Creating Lead Generation

This is the final entry in our 11-part series on mistakes real estate agents are making on social media that may be costing them leads. In this entry, we tackle the crux of the matter: lead generation. Ultimately, all tactics and strategies must lead to this one thing, acquisition of a paying customer. Here, we look at how you can use social media to generate leads, something most real estate agents are not doing, even though they are pilling in the effort to generate engagement on their social media profiles. A key lesson to learn here is that social media is a sales funnel like any other strategy. At the very tip of the funnel is conversion, and that is what all your social media marketing efforts should be focused on. So how can you position your social media efforts for lead generation? Try these ideas:

CTA Button

Most real estate agents miss this one because they feel like the links they provide in their posts are enough to send people to their website and onwards to their contact page. But that is a long journey and you may lose several leads before the destination. To give your audience an instant way to contact you, provide a contact button on your social media page. This can lead to either a contact form on your website or chat within the social media platform. Facebook is especially easy to implement because the button can click through to Facebook Messenger, which has some great business tools you can use like automated replies and open hours. Your button can also send your leads to a landing page on your website where they can put in their email to get more information. The point here is to have a CTA button that people can click on to easily enter your conversion funnel.

Ask for Engagement

As you build out your social media strategy, figure out what specific calls to action you will build into your posts to stimulate engagement. This could mean running posts that are optimized for engagement like quizzes, competitions, or trivia. The idea here is to always have posts that encourage engagement from your audience rather than provide a closed-off format. If your posts are not engagement-oriented, try and end them with a question. What do you think? Any more ideas we can add? How would you approach this situation? Which one do you like better? These and other questions are a fantastic way to draw in your audience to be more participatory. When you do this, you may find opportunities to jump into conversations in the comments and escalate these to direct messages. When your audience is engaged, it is easier to spot prospects and approach them to turn them into leads.

Boosted Posts

Occasionally, create a post that is promotional and that compels users to perform a certain action such as subscribe to your newsletter or download an e-book. Create this like any other post then promote it as a boosted post to your audience. Make it clear that it is a promotional post that is pushing a certain outcome. Be sure to include an outbound link that goes directly to a landing page that has the same messaging as the post. Do not send people to your homepage. They will get there and not know what to do. If you are promoting a hot new listing, for instance, create a dedicated landing page for the listing and an email capture form for anyone interested in finding out more. Be sure to make it clear, however, that this listing merits the extra attention for some clearly outlined reasons. Avoid doing this for all your listings as this will only reduce the appeal of your social media profile.

Social media can be a powerful source of leads when approached correctly. While these tips can offer insights into how to do it, it may be prudent to work with a social media marketing company who can help you optimize your social media profiles for conversion. This process, known as conversion rate optimization or CRO, is a technical and specialized process that will help you turn your social media profiles into lead generation machines.

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