3 Ways Real Estate Agents Can Improve Their Lead Generation

Hands down, there is no better way for real estate agents to generate leads then by adopting a digital-first strategy. Fortunately, for the budget conscious real estate agent most digital strategies can be executed for free or low cost, and mainly cost time.

Since time is your most valuable asset, these strategies are designed to be sustainable through maximizing your long-term lead generation.

The most important aspect of being able to generate real estate sales is to be consistently generating new contacts. Their is no better way to keep your real estate leads funnel full, then by adopting a strategy that incorporates the following three strategies into all of your digital marketing efforts.

Building An Email List

Though often thought of as old-school constantly working at building an email list is an excellent low-cost way to be sure your online marketing efforts are leading to conversions. Many studies have proven that email marketing offers one of the best returns for money spent.

By actively working to grow your email list you are growing a list of persons who have already expressed interest in real estate. Having a warm list of contacts facilitates the need to consistently stay in contact.

What do you do though if you don’t have a way to begin collecting emails?

At the minimum it’s important to have at least one main way to capture emails. If you currently have a website with CRM then you should already be capturing emails. Even those who have a good website solution, can often benefit from creating individual landing pages.

Capture Emails for Lead Generation

A well designed landing page should make it easy for others to join your email list or find your contact information. One additional benefit of creating individual landing pages is that you can target specific situations.

Beyond the ability to consistently grow your email list, having a professional landing page allows you to present a better brand experience especially when coupled with a branded domain.

Opportunities to Grow Your Email List

Once you’ve committed to growing your email list, it’s important to incorporate it into everything you do. While you’re looking to grow your list, it definitely is a good idea to segment your lists.

Since the number of lists you can grow is only limited by your ingenuity. You definitely want to be sure you are matching your emails to the person’s intent when signing up. Some ideas for email list segmentation are:

  • Investors
  • Referral Sources
  • Buyers
  • Sellers

If you are consistently gathering emails, you need to put a focus on to generating a value from them. Having a properly setup list also helps to reduce unsubscribes.Improve Your Social Media Efforts

Social media will continue to grow. Many in the SEO community believe social media will eventually be used as a ranking signal and if this becomes true not having a presence on the main social media platforms could play a role. For now though, when executed properly social media offers an excellent opportunity to grow your potential client base.

With just about everyone on Facebook now, if your not visible at least there, you are missing an excellent chance to engage potential buyers and sellers before they have found someone else.

How Real Estate Agents Should Use Facebook

That especially means that if you use your personal profile or even a Facebook business page for your real estate business, not to be consistently spamming everyone with your listings. I’m not sure if there is another profession, that bombards people more than real estate agents and brokers on Facebook.

The goal is not to spam everyone with your listings, but to provide useful information and then be the person on their mind, when they need real estate services.

Content Curation Is Your Friend

As far as providing value, each day there are thousands of articles being created that relate to every industry. Put the efforts of all those content creators to work for you.

While Facebook allows for access to the largest group of people, it is also possible to leverage additional social media platforms like LinkedIn or Twitter. For those who maximize their Facebook exposure, the targeting options within the Facebook Ad Platform can’t be beat.

While it can be a struggle to grow a Facebook page, especially now due to the reduced amount of organic reach but there are still a number of strategies that can be used to grow your page from local contests to giveaways.

Start A Local Blog

Posting quality information on your own blog is one of the best ways to grow your online real generation. Fortunately, for those who hate to write, the ubiquitous of video cameras on cellphones, has made it so anyone can vlog.

Lately, I’ve seen a number of high profile individuals in the SEO and content marketing world, make the switch to video as there is much less competition. So, really there is no reason every real estate agent, doesn’t have their own blog.

Video Blogs Require No Writing

While I personally would recommend a combination of written posts and video, if you lean towards only using one, it’s better to get started than to get hung-up on which to choose.

Being in the real estate market is perfect for blogs, as you are constantly out in public and have plenty of opportunities to find things to cover in your local blog. From local restaurants to parks, schools, pretty much anything someone could find of interest in your town, should be covered by your blog.

Becoming the go-to local resource will ensure you’re always in front of people’s minds, when they are looking to buy or sell real estate.

I’d love to hear what tactics you find most effective for growing your lead generation?

The Difficulty in Hiring A Real Estate Assistant

Anyone looking to scale their real estate business knows they need to be able to offload many of the administrative duties in order to sell more properties. As the Keller Williams blog points out,

You get all the results you can get, and when you can’t go any further, you look for help. This person should come in the form of a talented assistant. They are the first hire you should make because you have reached a point when it’s time to implement systems in your real estate business.

Growing A Real Estate Business in 2016

So if you are looking to take your real estate business to the next level it’s important to consider your options for growing your business. Hiring an assistant can be a great way to grow your business and according to data from the average salary of a real estate assistant is $47,000.

the average real estate assistant salary
Via Indeed

For many real estate agents, it would seem to make sense to find a cheaper alternative using an offshore virtual real estate assistant. A quick look at Upwork one of the largest freelance sites shows virtual real estate assistants from $3 to $12 an hour but you usually get what you pay for and by looking for the lowest rate possible, you set yourself up for having to spend more time managing your assistant than increasing your sales.

the challenges of hiring A Real Estate Assistant

One of the greatest difficulties in scaling your business as ensuring you are now generating enough business to cover the expense of your new hire and to make the situation even more difficult this one person must be an expert in many areas for you to see a comparable growth in your business.

The benefit of digital advertising is that you can track all the ROI on every dollar spent, the downside is that if the money is poorly spent then you can spend you a considerable amount of money with little to no results.

A 2015 article by Inman mentioned that on average 75 cents out of every advertising dollar is spent on digital. With the large majority of ad spend being on digital it is imperative you maximize how that money is spent.

A recent Realtor Magazine article mentioned at least 6 ways real estate agents and brokers should be managing their online identity and lead generation. Those looking to take their real estate marketing to the next level may appreciate WordStream’s list of 35 Easy & Effective Real Estate Marketing Ideas.

In order for you to maximize your assistants effectiveness they must be an expert in at least a few of the skills that matter to generating leads online.

3 Skills Every Real Estate Assistant Needs

  1. Social Media & Social Advertising
  2. Local SEO & Content Marketing
  3. Email Marketing

Professional Social Media Skills

It used to be that a real estate assistant needed to have basic social media skills, but that is a minimum in today’s market. The more applicable skill is whether or not they have experience with creating and running social ad campaigns.

Just having a Facebook page for your real estate business is useless as Facebook has cut the organic reach to anywhere from 2.7% to 4%. In order to successfully generate leads from Facebook your assistant must be an expert in ad creation, optimization, and bid management.

To effectively run real estate ad campaigns on Facebook you need to understand how things as small as the amount of text in the ad image can affect the cost and thus overall ROI of your campaign.

Local SEO & Content Marketing

Perhaps the most competitive aspect of long-term lead generation is having a comprehensive content marketing program that is designed to support your website’s overall search engine optimization. As Conductor pointed out in a recent article, SEO Jobs are Up 18%, and the Average SEO Salary Is Soaring.

Content marketing is booming; SEO, naturally, grows alongside it. After all, SEO is the craft of getting that content found on organic channels. You need both for a successful content strategy.
SEO jobs themselves have become more complex. You’re not just paying your SEO for his or her technical skills anymore, the SEO role has evolved. They are business leaders, strategists, and an internal evangelists. They must master more robust SEO technology and manage bigger budgets. They’re also responsible for bringing in more revenue.

The upward pressure of quality SEO and content marketing jobs has made it even more important to find a person with the right skill set that can take your website to the next level .The demand for SEO jobs means the salaries have increased alongside.

In today’s competitive real estate markets not having part of your budget dedicated to content marketing and SEO, means you will most likely fail to consistently earn a larger share of keywords in your local market.

Email Marketing for Real Estate

The importance of email marketing to successfully growing a real estate business can’t be understated. According to Benchmark Email,

While the majority of subscribers being derived from internet contact constitutes one of the highest percentages to be found in any industry sector. This statistic vividly demonstrates how reliant real estate companies are on obtaining both buying and selling leads directly from online sources….
The statistics show that 9% of lists are less than 500; 11% 500-1,000; 16% 1,000-3,000; 44% 3,000-5,000; and 20% are over 5,000.

Being able to successfully market to an email list is of paramount importance to the real estate professional. The ability to maximize your email marketing efforts becomes especially important when you consider this data from MailChimp that the average open rate on a real estate email is 21.42% with a click-through rate of 1.97%.

So if you are doing an average job only 1 out of every 5 emails you send are going to get opened.

The State of Real Estate Marketing in 2016

If you are looking to grow your real estate business in 2016, it’s important to optimally spend your marketing dollars. As digital marketing makes up the lion share of your spend it begs to ask the question, what can you do to best grow your business?

I think the best way to spend your marketing budget and grow your real estate business, is by working with a team that understands the real estate business inside and out.

Why Aren’t Real Estate Agents Live Streaming Open Houses?

This recent article on caught my eye, How do you make real estate visual? Curbed is launching a Facebook Live team to find out. The article mentioned how Curbed New York, ran a test of live video using Facebook Live, and decided due to success to put together a team for creating video.

One thing I found very interesting was that it mentioned,

A push into live-streaming might seem counterintuitive for Curbed — after all, real estate probably wouldn’t top a list of the most visually dynamic topics. But Kelsey Keith, Curbed’s editor-in-chief, says property is actually a natural fit for the medium.

“Curbed is inherently about places,” Keith said. “It’s not about static real estate anymore. It’s about cafés, shops, bridges, streets, architecture, design. It’s about people in different places.”


I thought the statement that real estate might not me a visually dynamic topic, was outrageous. One thing you can note from HGTV is that people love to look at homes. For this reason, I think live video could be the great equalizer for real estate agents, looking to compete in very competitive markets.

Using Live Streaming for Real Estate

Live video is one of the areas, that is not currently saturated with a ton of content, so it would be easier to stand out among the noise. With a minimal investment of a tripod and maybe a couple clip lights, any real estate agent could get setup to create videos. For those looking to shoot video in their home or office, the team at Wistia has a great article on hacking together a, Down and Dirty Lighting Kit.

While you can find plenty of ways to use video for your real estate marketing, one great idea I haven’t seen used is instead of sitting around an Open House with your feet up, why not hold a few live streaming open house tours.

The Best Way to Market an Open House

For most agents, who are lucky to see 1 person walk through an Open House, using this time to create live tours would take previously wasted time, and instead turn it into a lead generation opportunity. Since most Open Houses are longer than an hour, I would take a try and broadcasting the live video tour several times, across different platforms.

Twitter, Facebook and YouTube all make live streaming video easy from within their app. I would run through the tour 1 time on each platform to start. Once you’re confident with doing live video, it would be just another step to incorporate some social ads, in order to leverage the value of each video.

Lastly, it’s the spontaneity of live video that makes it interesting. You want the video to be professional, but it doesn’t have to be perfect. The bigger goal is that you start creating videos. If you are having some issues with what to create videos about, start with one of the ten ideas listed below:

10 Things Real Estate Agents Should Be Livestreaming

  1.  Open Houses & Virtual Tours of Your Listings
  2. Live Walkthroughs of Listings Your Previewing*
  3. A Guided Neighborhood Tour
  4. Showcase a Local Place of Interest
  5. Community Events
  6. Review A Local Restaurant or Coffee Shop
  7. Q & A on Home Buying or Selling Topics
  8. Interview Another Local Professional or Entrepreneur
  9. Client Testimonials
  10. Comment on Industry Trends or News

I’d love to hear from you, if you started using live video in your real estate marketing. Let me know in the comments below.

Technology Is Increasing Competition for Real Estate Agents

There is a thought-provoking article on Forbes, Mobile Platforms Are Changing The Way We Buy Real Estate, in which Susan Dailmer of Zillow was being interviewed. She provided what I think are some excellent insights into how technology is changing the game for real estate agents and brokers.

Tech advancements in the industry have provided more tools for real estate agents to remain connected while on the go, which is especially important in a fast-paced market like New York. Simultaneously, these changes have also raised the bar for what it means to be a good agent. Being real estate-savvy is no longer only about possession of information, but about being able to translate that information into useful insights for buyers, sellers and renters.

  • The role of the real estate agent in this technological age is to be a guide for their clients and helping them navigate the wealth of data and information that’s now available to them.
  • It’s important to have a real estate professional who can provide hyper-local insights and navigate nuances that may affect a property in a particular area.
  • A good agent will also act as a client advocate.
  • An expert agent can guide consumers through tricky negotiations to alleviate some of the most stressful situations a person may encounter when making one of the biggest financial decisions of their life.

Each of those points is extremely important. The real estate agents and brokers roles are going to change, as more and more technology disrupts the real estate industry.

In order to succeed in the ever-changing real estate market, it will grow increasingly important to control your online presence in order to capitalize on these changes.

Welcome to Real Estate Business Succcess

Hi, my name is Kevin and I’d like to welcome you to Real Estate Business Success.

I’ve worked as an agent, broker, and real estate company owner. My experience in each of those roles, strengthened my belief that a strong digital marketing program can help improve any real estate business.

So I decided to start this website, in order to share the best strategies for taking a real estate business to the next level.

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