Real estate leads can be difficult to find.
It’s even more difficult when the market is volatile.
But you can’t be easily discouraged as a real estate agent. You’ll need to create a comprehensive toolkit of lead generation strategies and investigate various methods of nurturing real estate leads.
Using existing relationships, growing a social media following, or even cold calling are all lead-generation strategies that can help you build your first book of business.
How does a new agent get real estate leads?
As a new agent, it’s difficult to generate leads. You might not know anyone in the real estate industry. And your broker is unlikely to be of assistance.
So, where does a new real estate agent begin?
Most agents begin by approaching family, friends, coworkers, and even former employers. They use their networks to generate leads and referrals.
Most people will invest in real estate at some point in their lives. The majority of them want to invest in real estate through a friend or family member.
A real estate agent will then begin to participate in events and network outside of their social circle (and, frequently, comfort zone). Eventually, an agent may discover that they don’t need to do much lead generation at all. Instead, because of their reputation, they will begin passively generating leads.
It can feel impossible as a new agent. You can chase a hundred real estate leads and make no sales. While generating real estate leads takes time, it becomes much easier with practise and experience.
- Reach out to your existing network
To generate leads, use your existing contacts. Make contact with friends, family, and former coworkers. Tell them you’re an agent and ask if they want to buy or sell a house. Even if they aren’t interested now, they might be later.
Real estate is a long-term investment. Your current network may not be purchasing or selling a home right now, but who knows what will happen in a year or two.
Give your business cards to your closest friends and family members so they can reach out to other contacts and potentially pass them on as referrals. The most effective lead generation begins at home.
- Build out Facebook Business and Google Business pages
When someone searches for your company, they will first come across your Google Business and Facebook Business pages. Use these pages to regularly post content and show potential clients what you’re all about. Keep them up to date, and encourage your customers to leave positive feedback.
You can upload photos of your office, showcase listings, and inform people about new developments in the area on your business pages. Spend some money on Facebook or Google ads to increase your lead generation.
- Create and curate social media accounts
Social media is an excellent tool for developing relationships and increasing brand awareness. It’s also a great place to directly connect with real estate leads. Today, a large portion of lead generation is done entirely online.
Make accounts on all of the major sites and create content that will engage your target audience. Post content on a regular basis and communicate with people directly. Real estate is, first and foremost, a people business.
- Attend local events
Get out of the office and attend real estate-related events in your area. This is an excellent way to meet potential clients, obtain their contact information, and then follow up.
You may believe that the market in your area is already saturated or that you are competing for attention with other real estate agents. However, everyone has a niche, and it is more likely that you will be able to generate referrals.
- Ask your clients for referrals.
Even if you’re a new agent, you probably have a few clients. Request referrals from previous clients and offer a reward if the referral becomes a paying customer.
Give current customers discounts or rewards for spreading the word about your services. When working with customers, pay attention to what they say and whether they may be hinting at someone who could benefit from your services.
- Advertise in local publications
To promote your services, place an ad in a local magazine or newspaper. If you have the budget, you could also consider running a radio or television commercial. Many people who are thinking about buying a home or are actively looking may not think to consult with a real estate agent first. Instead, when they see your ad, their interest will be piqued.
Physical advertisements are among the more expensive types of lead generation. They do, however, generate more motivated real estate leads because they must make an effort to call you rather than simply sending you an email.
- Create an email newsletter
To promote your services, place an ad in a local magazine or newspaper. If you have the budget, you could also consider running a radio or television commercial. Many people who are thinking about buying a home or are actively looking may not think to consult with a real estate agent first. Instead, when they see your ad, their interest will be piqued.
Physical advertisements are among the more expensive types of lead generation. They do, however, generate more motivated real estate leads because they must make an effort to call you rather than simply sending you an email.
- Partner with other professionals
Contact professionals such as attorneys, accountants, or financial advisors who may have clients interested in purchasing real estate. Ask them to refer their clients to you and offer a referral fee if they do, but check your state’s referral guidelines first.
The truth is that many people, such as estate attorneys, frequently work with real estate (to say nothing of real estate attorneys). They are already assisting people in managing their properties, so they can generate real estate leads for you. Within the real estate sector, estate sales specialists collaborate frequently.
- Talk to builders
Developing a relationship with a builder is an excellent way to bring in consistent leads. You can offer to take on any of their overflow clients or negotiate a referral fee for each lead.
Many builders prefer to work with a select group of agents for their real estate leads. They want someone to be available to them and their potential customers. You won’t make as much money as you would otherwise, but it’s a good way to get your foot in the door.
- Use online advertising
Google Ads and other online advertising platforms can help you reach out to potential customers. You can bid on real estate-related keywords or use geo-targeting to reach people in specific areas.
Because of privacy concerns and targeting limitations, online advertising is being used less frequently to generate real estate leads. However, it remains very effective for those who aren’t yet generating leads organically.
- Host seminars
Educate potential leads by hosting seminars or workshops on real estate-related topics. This is also a great opportunity to network with people in your area, so make time for a meet and greet. Even if you are a new agent, you can still hold seminars on topics such as home staging.
Real estate seminars are frequently held at local universities, community centers, and even home improvement stores. Keep an eye out for upcoming conventions and similar opportunities.
- Join the Chamber of Commerce
Join your local Chamber of Commerce and take advantage of the networking opportunities it provides. On their website, you can also sponsor events.
Speak with your Chamber of Commerce to see if there is a coalition of business owners you can join.
- Make cold calls
You’ll need to purchase call lists, so look for a reputable and reasonably priced service. all people in your area who may be interested in buying or selling a home. Prepare information about your services and why they should hire you.
It is worth noting that this lead generation strategy is becoming more difficult to implement; many people have grown accustomed to real estate professionals calling them to purchase their homes.
You should probably try a different strategy to generate quality leads. But it never hurts to make a few phone calls.
- Reach out to FSBOs
FSBOs can be found on Craigslist and Facebook Marketplace. Contact them to find out where they are in the home-selling process. You can then offer your assistance if they require it. Pay close attention to listings that have been up for a while, but keep in mind that they may not be selling for a reason.
Another way to find FSBOs is to drive around the area where you want to sell. In the yard, there will be “for sale by owner” signs. Consider speaking with them about the real estate market and offering to assist them.
- Knock on doors (or leave flyers)
Take the time to introduce yourself as an agent by going door-to-door in the neighborhoods you want to target. This is an excellent way to meet people who are interested in buying real estate. However, avoid bothering people when they are otherwise occupied, such as during dinner. You’re going to be interrupting people, so bring a gift.
Leave a flyer instead of knocking if you don’t want to knock. You can highlight a current real estate listing or some of the homes you’ve previously sold on your flyer.
- Sponsor a local event
Host or sponsor a local real estate event, and make sure your contact information is easily accessible. Attendees at the event may be interested in collaborating with you in the future. Even if you don’t, it’s a great way to meet new people in your area.
When deciding which events to sponsor, consider who you want to connect with. You want high-quality leads in your area who are interested in the housing stock you have to offer.
- Direct mail
Don’t feel like going out? You are not required to. To reach potential leads in your area, create targeted direct mail campaigns. Include a call to action and make your contact information easily accessible. Consider carefully where you will send the mail. A high-rent area, for example, is a better candidate for targeting buyers rather than sellers.
There are numerous types of mailers available for generating real estate leads. You can send them current listings, previous listings, or even an estimate on their home. For inspiration, look at templates used by other real estate professionals.
- Host open houses
Open your home to other real estate agents. Concentrate on the neighborhoods you want to target and invite people from the area to attend. You’ll be introduced to people looking to buy a home while also assisting in the sale of a colleague’s listing.
Working more closely with your colleagues during their lead-generation process can often help you build your own. You’ll improve your ability to identify quality leads and develop a stronger connection with the communities you serve.
- Offer incentives
People who refer others to you or come in for a consultation should be rewarded. This could range from service discounts to gift cards.
Inquire with your brokerage or a local NAR resource about what referral gifts are permitted and recommended in your area.
- Invest in marketing technology
Use marketing platforms to consolidate your advertising. A customer relationship management suite, for example, can assist you in automating your social media and email marketing to make it faster and more efficient. CRMs can also score leads for you, identifying those who are most likely to commit.
In the real estate industry, you must manage a large number of contacts. It is not easy to generate real estate leads. Technology helps you remember details about your buyer and seller leads and ensure you don’t overlook anything important.
- Buy real estate leads
Not just contact information. You can purchase leads directly from services such as Zillow. The service will provide you with contact information for these leads who are already interested in real estate. All you have to do is contact them and follow up. You can sometimes pay a flat fee for leads. Other times, you’ll be required to pay a referral fee.
Which service is superior is constantly changing. Most will not provide exclusive leads, though some will allow you to purchase exclusivity within a specific zip code. Many real estate agents nowadays use multiple lead generation services.
- Network at broader industry events
Attend industry events such as trade shows or conferences. This is an excellent way to get your name out there and meet new people who can lead to potential leads.
Prepare to make a good first impression. A national event, for example, may generate local referrals from out-of-town real estate agents.
- Join a real estate team
Joining a real estate team can help you learn the business and generate leads quickly. Working with experienced agents will provide you with access to their contacts and knowledge, both of which are necessary for success in the real estate industry.
- Connect with local businesses
Contact local businesses with employees who are looking to buy or sell a home. Offer your services and inform the company that they can refer their employees to you.
The more local businesses you connect with, the more opportunities to build your reputation you will have.
- Join networking groups
Join local networking groups in your area and attend real estate-related events. This can be an excellent way to meet new people and make connections that may lead to new clients. Networking groups are frequently filled with people new to the industry; these can become career-long contacts.
- Talk to expired listings
Make contact with expired listings and offer your services. Because they were unable to sell their home previously, these people may be willing to work with you. Lists of expired properties are available for purchase. As a tool, your real estate CRM may frequently include a list of expired properties. Keep in mind that an expired listing may still be represented; there is a cooling-off period.
- Donate to charities
Donate to local charities and include your contact information with your contribution. Those who receive the donations may be interested in collaborating with you on real estate needs. Live auctions are a great way to get your name out there because the items frequently state who donated them.
- Join Meetup groups
Join real estate-related Meetup groups in your area and participate in the discussions. This is a great way to connect with potential leads and build relationships that may lead to more business. Because meetup groups are primarily recreational in nature, you can unwind and network without being “on.”
- Create a blog
Consider McMansionHell. There are numerous well-known real estate blogs. Create a blog site with real estate-related content and share it on social media. This will help you build your brand and demonstrate your industry expertise, which may result in more leads for you.
- Purchase a marketing service
Consider investing in a marketing consulting firm. These services will assist you in identifying potential leads as well as providing advice on branding and strategy. This is especially important when starting out because you still need to establish a foundation for your branding.
These are just a few suggestions to get you started in generating real estate leads for new agents. You can build a client base and become successful in the industry with some creativity and hard work.