It can be exceedingly difficult to find customers and keep them engaged in real estate. There are many tactics that every realtor should be able to utilize to circumvent the issue of losing clients.
That is where lead magnets come in. Lead magnets in real estate are basically incentives that keep the client engaged and willing to share their contact information.
A real estate agent can use many different kinds of real estate lead magnets. The goal for a realtor looking to keep their lead is to find a technique that they deem most appealing to that lead.
This goal can combine different incentives and communication for the potential buyer.
Finding the Right Real Estate Lead Magnet
Every potential customer is different, and it is essential to remember that there is a wide variety of demographics with a wide variety of preferences looking into purchasing or selling off property.
That is why the first step in keeping a lead interested is to get to know who they are. What is important to them when making a significant investment? What would allow them to feel that their realtor is being as transparent as possible?
Lead magnets are, in essence, just another form of marketing, and marketing for real estate involves a balance of professionalism and personability.
The proper rapport needs to be established between the lead and the real estate agent.
The realtor must be professional, knowledgeable, and can relate to the client. Every real estate lead magnet should aim to boost credibility in one of these areas and generate leads.
The Most Common Types of Lead Magnets
The most common real estate lead magnets can captivate potential buyers by giving them access to information that is extremely helpful in their journey to buying or selling a property.
This information will also help a realtor build credibility, as it can help establish their knowledge and willingness to be as transparent as possible with their leads.
1) Free Property Evaluation
A popular example of these informational lead magnets is a free property evaluation in exchange for contact information.
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The best way to do this is to incorporate a program that sends out an evaluation automatically as soon as the lead submits their email address. eXp’s system does just that!
Knowing the market value of a property is valuable information to anyone looking to purchase or sell it.
If a realtor can provide this information without any stipulations or hoops to jump through, then it acts as a show of good faith.
Free home evaluations also convey to a lead that their realtor is interested in working with them and is not just focused on profiting off them.
2) Market Reports
Sending regular market reports to a lead accomplishes the same thing in terms of building a rapport, but some buyers might benefit more from weekly updates about the housing market as a whole.
Giving a buyer the chance to find what they are looking for is a great way to motivate them to act, and it can also work as a great way to establish transparency.
It also convinces them that their realtor will sell their desired property at a fair price.
Offering free market reports can also benefit both the realtor and the lead in the sense that it acts as a way of viewing the desired information without having to scavenge the internet to try and find details about properties that might work as a better purchase for the lead.
3) Buyer’s and Seller’s Guides
A buyer’s guide in real estate is another way to provide a lead with concise information that helps them to filter out less relevant information.
Purchasing a home or property can be difficult, especially in a constantly changing market.
This fact makes a buyer’s guide another great way to incentivize potential leads to give a realtor their contact information.
If the steps are correctly laid out, this could also lead to less apprehension regarding purchasing.
A seller’s guide is the opposite of a buyer’s guide and gives tips and tricks that a leader can use to raise their chances of success in selling their property for a fair price.
These tips include ways to make the property more appealing to potential buyers. This trick also increases the credibility of a realtor and can help convince the lead to trust them.
Offering a webinar in an effort to inform potential customers is another proven way that a real estate agent can get more leads.
It acts as another example of how information-based incentives can motivate leads to take action.
The webinar can be presented live or as pre-recorded videos. It also acts as another great way for a realtor to show their clientele transparency and explain potentially confusing concepts.
An added bonus to a pre-recorded webinar is that it becomes more accessible than a live presentation. This allows leads to view the content on their own time and will increase the chances that they will engage with the benefits.
It could also produce more traffic to a real estate website.
How-tos are a good way to incentivize a specific type of buyer or seller and can continue to improve the relationship between the real estate agent and lead.
These how generally serve to inform people about the more intricate parts of real estate and go into more detail about specific situations.
Examples of these less general situations can include first-time buyers or sellers or people who have had trouble with the process of buying or selling in the past. Every real estate agent should be prepared to help in these situations since failure to do so could result in the loss of a lead.
Catering to the needs of certain people or having answers to more in-depth questions will inevitably prove that the realtor has experience and wisdom that they are willing to share with their leads.
Choosing the Right Lead Magnet
There are many factors at play when it comes to picking which lead magnet is the best option. As previously stated, lead magnet should determine the right one on a case-by-case basis, and each customer has different wants and needs that must be considered.
If a real estate agent wants to hang onto a lead, they need to be willing to get to know their clients. Some might be more receptive to information regarding the market, where others might appreciate more help in their home-buying or selling processes.
With this in mind, the argument could be made that there should always be some creativity involved when trying to appeal to a lead in order to get the right messages across.
The lead should always gain something from the lead magnet, so if the incentive for interaction does not accomplish this, losing the lead becomes far more likely.
First-time buyers would likely benefit more from a lead magnet that introduces them to purchasing a home or property in a friendly and non-intimidating manner.
This means that they would be attracted to lead magnets that reflect this.
Instructions on the home-buying process would prove beneficial, or “courses” that go into greater detail about things like finances and potential red flag characteristics of a property. The goal is to make the lead feel comfortable and like they hold power.
Failure to do this will cause the real estate agent to lose credibility and might cause a lead to start looking for other options.
First-time sellers are also likely to be more motivated by introductory material that helps them feel more comfortable. Lead magnets for first-time sellers should include guides on what kind of buyers to be wary of and how to make the property look more presentable.
The lead magnet can also include tips on how to get the most value they possibly can out of the property and how to eliminate potential problems contributing to decreased value.
This can prove beneficial since the sellers could start being proactive and fix problems that would arise later on in the selling process.
Experienced Buyers and Sellers
This group of leads would be more likely to benefit from valuable information about the market and how much the properties in question would cost or sell for on the market.
As previously stated, this kind of information would prove valuable to these leads since it takes them out of the metaphorical bubble of guesswork and independent research.
Everyone is concerned about if they are getting the best deal possible. Market reports are also an excellent way to show leads that the properties they are interested in are priced reasonably and give them a general understanding of how the market works.
It also shows that real estate agents are interested in helping them achieve their personal goals and is a show of good faith.
Navigating the real estate industry and the real estate market can be challenging and confusing. It should be the job of the real estate agent to nullify any concerns about buying or selling property.
If this is done correctly, the real estate agents looking to improve their craft will not only support their leads and give them more confidence, but they will likely find new leads faster than they did before. eXp makes this easy. Call Traci Gagnon and find out why Realtors get free with eXp! 210.465.5275