When planning your real estate marketing strategy, it’s crucial to understand your target audience. However, to truly connect with potential clients, it’s important to think of them as more than just a target audience. The most successful realtors have earned the trust of buyers, homeowners, and investors by providing value before even helping them with a sale or purchase. To add value to people’s lives, you need to know what’s important to them. This process of identifying what’s important to your ideal group of people is called segmentation. Instead of building sales funnels around what you sell, focus on the outcome that your clients seek and create segments based on their needs. By truly understanding and caring about what they want, you can create a more effective marketing strategy.
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What is a Real Estate Lead-funnel?
A real estate lead funnel is a set of automated and orchestrated actions that are designed to generate high quality real estate leads. Buyers, sellers or investors. From the first reach-out stage, through powerful lead magnets, trust building, action and conversion.
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Step 1: Segmentation
If you keep your target audience in mind, they will remember you. To be a successful real estate agent, it’s not enough to just be dedicated and skilled. You also need to make yourself memorable to potential clients. One way to do this is by building brand awareness, reputation and using Google Maps. But even if you manage to get potential clients to visit your website, it’s not guaranteed that they will engage with you. To truly make an impression, you need to help them get something they really need.
What do your potential clients really need? It could be more information about the pros and cons of buying a fixer-upper, a regional real estate market forecast, a guide for a 1033 Exchange, or information about refinancing opportunities and title services. By understanding the specific needs of your target audience and creating segments based on those needs, you can tailor your marketing strategy and make yourself truly memorable. You can also use keyword tools like Semrush to explore search terms and create clusters of similar search terms, which will represent your segments.
Step 2: Targeted Reach-Out
Once you understand your target segments, you can reach out to them by putting yourself or your brand out there. There are many ways to do this, such as Pay Per Click ads, social media posts, and organic traffic. However, all of these methods should have one thing in common: the content you create, whether it be an ad or a post, should be relevant and targeted to the specific segment you are addressing.
Additionally, each piece of content should have a clear objective. The objective should not be to simply ask potential clients to contact you, but rather to direct them to a landing page that is equipped with the relevant information they need. This landing page should be segmented, providing the specific information that each target group is looking for. By providing relevant information that addresses their specific needs, you can increase the chances of them engaging with your brand.
Step 3: Real Estate Landing Pages and Listing Pages
Your landing pages should be super segmented
So you can tailor relevant messages
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Your landing page will have a lead magnet and a Chat
So you don't miss any communication opportunities
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Your landing page will be Equipped with Tracking Codes and Pixels
So even if your visitors only viewed the page and haven't made an action, this will still happen:
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Step 4. Lead Capture
The point at which a person decides to share their contact information with you is known as a “lead capture.” However, simply having people visit your site is not enough to obtain their email addresses. Similarly, you can’t send emails to potential clients without having their email addresses. To get people to share their contact information with you, you need to offer them something in return.
This “something” should meet the following criteria: A. It should be virtual and able to be delivered online automatically B. It should be free of charge C. It should be valuable and compelling enough to make people want to share their contact information in exchange for it. Examples of such an incentive can be a free e-book, a webinar, a guide, or a report that relates to their interests or needs. By providing something of value, you can increase the chances of people sharing their contact information with you, which will lead to a higher conversion rate and more leads.
Did You Know?
Interactive Lead-Magnets have a 40-55% average conversion rates! Since 20-25% is considered a good lead magnet conversion rate, quizzes have blown these numbers out of the water!
(Source ConvertKit)
Step 5: Re-Targeting Ads for Real Estate
Step 6: Email Marketing Automation for Realtors
You know well how your real estate business is in need of excellent email automation.
While your lead generation becomes more and more virtual, professional email automation is crucial to your success as a realtor. Well-planned and well-structured email automation can help you boost sales, generate new leads and convert them. Email automation can significantly enhance client retention, track and optimize user experience, segment your audience by listings’ interest, by their behavior, location or by other characteristics, and so much more!
Which email marketing platforms is the best for real estate businesses?
We recommend realtors to use one of the following email marketing software:
Synced with the re-targeting ads, email marketing automation will follow:
Here is a simple example:
Email 1:
Email 2:
Email 3:
ChatBot on your page to allow faster and better communication!
Get a notification everytime a potential buyer lands on your page, and see their behavior!
