In the real estate universe, competition is fierce, whether you are a full-time licensed real estate agent or a novice practitioner.
As you well know, what will determine the success of your career and increase the number of your clients will not only be the set of skills acquired over the years, working on your own or at an agency, but will also be your professional image on the web, which will undoubtedly affect your reputation and credibility.
In other words, it will depend on your website, what you share and your contacts: the digital world is becoming an infinite virtual space full of competitors and more valuable content, factors that make it difficult to attract and convert leads.
In fact, leads are the fundamental “ingredient” for your success. For this reason, you should work on lead generation and implement specific lead nurturing activities. But how?
In this article, we will first delve into the concepts of lead generation and lead nurturing. In addition, we will show you some strategies to improve your marketing activities.
Everything you should know about lead generation and lead nurturing
When we talk about generating contacts, i.e. lead generation, we mean the process of attracting and converting users into people, i.e. leads, who interacting and browsing your website have expressed interest in the services offered by your real estate agency.
Are you wondering how leads can show their interest?
You must know that, in principle, a user becomes a lead when the agency in question will be able to obtain useful information to establish the so-called “commercial contact”. This type of connection can usually be created in two main ways:
- When the user shares his email address and telephone number
- When the user fills out a form to download a guide
These are the main modalities, but they are not the only ones. In summary, the greater the number of information obtained by the user, the greater the likelihood that the latter is interested in your services.
Therefore, lead generation campaigns aim to generate qualified leads, while lead nurturing activities represent the heart of the contact conversion process: this is the phase in which the transformation of cold contacts into hot contacts will take place.
It is essential to understand the meaning and importance of lead nurturing, as it will help you understand which activity you should focus your energies on and therefore also how to organize your digital marketing campaigns.
Since nurturing goes hand in hand with content marketing, the main goal of your lead nurturing activities is to give value to your audience. Like? Offering content that can help your prospects and solve their problems.
Communicating through valuable content is central to the lead nurturing process and will be critical to the success of your marketing efforts.
But beyond the content, you will have to take into account the importance of persuasive copywriting, that is, that type of writing structured specifically to sell, persuade and induce users to perform specific actions.
Your approach, or in any case the skills of the copywriters who work for you, will be vital in this phase, in which every detail of your communication project will have to urge users to take actions, so ultimately to lead leads towards the conversion.
We are talking about the last step, in which the leads will fill in the forms and perform the desired action.
Generating leads in the real estate sector: here are 6 key strategies
After having deepened the notions of lead generation and lead nurturing, let’s move on to the next phase. Below, we show you some tactics for generating leads that we believe are fundamental in the real estate sector:
- Reactivate and optimize your Google My Business profile
- Create and host a webinar
- Write valuable blog posts about the neighbourhoods in your local city
- Improve your SEO with updated Google Page Speed information
- Promote local businesses on your social channel
- Increase engagement in your listings with floor plans and virtual tours
We continue step by step.
1. Reactivate and optimize your Google My Business profile
Google has invested heavily in the so-called “local search”, which allows companies and real estate agencies to create a specific page used for local search.
Practical examples of “local search” are phrases that refer to a profession or even to a position. According to Google statistics, 50% of searches carried out on Smartphones are “local searches”.
Google links users to a page containing search results on local businesses: this page is from “Google My Business”. If you’ve been doing real estate deals for more than a year without worrying about creating your business page, it’s still very likely that Google has already created your own My Business page.
All you have to do is claim your profile and activate it. Next, you will need to Google your agency name and find the page. To claim the page, we recommend that you use a Gmail address.
Furthermore, to optimize your “My Business” you will need to:
- Download the “Google My Business” app from iTunes or the Google Play Store
- Enter an address
- Make sure it’s the closest address to your demographic area of expertise
- Enter the agency’s opening hours and, if necessary, guarantee availability on weekends, in order to be registered as “open on those days”
- Create a simple post with a “ Make an Appointment” CTA, with an instant call button
- Initially make sure that friends and family leave reviews on your Google My Business profile
2. Create and host a webinar
Buying a home for the first time can be stressful. To give more peace of mind and “welcome” to your potential customers, you could create and host a webinar. This is a great way to grab the attention of new customers and show them your experience.
You could start with basic topics, such as “The # basic steps to buying a house”, “Buying a house: # tips for staying within your budget”, “The checklist to check before buying a house” or even” Advice for a correct market valuation”.
It will be essential to provide specific, valuable and useful information to your users. By doing this, you will be able to convert leads into potential loyal customers.
3. Write valuable blog posts about neighbourhoods in your area of expertise
Showcasing your local expertise on your real estate blog will grab the attention of new customers and buyers for real estate purchases. The blog posts you post may talk about local schools, restaurant and bar reviews, or other community services in your area.
With your posts, you could also attract the attention of local companies which, in turn, could share your content on their social channels or even connect with you in search of collaboration and new opportunities.
The creation of valuable content, links, CTAs and sharing on social channels is essential for the recognition of your agency and also improves your positioning on search engines.
4. Improve your SEO with updated Google Page Speed information
In March 2019, Google updated its information on Page Speed generating a greater focus on the speed and intuitiveness of mobile devices.
For the background, we recommend a size of about 2000 pixels in width, while for other images on your website, dimensions of about 1000-1100 pixels in width would be appropriate.
5. Promote local businesses on your social channels
To build your real estate agency’s image, partner with local businesses and brands. To get started, you might want to contact a photographer to take some shots to promote products and services in collaboration with partners, for your ads.
It’s a great move: as this will reach a wider audience and attract potential buyers through your partners’ social channels.
6. Increase engagement in your ads with floor plans and virtual tours
Floor plans and virtual tours are the most important resources for generating leads, as they help you acquire new potential leads.
Floor plans are the best way to gather information about the room layout or even to show users, for example, “How rooms communicate with each other”.
Photos are excellent visual resources, but it is advisable to contextualize them, perhaps associating them with small contents or inserting them in blog posts.
This concept becomes all the more amplified when virtual tours are introduced in real estate advertisements of your agency, whether they are published on the company website or on specialized portals: your potential customers will be able to experience first-hand a visitor experience. Property in question, saving you time and optimizing the process of selecting contacts truly interested in buying.
Our tips on how to generate leads in the real estate sector
In the virtual universe, already full of content and information, it is difficult to direct the consumer to the right service: yours.
Lead generation and lead nurturing activities are new methods that marketers and real estate entrepreneurs need to reach a wider audience of buyers and to understand their needs.
Now that you have read our article, you can adopt the 6 marketing strategies to generate leads in the real estate sector in the field. By relying on our suggestions you will attract the attention of potential new clients and lay a solid foundation for a brilliant career in Real Estate as a successful real estate agent.