When I first started in real estate a few years ago, I didn't realize before I passed the state exam that I would have to find clients on my own. I'm not sure where I thought they would come from – maybe I thought brokers helped with that.
But when I realized that I was completely in control of my success or failure, it was a little daunting at first, but then it was liberating. I was in complete control. There's poetry in that.
Lead generation isn't taught during real estate school. It's something you have to learn quickly, though, to survive in the business.
I floundered for a while, searching for answers on the internet. There was absolutely no way in hell I was going to pay Zillow for leads. That seemed counterintuitive to my success.
Is it just me?
So, I created a website. I started doing weekly vlogs and repurposing that content to a blog on my website. I was doing all the things. But I wasn't getting many leads.
What was I doing wrong?
Then, my coach taught me about lead magnets and the all-important call to action or CTA. Once I began implementing these into my videos each week, the leads started to flow.
So, how do you create a call to action?
Think of it this way – you've created a piece of content. You've given your reader some valuable information. You've got them on the hook. Now what?
Do you just let them walk away with the value you just shared with them? Or do you want them to do something before they go?
If you're doing this for lead generation, you might want to ask them to subscribe to your channel, download a free guide, sign up for your monthly newsletter, etc.
When you ask them to take action, many times they will. Don't miss this opportunity to add the person to your "lead" list.
Once you've brought your reader into your content with your fantastic writing ability, and they've committed to reading to the end, you should ask them to take some type of action.
It doesn't have to be a huge commitment. And not every piece of content will have the same call to action. Some will be to "subscribe" while others might be "download your free guide."
Once you've asked them to do something, whether that's to subscribe or to download a guide, and they give you the information you need, they will become part of your lead list.
But if you don't ask your reader to take action, you may be missing out on opportunities to gain and nurture a potential client into becoming YOUR client.
Think about what your content is, and think about who is looking for this information. Who is reading your content? Is it a future homebuyer? Or a prospective home seller? If that person is looking at your content, which is talking about buying a home, then you know they are interested in that subject.
Do you think that person might become a home buyer in the near future? Wouldn't you like the opportunity to be the one real estate agent they think of when they decide it's time to buy a home? That's where this type of lead generation becomes gold!
Creating lead magnets and content with calls to action is my favorite way to generate leads. I'm not into door-knocking, cold calling, calling FSBOs or Expireds. I will leave those for the people who like that type of lead generation.
But it's surprising how often we balk at asking people to do the thing we want them to do. For example, let's say you were out to dinner with a date. The waiter comes around to take your order. Your food comes out, but your steak is rare – not how you like to eat your steak. How likely are you to call the waiter back over and ask for what you want?
I admit I've had my share of dinners that were not exactly what I ordered. There was a time when I was reluctant to ask for what I wanted and keep asking until I got it. Sometimes I would ask once. And if it still wasn't right, I wouldn't keep pushing.
But over the years, I have gotten bolder and better at asking for the things I want. One of my favorite quotes is by Wayne Gretsky, the Great One – "You miss 100% of the shots you don't take." And that's true in all things.
I will gladly sit back, create content, and let the internet multiply my efforts while spending time with my family or doing other things with my time.
If you need help crafting your lead magnets and CTAs, contact me today for a free, no-obligation consultation. It's 15 minutes that could change everything you know about lead generation.