We've talked before about converting leads into sales, but what if you could set yourself up for success from the very start of the process? With so many different tools, platforms and technology available, it can be challenging to know how to maximise your lead generation efforts. Mising leads means you are missing opporunities to convert to sales and grow your business.
The good news is that there are some simple ways you can optimise your lead generation strategy to ensure you capture every lead.
Test that your website and other digital assets are findable through search engines such as Google. Google Analytics is one of the most powerful tools available for measuring website performance and tracking conversions. It also gives you valuable information about who visits your site and how they got there. This will help people find you easily when they seach for real estate agents in their area or looking for specific types of properties. You'll also want to ensure that all information about your business is up-to-date and accurate, reflecting your current branding and the people in your team.
Also, don't forget to check that your website is mobile-friendly. Google prioritises mobile-friendly websites in search engine rankings, meaning if your website doesn't perform well on a mobile device, you'll be penalised in rankings, giving your competitors the edge.
Once you have optimised your website and had a crash course on using Google Analytics, you can use this information to improve the experience for visitors and increase conversion rate by creating landing pages tailored to different visitor segments or campaigns. Landing pages should be designed based on the needs of your target audience. It should also include a call-to-action button that prompts visitors to take action.
Online forms make it easy for people to submit their contact information. Automate your follow-up process, so you don't have to manually send emails out to each new lead every time they fill out a form on your website or give you their contact information. Make sure leads can opt-in to hear more, so you can stay in touch with potential clients and referrers who come to your site but aren't ready to move forward right away. This helps them remember who you are when they are ready to buy or sell their home, as well as allows you to follow up with them with other helpful content that might assist their search.
Social media is an integral part of any successful lead generation strategy because it allows you to interact with potential buyers directly and at any time. But don't spam users with multiple posts per day. Keep your posts relevant, interesting and engaging instead of bombarding them with daily sales pitches.
Don't sell yourself short by using outdated technology; use the lead capture forms that allow agents to capture data directly into your CRM or property management system in real time. Additionally, it's important to ensure that your CRM contains all the features you need and is up-to-date.
For those people who aren't big on digital, traditional channels like television ads, radio ads, newspapers and brochure ads are still a great way to connect with your audience as they go about their day. Consider your target audience and understand the local market in order to stay on top of mind when a lead begins their search online. For further helpful marketing tips, read our blog here.
Plan for what happens at each step of the lead conversion process. When someone fills out a lead form or responds to an ad, they may not be ready to buy right away. Make sure you have a plan for capturing their contact information to reach out when they are ready. A lead scoring system prioritises leads based on which ones are closest to making an actual purchase, and helps you to build the sales funnel.
Leads are the lifeblood of your business, and it's important to generate leads and make the most of those leads you collect. Make sure you are capturing them at the start of the process and following up with every single one. You might think this is obvious, but it can be easy to make assumptions about which leads will be best or easiest to work with and prioritise your time accordingly. However, even if you think a lead won't turn into anything, it's still worth spending time on them because they may surprise you!
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