March is Marketing and Branding Month here at Inman. As we enter spring selling season, let’s explore which tried-and-true tactics and cutting-edge innovations are getting deals done in today’s market. We’ll also recognize the industry’s marketing and branding leaders with Inman’s Marketing All-Star Awards.
Leads are the lifeblood of a thriving business. Some strategies for generating leads come into favor and out of favor quickly, while some mainstays continue to thrive even when the market shifts. Here are 25 ways to generate leads that are working right now.
1. Expired listings
As markets across the country continue to normalize, days on market and the number of expiring listings are on the rise. This continues to create an opportunity for agents looking to take more listings. The key is to develop a plan of action that provides unique value, a different perspective on how to get the home sold, and a systematic approach to communication with the homeowner until the home is listed.
2. 6- to 12-month-old expired listings
The amount of competition for recently expired listings is extremely high in many markets. But if a homeowner doesn’t relist within a month of their home expiring, the amount of agents pursuing that listing decreases dramatically. By focusing on the homes that expired 6-12 months ago that haven’t relisted, your competition will be lower, and the opportunity is just as high.
3. Buyers as bait social media posts
In today’s market environment, having a buyer can be a great tool for uncovering listing opportunities. I’m going to share three specific scripts or examples of ways to utilize buyers to generate additional business in the next three strategies.
The first is through a social media post I’ve always called “little help” posts. This is an example of a little help post for social media:
Little help please! I’m working with a couple looking to buy a 3-bedroom home in the (name of school district) school district (or wherever they want to be). We’ve looked at everything on the market and haven’t found the perfect home for them yet. If you are planning to sell your home in the next six months, please DM me or share this post with someone you know who is considering selling in this school district.
These buyers may be willing to pay a premium for the right home, and they have flexibility when it comes to a closing date. Please reach out to see if we might be able to put together a win-win purchase for these buyers and a sale for you or someone you know.
4. Buyers as bait mailers
The “magic letter” Listingleads.com offers is another great way to utilize your buyer to uncover listing opportunities. This is an example of that letter mailed to homeowners in a specific area:
If you’re wondering what other direct mail pieces are working for agents right now, check out this article.
5. Buyers as bait phone calls
Another way to serve your buyer clients at the highest level possible while potentially uncovering listing opportunities is by calling homeowners. This is an example script for calling homeowners for your buyers:
This is (Your Name) with (Your Company). I’m calling because I have a client looking to buy a home in your neighborhood, and I’m doing everything I can to see if I can help them find their ideal home. They’ve said if they find the right one, they may be willing to pay a premium. Have you heard of any of your neighbors who may have considered selling?
You don’t have to ask them if they would consider selling their home. If they are interested, they will tell you. But if their home never comes up, ask this question before getting off the phone:
I’d be the worst real estate agent in the world if I didn’t at least ask if there is a price where you might consider selling your home.
6. Open houses
Buyers are no longer walking into offices, but they are walking into open houses. Open houses provide an opportunity to not only meet buyer prospects but also homeowners in the neighborhood through the marketing of the open house. If you’re looking for the best way to get face-to-face with prospective homebuyers and homesellers, hosting open houses is the answer.
7. Create searchable social content
The playing field for social media has been leveled. The social platforms have shifted to serving content to viewers based on their viewing habits instead of their connections. This means content that is searched for, specific and that educates or entertains wins in today’s world, no matter how large or small your following.
If you’re wondering what types of content Instagram is promoting and how to implement them in your business, check out this article.
8. Deal of the week email or post
If you’re wondering how to re-engage your database, begin sending a deal of the week. This strategy is one I created with Sharran Srivatsaa with a few key components.
The first is to have the same subject line every week (Your City Deal of the Week). The email should not include photos or the address of the property you are highlighting. It should have a brief description, bullet points of highlighted features, and an easy way for the reader to receive additional details.
This is an example of a deal of the week email:
This week’s deal of the week is a home in Santa Rosa Beach with amazing gulf and lake views and unmatched outdoor living spaces.
Key highlights
4 bedrooms, 4.5 bathrooms.
-
- 2,218 sq. ft. on a large lot in gated Calypso Pointe.
- Private pool with gas heater and fenced backyard.
- Wraparound balcony, open layout, dual primary suites, and Tesla charger.
- Close to Gulf Place for dining, art, live music, and more.
- $1,225,000 (many new interest rate options!)
If you are interested, just reply, and I will get you all the details.
All the best, [Your Name]
If you want to hit the easy button, ChatGPT has a free Custom GPT designed by Srivatsaa that will provide you with a deal of the week email for any property once you provide some basic, raw data about the home. You can find that tool here.
9. Door knocking
Door knocking is often overlooked and downplayed by many. The key to success is having a viable reason for knocking on the door of the homeowner. Letting them know about an upcoming open house and offering a time before the published open house times when neighbors can tour the home.
Alternatively, let them know that you just listed their neighbor’s home and you wanted to make sure they knew first in case they have a friend or family member who might be interested. These are examples of door-knocking strategies that are valuable for the neighbors.
10. Searchable YouTube content
YouTube has become the No. 2 search engine in the world behind Google. Google happens to own YouTube, creating additional opportunities for people searching on Google to find your video content as well. Searchable YouTube content about specific neighborhoods or the pros and cons of moving to a city are generating leads organically as well as any strategy available right now.
If you’re looking for a YouTube plan of action that generated $150,000 in GCI within 18 months, check out this article.
11. Unsolicited video CMAs
Providing video CMA updates without being asked for them is a unique way to provide homeowners the information they desire in a way that helps you stand out from other agents. Recording your screen while going through the valuation analysis provides convenience for the homeowner to view the information at a time that fits their schedule.
If you’d like step-by-step instructions on how to execute this strategy, then check out this article.
12. Lead sharing groups
Lead sharing groups like BNI or local groups through the Chamber of Commerce are a way to find other business builders in your community. The members of these groups create relationships where you can support each other via lead sharing.
13. Lead sources with no upfront fees
Purchasing leads can be expensive, and they have no guarantee of closed transactions. There are websites that provide leads with no upfront fees, but you pay a referral fee at the time of the closing. This is a great alternative for agents looking to generate leads with limited ability to pay for leads at the present time.
If you’re looking for an article that shares the details on seven of these lead sources with no upfront fees, check this article out.
14. Buy lunch, not leads
The relationships you have are the most valuable asset in your business. Instead of buying leads, buy lunch for someone in your sphere of influence. If you will deepen the relationships you already have, they will result in more repeat clients and referrals.
15. Client appreciation activities
The best way to put the law of reciprocity to work in your business is to show your appreciation for your existing clients. Simple pop-by gifts, home anniversary cookies or large events are just a few ways to show your appreciation.
If you’re not sure what your clients would love, this article shares 23 different options that they will love and keep you top of mind.
16. Host a first-time homebuyer seminar
Renters would absolutely prefer to own a home. Hosting an educational first-time homebuyer seminar is a great way to generate leads and help prospects achieve the American dream of homeownership.
17. Geographical farming
If you’re not known as the expert in a specific neighborhood or local area, you’re probably not an expert. Geographical farming is one of the best ways to create listing opportunities consistently.
If you’re looking for an article that shares everything you need to know for a successful geographic farm, check out this article.
18. Just sold postcards reimagined
Just sold postcards still work, but the typical cards have seen their value diminish. By recreating a storyline around the sale and providing an opportunity for the homeowner to see the process you utilized to generate the sale, the value of the just sold campaigns can be revived. This is an example of a just sold mailer reimagined:
19. For sale by owners
For sale by owners have raised their hand and stated they want to sell. This continues to be one of the most fruitful areas for listings for the agents who execute on a strategy that assists and educates the homeowners who, in many cases, eventually list their homes with an agent.
20. ZMA letter
Much of the general public uses Zillow to search for real estate online. The Zestimate is often not in line with the true value of a home. A strategy of capitalizing on this discrepancy was designed by ListingLeads and titled the ZMA letter. This is an example of this letter:
21. Call Airbnb owners
The Airbnb craze that swept the nation during COVID has settled down, and many of the first-time Airbnb buyers are now wanting to unwind those positions due to decreased revenue and the headaches of ownership many of these buyers underestimated. Calling these owners to see if they still love owning their place can lead to listings.
22. Call long-term rentals/renters
Many of the local MLS portals show the historical dates when homes or apartments were leased. The majority of these residential leases are for one year. Reaching out to the owner of the home and also to the renter around the 6- to 7-month timeframe of the leases to ask what their plans are at the end of the lease is a strategy that produces results.
23. Optimize your Google Business Profile
People are going to Google, searching for agents and information about real estate in specific communities. An optimized and thriving Google Business Profile page is one of the best ways to generate organic leads available today.
If you’re looking for an article that shares how to turn your Google Business Profile into a lead generation machine, check out this article.
24. Builder permit boxes
Home construction sites have builder boxes that hold the permits where you can find builder information. A simple call to these builders asking if the home is a custom home they are building for someone or if it is a spec build is another way to find listing opportunities before the finished product hits the market. By asking the builder (assuming it is a spec build) if you should contact them or an agent they are working with if you have questions about the home, you can uncover future listing opportunities.
25. Buy online leads
The reason I listed this last is that the quality of online leads is directly proportional to the quality of your follow-up with the leads. Only purchase online leads when you have a system in place for following up and nurturing the leads until they are ready to purchase.
As an industry, we don’t lack lead generation strategies; we lack execution on lead generation strategies. Pick one or two of these that fit your business and take action.
