Agent Funiversity

Nestiny’s Guide to Lead Generation Part 1

Keeping your pipeline full of potential leads and nurturing them until they are ready to buy or sell is how successful Real Estate Agents outshine others in their market! While this isn’t an exhaustive list of ways to generate leads, this guide will focus on free ways you can generate clients for your Real Estate business. These ideas range from 'old school' to 'new school' but if you're curious, we'll tell you at the end how you can turbocharge these efforts in a really modern, powerful way. And whether you're a new or seasoned Agent, lead generation should become a part of your daily routine to be successful.

Attract New Client Leads with Nestiny

10 Ways to Generate Real Estate Leads for Free

Below are 10 ways to generate new clients and grow your business without having to pay for leads. Let's go over each one.

1. Client Referrals

When you are on the hunt for a good restaurant, what do you do? You ask around. Same applies for a good Realtor. It’s really simple—Do a good job, and then stay in touch with your clients. This will keep you top-of-mind if someone they know asks them about their Agent. This source typically works best if you already have past clients, and it’s never too late to start asking for referrals. You can also ask people to give you referrals who know your character such as friends, family, and other members of your Sphere of Influence (SOI).

At closing, offer your buyers a small gift to show your appreciation. Include your business cards and ask them to share with anyone they know who may need an Agent. Then stay in touch with regular calls, texts, emails, and visits. Mark down their closing date in your CRM to follow up on their home anniversary. Hand write letters and keep the relationship going. Most Agents will agree that client referrals are their best source of new business. Be sure to ask for testimonials via digital channels like your Facebook, Zillow, Realtor.com and Trulia accounts.

Attract New Client Leads with Referrals

2. Agent Referrals

Another group in your sphere are your Agent friends—ask other Agents for referrals! Some Agents have specific niches or specialties and only work with buyers, sellers, commercial properties, distressed properties, etc. When any other type of business opportunity comes across their lap, they may be willing to share them with you for a referral fee. Or if you have a niche, you may be the market leader in your specialty and Agents will want to send you referrals in areas that they do not serve.

Another referral option is with Agents from other geographic areas. If an Agent is working with a client that has a house to buy or sell from out of town, they may refer the other side of the transaction to you. Network with other Agents as you can so that you can be top-of-mind in these circumstances.

And finally, Agents may leave the industry but still have a book of business that they want to pass on to someone to take over their leads. Ask your broker for a list of previous Agents that have left and reach out to them to see if they would be willing to share contact information for leads they were working with prior to walking away.

In other words, ask for referrals from everyone you meet, as often as possible.

3. Website, Blog and Community Real Estate Pages

Typically, consumers find information online by asking a question or typing a phrase into the search bar. If your website has content that answers common real estate questions, it is more likely to show up in search results. Most traffic to a website is driven by content that answers people’s questions. Therefore, if you have a website that has a blog and a Community Real Estate Page, you will need to utilize the right SEO (Search Engine Optimization) keywords. And the more you share your content on social media, the more you will gain exposure to your website.

For blogs to work, you must be consistent. Devote time and good content for your subscribers to follow. Offer tips and ideas, articles, trends, videos, etc. and have a way to capture their contact information when they visit your blog posts. You can create an offer—where you offer something of value like a downloadable PDF and when they click to download, they are prompted to enter their contact information.

Build local community real estate pages on your website where you can post information about local school information, attractions, events, places to shop, things to do, etc. in your local community. This brings people to your site that are local, or even from afar who are coming to the area. You never know where your next client will come from.

Attract New Client Leads with Social Media

4. Social Media

The key when posting on social media is consistency and knowing the right timing, the right content and the right platform. Post regularly on all of your outlets, such as Facebook, Pinterest, LinkedIn, Twitter, Instagram, and more.

Each social media platform has its own set of tools to help you grow your business. For instance, Facebook offers the ability to build a business page where you can place a Call-to-Action button at the top to send your followers to your website. You can join Facebook groups for FSBO, garage sales, home improvement, etc., then post relevant articles and blogs that lead them back to your site. With social media, it’s all about the engagement.

Pinterest allows you to create boards and share them with your clients when they ask about certain topics like tabletop options or staging ideas. Twitter has lead generation cards. On your LinkedIn profile, add videos about your company and use analytics to see what resignates most with your audience. Posting beautiful images and contests on Instagram is a sure way to gain engagement.

On Facebook and other platforms, you can also search locations and keywords. You can search your city name with phrases like house hunting, packing, moving, selling our home, getting married, getting divorced, etc. and it will pull up posts from people in your area that have posted these phrases. Start a conversation with these individuals in a private message and position yourself as the local market expert of your area with helpful (and correct!) advice.

5. Open Houses

When hosting an Open house for your listings, hang signs at every nearby cross street. Advertise it in your MLS, share it on your social media platforms and list it on sites like Zillow where buyers frequently shop for homes. The leads you will get from buyers walking through your Open Houses are typically more ready to buy in the near future. Use a digital guest book like our Open House Kiosk to easily follow up with the leads you get!

If you don’t have any listings, ask the other Agents in your brokerage if they have any listings they would allow you to sit in on. Then you can greet the buyers as they come in.

Invite the neighbors and ask if they know anyone looking to be their neighbor. Set up a table at the entrance and hand out information on the property. Also have them sign in so you can then follow up with them after the Open House is over. It's also a great way to network for future listings in that neighborhood. Hang balloons on the signs leading to the property and on the front lawn. Trust us, it works to bring people in.

Attract New Client Leads with Nestiny

6. Free Workshops, Seminars and Classes

Utilize the power of social media to broadcast when and where you are holding your free workshop to educate buyers or sellers on specific topics. This could be a FSBO workshop, a class on home staging, how to price your home, a seminar for first time home buyers or investors, a course on moving while serving in the military and more. Show that you are the expert in your field and get face-to-face with people who are in need of your services. Be sure to send them home with materials that include your contact information!

7. Niche Marketing

When your marketing is centered around a specific area, a specific type of home or a specific type of client — they will come to you! Be the expert in a specific field or topic and the leads will start coming in from buyers, sellers and professionals sending you referrals alike. Make sure your messaging about your niche is consistent across your web presence and print marketing materials so people think of you!

8. Geographical Farming

While door knocking is a method involved in geographical farming, there's much more to this practice. You can also send direct mail or host neighborhood events in a particular geographical area. You can target a city, a community, a specific zip code, a neighborhood or a subdivision. Maybe you want to target renters who may soon become homeowners, so you target specific rental housing areas. (You can also get to know leasing agencies who may help refer business to you.)

You can start off with methods that don’t require financial contributions such as writing community newsletters or stopping by each home to talk to each renter or homeowner. Maybe a homeowner will agree to place a sign about you in their yard (just be sure the community allows signs). Be aware that geographical farming can get quite expensive if you’re sending postcards, delivering gifts, sponsoring the local baseball team, and holding community activities or parties. To keep your name top-of-mind, frequency is key. Becoming a local name that people know can also take quite a long time, but has the potential to bring great results.

Real Estate Neighborhood Door Knocking

9. Door Knocking

If you are into geographical farming, door-knocking should come second nature to you. This is an excellent way to build your Sphere of Influence (SOI). Write, rehearse and really know your door knocking script, one that demonstrates your confidence and knowledge. Design door hangers to hand out while you go door to door. If no one answers, just hang the door knocker on their door. This practice is old school, but it still works!

10. Partnerships and Networking Groups

Perhaps you can partner with local businesses to be featured in their establishments and in return, you can promote them among your Sphere of Influence (SOI). Ask them if you can leave your business cards there in exchange for displaying them on your website under the community section.

There are paid networking groups like BNI and TwoTwelve that Agents can join, but you can also build your own networking group that meets once a month with the sole goal of bringing each other business. There should only be one of each category inside of the group—for instance, one Real Estate Agent, one Lender, one Car Salesman, one Hair Stylist, etc.

Partner with Lenders, Attorneys, Wholesalers, etc. Have a team of people on a Local Experts list and refer business to each other as often as you can. This type of list is also good to share with your leads to offer recommendations for professionals and local services they may need.

Real Estate Partnerships for Leads

How to supercharge your lead generation efforts

If you're still reading, that's a good sign that you might be the type of Agent who understands what it takes to make it in this business. At Nestiny, we know that many Agents work really hard and stay busy, but know it can be difficult to make sure you're doing all the right things to grow your business.

We've made it much easier. Most of the leads you generate may not be ready to buy or sell a home right then. So what do you do with them? You don't want them to fall through the cracks but you don't have a lot of time to manually follow up with each of them. You don't want to miss an opportunity to build loyalty with them so that they think of you first when they are ready to make a move.

It's not good enough these days to hope they remember you. In fact, it's too risky to your business. And besides, you've spent all that time attracting them to you — and want to keep them engaged. Here at Nestiny, we've solved this problem in a profound way.

WE CAN GIVE YOU ACCESS TO A SPECIAL VERSION OF NESTINY.COM — A PERSONALIZED WEBSITE YOU CAN SHARE WITH YOUR CLIENTS THAT TIES THEM BACK TO YOU (AND ONLY YOU)!

And the best part is, you are being helpful by inviting them to a 24/7 educational experience that augments your real world efforts and gives you incredible insights about who to focus on next.

Attract New Client Leads with Nestiny

Easy as 1, 2, 3!

It's simple. Do these three things and we can help take care of the rest.

  1. Add all of your contacts into Nestiny as soon as possible, preferably with an email address
  2. Share our ready-made, helpful and educational content with your prospect via social media, email or text message.
  3. Put your new Nestiny website link on all of your marketing collateral (both digital and print) ASAP.

With Nestiny, you nurture everyone you invite, no one is falling through the cracks and you can begin to build a greater audience of highly-engaged, future clients.

For a limited time, we have special pricing making Nestiny for Agents really affordable for every Agent. For more details about how to join our growing family, visit www.Nestiny.com/for-agents/signup.

Here's to happier lead gen!

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