What are the best real estate lead
generation options today?
Where and how can real estate agents, investors
and other related industry professionals generate more leads for buying,
selling and renting properties? What are some of the little known benefits, and
pitfalls of common real estate lead generation channels today?
Here are 12 ways for real estate investors and
Realtors to bring in more leads:
Direct Mail
Some popular real estate gurus have said
that direct mail is the fastest and easiest way to generate new
leads. It can still be very effective. In fact, as others have turned to online marketing, direct
mail may have become even more effective and profitable. However, direct mail
success does rely on volume and testing to hone messaging and delivery.
Cold Calling
Cold calling on a large scale, such as using
call centers, might face many challenges with regulations today, but it has
still been proven to generate an effective hourly income of hundreds of dollars
for Realtors. Simply picking up the phone can be one of the fastest ways to
generate real estate business. It is also one of the lowest cost ways to
generate leads, and can help professionals stay on top of their sales game.
Door Knocking
Many fantastic real estate deals and listings
can be uncovered by simply driving neighborhoods and knocking on doors. There
are obvious obstacles in doing this, but when it comes to getting the jump on
competitors, it can be hard to beat.
Email Marketing
Google may have made reaching consumers via
their inboxes more challenging, but email can still be one of the best ways to
reach both the masses, and highly targeted contacts. Email lists may be rented
from data companies versus buying them. Subsequently, real estate investors and
agents can take control of their own email real estate and build their own
lists.
Buying Internet Leads
Buying internet leads has been popular for a
variety of real estate and mortgage companies since before the last housing
boom. These individuals experienced somewhat of a bubble, but have now been
improved with enhanced data and targeting tools. There are various types of
these leads ranging from ‘aged’ leads, to live exclusive leads, and non-exclusive
leads. Make sure you do your homework and understand exactly what you are
getting, as well as the difference in these types of consumers, in order to
maximize ROI.
Buying Lead Lists
Lead lists have been a staple of the real estate
industry for many years. An almost endless array of filters can be used to
laser target the best prospects with these lists. However, newer individuals
and real estate companies need to recognize that they may not legally be allowed
to have, or market to some of these lists depending on how the data was
generated. Watch for junk, and be sure lists aren’t being fluffed out with
bogus names.
Real Estate Blogging
Real estate blogging remains
one of the most powerful and profitable forms of lead generation, but also one
of the most underestimated. A regular blog can ensure real estate pros and
companies are not held ransom by other platforms, and can go on helping to
generate leads for years after posts are written. A blog can be used to draw
regular internet leads, feed email list building, and fuel social media efforts.
Social Media
While this medium changes constantly, social media platforms can
still be a fantastic way to generate leads in real estate. Twitter, Facebook,
LinkedIn, Google+, and even Pinterest are all great options. There are many
debates over calls to action, the amount of engagement which is right, and how
much should be invested off-site, versus on a real estate company’s own
websites, but with the right funnel strategy, it can be fast, affordable and
enjoyable.
Signage & Outdoor Real Estate
Advertising
Even the simplest yard and ‘bandit’ signs can be incredibly affordable ways to generate real
estate leads. With the right message, these and other outdoor advertising
solutions can be used to generate a steady stream of local leads. New
technology can make this even better. Call capture, QR codes, interactive
augmented reality signs, text messaging options, and even links to virtual
tours can be used to boost outdoor advertising performance.
PPC
Pay-per-click (PPC) advertising can be one of
the best methods of predictably and consistently driving in real estate leads
on demand. PPC solutions, like Google Adwords, offer the ability to drive in
leads on command. This can be tweaked to be hyper local, or reach global
buyers, investors and homeowners right where they are now. With a little
strategy and education, real estate marketers can significantly drive down PPC
costs. With a large enough budget, they can even dominate, and starve out the
competition by buying every lead for a given keyword. Aside from the big
platforms, more affordable online leads may be gleaned from purchasing image,
text and banner ads on other websites directly.
Print Advertising
Don’t forget print. Beyond the traditional line
up of real estate mags, consider other industry magazines that will reach the
same prime prospects, and even leveraging online magazines.
Referrals and Affiliate Marketing
Personal referrals can be both a compliment, and
the most valuable form of lead generation. Savvy real estate CEOs are taking
this to a whole new level by using technology to scale and organize referrals
on a national and global scale.
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