Real Estate Lead Generation: How to Build a Pipeline Using Social Media

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Real Estate Lead Generation How to Build a
Pipeline Using Social Media
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The Digital revolution has brought massive
changes in businesses operations around the
world. Real estate was no exception too. Just
like people search for information online, the
digital revolution has brought changes in the way
properties are bought and sold. Now people
around the world reach out to the internet to
sell or buy a property. They begin their property
search on social media platforms. This shows
that real estate agents have a great opportunity
to generate property leads through social
media. Looking at the evolving and highly
competitive real estate market, staying digitally
active on social media has become the need of
the hour. A digital mindset is critical to
staying on the top. It would help in connecting
with the potential buyers and vendors, hold their
attention until the sale becomes feasible.
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Analytics Behind Real Estate Lead Generation
Before we jump onto the real estate lead
generation strategies, let us first look into
the conversion metrics that would help in
tracking the progress. Here are the ways by
which real estate agents can calculate the ROI
for organic lead generation. Impression Rate It
shows the number of times any given post or
google ads are seen. CPM (Cost Per-Thousand
Impressions) CPM is used specifically for
awareness campaigns. It is calculated by
dividing cost by total impressions/1000. CPC
(Cost Per Click) This is primarily used for
lead-based campaigns driving to a landing page.
CPC is calculated by dividing campaign cost by
clicks received. CTR (Click-Through-Rate) This
percentage is calculated by dividing clicks
received by total impressions. CPL (Cost Per
Lead) The average cost to acquire a lead is
calculated by dividing marketing spend by total
leads.
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CAC (Customer Acquisition Cost)
The average cost to acquire a customer is
calculated by dividing marketing spend by
customers acquired. Bu using the above tactics,
you can track the metrics of your real estate
lead generation campaigns. These will give you a
close ratio. You may even get two different
close ratios one will help you identify the
number of leads converted into the customers. The
other one will help you indicate the frequency
at which you close a sale. This is the best way
to see who is interested in your real estate
brand. Following the metrics, you can stick to
the leads that show interest, therefore nurture
them with emails, offers, advice, and
newsletters.
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Effective Tactics to Generate Real Estate
Leads As per the Digital 2021 global report, 98
of Australian internet users reach out to social
media to get real estate information. This shows
that the real estate audience is already there.
It is just that many real estate agents fail to
leverage the true potential of social media
platforms because they are unaware of smart
social media strategies. To help real estate
agents combat such challenges and build pipeline
of leads, we have provided the following tactics.
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Target the Right Niche
Cold calling was the most prevalent method to
generate business opportunities. But over time,
its ineffectiveness has led to the birth of many
effective strategies. One such strategy is lead
generation rooted in the idea of social selling.
It works because it promotes authenticity and
brings in transparency. Through the use of
effective real estate marketing strategies, you
target only the ideal prospects. For that, one
has to understand the target group, establish a
purposeful marketing approach and delight
them. Start this by identifying the demographics
and creating content tailored to engaging the
targeted group of people. While creating content,
keep the following elements in mind, like,
marital status, location, job title, income,
interests, hobbies, and age. Do this by directing
your potential clients to your website. This you
can do by following the lead generation process.
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Add Value Through Content
Curating content that adds value to the
customers interest, and knowledge is a
necessity. It forms one of the crucial
ingredients in generating real estate leads. Once
you pitch a customer, they would only be
interested in knowing why and how should they
rely on you. By creating effective, informative,
and engaging content, you get a chance to build
trust. The content creation allows you to
interact personally through emails, blogs,
newsletters, and offers.
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Create Videos to Bring Transparency
Video is the best way to give customers an
insight into your real estate business. While
texts can be effective, videos have the potential
to create an everlasting impact. It is effective
especially for the real estate industry as more
than 80 of people are likely to see the property
online before making a purchase. Through
professional pictures and well- captured videos,
you can always create a fantastic impact on your
brand engagement levels. In fact, it is seen
that all those realtors who used video marketing
were able to earn high ROI. There are several
ways by which you can attract customers through
videos but to build trust, it is always good to
start with video testimonials. Build social proof
by showing happy customers and build confidence
in them.
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Develop A Clear Conversion Path on social media
Now that you have successfully invited your
potential customers to your website, or social
media page. The next step is to offer them
something valuable that they end up turning into
current customers. Give them a guide on tips to
sell a home fast, eBook, a free pass to online
webinar or anything that may interest them. The
world works this way First offer something and
then ask a favour. This holds true for
generating real estate leads too. Most
importantly, youll need to frequently update
and optimize your landing page to get the best
results. A/B testing can help determine which
words, phrases, and even colors are more likely
to convert your prospects into leads.
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Care and Nurture Perhaps the real estate agents
need this more often. Unless lucky, it may take
between 5 and 12 exposure points to convince a
customer to do business with you. Through social
media, you can constantly follow up with your
customers and develop long-lasting customer
relations. There is no pre-set path to generating
real estate leads. All that you need is, to
understand the needs of your clients and the
power of digital marketing for real estate. To
know more about generating real estate leads,
head to our next blog. It will take you through
the entire process of generating property leads
through google ads. If you are a real estate
agent and are looking for ways to get more leads,
contact the best real estate digital marketing
services provider company, The Big Unit, in
Australia.
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