Lead generation for real estate industry - what are best practices?

Jan. 28, 2019, 11:55 a.m.

1 Answer

Feb. 1, 2019, 3:33 p.m.

Lead generation is a qualitatively different approach to real estate advertising. A special marketing technique makes it possible to segment the target audience and get contact details of only those people who are to some extent interested in a certain service of a realtor or real estate agency.

Apply such tactics can be realtors themselves or representatives of a real estate agency, developing an advertising strategy. However, ideally, the involvement of “leads” is better to delegate to a specialized firm. Today, lead generation has become a real business, many companies provide a service such as turnkey lead generation. In this case, you will have to pay only for customers who have committed a specific action you need: they will sign, leave a request, etc.


Lead generation for real estate - best practices

  1. Collecting information, analyzing an object, studying features, positioning
  2. Formulation of the main information channels and messages. Definition of communication tools. Calculation and fixing the cost of lead for the test period
  3. Development of a unique selling landing, preparation of promotional materials. Identification of primary and secondary traffic sources
  4. Setting up telephony, call tracking, sending applications and so on. Testing. Recommendations in the client OP
  5. Launch an advertising campaign. Promotion of the main ads. Getting the first leads
  6. A / A and A / B testing landing and advertising materials. Traffic flow optimization
  7. Completion of the test period, analysis, adjustment of the cost of leads. Long-term work planning 1-3-6 months.


Using the principles of lead generation in real estate allows you to solve the following tasks:

  • Focus on one particular subject.
  • Disclose major and minor advantages
  • Deliver your offer as accurately as possible.
  • Provide information about the object in the correct order
  • At the same time, landing sites can be completely different in terms of design, content filling, use of triggers and other attributes, as well as prices - much depends on the property itself.