9 Foolproof Lead Generation Ideas for Realtors To Boost Conversions

Well-implemented lead generation tactics are essential for realtors to succeed in the competitive real estate industry. 

A whopping 49% of realtors spend up to $250 on lead generation. That’s unsurprising, with the average lead conversion rate in real estate at 2.4%. That’s lower than the 4.6% conversion rate reported for professional services and even the 4% reported for industrial products.

But how do you generate leads, whether these be property buyers or sellers? Here are foolproof lead generation ideas for you:

Table of Contents

1. Investing in search ads
2. Targeting expired listings
3. Marketing through your website
4. Using QR Codes
5. Using email marketing
6. Attending real estate events
7. Getting referrals from satisfied clients
8. Using predictive analysis
9. Building strategic relations

1. Invest in search ads

Coupled with your offline marketing efforts, you can take advantage of online platforms to attract high-quality leads. 

Consider running paid ads on search engines such as Bing or Google so that prospective homebuyers can find your listing when they search online. 

Search engine ads are effective because they are usually positioned at the top of the search engine results page. 

Here’s an example of a real estate search ad. Notice that each ad has “Sponsored” written above so users can tell it’s an ad:

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What can you do?

For search ads, use keywords to improve your chances of getting found when prospects come searching. 

Keywords are search terms or phrases people type into search engines for a particular information. 

You can research specific keywords using Google Keyword Planner (or other paid tools such as SEMrush or Ahrefs). Look out for the search volume and keyword competition when doing your research. 

Go for keywords with a high search volume and low competition. Typically, you may want to use keywords that include the property type and location for better performance. 

For instance, “5 bedroom duplex in Kentucky” is more likely to help you reach relevant leads than “5 bedroom duplex.”

These ads target potential buyers who are active users of that specific social network. Here’s an example on Facebook:

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Include key details such as the property’s location, size, and price in your online advertising campaigns. You can link to a contact page on your website or a WhatsApp phone number like the ad example above. 

Preferably, you should link to a landing page that provides more information—such as a thorough description of the property’s features and your contact information—about the property. 

You should also well-optimize the landing page with quality pictures of your properties and relevant titles. Here’s Wide Estate’s landing page from a Google ad, for example:

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You may also include a lead capture form on your landing page to collect the prospect’s details. Choose an embeddable form builder to ensure your form is integrated into your page and easy to fill out. See another example from Wide Estate:

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With the contact information, you can follow up with potential home buyers, making it easier to close a sale. In cases where some prospects showed interest but didn’t purchase, having their contact information allows you to notify them of future offers.

You can also create a Google business profile for your real estate company to attract organic leads on search engines. Online real estate platforms such as Zillow can also help advertise properties online.

2. Target expired listings

Expired listings are properties on the market but didn’t get any buyers within the expected timeframe. 

Targeting these listings will help you generate seller leads. You already know they want to sell their houses. The stats also reveal that agents can receive up to one listing appointment for every 25 expired listings contacted! That’s a reasonable conversion rate of 4%.

What can you do?

You can find expired listings through a Multiple Listing Service (MLS)—a database that various real estate brokers maintain to provide relevant data about properties for sale. 

Some popular multiple listing services in the United States include Stellar MLS, Bright MLS, and Georgia MLS.

Online real estate platforms such as Realtor.com or Trulia may also have expired listings you can work with. 

Additionally, you can manually check the public records for a particular area by visiting the online or offline archive. 

When you find these listings, contact the person who put them up to get more information about the property. 

You may even find out why it was difficult to sell at first. For instance, it could have been overpriced, poorly listed, or damaged. Use the information you get to develop a better strategy for selling. 

Successfully selling expired listings demonstrates your skills and dedication as a realtor. It could also make satisfied clients refer you to others. 

3. Market through your website

Your real estate website gives you control of your online presence. Your website is a central hub where potential real estate leads can learn about you and your property listings. 

If you don’t have one already, consider using good domain registration to secure a web address that makes it easier for people to find you online. 

It’s best to go for domain names with keywords related to the real estate sector. This is good for your search engine optimization (SEO). 

What can you do?

Use your keywords across the copy in your websites: on your home page, about page, and listing page—add them to headings and titles. 

You can also populate your website with informative blog posts that cater to homebuyers’ needs. 

For instance, provide guides on the home-buying process, neighborhood insights, or tips for selling a property. Here’s an example from the blog page on Kathrina Campins’ website:

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Having a dedicated listing page on your website is a must. This is where you display your available properties with detailed descriptions, high-quality images, videos, and virtual tours if possible. 

Your listing page should have a clear call to action, telling visitors what to do if they’re interested in a property. CTA buttons such as “contact us” or “buy a property” are good action triggers. 

Optimize your website to ensure it loads fast, is user-friendly, and is responsive on different devices—e.g., desktops, mobile, or tablets. 

Working with fast web hosts ensures your prospective clients a good user experience overall. Your content loads quickly, and you enjoy excellent site uptime.

You may want to engage the services of a professional web developer if you don’t have the skills to create your website. 

4. Use QR Codes

QR Codes have become a valuable tool for real estate professionals. They make it easy for prospective clients to engage with you. 

By scanning the QR Code, prospects can immediately discover your website or landing page where they can continue interacting with you. 

What can you do?

You can meet real estate leads on their preferred channel/touchpoint with a QR Code. For instance, use a QR code on your property sign, like Century 21 in the example below:

You can use QR Codes to prompt prospects to sign up for your newsletters, follow your social media page, or reach out about a property listing. 

Additionally, you can collect valuable insights from the scans. You can track data such as each scan’s location, date, and time. This helps you understand your audience better and refine your marketing strategies accordingly.

5. Leverage email marketing campaigns

Email marketing campaigns are effective for turning real estate leads into clients. We already mentioned how these exclusive leads can come through your website’s online ads and landing pages.

Email newsletter tools allow you to set up automated drip campaigns based on specific actions that online leads take on your website or landing page. For example, if a lead fills a form on your page, they can receive an email like this one:

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What can you do?

Use email marketing campaigns to send updates such as new listings, open houses, or valuable advice to your real estate leads. Here’s an example:

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Segment your email list based on your prospects’ interests, such as property type, location, age group, or family size. This enables you to send more relevant newsletters and engage with them meaningfully. 

Personalization is vital, too. Practices like using the recipient’s first name in the emails can help prospects warm up to your campaigns. 

These common email mistakes could lead to your future messages being in the spam folder. Encourage conversions by adding a CTA that tells your subscribers what to do next. 

6. Attend real estate events

Attending real estate events is an excellent way to network with other real estate professionals, potential sellers, and even property buyers. These events allow you to engage with prospects on a personal level. 

Networking event hosts may also allow you to pitch your real estate business. Maximize this opportunity by having your digital business card ready. 

What can you do?

Create and share digital business cards at events, instead of regular, paper-based cards. If you don’t have one already, you can create one in a few minutes! 

You can use solutions like Uniqode to create a digital business card and share your contact information in a swift and contactless way. 

Your digital business card can include more than just your contact information. You may also add links to your website or listings. You cannot do this with a paper card! 

Don’t just show up at the event unprepared. Present yourself with exciting insights about the real market, trends, and tips for buying or selling properties. These topics may help you sustain valuable conversations with potential networks.

Remember that good communication skills are important at networking events. Listen when you’re spoken to and pay attention to nonverbal cues like gestures and body language. This will help you know when someone is genuinely interested in you and if you should go further with the conversation. 

Following up with new contacts by sending a message after the event is also a good idea. 

7. Get referrals from satisfied clients

A staggering 89 percentage of homebuyers are willing to refer their real estate agent to others within their sphere of influence!  

Referrals from satisfied clients who give you positive reviews can increase your credibility and chances of landing new clients. These referrals are like word-of-mouth marketing, making them a cost-effective way of spreading the word about your real estate business. 

What can you do?

Establishing a good rapport with your clients is key to improving your referral opportunities. 

Focus on understanding the client’s needs and providing excellent customer service. After closing a sale, see how well the new property owner is enjoying the home and if there’s any other way you can assist them. 

If they’re new in a particular location, you may even provide some helpful advice for settling. 

Don’t be shy about asking for customer reviews or referrals. However, do this at the right time—when you’re sure the client is happy with their purchase and adequately settled in. 

You can also send emails requesting a referral. 

Make the process of providing referrals easy. For instance, you can provide them with a template, referral form, or link. 

You can also offer incentives like a discount for the people they refer to you or a gift pack to show appreciation. 

If your clients provide referrals, follow up promptly and professionally. Treat these referred leads with the same care and attention as your existing clients.

8. Use predictive analysis

Predictive analysis, enabled by predictive analytics tools, uses past events and market trends data to forecast future outcomes. 

For instance, through predictive analysis, you can predict clients who are more likely to buy or sell a property in the future. This prediction could be based on data such as previous online searches, income, or mortgage eligibility.

What can you do?

For properties, you may compare the property size, number of rooms, and available amenities to previous client demands and purchases. You can tell how well a property listing will perform with the results.

Here’s an example of a predictive analytics graph from Zillow. Based on previous price trends, it shows how home values will increase in 2024:

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Through predictive analysis, real estate professionals like you can determine leads that are more qualified to pursue. 

You can also allocate resources more effectively and prioritize listings. Tools such as AirDNA, Catalyze AI, or Smartzip integrate predictive analytics models that can be helpful to you.

Don’t disregard your human intuition or professional expertise when working with predictive analysis tools—they’re merely a guide for making informed decisions.

9. Build strategic relations 

Building strategic relationships and mutually beneficial partnerships with other professionals in the real estate industry can be helpful with your lead generation effort. 

Partnering with other agents expands your network. By collaborating, you can access potential real estate leads you might not have reached otherwise.

What can you do?

Partnering with agents who focus on other areas can be a practical arrangement if you specialize in a specific neighborhood or niche. You can provide your local expertise to their clients, and they can do the same for yours.

Consider working with mortgage brokers, home inspectors, stagers, and other local businesses. 

For instance, work with home stagers who will help you make the property more appealing to prospective buyers. Or, why not work with mortgage brokers who can help real estate leads get pre-approved loans?

So, there you have it…

Unlike regular products, where repeat purchases can be frequent, the real estate market often relies on new clients, whether property buyers or sellers. 

Due to the high costs involved, it’ll take a while before a previous buyer can purchase another property. Also, not everyone owns multiple properties that can be sold.

That’s why lead generation is essential in real estate marketing.

We’ve looked at some strategic ways to generate leads as a realtor. They include advertising on the internet, targeting expired listings, marketing on your website, using QR Codes and email, real estate events, referrals from satisfied clients, predictive analysis, and strategic relations.

Now, put these tips to good use. You’ll soon find steady leads for your real estate business.

• Author Details

Author Details

Michal Leszczynski

Head of Content , GetResponse

Michal Leszczynski is the Head of Content Marketing and Partnerships at GetResponse. With 10+ years of experience, Michal is a seasoned expert in all things online marketing. He’s a prolific writer, skilled webinar host, and engaging public speaker. Outside of business hours, Michal shares his wealth of knowledge as an Email Marketing lecturer at Kozminski University in Warsaw.

https://www.getresponse.com/

michalleszczynski@getresponse.net