By now, it seems everything under the sun has already been done in terms of lead generation. What else can you really do that’s new or unique? Instead of racking your brain for wild and crazy new ideas, add a creative spin to existing methods. The key to the next level of lead generation is knowing what distinguishes you from your competition and using that to shape your unique lead generation. Diversify your lead sources by incorporating both online and offline methods. Spice up your lead generation with these seven ideas to get you started.
Online Lead Generation
1. Provide Valuable Content
This is probably not news to you, but we can’t stress the importance enough! Update your website or blog with valuable content not only to rank higher in organic search, but also to position yourself as the authority in your local market. For example, people looking to a buy a home in a new area may ask questions like: “How are the school districts in this area?” “What is traffic like? How long will my commute typically be from this area to downtown?”
Ask your clients what questions they had for before buying or selling their home. Then write blog posts answering these neighborhood-specific questions or guide sheets with tips on buying or selling in your particular area. Stay relevant to consumers in your market with specialized content that answers their questions and helps them make better decisions.
2. Create More Videos
Did you know that 73% of homeowners say they’re more likely to list with a real estate agent who offers to create a video for them, but only 4% of agents put their listings on YouTube (NAR)? According to MarketingSherpa, video attracts two to three times as many monthly visitors, and doubles the time time they spend on the site. Consumers are turning to video more and more, as evidenced by this infographic stat from HighQ:
So hit record! You can start off by posting simple video home tours on YouTube, or add a fun twist like this ad from Corcoran Group featuring Marcel the French Bulldog. You could even take your clients’ “frequently asked questions” and turn them into video content instead of blog content. For instance, create video tutorials on topics such as “5 Things to Know Before Buying a Home in Charleston, SC” or “4 Steps to Prep Your Home For a Showing to Get it Sold Fast!” Remember, you are the expert.
3. Up Your Social Media Game
If you aren’t already leveraging social media, you’re behind! Facebook Ads are not only a cost effective lead generation method, it allows you precisely target your audience. You can even create Custom Audiences to target existing leads in your database, or simply boost your post
However, as great a platform as Facebook is, Tom Ferry believes that the response rate will start to drop as more realtors enter the space. For this reason, he has begun experimenting with Instagram.
“Instagram is going to be super meaningful in real estate. But the game to convert on Instagram is radically different from Facebook and takes a lot more moves.”
Get a head start with Tom Ferry’s tips to improve your Real Estate Instagram game.
Offline Lead Generation
4. Get Involved In Your Community
Getting involved in your community is a great way to establish yourself as a local presence, while also giving back. Be a guest speaker at a local community college to discuss the process of buying a home, or the finances behind real estate. Sponsor an event at a local elementary school. Volunteer at charity events, or start a “Pay It Forward” campaign like Path & Post.
Getting coverage from the local press or media is another great way to get your name out there. Keep it simple by pitching ideas to local reporters and taking out radio ads, or add your own spin to it. Our client Kyle Whissel hosts a weekly radio show covering topics of interest to homeowners, such as advice on renovations to interviews with insurance specialists and lawyers.
5. Educate Through Mini Magazine or Newsletter
Steve Harney says the role of a real estate agent isn’t a salesperson–it’s an educator. Steve believes that real estate agents have the duty of “connecting the dots” for clients. Put together a mini community magazine with upcoming events, as well as pertinent real estate information and industry statistics. Or send out an email newsletter with the current interest rates, projections on mortgage rates, and maybe even a few of your hottest listings. Provide information that guides the public about buying or selling a home in your market, while distinguishing yourself as the authority in local real estate.
6. Send Just Listed/Sold Postcards
I know what you’re thinking. There’s nothing “unique” about this–this is a traditional marketing method that has been around before dinosaurs roamed the earth! Well, this tried-and-true method is still surprisingly effective even today. Not only does Tom Ferry still advocate for consistent direct mail marketing, our clients tell us it’s one of their most effective sources of offline lead generation. Don’t knock it ‘til you’ve tried it (again)!
7. Get Creative!
The possibilities are endless when it comes to unique real estate ideas. It really depends on you, the amount of time and effort you want to invest, and your ability to think outside the box. One of our creative clients throws “neighborhood parties” instead of open houses, and invested in a branded moving truck that he lets his clients use free of charge.
Whatever strategies you decide to employ, map out your plan and commit to it. Sometimes it takes 6 months or more to see ROI from an effort. Make sure you track your ROI so you know what methods are working, and what methods you may want to pull back from. And most importantly, make sure you know your unique value and sell it.