Having a game plan for generating real estate leads is essential for agents that want to win. Here’s our playbook.
With so many ways to generate real estate leads, it can be tough to figure out where to start. Establishing a healthy lead pipeline is one of the most critical components of getting your real estate business in the game, and we’ve got seven strategies to help your lead gen moves go from benchwarmer to star player. We’ll walk through them on their own, then show you an example plan for how you can layer several of these real estate lead generation strategies into a mega-productive week.
1. Pay to play in the big leagues
Paid ads (Google’s Pay-Per-Click (PPC) or Facebook Ads) are one of the quickest, most straightforward real estate lead generation strategies to get your name and listings in front of potential buyers or sellers. PPC campaigns can target specific searches (e.g., “buy a home in Dallas”), while Facebook Ads target users based on demographics, interests, and behaviors.
Pros:
- Immediate results: You’ll start seeing traffic to your site almost instantly.
- Highly targeted: You can choose exactly who sees your ads based on location, income, behavior, and more.
- Scalable: You can adjust your budget as needed, making it perfect for any agent size.
Cons:
- Costly: PPC can get expensive, especially in competitive markets. According AvenueHQ, the average cost per lead across the real estate industry is $116, but this can vary depending on your location and competition.
- Time consuming: You’ll need to consistently tweak and optimize your campaigns.
Best for: Agents who have at least some budget for marketing, and also enjoy working with numbers. If you’re tech-savvy and comfortable with analytics, this could be a great fit for you.
2. Pass value with engaging content (blogging, podcasts, videos)
Writing blog articles, creating YouTube videos, or recording podcasts allows you to provide value to potential clients and show your market expertise while subtly selling your services. For example, you could publish a blog post about “The Top 5 Mistakes First-Time Homebuyers Make,” or start a youtube series interviewing local business owners to unveil neighborhood gems and show your local knowledge.
Pros:
- Long-term benefit: Once your content ranks on Google or gains traction on YouTube, it can continue to generate leads for months or even years.
- Builds authority: You position yourself as an expert in your market.
- Low cost: Other than time, content marketing is relatively inexpensive.
Cons:
- Slow burn: It can take a while before your content starts generating leads.
- Time-consuming: Writing blogs or recording videos consistently takes considerable effort.
Best for: Agents with a passion for teaching others in front of a camera or behind a podcast mic are perfect for content marketing – as long as you don’t mind waiting for results.
3. Catch referrals for quick wins
If you do a great job for your clients, they’re sure to put you in the game for transactions down the road. But if you don’t ask them for referrals to earn as much future revenue as possible from your hard work, you’re missing out on big business.
Referrals are one of the most effective real estate lead generation strategies because they come with built-in trust. Encourage past clients to refer you to their friends and family – go ahead and directly ask them for it! You can also network with other real estate professionals like mortgage brokers, contractors, and local business owners who can send leads your way.
Pros:
- High conversion rate: Leads from referrals tend to trust you more and convert better.
- Free or low cost: Outside of possibly sending a thank-you gift, referrals cost nothing.
- Builds a strong reputation: The more referrals you get, the more credible you become.
Cons:
- Unpredictable: Referrals can’t be “scaled” and might not come consistently.
- Slow to build: It takes time to build a large referral network.
Best For: Agents with a solid client base or those who excel in building personal relationships.
4. Drive your leads home with an open house
Open houses aren’t just about selling the property you’re showing – they’re about meeting new potential clients. Hosting regular open houses, even for properties that might not sell fast, can bring in buyers who are still in the market.
Pros:
- Great for face-to-face interaction: You can meet potential buyers and sellers in a relaxed setting.
- Immediate leads: Visitors to the open house are often in the market for a home.
- Promotes your listings: It’s another chance to show off properties you’re selling.
Cons:
- Time-consuming: It requires preparation, setting up, and dedicating your weekend.
- Can be hit or miss: Not every open house will attract a large crowd.
Best for: Agents who enjoy in-person interaction and have listings they can show off.
5. Call an audible – go back to basics
Old-school methods like cold calling or door knocking may not be glamorous, but if you’re charming enough to connect quickly and resilient enough to handle some no’s, they can still powerful lead generation strategies for real estate real estate lead generation strategies. With cold calling, you can target expired listings or FSBOs (For Sale By Owner). Door knocking, on the other hand, allows you to introduce yourself in person to homeowners in your target area.
Pros:
- Direct and personal: You’re reaching out directly to homeowners.
- Low cost: All you need is a phone or a pair of shoes (although it helps to bring sleek marketing to leave behind for any homeowners you chat with in person).
Cons:
- Time-intensive: It takes a lot of time to call or visit enough people to generate leads.
- Rejection: You have to be thick-skinned and ready to hear “no” quite often.
Best For: Agents who are persistent, self-motivated, and comfortable with rejection. If you don’t mind putting in the work, this method can pay off.
6. Get in the red zone with social media
If you’re looking for real estate lead generation strategies that don’t feel so serious, social media can be a great way to show off your personality, grow your business, and have a little fun at the same time. Using platforms like Instagram, Facebook, and LinkedIn can be a great way to get in front of potential clients and tee you up to connect about their real estate needs — without necessarily spending a dime. Posting valuable content, engaging with your audience, and building relationships online pays dividends when you do it with consistency, attracting a following that turns into real listings down the line.
Pros:
- Free: There’s no cost to post or engage with your followers.
- Builds a personal brand: Social media helps you build a recognizable brand.
- Fun: You can showcase your personality and get creative with your content.
Cons:
- Time-consuming: You need to consistently post and engage to build a following.
- Slow: Like content marketing, organic social media takes time to build up.
Best For: Agents who are active on social media, love creating content, and enjoy interacting with people online.
7. Execute the play with a CRM
Having a CRM (Customer Relationship Management) system, like MoxiEngage, in place allows you to automate lead nurturing and stay on top of follow-ups. For example, you can use automated emails, texts, or even direct mail campaigns to stay in touch with leads over time.
Pros:
- Automates follow-ups: No more missed opportunities or forgotten emails.
- Personalized communication: You can tailor your outreach based on client behavior.
- Keeps you organized: No more juggling spreadsheets or sticky notes.
Cons:
- Setup time: Setting up a CRM and learning how to use it can take some time.
- Requires regular updating: You need to input lead information and notes consistently.
Best for: Agents who are detail-oriented and want to streamline their lead generation process. CRMs are particularly useful for agents who are juggling a lot of leads at once.
Full-court press: A 7-day schedule that puts it all together
Here’s how you can layer these real estate lead generation strategies into a power-packed week that’s sure to drive growth:
Monday: | Morning:
Afternoon:
|
Tuesday: | Morning:
Afternoon:
|
Wednesday: | Morning:
Afternoon:
|
Thursday: | Morning:
Afternoon:
|
Friday: | Morning:
Afternoon:
|
Saturday: | Morning:
|
Sunday: |
|
Scoring big in the game of real estate starts with finding the right real estate lead generation strategies that align with your style and putting them into practice. Whether you prefer the blitz of cold calling or the strategic drive of content marketing, there’s a play here for every type of agent. By layering these tactics and executing your game plan consistently, you’ll set yourself up for consistent future wins.
