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Real estate lead generation: Actionable marketing strategies for 2021 ( With Examples )

Real estate lead generation: Actionable marketing strategies for 2021 ( With Examples )

14 Min read

Realtors play a vital role in selling, renting, or leasing a property. In fact, most people find real estate agents reliable when they’re looking to purchase a property. Therefore, the demand for realtors has skyrocketed in the past few years. You need to have a strong real estate lead generation strategy for your business so you can capture more leads.

According to the National Association of Realtors, 73% of buyers interviewed only one real estate agent when searching for a house. So, you can only imagine how close the competition is.  

One error and the lead slips right through your hand. 

Buying a house is one of the most important decisions in any person’s life; as a realtor, it’s your responsibility to ensure a smooth transaction for your client. 

However, there are certain challenges a real estate agent faces when they’re in the property business. And the main challenge is getting more leads. You can be great at your job, but how will you prove it when there’s no lead to work with? 

Real estate lead generation and prospecting have changed a lot through the years; door-knocking, referrals, or network still works, but now you need to think beyond this. 

So, if you’re a realtor and want to generate more leads, you’ve come to the right place! Here you’ll find some of the most valuable marketing strategies that you can apply to your business. 
 

Below are the real estate lead generation ideas that, if applied correctly, can certainly work in your favor! 

Real estate lead generation strategies that will help you grow  

Before you spend your crucial time generating leads without developing a strategy, take a step back and invest some time gathering resources to capture leads. Below are some of the best real estate lead generation strategies that have proven successful for many realtors. 

1. Create a landing page of each of your properties

In the real estate industry, you need to present your proposal in a simplified way. Being straightforward and precise will go a long way for every realtor. Therefore, if you don’t have landing pages, you must put effort into creating them, so all your properties are segmented. 

A landing page dedicated to a certain property helps customers find all information in one place. Moreover, with different landing pages for properties, customers can save their time and only go through the ones that fit their requirements. So, let’s find out the benefits of creating landing pages for different properties. 

  • Landing pages also reduce the distraction among buyers as they’ll focus on only one property at a time rather than getting overwhelmed with too many pictures. 
  • Offering different value propositions for different properties distinguishes them, and your prospect can make informed decisions about the houses. 
  • While creating landing pages, you can A/B test the pages and analyze which one drives more traffic and customers. Create different designs, prepare various marketing strategies and implement them on different landing pages. 
  • Using CTAs where there’s the most chance of persuading the prospect to connect with you. If the customer is interested in a certain property and they’ve landed on the same page, you need to make sure that you add CTAs in the section where you’re offering the most value to your prospect. 

We know you must be thinking, “this is all good, but how do I create such complicated landing pages?” Well, you’ve come far for a reason. Creating landing pages is a meticulous task, but various tools provide services and help you build landing pages in no time. You can easily create product landing pages with the tool Paperform and attract more visitors. 

 2.  Execute personalized email campaign

Realtors are continually trying to reach out to their prospects by emails, calls, and text. However, have you ever received an email that was totally irrelevant to your needs? 

Suppose you’re looking to buy a house in the countryside, and you keep getting emails that offer listings of apartments in the city. Now, that wouldn’t leave a good impression, would it?  

Likewise, customer segmentation is crucial before executing any email campaigns. 

We know you want to generate more leads, and your email content must be effective as well, but it won’t help with the conversion rate if it lands in the inbox of a wrong prospect. That will only damage your repo. 

So, before executing your email campaign, you first need to segment your customers. For that, you need to implement a few easy strategies to your emailing list –  

  • Provide extra benefits to the email subscribers. Differentiate your members from the general audience and offer more information and context to have a clear picture. Getting more benefits while choosing a property will certainly encourage them to subscribe to your email list. 
  •    Connect your leads directly to the agent via the contact agent tab. This will require them to include their email address, which you can later reach out to them. 
  • Send an email whenever the new listing is added, so if the lead wants to wait for a better option, they will subscribe to your email list. By choosing an advanced real estate CRM, you can send a sequence of emails and auto follow-ups with personalized messages to spark interest. 
  • Work in your prospects’ favor and create a survey form that helps you understand their needs and makes them subscribe to the email.  

The below points are just a few examples of how you can grow your subscribers’ list and segment the audience as per their preference. Moreover, Realtoremaildatabase is one excellent source of growing the email lists and database without spending too much time. 

3. Optimize or create a real estate website for lead generation  

To possess a genuine realtor persona, you need to have a website for your real estate business. With more and more people inclining towards the online listing of houses, in order for you to generate more leads, a website can prove highly beneficial for diverting more prospects your way. Among the recent buyers, 43% looked at online listings, compared to only 18% buyers who contacted an agent first. 

Therefore, every good realtor must have a website for their clients. When a prospect lands on your website, they should get everything they’re looking for and something extra. Providing valuable information to customers, guides, ebooks, etc., are the resources that won’t benefit you directly, but they’ll surely get you more leads. 

Now, what makes your website different than others? Below are the main features that a real estate website must have. 

Easy navigation – To reduce the bounce rate, the website must be easy to navigate. Suppose you’ve got some exciting deals to offer to your clients, but what if they’re not able to land on that page? This requires frequent CTAs to redirect the prospects on the intended page and navigate with ease. 

Clean and clear images to hover around – In real estate, all that matters is the house impression. The more clear picture of a house you create in your prospect’s head, the more they’re likely to enquire further and work with you. No one likes to look at blurry images when they’re house hunting. Moreover, with the hover-around feature, they can also get a close-up view of the place, intriguing them further. 

Featured listing and link to other listings – Let’s say you want to sell certain houses first, so what you need to do is feature them right where the customers’ attention would go. This will drive more focus towards the featured listing, and then you can also provide links to other relevant listings. 

Offer help with live chat – Live chat feature is the most useful feature in this digital era. Millennials don’t want to have long conversations on the phone; they prefer short text messages. Therefore, a live chat option on the website helps you connect with your prospects and solve their queries. 

live chat support for real estate

          For example, if you were a client, would you instead prefer calling a real estate agent for a small query and staying on hold for an hour? I’m assuming the answer is no. No one has much spare time; hence, live chat eliminates this part and directly connects visitors to the customer care reps. 

Webform to make an inquiry – Web forms are another excellent resource for gathering prospect data in your company. Your prospects can list down all their information as well as query, which makes agent’s work a lot easier and helps with real estate lead generation. With web forms, you can streamline the work process, prioritize the clients and close more business. 

So, when you’re building a website for your business, these features are a must-have. With these main features on your website, you’ll not only drive more traffic but also generate quality leads from it. 

Three Sixty is a perfect example of an ideal real estate website. Their classy and attractive layout accentuates the features of any house, making it more attractive for visitors. 

The website mainly focuses on images and videos, making it more of a visual experience for anyone that visits the website. The multilingual functionality promotes people of any ethnicity to engage with their company. Moreover, the hover animation, sliders, and the enquire button catch your eye right away. 

4.  Strengthen your relationship to tap on incoming leads

Like many businesses, the real estate business thrives on the strength of relationships. A real estate CRM (customer relationship management) software helps streamline your workflow and manage your real estate lead generation process as well as existing clients. It’s a singular platform for executing sales end-to-end. 

Real estate CRM is an automation tool that helps you connect and engage with your leads in a personalized manner. In a nutshell, the real estate business thrives on relationships. And with a CRM, you can attract more leads and nurture customers for a long-lasting relationship. A CRM helps you identify hot leads and offers you a single platform to execute end-to-end sales activities – i.e., from contact management to pipeline management. 

According to a study, using marketing automation for lead nurturing, for instance, leads to a 451% increase in qualified leads. In fact, 57% of marketers agree that lead nurturing is the most important aspect of automation software. With the right CRM, you can engage your customers based on their interactions with your digital campaigns.

For example, when a new property inquiry pours in, you can automate the follow-up messages they get via email or SMS. You can also pre-set the communication they get based on the type of inquiry, such as site visit requests and property quotes.  

You can also take notes while conversing with your prospect, map them, and later use them to have a more meaningful follow-up. Moreover, if you’re working in the field and don’t stay in your office for most of your day, you can also use Mobile CRM that lets you work even when you’re on-the-go. 

5. Leverage on Facebook Ads 

Real estate is more about visual presentation. With an increasing number of people moving on to online search for houses, it’s best if you also take your business to social media platforms. Statistics show that Facebook has the most leads that are interested in real estate. 

real estate social media statistics

Facebook Ads have proven to be one of the most useful tools for increasing conversion. These Ads also increase the response rate when an Ad appears to a prospect; they can directly connect with you. No other information or forms required. This may be the most direct communication mode one can have. 

With Facebook Ads, you can target a specific audience by their preferences and their location as well. Facebook’s geo-targeting tools help you locate a particular area so that you can offer listings area-wise. 

For example, if you want to target customers in the XYZ area, with the income of, let’s say, between 200,000 to $300,000, you can add in the details, specify if you want to reach a first-time buyer or renters, and execute your Ad.  

This narrows down your audience, and you can easily reach out to the interested prospects in no time! 

6.  Give a shout out on social media  

Social media is your runway; you can explore as much as you like, and there would still be something more for you. 

It suffices to say that this generation is closely connected to social media; whether it’s Instagram, Twitter, or Linkedin, they’re active on all platforms and engages with the right companies. 

You won’t believe the number of leads you can capture just from shout-outs on social media. A plethora of influencers has invested their time and effort in building informative content for their audience. 

Influencers such as Ryan Serhant, Fredrik Eklund, Josh Altman, and many others possess a great knowledge of the niche they’re working on, such as real estate. So in this scenario, they provide not only information about houses but also the locality, interiors, weather, and much more. 

In return, this makes their audience build solid trust. If you want to capture more leads, you can get shout-outs from these influencers and bring more genuine leads to your pocket. 

7. Leverage YouTube

Videos are highly influential tools for the real estate industry. And Youtube being the main resource for videos across the globe, you have a chance to create something that will drive the audience from the platform. 

Now, you know that you won’t be getting direct leads from Youtube. But what you can do is create a Youtube channel that matches your website and offers in-depth videos and content to your buyers. When a person is interested in purchasing a house, they won’t directly close the deal. 

To give a detailed view of the house surroundings to your client, Youtube is the ideal platform. For this, you can create videos of the neighborhood of the property listed on your website, the interviews of the locals, so it paints a clear picture in your prospect’s mind. 

You can also provide insight into the real estate market, whether the prices of properties are likely to increase or decrease, when is the right time to invest, etc. 

While you’re creating a Youtube video, ensure that you focus on only one topic per video. 

For example, if you’re discussing the market trends, you don’t have to include how they can purchase a house or process a housing loan. Instead, create different videos for different topics so it gives your audience variety. So, you can target a specific audience with each video you publish. 

Final thoughts 

If you want to scale your business, you must follow these strategies. With simple and easy tweaks around your daily tasks, you can accomplish much more and get more clients. Using a CRM is essential for every company, and realtors especially need to use the CRM so that they can manage every deal and contact with ease. If you want more information on sales pipeline management, read the blog Sales Pipeline Management Tips for Real Estate Brokers  

Being an ardent reader and content editor, Jainy draws inspiration from every situation and story. She spends her time developing creative content to invoke the reader's interest. An ambivert with an interest in art, when she's not writing, you'll find her reading or occupied in a creative project.

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