free group that solves a specific problem. The key here is to make this Facebook ad a Facebook lead ad so you can capture the information.
And then once the information is captured you could then redirect them to the Facebook group.
#2 Open House Listings
Another straightforward strategy is to generate leads through open houses.
And this one’s very easy to set up if you have a listing. All you need to do is simply create a Facebook lead ad of the listing and you capture the information prior to sending them to view the listing information.
#1 Use a Lead Magnet
Using a lead magnet has by far, been the most effective lead generation strategy for us.
A lead magnet is no more than a fancy way of saying a PDF guide or a checklist or a document that is of massive value to your potential client.
The key with the lead magnet though is that you always have to be thinking one step ahead of the intent of your lead.
So here’s a great example:
If your target audience is older homeowners that are considering state planning for their parents, then the lead magnet shouldn’t be about real estate planning for their parents.
Instead, you would need to think a level beyond that.
And this could be something as easy as a 10-step checklist for outdoor activities to do with your 80-year-old mom or dad.
You see, lead magnets work really well when you think lower level intent and nurture them once you have the lead’s contact information.
But the key here is to provide value.
As for the setup, this is just like the Facebook Group and the open house which is a Facebook lead ad to capture the lead and then send them the asset.
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Although lead generation may seem complicated and difficult to execute, there are a number of strategies available for real estate agents that are easy, efficient, and effective.
However, the most important thing when trying to choose a lead gen strategy is to understand your target audience and what they need from you. Once you’re able to figure that out, then any lead generation strategy should drive leads into your funnel.
Find out more tips to help you scale your business and build predictability. Join our free Square 1 Facebook Group today. If you need help building out your real estate website, we’re just a call away! We’re experts so feel free to reach out to us and we’ll be more than happy to help you out.