How to Effectively Use eBooks for Real Estate Lead Generation
By Seth Price
About Inbound Marketing
“Great content and great sales copy are about being a really good listener.”
— Seth Price
Generating a large quantity of high quality leads is crucial to any business. But with the proliferation of online marketing tools and the tsunami of information in general, making sure you have something valuable to offer is often the difference between capturing a lead and having a visitor bounce from your site. That’s where eBooks come in.
But, before you get started, you need to identify your target audience and the desired goal for the conversion. The challenge for most marketers is that just adding an opt-in form on a page isn’t very effective. The key is to hone in on what motivates your potential customer, what keeps them up at night, and what questions they ask that you could possibly answer. From there you can work on the mechanics of lead generation. While you don’t have to use all of these tactics, most lead generation campaigns contain four critical elements to connect all the dots.
“Your customers are real people, figure out how you can help them, then do more of that!”
— Seth Price
Now, let’s pretend for a moment that I’m still an agent that wants more seller leads so I can drive exposure in my market for both buyers and sellers. With that target market, we need to do some customer research. What’s important to them, those ever valuable sellers?
Having bought and sold property myself, I’d personally be interested in what the market was like, when to sell my house, how to prepare it properly, and how to get the best price. Those are just a few of the multitude of questions that sellers might ask you. To quickly do some informal customer research, I suggest getting your team in a room, handing out post-it notes, and asking them to write down every question a seller has ever asked, no matter how trivial it might seem. Make sure you include your receptionist and admin in the brainstorming session. Better yet, include anyone who interacts with customers and prospects. Next, rank that list into questions asked most often, down to questions asked every once in a while. The questions at the top of the list should give you a good start on creating a compelling offer / reward for your lead capture machine.
“Giving away your most valuable content is the fastest way to build your list.”
— Seth Price
Once you hone in on the reward, take the time to create a digital deliverable that really represents that value proposition. Good design, professional writing, and research all help to distinguish a valuable ebook from something that misses the mark, or worse, doesn’t capture the lead. Download The 2014 Real Estate Seller’s Guide eBook to get started with your real estate lead generation. This eBook template should give you an idea of how to think about packaging a digital offer.
Let me know what you think and what works for your lead capture. I’ll be sure to respond.
Published on November 20, 2013
Written by Seth Price
Seth is a brand and marketing strategist with 20 years of digital marketing experience. He’s the VP of Industry Relations at Placester, author of the upcoming book Road to Recognition and host of The Craft of Marketing and Marketing Genius podcasts. As a speaker, writer, and marketing workshop leader, Seth brings levity, mentorship, and a dose of reality to the businesses and entrepreneurs he coaches.