When working at a brokerage, whether you’re an agent or a licensed real estate broker, lead generation is something you would hear on a regular basis. It’s not a news flash that this is what would keep you going in the real estate business.
However, if you’re new, leads are defined as the people that may express interest in your properties. They can fall under any category, like age, occupation and location. To “generate” said leads, there is a need to campaign your business to the market, either in-person or digitally.
Lead generation for brokerage is relevant because you place prospects into the sales funnel for more closing opportunities of the properties you sell. There are different strategies to generate qualified leads, but ultimately it revolves around understanding your audience’s wants and needs; so that they’ll want to do business with you.
Here are the 4 things you need to know about Lead Generation for Brokerages:
1. PIONEERS OF PROFESSIONAL REAL ESTATE
Before coming up with any strategy for your campaign, you should make it your objective to take your prospects seriously when nurturing them from a cold lead into a hot lead. How hot or cold your prospect is determines the probability of them turning into a closed sale.
Clients and investors are looking for people who can understand them beyond a superficial level. So if you come on too strong with just wanting to sell properties and not to make a connection with them, they can lose interest easily. You are going to meet a lot of people, but you should make every interaction count.
Think of it this way, people want to do business with someone they know, like and trust. If you don’t fall under any of the aforementioned traits, your efforts will lead you nowhere. Once you build trust and credibility with your prospects, the ease in selling a property becomes secondary because they find value in your service.
It all starts with your mindset and approach to offering quality real estate service and staying committed to making sure that you answer to inquiries with sympathy and provide relevant information.
I’ve shared the reasons why you should work with REBAP Makati, one of them being recognized in the real estate industry as trustworthy and reliable certified real estate brokers (CRBs) because of their positive customer relationship management. Our clientele is the fruit of effective relationship building as a strategy to generate leads.
2. KNOW THE DIFFERENT ENTRANCE POINTS
There’s a list of ways to acquire real estate leads, some for free and some requiring some sort of fee to access. You can either start fresh with new customers or engage with former and existing clients.
Acquisition through buying leads are inorganic in nature because for starters, those leads you’re getting are obtained by other means and may not necessarily have any interest in your services. You may end up being intrusive and be directed to their spam or blacklist.
Each lead-gen campaign should have a call-to-action (CTA) prompt, so make sure they are clearly mentioned so you redirect your leads into the direction of the action you want them to take. Different types of prospects have their own ways that they wish to be pursued, it can either be traditional or digital in nature.
The most natural way to meet prospects can be through the community or an open house. You can also try asking for referrals, because they are those who can contact you directly for inquiries or address their immediate concerns.
In the digital platform, some ways to generate leads are through online branding using targeted content, coupled with SEO; to take things further, you can use social media and online advertising in redirecting them to your website or accomplish the form in your landing page.
3. WORK ON YOUR CONTENT AND EXPERTISE
Becoming a real estate trusted advisor is more than just being on good terms with the client, but more about making them satisfied with your service. There are some methods to do this and mostly involves providing them with useful information, otherwise known as content.
Since most of your time will be consumed by meeting prospects, answering inquiries and performing other real estate transactions, being well-versed in your craft is important in making you credible and reliable to acquire services from.
When you’re not interacting face-to-face with your clients, you can use technology to help you share content with your existing clients and potential customers. It can be in the form of blogs, images or videos on social media and your real estate website.
The key factors you should consider is to make sure that your content is specific and targeted to your demographic. This type of segmented campaign increases your chances of engagement, because your particular audience will benefit from your output.
4. NURTURE YOUR LEADS THE RIGHT WAY
Once you manage to acquire leads, sorting and funneling them is the next and most crucial step of all. If you can have a grading structure to sort how hot or cold your leads are, it would help you to prioritize which leads to deal with first.
Using a CRM application will help you segment your leads and send them targeted content for effective marketing. With applications like Prosperna, it’s easy to send unlimited SMS and email blasts.
You can also have your own website built, if you’re not subscribed to a listing website to help you sell properties. Your properties may also be included on your website’s listings page.
Your CRM application may also be used to schedule trippings for the clients, unless you’re digitally-enabled and have virtual tours available at home. Then, why not?
IN A NUTSHELL
Lead Generation for Brokerages doesn't have to be grand, all you have to do is get started. You can begin with small steps and work your way over time. If you want to learn more about what it takes to be a broker, I suggest that you send me all of your inquiries and I’d be more than happy to assist you.