Secrets to Real Estate Lead Generation
Real estate success is a daily effort. Seasons change, and the market ebbs and flows. It’s a roller coaster of feast or famine, so keeping your pipeline full is critical. If you’re looking for some Secrets to Real Estate Lead Generation, we’ve put together some great ideas you might not have considered.
When was the last time you gave your online presence a little love?
These days, buyers do most of their research online before they even connect with an agent. That being the case, an online presence must be ready to answer the questions they might ask.
It’s about your website, but it’s also about your social channels, your CRM, and the brand that ties it all together. Between your listings, the content on your site, what you share, and how you engage with your audience, it’s easy for others to decide whether you are the right agent for them. It’s up to you to deliver the content and the messaging – that’s the hook. When it works, you’ll never be short of prospects.
The Difference Between Organic And Inorganic Lead Generation
Organic lead generation refers to leads that you receive from non-paid marketing methods. Inorganic involves your paid advertising campaigns, social media ads, banner ads, and other types of paid marketing.
While you probably can’t survive on organic alone, applying a few inbound best practices will bring you more qualified leads and improve your paid efforts, so it’s a win-win.
Here are a few secrets to real estate lead generation that will boost your organic results:
SEO: Search Engine Optimization for Lead Generation
Your website does a lot of heavy lifting. It’s your calling card, your portfolio, and it stands as a testimony to your success. Because it is the gateway between your listings and you, putting some time and effort into SEO always pays off.
Search engines have one job: to deliver relevant results based on a search query. Over the years, search engines have become much more efficient at figuring out which websites most closely match what the searcher wants to see. Good SEO ensures your sites (and your paid ads) get in front of the people you most want to see them, meaning the audience is better qualified to take the actions you want them to take.
Keywords, backlinks, and well-written, relevant content are all components of good SEO. Remember that optimizing for local SEO is also critical, as it will attract people looking to buy in your area.
For best results, focus on these factors:
Fresh Content. Posting blogs regularly helps your SEO in many ways. It also provides your potential buyers with useful content that they will keep them coming back. Content ideas can include articles, blogs, tip sheets, checklists, how-to’s, “top-ten mistakes,” DIY projects, or home improvement ideas. You can post blogs on your website and cross-post a link on social media to drive traffic back to your site.
Lead Magnets. Content can also be a lead magnet. For example, you could create an e-book or a white paper on accessory dwelling units (ADUs), offer it for free in exchange for an email or contact info. It’s a way to gain authority with your audience, generate a few leads, and build your email list.
Social Proof. The more people engage with your content, the better it is for SEO. Clicking, commenting, liking, sharing – it all contributes to “social proof,” which is something search engines use as a gauge of your authority—in other words, it tells them how relevant you are in your target market. And the appropriate bird gets the worm.
Optimize for Local. Local SEO is highly desirable, so optimizing your website for local should always be a primary concern. Of course, you likely have listings in several areas, so the way to approach this is through custom landing pages, each dedicated to a specific area or neighborhood. Landing pages can be visible in your site navigation, but they can also connect to your paid advertising.
Stay on Top of Social. Social media is essential to lead generation. Facebook, Instagram, and LinkedIn are ways to reach new people in your target audience and build rapport with your existing followers. Be responsive, encourage conversation, and provide valuable information that they’ll love.
Reviews and Testimonials. Everybody you deal with can help you strengthen your online presence. Whether it’s a satisfied buyer or a vendor, ask them to write a review or testimonial on your platform of choice – or ask them for a quote you can publish on your website. People take reviews and ratings very seriously. You should encourage this type of engagement. Doing so will make your brand stronger.
IDX Website Search. IDX is a website tool that allows your site visitors to search MLS listings using a variety of parameters – right from your website. The search terms they use and the properties they seek are available to you via analytics. For example, they will help you craft a more personalized response to their queries. Even if the homes they choose are not your listings, they remain on your site, giving you a better chance of capturing the lead.
Website Performance. Good website design is essential. Because a well-designed site keeps people on it longer, increasing your chances of capturing a quality lead. Some of the primary aspects you should focus on include clean design and simple navigation. The easier it is for people to find what they’re looking for, the more likely they are to stick around. Pay attention to your page load time. Also, be sure your contact information is in the header and the footer (which means it will appear on every page).
Mobile-Friendly Web Design. Make sure your site is mobile-friendly. More people today search on their phones than any other type of device. So, Google prioritizes mobile-friendly websites, which means if your site is not responsive, there’s little chance you’ll appear on the first page of search engine results.
Experiment With CTAs. Calls-to-action (CTAs) are a great way to encourage your site visitors to take action. However, there is no blanket rule about what those CTAs should be. Play around with the wording to see what resonates best with your site visitors, and don’t be afraid to get creative. The CTA box should stand out; try using a contrasting color or an animation to draw the eye.
These are just a few techniques you can use to generate leads organically and keep your real estate pipeline full. But, we’ve got plenty more inspiration if you need it!
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