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real estate lead generation

Real estate lead generation is arguably the most talked about topic among industry professionals.  Everyone seems to have trouble with it.  And there are PLENTY of people out there selling some pipe dream lead generation bull shit product or service.  You see, I don’t think you should pay for your leads.  At least not in the way most agents are these days.

Regardless of where you’re at in your business, chances are good that you’re open to more leads, right?  And chances are also good that you’ve heard of services like Realtor.com, Zillow, and the like that will happily take your money promising leads.  The problem I have with this system is that it’s a dollar store product with a Chanel price.  You see the leads you get are from people who you don’t know, who don’t know you, and you have no idea how ready they are to make a buying or selling decision.

That’s not a good lead.  So why should I PAY for it?  Well I don’t.  But I WILL tell you what I do believe in when it comes to real estate lead generation.  There are a few ways that anyone can generate leads for free or next to nothing.

AUTOMATE YOUR EMAILS

A huge part of real estate lead generation is keeping in touch with your sphere on a regular basis.  But this becomes harder to do if you’ve properly grown your database to a healthy number.  You can use a service like MailChimp to create an automated email sequence for new leads, past clients, or whatever you’d like so that you can properly nurture new leads and stay in touch with past clients.

Another email automation idea is to schedule emails to go out to everyone in your sphere around specific holidays like 4th of July, Thanksgiving, and Memorial Day.  This way you’re dripping on your sphere and staying at the top of their minds without asking them for business, referrals, or the like.

Most real estate specific CRM platforms also offer templates for such emails which is worth the price of the product alone.  The pre-drafted emails are written by professional sales copy writers and boy do they convert!  Take some time to research real estate CRM platforms if you don’t already have one that you pay for.  Most of them have lots of other capabilities that you could benefit from as well.  I personally use Contactually.

SCHEDULE YOUR SOCIAL MEDIA POSTS AHEAD OF TIME

Real estate lead generation is all about staying in front of your audience.  And there’s no debate that most of your audience is on social media.  In fact, about 54% of people’s cell phone use is on social media platforms.

With those kinds of numbers, you cannot afford to go MIA on social media channels.  It’ll be best if you can figure out the top two platforms your target audience is using the most and focus on mastering those first.

It’s not a bad idea to go ahead and reserve the same username on all social platforms right away, even if you don’t plan to post content to every platform at this time.  Creating a uniform username across all platforms will build brand recognition and help your audience find you easily.

The ONLY way that I can keep up with a consistent social media content strategy is if I batch my content creation and schedule my posts ahead of time.  You can do this with your Facebook posts right within Facebook.

Simply click the small arrow next to ‘Publish’ and choose ‘schedule’.  You can then choose a date and time you want that content to be published.  It’s pretty sweet!  Here’s what it’ll look like…

real estate lead generation

There are  plenty of social media scheduling platforms to help you do this with your Twitter, Instagram, LinkedIn and other social media posts.  I personally use HootSuite.  It lets you customize your dashboard and see likes, comments, scheduled posts, published posts, and pretty much any metric you’d be interested in seeing.

NEVER FORGET A BIRTHDAY

In THE ROOKIE AGENT I teach how important it is to create meaningful relationships with not only your past clients but with your entire sphere.  This is the case because your sphere serves as the feeder into your real estate pipeline.

And in order to keep your real estate pipeline full and your lead generation efforts converting at a high level you need to connect with your sphere in a meaningful way.  The best (and easiest) way to do this is to send each of them a Birthday card in the mail.  It’s super easy to get the birthdays of people in your sphere from social media sites like Facebook.

In fact, here’s a tutorial on how to do just that.  Once you’ve got the Birthday’s into your calendar, create a reminder each day to check on upcoming Birthdays and mail out physical cards about 3 days prior to the big day.

OPEN HOME PRO

Open Home Pro is an app that allows your open house guests to sign in on your electronic device.  It acts much like a landing page would on a website.  It quickly and seamlessly gathers the guests most valuable contact information.  And that allows you to stop worrying about how you’ll get that email address.  Simply hand them the tablet and start chatting with them about the property.

The app also allows you to set up an automated email that goes out to each guest immediately after the open house.  This is HUGE because prompt follow up is key if they’re hitting up multiple open houses in one day, (which they usually are).

While the guest is signing in it asks important questions like, “do you have an agent” or “do you have a home to sell” and it spits out a list of the “hot” prospects for you so you know where to focus your efforts after the open house.

OPTIMIZE YOUR EMAIL SIGNATURE

Think about how many emails you send out in a day.  LOTS.  The answer is lots.  It’s smart to include in your email signature a referral ask.  Something to the effect of, “I’m never too busy for your referral”.

Be sure to also include a link to share your contact information easily with their friends or family.

DON’T BE A SECRET AGENT

It’s amazing to me how many agents just don’t feel like they need to tell everyone that they’re in real estate.  They think because of the work they’re doing behind the scenes that it’s obvious to everyone.

Well it’s not!  It’s your job to tell, and REMIND, everyone you meet that you’re in real estate.  Now there are lots of SUBTLE ways to do this without being a walking infomercial.

  • Buy a Realtor pin for each scarf or coat you have.
  • Drop a business card everywhere you have to sign something.  Leave one for your waiter, your dentist, your nurse, etc.
  • Slap a Realtor sticker on the back side of your laptop and work remotely at a high traffic coffee shop or outdoor restaurant once a week during the lunch hour.
Jenna Martindale

Jenna Martindale

Jenna Martindale teaches online courses and workshops for new + experienced real estate agents who want to enhance their skills, grow their business, and live the life of their dreams.She believes it’s always the right time for coffee and that if there's a heaven it's a pool filled with golden retreivers.
Jenna Martindale