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Four Realtor Lead Generation Strategies That Still Work
Millennials make the largest generational share in the homebuyer market. While many traditional realtor lead generation tactics still work, they need to be tweaked somewhat to accommodate the newest homebuying generation.
Most millennials are instantly suspicious of anything mass-produced, cookie-cutter cute, or corporate—of anything that lacks personality, in other words. Personality isn’t a realtor lead generation strategy in and of itself, but none of your lead generation strategies are likely to work without it. No matter what medium you’re using—video, blogging, email marketing, even lead capture forms—it needs to showcase your personality, be honest and authentic.
Let’s put video in context. Three-quarters of brands see higher return on investment from their video marketing than any other tactic. That’s powerful. And today, with the predominance of social media, there are more outlets than ever for realtors to post their videos. These can be walkthroughs of homes, educational videos to lend a hand to new buyers and sellers, or even videos to just introduce yourself to the world. Outside the big three social media platforms—Instagram, Facebook and Twitter—you can also post your videos on YouTube, on your site, within your blog, etc.
As we said, millennials are almost uniquely suspicious when being sold on something. They grew up with the Internet, which is an incredible repository of information, but also disinformation, scams, etc. Hence the immeasurable value of social proof. Testimonials, videos of happy clients, reviews—and yes even videos of yourself out and about in the community—all deliver peace of mind to potential clients that you are running a legitimate business and that you are a great realtor!
Blogging and Email Marketing
Blogging and email marketing have been around for a while, but good old-fashioned email still delivers—and so does blogging. When executed correctly, blogging and email marketing deliver a powerful one-two punch of lead nurturing and lead generation. To get visitors to your site, you need to create fresh, compelling, SEO-optimized content that features local-market info that your pool of potential clients would search for.
Once you have them on your site, you need to get them to take the next step: fill out a lead capture form. Remember what we said about personality—it’s the key to every realtor lead generation strategy. Put some personality into your lead capture form. Rather than prompting the visitor with something boring like, “Please provide your information to receive our newsletter,” say something like “Not sick of us yet? Get more great content straight to your inbox.”
Your email marketing must also deliver something of value: alerts about newly listed properties, more educational (and engaging) content, whitepapers, etc.
To learn more about ways you can engage your audience, and tactics for lead generation development, check out our white paper, “Getting Real about the Top Realtor and Lender Challenges.”
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