How to generate better quality leads in real estate
Do you pay someone who posts on social media every day to promote open positions or generate clients for property management services? If you work hard on social media and are not getting the results you want, this article will help you get better results.
When running a social media marketing campaign, your leads need to be directed to your website at some point. Since you can't directly place a web form on social media, it is important that they point to your website. However, you can't just throw up a form and visit it for a day.
Design your lead capture web forms on purpose
If you're like most real estate investors, you have a form on your website that collects contact information from potential leads. Whether you are an individual or run a property management company, capturing leads is critical to filling vacancies. However, your lead capture form serves a dual purpose of qualifying and disqualifying leads.
Design a lead capture form for property management
If you're a real estate management company looking for clients, your lead capture form doesn't have to be fancy with a multitude of questions. However, you need to know where their properties are.
There are several ways to get this information. The easiest way is to create a simple web form that asks you for the property address. You can see this in action on the Green Residential website. Green Residential serves real estate investors in the greater Houston area. Therefore, it makes sense to ask leads to provide their real estate address in advance.
If you have a team of people available to go through the form submissions, a basic form is sufficient. However, if you don't have time to sort through the submissions to verify that the address is in your service area, you can hire a programmer to add a dynamic address finder to your form.
With this addition, leads can enter the exact address, which is then compared with a database of known addresses and filled in automatically. If a lead in the back end is outside of your service area, the system can automatically send you an email letting them know that you are not serving their area.
Design a lead capture form for landlords
If you use a website to market and fill vacancies, you need a good web form. While a web form captures leads, it can also be a powerful tool for filtering out poor quality leads. To use your web form as a filter for unqualified or poor quality leads, you need to ask questions that automatically segment your leads based on their answers.
For example, if you only consider tenants without eviction and don't make any exceptions, add a question to your form that says, "Have you ever been evicted?" Leads must be answered with yes or no and leads that answer "yes" are automatically filtered out.
Another question that you might ask is your credit score. For example, let's say you only consider renters with a credit score of at least 650. Create a question using a drop-down menu where each option has a range of credit scores. For example, the question might be, "What is your current credit score?" The drop-down selection can be:
- Below 580
Let your web developer code the above options to automatically segment leads based on their response. Distinguish those with a high credit score as "hot leads" and just ignore any leads who pick a credit score below 650.
Disqualify leads using form questions
How many hours have you spent chasing after prospects who haven't made a commitment to buy or rent a home? It's frustrating and you don't have to waste your time. On your web form, ask questions that show how willing an individual is to buy, sell, or rent (depending on your business).
Set up your own parameters to see who is ready. Let your website developer program pre-select responses to segment your leads accordingly. Add leads who aren't ready to buy, sell, or rent, but otherwise qualified, to a special email marketing sequence that sends nurturing emails. They may not be done yet, but an automated drip campaign can help convince them over time.
Track your progress and don't give up
Capturing high quality leads isn't as easy as it seems. Track your progress and make changes if something doesn't work. In time, you will get a well-oiled lead capture machine.