Fifty percent of leads that filter to real estate agents’ businesses tend to be highly qualified, and one out of 10 tends to be a seller lead too, according to research from Homesnap, a national real estate search portal.
Real estate pros should cast a wide net to gather more leads over the next few months. But the market for those leads is increasingly competitive.
Homesnap offered these tips on how real estate pros can attract leads as summer winds down to help keep business booming in the fall.
1. Use Google’s Local Service Ads
In the middle of summer, agents are looking for high-intent leads, and Google’s Local Service Ads can offer direct, live phone call leads.
Many consumers nowadays are using Google to search for real estate agents or listings. Google’s Local Service Ads are prominently displayed at the very top of Google’s search results page, even above both organic and paid results, giving professionals who use them an advantage.
Two other features can make Local Services Ads attractive to consumers, according to Homesnap. The feature has a click-to-call feature so high-intent buyers and sellers can contact the advertiser with a single tap. Also, Google offers advertisers the opportunity to apply for a Google Screened badge, which signals to consumers that both the business and the business owner have passed background checks. The badge can help boost consumer confidence in the agent and can lead to more live phone calls for agents.
The badge, still rolling out to Google’s advertisers, is available on a limited basis currently. Along with real estate, badges are available in the legal and financial planning sectors.
2. Optimize social media ads
Consider actively advertising on Facebook and Instagram. To quickly optimize your summer ads for lead generation:
- Create a custom audience for digital ads. A custom audience can be defined as recently acquired leads, warm prospects, or any other group agents consistently want to attract. To create a custom audience, agents can upload the list of users they want to target. If those users have an account on Facebook or Instagram, the platforms will show them those ads. Agents need email addresses or phone numbers to get started, and this ensures they’re spending ad dollars on higher-intent leads who should be further along in the nurturing cycle.
- Include a lead magnet in an ad. Agents have to give people a convincing reason to provide their contact information. Otherwise, they’re just running a brand awareness ad. Agents should offer buyers and sellers something worthwhile in exchange for their email address or phone number, such as a guide for buying or selling in today’s market, a free consultation or home valuation, or registration to an educational webinar.
3. Present educational webinars for buyers and sellers.
Agents who can commit the time should consider conducting webinars this summer. They are great opportunities for potential prospects to hear how knowledgeable agents are about the local real estate market. That can build trust and will make them more inclined to work with you.
Here are a few steps to leverage a webinar, according to Homesnap:
1. Think of an interesting topic to present that will appeal to your specific target audience, such as “Hidden expenses first-time homebuyers always miss” or “Top challenges empty nesters face when selling.”
2. Promote the webinar through typical marketing channels, including Facebook and Instagram ads.
3. Follow up. After the presentation ends, send an email to all attendees offering a free consultation for a limited time. By setting an expiration date for the offer, it will create a sense of urgency and motivate them to act quickly.
4. If people signed up but didn’t attend, email them a link to the webinar recording so they have the opportunity to benefit from the information and the same limited-time offer for a free consultation.