Lead gen strategies you need to try as a real estate agent
As a real estate agent, you’re no stranger to needing to learn, move, and evolve fast to keep up with the ever-changing industry. With your tried-and-true lead gen strategies already dialed in, why not try some new approaches, especially as buying and selling season approaches? Here are seven innovative lead gen strategies you can’t miss out on as an agent.
#1. Leverage the power of retargeting
You know how when you’re shopping online, and you exit the tab to read the news or check your email, and all of a sudden the pair of sunglasses or shiny new AirPods you were just looking at are now following you around? Enter: retargeting. Agents, you need to welcome this social media approach with open arms.
Meta’s platforms, a.k.a. Facebook and Instagram, will allow you to target specific email addresses and show them dedicated ads. But you can take it a step further and retarget people who visit your real estate website with Google Display Ads. Once visitors land on your site — whether they find it via social media, word of mouth, or a simple “real estate agent in my area” Google search — you can retarget them with ads that will track them across the web. Yes, you become the sunglasses or AirPods in this case.
It’s wildly effective and a beloved tactic by marketers worldwide, so amp up your lead gen strategy with this innovative marketing tactic.
#2. Be a thought leader
You know real estate inside and out. You know your local market like the back of your hand. And you know you know your stuff — so start showing your expertise off in the name of lead gen. You’re a seasoned pro at creating content for your online marketing efforts, so take a gentle pivot towards thought leadership content you can use and promote. Fire up Canva and check out their download guide templates. Start drafting up a rough outline of your topic and what you want to dive into, then start creating.
Some potential ideas to get your wheels turning include:
- Neighborhood guides for your local market highlighting things like quirky neighborhoods, showcasing the best of local businesses or hidden gems, or showcasing local activities or sights to see
- Homebuyers’ checklists
- Home sellers’ checklists
- A real estate terminology glossary
Then, work with your web developer to host the content on a private webpage on your website. “Gate” the content by requiring anyone who visits the page to fill out a form first, then allow them to download. They get educated, you show off your real estate prowess, and you have a new lead. It’s a win-win.
#3. Get active in your community… online
You’re likely a fixture in your local community through volunteer work, sponsorships, event attendance, and being active in your neighborhood. Make sure this is also translated to community-oriented spaces online. Create a profile on Nextdoor, your local market’s Reddit page, and community-specific Facebook pages. Then, get active! Post regularly, interact with others, and engage with other posts. You’re not on these pages to solely focus on real estate and your business; instead, the goal should be to get more people to become familiar with your name, your face, and grow your recognition organically.
Start from the position of being an active, passionate community member. As you build more natural connections, or see real estate-specific questions or posts pop up, you can swoop in and tactfully share you’re a pro. Even if the poster doesn’t necessarily need your help, they very well might know someone who does and can refer them your way.
#4. Attend networking events that aren’t specific to real estate
It might sound a little counterintuitive in a blog about generating real estate leads, but hear us out. Start blocking out time in your personal calendar to attend networking or other social events for topics relevant to you that aren’t real estate. Maybe it’s a local professionals networking night, small business owners coffee mixer, or signing up for a multi-week course to learn more about a hobby you enjoy.
The more people you meet and mingle with, the more likely your profession is to naturally bubble up in the conversation, whether at the event or in the future. Similar to the previous strategy, the goal is to forge organic connections, build your network, and start looking at natural inclusions into your sphere of influence.
#5. Nurture your vendor network, too
The longer you work in real estate, the more likely you are to amass a network of trusted vendors you can count on, who you’d be thrilled to recommend to your clients and colleagues. Make sure you’re taking care of this network like you would nurture past clients. Keep in touch regularly, check in with them, and send referrals their way. They’ll be far more likely to send referrals back, or tag team with you on an event or comarketing campaign. You’re all in the business of serving clients and providing them with superior customer service together, so link arms and strategies to help each other generate more leads.
#6. Give Market Reach a try
If you want a lead gen approach that’ll grow your brand and help you attract consumers actively searching Realtor.com, why not invest in Market Reach? Market Reach allows you to target consumers who have recently searched in your market on Facebook and Instagram, showing them professionally designed lead gen ads you can customize.
Much like the retargeting we described earlier in this blog, incorporating Market Reach into your lead gen strategy saves time, effort, and offers a tailored approach and relevant experience to consumers looking for a home in your area. Oh, and as an added bonus, Market Reach also automatically sends emails and text messages you can personalize when the lead is submitted. Cover all your bases and amp up your lead gen strategy with this powerful tool.
#7. Get mega creative with your open houses
There are plenty of open house best practices out there. If you shift your open house approach to making it more of an experience, you can stand out quickly and easily in your market. After all, home shoppers are used to wandering around a property for sale. And home sellers are used to loading the cat into the crate, taking the kids out for the day, and hoping for the best as these sellers trot through. Since we all know open houses all too well, take your approach to the next level with some exciting touches.
Consider theming your open house around a nearby holiday, like St. Patrick’s Day or the Fourth of July. Add a yard sign that matches the festive colors, put some themed decor around the sign-in area, and serve refreshments that match the theme, too. You can also partner with a local business and drop some of their products or samples into co-branded goodie bags. For more fun and flair, consider hosting a raffle or giveaway at the open house, either solo or with other vendors you invite, like a loan officer or other home service.
The sky’s the limit! Start looking at your open house as a proper event and let the ideas unfold. It’s a surefire way to drum up interest when you’re marketing and give the foot traffic a boost.
