Lead generation in real estate is never easy. What the hot trend is right now, might not be so hot in just a few months. The frustrating part for investors is reaching the right people to make a deal as quick as possible. Even the best software tools that provide a one-touch approach can fail big time when it comes to growing a business. Use this fool-proof lead generation for real estate guide to your advantage.
Leads are Not Created Equal
There are currently 287 million Internet users in the United States. A percentage of these users have no intent to sign-up, buy anything or request information ever. Targeting is crucial when it comes to locating the respectable percentage of people hoping to sell a piece of property to another person.
Depending on where you are investing, digging into a your local market by means of web targeting is a good start. Once the decision is made where to find a seller, the process of capturing a lead must be put into action.
There are two types of leads smart investors generate.
1. Seller Intent
2. Qualified and Accurate
The differences between the two types must be understood. For starters, potential seller who goes through the effort of targeting a person or group in hopes to sell a house can fall into the ‘intent’ group.
Leads with Intent
Since generic pre-fabricated websites are setup to capture information through a web contact form or app, extracting as much data as possible is the key. Unfortunately, without safeguards in place to identify the strongest sellers, captured data might not be helpful.
Not every homeowner or landlord who owns a home will enter data correctly. When this happens, it is very difficult to verify the precise address and value of a property. Even someone who inputs correct data might forget to include a contact phone number or e-mail address.
Welcome to house buying hell!
Leads that are Qualified and Accurate
Secondly, information that is submitted through a digital process with the right tools in place has a greater chance of being verifiable and more precise. There is a fine line between collecting raw data and asking for too much personal information when trying to generate a real estate lead.
A proven method to discern whether a person ready to sell a single-family house, duplex or apartment complex is to validate field forms and use an autoresponder. Through 21st century web-based technologies, addresses can be verified immediately as well as other forms of contact information.
Acquiring accurate and qualified information can mean the difference between low conversion rates and higher percentages.
Factors Contributing to Better Leads
Not very many companies share ‘how to’ data in the marketing community. The fear is that once the tricks of the trade are made public, fewer buyers will retain the services of an in-bound marketing agency.
The myth is debunked though because people appreciate honesty and integrity.
The fool-proof lead generation strategies for real estate that we employ for clients here are based around time-tested methods. Learning what works and what does not takes a lot of time and effort.
The following factors do improve the quality of leads generated for investors in the real estate industry:
1. Page Depth
The best book publishers in the global marketplace know a thing or two about quality. Books and periodicals that are written to inform, educate and stimulate the brains of readers almost always outperform low-quality textual counterparts.
In terms of reaching a demographic of motivated sellers, the same pathway is utilized.
The depth of a page is used to maximize the value to a person reading it. The content must be good enough and on topic enough to peak the interest of a person while also providing truthful information.
Research shows that a typical visitor to a website will review between three and five pages first before a decision is made to enter information into a form, buy something or respond to a call to action.
Investors of real estate who seek better leads have to understand the importance of page depth. Poorly-written content, thin landing pages and typical SEO working like ‘we buy houses in + city‘ will never reach the best owners of homes to sell.
2. Quality of Content
Even if you do not know it yet, food date codes and content creation are very similar. Manufacturers use date labels to ensure that the prepared or packaged food remains at its peak freshness level. Ingredients that are not up to par will not usually be favored by a consumer who eats them. An expired date code can hurt the integrity of a food manufacturer.
The above scenario is no different for a person who buys and sells properties for a living.
Attracting someone through digital methods usually involves written content. Depending on how good the content reads and the information it contains, people judge the reputation of the website or company that provides the written words.
Writing good content takes a lot of research. Even the most knowledgeable investors in the housing industry have trouble putting the right words together to create blog posts, reports and autoresponder e-mails.
The freshness and quality of the content on a website or mini-site does matter. Hiring professional writers, not just so-called writers hoping to make $3 in a foreign country, will improve the quality of leads that are derived.
Frequency of Posted Content
It is official: major search engines respond faster to regularly posted content. The goal of these companies is to be the first to index the most original words on a page to display this information to consumers who search for particular topics.
In the old days, circa 2005 through 2014, anyone who had access to a computer keyboard could crank out data that would later be indexed at various positions in search results. Pages that were ranked usually were a few years old and were once thought to be the authority on a specific topic.
With new metrics put into place through algorithms, the days of posting a lot of low-quality text on a website are now over. Regular intervals of publishing information are now required to achieve the best placement among search engines.
A pro writer who understands the needs of a potential seller in the housing industry can craft well-written pieces of content. This fresh publication is what organic lead gen is all about, and is what produces long-lasting results.
Trust is Huge
The ability to trust a new person who might be able to help you is quite a struggle for people. The sale of a house through a ‘new friend’ takes more than a couple of e-mail exchanges or 20 minute phone calls.
Trust is now built through an online portfolio. Websites such as LinkedIn, Twitter, Facebook and Bigger Pockets provide a secondary method of putting a face to a name in the web community. For the typical home seller, the procedure of double-checking names, numbers and business addresses of potential buyers really does happen.
Asking someone to give out what is considered to be persona information without a trust factor is pretty brave. Having a social media presence apart from a website that generates qualified local leads is a good thing.
As part of a marketing plan, a social media campaign is now standard with all packages that appear to investors planning to use Activated Marketing for top results.
Following Up Fast
The lifespan of a sales lead is about 48 hours. From the time a person submits a request, the clock begins ticking away. Problems with response systems, sites going down and phone numbers that are busy are all real concerns.
How fast do you respond to a seller? Results show that a super fast response, within about 6 hours, usually works out the best. If all systems are in order and proper research can be conducted, the chance of making a deal is increased significantly.
Since technology is a big part of getting people to call or e-mail, a secure and stable platform must be in place. The quicker a follow-up can happen might mean selling or renting one more property.
All Reviews Matter
Websites like Yelp, Pissed Off Consumer, Site Jabber and Rip Off Report have changed the landscape for consumer reviews. What used to be a private matter between businesses and a frustrated person is now publicly accessible.
Regardless of the type of business formation that you have, one negative review might be hurting dealings with sellers across the United States. People usually consider, to a certain degree, what another person says about a product or service.
The best marketing for real estate should include reputation management through reviews. Trying to acquire a lead when you have a host of bad reviews that anyone can find on the Internet is a hard hole to crawl out of.
Intelligent management of all digital properties, responding for better or worse to complaints and following-up quickly work wonders for a reputation.
You can and will generate more leads by following these tips.
Get it Done for You
Why try to do something yourself that you have not mastered? It is easy to throw money away. Every city has small and large SEO companies fighting to make the next dollar.
Activated Marketing gets and continues to get results for clients without putting people’s business in jeopardy. You can lose it all hiring the wrong firm to handle the generation of qualified real estate leads online.
Reach out to us right now. Let us analyze your current strategy, and help prepare a proven solution to create more revenue for your investment business.