Proven Strategies: How Real Estate Agents Get Leads

In the competitive real estate industry, agents are constantly searching for new and effective ways to generate leads. With the rise of digital marketing and social media, the lead generation landscape has changed dramatically in recent years. Implementing the right lead gen strategy is crucial for agents looking to grow their business and increase sales. This article outlines time-tested tactics that successful agents utilize to capture leads on a consistent basis.

Content Marketing & Blogging

One of the most powerful but overlooked lead generation tools is content marketing and blogging. By regularly publishing useful, relevant content, agents can organically attract homeowners and homebuyers to their brand. Whether through a company blog, YouTube channel, podcast or social posts, educational content addresses consumers’ questions and establishes the agent as a trusted source of information. For example, an agent may publish FAQs on topics like “How to Price Your Home” or “First-Time Homebuyer Tips”. This content gets found by searchers online and converted into lead opportunities over time. Dedicated blogging platforms also allow readers to subscribe for email updates when new content is released.

Social Media Presence

In today’s digital world, maintaining an active presence on social media platforms is non-negotiable for capturing real estate leads. According to the National Association of Realtors 2021 Profile of Home Buyers and Sellers, 42% of recent homebuyers found their agent through a social network. Platforms like Facebook, Instagram and YouTube allow agents to distribute listings, market reports, neighborhood tours and other content to engage homebuyers and sellers where they spend time online. Agents should focus on growing targeted, local followings on 2-3 platforms versus spreading thin across many networks. With built-in analytics, social media also makes it easy to track engagement and leads generated.

Networking & Referrals

While technology opens new lead generation avenues, in-person networking remains a tried and true strategy. Attending local real estate association meetings, charity events, open houses and other gatherings provides the opportunity to connect face-to-face with potential clients. Agents should always come prepared with business cards, listing materials and a 30-second elevator pitch about their services. Following up quickly with new networking contacts is also key to converting interactions into real relationships. According to NAR survey data, ∼50% of homebuyers found their agent through a referral from a friend, neighbor, or relative. Performing exceptional work for every client ensures more word-of-mouth recommendations will spread organically.

Host Educational Events

Hosting free informational seminars or workshops related to real estate allows agents to establish credibility while identifying new leads. Topics could cover the home selling process, how to invest in rental properties, mortgage education, home staging tips or other areas of value. To drive attendance, agents can promote the events across their online platforms and via email outreach campaigns. They may also partner with complementary local businesses like lenders. mortgage brokers or home inspectors. Refreshments should be served to make the atmosphere more inviting. Make sure to capture lead information through registration and follow up accordingly after the event.

Search Engine Marketing

Given that 96% of home searches start on the internet according to NAR, search engine visibility is required to compete. Search Engine Marketing (SEM) refers to paid advertising programs through platforms like Google that enable companies to appear at the top of search results pages. Two main SEM components include pay-per-click (PPC) text ads and display ads. With PPC, advertisers bid on keywords relevant to their target customers like “Miami real estate agent” so their ads appear when those phrases are searched. Display ads leverage re-targeting pixels to serve visual banner ads across the web to prospects who previously visited your site or listings. SEM requires an ongoing budget and testing strategy but drives targeted website traffic 24/7.

Drive-By Prospecting

For agents based in residential neighborhoods, an easy way to generate leads is simply prospecting nearby homes with the drive-by method. Target older homes that appear dated on the outside or have obvious repairs needed. Jot down addresses and names of owners then look up the property records via online databases. Mail or hand deliver letters of introduction offering your services should they have interest in selling soon. You can also outline incentives like free home valuations and local move discounts to sweeten the deal. While most letters may not convert right away, planting seeds in your surrounding farm area leads to listings over time.

Conclusion

Lead generation is the lifeblood of growing a sustainable real estate business. Incorporating traditional networking and referral cultivation with newer digital marketing and social media tactics enables well-rounded lead capture. Testing response rates with different strategies and ensuring effective follow up processes are also key. With time and consistency, agents can build a sizable database of buyer and seller prospects to fuel their sales pipeline month after month. The most successful agents never stop adding new contacts and lead sources to their rotation.