Housing Agents: Are You Using All of These Lead-Generation Strategies?
Written by Hana LaRock
If you’re an experienced housing agent, then you’re probably already putting forth the best lead-generation strategies that you possibly can. But, what if you could take your efforts a step further? What if these efforts can help you access those clients that are the best match for you?
As a real estate agent, it’s important to continue learning new ways to find leads. Sometimes, it’s not what you’re doing, but how you’re going about it. Whether it’s putting more time and investment into certain lead-generation tactics or tapping into something you haven’t tried before, it’s never too late to see where a little improvement can take you and your business.
Anyone who is working in this day in age should understand the power of content creation. But, content comes in many forms, and it may be time to start creating content that you haven’t created before. If you haven’t tried video content, give it a shot. After all, virtual tours are “in” now. If you haven’t tried editing your listing photos and updating your descriptions so they are concise and engaging, give it a try. Podcasts? Why not. Know your audience and just see what you can create. Worst case scenario, you’ll discover that certain types of content do better for you than others, and that’s not a bad thing.
Additionally, if you have been creating content for some time already, consider having that content optimized. SEO may be a term that’s thrown around in the online business world, no matter what industry it is you’re working in. But, it’s important that you do it. And, if you know how to do it right, you can take content that you already have and maximize it to its fullest potential, without needing to reinvent the wheel.
Whatever your needs and abilities are right now, a Content Management System (CMS) software for real estate agents can help keep you organized. Also, if you haven’t already, consider installing Google Analytics into your site so you can see how your content is performing.
PR and Guest Posting
While creating content works as a great inbound marketing strategy, PR and guest posting is a good outbound marketing strategy, and can be another interesting and effective way to bring in leads.
Contact local magazines and papers and reach out to people who work or advertise in your industry. Send a basic pitching email to tell them who you are (you can find templates online), and why it would be beneficial for them to share your information with their audience. For instance, if there’s a magazine catered to expats in your city, see if you can get an ad in their offering your real estate services to readers.
If it’s a win-win, that’s something you should mention (perhaps you can arrange a deal with the magazine that you give them a small commission/advertising fee for every lead they bring you). You can also see if there’s an opportunity to guest post and/or backlinking on similar websites, which means offering to write a post for someone else’s website or get a brief mention in an article that they are writing, which will link back to you.
Keep in mind that these days, too much of these types of emails/messages can come off as “annoying” at the very least. So, it’s best to only do this through connections and people you know, and when there’s some benefit for them as well.
Social Media Marketing and Ads
Creating all this content means nothing if you don’t share it somewhere. Whether you prefer to write blogs, create videos, or post memes with tips that will attract leads, you have to get this all up on social media.
We get it. Social media is distracting, especially if you have work to get done with the clients you already do have. But, for just a few sentences per day, there’s so much potential with Facebook, Instagram, YouTube, etc. Some housing agents are even using TikTok!
Utilizing Lead-Generation Software
Technology can be a blessing and a curse, but if you know how to use it to your advantage, then you could see your lead numbers rapidly increasing. There are so many different types of lead-generation software for real estate agents out there—some specific to users in this industry, some just for businesses in general. Utilizing this software—whether it’s to automate your emails or cash in on FSBO and expired listing leads—can go a long way.
Of course, getting access to this software may require an investment, but it’s worth trying it out to see what you can make of it.
Automated Email Marketing for Follow-Ups
Speaking of automating emails, a Customer Relationship Management software can help you run and automate lead-generation tasks. But, if you’re not ready to do that just yet, simply finding an email marketing system in which you can automate emails to your leads can really make a difference, and those usually don’t cost much.
Many leads go cold after the first interaction, and with automated emails that you can set-up and schedule, you can follow-up with these leads while you sleep. By automating your emails, you can be rest assured that your current leads will be taken care of, all while you focus on bringing in new ones; then, you’ll keep the cycle running over and over again.
One of the biggest reasons people seek out the help from a real estate agent is because they need a person—a human—to help them with the process. This is especially true for people relocating to new countries. While looking to software to help offload some tasks can certainly be really beneficial for your lead-generation numbers, at the end of the day, there are some tasks that humans can do that technology simply can’t. Who else is going to oversee all the email creating, content creating, overseeing of automation, and ultimately, connecting with clients?
Sure, you can do some of this yourself, but as the leads roll in in larger numbers, you’ll need someone—ideally a (human) assistant—to help you manage some of these tasks. Best of all, assistants can come in all forms, depending on what it is you need help with the most. For instance, while some housing agents may hire a writer to help with content creation, others may hire someone to manage their social media page. Some may look to a marketing manager to take on all of this, so you can do what you do best—helping clients with their housing needs.
Community Involvement and Recommendations
If you’re a housing agent that works with people from all over the world (and, if not yet, that’s the goal you’re aiming for), there are other ways to improve your lead-generation that may not require technology or presence in the cyber space whatsoever. Sometimes, all it takes is getting out into the community—whatever “community” may mean for you and the type of clients you want to connect with.
For example, if there’s an expat group that’s getting together in your city, or an event in which a lot of international students may be attending, it may be worth making a presence (with permission, of course). Even if you don’t find leads here, chances are the more people you meet, the more referrals that can be sent your way. Connections are so important in this industry, especially if you’re hoping to be matched with an international audience.
Pursuing Leads From Unfamiliar Sources
If you plan on working with people who are new to your area—especially those coming from abroad—it’s important to know what sources these potential leads are using in their home country to connect with housing agents. For example, if you’re a housing agent in Europe looking to connect with soon-to-be expats from the United States, you should know where these potential leads would go to find their housing options back in their home country. We’re not saying you have to post an ad on Craigslist, but it may be useful to know a person’s process for finding a home so that you can align with that as best as possible.
It may be unfamiliar to you now, but HousingAgent.com is a great way for real estate agents to connect with expats from all over the world who are in need of your services. Create your profile today and see how quickly you can improve your lead-generation!