Buyer's Agents: Key Preferences of Homebuyers in Today's Real Estate Market

In the wake of recent lawsuits, settlements, and new regulations, how clear is the value of a buyer’s agent today? You might find it interesting that new research from @1000watt_agency offers a unique perspective on how buyers view buyer’s agents — there’s more to it than you might assume.

This study unearthed invaluable insights from homebuyers, highlighting the most cherished service offered by buyer's agents. Surprisingly, this service, which surpassed access to unlisted properties or negotiating a lower purchase price by a striking 2 to 1 margin, was the ability to conduct thorough due diligence on properties.

These findings underscore the indispensable role that buyer's agents play in today's real estate environment. Beyond mere transactional facilitation, agents serve as trusted advisors, guiding clients through the complexities of property acquisition with expertise and precision.

As we reflect on these insights, it becomes evident that the value of a buyer's agent transcends the transactional realm. In an era of abundant yet nuanced information, buyers crave guidance, advocacy, and assurance. And within this dynamic environment, buyer's agents emerge not just as facilitators, but as indispensable allies, steering clients towards informed decisions and successful outcomes.

The Power of Buyer Agent “Mic Drop Moments” That Seal the Deal

Ever wondered what makes some buyers say, "This is the agent we need!"?

It's not about unlocking doors; it's about unlocking the insights that transform your clients' decision-making process. Buying a home is a monumental step for them, and it requires more than just a transactional relationship. It’s about forging a partnership where you, as a true knowledge-broker, bring unparalleled value to the table.

So, what's your buyer-agent factoid? That golden nugget of market wisdom that truly makes all the difference.

Here are a few ideas to get you started:

1. Local Zoning Changes: How upcoming changes could impact home values or future developments.

2. Housing Style Trends: Insights into what's coming in or going out and why it matters.

3. Market Shifts: Predictions on market dynamics and how they could influence investment timing.

These aren't just facts; they're conversation starters, perspective shifters, and, most importantly, trust builders. The right factoid at the right time can elevate you from a simple facilitator to an indispensable advisor in the eyes of your clients.

Taking Charge: 5 Ads to Generate Real Estate Leads Without Third-Party Reliance

Generating your own real estate leads puts you in the driver's seat of your business. Far too many real estate professionals are caught in the cycle of dependency on third-party leads, limiting their potential. Break free from this cycle and take control by setting up and running these 5 proven lead-generating ads.

1. Lead-form “Listing Lists” Ads: Start by creating enticing ads on Meta (Facebook/Instagram) that offer exclusive access to curated property lists. The key is to make the lists relevant – for example, "Top 10 Luxury Homes in [Area]" or "Affordable Homes Under [Price] in [Area]."

Detailed Steps:

• Ad Creation: Open Meta Ads Manager and start a new ad campaign. Select “Lead generation” as your marketing objective.

• Target Audience: Define your target audience based on geographic location and/or other relevant factors.

• Ad Placement and Budget: Choose where your ad will appear on Facebook and Instagram and set your budget.

• Ad Design: Design your ad with engaging visuals and copy that highlights the unique appeal of your property list.

• Lead Form Setup: Click on the “Lead form” section. Choose “New Form” and create a form with fields like name, email, and phone number.

• Custom Questions: Add custom questions if needed, to qualify leads further (e.g., "What is your preferred property type?").

• Privacy Policy: Ensure you have a privacy policy on your website and link it in the form. This step is mandatory for lead forms.

• Completion Steps: Set up a “Thank you” screen that appears after form submission. Include a call-to-action like “See properties,” linking to the specific property list on your website.

• Tracking and Testing: After publishing, monitor the ad’s performance and tweak targeting or creative elements as needed for optimal results.

2. "How we did it" Just-Sold Postcards: Just-sold postcards are more than announcements; they're tools for storytelling. Highlight your unique selling strategies, such as innovative marketing techniques or negotiation skills, with "how we did it" bullet points or seller testimonials.

Distribute these postcards not only to neighbors around your listings but also to your personal network. This approach positions you as a trusted expert and leverages the power of social proof, essential for standing out against competitors.

3. DM Automation Ads: Utilize the “Send Message” CTA in your Meta ads to directly engage with leads. Offer them the same exclusive property lists as in your lead-form ads, but through an interactive chat.


Detailed Steps:

• Ad Setup: In Meta Ads Manager, create a new ad campaign with the objective of “Messages.”

• Choose the Messaging App: Select the messaging app where you want to engage with leads (e.g., Facebook Messenger, Instagram Direct, and/or WhatsApp).

• Ad Creation: Design your ad. Use engaging visuals and copy to entice viewers to use the “Send Message” CTA, such as offering access to exclusive property lists.

• Automation Tool Integration: Set up an account with a chat automation tool like ManyChat or ChatFuel.

• Scripting the Conversation: In your chosen automation tool, script a conversation flow. Start with a welcome message, then guide users to request the property list.

• Data Collection Setup: Include steps in your chat flow to ask for the user's contact information, like email and phone number.

• Linking to Meta: Connect your chat automation tool to your Facebook and/or Instagram account. Ensure the automated chat flow is triggered when someone clicks the “Send Message” CTA on your ad or messages a specific keyword.

• Testing: Before going live, test the chat flow to ensure it works smoothly and collects information effectively.

• Monitoring and Adjustments: After your ad is live, monitor its performance. Make necessary adjustments to the chat script or targeting based on user interactions and feedback.

By meticulously setting up your DM automation ads with a clear conversation flow and data collection strategy, you can efficiently engage leads on Meta platforms and gather valuable first-party information for follow-up and conversion.

4. YouTube Seller Streaming Ads: Create compelling in-stream ads (commercials before or during YouTube videos) to target specific groups like local homeowners, suspected in-market sellers, and real estate decision-makers.


Detailed Steps:

• YouTube Channel: Ensure you have a YouTube channel set up for your business.

• Google Ads Account: Log in to your Google Ads account. If you don’t have one, create it.

• New Video Campaign: Click on the “+ New Campaign” button. Choose “Create a campaign without a goal's guidance.”

• Campaign Type: Select “Video” as the campaign type. Choose a campaign subtype that aligns with your strategy.

• Targeting Setup: In the “People” section of campaign creation, use the Audience Segments feature. Target audiences like “Homeowners,” “Real Estate Agents,” and/or in-market audiences related to real estate purchases.

• Video Preparation: Create a high-quality, engaging video. Ensure it clearly communicates your message and includes a strong call-to-action (CTA), like visiting your website or contacting you for more information.

• Uploading to YouTube: Log in to your YouTube channel. Upload your video as an unlisted video. This ensures it's available for your ad but not publicly listed on your channel.

• Using Video in Google Ads: In your Google Ads account, when creating the ad, you will need to provide the URL of this unlisted YouTube video.

• Bidding Strategy: Choose a bidding strategy based on your campaign goals (e.g., CPV - “Cost Per View”) and follow Google Ads’ guidance/recommendations.

• Budget and Scheduling: Set your daily budget and choose how long you want your ad to run.

• Finalizing and Launching: Review all settings, then click “Create Campaign.”

5. Sign-Call Interceptor Ads: Dynamic Google search ads can intercept potential sign calls. The key is to have your IDX website's listing titles include property addresses, then use these links in your Google Ads.

Detailed Steps:

• Preparation of IDX Website Listings:

  1. Ensure your IDX website's listings include accurate property addresses in its page titles. This is crucial for matching your ads to relevant search queries.

• Creating a Targeted Property List:

  1. Conduct a search on your IDX website for properties you want to target with your ads.

  2. Select properties that align with your marketing goals, such as homes within a specific price range or in a particular area in which you sell regularly.

• Using Google Sheets for Ad Management:

  1. Open a new Google Sheet and list the URLs of the selected properties from your IDX website in column A.

  2. In column B, create custom labels for each property URL. These labels can include descriptors like the property type, neighborhood, or price range. Custom labels will help you organize and segment your ads more effectively in Google Ads.

  3. Ensure the Sheet is clearly organized and labeled, as it will be integral in managing and targeting your ads.

  Linking Google Sheets to Google Ads:

1. In your Google Ads account, go to the “Tools & Settings” menu and select “Business data” under the “Setup” section.

2. Choose to upload a data feed and select Google Sheets as the source. Connect the Sheet you prepared with your property URLs.

3. This integration not only allows Google Ads to dynamically generate ads based on the URLs in your Sheet but also offers the flexibility to add or remove listings as your ad campaign progresses. This feature is particularly useful for keeping your ads up-to-date with current property listings and adjusting your strategy in real-time.

• Setting Up Dynamic Search Ads:

1. In Google Ads, create a new campaign and select “Search” as the campaign type.

2. In the “Settings” section of your new campaign, look for the option to enable Dynamic Search Ads.

3. Choose the option to use your own data set, which will allow you to link your Google Sheet that contains the property URLs.

• Ad Creation and Customization:

1. Develop ad templates with relevant headlines and descriptions. Google will dynamically adjust these based on the search query and the content of the linked URLs.

2. Include calls-to-action that encourage potential leads to contact you or visit your website for more information.

• Budgeting and Bidding:

1. Set your budget according to your marketing plan and based on Google’s estimated performance markers.

2. Choose an appropriate bidding strategy to maximize ad visibility and effectiveness.

• Monitoring and Optimization:

1. Regularly monitor the performance of your ads.

2. Make adjustments to your Google Sheet, ad copy, or bidding strategy based on the ads' performance and conversion rates.

In summary, not relying on third-party leads is pivotal for taking control of your real estate business. The 5 methods mentioned above will empower you to carve your niche, foster growth, and redefine success through self-generated leads.

From Leads to Loyalty: How to Become the Go-To Real Estate Agent in Your Market

Capturing market-share is more than a numbers game; it's about winning hearts and minds.

Think about it: most real estate business is the product of repeat and/or referral. Are you memorable enough to be the first name they think of?

Trust, likability, and recognition are your pillars.

• Trust is earned with every exceeded expectation.

• Likability is shared with every genuine interaction.

• Recognition is built with consistent, authentic presence in your community.

Don't just chase leads; cultivate relationships. Be the agent who's there not just for the sale, but for the journey. Your brand isn't a sprint for today's leads; it's a marathon towards lifelong clients.

Invest in your brand, nurture your network, and watch as your market-share grows. It's not just about being seen; it's about being remembered. Make sure you're the agent that comes to mind when it's time to make a move.

Your brand is your legacy—build it with intention.

How to Target Consumers Looking for “Real Estate Agents” with Google & YouTube Ads

You’ve heard me talk ad nauseam about optimizing your Google Business Profile to rank in Google’s “Map Pack,” a search results section that features the top three businesses optimized for that search. Phrases like “Best Realtor in ____” routinely trigger the Map Pack.

You’ve also heard me talk about how buyers characteristically search for homes, whereas sellers are far more likely to look for the top agent in the marketplace.

You’ve even heard me say that for 85 times web browsers search, “Coffee near me,” 5 folks search, “Realtor near me.” That all spells:  o-p-p-o-r-t-u-n-i-t-y.

Well, get this: Google unveiled a new audience segment in its advertising portal, dubbed “Real Estate Agents” whereby advertisers like you can now opt to target the types of folks running searches like “Best Realtor in ____.”

That said… Looking at the fine print, most of this audience is actively seeking a real estate agent. There's a small subset interested in real estate careers, likely people wanting to join the profession. Despite this, targeting the whole audience is still a smart move.

In terms of the types of ads that’ll stand-out best, I’d opt for YouTube in-stream ads, the commercials that play before, during, and after videos on YouTube, and Google Display Network ads, the square-shaped, tall-and-skinny, header/footer, and pop-up styled banner ads that appear across the web and in various apps.

Be top of mind when it matters most! Here’s how to run these ads:

• Navigate to ads.google.com to open up Google Ads.

• Make sure you're in "Expert Mode" which allows for a full range of customization and advanced settings.

• Initiate a new campaign.

• Select your campaign's objective and decide on the type of ad (such as Video or Display).

• Determine your bid, set the start and end dates, and fill in other basic details for your campaign.

• Specify a geographic boundary where your ads will be eligible to run.

• Under Audience Segments, locate "Search," then look for "Real Estate Agents." Select this option and continue building your ad campaign.

Beyond Buying Leads: The Importance of Marketing in Real Estate

Are you thinking BIG enough? When it comes to marketing and branding, loads of agents only scratch the surface, stay within their comfort zones, and often miss the mark because:

👉 They lack the necessary know-how to implement successful marketing.

👉 They're clinging to buying leads like a lifeline, missing a solid marketing plan to bring in steady business.

👉 They're spooked by the thought of unclear returns from their marketing efforts.

👉 For them, rolling up their sleeves to tackle marketing feels like facing a steep, uphill climb.

👉 They're not quite getting the big picture - branding isn't just a logo, it's about building long-term client relationships.

Stop scratching the surface. Dive deep and make your mark!

Harness the Domino Effect: Unleash the Power of a "For Sale" Sign!

Imagine a "For Sale" sign popping up on one lawn in your neighborhood. Then, almost like magic, a smattering of additional "For Sale" signs starts appearing here and there. This is the domino effect in action, subtly yet significantly sparking a vibrant real estate scene.

Ignite the Chain Reaction

Here's where you step in. It's time to supercharge the trend and take it to the next level. Go beyond the casual postcard, and embark on a full-throttle marketing blitz! Yes, postcards are good, but there's so much more you can do.

• Make calls to neighbors

• Knock on doors for face-to-face interaction

• Host open houses

• Film and post engaging social media videos

• Launch targeted online ads:  Meta, Google, YouTube, TikTok, and more.

• Feature the listing in your newsletter and email campaigns

Doing all this isn't just about selling a single house. It's about creating a buzz in the neighborhood—a buzz that can translate into more listings, sales, and satisfied clients.

Stay Top-of-Mind

The real estate game requires more than a flash in the pan marketing effort. While many agents may host an open house or send a postcard, this might not be enough to form a lasting impression. The secret sauce? Persistence and consistency.

Don't just spark interest and let it dwindle after a day or two. Commit to the long haul—be there for the whole season. It's crucial to stay in the neighbors' minds even after the "Sold" sign comes down. After all, the decision to sell might not happen immediately, but when it does, you want to be the first person they think of.

Remember, a continuous presence doesn't just show commitment, it helps build trust and recognition—two key ingredients in winning listings. Patience, persistence, and consistency are your allies in this game.

Your Turn

What are your top marketing tips and tricks to leverage your listings and sales?

Personal vs. Impersonal Channels: Mastering the Art of Relationship Marketing in Real Estate

If you’ve lost touch with your personal contacts and have become hesitant to just up and call them, but know you need to… Try using impersonal marketing/communication channels to reawaken stagnant relationships.

IMPERSONAL MARKETING CHANNELS:

• Sending postcards or letters.

• Distributing newsletters (print or email).

• Sending routine emails.

• Commenting on social media.

• Messaging via DMs.

• Inviting-to and hosting webinars.

• Inviting-to and attending larger, casual events.

• Sponsoring social media ads.

With your contacts reengaged, Take your relationships to the next level by utilizing personal marketing channels.

PERSONAL MARKETING CHANNELS:

• Making phone calls.

• Sending texts.

• Visiting via pop-bys.

• Organizing coffee meetups, meal gatherings, or activity-based meetings.

• Inviting to and attending smaller, intimate events.

• Writing handwritten notes.

• Recording personalized video messages.

In real estate, relationships rule.  To be chosen, you must be known. Don't gamble with chance – be the agent-of-choice.

The Trust Equation: Earning Referrals in Real Estate

In the real estate profession, success hinges on more than mere transactional interactions or casual conversations with clients. At its core, this business is relationship-based—a "know-you, like-you, trust-you" kind of operation.

Trust is a cornerstone, pivotal to creating an atmosphere where clients and contacts can confidently advocate for your services.

Consider this:  according to the National Association of REALTORS®, over half of buyers and about two-thirds of sellers link with agents via repeat business or referrals. This underscores the critical importance of your relationships and amplifies the powerful role that trust plays in driving your business forward.

Yet, trust doesn't grow on its own—it needs to be tended. When a client refers you, they're effectively betting their reputation. Consequently, your marketing strategy is tasked with providing the assurance clients and contacts require to recommend your services confidently.

Regardless of the method—be it postcards, emails, videos, or something else—your marketing should focus on forging a robust network that knows, likes, and trusts you.

So… Is your marketing strategy building the necessary confidence for your clients to easily vouch for your services?

Your Network, Your Net Worth: The Power of Your Network

👉 66% of Americans own homes.

👉 Approx. 8.5% move annually.

👉 More than 91% use an agent to buy/sell.

👉 The average person knows about 150 people.

So the potential of a 500-person database is…

500 (Your database)


x 150 (Dunbar's Number)


x 0.66 (Homeowners)


x 0.085 (Annual movers)


x 0.91 (Those using an agent)

Result:

≈ 3,500 sales per year.

Roughly 1/2 of buyers and 2/3 of sellers find an agent through repeat business or referrals. In real estate, you might say your network equals your net worth! MARKETING IS MATH: your database is an untapped goldmine.

But don't assume you're the only contender. You're either the agent-of-choice or an agent-of-chance — and chance rarely deals the winning hand.

Consider this a thought exercise. These numbers are a theoretical maximum, but they underscore the immense potential that’s within your reach.

Now’s the time to make every connection count!

Understanding Types of Real Estate Leads: Property, Process, and/or Professional Inquiries

Leads are the lifeblood of your business—yet they come with varying degrees of potential and require different handling strategies.

You’ve likely heard your peers complain about “lousy” leads. But it isn’t a matter of quality, it’s a question of intent.

By definition, a lead is simply somebody responding to a marketing offer, saying, "I'm interested!” What it all boils down to is the nature of the offer.

Context is key! If you fail to understand what motivated a lead to accept your offer, you're essentially left in the dark.

In real estate, for example, there are 3 fundamental offers:  property - process - professional.

1. PROPERTY - Offers focused on the real estate itself: e.g. listing inquiries, open house attendees, home-valuation requests, custom home-search subscribers, etc.

2. PROCESS - Offers concerned with the journey of buying or selling: e.g. downloadable PDF guides, webinar or seminar participants, etc.

3. PROFESSIONAL - Offers spotlighting the agent's expertise and/or reputation: e.g. social media solicitations, online review-driven queries, etc.

It's vital to acknowledge that not all leads are equal. While property leads might come in bulk, they often see you as an accessory to the main event, thus demanding a good deal of skill and finesse to transform them into loyal clients.

On the other hand, process and professional leads come to you because, well—you’re YOU! They recognize your skills and reputation; they've seen you in action and they like what they see. Hence, the conversion battle is already halfway won—ultimately, it's all about context.

The Dangers of Undervaluing Your Role: How to Convey Your Value as a Listing Agent

Are you underselling your role as a Listing Agent in your marketing, at the listing appointment, and/or throughout your transactions working with clients?

If so, you're risking potential clients missing out on the full range of your expertise. And if they remain unaware of what you can do for them, you risk being overlooked, undervalued, or potentially passed-over for competitors who more precisely communicate the benefits of their services.

So how certain are you that prospective sellers truly grasp the immense value you bring as a listing agent?

My advice:  don't shortchange your services—highlight the THREE fundamental roles you perform as a ListingAgent:

1. Marketing & Exposure -  You're not just listing a property, you're strategically showcasing it—implementing marketing tactics that cast your listings in the best light to attract the right buyers.

2. Negotiation High-Ground -  You don't simply accept offers—you tactically navigate them. By establishing a strong negotiation foothold, you work to secure the best possible price and terms that favor your clients.

3. Deal “Life-Support” - You're not just an observer—you're the linchpin ensuring a smooth transaction from contract-to-close. As many sales fall apart, your steadfast guidance and process helps hold deals together.

Generating High-Quality (Real Estate) Leads on Facebook: The Art of Lead Forms and Niche-PDF Offers

It’s time to circle back to Facebook ads (i.e, Meta ads). Here lately, “niche” Facebook ads have been paying-out in terms of generating high-quality leads, attracting both buyers and sellers.

Before I delve into the details, though, it's important to note that the introduction of Apple's "App Tracking Transparency Framework" has somewhat changed the game. Now, users are required to opt-in to allow apps to track their data across apps and websites.

Following the implementation of said new framework, in-app campaign objectives and conversion events have emerged as top performers. This is because they don't rely on tracking data outside of the platform. In other words, these objectives and events are not impacted by the changes in data tracking policies, making them a more reliable choice for businesses looking to generate leads and conversions across Meta platforms.

So, for instance, “lead forms” are a go-to method for capturing users’ contact info without sending them off platform… and offering PDFs, such as guides or lists, is an effective incentive to entice prospective leads to submit their information.

Navigating PDF Creation: In-House or Outsourced?

If you're looking to generate leads and capture contact information, offering PDFs such as guides, checklists, and whitepapers can be an effective strategy. Here are some options available for creating high-quality PDFs to help you entice potential leads.

• Create it yourself: If you have the necessary skills and software, you can create a PDF on your own. There are loads of free and paid tools available online that can help you create professional-looking PDFs, such as Canva, Google Docs, and Adobe Acrobat.

• Hire a freelancer: There are lots of freelancer market sites whereby you can hire a pro to produce a PDF, such as Upwork, Fiverr, and Freelancer. Look for freelancers who have experience in designing and creating PDFs, and make sure to check their portfolio and reviews before hiring them.

• Use a design agency: If you have a larger budget, you can hire a design agency to create your PDF. They will work with you to understand your business goals and create a customized PDF that meets your needs. Look for agencies that specialize in designing marketing materials, like brochures, flyers, and PDFs.

PDFs That Will Help You Capture More Leads

PDFs are a solid marketing offer to generate leads. Here are 11 different PDF concepts to consider building-out.

1. Coordinating your move: Tips for buying and selling simultaneously

2. Renting out your home and buying a new one: How to buy without selling

3. Understanding new construction: From subdivisions to custom builds

4. Affordability in real estate: How to buy on a budget

5. Selling your home: A comprehensive guide to do it yourself

6. Home improvement ideas that increase your property value

7. Preparing your home for sale: A complete guide

8. Downsizing: Tips and considerations for a stress-free move

9. Homebuyer's checklist: What to look for when buying a home

10. Home-selling made easy: Preparing your home for a successful sale

11. First-time owner: How to transition from renting to buying your first home

Steps to Run “Lead-Form” Meta Ads

If you’re ready to create a Meta lead-form ad that uses a PDF download to generate leads, simply follow these steps and start attracting potential customers straightaway.

1. Log in to your Meta Ads Manager account and click on the "Create" button to start a new campaign.

2. Choose the ad objective that aligns with your campaign goals. In this case, you’ll wanna choose "Lead Generation" since you'll be giving away a PDF in exchange for contact information.

3. Specify your target audience, set your budget and schedule, and your Placements (i.e., the places your ad will/won’t show)

4. Scroll down to the "Ad Setup" section and choose "Lead Form" as your ad format.

5. Click on "Create New Form" to start building your lead form. Choose a form type and customize the form fields based on the information you want to collect from your leads.

6. Add a custom disclaimer and privacy policy if necessary, and include an enticing headline and description that highlights the benefits of the PDF you're giving away.

7. In the "Thank You Screen" section, choose "Download" as your CTA and upload the PDF you want to give away. You can also customize the thank-you message and include a link to your website or other resources.

8. Review your ad preview and make any necessary changes before submitting your ad for review.

9. Once your ad is approved, it will start running on Meta and you'll start receiving leads from users who fill out your lead form and download your PDF.

Leveraging the Domino Effect: How to Use Other Listings to Attract More Listing Opportunities

When one property goes on the market, others often follow suit – a domino effect of “For Sale” signs that can trigger a sense of urgency among homeowners.

And the effect can extend beyond just nearby neighbors noticing yard-signs; it can be amplified through various channels, such as social media, postcards, emails, and other means, reaching a wider audience and potentially attracting more listings. That’s the game! Simply seeing other properties for sale can serve as a catalyst for hesitant homeowners, nudging them to take the leap and list their own homes.

In today's highly competitive real estate market, listing inventory is extraordinarily scarce. As a result, it's critical to promote your listings in a way that sparks interest and generates buzz, thereby leveraging each listing to attract even more opportunities.

Here are 4 channels you can use to market your listings that’ll attract more listing opportunities:

1. VIDEO:
   Video is a powerful tool for real estate agents to showcase their listings and their skills in showing and selling properties. To position yourself as a listing agent, consider creating a variety of videos, such as selfie-style property tours, short clips highlighting distinctive features, and/or pro-quality listing films. Share your videos across various online platforms, including your website, social media channels, and paid media, to reach both potential buyers and sellers. Videos can be a great way to make your listings stand out in a crowded market and generate interest in your services as a listing agent.

2. POSTAGE:
Direct mail is another effective channel for promoting your listings and attracting more opportunities. Consider using a mix of postcards, flyers, door hangers, and/or pamphlets to target neighbors and other potential sellers through multiple touch points. Depending on your budget, you may want to promote your listing with every change of status - active, pending, closed - to increase visibility and generate buzz. Mix up your postage and time your touch points strategically to garner the consideration of prospective sellers in your target market. Direct mail can be a great way to make a memorable connection with potential clients and demonstrate your expertise in the hyperlocal area.

3. SOCIAL:
Social media is a crucial channel for real estate agents to reach potential buyers and sellers. However, it's important to stand out in a sea of "coming-soon," "just-listed," "under-contract," and "just-sold" posts. To make your social media efforts more effective, liven up your posts with case-study commentary in the caption text, run ads targeting locals, share in relevant Facebook Groups, and even post in Facebook Marketplace to increase your exposure to actively-searching buyers and prospective sellers. The game is to up your exposure to potential clients and showcase yourself as a busy and successful listing agent.

4. EMAIL:
Email marketing is a powerful tool for real estate agents to stay top-of-mind with potential clients and promote their listings. However, it's important to provide value to your existing contact list rather than just "blasting" them with listing updates. To make your email marketing efforts more effective, send value-packed emails to your database and sprinkle in your listings to showcase yourself as an active, working listing agent. This could include market updates, local news, home-buying and selling tips, and more. The goal is to build trust and credibility with your contacts and stay top-of-mind when they're ready to buy or sell.

The Comeback of Home Valuation Ads: a Step-by-Step Guide to Generating High-Quality Seller Leads

If you're a real estate professional who’s been in the industry for a few years, you probably remember the trend of using your own home valuation landing page to generate seller leads. Basically, your own version of a “Zestimate.” While the method was effective in the beginning, it became a tad worn out over time.

But everything comes full circle — what goes around comes around, so to speak. Once again. Home valuation ad campaigns are crushing as a means to generate listing leads.

With the current (and fluctuating) state of the housing market, many homeowners are questioning the value of their homes, so they're turning to Google and searching for answers. Herein lies a unique opportunity to capture seller leads by creating home valuation landing pages and running ads to drive traffic to those pages.

FOLLOW THESE STEPS TO GENERATE HOME VALUATION SELLER LEADS:

1. Set-up or Selerct a Home Valuation Lead Generation Service: You can either set up your own landing page using whatever your website provider offers (e.g. Ylopo, BoomTown, Chime, Real Geeks, Real Estate Web Masters, et al.) or choose a specialized service to host and publish a customized home valuation landing page, such as Home Value Leads, Prime Seller Leads, or other similar services.

2. Customize Your Landing Page: Once you’ve chosen a service provider, customize your landing page to ensure it reflects your branding and messaging. For instance, make sure the landing page is mobile-responsive and visually appealing, with a clear and concise headline that aligns with the offer—i.e. prospective sellers looking for a home valuation.
   
   What’s more, make sure the page is “beefy” in that you’ve added-in relevant and informative content:  e.g. text, videos, images, keywords, and more. Finally, make sure to include a compelling call-to-action (CTA) that encourages visitors to fully submit their information.

3. Drive Traffic to Your Landing Page: Use a mix of online and offline marketing channels to reach potential leads. For example, you can run targeted ads on social media platforms like Facebook and Instagram, create Google Ads campaigns with relevant keywords and ad copy, or even use QR-coded direct mail campaigns to targeted neighborhoods. Once again, ensure that your ad campaigns have a clear and compelling message that resonates with your target audience and drives them to your landing page.

4. Follow-Up with the Seller Leads: Once a lead has submitted their information on your landing page, it's essential to follow up with them in a timely manner. Ideally, you should call, text, video-message, and/or email as quickly as possible to capitalize on the recency of their form completion, and thus, work to build a relationship by answering whatever questions they may have. Use a CRM system (e.g. Follow Up Boss, et al.) to organize and track your leads, and set reminders to follow up with them at regular intervals.

5. Book Listing Appointments: The ultimate goal of generating home valuation leads is to book pre-listing or listing appointments. Be both persistent and patient with your leads, and try to build a relationship based on trust and value. Perhaps consider offering some additional resources, such as free home seller guides, market reports, or personalized consultations to further nurture your leads and increase your chances of conversion.

And by the way… The best part about these campaigns right now is that the leads generated through these ads have an unusually high rate of conversion. What I’m saying is that agents and teams have been very effective at getting appointments and actually taking listings because of them. So not only are you generating leads at a low cost per lead, but you're also getting high-quality leads that are more likely to convert.

Home valuation ads may be an "oldie," but they are certainly a "goodie" in today's market. If you want to grow your business and stay ahead of the curve, it's important to adapt to changing market conditions and utilize new (and/or “renewed”) methods of lead generation.

Don't Be a Half-Marketer: Why building a strong brand is crucial for generating and converting leads

I've always believed that the purpose of marketing boils down to two key objectives: building brand awareness and generating leads.

The former is all about getting your brand in front of as many eyeballs as possible, whether that means attracting attention, generating consideration, or any number of similar outcomes. The latter is about turning that attention into concrete actions:  form-fills, inquiries, sign-ups, and so on.

The question is, is there any set order to it?—that is, are you supposed to build a brand that attracts leads OR run campaigns to lead generate and then brand to nurture?

The obvious answer is:  YES! Now, I’m being a slightly tongue-in-cheek… But the point is, It’s not the order of objectives that matters; it’s the fulfillment of both. Too many businesses are only “half marketing," leaving opportunity on the table. Don't let your business fall into that trap.

Building a brand without a plan to generate leads and drive actions is like growing grapes only to let them wither away on the vine. Don't let your hard work go to waste. Conversely, focusing solely on lead generation without investing in building a strong brand can be like plucking grapes off the vine before they've ripened. To those leads, you're just another unknown entity vying for their attention. It’s far more difficult to convert unripened leads, if you catch my meaning.

What I’m getting at is… brand-building and lead-generation are like interlocking gears … one spins the other and so on. Are you effectively doing both or are you only “half marketing?”

(Photos by the extraordinarily talented Idris Erba during the 2023 Tom Ferry Elite+ Retreat.)

How to "Fill the Funnel" and Stand Out as a Real Estate Agent in 2023

As a real estate agent or REALTOR®, it's crucial to stay on the lookout for new lead generation opportunities in order to fill your pipeline. With more agents in the market and fewer sales projected for the year ahead, competition is only going to increase. This means that it's more important than ever to stand out and establish yourself as a top choice agent in your local community.

Loads of agents, I fear, are gonna play it passively—doing what they’ve been doing like nothing’s changed. They’re in for a surprise.

One way to stand out is by utilizing tried-and-true tactics like hosting open houses or updating your profile on agent referral sites (e.g. Homelight, UpNest, and so on). These simple methods can help you connect with potential buyers or sellers in your local market.

Another key to success is to stay connected with your database, that is, your past clients and sphere-of-influence contacts. By consistently staying in touch and offering valuable information and assistance, you can become the go-to real estate agent for these individuals. Building mindshare is crucial for capturing market-share in the competitive world of real estate.

In addition to these traditional methods, it's also important to consider the role of personal branding in your lead generation efforts. This can include getting reviews, utilizing video marketing, and stepping up your email marketing efforts. By building a strong and recognizable brand, you can differentiate yourself from other agents and, as a result, attract more business.

Overall, the key to success as a real estate agent is to be proactive and constantly seek out new lead generation opportunities. By filling your pipeline with a steady stream of leads and building a strong personal brand, you’ll be positioned to dominate in 2023.

6 Overlooked Places to Include Calls-to-Action (CTAs) to Boost Conversion Rates

If you want more business, sometimes it’s simply a matter of presenting customers with an offer.

A call-to-action (CTA) is a statement or button that prompts a prospective customer to take a specific action, like visiting a certain web page, downloading a PDF, or filling out a contact-form.

Some calls-to-action are “lead-generating” in nature and some are “lead-converting.”

• Lead-generating:  e.g. home valuation offers, a custom home search, downloading a buyer- or seller-guide, or sign-up for a newsletter.

• Lead-convertring:  e.g. schedule a buyer or listing consultation, making a referral, or placing an inbound call, text, message, or email.

Loads of businesses overlook the importance of calls-to-action in their marketing usually because they aren’t clear on the customer’s journey and, thus, don’t know which offers will or won’t move customers forward. My advice:  define your CTAs and incorporate them all throughout your marketing. 

Including calls-to-action throughout your marketing can help to clarify the desired action for your audience, track the effectiveness of your marketing efforts, and ultimately, yield more business.

6️⃣ Overlooked Placements to “Nest” Your Calls-to-Action:

1. Email Signature:  Your everyday emails have nearly a perfect open rate. What’s more, the average professional sends 40+ emails a day. All that said, your email signature is a prime spot to incorporate your business’s calls-to-action. Keep it non-excessive, though—too many CTAs will water-down your results.

2. Google-Business-Profile Products:  Use the Products section of your Google Business Profile to link-up your calls-to-action. For example:

• Search for homes

• Request a home valuation

• Schedule a property tour

• Download buyer/seller guide

• Join the team

3. Social Profile Link-in-Bio:  Profiles on platforms like Instagram and TikTok apportion users one clickable link in their profiles. What’s more, these sites don’t permit links to be included in posts. Thus, the "link-in-bio" functions as “link dispatch,” of sorts. Use tools like Linktr.ee or Liinks.co to direct traffic to your content and CTAs.

4. YouTube Default Text:  In your YouTube Studio, tap Settings and then Upload Defaults to compose pre-set text in the Description field that’ll appear automatically with every next video you upload. Formulate text that'll drive viewers to your calls-to-action:  e.g. social media links, key landing pages, your sign-ups, and so on.

5. Pinned Posts:  Use the "Pinned Post" feature of platforms like Instagram, Facebook, and TikTok to feature select posts. For instance, pin a post that’s the most exemplary of your content in terms of what new followers can expect of you and/or pin a video that outlines what you do and how customers can opt to do business with you.

6. Messenger Chatbots:  Messenger bots (like ManyChat) are activated by direct-message keywords. In your Instagram bio, for instance, instruct users to message you terms like “Buy” or “Sell” to activate automated chat sequences tailored to your CTAs—like a home search, home valuation, or a different type of offer. Construct custom dialogues to your liking.

Home-Valuation Seller Lead Generation Campaigns for Realtors in 2023

About two weeks ago I participated in a MEGA listing-agent mastermind hosted by Tom Ferry. We’re talking about agents/teams listing-and-selling hundreds of homes a year.

Each member of the mastermind shared their top tactics for generating seller business and, to my surprise, home-valuation styled campaigns are paying-out dividends right now.

I know, I know… you’re thinking… “Weren’t those overplayed like four years ago⁉️” That’s what I thought too.

However, as real estate headlines fear-monger about the future of housing ad-nauseam, consequently, many homeowners are wondering about A.) the value of their home and B.) the timing of their next move.

Tools like HomeBot, NAR’s REALTOR® Property Resource (RPR), CloudCMA, or HomeValueLeads, for instance, equip agents and/or teams with websites that capture seller contact info when performing an automated/aggregated range of value to inquiring homeowners. Just like always, though:  the money’s in the follow-up. 📲

At a super high level, there are a couple different ways to deploy a campaign like this:

• PAY-PER-CLICK:  Setup search campaigns across Google, YouTube, Bing, and DuckDuckGo that link to your home-valuation landing page.

• DIRECT MAILERS:  Print and distribute a simple mailer that states the offer directly above a QR-code hyperlinked to your home-valuation landing page.

The part that was most astounding to me was the impressive rate of conversion these agents/teams have been achieving -- anywhere from 1.5% up to 10% of leads entering into signed listings w/in 30 days of initial lead-capture. In case it’s not self-evident:  WOW! 🤯

The Silver-Lining of Leads that AREN’T Ready to Transact When Generated

What’s your plan to EARN a prospective customer’s business?

Per Market Sherpa, 73% of leads (across all industries) AREN’T ready when generated. That’s no surprise—in fact, it’s somewhat of a relief. Especially in real estate… because, if your leads were ready as soon as you got ‘em, then—based on the data—your rate of conversion would absolutely tank. Lemme explain…

According to research from the National Association of REALTORS® the vast majority of home buyers and sellers opt to hire a real estate agent with whom they’ve worked in the past or by virtue of a referral. Here are those percentages over the past several years:

HOME SELLERS:

• 2017:  64%

• 2018:  63%

• 2019:  66%

• 2020:  67%

• 2021:  68%

• 2022:  63%

HOME BUYERS:

• 2017:  54%

• 2018:  53%

• 2019:  53%

• 2020:  53%

• 2021:  60%

• 2022:  50%

(Sidebar:  due to a severe lack of housing inventory in the first half of 2022, many buyers, likely frustrated with losing in multiple offer situations, resorted to contacting listing agents directly and/or inquiring about homes via yard-signs. What’s more, first-time-homebuyers—due to affordability issues, mostly—accounted for far fewer sales than in prior years. As the marketplace adjusts and “normalizes,” I’d wager REPEAT/REFERRAL percentages will reclaim lost standing.)

If you Google “Best Realtors in {CITY},” for instance, you’ll get a wide array of results:  Yelp, Google Reviews, agent-referral sites like MyAgentFinder, Zillow, and more. The tricky part, however, is that those sites hardly ever list any of the same real estate  agents, which begs the question:  can they be trusted?

Consequently, many consumers simply opt to work with a real estate agent they’ve used in the past or place their confidence in the recommendation of a trusted confidant. And herein lies your opportunity to move your leads from “friend-zone to end-zone,” professionally speaking.

With time, the intent of your leads will mature. That’s your window of opportunity to “win ‘em over”—to become the know-you, like-you, trust-you AGENT-OF-CHOICE.