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5 Ways to Generate Real Estate Leads Online
by Brandon Cornett
When it comes to Internet marketing, real estate leads are the first step to gaining clients via the web. And they come in many forms. A person might leave a comment on your blog (with their name and email address), they might fill out an-information-request form on your website, or they might email you directly. These are all forms of web-based leads, and they are extremely valuable to your business.
You might have heard the term "conversion" used in marketing circles. When it comes to real estate marketing online, a conversion is basically synonymous with lead generation. An onsite conversion takes place when a website visitor goes from being just a visitor to something else as well.
For example, if somebody visits your real estate website and subscribes to your email newsletter, an onsite conversion has taken place. The person has "converted" from a casual visitor to a newsletter subscriber. If somebody visits your website and contacts you, another form of conversion has taken place (from casual visitor to viable lead).
5 Techniques for Generating Leads
This article is part one of a two-part series about real estate lead generation. In this article, I'll offer some techniques you can use to produce more leads through your website or blog. We will continue this discussion into a separate article with five more strategies.
1. The Informational Booklet
I have covered this one in a separate article here on the site, so I won't go into the details here. Suffice it to say that, when done right, this technique can help you produce a steady stream of real estate leads through your site. Here's how to do it right.
2. Access to Property Listings
This strategy is something of a double-edged sword, but I've seen it used to good effect as a way to generate real estate leads online. Basically, you would offer access to online property search tools and require people to sign in to use them. Thus, you would (in theory) produce real estate leads through the property listings on your site.
However, consumers are becoming more and more aware of all the big property listing websites available today. They also know that many of these sites can be used for free. So while this has been a viable technique for generating real estate leads in the past, I don't see it continuing that success into the future.
In my book on real estate website leads, I offer a modern twist on this technique that might be more useful for you. If you're serious about generating leads through your website, you really should download that book!
3. Blogging / Blog Comments
If you have a real estate blog that you update often with quality content, you could generate leads through the blog in several ways. If you used an RSS subscription tool like FeedBurner, you could build a list of subscribers over time -- sort of like an email newsletter list. You can also set up your blog so that people can leave comments on it, which will often include their email address. Lastly, you can generate real estate leads simply by impressing visitors with your knowledge. If the quality of your blog motivates people to contact you, then the blog gets credit for producing the real estate leads in that scenario.
4. Email Newsletter Subscription
Many real estate agents say that email newsletter don't work anymore. But in most cases, these are folks who (A) did a poor job launching and sustaining their newsletter, (B) watched the strategy fizzle out in front of them, and (C) now has a bad taste in their mouth about newsletters.
The simple truth is this. Good newsletters are a great way to generate real estate leads and business. Bad newsletters are ineffective for these purposes. As always, it is a case-by-case scenario where blanket statements do not apply.
I have published several newsletters over the years (including this one), and they all earned subscribers on a regular basis. I currently publish two newsletters -- this one for agents, and another one geared for home buyers. One thing I've learned is that you have to work hard to create a valuable newsletter and promote it properly.
The expression "build it and they will come" does not apply to this or any other aspect of Internet marketing. You have to build it, add value to it, promote it properly, experiment with it, learn from it, etc.
Here's the bottom line. An email newsletter can be a great way to generate leads (names and email addresses) and to communicate directly with them. But you get out of it what you put into it, and the reader response will be equal to the value of the newsletter.
If you are considering this strategy, and you want to make it a lot easier for yourself, check out the email newsletter programs on the tools page.
5. Online Chat Tools
Do you have an office manager or customer service person who is near a computer during business hours? If so, you might consider installing a chat program on your website as a way to generate more leads through the site. These programs are easier to install than most people realize, and they can help you connect with people who visit your website.
If you do employ this strategy, my advice is to train the person who is handling the chat inquiries that pop up on his or her computer screen. It's sort of a balancing act -- you have to answer the person's initial questions, while also moving them toward a more "formal" conversation by phone or email. I would also advise you to place the "Chat Now" button in a highly visible place on your website. If your website is already crowded with stuff, reorganize it to highlight the most important things.
About the author - Brandon Cornett has written an e-book that outlines ten of the most effective techniques for generating real estate leads online. You may download this book in PDF format by visiting http://www.armingyourfarming.com/products/lead-generation.php