Learn More

Real estate sales lead generation is easy to incorporate into your online sales funnels.  There are many different ways to generate leads although some of the most effective revolve around Inbound Marketing principles.

Real Estate Lead Generation

It all starts with your real estate website, or rather ends there.  The process of attracting visitors to your website, engaging with content, and converting with compelling offers is key to get 20% conversion rate from your landing pages.

Sales funnels are the new buzzword these days and most don't know what it truly means.  Your website is your online sales funnel which funnels traffic through your website conversion paths to make contact.  The difficulty is it is getting harder to keep visitors to your website in the funnels because of user behavior.  People are getting less tolerant of any issues and will click off to another website at the first sign of not delivering what they are looking for.

How to build your lead generation

Start with figuring out who your best customers are.  Brainstorm with staff and others to identify key characteristics in a demographic.  From there you can create buyer personas to be more specific about their personalities and interests.

Once you have those you can graph the journey through the website which are your conversion paths.  Depending on size of your business and the number of customers these can vary greatly.  Our approach is to put these into a table like so:

Buyer Stage

Page Source

Call to Action

Target

Awareness
Home page banner

 Learn More  About Us Page
Consideration
Middle section of home page

 See our Portofolio  Portfolio Page
Decision
Bottom of home page

 Contact Us Contact Page (conversion form)

 

The Buyer Journey

The other aspect is the buyer journey for each persona.  These are Awareness, Consideration, and Decision.  This is how we all look for answers to our pain points.  We start with searching the web and finding our options (awareness).  We then select candidates that seem the best fit (consideration).  We compare and make contact with those candidates.  We finally decide who we want to fulfill our needs (decision)

Sales Funnel

Designing your sales funnels should be the visual representation of how you've mapped out the navigation through your website.  Usually the home page is the first step to directing traffic to each area of the website which funnels different stages and personas.  Each home page section has key elements.  Text, image, and button (call to action).  The button is a link to the next stage of that funnel.

It's important that you have many stages for your funnels that fit the buyer journey.  Putting calls to action that lead to a landing page too early will not convert.  The same with putting them too late.  You should test each funnel and measure visitor clicks to be sure your funnels are optimized.

Landing Page

Your landing pages are the last stop for visitors to convert to a lead.  This is a common misused word because landing pages have very specific elements to be optimized.  The anatomy of a landing page should have:

  • Navigation removed from page header
  • Compelling title of the offer
  • Description of the benefits 
  • Bullet points supporting the above
  • Form for getting contact information
  • Image or video for visual impact

The key is the size of the form should conform to the stage of the buyer journey.  More top of the funnel means less fields.  You won't see a lot of leads with a long form if a visitor is not into the consideration phase.  Likewise if the user is further down the funnel and your form doesn't have enough information you can't qualify the lead as well.

This is just a simple representation of a basic lead generation system using your online sales funnels.  Building these can be complicated and require expertise to make work for your business.  We can help you get started.

Learn More About New Technology for Commercial Real Estate Websites

 

 

Topics: real estate, lead generation, commercial real estate

Tony Sova

Written by Tony Sova

Owner of Softwired, a web design, SEO, and Inbound Marketing firm.