How to generate leads for realtors
The real estate market is absolutely on fire in 2021!
So, as a realtor, how do you tap into this market?
And an even better question is, how are you going to make sure your sales funnel stays funnel if and when things cool off?
Having a constant source of qualified leads is vital to anyone in any kind of sales position, but you don’t want to try the same old stuff that you’ve heard time and time again.
You’re looking for a competitive edge – something that makes you stand out from the crowd.
So what we’re going to talk about today is an under-the-radar way to leverage the online world in ways you’ve never even thought about to keep your sales funnel full.
How do you generate leads for realtors in 2021?
First off, it’s important to understand that the best leads come from relationships. You need to start with people you already know, but always have a goal to expand your network and connections. And it all starts somewhere, and there are few places that can accelerate your path than the internet. Relationships are key. It all starts there. You already know that – there’s nothing new there.
But what I’m going to talk about is a tactic that makes nurturing these relationships and turning them into raving fans that I’ll share with you in a minute.
What I’m talking with you about today are tested and proven methods that work every time.
So if you’re looking to get ahead of your competition, and you want to know the secret behind what some of the most successful realtors are doing online, rest assured you’re in the right place!
By the way – make sure you read to the end – I’ve got something that will help launch out of the starting blocks faster and easier so you can start building a pipeline of unlimited leads coming to you on autopilot.
How to generate leads for realtors
Some realtors are so desperate for leads that they’ll work with anyone.
And I get why that’s the case.
Sometimes you have to do what you’ve got to do to pay the bills.
But this isn’t any way to build a sustainable pipeline and book your business solid.
Other realtors are wildly successful because they’ve niched down to a specific market and have a very precise type of client that they work with.
And for the most successful realtors it’s as if they’re just printing money because they always seem to be closing on properties and opening up new possibilities by winning new listings.
Here’s the secret:
The most successful realtors are successful because they’re exceedingly good at what they do, have a prolific network and know clearly who their dream customer is.
Why is knowing who your dream customer is so important?
Because when you know precisely who your dream customer is, you know precisely the problems they’re having and you know precisely the conversations they’re already having in their own minds, and you know precisely how you can help them.
So if you don’t know who your dream customer is, we have to start there.
You need to start by figuring out exactly who your dream customer is, what they like, what they don’t like, and what problems they’re having.
Internally, these people are already having conversations in their own mind, trying to find solutions to the issues they’re having.
So the best thing you can do is then enter into the conversations they’re already having in their own mind.
You answer their questions, speak to the struggles they’re having, and present yourself as an expert authority by answering those questions, helping with their struggles, and revealing answers to questions they didn’t even know they had.
And that last part is among the most important.
This is how and where you set your hook so that you can lure them into your world. And once you’ve lured them into your world you take things to the next level by over-delivering value, and get them reaching out to you to solve their problems.
So how do you do that?
Generate leads for real estate by leveraging social media
Social media can be a fantastic way to put yourself in front of your dream customers.
But here’s the deal about social media:
You need to be a producer – not a consumer.
It’s easy to get sucked into scrolling through Facebook, TikTok and Instagram.
But if you’re serious about generating leads you’ll focus on becoming an expert creator instead of being a consumer.
A consumer is someone who’s just mindlessly scrolling, looking through what’s the latest in their feed, and not thinking much about it.
But what really gets the attention of those consumers is the quality content that producers create.
Getting yourself in front of your dream clients on social media isn’t difficult, but it has to be deliberate.
So what do you do once you’ve got their attention?
Generate leads by capturing their contact information
Now that you’ve got their attention by the great content you’re creating on social media, you’re going to give them something that answers a burning question they have, or gets them a quick win for a problem they’ve been trying to solve.
And we do this by creating what we like to call in the digital marketing world, a “lead magnet”.
What is a lead magnet?
A lead magnet is a resource that you produce specifically for your dream customer that helps them find the answer they’re looking for that you deliver to them in exchange for their contact info.
But here’s the trick to creating the perfect lead magnet:
It’s designed specifically to attract your dream customer and repel those that are not a good fit.
This is where your work on figuring out who your dream customer is starts to reap its reward.
It’s going to appeal to them, and no one else.
Once you’ve got their contact information, it’s now time to build your relationship with them.
So how do you do that?
Stay in touch with your prospective customers
Once you’ve got the attention of your dream customers, they’ve given you their contact information, it’s now time to grow and nurture that relationship.
And one of the best ways to do that is by continuing to build top of mind awareness and establishing your authority and credibility via an email nurture sequence.
Remember when I said above that it’s all about relationships?
As a realtor, this isn’t anything new to you. If you’ve spent more than 5 minutes doing any kind of sales work, you know that.
But thinking outside the box and elevating your efforts by creating a nurture sequence that you send on autopilot will help you build your relationship with your dream clients.
And when you do it right, they’ll be anticipating your next email and your open rates will go through the roof.
I do the same thing in my own market. And one of the best resources I’ve ever come across is called Autoresponder Madness by Andre Chaperon.
He’s got free training on his site and I can’t do any better than to point you to his resource and tell you that you’d be a fool not to get in on that free training and implement it as quickly as you can.
Set and track your goals
What gets measured gets improved.
I know you’ve heard that before since you’re in the world of sales.
And now I want to show how you can implement this concept for your online marketing efforts.
One of the great things about doing business online is that virtually everything is quantifiable. Clickthrough rates, bounce rates, traffic data, conversion rates, etc are all vital statistics for any online business.
I was at a conference last year before COVID hit and one of the speakers was Tom Bilyeu.
One of the things he talked about was gamifying your business in a similar way that a computer learns to play chess.
The computer doesn’t get its feelings hurt or get dismayed when things aren’t working out.
It simply revises its approach and keeps going.
Eventually it learns from what’s working and not working and is able to win.
When it comes to generating leads for realtors in 2021 the same approach will make the difference between success and failure.
And it takes a large sample size to get measurable, relevant info, so you’ve got to test and evaluate and measure your progress along the way to see what’s working and what’s not working.
You have to figure out:
- How your content on social media is working
- What times are best to post?
- What types of posts are working better than others?
- What ad is getting the best clickthrough if you’re running paid ads?
- What headlines are getting the most opens for your email nurture sequence?
And the list goes on.
But that gives you a good idea where to start.
Figure out what’s working and what’s not. Measure it against your benchmarks and goals. Then do more of what works!
Since we’ve got an idea of what we need to do now, let’s look at some examples and tools to help us.
How to generate seller leads for realtors – answering their first question
As a realtor you’ve got tons of resources available to you.
And what you need to do is connect with your dream customer, enter the conversations they’re already having in their own minds, and answer the questions they’re already asking themselves.
And what’s one of the most important questions all homeowners want to know when they’re trying to sell their house?
The question they want an answer to is “what’s my home really worth?”
A few months back my wife and I were contemplating a move to another part of the country, and I know that was the first thing that came to mind as we started to think about the logistics of what we’d need to do to make that move.
And as someone who was looking to sell our home seeing a resource like this would have immediately got my attention:
Creating a report like this could be just the right kind of tool put in front of your dream customer to get them excited about the possibilities of working with you.
Create something valuable like this free & accurate home value report to start the conversation with your dream customers.
All your social media platforms should be optimized to drive traffic into your lead magnet. So as you’re creating great and valuable content on your social media channels the natural next step is to drive traffic to your lead magnet funnel through your social media and content creation efforts.
Paid ads can be a great way to drive traffic faster to your lead magnets.
The main point is that whether it’s organic traffic or paid traffic you need to get your lead magnet in front of as many people as you can.
How to generate seller leads for realtors – establishing your authority
One of the best things that you can do after you’ve enticed them by answering one of the most important questions they’re pondering is to show them that not only do you know how to answer that question, but you can also several other questions that they’re going to have.
And you do that by creating a virtual summit.
A virtual summit is kind of like an online conference that covers a subject more in depth.
You can cover each of the questions yourself, or bring in guests from your team in an interview style format.
The point here is to help them to understand and start to think about the things that they don’t know that they don’t know.
Homeowners are going to have lots of questions and they’re going to need lots of answers.
And you need to be the one to answer them.
You can even level up your game by creating an inexpensive tripwire digital product to help them go deeper.
Depending on who your dream customer is and what their needs are, this could be a way to add in a new revenue stream into your business.
How to generate buyer leads for realtors
When it comes to buyers, there’s a lot that’s the same, but also a lot that’s different too.
Many times you’ve got someone who’s buying who’s also selling at the same time.
And then you’ve got the first-time home buyers who have their own opportunities and challenges.
So how do you attract buyer leads?
We’re going to use a very similar approach as we did before with the seller leads: establish who our dream customer is, find out where they’re struggling, where they need help, and what questions they have. And once again, you do this by entering into the conversations they’re already having in their own minds.
Just like any other product or service, when you’re looking for buyer leads, you want build top of mind awareness, generate excitement, and name recognition.
For realtors, it’s no different.
If you’ve won the listing, it’s your job to get your property on the minds of prospective buyers.
And to do that you have to not only have great connections in your community, but you have to also reach outside the traditional box to find new leads to generate interest in your property.
Delivering value all the time is critical.
This means that you have to show up every day.
And by show up I mean that you’re publishing something every day.
It can be a podcast, a video, a blog post, or social media content.
But the entire goal for all of that is to build up your “omnipresence”.
When you’re omnipresent – showing up everywhere your dream customer is hanging out – you’re going to have more opportunities to connect with them.
And all that effort is going to be designed to drive people into your lead magnet.
This time your lead magnet is going to be a little different.
The goal of the lead magnet is still to capture contact info, but the resource we present is going to focus in on their questions related to buying a new property.
And what questions do buyers have when they’re considering a new property?
I bet you could write down 10 or more questions that they want to have answers to right this minute.
And that would be a great exercise to complete, so go ahead and write them down.
I’d bet that they include questions like:
- What schools are in this zone for this property?
- Are there any good restaurants close to this home?
- How far is it to the grocery store from here?
- What parks and community resources are nearby?
- What kinds of shopping opportunities are available near here?
- Are there any open house tours available for this property?
Those questions, and their answers can serve as the basis for creating a lead magnet and when you craft those questions and answers correctly, you’ll have your dream customer eating out of your hand!
How to generate buyer leads for a new location
If you’re selling homes in a new development, you’ve got so many opportunities!
People are going to be super curious about what that new location has to offer, and you stand in the perfect position to be able to deliver that info which gives you the opportunity to generate a ton of new leads!
So how do you do that?
By creating a teaser page that stirs up excitement and captures contact information for leads.
We’re going to use some of the same things we talked about above previously:
- An open house guide
- A shopping guide
- A community resources guide
But this time, we’re going to focus in on the specific location and its amenities, and why it would be the perfect location for your dream customer’s next home purchase.
The main goal here is to stir up excitement and get people curious about what the new development has to offer.
And you’ve got all the details they need, and you’re going to deliver that to them in exchange for their email address and contact info.
Important factors for generating leads for realtors
At the end of the day, being a realtor is very much like any other kind of business: in order to be successful your dream customer needs to know, like and trust you.
Building the know-like-trust factor elevates your value in the minds of your dream customer and they begin to learn that you’re the go-to resource for all their needs.
Along with that, you also want to create top-of-mind awareness.
That means whenever someone has a thought or question about something related to the services you offer, your name is the first one thing that comes to mind.
And you build that top-of-mind awareness by consistently publishing valuable content on your platforms, being consistent in your value proposition in what you bring to the market, and doing it the right way.
How to generate leads for realtors online
So what do we do to make all this happen?
After all, we’ve talked about quite a bit of stuff here.
And it may all sound a bit overwhelming.
But here’s the deal:
The good news is that you don’t have to be a tech-wizard to put all this together.
In fact, with most of this stuff, you can be up and running in just a couple days with a full offer stack, online sales funnel and client relationship building plan!
There are a couple tools you need:
- A website builder
- An email service
- A client relationship manager
But if you look at the right tools, you will see that you can get all of them in one product.
So for simplicity’s sake, I’m going to focus on one tool which does all these things.
Not this guy.
The best part is that you don’t even have to hire a web developer (like me) if you don’t want to or you don’t have the budget – you can do all this stuff yourself.
There are numerous tools you can use, but the one that I recommend is called ClickFunnels.
To be clear – you don’t have to use ClickFunnels – you can use whatever you want.
The reason I recommend it is because it does everything you need in one place for one flat fee per month and is dead simple to use.
And I’m going to make it even easier for you to get started, but more on that in just a minute.
You can use ClickFunnels to build out all the different pages you need for your lead magnets and funnels, you can use it to build all your email sequences and you can use it to stay in touch and track all your leads.
All that and you don’t have to be a web pro to do any of this stuff!
All you need is to follow the formula I’ve outlined here to get your online sales funnel up and running, build it all out in ClickFunnels because you can easily do that yourself, and then drive traffic to your funnel.
Here are a couple examples of the kinds of pages you can build with ClickFunnels.
Contractor website built with ClickFunnels
Personal training website built with ClickFunnels
High-end restaurant website built with ClickFunnels
If you remember at the beginning, I mentioned that I’ve got something for you that will help you explode out of the blocks and make everything faster and easier, right?
So here’s the deal:
If you want to try out ClickFunnels for yourself and see if it can work for you in your realty practice, then I’ve got a starter template for you that you can use right now to customize to your needs so you can get started!
All you need to do is follow this link, start your free 14 day ClickFunnels trial and this template will be automatically added for you and you can start right now.
If you want to be successful as a realtor you have to have to hustle and grind. You already know that though.
But you also have to figure out how to work smarter and not harder.
By incorporating the online tools we’ve talked about here in this post you’ll be well on your way to filling up your sales funnel, and generating a ton of leads on autopilot!
One of the cool things about ClickFunnels is that you can test it out for yourself with a free 14 day trial, so if you’d like to test it out for yourself, there’s no risk just to kick the virtual tires on it and see if it will work for you.
It’s time for you to start working on generating leads.
Have any questions about any of this? Just leave me a comment below.
If you’d like some help implementing what you’ve learned here I want to invite you to join my free Facebook group, Digital Marketing Mastery – would love to have you over there.
Disclaimer: Some of the links you’ll find here are affiliate links and proudly so.
I recommend them because they’ve helped me do what I do and I have great confidence that you will get value out of them as well – hence the recommendation and affiliate links.
It’s my belief that if a product or service can help me in my business then it can help you in yours too. I’m either currently using, or have used these products and services I recommend – I will never support or feature something that I don’t believe in completely!
So by following any of these links and making a purchase, I’ll receive a commission. I always recommend you do your own independent research first before you purchase anything.