Content Marketing Works Great for Real Estate Lead Generation – When You Have The Time
Would you like to generate real estate leads, but you don’t have time to create lots of great content?
Content marketing is about helping leads find you – and learn about what makes you and your services unique – long before they may be ready to actually talk about listing their home. It’s a great way for you to demonstrate your expertise, build your credibility and maintain that all important top-of-mind awareness.
But let’s face it; you’re busy trying to balance your business and your family life – so who has time to write lots of articles?
Fortunately, you don’t have to. In this article, and in the video, I’m going to show you how to use other people’s content to drive traffic to your website, building your email list.
Step One: Create Your Lead Magnets
A lead magnet is any content that you create that helps to educate your target audience about a topic of importance to them. It can be a checklist for getting their home ready to sell, a short e-book on buying their first home or anything else. You will exchange the information you’ve created for the person’s email address.
Step Two: Create Your Landing Page
A landing page is where you’ll send the person to opt-in for your offer. Using a tool such as Leadpages, you can easily create a great-looking, and high-converting, landing page. They provide proven templates and the landing page can be hosted by Leadpages, so it’s very simple to set up. You need to follow a few design rules to ensure your landing page converts;
- Write a clear headline that explains what you are offering and states a clear benefit for the reader
- Use bulleted lists (like this one) to make reading easier and provide additional information about the item you are offering
- Leverage the power of social proof by using testimonials. Show your lead magnet to friends or clients and get their input and response. Then ask if you can use their name and comment on your landing page. Always avoid using fake testimonials. They’re easy to spot and it ruins your credibility.
- Provide a clear call-to-action. Let people know what action they should take to sign up for your offer.
- Don’t ask for more information than necessary. Avoid the temptation to ask for address, phone number, etc. All you need for now is their first name and email address. There’s plenty of time to ask for them to take the next step after you’ve established trust and demonstrated your expertise.
Step Three: Build an Article Database
To keep from having to scramble to find well-written, relevant content to share with your target audience, I recommend using a tool such as FlipBoard to create categories of articles your prospects would be interested in. Flipboard will search the Internet multiple times each day and return the most popular articles for each category.
Depending on your target audience, you may want to find articles relating to;
- Home ownership tips
- Home maintenance tips
- How to challenge high property tax assessments
- Staging tips
- Market conditions
- First-time homebuyer tips
Once you’ve found articles that are related to your lead magnet – you don’t want to use an article about the super-luxury home market to send to a first-time homebuyer – you’ll need a place to store them. I recommend Evernote. Evernote enables you to create notebooks and save the articles directly to the appropriate notebook from Flipboard. Then, when you need a new article to share with your audience, and link to your landing page, you can simply go to your Evernote notebook and find all of the articles you’ve saved.
Step Four: Create Your Sniply Link
Creating a Sniply link is demonstrated in the video and can be done in a few short steps. You simply enter the url of the article where you want your call-to-action overlay to appear, write a short headline for the overlay, write the text for your call-to-action button and identify the url of the landing page where you want the button to take the reader. After you’ve completed these steps, Sniply will create a short url that you will use to send people to the article.
Step Five: Promote Your Article
Once you have your Sniply url, you can use it to promote the article you want to share with your target audience. It can be used to create a Facebook post, either on your own page or in a community group you belong to, in LinkedIn, on Twitter, Google+, in an email, on Pinterest – the possibilities are almost endless.
By building your email list, you are also able to stay in touch with your subscribers through continued, relevant emails or by creating custom audiences for your Facebook ads.
Sniply will track where each of your leads comes from, so you can see which sources are working and which are not. You can also see which of your call-to-action overlays are working and which are not, so I recommend trying different call-to-actions and testing them to see which one works the best. If you find one that is outperforming the others, you can share the winning overlay design url everywhere you are posting the article and see better conversion rates.
Keep in mind that a key component of your real estate lead generation strategy is to nurture your leads. Most of the leads you generate, from whatever source, will not be ready to sell. Before you focus too much time, money and effort on lead generation, be sure to have a solid nurturing campaign in place.