Real estate lead generation: what you need to consider
The property market is a highly competitive niche sensitive to macro- and microeconomic fluctuations. The peculiarities of this sector force its participants to regularly improve their marketing strategy to ensure the inflow of customers and maintain stability. Property lead generation can help build a base of potential clients, such as property buyers or renters.
This strategy involves the use of various marketing tools. It uses the following channels to gather information:
– social media;
– the website of an estate agent, developer or lender of the development;
– email distribution.
The form of obtaining contact data can be diverse, for example, quizzes, questionnaires, surveys, etc. The information is then processed to convert the current leads into real customers.
Real estate lead generation tools
A property marketing strategy can have a variety of digital channels at its disposal. The most common approach is to use a number of them, with regular monitoring of the effectiveness of the approaches in order to improve them. The most common lead generation options are:
1. Google Ads Contextual advertising. Consumers who search for property via search engines are considered ‘hot’. They are interested in buying and have a general idea of what they want. An advertising campaign builds on commercial and branded searches to drive customers to a lender or company website.
2. Social media targeting. Personalised advertising on Facebook, Personalised advertising on Facebook, Instagram and other platforms targets different consumer categories. The target audience is segmented beforehand to make the advertising as personalised as possible.
3. Messengers. The most popular option here is Telegram and its Telegram Ads service. You can also use automated programs to place ads. Another option is seeding the channels by buying advertising.
4. SMS advertising via mobile operators’ bases is based on various parameters, including location, socio-demographic characteristics and others.
5. Advertising through maps. This approach allows you to increase traffic to your site and stand out from competitors. For Google Maps to display information about a business or property, you must correctly complete a profile in the Google Business service.
6. SEO promotion. Search engine optimisation remains one of the most effective lead-generation tools. It is also cheaper than PPC advertising services. SEO helps to attract users to the site who are already searching. It is easier to interest such an audience in further cooperation and guide them through the sales funnel.
Each lead generation tool has its own unique characteristics. And they will only work if you clearly understand your target audience. Different categories of customers require different strategies depending on their needs, ability to pay and other parameters.