Lead generation services for real estate businesses

TOM RICHARDS
June 13, 2024

For real estate businesses lead generation is essential. Here are some tips for getting your name out there to grow your business and your brand.

Bricks and mortar. It’s not going anywhere anytime soon. Demand in your industry is always likely to remain relatively stable.

The challenge is getting your name out there, elevating yourself above the competition and making sure enough of that demand finds its way to you.

And that’s where real estate lead generation comes in. Here are some quick tips to get you thinking about how you can draw more people towards your real estate services.

Contents

Branding
Incentives
Search engines
PPC advertising
Social media
Livechat
Local media and financial publications
Networking events and open houses
Being outspoken
Strategic partnerships
Lead nurturing

One quick thing before we start…

Promoting your business isn’t easy. It takes time. And that’s something you are most likely in short supply of. As a property lead generation expert, we partner with carefully selected clients to bring them transformative revenue.

Real estate is an area where we excel – with proven results. If you’d like to know how we could help you grow your business, ask for a free proposal and we will lay out what you can expect within three months of working with us.

Finding an agency who will work hand in hand with you to achieve revenue goals was important to us – and in Adbetter we found that. Their practical, dependable approach coupled with their ability to build full lead journeys (from ad design and copy to lead capture and reporting) has made them a seamless addition to my team and one I’d recommend in a heartbeat.
Alexandra Lamport, Marketing Director, GetGround

1. Great branding is non-negotiable

Real estate is an industry where vast sums of money are transacted. You have to look the part. Your logo, colour palette, imagery and written communication must feel premium and trustworthy.

Not only that, but it has to be consistent across all of your marketing channels. Make sure you have a credible identity that is recognisably yours.

If your branding feels cheap and scammy, you won’t be convincing anyone to part with their cash – no matter how many leads you generate.

2. Hooks and Incentives

People respond to incentives. Give your target audience a reason to engage with your company.

That could be registering for a webinar about why your leads should consider your services, a virtual tour of one of your properties, a guide to property investment or even a financial incentive for registering their details. Be creative.

3. Placate the search algorithms

In a competitive industry like real estate, your website should be working as hard as possible for your business. That means following the latest SEO best practice – such as indexing your webpages correctly, including the right keywords in your copy and creating original, helpful content for your visitors.

But beware. In a space that’s as competitive as real estate, you may have to work very hard with your SEO strategies to sashay up the search rankings.

That’s why you should…

4. Utilise Pay Per Click (PPC) advertising

Imagine jumping straight to the top of the search results for keywords related to your real estate services. With pay per click (PPC) advertising, it’s a very real possibility.

PPC is one of the most accountable and rewarding marketing tactics. You reach people at the exact moment they are searching for services that you provide. And, as the name suggests, you only pay when people actually click on your ad (when they’re already interested in your services).

Here’s our complete guide to Google ads for real estate leads.

A well-maintained social media presence can be a fantastic lead generation vehicle for real estate businesses – allowing you to craft a more personal relationship with your leads. The ability to post photos and videos gives you an easy way to showcase your properties and explain more about your services too.

Social media channels such as TikTok, Instagram and Facebook also allow real estate brands to advertise with paid ads. Again, it’s a highly accountable and potentially rewarding way to advertise your business.

And while social media isn’t quite as targeted as search, you still get lots of control over who sees your ad. In terms of lead generation services for real estate businesses, social media advertising is up there with the most powerful tools at your fingertips.

6. Add live chat to your website

Some people love it, others hate it. But there’s no doubt that this somewhat marmite marketing mechanism is capable of generating easy wins in terms of lead generation. The intrusion can be annoying.

But people do engage with live chat – and connecting a prospect directly to a member of your team can be a really efficient way to win new business.

A word of warning: If you’re going to offer live chat, make sure you’re able to meet demand. Keeping your prospects waiting won’t win you any fans.

7. Local media and financial publications

If your property portfolio is located in a certain area – or you have a key development you want to promote – then local media can be a great option for lead generation. Whether penning an article or publishing an advert, you never know who’s going to be reading.

Financial publications are another place to seek exposure for your business. Readerships are likely to be wealthy and keen to engage with opportunities that meet their investment criteria. What’s to say you can’t tick their boxes?

8. Networking events and open houses

Even in the digital age, the old adage rings true. People do business with people. And networking events remain a great way to meet people and promote your services.

Rather swerve the awkward meet and greets? Host your own open house. It gives you full control over the guestlist and the wine selection. All while showcasing one of your properties.

9. Be outspoken

In the age of misinformation and banal status updates, don’t underestimate the value of genuine expertise. It stands out a mile off. Demonstrate your knowledge with insightful commentary on relevant issues affecting your industry and your target audience.

It’s a great way to establish your credibility and build a community around your business. Whether it’s a blog, social media or a megaphone in the high street, genuine expertise is compelling. You have a voice. Use it.

10. Sidle up with others in your industry

One of the best (and easiest) ways to sell your services? Get others to do it for you. That’s where strategic partnerships come in. Think of other businesses connected to your industry – such as mortgage brokers, banks and financial advisers – and ask them to recommend your services to their clients.

In return you can point to the businesses you have partnered with when your clients are in need of their services. No brainer.

11. Lead nurturing for real estate

Gathering fresh leads is just the start. You must have a process in place for nurturing your leads, nudging them towards the moment they convert and become your next client. That’s especially true in real estate. People need time to make decisions when a lot of money is at stake.

Your nurturing process could involve email newsletters, telephone calls or retargeting campaigns on social media.

But one thing is certain: in this industry there’s a direct correlation between the speed at which you get your lead to commit to a meeting, and the likelihood of them converting.

Lead generation services for real estate: why we love PPC

If you asked us for the one strategy that had the biggest potential to shift the needle for you in terms of lead generation and revenue? When it comes to real estate our answer is always pay per click advertising.

Non-PPC strategies have their place. Of course they do. But they also have something in common. Uncertainty. When you are looking for some substance and security in your new business pipeline, it’s preferable to have a strategy that provides you with some certainty – and that’s PPC.

Why? Accountability. You get direct control over your ad spend. You get direct feedback on your ad performance. And – used properly – you can bring a predictable stream of enquiries, sales meetings and warm leads your way. Week after week, month after month.

You can learn a lot from us…

Pay per click advertising is our forte – and real estate is one of the verticals we specialise in. The knowledge we give away for free can take you far.

In the social media ecosystem we’ve rounded up our expert advice here:

Or explore how you could be generating more enquiries via Google:

Or just come to us directly

Of course, when you are running a business, you often don’t have time to invest in your new business activities. You’re too busy with the day-to-day stuff. So let us help.

Ask us for a free proposal and we will lay out exactly what you can expect within three months of working with us. Let’s get started.

ABOUT TOM RICHARDS

As the founder of Adbetter, Tom has spent over 8 years of his career mastering PPC lead generation, focusing on leveraging platforms like Google & Facebook ads to their fullest potential. Staying agency-side throughout has allowed him to keep right on the cutting edge of digital strategy, and to personally manage in excess of £10 million client ad budget.

WANT “DONE-FOR-YOU” DIGITAL CUSTOMER ACQUISITION?

Skip the learning curve. We offer fully managed, rolling contract paid media lead generation services covering everything from creative design to ads optimisation.

Request a proposal for a free 90 day paid media strategy for your brand. That’s yours to keep. Then it’s your choice to work with us or walk away.

Adbetter Ltd
6-7 St Cross St
London
EC1N 8UB

We offset our carbon footprint via Ecologi