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Is Your Real Estate Lead Generation Failing?

You know those people who always seem to have a constant stream of leads? They’re not just lucky, they know how to generate them. If you’re struggling to generate leads for your real estate business, it could be because you’re making one of these 5 mistakes.

You’re not targeting the right demographics

One of the most important steps you can take as a real estate agent is to understand who your ideal client is. When you try to attract everyone you attract no one.

 If you’re marketing to people who are not in the market for a home, then they won’t be your next client.

And if you’re going after everyone and their mother, how will you know which leads have real interest? You might as well toss darts at a map of the country! Not only do these unfocused efforts lead nowhere but it’s also wasting valuable time and resources that could go towards attracting potential buyers and sellers.

You need to figure out where to find them – what events should you be attending or neighborhoods should you be farming? That’s one way to start homing in on their needs so when they see your postcard come through the mail (or Facebook ad) they’ll take notice.

Your message is unclear

Have you ever spent a lot of time crafting the perfect social media post, only for it to fall flat?  Maybe you thought the post was a perfect representation of your personality, but it didn’t seem to resonate with anyone.

In real estate marketing, we call this “message misalignment” and one reason for its occurrence is that what you’re portraying in your social media posts isn’t consistent with who you are offline.

Do not be afraid to show your true self on social media! I’m sure people would rather follow someone they can relate to instead of an online persona created by marketers out there. If people find out who you truly are at heart, then they’ll know more about why they should hire or work with you when needed.

As you are creating your real estate marketing materials, be sure you’re showcasing your personality, letting your ideal client know that you relate to them, and include a call to action.

You’re not getting enough traffic to your website

If you don’t have your own website, take this as a sign that it’s time to get one. As a real estate agent, the worst thing you could do is rely on your brokerage’s website.

Once you have your website set up, it’s crucial that you take the time to market it and give visitors a reason to visit the site.

For example, create an attractive landing page geared towards your target audience. This could be a blog post that answers commonly asked real estate questions or a video of you answering the most common client complaints in order to show prospective clients how much they can trust you with their home. Use the landing page as a way to capture the lead, and your website as a way to create the know, like, and trust factor with you.

If people are coming to your site but aren’t opting-in to your marketing funnel or contacting you, read through your content to see if you’re giving away too much information. It could be that not you’re not giving visitors a reason to enter your real estate marketing funnel. You may not need new lead generation strategies if there’s something preventing them from converting into leads after reading what you have available online!

Your landing page isn’t converting visitors into leads

In the world of digital marketing, running ads online has become one of the best ways to generate real estate leads online. 

The problem you may have run into is consumers are clicking the ad, but your landing page isn’t converting those consumers into leads. It could be because the copy on the landing page is not designed to be a lead converting machine.

First, your headline must call your ideal client and include a benefit of the promotion to get the visitor’s attention quickly, and without reading too much text.

Inject the word “free” anywhere possible on the landing page because people love free anything – especially if they deem the product or service to be extremely valuable. As a real estate agent, we both know homes are free, but you could provide a free comparative market analysis or a free guide teaching them how to save for a down payment.

Be sure to add social proof like testimonials, ratings, and other awards and accolades so potential customers know past clients have found value in what you and the services you offer.

You don’t have a way to track your lead generation efforts 

Do you know where your real estate leads are coming from? Do you know which social channel is doing better than others or which emails are getting the higher open rates? If not, then that could be a clue as to why you’re not generating real estate leads or closing a sale.

Knowing where your leads are coming from and what type of content gets the most engagement is going to crucial in creating your real estate marketing plan. No one wants to waste time on a task if it’s not going to help them bring in more business.

In addition to knowing where you should focus your real estate lead generation efforts, you need to have a follow-up system in place. Often time, agents believe if a lead isn’t ready to buy or sell at that moment then it isn’t a good lead, but that isn’t true. When you have a follow-up system in place, you’re able to nurture your leads until they are ready to buy or sell, even if it’s several months down the road.

A good follow-up system isn’t only going to help you convert more of the leads you already have, it could help you generate additional leads because you never know who is sharing your content with their friends and family.

Generate More Real Estate Leads

There’s nothing more frustrating than putting a lot of effort into generating leads for your real estate business and not see a return on your time and investment. To avoid this, you need to make sure you’ve crafted a real estate marketing plan aimed at your ideal client.

To help you get started generating more real estate leads, be sure to grab our free content marketing guide designed specifically for real estate agents. In this guide, you’re going to learn how to use content marketing in your real estate business, the power of storytelling, questions you need to answer to understand who your ideal client is, and so much more.


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