Real Estate Marketing Academy

The Online Real Estate Leads Workflow for Top Producers

By Matthew Bushery

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Too many agents have “set it and forget it” websites that get covered in digital dust and fail to get found in search engines.

In this day and age, you can’t afford to have a REALTOR® site that doesn’t help your goal of becoming a top producer.

You need to be proactive with content creation and lead capture to keep your digital presence — and business — moving in the right direction.

With that in mind, let’s explore the five phases of generating online real estate leads via your agency website:

1st Phase: Getting your audience to your site.

  • Secure a responsive REALTOR website.
  • Add your core pages and contact info.
  • Optimize for your audience and search.

These are the essential steps you have to take when launching (or relaunching) your agency website to get in front of potential leads and clients — but they’re just the beginning .

Content marketing is an ongoing task. It never ends.

That statement may frighten those looking for the quick-and-easy route to expand their online presence— but it shouldn’t.

Why? Because content creation doesn’t have to fall solely on your shoulders.

Many agents today — including and especially top producers — rely on personal assistants, guest bloggers, marketing firms, and freelance writers to aid their content marketing.

That’s not to say these real estate pros aren’t heavily involved in their content strategies. Instead, they realize the importance of using relevant and valuable information to attract prospects actually interested in their markets or hiring their agencies to their sites, and get help to produce it.

The too-long-didn’t-read version of our point? Ensure fresh content is published to your REALTOR site each week by any means necessary to begin your online real estate leads plan in earnest.

Without that content, the chances of securing new prospects from your web presence diminish greatly. You don’t want those leads entering other local agents’ CRMs instead of yours, right?

2nd Phase: Optimize your content to make it search-friendly and insightful.

As important as it is to churn out one informative page after another, it’s equally crucial to optimize those pages — both when they’re published and over time.

The initial optimization comes the moment you or an associate finishes a content asset:

  • You examine the page/collateral in question to ensure it “speaks” to your niche buyer or seller audience.
  • You ensure the copy sounds natural in tone and the style and structure of the page make it easy to read.
  • And then you add in commonly searched, pertinent, long-tail keywords to boost those pages in search.

It’s this last part — optimizing content intended to help you get more online real estate leads from Google — that needs to be revisited once every couple of months.

The way keywords work is they fluctuate in terms of popularity and relevance. Here’s one rough example:

  • One month, a long-tail keyword you use for a blog post — like “Boston homes for sale” — may generate upwards of 1,000 monthly average searches by your target audience.
  • The next month, that exact keyword may dip in popularity significantly. If this ends up being the case, you should think about replacing that keyword with a more highly searched one.

Of course, the opposite can be the case: A keyword that you’ve used in the past increases in search volume. In this instance, you’re golden: You can leave the term in your site content, knowing it’ll help you rank organically.

But when you check Google Keyword Planner or another keyword inspection tool to determine the effectiveness of keywords across your site and find your core ones lower in search volume, it’s time to take action.

There may also be occasions when a certain page ends up with dated information on it:

  • A local business reviews page may need to be updated if some of the shops and restaurants featured have closed since initial publication.
  • A community page detailing time-sensitive events in your housing market, like annual or seasonal festivals, may need to be refreshed.
  • A blog post featuring local real estate market statistics for a given month or quarter ought to be enhanced with more recent data.

In these situations, you want to take a similar tact to your keyword upgrade plans: Write up some new copy and, where necessary, secure some new images or videos to take the place of the out-of-date content.

View our webinar for more tips on how to get online real estate leads — and turn them into clients.

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3rd Phase: Incorporate one custom lead capture form on every single page of your real estate website.

Now we get to the good stuff: adding lead capture forms to your now-optimized REALTOR website.

Phases one and two focused on boosting your site traffic and ensuring your visitors find your content irresistible. Phase three is all about conversion.

In a perfect world, prospects who land on your site would see your phone number and email address and contact you ASAP to set up a meeting.

We don’t live in this world, though.

In fact, most of your visitors won’t make a decision to contact you or fill out a custom lead capture form until several site visits later (meaning days, weeks, or even months after their first pageview).

Once they are ready, it’s crucial that you have every page on your site prepped to capture those future leads’ contact details.

This is the four-step form implementation and testing process you should put into play for your site:

  1. Determine which site pages get the most traffic. These are the ones where you’ll want to keep a close eye on your form performance and make it easy for people to get in touch with you quickly.
  2. For the pages with lower traffic totals, experiment with the length, placement or wording of those forms.
  3. All that’s needed from here is time: Give each form at least a month to generate new online real estate leads.
  4. Forms that generate lots of leads get to stay, while those that don’t are replaced with brand new forms.

There are two main types of forms: Those that sit alongside a piece of content (like a blog post that is available for anyone to read), and those that sit in front of a piece of content (like an ebook that you can only download if you share your contact information).

Whether you put crafted guides and reports or free buying or selling consultations behind your forms, just be sure you test a wide variety of offers.

Once you know which ones click with your audience and get them to convert, you can focus on using those throughout most pages of your website.

4th Phase: Nurture newly earned online real estate leads ASAP.

The beauty of getting online real estate leads from your website is that your CRM will show you the exact moment they became a viable prospect.

This, along with other info that comes in when prospects convert — like which form they filled out and what their housing preferences are — can inform who you should contact next.

For instance, if you notice a seller lead filled out your home valuation page form to get a quote on their property, that’s a pretty strong indication they may be looking to sell sooner than later.

If they simply downloaded a piece of content from your website, they are a little less likely to be a warm lead.

In the case of the home valuation request, you don’t want to wait a day or two to contact them. Rather, you should get in touch as quickly as you possibly can.

According to one study, lead-to-client conversion rate improves 391% for sales reps in any industry if they call a lead within one minute of lead conversion.

Think about that stat for a minute: Immediately grabbing your phone and dialing your newly earned online real estate lead could turn them into new business … whereas waiting can decrease your chances dramatically.

You, like all other current and aspiring top producers have a lot on your plate each and every day — including working with actual, current clients.

Consistently missing out on conversion opportunities like this, though, can derail your plans to scale your business further.

If time is your only “enemy” to winning new clients, then practicing how to beat the clock should be your primary goal.

5th Phase: Continue padding your CRM with website leads to keep growing your bottom line.

Here’s a sentence you should repeat to yourself every so often: “I can’t work with all online real estate leads that I generate.”

That simple truth may hurt, but it’s ideal to remind yourself that it’s just not possible to close every prospect earned.

This doesn’t mean there isn’t value in attracting as many digital real estate leads as possible. In fact, you should still make it a goal to exceed your lead gen totals with each passing month.

If you close enough deals with leads-turned-clients, you can grow your team, add sales reps, and even someday manage a large team.

This means all of those buyer and/or seller leads you obtain online don’t go to waste. Instead, they go to employees working under your brand who finalize transactions that pad your pocket. Not bad, right?

The ultimate goal of many real estate professionals is to not only become a top-producing agent, but also one day operate a firm that features dozens of top-producing agents.

Even if this isn’t your particular goal, it’s always nice to have a CRM that features a seemingly endless number of prospects you can choose to nurture.

Like practically all other enterprises, real estate is a numbers game: The more leads you have to work, the greater your odds are of earning more business.

Make it a prime objective to keep this visitor-to-lead-to-client conversion process moving in the right direction, and you’ll be able to get the online marketing ROI you’ve always desired.

Learn how Placester’s real estate marketing tools and services help agents earn more leads online:

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