Getting the attention of consumers isn’t always an easy task, let alone, building your list to be able to prospect.
On average, most consumers only stay on a website for approximately 15 seconds. If you don’t get their attention quickly, they may never return. That’s why it’s important to try and capture their information so you’re able to retarget them.
It’s never been a secret that I encourage agents to build up their email list. Creating a list of prospects and consumers that you can stay in contact with regularly allows you to build up a list of prospective clients that know, like and trust you.
But how do you effectively build an email list? You have to offer them something of value, and the quickest way to do this is by creating a valuable real estate lead magnets.
What is a Lead Magnet
Simply put, a lead magnet is a downloadable offer that you give to prospects in exchange for their information. This could be just their email or name, phone, email, and more. For example, you may have run a Facebook ad offering free CMAs. The person puts in their name, email and address; in return, you create the report to send to them.
When you’re creating your real estate lead magnets, here are some things to keep in mind.
Offer something of value – If you’re only asking people to subscribe to your list, they aren’t going to feel like they’re getting anything valuable. Your lead magnet should capture their attention and make them want to get access to it as soon as possible.
Instant Gratification – When you’re creating your lead magnet, think of the problem you’re solving. Whether this is real estate related or community related, consider what is going on within the market or community and create your lead magnet based around a problem. Also, make the process easy. Once you capture the lead’s information, ensure that the piece is easy to access.
What makes you unique – After the lead has access to your lead magnet, they should be able to quickly see what makes you different from others in your field.
The Importance of a Lead Magnet
As a real estate agent, your goal is to drive awareness around your personal brand. Gone are the days of door-knocking and putting your face on park benches.
Lead magnets are the perfect way for prospective clients who have never heard of you to give you their email in return for something they deem valuable and important. Depending on the type of lead magnet you decide is best for your business, this will also help qualify how serious a prospective client may be.
The more information you ask someone to fill out, the fewer leads you may receive, but the more valuable the lead. On the flip side, the less information they need to fill out, the more leads you’ll receive, but the more you may need to nurture them before they’re ready for your services.
Lead Magnet Ideas for Real Estate Agents
Below are examples of real estate lead magnets and why these are good lead magnets for real estate agents to consider in their business. You’ll notice that there is a mix of real estate focused and community focused options below.
Home Renovations with the best ROI
This is a good lead magnet because the prospective client may be considering a move in the next few months. This will tell them which home renovation projects to consider and which ones they can skip.
Home Buyer / Home Seller Guide
If you have a downloadable guide customized with your information and local market information, this is a great way to get in front of those who are ready to buy or sell now.
If you’re in the market for new listings, offering a free comparative market analysis is a great way to find homeowners who are in the starting stages of selling. They’re wondering what their home is worth and if now is the time to make a move.
List of Homes Under/Over a Dollar Amount
We’ve all seen those Facebook Ads that offer a list of all the homes for sale in the area for under $300,00 or whatever the dollar amount the agent decides to use. Similar to the free CMA opt-in, this is a great way to find buyers who are ready to go now.
Neighborhood Market Report
A neighborhood market report is a great opportunity to showcase both your real estate expertise and your community expertise. Many homeowners like to stay updated on what the home values in their area are doing, but that doesn’t necessarily mean they’re ready to move. Some of these leads may be ready to sell now, while others may need to be nurtured a little longer.
This would be a great opt-in for those agents who are looking to build their email list but are willing to take the time to nurture a lead long-term. Offering the community calendar allows you to get the lead on to your email list, with the understanding that they may or may not be ready to buy or sell immediately.
Similar to the community calendar, the guide is for long-term prospecting. There is more to a community than just things to do. Your guide should include information on the real estate market trends, top restaurants in the area, economy information and school district information. Again, this point of the guide is to show your community expertise.