Ahhh, real estate leads –– the lifeblood of your business. Every broker knows they’re essential, especially when inventory is low. But it’s important to strike a balance between digital and personal lead-gen practices, keep things fresh, and avoid relying on any one magic bullet.
While cutting-edge tech is a crucial part of your real estate marketing toolkit, your personal touch and expertise create connections that can foster leads for a lifetime.
At Weichert, we urge affiliates to commit time every day to building up their database –– and ensure that agents develop the same good habits. Whether it’s by direct mail, social media, a phone call, or a text, consistency is what matters most.
Here are 10 tips to help you pull leads from every direction as the market continues heating up.
1 Get smart
Invest in a smart CRM that’s a lead-generating powerhouse for high-quality, self-generating leads. We chose a technology platform that delivers custom IDX-ready websites, AI-driven follow-up campaigns, and a host of selling tools that make it easy for agents to generate leads online and via email, text, and social media. With behavior-tracking tools, automated campaigns, and recommended actions, we’ve got our finger on the pulse of client needs to make the most of every lead that crosses our path. Sure, it’s an investment, but it’s absolutely essential in today’s tech-driven environment.
2 Be FIRST
As every broker knows, the majority of sellers –– 77 percent according to recent reports –– contact only one agent when they’re ready to put their house on the market. The same is true of buyers (73 percent interview only one real estate agent). To be first is to be highly visible. While your amazing CRM should do the bulk of heavy lifting, your personal brand should be coming through loud and clear across social media and every personal and digital touchpoint. Even when you’re “off the clock,” sporting branded gear can spark conversations at the check-out line, the gym, the dog park, and virtually anywhere the day takes you.
3 Focus, focus, focus
Your time is valuable, so why not focus on the top three lead-generation activities that bring you the most closed deals? If you’re not sure what they are, you may be missing major opportunities for growth. As a broker-owner, it’s important to stay laser focused on high-level business objectives, agent development, and meaningful metrics. Having a bird’s-eye view of key data points you can share with your team will also help them focus on activities that deliver solid returns. It’s been said before, but it’s worth repeating: Working on (not in) your business is what sets top producers apart from task switchers. Get crystal clear and double down on what works.
4 Be a digital dynamo
There’s nothing worse than disappointing a prospect with a dud of a website (or social media presence). Make sure every digital encounter with your brand brings something of value to buyers and sellers: the quality of your photos, the clarity of your messaging, the polish on your digital listing presentation. Even if prospects didn’t find you online, they’ll soon be following up there. Your digital presence is a reflection of your personality and professionalism. Never lose a lead (or a talented agent) with outdated digital assets.
5 Dump the time wasters
Now that you’re laser focused on lead-gen activities that do pay off (see tip 3), don’t be afraid to dump the ones that have you spinning your wheels. Apply the Pareto principle –– commonly known as the 80/20 rule –– to stop wasting time and money on lead-gen activities that rarely pan out. Best of all, you can use this time to explore new strategies that may deliver better returns. That said, be careful not to write off leads that are early in the process. Nurturing leads is a long game that takes patience and consistency.
6 Go from “agent” to “advisor”
Anyone can sell a house or two. Encourage your agents to realize their full potential as advisors that can help families build wealth through smart real estate decisions. Agents who become a trusted referral resource for contractors, designers, landscapers, carpenters, and other industry professionals can easily stay connected to prospects year-round. In addition, agents who network with non-industry professionals like accountants and mechanics can share referrals when appropriate. These mutually beneficial relationships make the world go ‘round (and can boost real estate leads organically).
7 Break out of old routines
If you’re seeing the same faces at every work and leisure activity, it’s time to branch out. Instead of attending the next real estate mixer, sign up for something outside of familiar circles. Whether it’s real estate adjacent like an interior design workshop or in a completely new sphere, you’ll forge new connections and gain some added exposure. The good news is, wherever you go –– at least in America –– people will ask what you do. Be a source of interesting anecdotes and useful information.
8 Become a content creator
Buyers and sellers are falling into real estate rabbit holes around the clock. They check out one listing and end up scrolling for hours. Meet them where they are with fresh content that surprises, entertains, educates, or just offers a sense of assurance. There’s no need to become a YouTube sensation, just an expert in your field with something to share like a webinar, checklist, or e-booklet. You might contribute to a real estate blog or ask happy clients to share their stories in a five-minute video. The goal is to bring some humanity to a process that can be overwhelming. Let your image, voice, or point of view make an impression.
9 Say it via video
We share Weichert success stories through video for a reason –– it works! According to Optinmonster, video marketers get 66 percent more qualified leads per year. As more and more people consume content through video, it’s time for agents to jump in. It can be scary at first (isn’t every new venture?), so focus on the positives:
- You can’t be everywhere at once, but your videos can. There’s simply nothing that brings your message to life more fully in your absence.You can experiment with different settings, formats, and lengths to see which videos perform best.You can mix it up with engaging content, home tours, facts and figures about your community, interviews with neighborhood business owners, or any estate-related topic that people love to consume and share.You can test new strategies with minimal investment. Go “live” on Facebook or Instagram before a listing goes up to give prospects a sneak peek. See how people respond.Clients love it, so take the plunge and just have fun.
10 Count on karma
Remember, real estate leads can come from anywhere –– and they do. Becoming a familiar face in the community who’s a force for good goes a long way toward building relationships. You might host a workshop for first-time homebuyers. Sponsor a pet adoption, sports team, or 5k. It doesn’t have to be a stretch. The best approach is to parlay genuine interests into business opportunities. Call people in your sphere on special occasions like birthdays, anniversaries, or other milestones. And consider sending handwritten thank-you notes and small gifts for referrals. These little gestures have a way of perpetuating goodwill.
Real estate lead generation is an ever-evolving art and science. That’s what makes it exciting! At Weichert, we do everything we can to arm brokers and agents with the tools, technology, and resources that help them understand who their prospects really are. From there, it’s just consistency and good old-fashioned follow-through that closes the deal.