I recently updated my lead generating systems on my real estate website.
It made me realize how important they are at helping me form relationships before I even get to meet with my prospective customers.
Specifically, I’m talking about my free downloadable content that I offer.
And before I get to what it is, I think it might be important for the reader to understand why I offer it.
You see, most real estate agents make the mistake into believing the bulk of their traffic is people looking to buy or sell a home today. And perhaps that might be true for some sites.
But I pull thousands of people to my site each day, and my county will only record about 400 home sales each month, so I know that the bulk of my visitors are looking for information.
Understanding The Real Estate Consumer
If I were to ask 100 real estate agents “what type of lead do you want?” the majority would tell me somebody who is ready to make a decision today.
I want somebody further out in the process, someone who is merely in the information gathering stage.
Because, if I can meet them early, then by the time they are ready to make a decision they will already be working with my company.
I want to reach out and grab the consumer before my competition even knows they exist.
But like my competition, I do not have a lot of time to spend with people who will be buying and/or selling a home six months from now.
So how do I reach out and develop a relationship with somebody (today) for the purpose of being their broker when they need to buy a home in the future?
This is the answer:
Using Downloadable Content To Educate Consumers
I create pamplets, e-books, and e-courses by combining some of the articles that I have written over the years. While this might seem like a daunting task to the newer agent (or new blogger), I promise you it is much easier than it seems.
Remember, you don’t have to hold a PhD on what you are preparing. You just need to know the information better than the consumers you are trying to reach.
The great thing about these “free” giveaways is that you can use them to obtain a name and an email address. This means that you now have the contact information for somebody who wanted to know more about a specific subject.
(Hmm, sounds a lot like a lead if that subject is “buying a home” doesn't it?)
I use their contact information to “drip” emails to them on a regular basis, continuing to educate them on the issue for which they registered on my site.
It is the follow-up that gives me the opportunity to earn their business by the time they are finally ready to meet with an agent.
Having downloadable content available for consumers is a “value added” way to promote yourself as the expert.
It is a bonafide service.
One that consumers will appreciate enough to want to work with you when it comes time to selling or buying a home.
Got questions? Ask below in the comments!
Joe Manausa, MBA is a 24+ year veteran of real estate in the State of Florida and has owned and managed his own company since 1992. Check out his RESAAS profile ›