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Archive for online lead generation

One Easy Tool for Getting Real Estate Clients

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Landing Pages for Real Estate

A big portion of online marketing is related to getting visitors to your website. When you use social media, you don’t control the rules of what you can say or promote. So, instead, savvy Realtors® focus on using social media to bring prospects to their website.

On your website, you can display recent listings and recent sales. You can talk about your prospect’s concerns about real estate and develop them into clients.

But what do you do with website visitors who aren’t ready to buy or sell today? You need to get them onto your email list so that you can continue to communicate and develop their business. And that requires a specific tool – landing pages.

Understanding Landing Pages

Landing pages are used to capture prospect information when they sign up for a free download or other information from you online. How you design a landing page makes a big difference in how effective it is.

If you’re multi-talented enough to be a great Realtor® and a web designer at the same time, kudos to you! For the rest of us, we need tools to help us create high-converting pages.

My favorite tool is Leadpages. Their page templates are tested and PROVEN TO WORK. You can simply customize their existing templates to match your business and offer, and you’re ready to go. It integrates easily with tons of different email service providers.

If you don’t have dozens of hours to spend coding websites – and still not knowing if it’s going to convert – Leadpages can be a great tool for you as well.

Using Landing Pages for Lead Generation

There are many ways to use landing pages. Here are just a few.

With Social Media Ads

If you use Facebook ads to generate interest in your business, you may do it by offering a free giveaway. A checklist for how to prepare a home for sale is a great idea for a freebie. So are e-books or PDF files describing how to get the best pictures of your home, how to prep a home for winter, or annual maintenance checklists.

Regardless of your freebie, you need your prospect to be able to enter their email and contact information in exchange for the download. This is where a landing page comes in. Direct your ad to your landing page, and the customer will be able to join your list and get their download quickly and easily.

Signing Up for Local Events

Do you hold events to promote your business, or participate as a sponsor in local charity events? If so, you can promote the event and build your marketing list at the same time.

You can promote the event on multiple platforms with a link that says, “Click here for more information.” The link will go to your landing page. Offer them a free bonus for confirming their reservation on your site with their email address and phone number.

A fun and useful branded freebie can be an excellent bonus, and it requires them to find you at the event. When the prospect meets you, you can give them the free item, your business card, and any other information you like. Then continue to keep in touch!

Signing Up for an Email Newsletter

Having an email newsletter that frequently updates prospects on market conditions is an excellent way to cultivate leads. You can share recent listings, sales, funny stories, and much more.

You can promote your newsletter on your social media accounts, website, business card, postcards, and more. The link you promote should go to a landing page where it’s easy for the prospect to enter information and get added to your list.

Leadpages provides all these types of landing pages and more. There are even parts of the service that allow you to use text message marketing, insert boxes highlighting freebies in blog posts, and much more.

If you’re ready to connect with prospects and stay in touch until they’re ready to buy, you need to implement landing pages! There’s no reason to delay. Get started with them today!

How to Generate Leads from Your Real Estate Website

Real Estate Websites

Everyone in real estate understands how important it is to generate leads. Without new leads you have no one to pitch your services to, which means no buyers or sellers and no money.

There are dozens of ways to generate leads. Some Realtors® do cold calling, many farm neighborhoods with print marketing, and others do social media outreach. In all of these efforts, the real estate website can sometimes be overlooked.

Your real estate website is available 24 hours a day, 7 days a week. You should make it one of your primary ambassadors. When you tie it in with your other marketing efforts, you can see your number of leads multiply quickly.

Here are some steps to take to generate leads from your real estate website.

Make Your Real Estate Website Your #1 Fan

When you create content for your website, you shouldn’t focus on yourself. You should focus on the outcomes your customers are most looking for and how you can help them achieve those goals.

That doesn’t mean that your website shouldn’t showcase how amazing you are. It’s just that those great kudos should come from someone else – preferably your previous customers.

I’ve talked recently about how important it is to get online reviews as well as customer referrals. Those online reviews belong on your real estate website.

Think of your real estate website as a huge party where everyone is talking about what a great Realtor® you are. You want prospects to go to that party!

Demonstrate Your Expertise

Have you ever noticed that there are people who talk about being great basketball players, but the really great ones don’t just talk – they actually do it?

In the same way, don’t use your website just to show what a great Realtor® you are. Use it to demonstrate that expertise as well.

Show your recently sold listings. Write articles that show you are knowledgeable about the neighborhoods your serve. Post videos that show you are technically savvy and know how to give a home its best showing. Share buying tips that help house hunters understand that you know what they’re looking for.

Use Your Real Estate Website to Capture Leads

The best real estate website in the world can’t capture leads for you if you don’t include easy ways to contact you. Having a variety of touchpoints is important because different people prefer different things.

You should have a form that allows people to enter their name, email address, and even their phone number to join your monthly newsletter or email list. You should also prominently list your business phone number.

You may also want to include a contact form that allows someone to email you a question or inquiry. Finally, be sure to list your office location as well, because some people like face-to-face conversations.

Integrate Your Website with Other Marketing Efforts

Have you ever heard the phrase, “All dressed up with nowhere to go”? Unfortunately, that describes many real estate websites.

Some Realtors® cover all the steps listed here, and still don’t get leads from their website. The reason is that they aren’t getting any traffic to the site.

You have to integrate your website into your other marketing efforts so that your prospects become aware of it and visit you online. Here are some ideas:

  • List your website on your postcard marketing outreaches, and offer a free download of valuable information in exchange for their email address and phone number.
  • Share new listings from your website onto Facebook, Pinterest, and other social media.
  • Include links to new listings at the bottom of your email newsletters.
  • Promote your blog posts or website articles with a Facebook ad.

Your website should be your most tireless promoter. When you follow these steps, you’ll have a website that represents you at your best, is full of raving fans, and shows off your expertise. You’ll be able to capture new leads quickly and easily.

Ready to integrate your website into your print marketing campaigns? We’re here to help. Take a look at our templates today!

Transform Your Real Estate Marketing with Facebook Ads

Transform Real Estate Marketing with Facebook Ads

Are you using Facebook ads to their full potential? If you’re like 75% of respondents in a 2015 Inman survey, the answer is no.

That’s very unfortunate, because the leads you get from Facebook can be some of the best leads you get anywhere. They are highly targeted and, when done well, ready to buy.

If you’re ready to discover how to transform your real estate marketing with Facebook ads, you’re in the right place.

Go Beyond Geography

The #1 mistake that Realtors® make in using Facebook ads is that they geographically focus their ad, but that’s all.

The power of Facebook ads goes far beyond simple geography. Facebook now partners with major statistical organizations that collect data on thousands of consumer behaviors.

There’s even a focus category for “homeowners” who are “likely to move”!

You can target Facebook ads so powerfully that you should consider Facebook to be one of your most important sources of qualified leads.

Here are some other options in Facebook ad targeting that are helpful for Realtors®:

  • “Renters” as a home ownership option, and “likely to move” as a Behaviors option
  • Precise neighborhood or zip code options under Locations
  • Income levels
  • Specific job titles – great for targeting specific professionals, or even other brokers (more on that later!)
  • Age range

Essentially, you can use any demographics you like, along with the behavior modifier “likely to move”, and you’ll end up with a highly qualified list of prospects.

Treat Facebook Ads Like Farming

Remember that no one gets on Facebook to see your ads. They get on Facebook to interact with friends, family, and coworkers. As a result, if you’re going to get attention, you need to present something your audience wants to see.

Essentially, it’s like farming, but you’re farming to a specific audience that’s very likely to need your services in the near future.

With that in mind, create informative content on your website that you then share in Facebook ads to the targeted audience you want to engage with. When they click through to your site, they’ll see your content, your listings, and get to know more about who you are.

Here are some ideas for informative blog posts:

  • How to Get Your Home Ready to Sell
  • 3 Renovations That Add Top Dollar Value to Your Home
  • The Best Time to Sell a Home in XXX (City)
  • How to House-Hunt in the Fall (Or Current Season)
  • The Truth About Home Appraisals

Then, you’re ready for the next step in your strategy…

Use Retargeting for Lead Capture

“Retargeting” is much easier than it sounds. It simply involves putting a tracking pixel on the blog post(s) that you’re advertising.

When those readers return to Facebook, the pixel tells Facebook to serve up a different ad to them – an ad more focused on getting their contact information so you can continue to follow up.

Why?

Because they’ve qualified themselves. Not only are they part of your very focused target market, they were interested enough in what you had to say that they visited your site.

Now that they’ve gotten to know you and showed interest, you can offer more tools or advice and ask for their contact information in return.

When they click on the second ad, they should go to a landing page where they input their contact information in return for your report, e-book, or one-page cheat sheet.

This can be similar to, but slightly more in-depth than, the blog post topics listed above.

Here are some ideas for lead magnets you can use for lead capture:

  • The Quick and Dirty Guide to Prepping Your Home for Sale
  • 7 Questions to Ask Before Hiring a Real Estate Agent
  • Sell Your Home This Winter – The Checklist
  • 5 Things Buyers Should Know Before Committing to a Home

The Fortune is in the Follow-up

What’s next? Following up! Once you have someone’s information, you know several things about them:

  • They are part of your target market
  • They are interested enough in your information to read your blog
  • They are even interested enough in your information to download your report
  • You should follow up right away!!

Don’t let leads fall through the cracks. If you don’t have a CRM or automated email system, get one right away. (My favorite is Infusionsoft.)

Get on the phone. Send them a letter. Do SOMETHING. You’ve got a hot lead!

When you use Facebook in this way – highly specific targeting, using blog posts for engagement, retargeting to capture a lead, and then following up promptly – your real estate marketing will improve dramatically.

When you combine these efforts with traditional farming, print marketing, and personal outreach, your real estate marketing will be revolutionized.

Don’t let anything hold you back – get started today. Facebook is ready for you, and we have dozens of postcard templates that can be customized to integrate to any campaign.

Let’s do it!

Winning Real Estate Clients Outside the Portals

Winning Clients Outside Portals

There’s nothing wrong with real estate portals, but it’s a pain if that’s the only way you can generate leads. You end up tied-in to playing the game their way, at their prices.

The reality is if you focus on building long-term relationships and reputation both online and offline you can win real estate clients outside of the portals. Use them if they’re useful for you, yes, but you don’t have to be beholden to them. Here’s how.

Focus on Geographic Farming

When you farm a specific neighborhood or area, you are building your reputation and brand in that area. As you work with clients, you’ll gain online reviews and referrals that will help you build your business month after month.

If you’re looking for concrete steps to take to establish yourself in a geographic area, consider these strategies.

  • Be in the neighborhood. Do you have a dog? Walk him or her in the neighborhood you’re focused on. Take your kids to play in a local park. Take walks or runs in that neighborhood yourself. The more present you are in the local neighborhood, the more the residents will be used to seeing you and will consider you someone they know and trust.
  • Send postcards. You don’t have to use postcards only when you’ve just listed or just sold a home. Consider postcards, along with Every Door Direct Mail, to be a reliable and affordable way to become known in an area. If you’d like help setting up an EDDM mailing, let us know! We’re experts and we want to help you succeed.
  • Use targeted keywords in your website and in Google Adwords. When you focus on geographic search terms on your website and your blog, you’ll naturally rank higher for folks who are searching for “Anytown USA homes”. You can also do Google Adwords campaigns for those specific geographic keywords.
  • Use Facebook ads. It’s incredible what you can target in Facebook ads. It deserves its own blog post. Most importantly for this article, you can target people in a specific zip code or neighborhood, and you can target people who are likely to buy or sell a home.

Build Relationships in Online Groups

I’m far from being opposed to online marketing, I just think that Realtors® should have the freedom to choose the platform they care to use. You can join community-based Facebook groups, LinkedIn groups, and more to build real-world relationships online.

Whether you focus on rural real estate or city real estate, there are Facebook groups for almost any city or town. If there’s not a group for the area you want to focus on, create one! You can encourage group members to post about local events, historical moments, and more. With the engagement in the group, you’ll get to “meet” a lot of people in a short amount of time.

Here are some tips for building relationships in online groups:

  • Take advantage of your expertise. Not very many people online are focused on doing things that benefit the consumer. Even portals are looking to grow their business, and pleasing buyers and sellers is secondary to the larger goal. So, consider how you can offer personalized, highly relevant information that helps buyers and sellers in a way other people are not.
  • Have a service mentality. If you enter a group only to sell, you’ll come off very spammy. People will ignore you and you may even get kicked out of the group. Instead, consider how you can be of service to the people in the group. When you build positive relationships based on service, you’ll become the Realtor® they really want to work with.
  • Guard your time. While building relationships always takes time, participating in online communities can take too much. Consider participating only in one group to start with, and set limits on how much time you spend commenting and chatting in the community.

Participate in Community Initiatives

Another way to break free of online portals is to be active and visible in your community. This may mean participating in your chamber of commerce, mentoring high school students, being active in community associations, or sponsoring local 5K or charity events.

When people see you in a positive, non-sales role like participating in community events, you’ll become someone they like and trust. You’ll build your reputation and brand in the community without having to pay huge fees to portals.

Here are some tips for participating in community initiatives:

  • Be seen. Part of the point of being active in the community is getting out of your office. Make sure you’re present at a 5K that you’re sponsoring, rather than just paying to get your name on the sign. When you can shake hands and talk to people, you’ll be building up an asset that no one can take away.
  • Focus your efforts. While it’s nice to do everything for everyone, be sure to stay geographically focused. If you have specific neighborhoods you’re farming, be involved in events in those areas. Don’t worry about turning down an opportunity if it’s not in your geographic focus area.
  • Have fun! Being a Realtor® and building relationships isn’t supposed to be a drag. Be your real self and have fun. Don’t come off like a plastic politician. Let your hair down and have fun participating and sponsoring events!

Using online portals is no problem. Being chained to them is a problem. Use these three techniques to build relationships outside of the big portals, and you’ll have much more freedom and success in your business.

Ready to get those farming postcards? We have a huge selection and they’re easy to customize. Contact us today!

How Real Estate Websites Get Noticed – Get More Leads

Real Estate Websites - Get More Leads

Is your website making you money, or costing you money? The sad truth is too many real estate websites are there because the Realtor® knows they need one, but it actually shows no return on investment.

In reality, a well-designed website should be a lead generation machine. It should be one of your strongest sales tools.

If you’re not getting leads from your site, the good news is you can tweak your site to optimize it, without having to tear it down and building it again. Just a fixer-upper.

Here are a few things you can do to help your website build your business.

Keep Your Contact Information on Every page

This is probably the biggest lead optimization fault of any website, not just real estate websites.

Don’t make it hard for people to contact you. Keep your contact information on every page of your site, so you’re never more than a click or quick call away.

“With search engines being such an important driver of inbound website traffic, you can’t always predict where people are going to enter your website,” notes Jonathan Bentz, marketing manager, Netrepid, a provider of professional services.

“Having your contact info on every page of your website increases the likelihood that people will contact you.”

Lead Capture Forms Help Real Estate Websites

If someone doesn’t want to use your contact information, they should just be able to enter a bit of info on the side of any page to reach you.

I know we’re in the business of qualifying our leads, but try not to ask for too much information in this form. Full name, email address and a question is usually quite enough.

An average 5% dip in conversion rate by including a phone number field. Unless your business is based on post-click sales calls, avoid this field at all cost. Not many people like to have someone call them (unless it’s critical to their personal success). said Conversion guru, Oli Gardner.

Use a Call to Action That Gets People Moving

Sometimes a would-be client is on your site, and they leave without contacting you. Why did this happen? Maybe because you haven’t given them a clear and compelling next step or call-to-action.

Say someone is looking at one of your listings. Your first instinct may be to end the page with something like “For more information on this home, click here.” That doesn’t really entice the browsers. Consider a more active, “Click here to get a tour of this home.” It’s what most browsers want. So give it to them right away.

And use different CTAs, because not every page will have the same logical next step.

“If you use the exact same CTA on every page, you are likely leaving leads on the table. While it is certainly easier to use the same call to action everywhere, it’s not the most prudent way to generate new leads,” said ConversionVoodoo.com.

“As your website visitors move around your site, their desires and their needs often change. If you are presenting your calls to action correctly, you even want their needs to change.”

These are just 3 little things you can likely implement tomorrow on your real estate website. You may just have to move things around a bit to get your contact info on every page, add a lead form or shorten the one you have. You can also easily add new CTAs to each page.

PS: In addition to your website, how are your business cards and postcards? If you need to update your print materials, you can easily get customized real estate business cards and postcards to make sure you’re getting the most for your dollar.