Ways to Generate More Leads for the Modern Brokerage
Long gone are the days when cold calling was the only form of lead generation. Not only do you have to work around do-not-call lists and spam risk notices more and more, but there are simpler ways to get results. In fact, a Fannie Mae statistic points out that 66 percent of homebuyers would prefer to handle their mortgages entirely online. If that number tells us one thing, it’s that brokers must tap into the potential waiting online.
The question that remains is how to generate quality leads online. Do more with less, as we say at Zipi, and utilize these six ways for brokers to generate more leads. Hang up the phone, and get with the times — it’s 2021, after all.
1. Best CRM to use? The one you use most consistently.
If you don’t develop and strengthen relationships with leads, it doesn’t matter how many you acquire — let’s start there! Don’t leave this job of managing leads to a spreadsheet when there is great CRM (customer relationship management) software out there. Many of them also include features like communication templates, referral management and can even dissect the best time to contact leads and more. Put your leads into workflows, which build and automate your process of relationship management. It’s an easy step to avoid missed phone calls or email campaigns.
But nevertheless, the main problem with finding the right CRM is the vast number of systems available. Instead of sifting through dozens of systems and features, we’ll let you in on a secret: the best CRM is the one that you use most consistently. Look for features including usability and powerful work management capabilities for easy collaboration.
One more benefit of using a CRM consistently is the ability to integrate with other tech. For example, Zipi has an open API allowing for CRMs to integrate with our back office and accounting software.
2. Make referrals & reviews a lead gen tactic
Today’s brokerages have to be more concerned about reputation management than ever before. Instead of just word-of-mouth, today’s brokerages can be blasted all over the Internet from social media to Google and sites like Yelp. Actively manage your online reputation by requesting testimonials; send emails with direct links to review sites such as Yelp and Facebook and respond appropriately to negative reviews. Potential leads will look up your brokerage and agents online, and having a positive reputation will drive leads right in with minimal work on your part. Again, do more with less.
On the same note, your brokerage might consider a referral program. For each referral that is sent to you, offer a reward as a way of saying thanks and incentivizing more referrals. It doesn't have to be huge, think gift cards or even a small discount for future services.
3. Email marketing is the modernized cold call
People may not answer their phones, but they do go through emails. Email marketing has an exceptionally high ROI (return on investment), even as high as 122%. Sending emails is an easy way to contact hundreds if not thousands of people with the click of one “send” button. You’re able to segment lists, track clicks and easily target people specific to local areas.
Plus, you already know that you’re reaching quality leads since they actively signed up for your email list or newsletter. To generate more of these quality leads, make sure that you start with consistent and quality email communications. This could be your recent blog posts, new listings or even property value trends. Next, consider how eye-catching your subscription form is on your website. A footer form and pop-up box are great ways to entice visitors to subscribe — just make sure the content reflects an added value.
4. Utilize social media to generate leads online
Social media is great for a few things in lead generation. One, it’s free to sign up and manage an account (we all love cost-effective tactics). And two, it’s a great opportunity to share images and videos. Here are a couple strategies for how to generate leads online using social media:
- Share images and virtual tours of current or closed listings. Everyone loves to tour homes online, making it a great spot to invite potential leads.
- Join local groups to engage with potential leads in your area.
- Client testimonials.
5. Facebook Messenger Ads simplify lead generation
We already covered social media as a solution for how to generate more leads online, but if you do have an advertising budget, we suggest you allocate some of the goods to Facebook. The site reports that 1.3 billion people use Facebook Messenger each month making Facebook Messenger Ads a hotspot for leads. Ads that click to Messenger are ads that send people into a Messenger conversation with your brokerage’s Facebook profile. This cuts out the steps of a traditional contact form because all it takes is a click of an ad to start a live conversation. The lead gets to be the one to start the conversation, making them immediately of a high caliber. In addition, the lead doesn’t have to offer up any personal information, streamlining your lead generation efforts.
6. Build up your website content
Don’t overlook your website as probably the simplest way to generate more leads online. First of all, easily accessible contact forms and simple landing pages are key to capture a lead on your website, so be sure that forms are streamlined for visitors to fill out. However, your website’s blog is a great opportunity to create relevant content. When mapping content out, make sure that some of it appeals to potential leads, including commonly asked questions, local market updates and more. In addition to being relevant, the next step is to create something so good, it prompts a reader to provide contact information. Here are a few ideas:
- Downloadable resources such as home buyer checklists or trends
- Market updates in your area
Zipi is a cloud-based, back office and accounting platform designed for real estate brokerages to streamline processes and cut costs. Request a demo to get in contact with one of our expert team members and see how our open API allows for integration with CRMSs and lead gen software.