Transcript
Page 1: 7 must do strategies for successful online real estate lead generation

7 Must Do Strategies for

Successful Online Real Estate

Lead Generation (Part -1)

THE ESSENTIALS FOR A RISE IN YOUR CAREER IN A NEW AGE

REAL ESTATE MARKETING

Today if you want to generate more and better leads,

and convert more of those into sales, this e-book series

offers you a combination of 7 approaches which makes

you a sure shot winner in Realty.

” A publication of

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About the Author

Shiv Shankar M S Waybeo Cloud Communications

Shiv is the Co-founder and CMO of Waybeo Inc the

leaders in Click to Call and Inbound Call tracking

Solutions. A geek turned marketer, Shiv heads the

complete marketing strategies at Waybeo Inc.

The inspiration for this E-Book is from a new initiative

by Brian Clark who is The Co-founder of

CopyBlogger.com the leaders in Content Marketing.

With Shiv’s experience of working with 100s of Realty

companies for improving their online lead generation

with his Cloud based communication products he

designed this E-book specifically for Real Estate

marketers.

Get connected with him at

Linkedin | Facebook | Twitter

Table of Contents Introduction: Why you need to rethink?

Part-1 Killer Content Strategy & Website Providing Live Personal Assistance Social as the new age Goldmine for Referral Leads

Part-2 Reach Global Customers breaking Geographical Barriers Winning in Google is the ultimate key to flood of leads

Part-3 Do not kill a lead, by not responding within 5 minutes. Better the Analytics you got, the faster you will succeed

This E-book includes the three strategies listed in the Part 1.

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INTRODUCTION

WHY YOU NEED TO

RETHINK?

It would be an understatement to say

that the Internet turned the real

estate business on its head.

More precisely, the public availability

of real estate listings, in online world

ravaged the industry as it was.

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The traditional Party is Over & You need a New Approach

It would be an understatement to say that the Internet turned the real estate business on its head. More precisely, the public availability of real estate listings, in online world ravaged the industry as it was. We are living in the “Information Age.” Want to know the length of the Bandra- Worli Sea Link? Where the New York Stock Exchange closed last night? The Last flight leaving from Delhi to Amsterdam, today? Jump on the Internet. Search. And in less than sixty seconds you can have your answer. Looking for a Double bedroom house in Gurgaon Sector-26? A Studio apartment in South Mumbai? Lakefront Villas in South Kerala? The Google Listings will go on page after page. The single advantage you and the real estate agents hold is gone. You are no longer the gate keeper. You’ve lost your monopoly on the information, and it’s never coming back. Let me repeat that, because it’s critical that you understand: the exclusive advantage you had before the rise of the Internet is never coming back. This changes your work day. Your morning routine remains the same (jog, brush teeth, drop children off at school). What changes is what you do at the office. Your first mistake would be to pick up that phone and call that list your broker/agent gave you.

THE INFORMATION ERA:

Good for Consumers. Not Good for Real Estate Marketers.

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How to Reach the Home Buyers Today?

You have taken the bad news already, its fine. Now let’s move confidently into the realm of what is actually going to work today. It’s not just the technology, but the people you’re marketing to have also changed.

That’s the Millennials. Generation Next. Generation Y. The Net Generation. They’re even willing to make hard sacrifices in order to buy a home – getting a second job or living with parents. And keep in mind, buying a home is the number one indicator of success to this age group. These people want to buy homes. Millennials not only have the desire, but the purchasing power to buy a home. Are you prepared to win them over? Millennials use their phones to text, surf the Internet, update social networks, and listen to music – not to make phone calls, let alone return a phone call to a real estate agent. Your strategy of getting in front of them has to be different.

94% of consumers start their

home search online.

That’s huge. But the next number is even more

significant to you:

96% of first- time home buyers

start their home search online.

And here’s the deal. According to some latest

research reports:

The average age of first time home

buyers in the India is 31.

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Just Claiming Expertise is not Enough, You Have to Demonstrate It

Basically, they’re looking to gather as much information about the local market in order to determine whether it’s actually a place they want to live. A simple house listing isn’t going to give them that information. It’s going to take more and it’s got to be sophisticated. The modern real estate consumer only cares about a website has the information that they’re looking for. They only care if can they trust the site. They only care if it will quickly, simply, and faithfully answer their questions that they have about the area, and about the home buying process. Here is the good news in all of this… If you’re willing to strategically innovate your work, life as a real estate marketer can be very good again.

You can dominate your market.

You can rise above the noise.

Position yourself as the top authority in your market.

Obtain and maintain first contact with the consumer in the real estate transaction.

And you can do this for a fraction of the traditional marketing expense. With our experience in working with 100s of real estate companies and improving their inbound lead generation, we are providing you with these sure shot strategies you could try to definitely be a winner in your segment.

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CHAPTER 1

KILLER CONTENT

STRATEGY & WEBSITE

While today’s website design concepts

are more minimalistic and simple, the

look and feel of real estate websites has

to be luxurious, aspirational while being

simple which a real challenge is.

To win today, it’s not only about your

website; you need to have an overall

content strategy for creating, sharing

and offering informative contents to

woo your potential customers.

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The visitor coming to your website has to start with a positive impression of the way your site look, and

they need to know that you care about your online image investing time & money to do it right.

Focus should be on the customer and not your business

This is the first and most important concept you need to have in mind while designing your website. The

entire design, navigation and purpose of the website are to convert a visitor to your customer and

generate an enquiry from the website.

Consider what they want to know about your project like location, lifestyle amenities, legal information

and licenses, architecture details, image gallery, project completion status updates, Loan and EMI

calculators, nearby accessible facilities, beautiful property photos, neighbourhood photos etc.

If you need to need more about Customer Conversion centred design strategies, you can download the

eBook here from Unbounce and Hubspot.

Display the Price Range of your Project in the website

The first thing that a potential real estate buyer decides is the budget he can allocate for the purchase of

a home. The Companies who are displaying the price of a Property/Project generates 3 times more

enquiries than those who are not displaying the price.

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Make Blogging a part of your professional lifestyle

Blog is loved by search engines, visitors and your website. Having a constantly updated blog with informative

posts for your target audience helps you to get more fan following. You can get better SEO rankings for any

number of keywords and it improves the rank of your website if integrated with the blog perfectly.

Call to Action: The Goal you need for each page in your website

Each inner page in your website will be having a goal as a part of the total navigation strategy. For e.g. The

goal of a page displaying the details of a project/property is to make the website visitor aspiring for it and

send an enquiry to know more details.

So Primary call to action button can be an enquiry form where he can fill his details. So the design should be

in such a way to promote the visitor to do that. But if he is not interested in filling out a form, then comes

the secondary call to action, which can be a Click to call button, your contact numbers, Toll Free etc so that

he can make an enquiry in the form of a call (which most people would prefer to).

And the third Call to action can be a visitor data collection popup when he tries to exit from your website.

Give some lucrative offers or freebies which motivate the visitor to provide you with his email id for

subscribing to your newsletters.

In Real Estate Social Sharing is for getting real feedback from friends

We need to make it easy and useful for a visitor to share about your project in the social networks. But

when it comes to the home search process and the public display of personal finance, people are very

reluctant to share their preferences with the world.

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Put some contents like this in your website can really improve your social trust building. People would

become more open to share.

Get live feedback from your friends about this project

This encourages a visitor to share as it increases the genuinity of your company as you are ready to

accept the feedback from people and locality from the Social world about you.

This in turn helps as your current clients lead you to your next clients.

Make your website Responsive

Today your website should be optimized for various devices available like Smartphones, tablets,

phablets, Laptops, Desktops and a visitor can use any medium to reach your website. With the evolution

of HTML5 building a responsive website which adjust itself automatically to the screen size of a device is

a must have for any real estate website.

Client testimonials & A Lot of Them

No other content in your website is as important as that of a testimonial given by your clients. Try to find a

fixed space for including Client testimonials in all informative pages in your website. If you can include the

photos of your clients along with their names and testimonial it would create a double impact.

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CHAPTER - 2

Providing Live

Personal Assistance to

your visitors

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In real estate industry unlike ecommerce, the next step to a lead generated online, is to have a person to

person communication by your team with the lead.

How good the content in your website may be, the visitors still have some doubts to be cleared in his mind.

Here the role of live personal assistance tools in website is very critical.

It helps you convert more visitors to customers and also reduces your sales cycle. There are various personal

assistance medium like Toll Free numbers, Live Chat and Click to call buttons.

Potential buyers searching for a real estate service or purchase will end up in a few websites shortlisted by

them. The company or website which is establishing a connection or communication first with the buyer

clinches the deal.

One of the awesome stats from Keller’s research on earning mindshare of customers is illustrated below

The 1st & 2nd websites which is

establishing a connection or

communication with the

buyer/seller clinches the deal

in

81% of Cases

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Click to Call for 3X more conversion

Click-to-Call is that single Magic tool in the real estate industry, with its global reach, easy implementation,

most advanced tracking and analytics resulted in giving fastest sales conversion.

The better way the Click to call button is placed in your website, the more chance you got to receive calls.

With advanced Click to call technologies like our product “Bounzd.com” you can implement it not only in your

website but also in your email campaigns, Google ads, text ads, Facebook pages etc.

With Click to call placed in your online channels, people would call you as it is free and easier than dialling by

reaching their phones.

The best part is you could manage and monitor a voice enquiry from its generation till its conversion, with Cal

recordings, agent wise routing and all other features.

For Simple Click to call solution, you could hire a developer to custom create Call back solutions with Asterisk

platforms. But tracking and monitoring facilities will not be available.

Live Chat

It is one of the most commonly used live support tools in most of the website, even though it is very rarely

used by the realty businesses.

But those people who prefer to chat with you than talking to clear his doubts can be converted using Live

used Chat widgets. There are lot of Live Chat providers like Livechatinc, Zendesk, Freshdesk, which are

providing paid services. LiveZilla is an open source alternative for those who are looking for free Live chat

solutions. But you may need to have a good technical team to support you with customization and

implementation.

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Toll Free Numbers

Toll Free services which were widely being used by western markets are now getting familiar to Asian

enterprises and customers as well. With the advancement of technology there are lot improvements in this

area like Virtual numbers which are able to track and record all the Calls coming as inbound enquiry to your

business. Proper placing of these virtual numbers for assistance in your website is a key for successful lead

generation.

It is always advisable to get toll free numbers prom providers who could offer you Cloud Telephony based

Summarising the key advantages of providing live support to your online customers with above tools would be

It can turn more of your visitors to customers.

With your existing infra you can reach your potential buyer when they need you the most.

Your sales team can increase the interest in the mind of your visitors for your projects with real time online interaction.

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CHAPTER - 3

Social Media as the New age Goldmine for Referral Leads

There’s nothing quite like receiving a

referral or a strong recommendation

from a client.

It’s one of the best ways to meet new

customers and if you have a customer

base that actively recommends and

brings you referral customers, which is

an incredibly valuable thing.

In today’s Realty business, Social Media is

the platform for generating Referral

Leads.

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Even though Social Media is the Channel, Building Referral Leads is all About Trust. However while it’s easier than you’d think, many people continue to think

that it’s simply not achievable. As Social media itself is a vast topic, I am sharing only those ideas which help in referral leads generation only.

The 4 of the key platforms to be utilized explained here are Facebook, Youtube, Linkedin and Twitter for referral and lead generation.

Facebook

Facebook is great for Realtors. But none of your target customers goes on Facebook to be sold. So updates like “My New project announced, are you

interested?” will never work. This brief is based on the assumption that you have a Facebook page for your business.

But if approaching strategically you could get tons of referral leads from friends and family of your clients. The trick is not to be selling your services all the

time. Don’t assume that people will automatically think to refer you–to get maximum referrals, you need to ASK FOR THEM.

Instead of forcing yourself on potential clients by bombarding them with Facebook messages about your business, take part in natural conversations and let

those conversations lead into the services you offer.

The following tips are sure shot ways to get maximum referral leads for your real estate business, taking the “top of mind/awareness” approach.

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The Family Photo

Collect or take good photographs of your Clients at the respective properties/condos/apartments you

successfully sold or delivered. Add your brand logo somewhere in the image creatively. Create a photo album

for “Our Happy Customers”.

Upload the photo and tag all of them in the picture. Make sure you are tagging only those people in the

picture. With some effective creatives of your brand and well placed captions or messages, placed effectively

and the Pic will reach 14% of your client’s entire network.

Also never upload the pictures and these photos as public. Do care about Privacy.

Share Client Testimonials

Testimonials always help to create trust among the readers. The more genuine it is, the higher will be chance

of conversion.

You could have the “text of the testimonial given by the Client, when created as an image with customer’s

picture and details below the text add further value. Always people love to see and hear from other people

than from banners.

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You could also try to collect video testimonials from customers and upload it in your youtube channels and

can share the same in Facebook as well.

Post a “thank you message”

In the client’s Facebook timeline after closing the deal. You could add descriptions like “I just wanted to say

thanks for your business. You guys were a treat to work with” or something along those lines.

Don’t forget to add emotions and what you are feeling as it would help your post reach more people.

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Current Clients

They are a rich pool of referral opportunity mainly because, more than any other group, they have real estate

on their minds. They're in the midst of deals that they're constantly talking about with their friends,

associates, families, and neighbours. Their conversations revolve around their real estate wants and needs,

their moving plans, and the latest real estate trends and market activity. Use strategies to engage with them

via Facebook which may motivate them to take the decision on trust you and going ahead.

Create Contests and Gifts

One of the sure shot ways to increase engagement in Facebook Pages is to provide something valuable to

the fans. It can be an offer or special discount only for Facebook fans.

It can be a contest, where the winner will get something for free. Or it can be a Quiz competition as well.

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Stay connected with your existing network

Stay connected with past clients, friends, family, and acquaintances to generate unlimited referrals and repeat

business. Use your email lists and other contact and make sure each one of them are searched in Facebook

and added as a friend and invited to your page. Using your personal profile, add them as your friend as well.

Under the “find friend” feature in Facebook, you could use the three ways as shown in images above to add

people.

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Share Daily tips:

Once you are connected with your friends, make sure to share useful tips and freebies, along with the above

said things. It can be like “Home decoration tips”, “Room

Makeover tips”, “Informative tips about legal, local, location based

aspects” etc.

If you are just sharing very direct messages also, the fans will get bored due to common patterns in contents.

So it is always advisable to share jokes, festival wishes and some creative stuff which can add an overall

freshness to your timeline.

Location, Local and the Locality:

In Real estate it’s all about Location. The more content and information you share about your project’s

Location, its neighbourhood and its nearby facilities, the more engagement you will get in Facebook.

While sharing sales pitches after doing most of the above mentioned activities in Facebook, you can ensure a big increase in lead generation for your realty

business from this channel alone.

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Youtube

YouTube is one of the best things you can do to get more business as a realtor online. Youtube is much more

than just entertainment. Even though referral leads are not the ones for you from Youtube, it will help you in

getting good number of potential visitors to your website. Some 800 million people worldwide visit YouTube

every month, many of them to research and discover products and services before investing in them.

For a keyword search in Google, if in the top 10 search results, you can’t find a Youtube video in the list, then

that means an opportunity. As per Google’s new algorithm, if a proper video is available they will show it in

the top listings along with webpages.

When I was searching a keyword “fully furnished condos for sale in florida” in Google, this was the Google

results I got.

If you closely watch the image (excluding the ads), A simple Youtube video is ranking 1st competing with

Giants like Trulia and Trovit in second and third positions.

This gives the video owner’s website a lot of free visits and leads forever.

If you are not getting any Youtube video link in the first 10

positions for an important keyword, then go ahead, create &

upload a video in Youtube.

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How to make it successful in Youtube for lead generation?

Create Youtube Channel of Yours.

Choose a well-defined goal for your YouTube channel before uploading videos. Having a clear vision of what

you are building the channel for helps clarify not only the type of video content you'll provide, but also exactly

what you hope to gain from providing it. If your company sells distinctly different services and has got

presence in different locations, you might consider rolling out several YouTube channels tailored to each one.

Designing Your YouTube Channel

While designing your YouTube channel, I recommend mirroring your company’s existing online look, including

the colour schemes and Logos of your brand.

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Filming Your Videos

Start filming all your properties/projects and throw them upon Youtube. If you are a Realty agent you could

check a sample video like this). If you are starting up your youtube marketing activity, create videos using

your smart phones or Digital HD cameras. Outsourcing to professional design house can be considered one

you are getting growth from this channel and bigger marketing budgets can be allocated.

Optimize Your Video for YouTube & Google

Title: In the title, integrate popular search terms, keywords you look for, and phrases. This will ensure that

your video appears when people search for specific terms.

Description: Always start with a web address in the first line of the description. Next provide a brief

description of the video and try to include relevant search terms and phrases.

Tags: Add appropriate tags, such as descriptive works and even the city or location of the business. Again, this

is to ensure that your video pops up when people search for these terms.

Category: Select the appropriate category for your video. If there is not a category that fits, then simply select

“People/Blogs.”

Privacy: Make sure that your videos are public, unless otherwise stated.

License: Leave this set to “Standard YouTube License”.

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Share your videos!

Share your videos on Twitter, Facebook, LinkedIn, Google+, and even your website. You can embed videos

onto your website by copying and pasting the code into the back end of your site. Promote your YouTube

channel on your social networks weekly, to increase views and your viral reach. The more people you have

watching your channel, the more shares and subscribers you are likely to get.

Advanced Youtube Marketing

Now that you have created your YouTube Channel and know how to optimize your videos, make sure that your videos are interesting and engaging. They

need to be something people WANT to watch and share. In order for your videos to gain traction, they must provide insight and value to your viewer.

If you need to get better results Google with your videos for the keywords like “Mumbai Real estate” “apartments for sale in Gurgaon”, have a look at

www.videotrafficacademy.com – If you get it, your videos will all over Google for the best keywords. Their course is recommended.

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Twitter

Even though twitter was thought to be one of the least useful social media for realtors, now marketers have identified it also as a useful media. But it is a

time consuming. If you are focusing on twitter, make sure you are focusing on building a local following and from existing and current clients for their

networks.

To build a location wise following, go to twitter profiles of News Celebrities, Radio DJ’s, Local restaurants,

Clubs and Association, City lovers etc These kinds of profiles will almost always have a local following.

Follow all of their followers, as many of them will follow you back. This tactic work as a virtual handshake.

Most people you follow will wonder who you are and why you followed them – they in turn will look and

your profile and many will click on your website link.

If you don’t want to do this following – you can use a tool like Tweet adder to do it on auto pilot. Tweet

adder can be your best friend if you value your time. It’s not cheap – but it’s worth it.

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This is an interesting blog from a Media Guy about twitter for realtors. The 13 sample tweets found by the author whom could have been answered by

realtors to convert as leads are available in the link below. The author didn’t get these tweets from his followers, but he simply searched for terms like

“house hunting”, “looking for an apartment” etc in twitter. Similar approach is applicable to your target keywords also.

13 Tweets a Real Estate Agent Should Have Answered, Not Me.

https://www.linkedin.com/today/post/article/20130829164107-10486099-13-tweets-a-real-estate-agent-should-have-answered-not-me

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Linkedin

Primarily Linkedin is a great way to connect with new leads and grow your business networking base. At the

root of what most real estate agents are trying to achieve by increasing their networking profile is to generate

leads for their business.

Approach to Linkedin is no different from Facebook and twitter. It is not distractive as Facebook timeline and

doesn’t have limitation of 140 characters as in twitter. The following are a few tips you should try for success

in Linkedin based lead Generation.

The strategies for generating referral leads to be applied in Linkedin is same as that of the other media using

your exisiting client base, networks and local groups. But to do anything with Linkedin you need to follow the

below listed things

Achieve 100% (All Star) profile Completeness

You need to ensure the completeness of your linkedin profile first. The goal for your profile is to be findable

for certain keywords using LinkedIn’s Search and in search engines like Google and Bing.

So if you’re a company that specializes in “Real Estate Marketing” or “Luxury Real Estate Development”, make

sure to include those terms in your headline, current work experience, past work experience and specialties

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sections of your profile. Here are a few simple tips on how you can push your LinkedIn profile strength to All-

Star levels.

Add Website Addresses

Getting a potential customer to reach your website is often an easiest way to generate a lead. Instead of

generic terms like Our Site, Our Blog, use descriptive terms to make your links pop. Choose the other option in

the websites dropdown as it enables you to customize your anchor text.

Beef Up Your Author Profile

Under the publications section you can add additional links to publications your contribute to, be they

newspaper columns or blogs it’s a great way to add exposure to your work. If you’ve written a whitepaper or

an eBook as tool to generate leads through your site, feel free to link to it using the publications feature. The

more you can flesh out your LinkedIn profile, the better it is for attracting search traffic.

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Start building Connections

Everyone has connections with their friends, families and colleagues consider connecting people you have

weak ties to. Consider adding pretty much everyone you can. While LinkedIn is pretty stringent rules on

connecting with people you actually know, that doesn’t stop you from extending your network within their

constraints. They allow you import contacts from your email and that is a great way of shaking out new

contacts.

Remember that Sunday night Cricket league you played in 3 years ago? You can connect with all those

people who were on the email list in a professional context. It really becomes easy to build out your network

when extending to these so called “weak connections”.

And the best part about LinkedIn is how the more people you add the more likely you are to shake out more

common connection as LinkedIn starts seeing who is connected to who. So people you might have met

through friends or colleagues will start being suggested for you.

Sending Connection Request Template

Unlike other media Linkedin is more protected in terms of connection request. You need to customize the

message you can send while asking for a connection request.

Linkedin Provides a 300 characters text space while sending the request. This is twice that of what a tweet

has. In 300 characters you can effectively describe why you are sending the connection request and you could

inspire him to accept the request.

The more customized and tailor made is the request, higher will be the acceptance ratio.

To get the full name of a person if Linkedin is only showing the first name of the person, you can follow a black

hat strategy. Search with his available details (First name + First Character of Last name + His Company name

+ “linkedin”) in Google and you will get access to the Person’s profile if it is publicly available.

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7 Must Dos for Successful Online Real estate Lead Generation

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But if you are spamming or trying to do over promotion, Linkedin can block your account and can also freeze

your account from sending further connection request. So it is advisable to send connection request to a

person who is atleast having a distant connection with you.

Get Involved In Groups

There are a few different ways to get involved with groups. You can join existing groups that cater to your

niche, as well as local organizations. Many local business associations and trade groups have active groups

going.

The second way is to start your own groups. This way you can put your knowledge in your niche on display

and engage with other members. The bonus to this is you can from time to time email group members and

spur discussions within the group.

The best bet is to join groups within your niche and start engaging to get your feet wet. Then once you’re

comfortable, create your own group and start leading the conversation.

For an advanced look into the details of Linkedin Groups you could go through this Presentation which covers

most of the strategies to get involved in Linkedin groups. http://www.slideshare.net/mishasobolev/sales-lead-

generation-with-linkedin-groups

Most of the contents that you could share in Facebook can be shared in Linkedin as well. It could help you generate more reach for your contents. Based on

the niche of the content you created you can become the member of Groups and post the content in Group discussions as well.

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7 Must Dos for Successful Online Real estate Lead Generation

Copyrights © Waybeo Inc| www.waybeo.com | www.bounzd.com 32

GET A FREE ASSESSMENT OF YOUR ONLINE LEAD

GENERATION ACTIVITIES TODAY

Talk to one of the specialists from Waybeo and get to know how you can

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Hope you found this E-book

Interesting.

I will soon be coming again with the

Second part of this Series

explaining the strategies to win in

Google and breaking Geographical

barriers.

Shiv Shankar M S

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