Leads are the foundation of any business. To stay stable and keep growing, you need a reliable list of leads. When it comes to real estate, growing your buyer lead list is even more important, since repeat purchases are likely to be years apart. Finding real estate buyer leads and converting them into customers means getting inside your leads’ heads, giving them what they need, and meeting them where they are. Finding real estate buyer leads in 2021 means working outside the traditional box and moving your strategy online to connect at a safe distance, while still making an impact.
5 Ways to Find Real Estate Buyer Leads in 2021
Real estate buyer leads, like any leads, follow a general process as they consider purchasing a home and working with you. A lead might start off with general interest and a few vague questions, then move to more interest and active searching, and then they’re ready to start touring homes and working with you.
Finding real estate buyer leads means getting acquainted with these leads as they move through the process, and showing that you are a trusted expert that they will like working with. Millennials are now the largest cohort of homebuyers, and this generation is also tech-savvy and cautious about personal interaction that might not be safe during the spread of COVID-19. This makes 2021 the best time to start taking your strategy online and finding the best ways to meet leads in this space.
1. Arrange Social Media Ads
About 70% of all Americans use some type of social media, with the most popular platforms being YouTube and Facebook. Most likely, your real estate buyer leads are here, browsing social media with ideas of home buying in the back of their minds. This is a great way to reach out to leads when their home buying interest has just started.
Social media ads allow you to highly target your messages, so you can reach the right people. Facebook, in particular, allows you to target your ads towards users with particular interests, those who have joined particular groups, or those in particular income brackets, age cohorts, or locations. With a good understanding of your ideal real estate buyer leads, you can reach them directly. This highly-specific targeting will also help to make ads more affordable.
When creating these ads, consider how you can make an impact on prospective home buyers. For example, videos drive more engagement than any other type of content. Consider using testimonial videos from happy clients that are most similar to the real estate buyer leads you’re targeting.
2. Try Boosted Posts
Facebook and many other social media platforms also give business owners the option to increase the outreach of their regular posts. This allows you to re-engage with people who might already be following your page or interested in your services. It also allows you to reach another group of likely real estate buyer leads; the friends of your previous clients. Homebuyers tend to have friends and acquaintances who are in the same life stage and have similar interests. Boosting your posts can help to put your content in front of your previous clients’ extended social circles. Those who are ready to look for homes will see your content and they will be more likely to reach out to you when they’re ready to buy.
Once again, consider the content that you’re boosting. Use content that is relatable to your audience, such as a testimonial from a previous client. Or, consider providing content that answers real estate buyer leads’ questions, such as how the home-buying process works. Focus on content that is helpful, relatable, and attention-grabbing.
3. Use Google Search Ads
As potential real estate buyer leads become more serious about finding a home, many begin with a simple internet search. Put yourself in your leads’ shoes and consider what they might search for. Then, use keyword analysis and planning tools to get real data on what users are really searching for. With this information, you can place highly-effective search ads that will appear when users enter these search terms.
To get the most out of these types of ads, again make your targeting as specific as possible. Focus on long-tail keywords. These keywords will have lower search volume, but they’ll cost less, and they indicate a higher degree of interest in leads. Also, focus on searches only in your geographic area. This will ensure that the right leads are clicking on your ads.
4. Create a Focused Landing Page
Your advertisements and marketing efforts will perform better if they are connected to a dedicated landing page. This landing page should cater specifically to the real estate buyer leads you are trying to reach. This way, the platform’s algorithms (such as Facebook and Google) will recognize that your ads are taking users to a relevant page. The page will also be more impactful to your visitors.
When making your landing page, consider again what your leads are looking for. They may have questions about the home buying or home searching process. Answer them. They will probably need proof that you are a reliable, experienced, helpful real estate professional that they will benefit from working with. Use a testimonial video from your previous happy clients to demonstrate this. You might create a brief guide, checklist, or other materials that your visitors can download. With a bit of basic information, such as the visitor’s name and email, you can continue to nurture and build on this relationship.
5. Make it Easy to Engage
Once you have your lead’s attention, the last step is making it easy for them to get in touch with you. Your leads have questions about the buying process, they may have homes in mind they want to tour, or they may be unsure about how you can help them find what they’re looking for. Make yourself available and easy to engage with, so you can start working with these leads and close deals.
Consider that many young real estate buyer leads don’t favor phone calls, and instead would prefer to communicate over email, text message, conference call, or video chat. You might allow your prospects to schedule a video chat with you using a calendar feature, or invite them to email you any questions you have. Another good way to encourage leads that perhaps aren’t ready for a one-on-one chat is a webinar. Set a date and time to show a presentation and answer questions from an online audience. You can then repurpose this content to show on your website, landing page, or social media.
As you try these five ways to get more real estate buyer leads, keep your customers and clients in mind. Go through these steps slowly, and take your time. Some of these steps, such as ad targeting or creating a landing page, may require some help from an expert, or a little trial-and-error to get right. With these strategies, you can reach your leads as they make a search, and present them with helpful expertise that they need to make informed decisions.
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