How to get leads as a real estate agent

Generating leads is the lifeblood of any successful real estate agent. In an industry where connections and relationships are everything, it’s essential to have a toolbox of tried-and-tested lead generation methods. By blending traditional techniques with trending digital approaches, estate agents can ensure a steady stream of potential clients. Being proactive is key to successful lead generation. In this article, we explore various strategies for generating the leads you need to stay on top of your game.

Traditional Lead Generation Methods

The old-fashioned tried and tested ways of building networks and getting leads still work — simply because they are more personal than digital channels. Local business networking events are invaluable opportunities where you can showcase your offering, build your personal brand and network with prospective clients and industry peers, face-to-face. At these gatherings and even broader community events, conversations can naturally lead to discussions about property and who may – or may not – be in the market to buy or sell. Closer to home, friends, family and previously happy customers, are also potential sources for leads – especially if you have the option of incentivising them with a referral fee. 

Tips for RE/MAX agents

RE/MAX agents have an edge over many of their colleagues through the extensive RE/MAX network of more than 3,300 agents in more than 170 offices across Southern Africa. As part of this network, agents can tap into a wealth of shared knowledge and resources, complemented by the opportunity to attend exclusive events and collaborate with industry professionals. The RE/MAX calendar year is filled with networking & growth opportunities, from annual Sales Rallies held across the country to 2-night national conferences with nearly 1000 attendees. Use these events to your advantage by greeting those around you and exchanging contact details with the top earners who could offer a wealth of free advice.   

Branded Merchandise 

By gifting practical goodies your clients can use as part of their daily lives, you'll effortlessly stay top of mind.  A full-year calendar with your branding and contact details can help ensure you and your brand are being represented all year long. Or how about fridge magnets showcasing local emergency numbers and your essential info, or provide clients with personalised street number stickers featuring your logo for their black bins? Each bin day, these branded bins could line the streets, and your logo will be prominently displayed throughout the neighbourhood. This practical and cost-effective advertising method could assist clients in identifying their bins and could also ensure weekly exposure for your brand in your local area.

Tips for RE/MAX agents
Thanks to decades of significant investments – nationally and internationally – to promote the brand, coupled with the marketing tips, marketing material and resources that you can access via The Hub, RE/MAX estate agents have a solid foundation from which to build their businesses and generate leads. Tap into what’s made available to you by logging into the Hub and exploring the Resource Centre and Design Hub tools. Check out the “Items of Value” folder specifically for the kinds of resources mentioned above. 

Get involved with your community 

There’s an old saying that charity begins at home, which really means being authentically present in the community around you. That might sound daunting but again, remember that, if you are a part of RE/MAX, you are in business for yourself and not by yourself and have the RE/MAX base to work from. Each year, we host a range of campaigns that link to national initiatives like cancer awareness (e.g. Breast Cancer Month and Movember). But you’re not restricted to those: if there is a cause close to your heart, or a community initiative that “jives” for you, remember that you are free to either volunteer your services and/or offer a sponsorship through your RE/MAX franchise. Genuine involvement also helps maintain your profile in the community and potentially generate leads. 

Apart from giving back to your community, once you have stock of business cards or branded calendars, visit local businesses like vets and coffee shops and ask if they’ll keep them visible and available for their customers. Don’t forget the value of community notice boards that still exist outside public libraries and some neighbourhood convenience stores. One never knows who might recognise you and/or the RE/MAX brand and get in touch. 

Email marketing

For a while, email marketing was pooh-poohed, but things have shifted: emails do offer a direct and personalised way for you to reach prospective customers. Weekly or monthly newsletters with property updates, home buying tips and advice could not only help you to keep your customer base engaged and informed, but it also keeps you and the RE/MAX brand top of mind. Crafting these newsletters to the specific needs of your area and target market will make this type of campaign very effective. 

Tips for RE/MAX Agents:

• It can be difficult to create a regular content calendar for this type of communication. RE/MAX agents can share a selection of the Ask RE/MAX blogs that are available via our blog section, which is updated with new content monthly.

Useful tips for creating engaging mobile-friendly emails

Most people access their emails via their phones which means that the “landscape” on which you can make your case, is limited, so —

• Keep descriptions unique, short and sharp
• Make sure that all call to action (CTA) buttons are big (enough) and working by testing your emails on multiple devices before you send them
• Add GIFs and/or short videos: they draw the reader in, helping them to engage more meaningfully

Thinking about paying for online ads?

If you have a marketing budget, you could consider Google pay-per-click (PPC) ads or boosted posts (e.g. on Facebook or Instagram). Before going ahead, make sure you do your homework: either contract a professional who knows what they’re doing or take a course (from a legitimate, reputable) provider. This way you will learn how to target your ads and maximise the return on your ad spend.

Tips for generating leads online – for free

Listing portals

Go through the daily listings of properties that are “For Sale By Owner”, identify properties that are in your area and reach out to the sellers. While some sellers may resist, others will see the benefits of working with a professional real estate agent backed by an international brand like RE/MAX.

Social Media - Meta

While social networks are the obvious starting point for generating leads, you do have to work them if you want to get anything out of them. On Facebook, join appropriate community groups, answer questions and build trust before jumping in and doing the hard sell. Often, it helps to partner with complimentary businesses – conveyancers, interior designers and furniture removal companies. By cross-posting each other’s content, you all benefit, by expanding your network and potential pool of customers. You could also partner with local businesses like garden services, plumbers and electricians, that offer services to homeowners, promoting their services by featuring them in your posts. 

Word to the wise

If you do partner with and promote a local business, make sure that you have every confidence in their services: you don’t want any negative experiences having a knock-on effect on your business and brand.

LinkedIn & Google Business 

More and more people are using LinkedIn – not just as a job search site – but to promote their services, and property is no exception. Like with WhatsApp, you can create a business page or profile and share new listings in community groups, post updates and your other services like rentals and home evaluations. You can also share your newsletters on this platform. 

Don’t forget the power of Google reviews and ensure that you have set up your free Google My Business presence and keep it up to date with new images and updates. It is as important to ask – and get – reviews as it is to answer any questions left on your Google Business page.

A final few words

Last but not least, pick up and build on existing relationships: don’t forget to do those friendly follow-ups on past inquiries – many buyers (or sellers) can take months to make a decision: have a conversation, give them appropriate, personal advice and build trust to create lasting relationships. As important is the support you offer clients after the deal is done: insights into their new neighbourhood, local community, amenities and facilities in the area. 

Combine hard work, your passion for your community and RE/MAX, and you’ll have clients for life. 

If you are interested in starting or buying your own RE/MAX franchise, or becoming a RE/MAX agent, complete the form and our team will be in touch for an obligation-free conversation.

Have more unanswered questions? Here are some related questions – and answers – that might help…

What is a good cost per lead for real estate?

To work out your cost per lead, you divide the total amount you spent on marketing campaigns by the number of leads you generated over the time when you ran that campaign. Generally, a lead can cost you around R100 and R200 depending on a range of factors including the type of property you’re selling, the source of the lead as well as current market demand. 

What's a good lead conversion rate in real estate?

Depending on the quality of the lead and prevailing market conditions, the conversion rate can be as little as 2% or as much as 12% in South Africa.