Real Estate Lead Generation – Part 2

We’ve covered some of the basics of a holistic real estate lead generation strategy in part 1 (and if you haven’t read it yet, click here!). 

This strategy framework can work for your real estate lead generation plans – whether you’re looking to own your market through organic results, paid results, or a mix of both.

I know – this is a lot of information. 

All of these best practices for lead gen strategy are suggestions that can be taken in small chunks to create an overall strategy.

But now it’s time to move on to our last four bullet points. To remind you, those are: 

• 6. Finding a scheduling tool that works for you
• 7. Creating a content calendar based on your SWOT strategy
• 8. Go easy your first month – don’t burn out!
• 9. Check your Social Media insights. Look for trends or pivot points.

Finding a scheduling tool that works for you

Remembering to post something on your social media? That’s a thing of the past now! 

In our diverse world of ever changing technology, there are plenty of scheduling apps that take the work out of posting so you only have to worry about your daily essentials.

There is some dissention in the ranks of social media managers on whether or not using a scheduling program affects your posts organic reach.

Here’s what I suggest: test similar content for 2 weeks with a scheduler, and 2 weeks posting manually to see what works!

What you don’t want to do: curate awesome content only to have it reach very small segments of your audience.

That said, here is a Top 3 list of common favorite social media posting and scheduling tools:

• Loomly: This incredibly powerful management platform is crisp, clean, and intuitive! Base plans range from $20/month for those who have 10 or fewer social accounts.

Pros: Setting various calendar workflows. This can come in handy when you need pending approval with edits before you post.

Cons: No conversion tracking which can be frustrating to track analytics. Also there is no free version.

• Promo Republic: Hello, full-scale management! Promo Republic offers a range of different plans that cater to everybody. Schedule posts and enjoy the access to graphics and editing tools. Pricing starts at $49.00/month and does offer a free trial!

Pros: Great support team, easy tips and suggestions to make your posts more engageable and scheduling.

Cons: The mobile app is known to be fairly limited in its functions and it works best with a laptop.

• Hootsuite: So. Much. Access! Hootsuite and their platform is great for the advantage of managing multiple social networks at once. They have a free version that’s limited to three networks. The pro offers more networks at $45/monthly.

Pros: All-in-one interface which allows for viewing of tabs and engagement. Able to use multiple social networks and connects to Instagram, WordPress, Twitter, Facebook, and LinkedIn.

Cons: The interface can be a struggle to learn which means a longer learning curve. 

For more ideas with scheduling tools, click here for options!

Creating a content calendar based on your SWOT strategy

We’re coming full circle!

Remember the Strengths, Weaknesses, Opportunities, and Threats you filled out earlier?

Now we get to take that and put it into calendar form.

When reviewing opportunities for their business, many real estate agencies and brokers realized they are low on content.

Content is a terrific part of a real estate lead generation strategy! The right content can help introduce your reader to ideas, and even move them toward a desired action (becoming a lead in your email system and CRM).

The first step to creating content to to create a content calendar to help you schedule and organize your ideas.

A content calendar can revolve around a few central ideas.

Some examples include:

• Home Ownership Tips
• Living in (your city) and what you can do there
• DIY home renovation projects 

These examples can give you guidance when sorting through your content calendar. 

Also helpful – write content about what is trending, or content around keywords that historically have higher search volumes.

Think through interesting things, places, restaurants, etc. in your area that make it unique to those looking to move or relocate. 

While it may sound counter intuitive, your social media and content is not about you-it’s about providing value to potential clients. 

If you have a genuine desire to help people, it’ll shine through your content. 

Always focus on providing value to people instead of thinking how it’ll benefit you directly. 

Go easy your first month – don’t burn out

This should go without saying but –

Don’t go too hard your first month!

Burnout is all too real, and it’s just as easy to fall into the mindset of “Do more, do more, do more” until you hit a brick wall. 

Tackling bite-sized pieces of information and tasks is the way to go! Remind yourself that progress isn’t always liner, and also remember that some days will be harder than others. 

To avoid burnout, here are a few easy steps to take.

1. You won’t always be motivated: be disciplined

Discipline trumps motivation. Instead of waiting for motivation to work on your content calendar, work on it for 30 minutes then take a break!

2. Track your progress

Keeping updated on all your progress, even little progress, will serve as an encouragement as you take one day at a time.

3. Don’t forget to delegate!

If you feel yourself becoming overwhelmed and frustrated, don’t forget there are options. Delegate tasks to your team or if you’re solo, maybe consider hiring a freelancer.

Check your social media insights. Look for trends or pivot points

Analytics and learning how to read them is essential for business practices. They help track engagement, reach, and impressions made on your audience. 

To go a step further, you’re also able to track which articles are doing the best on your website and what content your audience is engaging with the most.

Don’t forget to look at pivot points and trends! 

Pay attention to what is present everywhere you look. 

For instance, Instagram stories tend to see more connectivity than actual Instagram posts. Play around with stories and add a few of your own.

Additionally, video is huge right now. If you’re able to do a little behind the scenes action when touring a property, do it! 

Adding various methods of content to your social media will help you stand out from the crowd.

Summary

While there are lots of steps for a lead generation strategy, give yourself plenty of time to develop what works best for you and for your team.

Lead gen is how a business goes from “What should we do now?” to “We have the plan; let’s implement it.”

If you’d like help with YOUR strategy, let’s talk! Book a call with me here.