Everybody wants to get more real estate leads online.
But it’s not always easy to identify the best strategies – or tactics.
No matter what online platform you’re using, you can get more online leads by recognizing that not everyone is ready to list their home.
When you provide the right information, to the right people, at the right time, you’ll generate consistent, well-qualified leads.
Here’s one approach to getting the leads you need to grow your business.
Hi, Greg Lyles here from Greg Lyles Real Estate Training.
Today, I want to talk about how to get real estate leads online.
An agent posted a question in our Facebook group asking what was everyone’s favorite online marketing tactic.
First, I would focus on an overall strategy and then identify the individual tactics to implement the strategy.
But to answer your question, I’d say blogging/video blogging and email marketing. Here’s the thing;
Most agents go for an appointment in their ads.
And while that’s how most agents are taught to sell, it doesn’t reflect how people buy. And when you understand how people buy – and how to influence their buying decision, you’re way ahead of most agents.
Most ads are designed to either get the lead or not – there’s no in between that enables the agent to begin a relationship with the homeowner.
When you look at the journey a person takes to buy a product or service, they typically follow a winding pattern that involves the following;
The homeowner first becomes aware of a need
Those needs fall into one of two categories: They have a problem and they want a solution. Or, to obtain a result they want and don’t have.
People don’t buy your services – they buy what your services will do for them – the results you can provide.
When they become aware of a need, they want information.
Sort of like when you are looking for lead generation ideas. You became aware of your need to generate more leads. Now you want information that helps you identify the best solution or how you will get the results you desire.
Forrester Research revealed that less than 25% of people want to talk to a salesperson when they first become aware of a need, yet this is the approach most agents take.
“Less than 25% of people want to talk to a salesperson when they first become aware of a need.”Forrester Research
Furthermore, Forrester found that about 90% of the consumer’s research has been completed by the time they’re ready to talk with a salesperson.
“About 90% of the consumer’s research has been completed by the time they’re ready to talk with a salesperson.”Forrester Research
This aligns with the National Association of Realtors research that reports 74% of homeowners talk to 1 agent before listing their home – and 88% only talk to 2 agents.
With blogging, or video blogging, you have the opportunity to share your knowledge about how to best price and prepare a home to sell quickly. Your job becomes getting this content in front of your desired audience where they can find it and become aware of who you are, your approach and track record.
Comparing their options
At this stage in the sales cycle, the homeowner begins to compare their options. And this is why I say real estate is one of the easiest businesses to achieve success! Most agents won’t do what I’m suggesting you do – because the truth is, many of them are too lazy.
If you are providing really useful content that helps homeowners understand the process and how they can achieve better results – and your competition isn’t – who do you think the homeowner is going to consider? Of course, the person that helped them.
This is also why you can’t rely on a single piece of content or ad to do the job. You need different content that appeals to people depending on where in the process they are.
Think about it this way.
Suppose you are driving down the interstate.
There’s the far right lane where people go slowly. That’s the homeowner who maybe hasn’t even become aware of a need to sell. You can still engage with this homeowner by providing content around home maintenance, challenging property taxes, etc.
Then there’s the second lane to the right. These people are aware of a need and have only just begun to explore their options. This content might be focused on how to get their home ready to sell, how to price their home effectively, or the benefits of a pre-listing inspection.
Everything is designed to help them in the early stages of their fact-finding journey and position you as someone they can trust.
Next, there’s the second lane from the left. People are going faster here. Your content might be the same as above, but you would want to use content upgrades, such as free checklists or guides that you’ll share in exchange for their email. Now you know who they are and can engage with them.
Then your follow-up emails offer your pre-listing presentation.
Last, you have the people who are in the far left lane – driving like maniacs. They became aware of a need and need to solve it quickly. Content that is promoted with ads that offer a fast-track solution will appeal to homeowners in the fast lane.
This could be a short video that explains what impacts the sale of a home, marketing, price and condition and how you will help the homeowner position their home for a fast sale and a high price.
Present your track record compared to the market averages so the homeowner can see what they can expect in the way of results. Use testimonials as social proof that you actually deliver what you are promising. Then conclude with a call-to-action that gets the homeowner to contact you.
Moving to a solution
Once the homeowner has gathered information, they will begin to call agents. This is where the 90% of the homeowner’s research has already been done. Most agents don’t do anything up until this point and hope to get an appointment so they can present their listing presentation.
The challenge, however, is to be one of those two agents that 88% of homeowners will contact. If you’re not, too bad.
By blogging and video blogging, and offering content upgrades where homeowners who are thinking about selling can opt-in, enabling you to build your email list and engage them with relevant content, you stand out from the hoards of agents who are just “hoping” they’ll get a call.
At the “moving to a solution” stage, you also want to reaffirm your track record, the ease of doing business with you, by using testimonials about how you keep the seller updated about everything being done to get their home sold or how easy it is to reach you or someone on your team.
If you’ve done everything right up to this point, the homeowner is thinking about calling you – they know you’re knowledgeable, they’ve seen your track record and testimonials – they simply need to know that working with you is easy and they’ll get the service and results you promise and they expect.
OK, let me know what comments or questions you have about how to get real estate leads online – I’m always happy to help you out. Have a great day.