The real estate industry is highly competitive. With the ever-growing competition, technology-centric development, customers’ demand, and regulations & rules, it can get challenging to market & sell real estate properties. However, among all, getting potential prospects as leads and turning them into paying customers is the biggest challenge affecting the ROI directly.
CRM software company Hubspot estimates that around 61% of marketers have reported real estate lead generation as their biggest real estate challenge. The hurdles come in the form of capturing leads, segmenting who is the right fit, who is motivated to make a purchase, and who is ready to buy or engage with the service. While all these leads can be captured online, the real task is converting them into qualified ones.
Keeping all these challenges in mind, we have come up with the top 10 real estate lead generation strategies that will help businesses to engage the maximum number of prospects and convert them into paying customers.
- Understanding Goals, Platform & Content
- Setting Up an Effective Ad Campaign
You must set realistic goals for your business before you market your properties in front of thousands of people. These goals must be achievable and must be formed according to the SMART principle — Specific, Measurable, Attainable, Relevant, and Time-bound. A simple example of setting a realistic goal would be deciding on the number of real estate leads over the course of a particular time.
Once you have drilled down your goals, you then come down to choosing a real estate marketing platform that works best for you. While Facebook and Google ads will serve your marketing aspects better, there are other platforms that you can choose as per your needs & requirements. LinkedIn, Taboola, Google Banners, and YouTube, amongst others, are examples of great platforms that can be utilized to a greater extent.
After you are done with planning, you can focus on the content that you are going to deliver in order to improve real estate sale. Your marketing content must be precise, grab the users’ attention, and give them something no competitor provides. Some aspects you need to factor in are; writing catchy headlines, presenting relevant information, and including actionable CTAs.
In real estate marketing, with the right campaign, you will inform customers of your product or offerings. Your campaign must be set in a way that captures prospects’ attention and entices them to use your product or service. Irrespective of your platform and marketing channel, your communication must be clear and consistently in line with your products’ designed goals.
Here are some of the pointers that will help you set up a good campaign:
- Display your USPs
- Give them offers
- Offer benefits over advantages
- Taking aspiration, emotional angle
- Powerful CTAs
- Create Urgency
- Build word of mouth
There is a multitude of factors that can help you set up a good campaign. The above-mentioned would be adequate for starting out.
A website is an effective place for real estate developers to showcase their properties. A visual-driven landing page with clear communication can generate a lot of leads for a real estate business.
While visual-driven graphics and compelling copy will surely help, you can increase your chances of getting leads by using lead magnets through live chat or offering a valuable gift in exchange for an email or a phone number. These magnets can be downloading floor plans, getting exclusive offers, and asking for email IDs through chatbots before answering any questions.
Further, your website can be extended to having testimonials, blogs, media links, and social media links to increase lead generation chances.
Social media grants real estate businesses the power to dive into the minds of customers and deliver the very information they want. However, its selection will depend on the initial stages of deciding on the platform. Businesses can use social media to:
- Create catchy, visual-driven images on Instagram
- Attract traffic from LinkedIn
- Create a custom audience on Facebook
- Micro-blog updates on Twitter
Another significant advantage social media offers is the understanding the customer sentiment to learn more about their preferences. Customers can be engaged quickly and easily with every question or query answered.
Your complete control over data metrics & analytics will open doors to understanding customer sentiment and optimising your real estate marketing campaign as you proceed with your objectives.
With website analytics, you get to learn a lot of information about which users are visiting, how much time they spend on your landing page, which section they interact with the most, and whether they are clicking on the CTA. The same extends to your ad campaign, real estate sales, email marketing, and how your ads are performing. With detailed information, you will learn, evaluate, track, and optimize your content to increase the chances of people enquiring.
Nurturing is important as it can directly make up the mind of the customers to make a deal. With the right set of drip emails, you build trust with your customers and let them know you care about them and are not just there to complete transactions.
The following are some ways to lead to effective real estate lead generation.
- Leverage targeted content
- Use multi-channel techniques
- Focus on multiple touches
- Timely follow up
- Send tailored content
- Prioritise using lead scoring
- Align sales and marketing strategies
This refers to a free kind of marketing where a customer refers your product or service to his friends, family, and others and convinces them to engage in the same service. As per stats, this is one of the powerful forms of advertising as more than 90% of people trust recommendations over any marketed content.
Word of Mouth marketing is a direct result of:
- Delivering exceptional service
- Giving exclusive services
- Providing good after-sales service
- Offerings gifts & rewards
Real estate businesses can encourage WOW marketing with a host of special offers & discounts on referrals and providing good post-sales services.
As stats point out, real estate lead generation comes off as a significant challenge when marketing and making real estate sales. However, with the help of technology and a detailed plan, the hurdles can be overcome easily. Real estate businesses can use the above-mentioned strategies to generate qualified leads and turn them into paying customers.
At the same time, real estate businesses can take the help of a full-fledged PropTech Ecosystem such as BeyondWalls to generate leads without much effort.