{"id":2662,"date":"2017-10-20T19:41:16","date_gmt":"2017-10-20T19:41:16","guid":{"rendered":"http:\/\/valuemarketingconsultants.com\/?p=2662"},"modified":"2022-10-23T10:38:02","modified_gmt":"2022-10-23T10:38:02","slug":"how-to-successfully-market-for-real-estate-leads","status":"publish","type":"post","link":"https:\/\/valuemarketingconsultants.com\/?p=2662","title":{"rendered":"How to Successfully Market for Real Estate Leads"},"content":{"rendered":"<header class=\"post-header cf\">\n<h1 class=\"post-title\"><\/h1>\n<div class=\"featured\"><\/div>\n<\/header>\n<div class=\"bp-social-share-button\"><\/div>\n<p>&nbsp;<\/p>\n<div class=\"bp-social-share-button\">I have three truths to share with you.<\/div>\n<div class=\"post-container cf\">\n<div class=\"post-content-right\">\n<div class=\"post-content description \">\n<ol>\n<li>You cannot compete with big brand marketing.<\/li>\n<li>You shouldn\u2019t even try.<\/li>\n<li>You can do it better and see greater results for less effort.<\/li>\n<\/ol>\n<div id=\"div-gpt-ad-1377125536580-0\"><\/div>\n<p>Stick around. This entire article&nbsp;centers around why your brand is NOT the first stop on the lead generation line\u2014and what is.<\/p>\n<p>If you follow this approach, known as lead generation marketing or direct response marketing, you will crush the big boys without a big marketing budget and flood your business with motivated sellers, qualified buyers, renters, and lenders without sacrificing your time and sanity.<\/p>\n<p>Before we get into how, I want you to understand that marketing isn\u2019t&nbsp;<em>part&nbsp;<\/em>of the business; marketing&nbsp;<em>is<\/em>&nbsp;the business.<\/p>\n<p>The success of any business hinges on traffic and conversions. It\u2019s true for every business, but it\u2019s especially critical in real estate.<\/p>\n<p>The only way to generate enough leads so that you have more deals than you can handle is through automation\u2014unless you want to work more, make less, and not enjoy life, which I know you don\u2019t.<\/p>\n<p>So, you have to market. But maybe you think marketing is expensive?<\/p>\n<div class=\"guide-cta\" data-tracking-identifier=\"5664530495438848\">\n<p><strong>How to Invest in Real Estate While Working a Full-Time Job<\/strong><\/p>\n<p>Many investors think that they need to quit their job to get started in real estate. Not true! Many investors successfully build large portfolios over the years while enjoying the stability of their full-time job. If that\u2019s something you are interested in, then this investor\u2019s story of how he built a real estate business while keeping his 9-5 might be helpful.<\/p>\n<p><a href=\"https:\/\/biggerpockets.leadpages.co\/leadbox\/142da7f73f72a2%3A16ebede32b46dc\/5664530495438848\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-leadbox=\"https:\/\/biggerpockets.leadpages.co\/leadbox\/142da7f73f72a2%3A16ebede32b46dc\/5664530495438848\/\" data-leadbox-id=\"142da7f73f72a2:16ebede32b46dc\">Click Here For Your Free eBook!<\/a><\/p>\n<\/div>\n<h2>How to Compete With the Big Brands<\/h2>\n<p>How do you compete with a $46,000 a month marketing budget? (That\u2019s the monthly marketing budget for one of the nation\u2019s largest home buyers in the St. Louis market.) How do you get your slice of the pie, so to speak?<\/p>\n<p>Well, you have to do it differently. The approach that will work for you doesn\u2019t begin with your brand; it starts with the specific problem your prospects have that you can solve. It starts with them, not with you and not with your brand.<\/p>\n<p><em><strong>Related:<\/strong>&nbsp;<a href=\"https:\/\/www.biggerpockets.com\/renewsblog\/system-for-leads\">3 Steps to Create a System for Bringing in Real Estate Leads While Working Full-Time<\/a><\/em><\/p>\n<p>You want to be asking this question:&nbsp;<em>How do I attract the right people who need the solutions I offer?<\/em><\/p>\n<p>The big boys market with a commercial fishing net; you need to market with a surgeon\u2019s scalpel.&nbsp;That will make all the difference.<\/p>\n<p>What\u2019s more, traditional marketing like billboards, radio commercials, TV spots, and brand building isn\u2019t accurately measurable. In the industry, they call it \u201cfuzzy analytics.\u201d Fuzzy analytics make&nbsp;marketing feel like an expense.<\/p>\n<p><img loading=\"lazy\" class=\"alignnone size-full wp-image-84761 no-display appear\" src=\"https:\/\/www.biggerpockets.com\/renewsblog\/wp-content\/uploads\/2016\/12\/BRRRR-strategy-deal.jpg\" sizes=\"(max-width: 702px) 100vw, 702px\" srcset=\"https:\/\/www.biggerpockets.com\/renewsblog\/wp-content\/uploads\/2016\/12\/BRRRR-strategy-deal.jpg 702w, https:\/\/www.biggerpockets.com\/renewsblog\/wp-content\/uploads\/2016\/12\/BRRRR-strategy-deal-300x144.jpg 300w\" alt=\"BRRRR-strategy-deal\" width=\"702\" height=\"336\"><\/p>\n<p>Let me ask you a question. Do you feel comfortable about building your business around \u201cfuzzy analytics\u201d? I didn\u2019t think so.<\/p>\n<p>In order to turn marketing into an investment and not an expense, you need to know where your time and money is being spent. Then you can track what\u2019s getting the greatest results.<\/p>\n<p>When you know the return for every marketing dollar you invest, you\u2019ll feel a lot more confident investing in your marketing (which, like I said, you must do).<\/p>\n<p>Marketing has to be:<\/p>\n<ul>\n<li>Measurable<\/li>\n<li>Trackable<\/li>\n<li>Testable<\/li>\n<li>Optimizable for better results<\/li>\n<li>Targeted to a clear call to action<\/li>\n<\/ul>\n<p>It\u2019s that last one, that it has to lead&nbsp;to a clear call to action, that I\u2019m going to focus on now. This is where it really gets good.<\/p>\n<h2>4 Steps to Successful Lead Generation<\/h2>\n<ol>\n<li>Select a target market.<\/li>\n<li>Compel them to identify themselves.<\/li>\n<li>Educate and motivate them to meet you.<\/li>\n<li>Land the appointment.<\/li>\n<\/ol>\n<p>There are tons of target markets out there, and each has its own problem and desired solution. Your job is to identify what they want and give it to them.<\/p>\n<p>Some example target markets include:<\/p>\n<ul>\n<li>Absentee seller<\/li>\n<li>Bankruptcy lease option<\/li>\n<li>Cash buyer<\/li>\n<li>Distressed seller<\/li>\n<li>Free and clear sellers<\/li>\n<li>Lease option<\/li>\n<li>Renters<\/li>\n<\/ul>\n<p>Once you\u2019ve identified your target market, you\u2019re going to drive them to get more information about the solution you provide.&nbsp;<em>This<\/em>&nbsp;step is where so many people get it wrong.<\/p>\n<h2>So, Where Do You Drive Your Traffic?<\/h2>\n<p>Do you send them to your main website? Or do you send them to a landing page (also known as a squeeze page)?<\/p>\n<p>The answer is the latter, and here\u2019s why:<\/p>\n<p>You\u2019ve identified this micro market, but when you send them to your branded website there are too many options, and it\u2019s mostly about you and all the things you do in your business.<\/p>\n<p><em><strong>Related:<\/strong>&nbsp;<a href=\"https:\/\/www.biggerpockets.com\/renewsblog\/follow-up-with-recent-real-estate-sellers\/\">Beat Out the 48% of Investors Who Never Follow Up on Leads With These Tips!<\/a><\/em><\/p>\n<p>If you drive somebody at this stage to your overall website, there\u2019s so much information that it\u2019s too overwhelming for them to take action (except maybe to click off your site and launch Facebook, which is obviously not the desired action). If you send them to a landing page that speaks directly to their problem and offers a specific solution (in the form of a lead magnet) for which they will exchange their email, however, then you\u2019ve successfully sourced a lead.<\/p>\n<p>After identifying your market, your job is to discover what they want and offer it to them in the form of a lead magnet so that it\u2019s their choice to take action. Get inside their heads. What\u2019s the number one problem that they have that they\u2019d like solved&nbsp;<em>yesterday<\/em>? That\u2019s the focus of your lead magnet.<\/p>\n<p>Lead magnet examples might be:<\/p>\n<ul>\n<li>Special report<\/li>\n<li>Educational video<\/li>\n<li>Webinars<\/li>\n<li>Pricing guides<\/li>\n<li>E-book<\/li>\n<\/ul>\n<p>Let me ask you another question, just to drive home the branded website versus lead page point. If you have a problem, do you care what brand is solving it? No! You just want it solved. If you\u2019re in the desert and you\u2019re thirsty, do you care what kind of drink is offered, whether it be Gatorade, Powerade, or a glass of tap water?&nbsp;You\u2019ll take whatever\u2019s on hand; you\u2019re&nbsp;<em>thirsty<\/em>!<\/p>\n<p><img loading=\"lazy\" class=\"alignnone size-full wp-image-83834 no-display appear\" src=\"https:\/\/www.biggerpockets.com\/renewsblog\/wp-content\/uploads\/2015\/06\/hire-a-contractor.jpg\" sizes=\"(max-width: 702px) 100vw, 702px\" srcset=\"https:\/\/www.biggerpockets.com\/renewsblog\/wp-content\/uploads\/2015\/06\/hire-a-contractor.jpg 702w, https:\/\/www.biggerpockets.com\/renewsblog\/wp-content\/uploads\/2015\/06\/hire-a-contractor-300x144.jpg 300w\" alt=\"hire-a-contractor\" width=\"702\" height=\"336\"><\/p>\n<p>That\u2019s why, at this stage in the game, your brand doesn\u2019t matter; the solution does.<\/p>\n<p>Now, once you\u2019ve captured the lead, your job remains to educate and motivate the prospect to meet you. It\u2019s called a follow-up campaign, usually done through a series of autoresponders.&nbsp;This is where we introduce your brand.<\/p>\n<p>At this point, we are building trust, establishing credibility, starting a relationship, and showing your unique solutions.<\/p>\n<p>The ideal result of this step is to have built enough of a relationship and established enough rapport to lead to landing the appointment.<\/p>\n<p>This process is a typical marketing funnel, and it\u2019s how the small guy wins. It\u2019s how you will win. And it\u2019s the only way you\u2019ll be to be able to track your results\u2014because if you don\u2019t track, you can\u2019t know for sure, and you need to know.<\/p>\n<p>Marketing this way is:<\/p>\n<ul>\n<li>Simple<\/li>\n<li>Scalable<\/li>\n<li>Trainable<\/li>\n<li>Repeatable<\/li>\n<li>Delegable<\/li>\n<li>Systematized<\/li>\n<li>Automate-able<\/li>\n<\/ul>\n<p>\u2026and highly effective!<\/p>\n<p>It\u2019s what CRMs specialize in so that you can cherry pick your deals, spend time with family, and remove the shackles of your desk job. Again, there are many CRMs out there. The one I am referring to is REI Blackbook. But please find the right CRM for your business needs.<\/p>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; I have three truths to share with you. You cannot compete with big brand marketing. You shouldn\u2019t even try. You can do it better and see greater results for less effort. Stick around. This entire article&nbsp;centers around why your brand is NOT the first stop on the lead generation line\u2014and what is. If you<\/p>\n","protected":false},"author":3,"featured_media":2663,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[70],"tags":[],"_links":{"self":[{"href":"https:\/\/valuemarketingconsultants.com\/index.php?rest_route=\/wp\/v2\/posts\/2662"}],"collection":[{"href":"https:\/\/valuemarketingconsultants.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/valuemarketingconsultants.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/valuemarketingconsultants.com\/index.php?rest_route=\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/valuemarketingconsultants.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2662"}],"version-history":[{"count":1,"href":"https:\/\/valuemarketingconsultants.com\/index.php?rest_route=\/wp\/v2\/posts\/2662\/revisions"}],"predecessor-version":[{"id":3269,"href":"https:\/\/valuemarketingconsultants.com\/index.php?rest_route=\/wp\/v2\/posts\/2662\/revisions\/3269"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/valuemarketingconsultants.com\/index.php?rest_route=\/wp\/v2\/media\/2663"}],"wp:attachment":[{"href":"https:\/\/valuemarketingconsultants.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2662"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/valuemarketingconsultants.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2662"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/valuemarketingconsultants.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2662"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}