To say that lead generation is the lifeline of all sales teams is not an understatement. In marketing speak, lead generation is a marketing tool or strategy that refers to the process of finding and attracting potential customers from your target audience to convert them into new leads and paying customers.
Sustaining a luxury real estate business means maintaining a healthy stream of high-quality leads as they generate profit that will keep any business running.
But generating leads in a highly competitive industry like luxury real estate can be challenging. Thriving in a saturated industry requires consistent effort and fresh marketing ideas that will attract your potential customers. You need to be visible to your target market, and you need to stand out from the competition.
You also need to be able to generate quality leads that convert into sales. Luckily, there are a number of things you can do to generate leads in the luxury real estate market. By being creative and thinking outside the box, you can attract the attention of potential buyers and sellers.
You can also use targeted marketing techniques to reach your ideal customer. With a little effort, you can succeed in generating quality leads in the luxury real estate market.
Read on to know more about these lead generation strategies, and how you can use them to get more leads from various marketing channels and stay on top of the curve.
Because of the ever-changing real estate industry, luxury property developers like Brittany Corporation (and most businesses in general) use different lead generation strategies and marketing tools simultaneously to create lead generation campaigns that will get enough leads for the company’s growth and success. Such lead generation tools combine organic and paid advertising tools, like free referrals or ads, respectively.
So if you are searching for a lead generation strategy that will ramp up your arsenal of business leads, there are plenty of options you can try.
A common mistake that a rookie sales team might make is neglecting SEO (Search Engine Optimization). SEO refers to the practice of strategically improving a website’s content to help it rank higher in social engines like Google and generate traffic. This is important because traffic from search engines is most likely targeted to specific niches.
For example, a potential customer searching for, say, the best luxury homes in Laguna, is likely already interested in buying luxury properties in the area. This makes the lead conversion process easier for you. You want to generate leads by redirecting these searches to your website and introducing them to your product or service by providing high-quality and relevant content that they would want to click and read.
A relevant content in SEO is built upon target keywords that your audience types in search engines when they research real estate properties like luxury condominium units, luxury homes, or real estate in general. Here are some ways you can get leads with SEO content marketing:
SEO could be a complex lead generation strategy for realtors due to its technicality. But with the right lead generation team on board, it is one of the most powerful, long-term lead gen tools that can bring you a stream of fresh and targeted leads.
Growing a referral base builds an agent’s success in closing leads. A quick refresher: referrals happen when someone specifically recommends your service as a real estate professional to someone they know. Referrals are powerful because they generate leads that already trust your expertise because you are referred to them by someone they know.
One of the best ways to build your referral networks is through referral partnerships. Interact with businesses that work with potential homebuyers and real estate investors. Think of interior designers, lenders, or contractors. Do not be afraid to tap businesses outside luxury real estate as well, such as affluent creatives, retailers, or medical practitioners.
Don’t get discouraged if you aren’t generating leads from your networks right away. Often, building a solid referral network is a trial-and-error process. If you don’t get leads, step up your lead generation campaign by offering referral incentives to your circle and previous clients.
Every real estate professional knows that not all leads are good leads. Generating more leads is useless if the results are not quality leads. Qualified leads are those who are ready to buy luxury properties like luxury condominium units now.
They know their budget and are clear with their dream home criteria. Unqualified leads, on the other hand, are those who are not yet ready to buy a home for several reasons. This could be because they don’t have the budget yet or they are still considering other realtors to work with.
Spending more time and marketing efforts with a qualified lead is ideal because they have a higher chance of turning into a paying customer more than unqualified leads do. But this should not push you to completely disregard qualified business leads and never try to contact them again. A good percentage of unqualified leads become qualified business leads later on.
That said, your lead generation strategies should include nurturing a consistent relationship with unqualified leads through follow ups. Instead of cold calling, opt to send them newsletters or direct mails once a month or consider sending them follow-up emails mails every three to four months.
The meteoric rise of online shopping’s popularity over the past years proves that digital platforms generate leads. Consumers are using social media to research for products, interact with brands, and read reviews and feedback.
That said, building a strong online presence can increase your reach and interaction with your target audience. For example, potential buyers of Brittany Corporation can easily reach the company in various ways online through its official pages, including LinkedIn, YouTube, and virtual customer care desk.
But as a real estate professional, having your own professional social media accounts is still necessary. It is a great way to showcase your expertise and services or simply put yourself out there. There are a number of ways to generate leads using your socials. For starters, you can build your following by sharing relevant posts, free resources, and other shareable real estate content to attract potential leads. Posting client testimonials along with your listings is also a great way to establish your credibility and attract more leads.
Lead generation strategies do not always produce immediate results. Often, it’s a slow process of building your credibility and expanding your reach both online and offline. The key is being present to where your potential leads might be. If you need expert guidance for your lead generation tools, check out the free resources uploaded on the Seller’s Portal by Brittany Corporation.
