Real Estate Lead Generation

Real Estate Lead Generation – 8 Elements Your Agency Needs

By: Frank DePino | December 1, 2023

Real estate lead generation promises a reliable stream of leads for your firm. According to business management resource Monday.com, upwards of 10 percent of your leads convert, so you always need more to make up for those who don’t.

What is lead generation for real estate, and why is it important?

Real estate lead generation encompasses a range of strategies and tactics employed by the industry to attract, engage, and convert potential clients into qualified leads. These methods go beyond traditional marketing techniques and include the implementation of a compelling value proposition, meticulous website, and landing page optimization, targeted advertising campaigns, and effective lead-nurturing processes. By employing these strategies, real estate professionals can not only increase the number of leads but also improve their quality and conversion rates.

In an industry where leads can be unpredictable and prone to dropping out of the sales funnel, having a robust lead generation system becomes paramount. It not only minimizes disruptions to a firm’s revenue stream but also allows for consistent growth and profitability.

Don’t miss out on valuable opportunities – keep reading our guide to unlocking your real estate business’s full potential through tailored lead-generation strategies!

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10 Real Estate Website Must Haves to Drive Traffic & Generate New Leads

Does your Real Estate Website have all 10? Learn the secrets to driving more traffic to your website, generating more leads, and ultimately increasing sales.

1.  Understanding Your Target Audience

The most successful real estate lead generation strategies begin with target audience research. After all, you can’t create criteria to qualify your leads without grasping who comprises your target audience.

Perhaps that’s why 68 percent of marketers in 2023 struggle with lead gen, notes Blogging Wizard.

Leads drop out of the funnel for many reasons, and the less you know about your leads, the more mystifying those reasons. Perhaps they couldn’t afford your real estate services, or maybe they were initially interested in selling their home but later changed their mind.

Qualifying leads doesn’t prevent lead drop-off entirely, but it does prevent wasted time. Your sales team will focus on leads likelier to generate revenue.

How do you find your target audience? Here are 3 steps to follow.

First step: Interview Your Audience

Your first option is to conduct interviews with significant members of your real estate audience, such as those who have remained the longest or spent the most money.

The interview aims to understand your audience’s behavioral motivators better. You can also glean their pain points, i.e., the challenges that have motivated them to seek out your services.

In the real estate sector, a frequent pain point is struggling to sell a home even though it’s sat on the market for quite some time.

Second step: Build a Customer Persona

Once you understand your audience sectors’ pain points, you can take those and combine them with relevant geographics, psychographics, and demographics to create a customer persona for real estate lead generation.

A persona amalgamates the most critical traits of your audience segments into one memorable character.

For example, you could create an avatar called Home-Seller Susan.

  • Who is Susan? Where does she live? Is she married? Does she have children? What does she do for work?

Personas make it easier for your salespeople and marketers to do their jobs, which should enhance the lead gen rate for your real estate business.

Google Analytics shows SEO performance of real estate website

Rely on Google Analytics

Another method for learning more about your target audience is using Google Analytics. You can understand more of a customer’s online behavior, such as how long they spent on your website, where they found your site, and which pages they interacted with. 

Third Step: Review Your Competitors

If your real estate firm is the new kid on the block and you don’t yet have heaps of customer data to rely on, you can always look to your competitors. The customers they attract could become customers of yours if you two share a locale.

You should still tweak the target audience you create to suit your real estate company’s goals and objectives.

Fourth step: Perform Market Research

The last method for understanding more about your target audience is doing market research. You can gain some fascinating insights into potential customers to help you capture them at the lead level and guide them through the sales funnel.

Ready to stop wasting time and resources on ineffective lead-generation methods? Take charge of your success by partnering with Mediaboom. Contact us today to supercharge your lead funnel and start converting prospects into loyal customers.

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Generating Leads for Real Estate – Requirements

You’ve created your target audience. Now it’s time for your real estate firm to begin generating leads. What real estate lead generation requirements must you follow?

Here’s an overview.

2. Recognizable Brand

Brands and trust are synonymous. Evolve Digital Marketing reports that 70 customers will become repeat buyers of a company they trust.

One element of trust is building brand recognition. Think of real estate brands like Re/Max, Century 21, Sotheby’s, Coldwell Banker, and Cushman & Wakefield. These companies have achieved household name status in the real estate world.

How do you build a brand? You’ve already achieved the first step, which is audience identification and research. Here are some other pointers:

  • Craft a brand story
  • Create your slogan if you don’t already have one
  • Design (or hire someone to design) your brand logo
  • Select your brand colors
  • Establish your brand voice

Once you’ve created a brand, it’s all about consistency. Use the same brand across all communications–from email correspondence to television commercials and social media comments–and customers will begin to associate with your brand, as will leads.

Real estate agents are evaluating the offer to attract new leads

3. An Outstanding Offer

How do you get leads to make the jump and convert? Giving them a can’t-miss offer is another pillar of real estate lead generation. Your offer will look different for homebuyers versus home sellers but should whet their appetites in both instances.

Outstanding offers can convert leads who were on the fence, finally driving them to become customers.

Let’s suppose you’re targeting individuals looking to buy homes. A captivating offer could involve a time-limited promotion that offers a discounted price or special financing alternatives for a specific property. This exclusive deal generates a sense of urgency and motivates potential buyers to take decisive action. Conversely, for those selling their homes, an appealing proposition might encompass a complimentary home staging service or a reduced commission rate for the sale.

By delivering unmissable propositions customized to the unique needs and desires of your target audience, you capture their attention and showcase the distinct value of your real estate services provider. These enticing offerings address the pain points and motivations of potential customers, offering them a compelling rationale to select you over your competitors.

It’s crucial to recognize that outstanding offers not only serve as a potent tool for conversion but also contribute to establishing a positive reputation in the market. Satisfied customers who have benefited from your exceptional propositions are likely to share their positive experiences, leading to referrals and further expanding your customer base.

4. Website/Landing Pages

It’s also time for a website facelift. As you update your website to reflect your current brand, pay attention to your landing pages. Are these pages designed to convert?

In other words, do they have a snappy copy? Short paragraphs? Videos? Good usage of keywords?

What about your landing pages? Do they have the same?

If you answered yes, your site and landing pages should convert. However, if you’re missing even some of these elements, leads could drop off the funnel early on.

Download Our FREE Whitepaper

10 Real Estate Website Must Haves to Drive Traffic & Generate New Leads

Does your Real Estate Website have all 10? Learn the secrets to driving more traffic to your website, generating more leads, and ultimately increasing sales.

7 Key Elements of a Successful Real Estate Website

Real estate websites must have the following elements:

  1. Comprehensive visuals (including images and/or videos) of available properties: Present extensive visual content showcasing properties, enabling potential buyers to gain a comprehensive understanding of the homes or buildings on offer.
  2. Intuitive site navigation: Implement an easily navigable interface on your real estate website, ensuring smooth exploration of property listings, effortless access to essential information, and seamless user experience.
  3. Search functionality: Incorporate a prominent search bar or search feature on your website, empowering users to efficiently search for specific properties based on their preferences, such as location, price range, property type, or desired features.
  4. Social Media Integration: Integrate social media handles and links to your real estate agent’s social profiles, facilitating visitor engagement and allowing them to connect with you through platforms such as Facebook, Instagram, or LinkedIn.
  5. Adaptable web design: Ensure your real estate website is designed responsively and optimized for different devices, including desktops, tablets, and mobile phones, providing a flexible and user-friendly browsing experience across various screen sizes.
  6. Online Contact Form: Include a user-friendly contact form on your website, enabling potential buyers or sellers to conveniently submit inquiries, request property viewings, or seek further information directly through the website.
  7. Testimonials and customer feedback: Showcase positive reviews and testimonials from satisfied clients on your website, highlighting your expertise and credibility in the real estate industry, and instilling trust and confidence in prospective customers.

For examples of how to design your real estate site, check out the articles about real estate investor website design and luxury real estate website design.

GFI Partners shows you how to create a content marketing strategy for real estate

5. Content Marketing and SEO

Content marketing and SEO are major parts of your real estate marketing and lead generation strategy. Without them, you won’t rank highly enough to get noticed online. This will undercut your business and the number of leads it generates.

Optimizing your real estate website for search engines begins with these elements:

Alt tags

Enhance the visibility of your property images by using descriptive alt tags, such as “spacious living room in a downtown condo,” to provide context and improve their chances of appearing in relevant image searches.

Metadata

Craft compelling title tags and meta descriptions for your property pages, such as “Luxury waterfront homes for sale in [City Name] – Find your dream property today,” to entice search engine users and increase click-through rates.

Regular publishing schedule

Maintain a consistent blog publishing schedule with topics like “Top 10 Tips for First-Time Homebuyers” or “How to Stage Your Home for a Quick Sale,” offering valuable insights and practical advice that attracts both readers and search engine crawlers.

Authoritative content

Develop in-depth guides and resources on real estate topics, such as “The Ultimate Guide to Buying Investment Properties” or “Navigating the Home Selling Process: A Comprehensive Overview,” showcasing your expertise and establishing your website as a trusted source of information.

Content relevancy

Optimize your real estate content with targeted keywords, ensuring that blog posts on “Best Neighborhoods for Families” or “Real Estate Market Trends in [City Name]” align with the interests and search intent of your target audience.

Focus on high-quality content

By implementing these elements and consistently delivering valuable content, you can improve your real estate website’s search engine visibility, attract organic traffic, and position yourself as a knowledgeable resource in the industry.

High-value content is also a must. However, what constitutes high-value content varies by audience. In the real estate sphere, your audience seeks information on purchasing a home, preparing their home for sale, and earning the most money from selling.

They want information such as how to stage a home, shoot photos that sell a home, and how to create a listing that stands out.

Homebuyers wish to know red flags to watch out for when buying, how to put down an offer on a home, and how much is too much when making a down payment.

Content doesn’t exclusively mean written blog posts. Create videos, infographics, checklists, and eBooks too.

If you are tired of struggling to boost your online visibility, you are in the right place: say goodbye to ineffective SEO and content marketing strategies. Contact Mediaboom for your SEO and content marketing needs.

Download Our FREE Whitepaper

10 Real Estate Website Must Haves to Drive Traffic & Generate New Leads

Does your Real Estate Website have all 10? Learn the secrets to driving more traffic to your website, generating more leads, and ultimately increasing sales.

6. Local SEO – What Real Estate Companies Must Know

Real estate lead generation benefits from local SEO.

In our post on local SEO services, we recommended 14 elements to interweave into a local SEO campaign.

Here’s a smattering of them, that you can use in the real estate market:

Reputation management

Proactively manage your online reputation by actively responding to client reviews, showcasing positive testimonials, and addressing any concerns promptly to build trust and credibility in the real estate industry.

Local citations

Ensure consistent and accurate business listings on popular real estate directories such as Zillow, Realtor.com, and Trulia to increase your local visibility and attract potential homebuyers and sellers.

Local link building

Build relationships with local real estate bloggers, home improvement websites, and community organizations to secure high-quality backlinks to your real estate website, improving your website’s authority and local search rankings.

Google Business profile

Optimize your Google Business Profile by providing complete and up-to-date information about your real estate agency, including contact details, office hours, and professional photos, making it easier for potential clients to find and choose your services.

Keyword research

Conduct thorough keyword research to identify local real estate search terms such as “homes for sale in [your city]” or “[your city] real estate agent,” enabling you to optimize your website and content to rank higher in local search results and attract targeted leads.

Site localization

Tailor your real estate website to the local market by showcasing local neighborhoods, highlighting community amenities, and providing localized content such as market reports, school information, and local events, creating a personalized experience for potential buyers and sellers.

Local SEO audit

Perform a comprehensive audit of your real estate website to assess its performance in local search results, evaluate on-page optimization, analyze local keyword targeting, and ensure compliance with local SEO best practices, identifying areas for improvement to maximize your local search visibility and lead generation efforts.

Gain more local costumers

Incorporating these 14 essential elements into your local SEO campaign can greatly enhance your online presence, visibility, and success in the local market and you’ll be well-positioned to attract and engage local customers.

Embrace these strategies to stand out in local search results, build a strong brand presence, and drive targeted traffic to your business.

Mediaboom shows how it created a paid advertising strategy for a real estate business

7. Paid Advertising for Real Estate

One component of your real estate lead generation campaign is paid advertising. How do you maximize the leads you bring in without spending a fortune on ads? Let’s take a closer look.

Google Ads Strategy

A Google Ads strategy for real estate should rely heavily on locational targeting. Within your Google Ads account, you can toggle your targeting method. You can also target viewers by parameters like search intent, physical location, or both.

Google Ads recommends both, and we do too. You can tailor your audience by excluding specific groups and focusing more heavily on others.

Select negative keywords to exclude groups. For instance, if your real estate company only focuses on homes, you could type “apartment renters” or “condo buyers” and omit them from the campaign.

Facebook Ads Strategy

While you have a bevy of social media platforms to use to appeal to leads, Facebook is a proven platform to drive results. If using this social network as part of your real estate lead generation campaign, take advantage of the targeting options.

Within Facebook, you can narrow your audience by behavior, interests, demographics, and location. While the latter is the most important for real estate agents, the other criteria matter too.

On the note of segmenting audience by location targeting, you can select ad options on Facebook down to specific zip codes. The zip codes you select limit your ad radius.

Facebook also allows you to use lookalike audiences if you’ve created a custom audience on its ad platform. These are existing audiences like yours that you’re not already marketing and advertising toward.

Further, Facebook Ads has behavioral targeting, which looks into the motivations of the audience you’re targeting to gauge what they might do next.

Video Ads Strategy

Your real estate business can’t go wrong with video advertising.

Before hitting the record button on the camera, you must have an angle for your video. Ideally, you need a script as well.

Practice the script before recording to get the video down to the desired time. A video ad should be between 15 and 60 seconds to resonate with potential audiences.

When writing the script, focus on what makes your real estate firm unique. You can focus heavily on selling a luxe lifestyle or showcasing a funky, unique neighborhood.

If you are tired of pouring money into ads that fail to deliver results, it’s time to level up your advertising game with Mediaboom. Contact us today to create a winning ads strategy that drives real, measurable success for your business.

Download Our FREE Whitepaper

10 Real Estate Website Must Haves to Drive Traffic & Generate New Leads

Does your Real Estate Website have all 10? Learn the secrets to driving more traffic to your website, generating more leads, and ultimately increasing sales.

8. Lead Management and Tracking

Now that you’ve launched a real estate lead generation campaign, it’s time to track its success. Here are some KPIs to measure:

  • Email open rate
  • Click-through rate
  • Conversion rate
  • Emails collected
  • Addresses collected
  • Phone numbers collected
  • Website traffic
  • Time spent on page
  • Bounce rate
  • Number of ad views

The Difficulties of Obtaining Leads on Your Own

Lead generation is a must for all companies, especially in the real estate industry, but that doesn’t mean it’s easy. You must be a marketing strategist to consistently bring in new leads and master many techniques.

More so, finding leads isn’t enough. As we’ve established, leads can jump off the funnel anytime. You need steady, reliable, qualified leads who enter the funnel knowing a bit about your firm already.

If your real estate business has tried and failed to capitalize on lead gen, the professionals at Mediaboom can help. Contact us today for more information.

The real estate agent landed new clients after applying 3 different lead generation strategies

Top 3 Real-Life Examples of Successful Lead Generation Strategies in the Real Estate Industry

Let’s review three sterling real estate lead generation examples to interweave into your campaign.

1. Amanda Smith

Realtor Amanda Smith expertly crafts a luxury brand with her real estate logo. She utilizes white space, black text, and a signature as her logo. This simple but upscale logo cements her status as a luxury realtor.

2. Goodlife Realty

Luxury realtor Goodlife Realty used a Facebook ad to display this picturesque property for sale in Spicewood, Texas. The ad features a tantalizing photo of the available luxury property with a vivid description.

Beneath that is a link to the real estate agency’s website and a smart-placed Learn More CTA button.

3. Sotheby’s

A landing page is a critical lead gen element and real estate agency Sotheby’s went about theirs with a refined approach. The landing page spotlights selling stats attributed to the firm, uses visual elements like videos and images, and offers short paragraphs, with the option to click to learn more if the lead is interested.

Transform Your Business Today

Schedule Your Free Consultation

Looking to take your business to the next level? Mediaboom is here to help. Sign up for a free consultation with one of our digital experts.

Hire a Web Agency for Your Real Estate Lead Gen Today

Real estate businesses must have a steady flow of leads, which requires initializing marketing and advertising strategies. If your real estate business is struggling, you should consider hiring a lead generation company to achieve your marketing and advertising goals.

Mediaboom is a marketing and web agency that specializes in real estate lead generation. We’ll help you understand your audience, establish a compelling brand presence, and rejuvenate your website to captivate and convert more leads than ever before.

Contact us today and let’s embark on this exciting journey together.

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals, building the most effective marketing and advertising solutions for its clients.

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