Five top tips for lead generation
17th July 2019
Generating leads is a crucial and age-old part of estate agency. Before the internet, lead generation was just as important to maintaining a successful agency business as it is today.
These days, there are a range of new lead generation techniques, but many of the ideas and processes behind them remain the same.
Effective lead generation is all about raising the profile of your brand to the right audience at the right time. You then need to make sure these people are encouraged to complete a call to action so their contact details can be collected for a follow-up.
Below, we've outlined five top tips for lead generation. However, in order for these tips to be effective, you need to ensure you're driving people to your ValPal tool.
Providing them with an instant online valuation will give you the chance to convert them into genuine leads, allowing you to get the most out of your marketing spend and efforts.
Mine your own database
The old saying goes that every buyer and tenant is a future seller or landlord, but how many agents are actually taking this seriously?
It's likely you have a database of thousands of untapped opportunities - all you've got to do is get in contact with them.
Ask them if they are thinking of selling or letting a property, invite them to carry out an instant online valuation - you'll be amazed at the results.
The key thing here is that this data is unique to your agency. You've engaged with these people before, so the chances of these people re-engaging with your brand are automatically increased.
What's more, you already own this data, so getting back in touch with these people to generate opportunities needn't be too time-consuming or expensive.
Canvass your local area
A traditional approach which can still be highly effective in the modern market.
You can either leaflet all the homes in a certain area or target specific addresses with carefully-crafted touting letters.
The one thing that you must do in order for this to be successful is use the marketing material to direct people online to your website and a designated call to action.
If you reach the right person at the right time - whether targeted or not - this type of marketing can be hugely effective.
It's important to remember that most consumers will receive this type of marketing frequently, especially if they are in a busy area or are already selling. As a result, you need to think hard about your messaging, make sure you stand out and not waste too much of people’s time.
Utilise Facebook ads
Social media advertising can be highly effective if executed properly. The key benefit of this type of marketing is that it can be targeted and tracked.
You can see how many new people are engaging with your brand and, crucially, the actions they are taking. All of this can be done while seeing what you're spending in real time, giving you more control over your digital marketing spend than ever before.
To make sure these adverts are successful, you need to put together a combination of engaging copy and imagery, with a simple and clear message to consumers.
Once again, directing your Facebook adverts back to your ValPal tool on your website will give you the best chance of generating more leads.
Bolster your online presence with Google ads
As you know, when prospective vendors and landlords start the process of looking for an estate or letting agent to represent them, Google is going to be one of the first places they look.
That's why it can be rewarding to invest in Google Pay Per Click Ad campaigns. By making sure your brand shows up for certain words and locations, you can put your website in front of prospective clients who may never have otherwise come across your brand.
This provides you with the opportunity to engage with a whole new audience of prospective clients and potentially pip one of your competitors to some key business.
When carrying out these campaigns, it's likely you won’t have the time to manage them properly yourself. When choosing someone to manage Google ads for you, be sure to choose someone who can give you a direct measure for your return on investment. There is so much tracking technology available now, there is no excuse for measuring a campaign based on clicks and impressions – you should know how many quality calls and leads you’ve received and what it’s cost you.
Take the next step with retargeting
This type of marketing can boost the results of your social media campaigns and result in a high number of new leads - if implemented properly.
The key to maximising these opportunities is to provide interesting and informative content on a regular basis in order to keep the attention of your audience.
As with Google PPC Ad campaigns, it's important to work with a specialist when implementing Facebook retargeting.
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