Generating real estate leads online is a daunting task for many real estate agents who may not know where to start. When it comes to finding leads and bringing in new business, online technology is a fantastic tool. In this article, we bring you seven actionable ways you can start generating real estate leads today:
1. Real estate website
Bee Raleigh Realty, our website generates more than 30,000 web visitors per month and often ranks above the national billion-dollar companies such as Zillow, Trulia, and realtor.com for many popular searches. See the image below for an example of a new home that has just come on the market.
Your real estate website is the foundation of your online lead generation. It’s an opportunity for you to provide value and give your web visitors a chance to interact with your brand. Your website is not a chance for you to talk about how great you are as a real estate agent. This is where many agents make a mistake. Consumers don’t care how awesome you are; they care about how much you can help them.
Your website is an opportunity for you to provide value to consumers who have specific needs. Whether it’s searching online for houses for sale, finding information about neighbourhoods/schools or simply getting advice on buying/selling houses.
2. Real Estate Blog
Building an online lead generation strategy is very similar to building a house. If your real estate website is your foundation, then your blog is the framing. Your blog has the potential to be a major web traffic generator. It gives you the power to help real estate prospects who search the internet for information. For example, we write articles that provide local information about living in Raleigh, the best neighborhoods to visit, etc. On the other hand, we write articles that provide general buying information, such as ’10 steps to buying a home’. Both types of articles serve a purpose.
One of the reasons blogging is so important is that it will help increase your general domain authority. Your blog becomes the vertical that ensures your website is seen as an authority online.
There are a million people who claim to be SEO gurus, and yet only 10 websites appear on page 1. Do your homework on the people you ask for Real Estate SEO Advice. For my real estate business to generate leads online, we recognized “homes for sale Raleigh NC” as the most searched keywords (4,400/monthly). We are currently in 7th place and working our way to the top of search engine results pages (SERPs).
Some searches will return high volume and some searches will return lower volumes but a higher willingness to buy. For example, “best real estate agent in Raleigh, NC” is not a search that generates a lot of search traffic, but it does bring in many people who have an immediate need for our services because they are actively shopping for the “best real estate agent.”
4. Social Media
Your content is only as good as the number of people working on it. One of the main ways to promote the content you create, be it written, visual, audio or video, is through social media. This means that you need to be actively involved on social channels and work on building followers.
I spend most of my time creating content, managing my website or working with clients. This leaves little time for social media, the excuse many brokers have. Fortunately, you can control social media using processes and systems. A tool like Buffer can help you set up your messages throughout the day. All social media apps work on mobile devices, so if you have time between appointments, you should actively contribute to the online conversations.
Influencer reach is a great way to help you explode on social media. Connect with Raleigh Realty on all social media channels and you can see how I interact with other influencers.
— Raleigh Realty (@Raleigh__Realty) September 19, 2017
5. Video Content
Video is the ultimate form of content, engagement and conversion. Do you want to generate real estate leads? Make hundreds of videos and post them everywhere, and watch you explode with growth. If you take the most popular real estate blogs and turn them into short, well-produced videos, you are going to generate a lot of fans!
Set up a YouTube channel, because YouTube is the most popular search platform after Google. Make sure to use Facebook ads to spread your message. And if you want to take it one step further, Facebook Pixels allows you to retarget specific people who were already on your website.
How do you set up Facebook Pixels for your real estate website? It’s easy. Go to Facebook Ads, find your retargeting pixel code and place it in the header of your website. This should take no more than 15 minutes. If this is the case, ask your web provider for help.
6. Facebook Retargeting
What many people don’t understand is the return on investment (ROI) of Facebook ads. Combine that with the fact that you can retarget people who have expressed an interest, and the potential is amazing. There’s only so much space in people’s news feeds, and prices per engagement won’t be that low for long. Facebook ads are comparable to Google Pay-Per-Click, which once had the largest ROI of any digital marketing. Pay-Per-Click ads still work great, but they’re not as affordable as they once were before bigger companies started buying into the space.
If you are going to generate real estate leads online, you should focus on Facebook. You can create a million dollar business based on Facebook leads alone. There are plenty of people who don’t even use Facebook ads and just crush it with their network.
7. Affect Marketing
One way you can grow your business is by making connections with major influencers in the industry. For myself, I came into contact with 50+ real estate professionals who were focused on their online presence. We help each other with social media (likes, comments, shares, etc.). By sharing each other’s work, we build our audience exponentially.
You will also want to take advantage of this form of marketing as it can help you explode on social media. Once you explode on social media, everything else falls into place because you win social value, which has both direct and indirect benefits in terms of your ability to generate real estate leads through digital marketing.
Use the seven tactics described above to generate real estate leads and start growing your business today.
About the author
Ryan Fitzgerald owns Raleigh Realty and an experienced brokerⓡ in the Raleigh-Durham area of North Carolina. Sharing his real estate experiences to help buyers, sellers and other real estate agents is something Ryan loves to do. Connect with Raleigh Realty on social media to keep the conversation going!