The state of real estate lead generation in 2018 is constantly evolving. What brought in great leads at an affordable rate a few months ago might not work today.
Since Zillow introduced their Ibuyer program, Facebook advertising and more, many Realtors are looking for new and innovative lead generation strategies.
Here are 9 innovative ways to generate buyer and seller leads in 2018 that let you avoid Zillow entirely:
1. Increase Response Rates With Facebook Messenger Ads
Nathan Dadosky, Director of Marketing at Game Plan
“There’s a problem with traditional forms of lead generation—there are too many steps.
Each step in the process is an opportunity for a lead to lose interest or otherwise drop out of the lead generation process. Contrast that with Facebook Messenger ads, where an individual has the option of starting a LIVE conversation when they click an ad as opposed to filling out a form—eliminating several steps in the conversion process.
What’s really cool about this type of ad is you’re giving a lead the opportunity to start a conversation with you WITHOUT coughing up their precious contact information—which can mean more leads at a lower cost AND better response rates.”
2. Advertise on Zillow Agent Finder
One of the hardest parts of being a buyer’s agent is constantly pitching buyers who don’t want to work with an agent. Sure, statistics show that they’ll eventually come around, but who’s to say they’ll remember you?
Amazingly, there’s a way to snap up buyer leads who actually WANT a buyer’s agent; Zillow Agent Finder.
There are two ways to generate leads from Agent Finder: Have an amazing profile with the most closed deals in your zip code, or you can join Zillow Premier Agent and show up at the top of the search results for any zip code you want. Pretty cool right?
3. Work Divorce Leads
Kelly Lise Murray, J.D. Cofounder, Divorcethishouse.com
Okay, let’s stop beating around the bush here. Competition for the low hanging fruit leads in pretty much any farm area is usually fierce.
If you want to get and close more leads, sometimes it can help to think outside the box.
Want leads that are truly motivated? How about leads that have a court order to sell their home?
How about leads who really, really, really, want to move?
If you’ve got reserves of patience and empathy, then working divorce leads might be the perfect lead gen strategy to close a few more deals this year.
There’s even a designation; RCS-D™, that you can get to show potential divorce clients that you know your stuff and mean business.
4. Use Slydial Broadcast to Circle Prospect Just Sold & Open Houses
Christina Griffin, Tampa Bay Realtor & Team Leader
Let’s face it, circle prospecting is one of the best ways to stake out your claim in your farm area.
If you want to become THE Realtor in a neighborhood, you’re going to have to get in front of the neighbors as often as possible.
The only problem is that some neighborhoods are already blanketed with door hangers, flyers, and postcards from your competition.
With a little creativity, you can beat the competition to the chase before they get their flyers printed.
Working with real estate coach Tom Ferry, Tampa Bay Realtor Christina Griffin came up with an ingenious strategy to reach homeowners in her farm area.
She bought lists of homeowners cell numbers, then after cross-checking with the DNC, used a clever new app called Slydial Broadcast to automatically leave them all voicemails advertising her next open house.
The response was immediate and massive. She got 200 leads her first day! To learn more about how she did it and her inspiring personal journey, check out our case study on Christina’s real estate lead generation strategy here.
5. Engage Leads Immediately With Automated Text Messages
Jeff Manson, Founding Partner & CEO, Real Geeks
Did you know that text messages have a whopping 97% open rate compared to 20% for emails?
It’s true. Some millennials have abandoned email entirely, or at best, check their email once or twice a week.
That means your marketing message is going to get buried under an avalanche of emails from a million other companies desperate for their attention.
That means instead of sticking to email to communicate with your online leads, you should try using text messages.
The only issue is that texting and driving, or texting when you’re sitting in another boring sales meeting.
Amazingly, a good quality CRM like the one you get with Real Geeks will let you send out automated text messages to your leads.
If you have a few minutes, you can even have several open text conversations with multiple leads at once.
6. Master Cold Calling
Kevin Ward, Yesmasters
While your competition is sitting back waiting for leads to roll in from Instagram or Pinterest, take the bold route and pick up the phone.
Sure, it’s a little intimidating to get hung up on, but there is no better way to build the thick skin you’ll need to become a top producing Realtor.
In order to become a cold calling ninja, you’re going to need three things:
A Great FSBO Script
Yup. Even the pros memorize and use scripts when their pitching FSBO. We recommend Kevin Ward’s excellent FSBO scripts. Here’s a great archive of FSBO scripts including Kevin’s from Keller Williams Moving Careers.
Even the best script in the world won’t help if you don’t have leads. There are plenty of places to get local FSBO leads. Redx offers great FSBO leads all over the country at great prices. Click below to check your zip code:
A Growth Mindset & a Good Sense of Humor
If you ever want to get leads from cold calling, you’re going to have to get used to the idea you’re going to get rejected 99% of the time. Of course that 1% might be enough to launch a new career as a listing agent so the odds are actually in your favor.
In order to help deal with the rejection and stay positive, you need to develop what’s called a growth mindset. Luckily we have an article on how you can work to develop a growth mindset here.
7. Pitch Local Real Estate Investors
Alison Bethell, Real Estate Investor & Editor, The Close
If you’re working in an area with a lot of investor activity, then seeking out investors to work with may help you close more deals this year.
Sure, you may not be working with glamorous properties, but if you get in good with a busy investor you’ll never need to worry about lead generation again.
What does it take to become the go-to Realtor for your local investors?
Here’s Alison on what she looks for in a Realtor:
“As an investor, I look for certain things in a Realtor that a first-time homebuyer doesn’t necessarily need. I want a Realtor who is either an investor themselves or has at least 2 years of experience working with investors. The Realtor needs to be a strong negotiator, know the market and not be timid about submitting conventionally low offers. I look for a Realtor who thinks outside the box, has access to off-market listings and has a strong network including lenders and title companies.”
8. Buy Exclusive Seller Leads from Market Leader
Julie Gurner, Senior Editor, The Close
Market Leader owns one of the largest and best home valuation sites online; housevalues.com Homeowners use the site to check the value of properties they’re interested in selling. Market Leader then sends those exclusive leads out to agents who claim their zip code. This is one of the best ways to generate seller leads at the beginning of their decision process before other agents pitch them.
If you want to check if Market Leader has exclusive seller leads for you, check availability in your zip code here.
9. Use BoldLeads to Run Social Media Traffic to Your Custom Home Valuation Landing Page
Since they’re by far the most sought-after leads in real estate, seller leads can be tough to generate and tough to nurture.
One of the best ways to get seller leads is to create home valuation landing pages and advertise them on Google Adwords and Facebook.
However, that’s not the only place you can use your landing pages. You can post links to them on Twitter, Instagram, Pinterest, or pretty much any other social media you use. While boosted posts sure do help you increase your reach and target audience, you might be surprised at the leads you can get on your own.
Even better, if you use landing pages from BoldLeads, their system will automatically gather their social media info as well. You can also get partial leads for door hangers or direct mail campaigns.
Over to You
What real estate lead generation techniques are you using for 2018? Still sticking with Zillow? Let us know in the comments!