5 Real Estate Lead Generation Tips You Can Use Today

5 Real Estate Lead Generation Tips You Can Use Today

5 Real Estate Lead Generation Tips You Can Use Today

Any real estate developer, home builder, or realtor knows that leads aren’t the problem. It’s qualified leads that are hard to get. Leads who are the right fit for your real estate development or community. Leads who are in your area, motivated and ready to list or buy. There are all kinds of leads out there on the web, but the qualified ones are hard to come by. 

If you’re working on boosting your real estate company’s qualified lead generation, there are tons and tons of tactics and strategies out there. I’m going to focus on just 5 real estate lead generation tips that are relatively easy to implement and follow-up on. Check ’em out: 

New call-to-action

01. Give Social Media Advertising a Chance

The real estate industry is notably competitive when it comes to paid advertising. But, that shouldn’t scare you away from using a remarkably effective tool that can deliver leads right to your inbox. 

With more than 77% of realtors already actively using social media for real estate in some form (according to the National Association of Realtors), it’s pretty clear that realtors and real estate developers already understand the value of social media. You know that you can promote your listings or your development on Facebook and Instagram — people love a good home tour (we’ll get to that later). 

Investing in social media advertising is just the next step up. Facebook is smart, and it’s well documented that the platform uses tactics to limit the reach of what it considers to be “promotional” unpaid posts. 

Hometown-Dev-Social-Post

If it sounds business-y, and you’re not paying for it, it’s not going to reach most of your audience.

Social media advertising is the solution here. 

When implemented properly, you can see the same high level of engagement you enjoy on organic posts on your Facebook and Instagram ads, in a more targeted way.  The benefit here is that you can track and measure each of those engagements, and you can reach a broader pool of qualified potential leads based on demographics you choose. 

If you’re concerned about your organic social media platform’s reach, and you have a goal of drawing in more qualified real estate leads, it’s worth giving social media advertising a shot. 

It’s a bit cheaper compared to Google Ads, and if you develop ads that are really visual — using a video or professional photos of your real estate development or listing — you’re likely to see a good return. 

Interested to try your hand at social media advertising?

Check out this blog on Building a Real Estate Advertising Strategy That Sells Homes.

02. Start a Blog

A blog is one of the easiest ways to boost real estate lead generation. Why? Because it’s difficult to generate leads if you don’t have traffic on your website. 

HometownDevSocial2

Blogging pulls in the right kind of traffic to your real estate website. From there, you can use other lead generation tips and tactics to convert them into leads. 

But, you can’t convert anyone if they’re not on your site to start with. And blogging is how you get eyeballs on your pages.

Here are a few reasons why blogging is an easy way for real estate developers and realtors to boost lead generation:

  1. You’re already an expert. You know what information your ideal clients are looking for, and you have answers to the questions they’re asking. 
  2. Starting a blog is free. It’ll take your time, sure, but that’s all it costs if you’re just looking to get started. 
  3. A great blog will catch your ideal clients during their research phase. By answering the questions you know your ideal client is searching, you’re pulling them into your website when you know they’re a qualified lead. 
CTA-Brutally-Honest-Website-Checklist-[button-02]

What’s one thing you know about your ideal real estate client? 

They do research. 

Before anyone buys a home or even decides to move, they’re going to look up the neighborhood, check out the average market value of homes in the area, and figure out what they need to do to buy a home, sell their old home, and move out. 

When they read your blog for more information on that ideal neighborhood, or how to list their home the right way, they’re going to turn to you when they’re ready to finally make the jump. 

Blogging delivers inbound real estate lead generation at its finest. The trick is writing in a way that answers your clients’ questions and catches the attention of search engines. If you can balance those priorities well, you’ll start seeing your website’s real estate lead generation potential soar. 

Couch-MountainSocial-Post

03. Turn Your Most Popular Resources into Content Offers

If your real estate website has traffic steadily flowing in, content offers are the best way to convert those visitors into leads. 

You can do this easily with resources you already have, like community brochures, floorplans, pricing sheets, and any other documents you know your ideal client will have an interest in. 

real-estate-content-offer-example

Think about what qualified leads ask about most often. Is it pricing? Is it your floor plan options? Is there a particular document that sales has great success with when it comes to converting leads?

Whatever it is, take that resource and turn it into a content offer by gating the content. 

When I say “gating” I mean restricting access to that piece of content until someone has completed a contact form. 

So, before a visitor on your website can download your site plans, you request their email address and any other very important information, like their name.

Check out this example: 

Hometown-Content-Offer

When the visitor completes that form, they’re able to access the content offer, and you’ve got a lead complete with contact information. 

Now, you can take that information you’ve gathered, and follow up with that lead directly, or add them to an email list where they’ll receive more relevant information. 

Either way, once you’ve got traffic on your website, content offers can help you improve real estate lead generation by giving those visitors a reason to offer up their contact information and convert to leads. 

CTA-Brutally-Honest-Website-Checklist-[button-02]

04. Invest in Video and Virtual Tours

There is nothing more shareable than a home tour video. 

People love to look inside other people’s homes. 

Especially in today’s climate, when clients are looking for homes remotely, a video or virtual tour of your listing can start drawing in real estate leads in an instant. 

Here are three different ways you can use video or virtual tours to boost real estate lead generation today. 

04.1 Videos for Social Media

Like I said, there’s nothing more shareable than a home tour. When you post a video of your real estate development or a virtual tour of your listing to your Facebook or Instagram account, it can spread well beyond your organic reach. 

Let’s say one of your followers shares the video because she thinks its cool. One of her followers sees it and says, “oh, that’d be perfect for so-and-so!”, and she shares it with her good friend so-and-so. 

Even if that friend doesn’t love that specific home, your one video post was shared two consecutive times (at least), exponentially widening your agency or development’s reach. And now that friend who is actively looking for homes in your area knows your real estate company’s name and can talk to you about other properties that might suit her better. 

Outside of home tours, video testimonials, like this one Couch Mountain used, and even drone footage that’s edited well and set to good music can go a long way to get your real estate development or agency’s name out there. 

The key is video. Consumers respond well to and engage with video content — from low-quality phone videos to well-produced footage. If you can incorporate video footage in any way, it’s a great way to spread awareness and improve real estate lead generation. 

04.2 Video Content Offers

Maybe you have a short clip of a video tour you’re sharing around Facebook. It’s gotten a lot of traction, and people are coming into your real estate website to learn more. 

You can turn the rest of the video tour or the interactive virtual tour into a content offer by gating it. 

Instead of leaving the virtual tour of your entire real estate development open to the public, you can tease it with a short video of your property. When people are interested enough to want to see the whole site, they can trade their email and contact information for access to the complete virtual tour. 

The benefit?

You’ve got a qualified lead and their contact information, and they’re able to take a closer look at your property. 

Leveraging video and virtual tours as content offers is a great, easy way to improve your real estate company’s digital lead generation. It’s a simple website edit that you could do today. Once in place, as long as you have traffic flowing to your site, you could start to see leads coming in immediately.  

04.3 Develop Informational, Evergreen Videos You Can Use Over and Over

The last two real estate lead generation tips on video focused on home tours and virtual tours. Another smart way for real estate developers and realtors to utilize video is in an informational format. 

  • Maybe that’s a quick “How to List Your Home” video. 
  • Maybe it’s a “Welcome to the Neighborhood” video. 
  • Or maybe it’s a longer-form Q&A Instagram Live session where you take questions from your followers about anything related to your new real estate development.

Check out this informational video example from a real estate investor. It walks viewers through their unique purchasing process:

real-estate-process-video

Informational videos like this are evergreen. They’re easily used over and over again to pull in real estate leads that are qualified and interested in what you have to say.

Let’s take the long-form Insta-Live Q&A session as an example. 

You complete the Instagram Live, and you had a few hundred attendees. 

That’s it for now, but there is certainly more to come as we move forward with this rebrand, and as we continue to grow. Be sure to keep an eye out for additional updates from us! And, before you go, we’d like to say thank you.

  • Cut it up into single question-and-answer videos. Post them on your social media pages, or use them for your social media advertising campaign. You could get tons of small video clips out of that one live session — one for each question you answered in the live session.
  • Turn key questions from the Q&A into blog posts. In addition to answering the question again in writing, you can embed the video in the blog post to increase shareability and engagement. 
  • Turn it into a content offer. Edit and repackage the footage from that Q&A session into a webinar or video offer that welcomes new leads into your real estate development. Call it “Everything You Need to Know About Life at [Your Development’s Name] A Video Guide”, and offer it on your website in exchange for a lead’s contact information. 

No matter which of these options sounds great to you, there’s no denying that the average consumer loves a good video. 

Whether you opt for video tours, virtual tours, or short how-to videos, incorporating video into your real estate development or realtor agency’s regular marketing content is an easy way to boost lead generation. 

05. Get Good at Conversational Marketing

For any real estate professional, whether you’re a realtor or a developer looking to sell lots in your community, conversational marketing is your ticket to quality lead generation. 

Your ideal buyers are looking for a home. No matter how experienced they are, they’ll have questions about any potential new home. The better and faster you answer those questions, the more leads you’ll get. One great way to implement conversational marketing is through chatbots on your website. 

How Do Chatbots Work?

There is a range of different types of chatbots that come from different providers, but the general gist of all chatbots is the same. They make it easy for a potential buyer to contact you or ask a question, the minute they think of it. 

A chatbot is that little messenger icon you see in the bottom right or left of your screen when you head to a new website.

Most chatbots say something like, “Hey, got a question?”.

When you respond, the chatbot can supply you with a range of additional information depending on what your question is. 

real-estate-chatbot-example

Chatbots for Real Estate Developers

Chatbots don’t have to be difficult. In fact, they can be really simple. For your real estate development, you probably know what most people are looking for when they head to your site — site plans or floorplans. 

On your pricing or floorplans page, you could have a chatbot pop up that says, “Hey, do you want to take a PDF of these site plans home with you?” 

The person responds yes, gives their name and contact information, and the chatbot auto-delivers the content they’re looking for, directly to their inbox, in a matter of minutes. 

Chatbots for Realtors

The same goes for a chatbot on your home page. For realtors, a home page chatbot could say something as simple as, “Hey! Are you looking to buy or sell?” 

When the visitor interacts with the chatbot, it can walk them through a few preset qualifying questions that help you determine whether that person is a good fit for your real estate agency. 

  • If it seems like they’re still in the early stages of research, you can send them away with a quick guide to the area. 
  • If they seem like a qualified lead who’s ready to list or buy, the chatbot can gather their questions and contact information, and send that directly to the realtor who can handle that lead. 

BOOM! Lead generated. 

Chatbots are a great option for any website, but particularly for the real estate industry. From home builders to realtors to developers, they give your potential leads access to you now.

If it’s feasible, you can even set your chatbots to auto-forward to your sales team during the workday, so they can personally respond when a lead reaches out. 

It’s all about offering your leads the content and answers they need when they need them. If you’re able to do that, you’ll crush it, both in generating leads and closing them.

The secret to real estate lead generation is prioritizing it digitally. If you want more leads, now is the time to invest in your digital presence

The real estate industry continues to trend towards digital engagement. From websites like Zillow and RedFin to the increased popularity of homeowners making moves across states, more and more consumers are using digital resources to find and sell their homes. 

If you can position your real estate development or real estate agency well online, you’ll be able to capture the lion’s share of those digital leads. 

We hope these real estate lead generation tips help you start pulling in more digital leads, fast! If you’re looking to sell more homes, we can help. We’ve worked with home builders and real estate developers for years to draw in more qualified leads, and turn them into sales. We’d be happy to help you too.

New call-to-action
New call-to-action

Building a Real Estate Advertising Strategy that Sells Homes

Building a Real Estate Advertising Strategy that Sells Homes

Building a Real Estate Advertising Strategy that Sells Homes

Whether you’re a home builder or a real estate developer, when it comes to selling homes, a tactical real estate advertising strategy is necessary. The Evenbound team is a big proponent of a balanced digital marketing strategy (Inbound + Outbound = Evenbound, after all 😉), and nowhere is it more important than for real estate developers and home builders. 

You already know this, but when it comes to real estate, competition is fierce. The more you can do to: 

  • Get your name out there
  • Get found ahead of the competition
  • Remind potential customers you’re ready and available to build their next home


The better results you’re going to see. 

And inbound marketing is a big part of that — it helps build your reputation and authority in the market, and it’s the best way to draw in qualified leads in a cost-effective way. 

But, if you want to expand your reach, and get in front of the leads you want, now, it’s time to build a real estate advertising strategy that can sell homes. 

What do we mean when we say “Real Estate Advertising Strategy”?

A real estate advertising strategy is a collection of advertising and marketing tactics that work together to get your brand name and message out to the leads you want, and then nurtures those leads until they’re ready to chat with your sales team. 

A real estate advertising strategy is not just a Facebook or Instagram ad campaign. Those will get leads to your website, but they won’t convert leads or sell homes for you. That’s where the rest of the strategy comes in. 

It’s good to know that you don’t have to employ every single tactic I’m going to lay out in this real estate advertising strategy. 

Start small — take a few of the tactics, put them to work for you, and see what happens. When you get comfortable with those, branch out and add in a few more strategies. 

Start with what you have available, and keep building and optimizing based on the data you return. No real estate advertising strategy is going to be perfect at the start. Begin with the tactics you’re comfortable with, and build on your strategy as you go. 

With all of that in mind, let’s start building a real estate advertising strategy that puts your home building or real estate company on the map, pulls in the leads you want, and closes them, too. 

Building a Real Estate Advertising Strategy That Sells Homes

We’re going to work step-by-step through the full process of a real estate advertising strategy, from start to finish. If you’re just here to learn about ad campaigns (which we’d only slightly judge you for) you can jump down to the step you’re most interested in by using this menu. 

New call-to-action
New call-to-action

01. What are Your Real Estate Advertising Goals?

The Evenbound team firmly believes in goal-setting. It’s really hard to measure progress if you don’t know what you’re working towards in the first place. The first step of building your real estate advertising strategy is setting your goals for the strategy. 

  • Do you want to build brand awareness?
  • Are you looking to convert more qualified leads?
  • Do you just want more eyeballs on your website?
  • Maybe you’re looking for more remodel clients.
  • Maybe you want more custom home clients.
  • Or maybe you want leads to commit to a lot in your new development. 

Whatever your goals are for your outbound marketing strategy, define them.

We use HubSpot’s SMART goal guidelines to set goals for our real estate clients. 

That might look like: 

  • We want to increase our Facebook following by 100 followers in three months. (This would be relevant if you were just getting started on social media and were looking to build brand awareness on social media.)
  • We want to convert 3% of leads from paid ads into sales in Q2. (This would be relevant and attainable if you were converting about 2-2.5% of leads from paid ads into sales in Q1.)

Your goals should be specific to your real estate company’s current position and based on the data you have.

If this is your first time running ads on Facebook, for example, your goal should be attainable — say getting a certain amount of visitors to your site from that first campaign. If you’ve been running paid search ads for a while, and have a decent understanding of your market and your budget, then you can set a more challenging goal. 

Whatever it is — your goals matter. They outline the aim of your overall advertising strategy and will help you align the rest of your advertising and outbound marketing tactics to what your real estate company is truly looking for, whether that’s a better position in the market, or more qualified leads coming directly to your website. 

02. Where Are Your Leads Going to Go?

Before we even get to setting up social media or paid search ad campaigns, you have to know where you’re going to direct those leads. 

We’ve talked a lot about landing pages for housing developers and home builders, and they’re never more important than they are for real estate advertising tactics.

For example, if you’re planning an ad campaign that highlights your dedication to green building, you should be planning to send those leads to a webpage that talks more about your green building capabilities. 

Maybe it’s a case study of an ENERGY STAR certified home you’ve recently completed, or a before-and-after showcase of a remodel you completed that made a home considerably more efficient. 

Whatever you’re advertising — whether it’s your floorplans, your green building capabilities, your amazing development community, or your unique building process — you need to direct leads and visitors coming from those ads to a landing page that is relevant to your offer. 

That brings me to the next point:

03. Setting Up Content That Converts

This goes right along with where you plan to send your leads. 

It’s unlikely that a lead coming from Facebook or Google is going to make it to your site and call your sales team to build their home.

Sure, it happens, but it’s kind of a unicorn situation. 

Most leads are going to need another soft conversion before they even consider talking to your sales team. 

The best way to make that soft conversion is to offer content that they really, really want. 

(Here’s a guide on how home builders can create content that reaches their ideal buyer if you’re looking for a little help here.)

We call these content offers, and you need to have them set up before you launch the rest of your real estate advertising strategy. 

They do a couple of things for you:  

  1. Give that visitor a reason to stay on your site
  2. Provide an opportunity to convert that visitor into a lead
  3. Nurture that lead for you, warming them up for your sale team
  4. Help visitors self-qualify — see if they’re a good fit for your development or home building team. 

Let’s go back to the example of the green builder. Let’s say you’re running ads about your amazing green homes. A visitor clicks on your ad, and lands on a page that shows them images of some of the beautiful green homes you’ve designed and built. 

A great content offer to pair with that landing page might be, “Green Builder’s Guide to Designing an Energy Efficient Custom Home”. 

If that visitor is interested in an energy-efficient or reduced-footprint custom home, that’s an offer they’re genuinely going to want. Anyone who downloads that content offer is likely to be a highly qualified lead. 

Now, if you’re running more of an awareness campaign on green building, you might need a softer conversion. You’re targeting leads who are considering building a home but haven’t made a decision yet. A softer conversion option might be, “The Green Builder’s 2020 Lookbook”. 

The benefit of either of these offers is that you get a lead out of the deal, who you know is in some way interested in green building. By providing gated content offers, you deliver your leads content that helps them through their buyer’s journey, and in return, you get their email address. 

This is key to later stages of your strategy, where you can implement email marketing to nurture those leads. 

04. Adding in Real Estate Advertising Tactics

Okay, so that was a lot of prework, but trust me, it’ll be worth it. 

Planning and um, strategy, are essential to a real estate advertising strategy that actually delivers results. Yes, you can set up and launch paid ads today, but if you haven’t done the footwork of defining goals, setting up landing pages, and developing the content that will convert your leads, you’re not going to see the lead generation you want. 

And let’s not forget — the kicker about real estate advertising is that you’re paying for it. 

The more planning and strategy you do ahead of your ad campaign, the better results you’re going to see, for less money. 

Let me say it another way: the more planning you put into your outbound marketing strategy, the better your ROI. 

If you plan and prep now, you’re going to see a significantly improved return on investment than if you just launch ads that direct visitors to your home page. 

With planning and goal setting complete, you can move into the outbound marketing tactics everyone thinks of when you say outbound marketing: paid advertising. 

05. Paid Search Advertising For Home Builders and Real Estate Developers

There’s no getting around it, digital ads sell homes.

Paid search advertising is one of the fastest ways to get your home building or real estate development company in front of the leads you want. 

And, it’s ideal for you, because you spend only what you want when you want. 

Paid search and paid social media ad campaigns can be paused or extended, you can add to your budget, limit it, and more. The options are endless, which makes it such a great option. 

When you pair paid search with the rest of a killer real estate advertising strategy (*ahem*, that pre-work you did in steps 1-3) it can deliver serious ROI, exactly when you need it. 

Let’s talk about paid search or PPC first. 

These are the ads you see on search engines like Google and Bing. 

They’re great for real estate companies because you can target just the keywords you know your ideal buyers are searching for.

Kick-off real estate advertising campaigns with keyword research

Developing a paid search advertising campaign starts with a bit of keyword research. 

Keyword research for home builders typically looks like identifying the keywords that are relevant to your services, whether that’s green or energy-efficient building, custom home building, sustainable housing developments, or even senior or retirement condo communities. 

Look for keywords that have a high search volume (a lot of people are searching for them), and a lower bid price. Long-tail keywords that signal buyer intent like, “custom home builder in Kalamazoo, MI”, might have a lower search volume, but they’re also going to drive really qualified leads. 

Remember that you only pay for these ads when someone clicks on them. This makes for great ROI if you’re strategic about your keywords.

Another thing to keep in mind when you’re building out paid search ads for your real estate company is local search results. You can optimize your PPC strategy to draw in local leads to ensure that the leads you get are only qualified leads in your service area. 

06. Social Media Advertising for Home Builders and Real Estate Developers

PPC is a great real estate advertising tactic, and it can deliver a ton of qualified leads when you do it right. But, PPC lacks one thing that social media platforms can deliver in spades: beautiful imagery. 

As a real estate developer or home builder, you know that pictures and photography sell homes. Beautiful quartz countertops, subway tile walk-in showers, stunning vistas, patios, and decks are what sell homes. 

Social media advertising allows you to combine the power of your company’s beautiful visuals, with the keyword and audience targeting that puts you in front of the leads you want. 

Facebook and Instagram are the best places to start. Then, we’ll talk a little bit about Houzz, too. 

Facebook and Instagram

Facebook and Instagram are ideal real estate advertising platforms because they are highly visual. What’s more, both platforms offer a diverse range of advertising options. 

Take a look at all the different types of Facebook Ads to start. 

With everything from local awareness ads to website conversion, traffic, event, and offer claim ads, there’s nothing you can’t do on Facebook Advertising. 

Since Facebook owns Instagram, it extends its powerful targeting abilities and breadth of real estate advertising capabilities to the photo-sharing platform as well. 

This is great for you, the home builder or real estate developer, as these ads allow you to show off your workmanship and communities in their best possible light, directly to the leads you know are qualified for your real estate company. 

Implementing Facebook and Instagram Ad Campaigns

How to get started?

We’ve got a guide: How to Get Your Social Media Ad Campaign Off The Ground. That’s a good place to begin. 

Figure out who your target audience is and what your goals are for your social media ad campaign. Then start building out your campaign. 

This guide: 6 Steps to a Facebook Ad Campaign That Delivers should help you decide what you want to do with your real estate advertising campaign. 

Remember that creative — the images and content you choose — are a key component of your ad campaign. That’s what will stop someone from scrolling, and convince them to click over to your website, so be sure to spend time there. 

And finally, when you’re implementing your social media ad campaigns, don’t forget inbound marketing best practices. Yes, this is real estate advertising, but as we talked about at the very beginning of this blog, minimizing your user’s disruption is essential to producing results. 

Applying inbound marketing tactics to your Facebook ad campaigns can help you convert more of the right leads, boosting your ROI, and ensuring you’re only spending money on ads that help you achieve your goals. 

Is Houzz Pro+ worth it for home builders and developers?

This is a question we get a lot for our home building and real estate development clients. 

Houzz is a powerful marketing tool for real estate companies, but its success as a real estate advertising platform is a little murky. Some home builders and remodelers swear by it, and others don’t see much in the way of results. 

It’s a relatively new platform, so that could be partially to blame. The general consensus, however, is that if you have a decent following on Houzz already, Houzz Pro+ could be useful to you. 

Many mention that if you have a number of testimonials and reviews, these can help to boost the conversion rates and effectiveness of your Houzz advertising campaigns. 

If I had to give you an answer? I’d say build your campaigns on trusted, proven platforms first. 

Once you have a firm handle on real estate advertising through Facebook, Instagram, and paid search, then there’s nothing wrong with testing Houzz advertising out for a bit if you’ve got the money.

Houzz has a huge pool of highly-qualified leads just sitting there, so if their advertising platform is at all effective, it’s likely to produce great results. You’ll just have to try it for yourself. 

07. Leveraging Remarketing Ads

One final component of the ad campaign segment of your real estate advertising strategy should be remarketing. 

If you had to pick just one type of real estate advertising campaign to set up, we would definitely recommend remarketing ads. These are the ads that follow people who have already come to your website. 

For example, let’s say you’ve been looking at a specific pair of shoes. You added them to your cart but didn’t have your credit card, so you figured you’d come back to buy them later. 

When you go to check the weather or head to Facebook, an ad pops up for the exact shoes you were planning to buy. That’s remarketing. 

It’s a remarkable advertising tool that calls visitors back to your website and to the pages and services they’ve already visited. 

Remarketing is well-known for having an exceptional conversion rate that actually increases over time. Since you’re targeting people who already have an interest in your homes or real estate development, you’re working with a pool of people who are very likely to convert. 

There are a number of ways to build out a remarketing campaign, so I’ll let Neil Patel give you the play-by-play. His guide to 4 Remarketing Campaigns You Can’t Afford to NOT be Running is a great step-by-step that will run you through some basic remarketing ads, and how to set them up. 

08. Nurturing Leads with Real Estate Email Marketing

Remember steps 2 and 3? Wow that was a long time ago. 

Steps 2 and 3 talked about creating landing pages and content offers that would keep visitors coming from your ads on your site, and even convert them further down the buyer’s journey. 

Man am I glad we already set those up. 

Now that you have real estate advertising campaigns running, those pages will automatically start working for you — gathering the email addresses of qualified leads who have shown a genuine interest in your real estate development or home building company. 

What do you do with all of those brand new, qualified leads? 

Email marketing of course!

No real estate advertising strategy is complete by just launching an ad campaign. 

You have to have a strategy for those ad campaigns, as well as what to do with the leads your ad campaign generates. 

And email marketing is one of the best ways to connect with those brand new leads. 

Workflows and newsletters help keep those new leads engaged with your real estate company, until they’re ready to make a purchasing decision, or until your marketing team is ready to hand them over to the sales team. 

Newsletters

Newsletters are a great place to put that lead who downloaded the “The Green Builder’s 2020 Lookbook”. They’re not ready to make a purchasing decision yet, but they’ll appreciate the information you offer in your newsletter. 

Email Workflows

Email workflows are perfect for the highly-qualified lead who downloaded the “Green Builder’s Guide to Designing an Energy Efficient Custom Home”.

You know they’re actively interested in designing and probably building a new, green home. Entering that lead into a workflow offering more information that’s helpful to their buyer’s journey, like how to set a budget, what sort of timeline to expect, and more will help move them closer to making a purchasing decision. 

Email marketing for real estate developers is one of the easiest ways to deliver new leads the right message, at the right time, without adding extra work onto your marketing or sales teams. 

09. Boost Close Rate by Streamlining the Marketing to Sales Handoff

Let’s recap your real estate advertising strategy: 

  • You’re pulling in leads with great ads. 
  • Those leads are sticking on your website because you’ve developed great landing pages that solve their pain points, and you’re offering content they’re interested in. 
  • Once you’ve got their email addresses, you’re nurturing those leads with great content from your email workflows and newsletters.

What do you do when they’re ready to go to sales?

Nailing the marketing to sales handoff is so important. 

The more seamless the transition, the faster your sales team will be able to close those leads. That means you sell more homes. 

There are a lot of ways to streamline that handoff. It starts with marketing and sales alignment

Get your marketing and sales teams on the same page, and talk together about how to gently hand leads from marketing to the sales team, and when to do it. 

The more you optimize this process, the better the close rate your sales team will have. 

So many leads tend to fall out of the funnel or flywheel during this handoff. If you can make it seamless, and a pleasant experience for your leads, your sales team will have a much easier job of selling that home. 

10. Optimize, Optimize, Optimize

The more ad campaigns you run, the more data you’ll collect. You’ll start to see which platforms deliver the best leads, whether that’s Facebook, Instagram, search engines, or even Houzz. 

You’ll also start to see which of your landing pages and content offers are the most valuable to your real estate clients. 

Take all of that data and put it to work for you. 

Adjust ad campaigns to improve performance. Write new content offers and tweak landing pages to better funnel those conversions. Optimize your email marketing workflows to keep those leads excited about their potential new home with you. 

In our years of partnering with real estate developers and home builders, we’ve learned that the best real estate advertising strategies are the ones that are monitored and optimized regularly. 

Consumer habits change constantly, as does the internet. You should be adjusting your real estate advertising strategy accordingly. 

Building a Complete Real Estate Advertising Strategy

WHEW. That took a minute, but it was worth it. 

A quality real estate advertising strategy takes goal setting, planning, ad creation, lead nurturing, and a smooth marketing to sales handoff to actually sell homes. 

While ads can get leads to your site, it’s everything else that sells the home. 

Keep that in mind when you’re developing your next ad campaign, and you’re sure to start seeing the results you’re looking for. 

There’s a lot that goes into a full-scale real estate advertising strategy that sells homes. It can be a lot of work, and your team might not have the capacity to handle everything. If you’re looking for a bit of support, the Evenbound team would be happy to help.

We’ve worked with home builders and real estate developers since our company’s founding, and we’re proud to say we’ve delivered some significant results. Let us know if we can answer any questions about your real estate advertising strategy. 

New call-to-action
New call-to-action

How This Agency Generates Real Estate Leads with SEO

How This Agency Generates Real Estate Leads with SEO

How This Agency Generates Real Estate Leads with SEO

About the Author

Mack Dudayev is the co-founder of Chance Realty LLC. After perfecting his business growth strategies in his first company, he decided to turn his sights on the real estate world, using all of his digital marketing tricks to grow his agency.

SEO is one of the best sources of real estate lead generation if you compare the ROI of other digital marketing efforts. Whether you want to attract leads locally, create brand awareness, boost trust or even enhance your user’s experience, it is a reliable method and when done right, it offers a long term solution for businesses looking to generate leads. The reason search engine optimization has a positive impact on the buying cycle is that the more information you provide your customers, the more you draw them to you. Customers love researching, and if they can easily find what they are looking for with you as the source, the easier it will be to position yourself as an expert.

And while SEO has plenty of benefits, a lot of real estate businesses are struggling to generate leads. Real estate is one of the biggest markets, but there are still so many drawbacks that are a pain to most realtors and agencies because of challenges that come with marketing yourself in such a saturated field. 

There are different ways of generating leads, both organic and paid. From advertising to SEO, social media, website, video marketing and so on, the possibilities are endless. Very few agencies have it easy with lead generation, and the majority are those which struggle. Chance Realty struggled like many other agencies, but at last, hacked the secret to lead generation through organic search. Here is how we did it: 

7 Effective Ways of Performing SEO for Real Estate Lead Generation

Implementing SEO in real estate or any other business is not a guarantee for success. Just as it may work, it might equally fail. A lot of factors go into making it work, but some businesses are still getting it wrong. If you are still struggling with your SEO for real estate, the following are a few tips to do it right and what helped Chance Realty, a real estate agency in Boca Raton, thrive with their efforts. 

Focus on a Niche

A good rule of thumb for SEO is working with one specific niche. It is easier to focus on one niche rather than spreading yourself thin to many. It gives you the opportunity to direct your energies to one particular audience. The good thing is that this presents you with different options to choose from. Do you want to focus on people of a specific status? Are you more interested in a specific kind of home? Or do you want to deal with a specific location? 

There is no limit to how you can make yourself stand out. Our recommendation is to keep to one neighborhood until you have absolutely dominated it organically. If you are an agent or have agents that speak another language, that is another market in your area that you can go after. This not only helps you stand out as an expert to your customers but also to the search engines. They prefer niche sites over broad ones and it will give you a two-fold advantage by carving out a niche for yourself. 

Know the Importance of Content

A lot of real estate businesses do not understand the importance of good content. You need unique content that carries value for your audience. Search engines will only provide web visitors with content relevant to their searches. And relevance is mostly determined by quality. So, if your content is poor, your SEO will definitely fail. Bad enough, a lot of real estate businesses don’t know the role content plays for SEO, and hence don’t use it at all. A lot of real estate agencies simply create websites that talk about them and their listings. 

The best thing you can do for your SEO is create in-depth content about all of the communities in your area to give those seeking information a view into what they’re shopping for. If your content is of good quality, they will not want to work with anyone else. This also gives you the advantage to show up in the search for those looking to rent or purchase in those communities.

Build Partnerships

It is through partnerships that you get to spread your outreach. Partnerships introduce you to new audiences, both within your local area and outside. Find out about other businesses operating in your area, and see if they can agree to partner with you. This can be something as simple as writing a guest post for another local business to introduce yourself to their visitors, and also earn a backlink to your website, which will help increase your rankings. 

Don’t Forget the Listings

Any real estate expert will tell you black and white that listings are very important. They give your business great exposure to an assortment of audiences. In addition, it offers the convenience you need and gives you the opportunity to approach the most suited prospects for your property. So, don’t take your chances and ignore MLS listings, as they can go a long way to boosting your leads. Especially if your website has good SEO, you have the potential to be discovered in the search of certain address searches. 

Think of Resettlers

While most of your audience and prospects are the locals, chances are that there are other people considering moving to that area. You will also want to keep them in the loop. Tailor content to inform such people about the area and the kind of property you deal with. Make sure the content is inclusive of the kind of information that enlightens and attracts them to what you are offering. Doing some keyword research to see where people are coming from mostly to your city, and create content around it to target those movers. You can see an example of this type of content here

Focus on Enlightening People

When looking for homes most people will go out of their way to find out the kind of a place they are moving into. In addition to finding the perfect home, any home buyer will consider the convenience of that location. If the home is not conveniently located, there may be no purchase. Do the heavy lifting for your prospects and create content geared towards enlightening people about the area. 

Convert Your Traffic

Leads are great, but how do you keep them interested? The answer is Conversion Rate Optimization (CRO). You need to find different ways, if not one, for converting your visitors to leads, otherwise they will exit your page and move to the next one. While you may need them to take action, you need to offer them something valuable. For example, you may choose to offer more info in exchange for an email subscription, or an ability to search listings for their contact info. Just make sure that whatever you are offering is not unrealistic or else your leads will shy away. If your content offers great value to your visitors, they will be inclined toward taking the next action. 

Start Now

In the end, a good SEO campaign is about consistent and sustainable work. Make sure to build links and create high-value content, positioning yourself as an expert in your area, and the leads will follow. At Sovereign Oaks, we were able to grow our organic traffic and drive organic leads through these efforts. 

New call-to-action
New call-to-action

Web Design Best Practices for Home Builders

Web Design Best Practices for Home Builders

Web Design Best Practices for Home Builders

There are some general best practices for modern web design, which you may already be aware of. But there are also some web design best practices for home builders to implement in their website design to ensure that their sites are reaching their ideal clients and converting them to leads. 

CTA-Brutally-Honest-Website-Checklist-[button-02]

Images of Your Homes—Front and Center

Beautiful homes are going to be what’s compelling to your prospective clients, so put high quality, professional photography of some of your best homes right in front of their noses. 

Images of gorgeous homes are going to be attractive to your website visitors, since what they want to see, and ultimately, what they want to purchase, are gorgeous homes. 

Good photos of the homes you build should be the center of your design, and your content should support that, rather than the other way around. Plus, images are easy to share on social media platforms, which is the new word-of-mouth.

Social Media Integration

Ensuring that your site integrates social media can increase the buzz about your homes and can make your site more user-friendly. People are going to want to share images of your homes via social media.

Make sure that you not only have those attractive, high-quality images, but also social sharing buttons. Instagram, Pinterest, Facebook, and Houzz are all possible mediums that visitors might use to share your photos.

Additionally, if your company is on any of these social media platforms (and it should be, especially Houzz!) they should be integrated into your site so users can easily navigate to your company’s profile on any of those platforms so they can engage with you there.

Mobile-Responsive Design

Any site in 2019 needs to be mobile-responsive. More than 60 percent of all web searches are done on mobile devices, which means that there’s a big chance that your website visitors are looking at your site on a smartphone, tablet, or other small screen. 

If your site is difficult to navigate for mobile users, you’ll miss out on a lot of valuable mobile traffic. Google penalizes sites that aren’t mobile-friendly, and mobile-friendly sites are easier for users to share, getting your name in front of more potential future clients.

Quick Loading Time

Since people are going to be visiting your site on mobile devices, on the go, a quick load time is essential. While your visitors are going to want to see gorgeous images of your homes, they don’t want to wait for tons of pictures to load.

If it takes more than 3 seconds (just 3 seconds!) for your site to load, more than 50 percent of visitors will navigate away from your site to somewhere else. Click To TweetKeep them on your site and off your competitors’ with a design that facilitates quick loading. 

Explain Who You Are and Why You’re Different From the Competition

If there’s something you can do to ensure that your site isn’t just generating leads, but quality leads, it’s to explain who you are, what you do, and why your company is different from the other home builders in your area. 

Your niche and market need to be clearly outlined on your website. If they’re not, you’re going to miss out on calls from your ideal clients—and get a bunch of calls from people who aren’t good fits for the homes you build, such as people outside of your location or looking for a home that’s not in your price range. 

If you’re a luxury home builder in the Grand Rapids area, make sure you specify that clearly on your site in a place that’s impossible for site visitors to miss. 

Calls to Action

Calls to Action (CTAs) are crucial design elements for home builder sites. Why? Because you want visitors to your site to take action… by getting in touch with you. CTAs make it easier for people to do just that. 

CTAs are usually bright-colored buttons that invite website visitors to click on them. They usually have text that asks a user to do something specific, like “Request a Quote” or “Schedule a Consultation.”

Landing Pages

Landing pages are pages where a visitor “lands” after clicking on a CTA or a digital ad. It restricts their navigation options and allows the visitor to complete a form with their contact information in exchange for information that you provide them.

That information needs to be something of value to your visitor, to make giving you their contact info worthwhile. Things like ebooks and guides offering information about “How to Design Your Dream Home” or “Everything You Need to Know About Home Design,” motivate visitors to convert by completing the landing page form.

Landing pages are a critical design feature for home builder websites because they can help you:

  • Convert qualified visitors to leads
  • Direct visitors to information relevant to them
  • Build your authority and credibility by providing valuable information to visitors
  • Track where visitors are coming to your site from
  • Capture analytics that you can use to determine marketing ROI and optimize your digital marketing efforts

Check out this blog for more information about optimizing landing pages.

Outline Your Homebuilding Process

Also, explain your process. Prospective home buyers are going to want to know how you build homes, how long it takes, and what else they should expect before they will put down any money on their new home. 

Outlining your process right on your website is transparency that your clients will value, and it can head off a lot of the initial questions you frequently receive from interested parties. Click To Tweet

Don’t Over-Focus on Content

Content definitely matters, on any site, and we’ll always say that, but content shouldn’t be the centerpiece of your home builder site. Images and calls to action are going to be center-stage on your site, so don’t write 2,000 word essays for each and every page.

Using good SEO practices and keyword optimization are essential, of course. But long blocks of text are going to turn away site visitors who don’t need to read in so many words that you build homes—they need to see what your homes look like, and know how to request a site plan or pricing. 

As a home builder, your website is your digital portfolio—it’s what potential clients look at to see if your houses are what they’re looking for. If you don’t have a stunning website that’s image forward, let’s chat. We can build you a site that’s not only beautiful but also functional. 

And if you’d like to know more about our experience with home builders and real estate developers, be sure to check out the case study below:

New call-to-action
New call-to-action

Email Marketing for Real Estate Developers

Email Marketing for Real Estate Developers

An effective email marketing strategy is very important for home developers looking to sell lots and fill developments quickly. Email marketing functions for developers in two ways: 1) you can let consumers know about your development before you even break ground, making the selling process much smoother for you, and 2) it allows you to hold on to consumers who may not have been ready to purchase a home in one development, but who may be perfect buyers for the next.

When done properly, email marketing has wonderful potential to get your company in front of the right consumers, at the right time. It’s a wonderful addition to any inbound or outbound marketing strategy because it speaks directly to your target buyer. Here are a few key things to know about starting an email marketing campaign for your real estate development company:

Know Who Your Ideal Buyer Is

The first and best way to email your subscriber list effectively is to know who they are. It sounds basic, but you’d be surprised at the number of weird spammy emails the average consumer gets in a day. Know a little something about who you plan on sending that newsletter to, and you’ll see better results all around.

  1. Create buyer personas. For most real estate developments, buyer personas are actually pretty easy to pin down. You already know most of the information: the average income of your typical buyer, the average age, marital status, etc. Pool all of that information into two or three buyer personas, and then segment your email lists accordingly. That way you’re always sending out relevant content to the right buyer persona. That will help keep your number of “unsubscribes” low.
  2. Remember that you can’t make everyone happy. When you start sending newsletters out to a list of email addresses, you’re bound to get a few “unsubscribes”, and that’s okay. Not everyone is a perfect fit for your real estate development, and your goal should be to keep the ones who are a perfect fit on your email list. If you’re selling a real estate development for empty nesters, you shouldn’t be upset about a 20-30 year old unsubscribing. They weren’t a good fit anyway. Instead, focus on creating emails that speak directly to those empty nesters your community is built for.

Speak Solutions, Not Services

Email marketing campaigns that get ignored often have almost nothing to do with the buyer. If you’re just talking about how wonderful your development is, most consumers are going to hit the delete button before they even make it through the headline.

Successful email marketing campaigns are ones that consumers actually want to read, and choose to stay subscribed to.

Yes, you build wonderful homes, and your developments are gorgeous and highly exclusive, but think of that from your buyer’s perspective. Why would they want to move into your development? What problems do they have that your developments solve? Do you offer maintenance-free living? A community center? Close proximity to a golf course, lake, etc?

Instead of talking about your development directly, think about the problems your development solves for the people who live in it. Put those solutions in your email campaigns, and you’ll start to see better subscription and bounce rates.

Though your email marketing campaigns are meant to convert people to make a purchase, you have to talk about something more than the homes you have for sale if you want to convince people. Your homes might be beautiful, but so are a lot of others — what makes your development or community stand out for the residents? How do your homes improve their quality of life?

Keep it Low-Key

Don’t email too much, and don’t email too often. Keep emails short, sweet, and helpful. Play your email campaign casual. It’s no surprise that the decision time for purchasing a new home is long, and for most consumers, no manner of persuasion will get them to buy a new house before they actually have the money to do it. Instead, keep yourself on their radar by continuously providing helpful content that they actually care about, in a way that’s not pushy.

Definitely keep your CTA at the end of every email and newsletter you send out, but try not to send out more than one email a week to regular subscribers. If you’re following up on a lead, that might warrant a few extra emails a week, but if they decide they’re not ready to buy, don’t continue to harass them.

Instead, add them to your regular newsletter, where they will occasionally receive delightful content about choosing the right home, decorating a new home, or knowing when it’s time to purchase a new home. When they do decide to buy a home, you’ll be the first person they call, because your name will be fresh in their minds from your consistent, but casual, emails — emails they genuinely liked!

In the end, an effective email campaign is all about being pleasantly persistent, but not pushy. Keep offering up content that your buyers genuinely want to hear, and they’ll know that you’re truly there to help them — rather than just sell them something.

New call-to-action


Professional Photography Sets Home Builders Apart Online

Professional Photography Sets Home Builders Apart Online

Professional Photography Sets Home Builders Apart Online

person-holding-camera

If you want your home building company to stand out online, professional photography is the first step. Your buyers are already online, and as they’re flipping through photos of houses on Zillow and Trulia, you want them to stop on your property. How do you impress them? With awesome, high-quality photos of your amazing work. If you’ve been considering professional photography for your home building company, but just aren’t sure it’s worth the investment, here’s what you need to know:

Why Should your Home Building Company Hire a Professional Photographer?

Professional photography is an absolute must when you’re building out a professional home builder website. Whether your website already exists and you’d like to update, or you’re thinking about getting a website for your company, one thing you definitely shouldn’t skimp on is photography. And really, it makes sense — most people buy a house because of the way it looks. Sure, most people want a home that’s structurally sound, but 9 times out of 10, the real deciding factor is what it looks like. Professional photographers are a must for any home builder looking to drive quality digital traffic, and here’s why:

Draw in More Qualified Buyers

The better your pictures look, the more quickly people will convert. If you’re putting your best foot forward online — on websites like Trulia and Zillow, as well as on your own website — it’s easier for potential buyers to picture what their own lives will look like in your houses, which makes it easier for them to pick up the phone and call.

Highly Shareable on Social Media

Another great benefit of high-quality home photos is they’re highly shareable on social media. People on almost every social media site — from Pinterest to Facebook — love a great photo of a breathtaking home. And if they really like your photo, then they’re likely to share it, which means your home makes it onto more people’s social media feeds. This expands your digital reach, and can help increase the number of qualified leads you have calling in, as it simultaneously expands how many followers you have on social media.

They’re More Attractive

The bottom line is that a high-quality photo is simply more visually attractive than a grainy photo someone took with their smartphone. Consumers love to look at really beautiful homes, and professional photography ensures your homes fit in that category. With professional photography, you ensure your business, and your brand, appear visually attractive and professional across all platforms. This is key for home builders, especially if you’re trying to break into a higher price point. Professional photography can convey the class and elegance you need to represent to attract buyers willing to make a larger investment.

So, it’s pretty clear why professional photography is so great — it positions your company as a professional, high-quality builder who can put out elegant homes — but how do you hire a professional photographer you can trust to convey that vision of elegance?

Hire an Architectural Photographer

First and foremost, it’s important to hire a photographer who has experience with architectural photography. There are tons of photographers out there who have experience doing work for realtors and housing developers, so be sure to choose someone who knows how to do the photography you need. Taking photos of houses is a little bit different than taking family portraits, and an architectural photographer will know just what to do to ensure your staged houses look like someone’s future home.

Investigate Lighting

Before you hire any architectural photographer, be sure to look at the portfolios of some of your top candidates, and pay special attention to the lighting in their sample photos. Does the lighting they’ve used make the homes look larger, or smaller? Does the light seem warm and inviting, or too dark on the edges, and overexposed in the center? Quality lighting is absolutely key in architectural photography.

Many homes are much bigger than the lens can capture, so quality photographers know how to play with the light, and add in additional lighting in places with really high ceilings, so the home doesn’t look smaller than it actually is. Be sure to take a good look at your professional photographer’s portfolio before finally making a hiring decision.

Know Your Rights

The last thing to do before finally hiring your photographer is to know your rights. There are tons of different intellectual property and copyright licenses you can purchase from your photographer, but it’s good to know that most home builders usually don’t need exclusive rights. If you think about it, you’re probably only going to use the photos you have taken for a year or so, until you sell the house you’re advertising.

So, it doesn’t really make sense to purchase all the rights to every photo you have taken (it can also be very expensive). Talk to your photographer about purchasing the temporary rights to the photos he or she takes of your homes. That can be much cheaper, and then you won’t have to keep paying for those photos long after you have a use for them.

High-quality photography is one of the key ways home builders can set themselves apart online. The homes you build are your product, and they’re your best advertising resource as well. If you invest money in making your homes look good, you’ll be investing in your company’s professional image. Best of all, you can share those photos to get people excited about the work you’re doing, and grow your digital following at the same time!

Still not sure where go with your home building company’s digital marketing strategy? Evenbound can help! We often work with custom home builders and home developers to boost online traffic, and increase ROI. Check out the case study below to see how we helped push one senior care residence to the top of the market:

New call-to-action
New call-to-action