For estate agencies marketing can present a number of challenges, especially in the crowded digital marketplace that we’re faced with in 2021. Even the most talented professional can struggle to harness the power of the best sales tactics when it comes to promoting their property services.
The key to success lies in effective lead generation for estate agents. After all, without leads for prospective clients, it’s impossible to get in touch with potential sellers or buyers and market effectively to their needs.
Why Is Lead Generation For Estate Agents So Important?
Lead generation couldn’t be more important for any estate agency marketing strategy to work. No matter how good an estate agent is at selling, they simply can’t close a deal without a strong lead to get them to that point in the first place.
A digital marketing campaign for lead generation involves stimulating the reader’s interest in the services offered by your estate agency. It isn’t only an essential element of the buying and selling process, but it’s also vital for preparing the business to be a success in the long-term. When estate agents know how to generate leads in digital marketing effectively, they can achieve success for their businesses at a whole new level, ensuring it continues to flourish over time with an ongoing stream of potential new clients.
How Do You Generate Leads In The Modern Age?
Lead generation is one of the tools that attracts clients to the estate agency in the first place. Without it, no estate agency business can succeed. At one time, leads were brought in through word of mouth or through traditional estate agent marketing channels such as flyers and radio ads. These days, though, the world has taken a very different turn, and lead generation is now primarily about knowing how to drive up website traffic and persuade would-be customers to leave their contact details and personal data.
Nowadays, estate agents will find that leads usually come from a mix of factors – traditional advertising, referrals, trade shows, and, of course, digital marketing. All of these can help estate agents to reach their goals. Leads can take a number of forms, from a comment on your Facebook social media pages to an introduction at a conference. Essentially, though, they all have the same goal – increasing the conversion rate from lead to prospect, from prospect to customer, and hopefully, from customer to long-term client.
All of this sounds simple, but there is one major issue – how to ensure the ongoing flow of customers and deals. The good news is that if you have in place an effective marketing strategy and harness the power of the best social media channels and website creation techniques, you can continuously attract a stream of qualified traffic to your website, resulting in an ongoing pipeline of new prospects that are ripe for conversion.
So, now that you know more about why this aspect of the digital marketing strategy for estate agents is so important, you need to know how to get more leads for real estate agents in practical terms. To this end, we’re providing you with some top tips to send you in the right direction for success.
Tip 1 – Utilise Social Media Sites
Social media is an extremely helpful tool when it comes to digital marketing campaigns for any estate agent. This type of platform is a highly effective way to reach out to your target audience, sharing valuable information and relevant ideas, local community news and helpful advice for property sellers and purchasers in your location alike. When you supply engaging content, others are likely to share it and so Facebook and other similar types of site offer a free content marketing solution with none of the cost associated with paid estate agent marketing strategies like PPC or Google Ads.
Furthermore, agents can use online tools like Facebook, Twitter, or Instagram to find a local audience with whom to interact and develop an ongoing relationship with. By reacting and commenting on posts, it’s possible to gain valuable links without the need to pay any money for additional standard marketing options like flyers or radio advertising.
For agents to truly make the most of this tool for their business, the key is to choose platforms wisely. Doing your research is paramount here. Free Google Analytics data will tell you where your local referrals and website traffic are coming from, and you can then focus on those. You can also use Facebook Ads as a way of expanding the reach of your brand. Using the Custom Audience feature will allow you to target users who are most likely to result in conversions and sales.
Tip 2 – Use Videos To Bring In Leads
If you ask any agency, it’s likely that very few have yet to benefit from the advantages that video can bring their business. However, making videos is something that every estate agent should certainly consider.
In fact, the property industry is one that lends itself particularly well to the medium of video. Creating videos of a property is a wonderful way to showcase its assets and is a fantastic plus for any prospective seller. Furthermore, online videos can showcase properties in a way that images alone simply cannot.
Not only can posting videos of the interior and exterior of properties help to make your agency website stand out from the crowd, but there are many other uses of video that agencies can take advantage of.
You can create and post short, high-quality videos on your brand website or Facebook page of any or indeed all of the following:
- Advice for both seller and purchaser including information about valuation, mortgage applications, and listing a property for sale on the market.
- Tips for home-staging and the moving process.
- Interior design tips and trends.
- Gardening and maintenance ideas.
- Information for tenants and landlords, such as what details to look for in a rental home or what obligations a landlord has to comply with.
- Tutorials and e-guides covering different aspects of how to buy and sell property such as how to exchange contracts or make an offer on a house.
- Interviews with business owners in the local area.
- Expert Q&A sessions with property or valuation experts, experienced landlords, mortgage advisors or conveyancers.
Posting these videos to your website will help to improve your Google ranking and will bring in more traffic to your site. Even better, they are likely to be shared online, giving you free advertising for your site and huge visibility.
Tip 3 – Create An Effective Long-Term Content Marketing Campaign
More people than ever before now turn to the web when looking for any kind of information. The Google site is their first port of call when looking for data and details on all subjects. Real estate information is no exception. This is why your website must be on the first page of the search engine listings, since websites that are ranked most highly naturally receive the most clicks.
Raising your online branding profile is, fortunately, not as difficult as it sounds. The key is to write blogs and website content that are high-quality and rich in keywords. Most importantly, each blog post on your website pages needs to offer the customer useful information they need to know and that provides answers to the questions they search for.
To maximise your success, you need to ensure that your content is consistent and published to your website regularly. It should also include both short and long form pieces. This will build up a regular audience of readers who want to know more about what you have to say, and who will keep your brand at the forefront of their minds in the future.
Tip 4 – Network
Networking is nothing new in the real estate sector, but it’s something that needs to be approached somewhat differently in the 21st century. Yes, you still need to get out there and talk to people at events and get on the telephone to prospects, but you also need to use digital strategies too.
Networking emails, for example, can play a vital role in picking up more custom, while setting up and maintaining an attractive and professional website will go a long way towards reassuring would-be clients that you are a reputable and trustworthy organisation.
Being engaged with your community is also important, not only through attendance at events and working with local companies, but also online by reviewing nearby businesses and by taking an active part in local internet groups and social media platforms.
Tip 5 – Localise Your Content
Most estate agency websites are aimed at clients in a specific area. This is why localising your content is so important. Failing to do this will end up attracting visitors who are outside your area and who will never contact you about your services. Using localised keywords such as nearby place names and producing area guides will help those in the vicinity to find you more easily on Google, and encourage them to use your agency rather than any of your competitors.
Getting Skilled Help
Although the generation of leads doesn’t seem to be too big a challenge, it can be an insurmountable task for busy agencies with other priorities. Hiring a team of skilled experts is, therefore, the best course of action. We can help you produce the impressive content you need to succeed in this competitive arena by providing quality content on-demand, so contact us today to learn more.