Lead generation is essential to every real estate broker but vital for those new to the industry. After all, new brokers don’t have a client base to depend on for referrals and repeat business. Here’s some advice for Washington brokers on how to get real estate leads. We’ll discuss digital strategies, such as social media and email marketing techniques, as well as “boots-on-the-ground” techniques for meeting people in your community.
Key Takeaways
- Strategies like social media marketing, email campaigns, and pay-per-click advertising are crucial for generating highly targeted leads. Platforms like Facebook, Instagram, TikTok, and LinkedIn help agents reach broader audiences effectively.
- Understanding the real estate sales funnel is vital for nurturing leads at every stage, from awareness to closing, and maintaining consistent business growth.
- A well-designed real estate website, high-converting landing pages, and optimized local SEO are essential for improving visibility and attracting leads.
- Meeting people through community events, partnering with local businesses, and requesting client referrals complement online strategies to expand your reach.
- Tracking campaign results, analyzing data, and attending educational seminars can help refine lead-generation tactics and adapt to changing market trends.
Why Real Estate Lead Generation is Crucial for Success
Lead generation is a critical task for real estate brokers. When you envisioned your life working in the industry, you may not have seen yourself knocking on doors or spending hours in front of the computer creating effective email campaigns. Still, these are effective and critical strategies for generating leads.
Understanding the real estate sales funnel
If you’ve never worked in a sales role, the concept of a sales funnel might be unfamiliar. In simple terms, a sales funnel is a visual representation of the customer journey, starting from the moment someone becomes aware of your services to the point when they close a deal. It’s called a “funnel” because the number of prospects decreases at each stage, narrowing down to your most qualified leads and, ultimately, successful transactions.
The Stages of the Real Estate Sales Funnel
Awareness: The widest part of the sales funnel is the awareness stage, where potential clients learn about your services through advertising, social media, networking events, or word-of-mouth referrals.
Interest: At this stage, prospects express interest in what you offer. They might engage with your content, attend an open house, or sign up for your newsletter.
Consideration: Here, leads evaluate your expertise, compare you to other agents, or conduct further research.
Decision: In this critical stage, the lead chooses to work with you, whether it’s to list their property or start their home-buying journey.
Closing: If you close a sale, you’ve successfully turned a lead into a client. Celebrations are in order!
Retention/Advocacy: Post-sale, you nurture client relationships to encourage repeat business and referrals.
The real estate sales funnel is dynamic—prospects constantly enter, progress through, and exit. To maintain a steady stream of closings, you need a consistent flow of new leads entering the funnel. Without this flow, your business can stall, leaving gaps in income and opportunities.
By understanding the sales funnel, you can identify weak points, refine your strategy, and work to nurture leads at every stage to ensure long-term growth and success in your real estate career.
Here are ten strategies to get leads for your real estate business in Washington.
Strategy 1: Utilize Social Media Marketing
According to the National Association of REALTORS® Technology Survey, 52% of quality leads came from social media. So, if you haven’t already, it’s time to clean up your social media presence. Spread the news of your new real estate business with your relatives, friends, and neighbors to let them know you are available for all their real estate buying and selling needs.
Many agents create business social media accounts and invite their current contacts to follow their new page. Here’s how real estate brokers typically utilize Facebook, Instagram, TikTok, and LinkedIn.
Facebook: Building relationships and community engagement
Facebook is ideal for creating a strong local presence and engaging with your community. Here are four ways you can use Facebook to get real estate leads.
- Showcase your expertise, share listings, post client testimonials, and provide valuable content like market updates and home-buying tips on your business Facebook page.
- Participate in community groups where homeowners and buyers are active. Offer advice, answer questions, and establish yourself as a go-to real estate expert.
- Use Facebook ads to target specific demographics based on location, age, income, and home-buying intent to attract potential leads.
- Host virtual open houses, live Q&A sessions, or market updates to engage your audience and generate interest.
Instagram: Showcasing graphic appeal
Instagram is a visually driven platform perfect for highlighting properties and showcasing your brand. Here are four ways you can use Insta to get real estate leads.
- Post high-quality photos and videos of your listings, including behind-the-scenes looks and neighborhood highlights.
- Use short-form video content to engage your audience with tips for buyers or quick market insights.
- Use hashtags like #DreamHome or #YourCityRealEstate to reach a broader audience and interact with local influencers to expand your reach.
- Use Instagram Ads to target local buyers or renters interested in specific types of properties.
TikTok: Capturing attention with short-form video
TikTok’s short, engaging videos offer a unique way to connect with a younger, tech-savvy audience and showcase your real estate expertise. You don’t have to choreograph a dance to use TikTok in real estate marketing. Here are some ways to get leads using this social media platform.
- Share quick home tours, highlight neighborhood features, or post real estate tips in a fun and engaging way.
- Jump on trends to make your content relatable and increase its visibility.
- TikTok thrives on authenticity, so let your personality shine while sharing your knowledge or experiences as a real estate broker.
- Post videos answering common real estate questions, explaining market trends, or debunking myths about buying and selling homes.
LinkedIn: Networking with professionals and building credibility
LinkedIn is a professional platform for connecting with industry professionals, referral partners, and high-value clients. Here are ways to use LinkedIn to gain real estate leads.
- Highlight your expertise, achievements, and areas of specialization. Use a professional photo and include links to your website or listings.
- Share blogs, market reports, or success stories that position you as a knowledgeable real estate professional.
- Participate in LinkedIn groups related to real estate, housing markets, or local business communities to expand your network.
- Build relationships with mortgage brokers, contractors, and local businesses who can refer clients to you.
- Target professionals relocating to your area or companies expanding their workforce to generate niche leads.
The key to success on Facebook, Instagram, TikTok, and LinkedIn is consistency and authenticity. Tailor your content to each platform’s strengths, engage actively with your audience, and focus on providing value. By leveraging these platforms effectively, you can build your online presence, strengthen relationships, and keep your real estate pipeline full.
Strategy 2: Optimize Your Real Estate Website
Your brokerage will likely provide support in setting up your real estate website. However, a basic understanding of website optimization can help you maximize its potential.
SEO basics for real estate websites
To generate leads, buyers and sellers need to be able to find your website. Search engine optimization (SEO) ensures your website appears in relevant search results when potential clients seek real estate services. Local SEO is crucial for real estate websites, as most people search for agents or homes in specific areas. If this sounds overwhelming, don’t worry—SEO is complex and often managed by professionals.
To boost your local search visibility, incorporate the name of your city or neighborhood in your headings, content, and URLs. Additionally, optimizing your website for mobile devices is critical, as many users browse real estate listings on their smartphones. A mobile-friendly site ensures a seamless experience for visitors and can improve your search engine rankings.
Creating a high-converting landing page
A high-converting landing page is designed to turn visitors into leads. Essential elements include a clear, compelling headline, an attention-grabbing image or video, and concise, value-driven copy. Your goal is to quickly communicate what you offer and why visitors should choose you as their Washington real estate broker.
One of the most effective tools for capturing leads is a lead magnet—something of value you offer in exchange for a visitor’s contact information. Examples include free home valuations, detailed market reports, or a downloadable home buying or selling guide. Ensure that a prominent call-to-action (CTA) button is included to encourage visitors to complete a form. This way, they receive helpful resources, and you gain a valuable lead.
Importance of Blogging
Blogging is an excellent strategy for building credibility and driving organic traffic to your real estate website. By addressing common client questions—like “How to prepare your home for sale” or “What to expect during a home inspection”—you can offer valuable insights that keep visitors engaged while establishing yourself as a trusted expert.
Blog topics should be relevant, timely, and optimized with keywords your target audience will likely search for. Consistency is key; search engines prioritize websites that regularly update their content. Each blog post adds another page for search engines to index, improving your chances of attracting new visitors.
Strategy 3: Leverage Email Marketing
Email can be used to nurture leads through the sales funnel, so you need to figure out strategies for building an email list – and getting people to respond to your messages.
Building an email list
Here’s a quick list of effective strategies for getting email addresses of potential real estate clients.
- Offer users a free home valuation tool in exchange for their contact info.
- Provide a valuable, downloadable guide in exchange for filling out a contact form.
- Host a webinar and require registration with an email address.
- Ask open house attendees to provide their email addresses.
- Run a contest with a free giveaway on social media.
- Partner with a local business to offer a discount or freebie in exchange for signing up for your email list.
- Collect emails by hosting or participating in community events and offering raffles or prizes for attendees who sign up.
Creating effective email campaigns
To craft emails that convert, focus on personalization, clear messaging, and a call to action (CTA). Segment your audience to send tailored content, such as market updates or property recommendations, based on client preferences. To boost open rates, use engaging subject lines like “Your Dream Home Awaits in Tacoma” or “5 Mistakes to Avoid When Selling Your Home.” Of course, ensure your email content delivers value with relevant insights or offers.
Nurturing leads through email automation
Email automation allows you to set up drip campaigns that keep you top-of-mind with leads over time. Use pre-scheduled emails to provide valuable information at different stages, such as initial introductions, market insights, and timely reminders about upcoming listings or events. This automated approach ensures consistent communication without overwhelming your leads.
Strategy 4: Network within the Community
Not all your lead generation will occur while sitting in front of a computer screen. Get out in the community and meet people – in person!
Attending local events
You don’t have to be an extrovert to do well in real estate – but it helps. Brokers who genuinely like meeting and being around people organically grow their contact lists by talking to people in line at the market or meeting neighbors while walking their dogs. Here are some other places you can enjoy face-to-face networking.
- Fairs and festivals
- Charity events
- Networking groups
- Libraries
- Coffee shops
- Gyms or fitness classes
- School groups
- Religious groups
- Sports events
- Farmers markets
- Country clubs
Partnering with local businesses
Get to know other business owners in your area (both those related to the industry and those outside the industry). Forming partnerships with local businesses can benefit both parties and expand your reach.
For example, consider collaborating with home staging companies, contractors, or moving services to cross-promote each other’s services. Offering discounts or shared advertising with these partners can increase visibility and attract more leads from each other’s customer base.
Strategy 5: Invest in Pay-Per-Click Advertising
Search engine marketing (SEM) is a powerful digital marketing strategy that can drive more traffic to your real estate website and help you generate leads quickly. Pay-per-click (PPC) advertising is a cornerstone of SEM, offering targeted visibility for your services. In fact, 19% of NAR members said digital ad campaigns brought in the best leads.
PPC allows you to place ads on search engines like Google or Bing, displaying your website at the top of search results when users search for relevant keywords. You only pay when someone clicks on your ad, making it a cost-effective way to attract highly targeted traffic.
PPC is particularly effective for real estate brokers because it allows you to target specific locations, demographics, and even home-buying or selling intent. PPC ensures your message reaches the right audience at the right time.
Here are some tips for utilizing PPC ads for your real estate business in Washington.
Choose keywords: Use tools like Google Keyword Planner to find relevant keywords with high search volume and low competition. Focus on local terms like “homes for sale in [your city]” or “real estate agents near me.”
Set your budget: Determine a daily or monthly budget based on your marketing goals and resources. Start small and adjust as you see results.
Target your audience: Use location targeting to reach users in specific areas, and consider adding filters for demographics and interests.
Measure key metrics: To evaluate the effectiveness of your ads, pay attention to metrics like click-through rate (CTR), cost-per-click (CPC), and conversion rate.
Use conversion tracking: Set up Google Ads conversion tracking to measure actions like form submissions, phone calls, or downloads that result from your ads.
Adjust your strategy: Analyze which keywords, ads, and targeting settings perform best. Pause underperforming ads and reallocate your budget to high-performing ones.
Complete A/B test ads: Experiment with different headlines, images, and CTAs to identify what resonates most with your audience.
Strategy 6: Ask for Referrals from Satisfied Clients
Positive referrals and reviews are the best ways to generate leads. Word-of-mouth marketing can’t be beat, but how do you get positive referrals and reviews? It starts by providing excellent service.
How to request referrals
Asking for referrals should be done in a polite and timely manner, ideally after closing a deal or receiving positive feedback from a client. You can use scripts like, “If you know anyone looking to buy or sell in the area, I’d love for you to pass along my information.” A personalized thank-you message post-transaction can also be an excellent opportunity to request referrals.
Providing incentives for referrals or reviews
Consider offering incentives, such as gift cards, discounts on future services, or donations to a charity in your client’s name to encourage more referrals or reviews. Referral programs can be highly motivating when clients feel they’re being rewarded for helping you grow your business.
Strategy 7: Create Virtual Tours and Online Open Houses
Of course, virtual tours and online open houses go a long way to selling homes, but they also can help you get leads from out-of-town buyers. Even if the property you’re selling doesn’t suit the client, you can obtain contact information and find a home that fulfills all their criteria.
Strategy 8: Utilize Real Estate Portals and Directories
Having a presence on popular real estate platforms like Zillow, Realtor.com, and Trulia is crucial for maximizing your visibility and generating leads. These sites attract millions of potential buyers and sellers, making them invaluable tools for reaching a broader audience.
Focus on high-quality photos, compelling descriptions, and essential property details to make your listings shine. Invest in professional photography to showcase the home’s best features and emphasize unique elements that set it apart from others on the market. A thoughtfully written description can help potential buyers envision themselves living in the property, increasing their interest and engagement.
Strategy 9: Use Data to Refine Your Lead Generation Tactics
You have limited time and resources, so it’s critical that you understand what lead-generation tools are most effective. If your door-to-door strategy has been fruitless, then maybe it’s better to spend your Tuesday evening offering insights on neighborhood Facebook groups instead. Are your PPC ads not working? Then, perhaps you aren’t targeting the right demographics.
Remember to adjust your strategies if you decide to specialize in a niche, such as investment real estate or vacation homes.
Strategy 10: Attend Real Estate Seminars and Webinars
Aligning yourself with a top-notch real estate education provider can help you learn new lead-generation strategies and grow your business. Rockwell Institute has proudly served Washington’s real estate community for more than 50 years, and we are dedicated to providing the best qualifying and continuing education in the market. Rockwell’s instructors are industry veterans and are accessible by phone, email, or social for support. Connect with a Rockwell career counselor today to learn more about growing your real estate business.
