If you think having a website is all you need to generate good business, you're wrong. It takes more than just having a website. Even if you have plenty of traffic and you attract plenty of leads, there's no guarantee those leads will become clients.
Lead generation campaigns actually producing new business contain multiple elements including:
- Strategic Traffic Generation
- Good Calls to Action
- Effective Lead Nurturing
You can get the first three right and do very well, but without effective lead nurturing, you could be losing more business than you know. Producing new clients requires you to nurture your real estate leads. One of the best ways to do this is with high-quality content.
What is Lead Nurturing?
Before we get into how to use content for lead nurturing, it's important to understand what it is exactly. Lead nurturing is a system used to continue the conversation with a prospect. It goes beyond the initial contact and keeps the conversation open until the person becomes your client. With useful information, you can keep your brand and name in front of leads until they are ready to buy or sell their home.
Nurturing Leads with Content
There are three basic avenues used to nurture leads with content and they all work together. You will need an active blog, social media profiles and the ability to contact leads through email.
Real estate leads are not always ready to buy or sell when they first contact you. In fact, very few will be ready immediately. This doesn't mean the lead is unworkable or a bad lead.
Sooner or later, they will be ready to buy or sell and you want to have built a relationship with them. Your blog provides one of the main avenues for relationship building with new leads. With 9 out of 10 home buyers using the internet for their search, your website and blog provide a necessary tool for lead nurturing.
Your blog should include posts about the real estate market, your community, and even some unconventional topics or opinion pieces. When you become a source of information for leads, you have a better chance of being the one they turn to when they are ready to buy or sell.
With the popularity of Facebook, Twitter and other social media sites, you can't ignore this step in the lead nurturing process. Share your blog posts on social media, but make sure you do more than just share your content. You can also answer questions customers may have through Facebook or Twitter and share other articles/content you find that your audience might find interesting.
Connecting directly with lead can be very powerful. You want to add value to a bi-weekly or monthly newsletter, which may contain blog posts, real estate news, upcoming events, recently sold properties and more.
Every lead represents an opportunity, even if they don't become a client for a year or longer. Make sure you're nurturing your leads with excellent content to ensure they become your client and not your competition's client.