A lead gen offer on a website usually consists of a box on the sidebar of a page asking for the prospect’s name and email address (at a minimum) in exchange for something of value. The benefit of this is that you can capture new, potentially very qualified leads, and then use your Realtor CRM to nurture them over time and convert them into clients.
Real estate agents can learn some lead generation best practices from marketers to take their business to the next level. In this article, I’ll outline four compelling offers Realtors can provide to their prospects via their website. You can also use the lead generation offers I discuss and apply them to your real estate email marketing to spark greater interest among your leads and increase the likelihood of them doing business with you.
1. A home-value consultation
Lots of people who purchased their home a long time ago are curious about its current value. Offering to provide them with this information can be a compelling proposition. And of course, if their current home value gets them thinking about selling, the next step could be a listing presentation and from there, who knows what can happen (perhaps that next big commission check!).
2. A market report
A market report is something you, as a Realtor, can provide to homeowners that they’ll likely take great interest in. A home could be the biggest investment someone has made in their life so it makes sense that people have a big stake in knowing what the current market conditions are like. Be sure to offer this on your website in exchange for a name, email address, and phone number.
3. IDX listings
Often buyers and sellers will search the web looking for listings in a certain area. They’re interested in what’s available, prices, and listing pictures. And the people who are doing this usually don’t have an agent – yet. Those with a Realtor would likely already be getting listings emailed to them or would simply ask their agent for the information they want. Providing IDX listings on your website can be an excellent way to get some new leads. Give people the ability to search for properties and view some information. When they try to click onto the listing itself, its pictures, or get more detail, then ask for a name, phone number, email address (and any other piece of info you want), to access that particular area.
4. Content offers
Offer a piece of content on your site, such as a guide to assessing the value of one’s home, tips for increasing home value, or ideas for boosting curb appeal. Content can be a great way to establish trust and credibility with prospects and position yourself as a true expert in your field. Marketers with many of North America’s top companies use content marketing very successfully to bring in leads and sales. Why not take a page out of their book and try it for yourself?
When you get a new lead, be sure to give them a call right away. You can learn here why fast response time is essential and the results of an enlightening study by PCMS Consulting and One Cavo.
As a successful Realtor, it’s important that you have a real estate CRM in your marketing arsenal. With a CRM, you can take advantage of these offers and apply them to your email marketing campaigns.
But here’s another reason why a CRM is so essential to all of this: once you get these new leads, you need a way to nurture them over time. They may not all be interested in buying or selling their home right away. If they’re not, don’t let them disappear. It’s a fact that a very large percentage of leads will buy or sell in the future if they are “nurtured”/ kept in touch with properly. So you’ll want to take advantage of your CRM for Realtors’ drip marketing campaigns (a good CRM should have many that are tailored to different types of leads) to stay top of mind.
It takes time and energy to implement the compelling lead generation ideas I discussed and to follow-up diligently with every lead. Therefore, you want to do what you can to make sure the lead converts into a client, even if it’s not for years down the road.
A great real estate CRM will automatically input the new lead for you into your database, notify you as soon as new a lead comes through, and put it on a targeted real estate drip marketing campaign.