Once a lead is captured, with an advanced marketing automation solution, you can immediately start nurturing them.
Getting leads is one thing, but retaining, nurturing and closing them is another. How do you take care of your leads? How to stand out and how to offer a better online experience than your competitors?
A well-working lead generation strategy is a balanced combination of various tactics: online and offline. The key is to have multiple touch points with your potential customer to collect leads, and then decide how to take them closer to the purchase decision.
In the real estate industry, you may reach a lead, who is ready to buy but only in 6-12 months.
So, when that window of opportunity opens, how do you make sure you are listed as a potential agency?
Start a conversation, provide value and drive traffic to your website and landing pages showing the properties you are selling. Use lead capture ads on Facebook to target and capture leads.
Once a lead is captured, with an advanced marketing automation solution, you can immediately start nurturing them:
First of all, make sure your website is mobile optimized. Most of your visitors browse your website on their mobile devices.
Also, place a pop-up on your webpage to ensure the visitors subscribe to your updates.
A short and concise pop-up form increases the chance to collect more subscribers. For example, the form on the D&B Real Estate webpage has only two fields.
Provide lead hooks to collect more email subscribers. Lead hooks can entail various content, for instance:
If you capture visitors email address, you can retarget with an email after the website visit with relevant content.
Tip: To measure the effectiveness of your newsletters, track open rates and click-through-rates with an email marketing tool. This will give you an overview on which content performs best.
You captured an inbound lead, put their details in CRM, understood their requirements, but what’s next?
Once you know if the lead is, for example, a buyer, seller, tenant or landlord looking for a certain type of tenant or property, you can automate trigger emails:
Once a lead has been turned into a customer, marketing automation can trigger:
People do not want to be bothered by sales messages, but if you provide value and show expertise in the material you provide, people start appreciating your efforts.
Start blogging (which Google and other search engines love!) with topics that interest your audience.
Sotheby's International Realty publishes engaging industry-related articles on its blog that are also shared in the company's newsletters.
Landing page is a great way to maximize your inbound campaigns. It is a simplified and informative webpage aiming to capture lead’s details, i.e. get a visitor to fill in a form and leave their required details.
Landing pages are effective for growing your email list and generating leads.
Ask only relevant information that helps you to capture the lead and move them forward in the customer journey. When people visit the landing page but do not fill in the form, you can remind them with another email on the following day. For instance:
“Thanks for showing your interest in our off-plan project. Click here to get more details about it!”
And finally, the last tip:
We have seen many times that this strategy does not work over time. Most likely your competitors are already using the same database. Overloading recipients with the similar content will not bring much value and can even jeopardize your reputation.
Elena is a Marketing Coordinator at Liana Technologies. When you don't see her passionately writing a new blog post for Liana, you can find her baking delicious cheesecakes or jogging. You can connect with her on LinkedIn.
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