Having a real estate marketing idea that generates leads is always beneficial.
When you can generate leads and build a strong referral base that lasts for months, or years, now you’re really working smart.
Here’s a unique real estate marketing idea I saw recently that accomplishes both.
In this video, I’ll explain how to create a “Best Of” guide that can be shared with homeowners in your market to generate leads while you endear yourself to local businesses.
Transcript of video
Are you looking for a unique real estate marketing idea that will grow both your referral business as well as your email list?
Hi, I’m Greg Lyles with Greg Lyles Real Estate Training.
I’ve got a campaign that can help you build awareness, generate tons of referrals and build an email list of homeowners in your market.
Earlier this summer, we were taking my wife’s car to the garage that has serviced it for years. In the window of the garage was a sign encouraging customers to vote for the business in the annual “Best of” awards for the community.
It gave a website where we could go to vote for the business. These guys have always been great to us so we wanted to help them out.
I went to the website and there was a simple survey with categories for every imaginable business in the community and the names of businesses below each category. To vote for a business, all I had to do was to enter my email address and click the box next to the name of the business I wanted to vote for.
After I had voted, I received an email from the creator of the survey. It turned out to be a real estate agent.
I thought this was a great way to accomplish several business-building activities.
Key benefits of this campaign
First, it endeared the agent to dozens of local businesses by offering to include their business in the survey, thereby spreading the word about their business.
Next, it enabled the agent to collect thousands of email addresses of area residents. Those addresses could be used to send a follow-up email with the survey results. You could also use the emails to create a custom audience in Facebook for retargeting purposes.
How to create your own “Best of” campaign
First, you’ll need a couple of tools such as Google Forms or SurveyMonkey, an email marketing platform such as MailChimp and a landing page provider such as Unbounce or Leadpages. If you use Google Forms, Zapier has an integration you can use to get your subscribers from the survey into your email list in MailChimp.
Create your list of businesses
Next, I would identify every category of business you want to include in your survey.
This could be everything from Accountants to Landscapers, Barbers to Painters and Restaurants to yoga studios – every business you think people in your community would like to know about.
Then, identify 5 or 6 businesses in each category that you’d like to include in your survey.
Print an attractive letter-sized sign with something such as “Vote for my business in the Best of Awards. Go to best of shadygrove.com and vote today.”
Be sure to include the deadline for entry.
I would create a custom url for your survey, such as bestofshadygrove.com. You can use a 301 redirect to point the url to the url of the survey, making it easier for people to remember the name.
Approach the businesses to gain acceptance
Then, call each of the businesses you’ve identified and explain that you’re creating a survey of the best businesses in your community as determined by the residents in the community. Let them know that you’d like to include their business and will promote it in your annual survey results.
Get their buy-in and then go by and introduce yourself and place the sign in their window or use a stand to place it where customers will see it.
Let them know that after the deadline they can throw the sign away.
Be sure to give them your business card in case they have any questions.
Create and share your “Best of” guide
Once you have the results of the survey, prepare a nice looking guide and save it as a PDF. Include an ad for your own real estate business in the guide and be sure to include your value proposition, track record and some testimonials from area homeowners.
Email a copy to everyone who participated in the survey including the business owners.
Ask them to share it with their customer email list as well.
Then place an ad on your website for the Best Of Guide that directs visitors to a landing page where they can get a copy of the guide in exchange for their email. MailChimp has a feature that will deliver the PDF guide automatically, so you don’t have to touch it.
Use the guide to share your pre-listing presentation
In the PDF guide, where the ad for your business appears, you can include a link to your pre-listing presentation. Anyone who receives the Best Of Guide now has a useful resource, they can see an ad for your business and see what makes you unique from other agents, they can see your track record and testimonials and there’s a link right there in the ad where they can get your pre-listing presentation.
What’s more, you now have a relationship with dozens of local businesses.
Integrate your campaign with Facebook
You could also create a Best Of Facebook group where you profile businesses that won the best of their category.
Ask that business for a discount for your group members, maybe a free appetizer with an entrée, a free yoga lesson – anything they’re willing to provide. This will help to grow your Facebook group and keep the members coming back for more.
To get the coupon, the member would have to go to a landing page and enter their email address where they coupon is sent automatically. They can then print the coupon and take it to the business. This way, the business see’s that you are driving traffic to their business and can become a great referral source for your business.
If you decide to create a Facebook group, I would include a link to your Facebook group in the PDF guide as well as in the emails you send out that include the best of guide.
Let the email recipients know that they can join the group and get discounts from the best of winners.
OK, this campaign will take a little effort to pull together, but you’ll have a resource that you can use for the next 12 months to build relationships and generate leads for your business.
Thanks for watching. Let me know if you have any questions or comments and I’ll see you soon.