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- Tip Tuesday #006 Get Real Leads Easily
In order to make money as a real estate agent, you need a well-constructed "lead gen funnel."
A lead gen funnel is a simple journey that you take your audience through, increasing the chance that they become a real estate client with each step.
Back in 2015, I started my online marketing business without a funnel and saw relatively poor results.
Fast forward 8 years and my business is much larger than I would have ever expected and runs through an intentionally designed lead gen funnel.
AND the best part, most of my leads are free, which increases my ROI (return on investment).
I want to share my lead gen funnel with the hope that it helps you.
A great lead gen funnel begins with getting “their” attention
In order to build a successful lead gen funnel, you must first get your ideal leads attention.
If nobody connects to your content, none of the other parts of your funnel matter. Learning to get people to raise their hand online is part of modern marketing.
The easiest way to get people’s attention is to create and place content where people are already consuming it.
There are four types of content that generally "get attention" and therefore have positive results:
1. This person is talking about me
2. This person wants to help me
3. This person knows how I think
4. This person understands my needs
If you're still struggling to understand what it means to "get their attention", here's a great explanation using something we can all relate to…FOOD.
It’s 11:15 AM and lunchtime is fast approaching. You see a commercial/ad for pizza. 20 minutes later you open your favorite food delivery app and type in pizza places.
Do you see what happened here?
What food companies understand that I hope you learn from this article is that you have to go where people are and show them what they want at the ideal time.
Now, that doesn’t mean that everyone that sees the commercial/ad will buy pizza that day or even that week, BUT if the pizza company is consistent, enough people will see the ad over time and eventually eat pizza from their establishment.
Once you understand the skill of “getting their attention”, you should distribute it to places where people are already consuming: Instagram, TikTok, YouTube and my personal favorite Facebook.
I choose to publish 5x weekly on Facebook and 2x Instagram, where I'll do several thousand impressions per day.
After getting their attention, making them feel seen is critical
Once you've got their attention, it's important that you move your audience from thinking, "this person is familiar" to "this person is someone I trust".
When we use the word, "trust", I mean they trust in your expertise. They trust that you know what you're doing as real estate professional.
To deepen that trust, I take people who respond to my content and move them to direct messages:
Messages start like this…
Hey name, thanks again for commenting
Hey name, are things going
Hey name, how has life/business been treating you this year
For my lead gen funnel, I move people from my social media posts to direct messenger, then to my CRM or newsletter.
My goal is twofold:
This allows me to show people how I think at a deeper level (trust)
De-platform my new SOI to my CRM or newsletter and off of social media.
Remember - it's critical to "own" your audience (CRM or email list) vs. "rent" your audience (social media).
Deep relationships take trust to the next level
Once trust is established, you can begin establishing better relationships.
Great relationships are about access. A "behind-the-scenes" glimpse at how someone thinks, lives, works, etc.
It's much easier to invite someone into this phase of the lead gen funnel once they fully trust your expertise and knowledge.
My relationship builder is people like YOU who are part of my community. 700+ motivated brokers and real estate agents, sharing best practices, doing monthly zoom calls, and even in-person meetups in cities like Las Vegas, Austin and soon Dallas Fort Worth.
People join communities to deepen their relationship with me and our other motivated real estate agents, all focused on the same goal: growing their real estate business and providing for their families.
Better Relationships are much easier to monetize
Think about the journey someone takes to join a community. They:
Have given you their attention
They give you their trust by consuming your high-quality content
They Invest in a long-term relationship through community with you
Once someone has come this far, they are highly likely to want more of what you create. This is where monetization/client conversion is easiest.
Not only are these your closest followers (SOI), but they are also a captive audience. You can reach out to directly via your community.
No algorithm to beat. No open rates to worry about. No competition.
Just a captive audience of likely future real estate clients.
This is where you can get creative. Offer up educational YouTube Content, home selling or home buying programs, FTHB buyer events FTHS events, etc.
Congratulations! You're ready to build your own creator funnel.
Here are your actionable steps:
Make a post to get your desired people to raise their hands (Home owner/renters)
Communicate with them to make the feel seen
Get them off of social media into your CRM or newsletter
Get them what they need to help them see how easy it is to work with you on their next real estate transaction