With the fierce competition in the real estate industry, lead generation strategies can help you stoke the interest of homebuyers and turn them into actual buyers.
With consumers constantly bombarded with information and white noise on the Internet, it is difficult, but not impossible, to stoke their interest. And for real estate brokers, it becomes even more challenging because of the fierce competition in the housing market.
According to a recent report by the National Association of Realtors, its members have reached 1.46 million, a number that represents the tough competition you’re now facing.
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Lead Generation: Stoking Your Target Market's Interest
Using lead generation as the focal point of your digital marketing strategy is the first step to make yourself stand out from the competition. In a nutshell, it is a combination of tactics to initiate consumer interest in a product or service and turn them into actual buyers.
Meanwhile, a “lead” is a potential customer who has shared his contact details, which indicates his intent to do business with you.
To demonstrate how lead generation works, imagine that there is a first-time homebuyer who is looking for financial options. Posting a blog that “answers” his questions is one surefire way to stoke his interest and “readiness” to do business with you.
Other Lead Generation Tactics
Blog posts are not the only thing you can do to coax someone to do business with you. Lead generation strategies also come in other forms such as ebooks, newsletters, infographics, video tutorials, or practically any content that appeals and provides “real” value to your target market.
Unlike blog posts, gated content is only accessible once your potential customers fill out a lead capture form, which generally asks for their email address. They give their contact details in exchange for guides, reports, ebooks, white papers, online tools, and worksheets.
The most effective lead capture forms only “ask” 2-3 questions–email address, name, and phone number. If you go beyond this number, you run the risk of appearing too intrusive that puts off most online users.
Depending on your marketing purpose, you may decide to collect other information such as the interest level, time frame to buy, and preferred home design. Again, proceed with caution when asking additional questions because they could create friction in the buyer’s journey.
Using chatbot is one way to automate your marketing effort in which you use software that simulates human [written] conversations. Contrary to popular belief, today’s programs give human-like replies thanks to their data-driven and interactive design.
In addition, some chatbots are designed to simulate natural language and “learn” and “adapt” based on the customers’ profiles and past behavior. These “digital assistants” can also anticipate the needs of people and provide relevant recommendations.
A recent survey suggested that discounts and coupons could persuade 80% of consumers to buy from a brand even though they were not familiar with it, and make a purchase even if they were not part of their original plan.
In the real estate industry, discounts may be a great way to coax homebuyers to make a bigger down payment (20% or more).
Paid Social Media
Among dozens of social media platforms, Facebook is arguably the most powerful tool thanks to its use of big data, allowing marketers to target the most qualified leads based on their demographics and online activities–i.e., likes, groups, visits, searches, engagements, comments, etc.
Instagram, which is a Facebook subsidiary, is another effective social media tool to generate leads. Just like its parent company, it also uses targeting options that allow marketers to reach out to their customers, both on a macro and micro level.
Top of Funnel Keywords
Top of funnel keywords are the searchers of customers early on the buyer’s journey, meaning they have not made up their minds. For example, if someone is beginning the hunt for a suburban home, the most relevant keywords and phrases might include the “benefits of suburban living,” “financing options for homebuyers,” and “save money for a house down payment.
Design your real estate website in a way that your visitors can easily find your “lead magnet,” which is the free stuff, e.g., ebook, free consultation, and worksheet, that encourages them to share their contact details.
A website focused on lead generation has these following features:
- It has a lead generation pop-up.
- The lead magnet, also referred to as call to action or CTA, is visible on the primary homepage.
- The lead magnet is visible in the sidebar, which is a column placed on the left or right side of the webpage’s main content area.
- Every blog post and page should end with a relevant lead magnet.
- There is a “hello bar” visible at the top or bottom of the webpage.
As part of your top-of-mind awareness campaign, your newsletter must contain information that provides real value to its readers. So when the time comes that they are ready to buy a property, they will think of you as their go-to real estate broker.
Newsletters often include special offers, new blog posts, recommended properties, upcoming events, and updates.
Webinars provide you a unique opportunity: You can help homebuyers understand the benefits of buying properties from you. Also, through real-time discussions, these platforms can allow you to build personal relationships with your leads.
You can offer both live and recorded webinars to generate and nurture leads.
Final Words About Real Estate Websites: Stoke Homebuyer’s Interest with Lead Generation
Brand positioning is the process of creating a space for your brand in the minds of your target audience and existing customers, allowing your business to differentiate itself from the competition.
Also, it defines how people perceive your brand against other companies that also offer the same product or service. Consequently, it can justify your pricing based on the customer’s perceived value of your product.