The world of real estate is constantly in flux, yet one thing remains true: Lead generation is one of the most important requirements for maintaining a successful real estate business. Particularly in the 2023 economy, with interest rates on mortgage rates stubbornly perched around 7.5% and dwindling inventory in most states, today’s brokers must get creative to keep a fresh pipeline of homebuyers coming through the door.
This article is your compass through these challenges, equipping you with the most effective real estate lead generation ideas and strategies to thrive. From upgrading your real estate website with eye-catching and functional marketing tools, to harnessing AI and a few other unconventional tactics, this guide explains the best lead generation ideas for real estate agents.
In this article
- Overview: How to start generating real estate leads
- Top real estate lead generation ideas for 2023
- Digital real estate lead generation ideas
- Social media strategies
- In-person real estate lead generation
- Traditional real estate lead gen methods
- Out-of-the-box ideas
- Conclusion: Adapting to an ever-evolving market
- Frequently asked questions
Overview: How to generate consistent real estate leads
In marketing, consistency is everything. Unfortunately, posting one random social media selfie per week isn’t going to help you nurture long-standing relationships with potential clients, nor will sending a single marketing email.
So what’s the easiest way to be consistent? By being true to yourself. As Florida-based real estate broker Carys Eccleshall describes, one-size marketing strategies rarely work, and agents are most likely to take daily action when their marketing plan involves things they actually like and feel comfortable doing.
Ahead, we’ll go over some traditional and more innovative marketing tactics. But remember: If these methods don’t resonate with your personality or if you’re unsure of what to say, opt for a different strategy that makes you feel confident. Your lead generation approach should be something you’re willing to do every single day — and it might involve creating a unique blend of tactics that work for you.
Top real estate lead generation ideas for 2023
Digital real estate lead generation ideas
According to the National Association of Realtors (NAR), roughly 96% of homebuyers use the internet in their home search. Leveraging the power of the internet will not only help you reach a wider audience and capture potential leads, but it’s also necessary for establishing basic credibility.
Here are some tried and true digital marketing strategies:
Learn how to set up backlinks (or hire an agency who specializes in this) so that your website appears in articles and blog posts on other sites. One easy way to start is by becoming a guest blogger for a respected real estate website and including a link to your website in your author bio. This will help establish credibility as a leading expert in your field, while inviting readers outside your existing audience to visit your website.
Use this tool: Zillow
Zillow is not just a platform for property listings; it’s also a fantastic real estate lead generation tool. Advertising on Zillow can put your website in front of millions of potential buyers and sellers.
Artificial intelligence (AI) is here to stay. As a real estate professional, you can utilize AI machine learning to find local leads in a more targeted way. Gone are the days of shouting into the void. Instead, you can use an AI tool that can better predict a customer’s needs based on their prior search history and other online behavior.
Use this tool: Chime
Chime is a comprehensive real estate platform that provides various essential tools such as CRM, IDX, team management, lead generation, and more in a user-friendly, integrated package. It offers a multichannel online advertising service that finds and attracts potential leads, leveraging search intent targeting and social information to engage with potential buyers and sellers. Using AI, it automatically fine-tunes the agent’s advertising strategy based on data, helping to eliminate some of the guesswork around high-frequency bidding, keywords and content planning.
Use this tool: SmartZip
SmartZip uses predictive analytics to identify potential sellers in your area. This data-driven approach allows you to target the right homeowners and turn them into leads.
Intelligent lead nurture sequences
Creative, engaging and personalized nurture sequences are essential for both effective real. estate lead generation and client conversion. Keeping this in mind, you’ll want to track your customer from when they first share their email address with you (lead capture) to when they become a client, and finally, beyond. (You never know — the 20-something buying their first starter home with you may grow into a lifelong client who turns to you when they are ready to upsize or buy a vacation home.)
Throughout the buyer’s journey, Intelligent lead nurturing keeps agents connected to them through automated, behavior-driven messages tailored to specific needs. This personalized approach enhances engagement and builds relationships that last decades.
Use this tool: Zurple
Zurple is an AI-powered platform that uses behavioral data and automation to engage leads. It tracks user behavior on your website and delivers personalized responses to boost lead conversion. Additionally, Zurple’s automated pipeline management helps identify the most promising leads, notifying agents when they become hot leads.
Use this tool: Market Leader
Market Leader is a comprehensive software solution designed to generate and nurture real estate leads. Its Network Boost service delivers a minimum of 40 targeted, exclusive leads per month, focusing on specific cities to help expand your network. It also provides automated lead nurturing through listing alerts and comprehensive drip campaigns. Additionally, digital advertising experts handle campaign creation and optimization, saving you time and effort.
Social media strategies
Social media is a gold mine for real estate lead generation. There’s no better way to gain your future clients’ trust than to post relatable, personable content on channels like Facebook and Instagram.
Here are some tactics to make the most of your social media efforts:
Start a hyperlocal Facebook group
Create a resource and offer value that will benefit the people in your desired zip codes. Share community news, events, yard sales and, of course, any Open Houses hosted by you, your team or brokerage.
Engage with buyers via Instagram Stories
Video (especially “real” or candid video) is one of the most personalized and emotionally compelling forms of media. Post daily updates to your Instagram stories to engage potential buyers and help prospects get to know you, relate with you and trust your judgment.
Utilize Facebook ads
Leverage Facebook ads to reach a wide audience, then test the quality of those audience members through targeted offers, events and invitations.
Use this tool: Catalyze AI
Catalyze AI is an artificial intelligence tool that analyzes social media data to identify potential leads. It can help you connect with prospects and nurture relationships through social platforms.
Create viral reels and videos
Whether on YouTube, TikTok or Instagram Reels, invest a few hours every week recording yourself walking through home tours, particularly of impressive properties or those with unique characteristics. Use ChatGPT or another AI-driven writing tool to help you craft engaging scripts, and start each video off with a strong hook. Feature the home’s most unique selling points prominently, and invite your audience’s reactions to it by asking them to drop opinions in the comments.
In-person real estate lead generation ideas
While the digital world is certainly vital for generating real estate leads, personal connections can be just as powerful.
Here are some strategies for generating leads in person:
Open houses are often underestimated as a lead generation tool. To maximize their potential, develop a well-thought-out strategy. Effective marketing can attract a substantial number of visitors. Leverage in-person marketing, organic social media promotion, and paid advertising to create a buzz around your open houses. When executed correctly, open houses can lead to a revolving door of new clients and leads.
Use this tool: CINC
CINC is a real estate platform that assists agents in client engagement and managing the sales process. It offers features like pipeline views, team management and lead nurturing. Its OpenHouses app allows you to collect the contact information of prospective buyers during open houses, then easily follow up in the following days.
Host a first-time buyers’ workshop
Partner with a local community organization, neighborhood association or nonprofit education center to share information with prospective first-time homebuyers. These seminars serve as a win-win, offering helpful information for potential homebuyers, brimming with questions, and also positioning you as a go-to expert for all their inquiries.
Use this tool: Parkbench
Parkbench focuses on community-building. It provides a platform for agents to host neighborhood events and become a trusted resource in their local area.
Set up a local booth
Spend one Saturday per month at your local grocery store. Set up a free “ask-me-anything” booth, where families and individuals can run their questions by you and gather flyers for upcoming open houses.
Use this tool: Zbuyer
Zbuyer offers real-time leads for agents. Access a list of potential clients in your area and explore the database of real estate leads to find out where your highest concentration of future customers may be.
Traditional real estate lead generation methods
Don’t underestimate the effectiveness of traditional lead generation methods. These time-tested strategies still work in 2023:
Direct mail campaigns
Send targeted, physical marketing materials, such as postcards or brochures, to potential clients in specific geographic areas. The key to generating real estate leads through direct mail is to create a personal connection. Be sure to include your headshot, as well as contact information and an office address where people can stop by for questions.
Use this tool: Freedomsoft
Freedomsoft is an all-in-one direct mail, marketing and CRM platform that targets real estate leads like no other. Its Direct Mail Generator tool offers a choice between ready-made or customizable direct mail campaigns. It enables 100% automated direct mail, with a variety of templates, cost-effective pricing, and the ability to remove duplicate records for improved efficiency.
Word-of-mouth marketing costs little in dollars, but a lot in personal time invested. Yet showing up to community events can pay back dividends once you establish yourself as a trusted guide among homebuyers in your town or zip code. It’s worth taking a few hours per week to interact with potential leads at garage sales, fundraisers, recreational events, school gatherings and recitals. While there’s no need to be showy about it, carrying a few branded pens or posting a tasteful decal on your car will also help you stay top-of-mind to those you interact with.
Out-of-the-box real estate lead generation ideas
To truly excel in real estate lead generation, you need to think outside the box. Here are some creative strategies:
Don’t limit your partnerships to mortgage lenders and title reps; explore relationships with local businesses too, including repair companies, lawn care services and even divorce attorneys (think about it: their clients are going to need help selling their former homes and buying two new ones!).
When choosing your alliances, a reciprocal relationship is crucial. Both parties should benefit equally. By providing value to your partner’s clients and maintaining these connections over time, you open the door to potentially receiving referrals from them.
Starting a podcast
If you serve an easily identified audience niche, such as real estate investors, military families, millennial homebuyers, first-time homebuyers, luxury homebuyers or even simply those in a specific metropolitan area, establish a personal brand to serve those clients by recording an educational podcast.
Providing a quiz (plus a related add-on service)
One of the most fun ways to capture real estate leads from your website is by designing a quiz to educate your target clients. Make sure the quiz aligns with your personal brand. For instance, if you focus on selling mid-century modern homes, your quiz can be about how to choose the right mid-century floor plan for your clients’ family size. Bonus points if you offer an add-on service for anyone who signs up for your mailing list. If you focus on a luxury niche, for example, you can create a quiz to help clients identify their interior design style and send an email follow-up days later that pairs them with a local designer specializing in that style.
Conclusion: Adapting to an ever-evolving market
The real estate landscape is dynamic, and agents must constantly adapt to the market conditions. Generating real estate leads will always be a top priority. Knowing this will help you stay ahead of the curve and secure your place in this competitive industry.
Frequently asked questions
Let’s address some common queries about real estate lead generation:
What is the best time to generate real estate leads?
The ideal time to generate leads is all year round, though you can create short-term marketing campaigns around seasonal events such as summer break, back-to-school, Halloween and other holidays. Keep your lead generation efforts consistent to ensure a steady flow of potential clients.
How can I make the most of online lead generation?
Online lead generation requires a strong online presence. Ensure your website is user-friendly and on-brand. Write engaging content that reflects your unique voice, and actively converse with potential clients on social media.
Are there any free lead generation methods?
Yes, there are free methods, such as word-of-mouth marketing, organic social media traffic and networking events. However, investing in quality lead generation tools often yields better results.
Where do real estate agents get most of their leads?
Agents and brokers often obtain the majority of their leads through referrals and personal networks. Past clients, friends, family and professional connections are valuable sources of leads. When you’re ready to take lead generation to the next level, online channels play a significant role in lead generation.
What’s the best way to generate real estate leads in 2023?
Lead generation in 2023 involves a combination of traditional and digital strategies. Online lead generation through social media marketing, email campaigns and search engine optimization (SEO) is crucial. In-person networking, while leveraging advanced AI tools and software, are also key strategies for success in the current real estate landscape. Ultimately, the best way is the mix of tactics and strategies that fit your personal style — ones that you’ll be comfortable doing month after month, year-round.
What is the best way to generate leads?
The best way to generate leads may vary depending on individual preferences and market dynamics. However, a holistic approach that includes a strong online presence, active networking and leveraging the latest technology is often considered the most effective. It’s also helpful to store and manage your leads in a customer relationship management (CRM) system. Combined with an engaging website and compelling content, using a CRM can be a powerful way to nurture leads in your pipeline.