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Real Estate Lead Generation: How To Use Direct Mail For Real Estate Lead Generation


Real Estate Lead Generation: How To Use Direct Mail For Real Estate Lead Generation

http://biggerpockets.com/show81

Today on the BiggerPockets Podcast we are excited to welcome back Michael Quarles to the show. Several weeks ago we talked with Michael about his story and spent most of the show discussing the topic of negotiation, never getting to one of the most important topics we wanted to discuss with Michael: marketing. Specifically, Michael is a wealth of knowledge on all things involving direct mail, so today we’re going to tap into that knowledge.\

Today, Michael is going to teach you everything you need to know to get started in successful direct mail marketing and attract leads that no one else can get. We cover everything from market research to creating a call-capture system and everything in between. This show will go down in the history of BiggerPockets as one of the most actionable shows to date!

Check at the show notes at http://www.biggerpockets.com/renewsbl…

Real Estate Lead Generation: How To Use Direct Mail For Real Estate Lead Generation

Real Estate Lead Generation: The Quick and Easy Way to Generate Real Estate Leads

Real Estate Lead Generation: The Quick and Easy Way to Generate Real Estate Leads

Real Estate Lead Generation

Are you looking to generate more real estate leads? Look no further. In the book Real Estate Lead Generation, Brent Driscoll holds nothing back and gives you all of his lead generation tactics. This book is short and to the point. There is no fluff, filler, or vague theories. This one book could add thousands of dollars to your bottom line every year.

Real Estate Leads

Within this book you will discover how to dramatically increase your real estate leads. Here are some of the things you will learn:

  • How to generate real estate leads through email
  • How to utilize social media for lead generation
  • Using a personal website
  • Classified ads
  • Using an answering machine to collect leads
  • Using a mailing list for lead generation

If you are interested in generating real estate leads, this book is a must-listen.

List Price: $ 3.95

Price: $ 3.95

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More Ways To Generate Real Estate Leads Products

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Facebook Ads Real Estate Lead Generation Strategies

Facebook Ads Real Estate Lead Generation Strategies

 

Real Estate Uncensored Episode 11:
Matt Scheid of Prime Seller Leads joins us to share how top agents are generating seller leads on Facebook and Google PPC, and how any agent can get started using those tools.

Best quote: “That’s part of the secret of success with internet leads; it’s a numbers game, and it’s about working every lead the same way every time.” Matt Scheid

And here’s what we covered with timestamps so you can jump to the section that most interests you:

[4:40] Why start with Facebook/Google ads to generate seller leads
[5:01] The definition of a “quality” lead is – a lead generated by a straightforward ad, with no additional incentive and where the lead has to manually input their information in exchange for the info they want
[5:30] Search intent and why top agents get higher conversion ratios on Google leads, even though leads are more plentiful and a little cheaper on Facebook
[6:30] Lead follow-up and scripts to convert internet seller leads. Greg’s team calls leads 6x in the first 2 days to make sure they reach the lead then put them into appropriate drip campaigns
[10:00] Using “set-and-forget” drip campaigns using email, video and text to automate as much of your follow-up as possible
[10:30] Elements to get started:
1. Find a system for the leads to go to and a landing site,
2. Set up your Google Adwords account (set up a dummy ad at first to get past Adwords Express)
3. Build your first ad (Headline, Display URL and two lines of text) and why Home Value offers are the most effective
4. Use the Google Ad Preview tool and incorporate the feedback Google gives you to tweak our ad
5. Allow the ad to run for 1-2 days, then run a Diagnosis Report and make adjustments
[14:03] Negative keywords- How to use them to make your ads more targeted and effective, and how to use call-out extensions
[17:05] Why structured follow-up is part of the secret to success – It’s about working every lead the same way every time
[17:35] How one of Matt’s Prime Seller clients converted “Mickey Mouse” into an active client
[20:25] Why start with a $10/day budget with Google PPC and $5/day on Facebook
to generate leads as a solo agent
[24:31] Keep it simple – the more complexity you add the more your lead conversion goes down
[27:30] Why the goal of PPC ads are to generate responses from the RIGHT people, not the maximum response rate, and why Matt doesn’t recommend offering gas cards or other incentives in your ads
[29:00] How to make your landing page ‘hyper-local’
[31:06] Getting started with Facebook ads- Why set up a second Business page for ads only so it can tie into the Business Ad Manager – Matt and Greg’s best ideas for running very specific ads to very specific groups
[34:50] Two specific ad keyphrasses you can use immediately to generate seller leads on Facebook
[37:49] Matt’s observation that top agents are seeing 30% response rates on texts and texting campaigns to internet leads, and why you must adjust your medium and messaging for different demographic groups
[41:35] How to use outsourced labor on Fiverr to build your Facebook seller ads, and how Greg generated a 6-15 leads/day experimenting with Facebook seller ads for the first time
[44:45] How to use remarking to make your follow-up even more effective by running branding ads to people who have visited your landing page
[48:00] How to upload your existing email list or database to Facebook as a custom audience so you can run new listing, branding or referral generation campaigns as another form of remarking
[50:38] How to use a pre-recorded video response in your lead follow-up campaign
[52:18] Why get started on Facebook first so you can get comfortable with responding to leads, get your scripts and follow-up structure together

Facebook Ads Real Estate Lead Generation Strategies

Real estate’s real data issue

Target knows when I’ll get pregnant. HP knows when I’m about to quit my job. Pandora knows what new music I’d like to hear.

Companies are mining data to predict what I’ll do and when. As I’m sure you’ve heard, “Big Data” is kind of a thing.

Yet we haven’t seen much of this sort of data mining and predictive analysis happen in real estate. But we should, and soon.

In an industry where the majority of consumers only participate once every 5-10 years, and brokerage brand loyalty is weak, knowing things about a consumer’s life trajectory is more than just handy information. It could be lifeblood.

Imagine you know when your past clients are ready to sell or refinance. You know when their kids will be buying their first homes. When they may look to downsize or buy a little pied-a-terre. When they’ll be struck by the vacation home bug.

Imagine you know just the right moment to send them an informational email about relocating to another state. Or when to hit them up with enticing photos of bigger homes in their area because they’re expecting another child.

Creepy? Maybe. But indeed powerful.

After all, great marketing is just as much about timing as it is about content.

This may sound like idealistic dream talk, but this very sort of predictive targeting is already happening. Look at Facebook’s announcement this year that they would begin enabling advertisers to target consumers on their platform based on those consumers’ offline shopping behavior.

One company that we know of, SmartZip, is trying to analyze and predict consumer behavior for real estate. But it’s just the tip of the iceberg.

For a real estate company, leveraging predictive analytics in this sort of way requires a long-term strategy. We’re talking years here, which sounds painful. But hear me out.

You’re probably already collecting a fair amount of data from your website –  email at the very least, and search habits for the more advanced. You may even be using drip campaigns right now to try to keep a connection going with past clients and prospects.

But do those drip campaigns really work? In most cases, no. (Think back to the “turn your clocks back” message I brought up in my last post.)

You have to take your data collection and mining practices to the next level. Establish connections between business units (brokerage, mortgage, title, warranty) track that data, and map it to email campaigns that take place over several years.

One simple way to start would be to create an exit survey for all your clients (yes, if you’re a broker this is tough; if you’re an agent it’s a no-brainer) that captures some basic information about their potential future home-buying plans. Instead of pounding them with weekly emails about the market right after they bought their house, save it for when they’ll be more apt to pay attention to it.

Put all your recent buyers on a 1-year new homeowner campaign that speaks to them as if they’ve just bought a house (because they did!). Send them things about homestead exemptions, taxes, home warranties, refinancing, home improvement. Don’t send them new listings or “It’s a great time to buy” messages – they just bought a house, remember.

Another way to tackle would be to really use your local knowledge to make some predictions.

For example, where I live in Oakland, it’s common for people to move because of their children’s school choices. People often will move into a neighborhood that has a good elementary school, but you can expect they will be looking to move again when their child hits middle school age.

Bottom line

Your customer data is just as valuable as your listings data. Maybe even more so, if you can crack the code on how to match it to marketing messages and timing.

Behavioral data is already pushing other industries forward. Spray-and-pray no longer works in advertising or marketing. Now, it’s all about targeting and context. And the only way to do that effectively is to know more about the people you’re talking to.

This is the type of data that is pushing other industries forward. Are you game?