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Real Estate Marketing Leads: 4 Myths (and How to Disprove Them)
Don’t let these four myths get in the way of creating an effective strategy for capturing real estate leads.
Highlights:
- As you start to develop your lead-capture strategy, don’t let certain myths and misunderstandings derail your efforts.
- If you confine yourself to one or even two methods of finding leads, you’re unnecessarily limiting your potential.
- The better you understand your prospects, the more you’ll be able to meet their needs and turn them into customers.
One of the most pressing challenges for all real estate professionals is to get a steady supply of real estate leads. But as you start to develop your lead-capture strategy, don’t let certain myths and misunderstandings derail your efforts.
Let’s look at four of the top myths when it comes to real estate leads.
Myth #1: Real estate leads that don’t buy immediately are worthless
It can be tempting to fall into black-and-white thinking when it comes to leads. When prospects don’t show an immediate interest in making a purchase, you might dismiss them as dead leads. That’s a mistake in any field, but especially in the realm of real estate. The only leads that are truly dead or worthless are ones where you have no accurate contact information, or they have specifically told you not to contact them again.
Just because a lead doesn’t require your services right now doesn’t mean he or she never will. Real estate purchasing is closely tied to people’s circumstances, which can change over time. That’s why it makes sense to look at every promising lead as a long-term prospect with whom you should periodically follow up.
Myth #2: There’s only one way to find leads
Real estate marketers have a wide selection of lead generating strategies to choose from. These include:
- Advertising (online and offline)
- Social media
- Billboards
- Blogging: A real estate blog is a powerful way to build your credibility as well as SEO.
- Direct mail
You may develop certain preferences for finding leads. However, if you confine yourself to one or even two methods, you’re unnecessarily limiting your potential. An omnichannel lead generating strategy is your best approach.
It’s good to combine high-tech and old-school methods, for example. You certainly need to take advantage of digital marketing, which includes an up-to-date website and social media presence. At the same time, offline strategies are still effective as well. The more ways you have to engage with prospects, the more qualified leads you’ll attract.
Myth #3: It’s more important to acquire leads than to nurture them
Lead generation is only the first step in the real estate marketing process. If you’re too caught up in the lead generation process, you may only make a brief effort with each lead before putting it aside and looking at the next one. Instead, you need to think in terms of lead management and nurturing. This includes:
- Segmenting leads so you know what type of offers to put in front of each prospect. This is fairly easy to do with web leads. You can, for example, set up separate SEO, social media, and email marketing campaigns based on different keywords and topics.
- Learning the best ways to contact each lead. Some people prefer to be contacted by phone, email, or social media, for example.
- Following up regularly. You don’t want to bombard prospects with messages. However, you do want to be proactive and reach out to leads every so often.
Lead nurturing and management really come down to building relationships with prospects.
Myth #4: Once you’ve closed, you can neglect the lead
Closing a sale is always exhilarating. You shouldn’t, however, think of a successful closing as the end of the process. Think of it, rather, as the start of a long-term, mutually beneficial relationship. It’s important to show clients that you care about them, even after the sale.
- Ask clients to complete a survey. This provides insight into areas where you can improve.
- Send holiday and birthday greetings.
- Send occasional emails or make calls asking if there’s anything you can do for them.
- Request referrals. Your past clients are often one of your best sources for finding future clients.
Avoid These Myths
Make sure you recognize these myths for real estate leads so you don’t fall prey to them. It’s important to remember that each lead is a unique individual with specific characteristics and preferences. Many mistakes occur when business owners and investors generalize too much about their leads. The better you understand your prospects, the more you’ll be able to meet their needs and turn them into customers.
Related posts:
- How Inbound Marketing for Real Estate Works to Improve Sales
- How to Explain Content Marketing ROI to Win (or Keep) Buy-In
- 6 Signs It’s Time to Consider Outsourcing Your Real Estate Marketing
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How to Use Social Media Hashtags in Real Estate Marketing
Strategic use of social media hashtags can help increase your property’s visibility and grow organic reach on Twitter, Facebook, and Instagram.
You’re likely to be vaguely aware of hashtags, at least in your personal social media life. But perhaps you’re not intimately familiar with how they can play into your real estate marketing strategy. Whether you #lol at it or not, using social media hashtags wisely can actually be a major boon to your social media marketing efforts.
What is a social media hashtag?
Before we dive into too much detail, let’s take a moment to establish what exactly a hashtag is.
While you may remember it as a pound sign (or “sharp” sign, or number sign), this symbol’s meaning has radically changed in the past 15 years. In fact, its new definition has even been added to the Oxford English Dictionary.
A hashtag, according to the OED’s American counterpart, the Merriam-Webster Dictionary, is “a word or phrase preceded by the symbol # that classifies or categorizes the accompanying text (such as a tweet).”
Essentially, the hashtag has two concurrent functions: It places content within a specific area of interest or keyword, and it facilitates a search for it.
How to use hashtags in social media marketing
You may already see how using hashtags can help your social media content’s visibility.
Hashtags automatically function as links. For example, if a user interested in San Diego real estate clicks on #sdhomesforsale, all public posts labeled with that hashtag will show up. This is true of Twitter, Instagram, and Facebook.
Using hashtags in your social media content allows you to:
- Categorize your content
- Draw attention quickly and easily
- Drive conversions
- Harness the power of topics on social media
- Increase visibility
- Grow organic reach
Hashtag dos and don’ts
As you start experimenting with adding hashtags to your social media posts, here are a few dos and don’ts to think about:
Do:
- Use relevant terms
- Research trending topics as you chose your content
- Create your own hashtags to match your brand
- Make sure the audience setting on your posts is “public”
Don’t:
- Use too many hashtags per post. Too many hashtags make your post look unpleasant and difficult for your followers to read.
- Repeat your hashtag multiple times in the same post
- Use hashtags that are too long or confusing to for readers (Tip: if you have a long hashtag, try capitalizing the first letter of each word)
- Put spaces in between words within a single hashtag
To help get you started, here are a few hashtags that real estate marketers might want to use. These are just a jumping off point! Getting creative can be fun.
- #photooftheday
- #realestate
- #properties
- #househunting
- #homesearch
- #justlisted
- #broker
- #realtor
- #igers (short for Instagrammers)
- #throwbackthursday and/or #TBT
- #transformationtuesday
- #behindthescenes
- #photoshoot
- #videogram
- #videooftheday
- #interiordesigns
Which social media hashtags are you using in your real estate marketing?
Related posts:
- Social Media Can Be a Strategic Weapon in Real Estate Marketing
- 4 Real Estate Marketing Trends 2018
- Why You Should Always Respond to User Reviews
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Video: SEO Basics – Everything Your Real Estate Brand Needs to Know
SEO helps your website rank higher in search engine results pages. Here are the SEO basics to get your website performing better and in front of your target audience.
Highlights:
- SEO stands for search engine optimization — that much has stayed the same. It refers to techniques that help your website rank higher in search engine results pages.
- SEO works by optimizing a website’s pages, conducting keyword research, and earning inbound links.
- To rank well in the long term, build your SEO marketing strategy around topics, not keywords.
Video transcript:
I’m Jennifer Yim and today’s topic is SEO. SEO seems pretty straightforward. You pick a few keywords and your page is magically optimized for SEO, right? Not quite.
People seem to understand the basic principles of SEO, but a lot has changed in the last decade. Let’s take a look at the basics to get your site ranking higher.
What is SEO?
SEO stands for search engine optimization — that much has stayed the same. It refers to techniques that help your website rank higher in search engine results pages. This makes your website more visible to people who are looking for solutions that your brand, product, or service can provide by search engines like Google, Yahoo, and Bing.
What hasn’t stayed the same are the techniques we use to improve our rankings. This has everything to do with the search algorithms that these companies constantly change.
How does SEO work?
SEO works by optimizing a website’s pages, conducting keyword research, and earning inbound links. You can generally see results of SEO efforts once the webpage has been crawled and indexed by a search engine.
There are a ton of ways to improve the SEO of your site pages. Search engines look for elements including title tags, keywords, image tags, internal link structure, and inbound links.
Search engines also look at site structure and design, visitor behavior, and other external, off-site factors to determine how highly ranked your site should be in their results pages.
To rank well in the long term, build your SEO marketing strategy around topics, not keywords. If you do that, you’ll find you can naturally optimize for important keywords, anyway. Understanding your target audience and what interests them is key to attracting relevant visitors to your website through search engines.
For more tips on improving SEO and building your digital marketing strategy, visit us at froneticsrealestate.com.
Related posts:
- The Role of Social Media in Luxury Real Estate Marketing
- 4 Real Estate Blogging Tools You Should be Using
- How to Use Guest Posting as Part of Your Content Strategy
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Paid Digital Advertising: A Beginner’s Guide for Real Estate Marketers
Paid digital advertising can help accelerate your content marketing efforts so that your content gets in front of prospective buyers and renters faster than would happen organically.
We are strong believers in content marketing. Build it, and they will come — or, in content-marketing speak, publish quality content, and buyers will come to you. But, content marketing takes time to bear fruit. There’s not much you can do about that.
Except paid digital advertising.
By investing in paid digital advertising, you can boost the reach of your posts, display ads, and videos. Pair quality content with a comprehensive digital advertising strategy, and you will be in a position to drive more traffic, create more brand visibility, and sell or lease more properties.
Your peers understand this. Within the first quarter of 2017, Facebook, Instagram, Twitter, LinkedIn, Snapchat, and Pinterest saw a 61.5% increase in paid media spend. And that’s only going to increase through 2018.
So where do you start? Here are three places to get started in using paid digital advertising to help market your property.
3 paid digital advertising platforms
1) Display ads
Display ads are the paid advertisements that appear in front of users on website pages in the form of graphics. Unlike text-based ads, display advertising relies on elements such as images, audio, and video to communicate an advertising message. Display ads are commonly referred to as banner ads, but they don’t always take banner form. They can come in all shapes and sizes, and can appear anywhere on a webpage.
Benefits: Because digital ads are visual, they can be customized with your logo, message, images of properties, or an offer to help increase brand awareness. You have the ability to use graphics, video, and audio to really stand out and highlight your properties. Display ads also allow users the ability to target a specific audience. You control which sites they appear on, which geographic area they appear in, and which demographic or niche market they appear to — all valuable tools for the real estate marketer.
2) Sponsored social media posts
There are sponsored posts plus other ad opportunities like Facebook like campaigns, website click ads, and lead ads.
Social media is a natural place to begin if you’re looking to get into paid digital advertising, particularly for the real estate industry. A good starting point is Facebook. The social media giant’s social ad revenue was more than $9.16 billion in Q2 2017 alone. And it doesn’t stop there. Twitter brought in $548 million in social media advertising revenue in the same period, and Snapchat is expected to reach over $895.5 million in ad revenue in 2017.
More specifically, three of the most useful types of sponsored social media posts for real estate marketing are:
- Facebook Like Campaigns: These campaigns are aimed directly at increasing the number of likes for a Facebook page, targeting people who might be interested in your brand and the posts you share on Facebook.
- Facebook Website Click Ads: These are ads that point people on Facebook to your website, or even the listings for specific properties.
- Facebook Lead Ads: These ads allow users to request information, estimates, or newsletters without leaving Facebook. Requiring fewer steps of prospective leads increases conversion rates.
Benefits: Running paid social ads allows you to reach a large audience at a low cost. You pay based on the type of ad you’re running. For example, if you’re looking to drive brand awareness, you’ll incur a CPM (Cost Per 1,000 Impressions). And not only are the ads relatively inexpensive to run, they’re not expensive to create. You get all of this plus the ability to target your specific audience, reaching people that are interested in learning about the properties you have to offer.
3) Google AdWords
Google AdWords places your website as one of the top results on a search engine results page (SERP) when a user searches for certain keywords of your choice. When a user clicks the AdWords link or calls your business using that link, you incur a charge (pay-per-click). Otherwise, impressions are free.
Google’s most recent update involves changes to the so-called “3-pack,” or the listing of three related local businesses on a search results page. Many users rely on the 3-pack to discover businesses in their area that offer the products and services they are seeking. This is particularly helpful for users searching for local real estate. And real estate copanies get the benefit of many additional leads and investors when they appear in the 3-pack.
Benefits: The biggest benefit of Google AdWords is its speed. You appear in a top spot in a user’s search results, meaning you are one of the first things a user sees when searching for a specific location or property keyword. That’s another good point: Google AdWords allows you to focus on people who are searching for what you have to offer, so you don’t pay for a bunch of wasted impressions — particularly valuable in real estate marketing, where geography is key. AdWords also gives you real-time reports to track your ad’s success. A dashboard shows information related to each campaign, such as the ads clicked, keywords entered by website visitors, cost of clicks and much more.
Related posts:
- How Pay-Per-Click Helped This Property Get 54 Leads
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Learn How Content Marketing Increased Real Estate Sales by 37% in 90 Days
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Using Content Marketing to Market and Sell Luxury Real Estate
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