Attracting and converting leads into opportunities comes with its own set of challenges. The real estate sector is constantly evolving, lead generation techniques have changed and the way we reach prospective buyers has shifted.
Technology in particular has influenced the way in which people search for real estate and make purchasing decisions. In fact, according to this 2019 report by the National Association of Realtors:
- 98% of older millennials search on online websites compared to 89% of older boomers and 72% of the silent generation
- 98% of older millennials cited using the internet, whereas only 72% did from the silent generation
- 76% of all buyers found home on mobile device
- 17% of all buyers found agent with mobile device
So what does this mean for real estate professionals looking to generate more leads? Let’s find out in this blog.
Use Social Media
The use of social media forms an integral part of any marketing strategy today. Facebook, Twitter, Instagram and LinkedIn are popular platforms but how they are leveraged differs according to your audiences. In this blog, we dive into social media for real estate using lead generation techniques appropriate for each channel.
Optimise your website for SEO
People are scouring websites looking for real estate but to compete with the millions of other websites online successfully, your site must be SEO optimised. There are several ways to do this. Your real estate website must be mobile responsive. It needs to have engaging, high-quality content that incorporates important keyword best practices. The content must be varied (blogs, videos, tutorials, infographics, etc.) and give value. Anything old must be updated to be more current and to rank better on SERPs. Landing pages should have CTA’s that compel your audience to perform specific actions. More on this topic here.
Execute Email Marketing campaigns
If you’re a real estate professional, it’s likely you’re using a real estate CRM system to store data on all your contacts. Use this data to build buyer personas which can be segmented into groups based on commonalities. Then design and execute email marketing campaigns that serve those groups targeted content that helps them overcome their challenges. Deliver a message that resonates with each audience depending on where they are in the buyer’s journey. For more ideas on what content to share through email marketing, read our recent blog on this topic here. We also discuss how to use your CRM to create effective email campaigns in this blog.
PPC (Pay-per-Click) advertising
As far as lead generation techniques go, consider using paid advertising to rank high in search engines and drive visitors to your website. Google Adwords is a great option because you can target audiences based on intent, where they are in the buying or selling process. To perform well with Google Adwords, you need to ensure you have strong ad copy, that you work according to KPI’s and that visitors are sent to landing pages optimised for conversion.
Become a leading authority in real estate
This is a great lead generation technique to help you engage a wide audience. Create a blog that provides useful information that educates prospective buyers. Keep informed about current trends and update your readers consistently. Offer advice on how to avoid common real estate mistakes so your audience can make informed purchase decisions. Hone in on your particular niche, your expertise, and use it to become an authority in the real estate sector.
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