What is Funnel Marketing for Estate Agents? Here’s How to Do It

What is Funnel Marketing for Estate Agents? Here's How to Do It

Creating a marketing funnel for your estate agency is a crucial part of content marketing. With this marketing technique, you can win new instructions from sellers, buyers or landlords. And while not everyone that visits your blog will convert into a client, having an expert marketing funnel can provide a huge boost in your lead generation success.

In this article, we’ll explain what a marketing funnel is, give you an example of funnel marketing for estate agents, and tell you how to create a marketing funnel for your agency through content creation.

What is a Marketing Funnel?

Put simply, a marketing funnel is a process you create to generate leads and convert them into customers. This usually means taking people through the following four stages:

  • Becoming aware of the service you provide (awareness)
  • Becoming interested in the service (interest)
  • Wanting the service (desire)
  • Acting on getting the service (action)

These stages are often referred to as AIDA – awareness, interest, desire and action.

For estate agents, most people are already aware of the services you provide (like help buying or selling a house, or managing a property to let). So, you can normally skip ahead to stage 2 – building their interest in the service.

One effective way to do this is through content marketing, which is something we specialise in at Content For Estate Agents through creating expert blog posts and e-guides.

What is an Example of Funnel Marketing for Estate Agents?

A great example of funnel marketing for estate agents is turning a blog reader into an email subscriber and an email subscriber into a converted client. Here’s an example of how you could do this.

A landlord is having trouble with their tenants, so they search for a solution to their problem online. When they find your helpful blog post, they read about how to fix the issue and how a letting agent can help.

At the end of your blog post, you tell them about a landlord e-guide they can download for free if they subscribe to your emails. Once they’re on your email list, you continue to give them helpful advice (by repurposing your blog posts) to make them want your letting agent service.

The funnel is complete when they call you and you win their instructions.

You can use the same methodology to win new instructions from sellers and encourage homebuyers or tenants to browse your properties.

How to Create a Content Marketing Funnel for Your Estate Agency
1.   Understand the Problem

Through keyword research, understand what your leads are searching on the web. Find out what the biggest pain points are for sellers, buyers and landlords.

2.   Provide Solutions

Write expert blog content on keyword-researched subjects that are search engine optimised to bring in traffic. Also, make sure you have a custom e-guide available for download.

3.   Inspire Action

Include call-to-actions in your blog posts that inspire new leads to act. Whether that’s to give you a call or download your e-guide by giving away their email address.

4.   Nurture & Convert

Once you have your new lead on the phone or on your email list, it’s time to do what you do best as an estate agent. Provide the best service to convert them from an interested lead to a new client.

Get Help from an Expert

Content marketing is all about creating expert content that drives traffic and has the potential to convert new leads into clients. At Content For Estate Agents, we specialise in creating high-quality content and e-guides that are tailor-made for letting agents and estate agents.

If you want to learn more about how you can create a winning marketing funnel for your estate agency, book a FREE discovery call with us today or sign-up for a complimentary trial article now to see how it works.

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