How to Get More Property Leads on Autopilot

A consistent flow of buyers, sellers, or investors is the holy grail of every property-based business, so if you want to get more property leads on autopilot, you’re in the right place.

So many gurus talk about the only way you should be finding property leads for your business. This, of course, inevitably means buying their course. It starts at only, well, yes, it’s usually several thousand, if not more. But, wouldn’t it be worth it, even if it ONLY generated X number of clients per month?

Meanwhile, everyone else talks about the latest and greatest property portal/social strategy/tip and trick you can use to get your pipeline full of hot leads. Are you on TikTok yet?

Contrary to popular belief, no quick and easy solution exists to building a brand and attracting clients. It takes time, money, and effort to build up a trustworthy business. Whether you spend more time and less money or vice versa, you’ll need to add a healthy dose of action, or whatever you do will yield marginal results.

Here’s an idea that isn’t quick, will cost you both time and money and isn’t the latest and greatest new-fangled way of getting leads.

Hey, if you don’t know me yet, then a quick heads up: I like to keep it real.

And, no, I’m not talking about signing up for a free course that teases you with everything you need to know before selling you on the next thing you need to buy to get how you do it.

Still with me?

Want to know more?

Okay, let’s start at the beginning, and I’ll give you the answers you’re looking for.

Introduction to Property Leads

We know property leads are essential, and every property-related business needs them.

What most businesses fail to take into account is the timing related to acquiring a new client.

Yes, ultimately, you want clients, not leads. Leads and prospects are great, but the point at which they become clients makes a difference to your bottom line.

The time it takes for a lead to go through all of the stages required for them to trust you enough to decide that they want you to represent them can start months or even years before they choose to speak with you.

What does this mean for all the quick-fix tricks and shiny objects that tempt the unwary?

Simply this. They are doomed to failure from the outset.

Few purchases or sales in most people’s lives are more significant than their homes. Trust will play a massive part in their decision-making process. Building that trust will not happen with a social media post or an advert.

Building trust with your property leads starts on the day they find out about your business. This means you must ensure that their experience with your brand is first-rate and delivers at every opportunity.

Treat Your Leads Like Precious Jewels

How well you perform before a lead turns into a prospect will determine whether or not they’re likely to become a client.

Of course, there will always be exceptions to the rule; referrals and walk-ins come to mind. However, most people will learn about you, your brand, and your services through your website. Their experience here will often determine if you ever discover who they are and what they want.

Even walk-ins will likely have looked you up online before they decided to come and talk to you.

What The Experts Say

I’m a lover of stats and facts, so here are a few I dug up about getting your perfect prospects:

• According to a survey by the National Association of Estate Agents (NAEA), over 60% of estate agents identified generating leads as their biggest challenge. (Source: NAEA Propertymark, 2020)
• A survey by the Property Academy revealed that over 90% of UK estate agents believe lead generation is the most important factor for success in the industry. (Source: Property Academy, 2019)
• A report by Zillow Group found that UK Estate Agents who responded to leads within the first five minutes were 100 times more likely to convert that lead into a client than those who responded after 30 minutes. (Source: Zillow Group, 2017)
• A study by ActivePipe found that real estate professionals who used an email marketing strategy saw a 9% increase in leads generated and a 7% increase in conversions. (Source: ActivePipe, 2018)

It’s clear, to me at least, that if you want to maximise the chances of a lead converting into a client, you will need more than X years of experience. Even the best value property service in your area isn’t enough.

You’ll need to be responsive, transparent, and actively working to attract leads to your business.

So, where do you start?

Types of Property Leads

Website Leads

Do you want your website to generate property leads? Then you’ll need something they want. That’s if you want to stand any chance of getting a name and email address, let alone a contact number.

While a website can be a simple way to deliver information about your business. The problem most businesses have is that they have no idea how to do this effectively. That is, short of running paid ads.

Here’s the number one, biggest, most fantastic, not-so-secret way of using your website to generate property leads.

Sounds easy, doesn’t it?

Well, actually, it is. When you know how.

One of the easiest ways to ensure your prospects have a good experience with your brand is to give them what they want, when they want it.

• This means ensuring your content is well-written and easy to find.
• Which means ranking on Google.
• Which is where most businesses give up.

It’s Worth The Effort

To rank on Google, it starts with excellent content, but you also need Search Engine Optimisation (SEO).

SEO seems to have a bad rap when it comes to most people’s expectations.

In reality, SEO is a straightforward concept.

All the algorithms, artificial intelligence and tools that have been developed to decide which content is the best and most worthy of a spot on page #1 of Google’s Search Engine Ranking Pages (SERPs) come down to this:

That’s it.

The core premise for SEO is as simple as that. So simple, and yet, apparently, not so easy.

It’s likely that a significant amount of the billions in investment that Alphabet Inc., Google’s Parent Company, have made into making Google what it is today have done so to give just you the best answer to any query every time you search.

While exact research and development (R&D) information is not disclosed, in 2022, Alphabet spent $39.5 billion US dollars on R&D across its many properties. This is an increase of almost $8 billion US dollars compared to the previous year. It should be noted that these expenses cover all of Alphabet’s R&D activities, not just those related to search technologies. But, since Google Search is one of their core businesses, it’s hard to imagine where else they would have invested so heavily.

Of course, artificial intelligence will likely account for a significant portion of the budget. However, since this will almost certainly find its way into the search engine part of the business, it’s still effectively an investment in the future of SEO and search-related technologies.

To finish off the subject of generating leads with your website, I would like to add just one more thing. What makes a good website is only partly to do with what it looks like.

Value Doesn’t Cost a Fortune

The most important aspect of a website is that it gives people what they want in a simple and efficient way.

Spending tens of thousands for a high-end agency to build you a website that looks amazing but delivers no substance will be a complete waste of your hard-earned cash.

What makes a website valuable is the content. The information on your website makes the difference between it being a precious asset or just another digital business card. Even if your website only looks average, assuming it is otherwise fundamentally functional, it will still outperform a flashy site with nothing of value on its pages every time.

Referral Leads

Undoubtedly, many agencies pride themselves on having more than enough business due to their referrals.

This is a fantastic achievement and is worthy of mention.

However, can it help newer businesses without a long history of success?

Is it only for 10+ years in business agencies that have built a track record for success?

Well, yes, and no. Bare with me…

Of course, the more happy clients you have, the greater the chance you’ll be referred to a friend, family member or colleague of said delighted client.

However, too many businesses, particularly younger ones, do not have a referral strategy in place.

This is a big mistake.

Even if you only have one client you have successfully helped, there is no less chance that they will refer you IF YOU ASK.

Developing a strategy to follow up with happy clients will not only increase your flow of hot, qualified prospects through referrals but also add to your catalogue of social proof and help build trust for cold leads. If they would be willing to refer you, they will likely be ready to leave a review or give a testimonial.

Social Media Leads

Social media platforms such as Facebook, Instagram, and LinkedIn can be used to generate leads by creating organic posts that intrigue, educate, and inform.

Cold Leads

Cold leads are often less valuable than others as they have not shown a specific interest in your services.

When advertising to a cold audience, such as with social media, you are trying to disrupt somebody from their funny cat videos or talking with their mum, so what you have to say had better be interesting, compelling, and memorable.

Inherited Leads

An inherited lead is generated by someone else and passed on to a new salesperson or team to follow up with.

Inherited leads can come from a variety of sources, such as

• a list of prospects created by a previous salesperson
• a list of attendees from an event or trade show
• a database of potential customers from a company takeover

These leads can be valuable because they represent potential customers who have already shown an interest in the company’s offering.

When a new salesperson or team receives an inherited lead, they should follow up as with any other lead until they are ready to become customers.

Repeat Business

This is another area that few property businesses leverage correctly. It’s understandable since the average time between moves for a homeowner is getting on for 20 years.

However, think about it this way…

If you do a leaflet campaign, how many leaflets do you drop? 5000? 10,000? More?

What about online advertising? How many impressions are you getting? 100,000? 250,000? More? An audience of 1 Million is considered small by Facebook.

And yet the 1000 people you know, have helped and are more likely to use you again than any of the cold ads you’re placing don’t get any consideration at all?

Even if the only way you keep in touch with past clients is by email, the chances are that you’d get repeat business from some of your past clients. At the very least, referrals are a possibility.

So, how do you keep in touch with being all icky and salesy?

Know Anyone With A Birthday?

Have you got their date of birth? Do you have a birthday club?

What holidays do they celebrate?

• Christmas (celebrated on December 25th)
• Easter (celebrated on a Sunday between March 22nd and April 25th)
• Eid al-Fitr (celebrated at the end of Ramadan, the Islamic holy month of fasting)
• Eid al-Adha (observed on the 10th day of Dhu al-Hijjah, the twelfth month of the Islamic calendar)
• Diwali (celebrated in October or November, also known as the “Festival of Lights”)
• Holi (celebrated in March, also known as the “Festival of Colors”)
• Vaisakhi (celebrated on April 13th or 14th, also known as the Sikh New Year)
• Guru Nanak Jayanti (celebrated on the full moon day in November to mark the birth of the first Sikh guru, Guru Nanak)
• Passover (celebrated in the spring to commemorate the Jewish people’s liberation from slavery in Egypt)
• Hanukkah (celebrated in December, also known as the “Festival of Lights” to commemorate the miracle of the oil lasting for eight days)

It only takes a little planning, and all the effort you put into acquiring a client can pay off for years to come.

Property leads are only the first step. True property professionals develop effective lead generation strategies, sure. But they also use management strategies to grow their businesses long-term by staying in touch with past clients.

How to Generate Property Leads

Since you are likely already utilising various lead generation strategies, I want to focus on my preferred lead generation method, the website.

It is the most underutilised method of lead generation in the property industry.

I am not 100% certain why this is, but I can make a few guesses.

Here’s a quick summary of the most likely reasons I can come up with:

• Not Enough Time
• Lack of Resources
• Lack of Knowledge
• Unclear ROI
• Fear of Negative Feedback
• Limited Reach
• Lack of Interest
• Perception of Industry Norms
• Compliance Concerns
• Lack of a Content Strategy

Let’s take a closer look at these supposed reasons, and then I’ll try and address these concerns.

It’s All About Priorities

Many people, not just property professionals, are concerned about negative feedback or criticism from potential customers, which can lead to a reluctance to put themselves and their businesses out there. Small companies often feel that their content will not reach a broad enough audience to justify the investment of time and resources.

Most property professionals do not see the value in content creation, believing that it will not generate significant interest or leads. There is a perception that traditional marketing methods, such as cold-calling or direct mail, are more effective in the property industry than content creation.

Property professionals may be worried about inadvertently breaching industry regulations or compliance requirements through content creation.

Even property professionals who are dabbling at creating content do not have a clear content strategy or plan in place, resulting in a lack of direction and focus when creating content.

Add all this up, and it makes the most cost-effective form of advertising seem a little unattractive to many. However, as with many commonly held perceptions, the facts reveal an interesting counterpoint.

Let’s dive in and take a close look at each of these.

Not Enough Time:

While I do not recommend this, outsourcing content creation to freelancers or agencies can also be a viable solution to a lack of time. This will, of course, significantly increase the cost of your content creation, though.

Lack of Resources:

Creating quality content does not necessarily require expensive tools or software. Property professionals can use free or low-cost options such as Canva for graphic design or Google Docs for content creation.

According to the Content Marketing Institute, 41% of UK marketers prioritise creating visual content, which can be produced with a smartphone or basic camera. There are transcription tools available, such as otter.ai, and lower-cost AI tools are constantly coming onto the market.

Lack of Knowledge:

Yeah! I struggled with this one, too. The Internet, anyone?

However, I guess it’s true that you don’t know what you don’t know. Numerous resources are available online, such as courses, tutorials, and multiple books that can help property professionals develop the necessary knowledge and skills for content creation. Oh! Let’s not forget blog posts – ummmmm like this one. Perhaps. Maybe. And all of these:

It’s just a suggestion…

The information is out there. You just need to look.

Unclear ROI:

According to a report by the National Association of Realtors, content marketing generates three times as many leads as traditional marketing methods and costs 62% less.

If you like the odd stat and fact, as I do, I recommend you look at SEMRUSH’s report on the state of marketing for 2023. It has some fantastic insights into the type of content you should be producing and the effects it can have on your business.

Find it here: The State of Content Marketing 2023 Global Report | Semrush

By using tracking tools such as Google Analytics, property professionals can measure the effectiveness of their content marketing efforts and adjust their strategy accordingly. This is particularly powerful when combined with the Facebook Pixel.

Fear of Negative Feedback:

Feedback is nothing to be afraid of, good or bad. It all helps you grow in the long run.

Limited Reach:

Leveraging social media platforms such as Facebook and Instagram, which have billions of users, makes it easy for any small business to reach a broad audience with their content. The problem that most property professionals have is that they treat social media as a property portal.

Wonder why {social} media doesn’t work for you much? You NEED good content, not another house for sale.

Also, by using targeted advertising and SEO, property professionals can increase the visibility of their content and attract a relevant audience. This is the core of any good content marketing strategy and something you can learn to do from my book.

Lack of Interest:

Content creation can generate significant interest and leads. The only way you don’t get interest in your content is if it isn’t very good or people can’t find it when they need it. If the only content you have is your latest instructions, who do you think you’re competing against?

Have you heard of Rightmove, Zoopla, and On The Market?

They do alright. Okay, their model is slightly different to what you’ll be doing. Think of them more as content curators. Estate Agents provide the content (properties for sale or rent), and the portals make it easy for people to find what they want. Their marketing has done a fantastic job of positioning themselves as the go-to place for finding a property.

So, when you use your website and social media platforms as another property hub, do you really think you will beat the established competition?

According to a report by Hubspot, businesses that blog generate 55% more website visitors than those that do not. Don’t forget to check out the frequency and types of post sections in the SEMRUSH Content Marketing report.

If you know what people want, can provide the answers in an easy-to-consume way and can be found when needed, you will get interest in your content, and lots of it.

Perception of Industry Norms:

Traditional marketing methods such as cold-calling can be intrusive and ineffective in today’s market, where consumers are more likely to research and engage with businesses online. The personal touch, such as Direct Mail, can still be effective, but its reach is limited.

According to a report by the Content Marketing Association (okay, there may be an agender there – I’m giving them the benefit of the doubt), content marketing generates higher engagement rates than any traditional advertising method. I tend to agree.

It’s not hard to see why when you’re comparing Likes, Comments, and shares against filling out forms, receiving phone calls and the like.

Compliance Concerns:

By collaborating with legal professionals or industry associations, you can ensure that your content meets regulatory requirements.

Lack of a Content Strategy:

A clear content strategy provides direction and focus for property professionals when creating content. The SEMRUSH report clearly shows that if you want your content efforts to be successful, you NEED a content strategy. This ensures that your content is aligned with your business goals and audience needs while delivering every time.

According to the Content Marketing Institute, 69% of UK marketers have a documented content strategy, indicating that it is a common and effective practice in the industry.

Knowing what to write about is also a part of your content strategy; I cover it in detail throughout my book. I also talk about how you can effectively leverage social media, your email list and various other methods to get your content in front of your perfect prospects.

Best Practices for Nurturing Property Leads

This is a relatively simple process, but again, it requires a bit of thought and planning.

Get this step wrong and it will cost you dearly in lost business and opportunities.

I also cover this in detail, well, you know where. 😉

Tools and Technologies for Managing Property Leads

Your CRM is the hub of your sales and marketing activities. Everything about your leads, prospects and clients should be located here.

If you have more than one system for storing this information, you need to look at ways of centralising your data so that you can more effectively track your KPIs and ROI. Yes, technology is there to help with this as well. There are many tools available to help with this. A quick search on Google for Zapier and its alternatives will list all the latest and greatest options available to help you link your business tools together and make you more efficient.

Your technology’s goal, particularly your CRM, is to automate as much of your marketing and follow-up as possible. This gives you more time to interact with your hot prospects and existing clients, giving them as much time and attention as they need.

What does all this mean for you?

So, bringing it all together. Using your website to attract your perfect prospects with high-quality, well-written and relevant content is what this is all about.

The key to this system is that, unlike traditional advertising, you are not trying to push your way into the consciousness of a potential prospect with a message that you hope resonates with a desire they might have had a while ago, or hopefully now, or maybe in a little while.

Instead, you provide solutions, answers, and a clear path to a potential outcome by giving people what they want, when they want it.

Note: While Content Marketing, Attraction Marketing, and Inbound Marketing are closely related, they do have subtle differences. I may create a post that covers this in detail, but for now, if you’re not already a content creator, the distinction isn’t relevant and learning how to create expert content is your first priority.

The intent is everything.

When you go onto your favourite social media platform, are you there to watch funny cat videos, see what the family is up to, or maybe stalk your X? It could be any or all of those. The chances are, though, that you are not there to buy or sell your home.

However, what if you type “How do I get the most money for selling my house” into Google?

Let’s say, for example, a post from a local estate agent titled “The 7 best improvements to maximise the value of your home in [your area]” is on the first page of the results.

Are you going to click it?

Eeeeeeeeerm, no brainer…

Of course, you’ve probably already clicked and started reading.

Now, what if you get to the end of that amazingly helpful article and there is a guide you can download, FOR FREE, that takes you through all the ups and downs of getting the home improvements done to the highest standard for the lowest cost.

Will you give the lovely agent who just solved your problem your name and email address?

Yeah! Me too.

That is the difference between advertising your services and attracting perfect prospects.

When you match the intent of the searcher, they are gretful they found you and will be willing to share. Shove another ad in their face about your latest and greatest limited time offer, well… What do you do?

Yeah! I ignore them too.

And Finally!

Now, at the top of this post, I said that there is nothing you need to buy. This is true. I give away knowledge freely and don’t expect anyone to buy anything from me. More is always coming so you may have to wait for the bit you want or need.

However, if you’d rather not join me in my Facebook group, read all my blogs and listen to all my videos and instead, you want to get the framework for my high-ticket Property Leads Accelerator coaching programme laid out in a simple step-by-step book for the ridiculously low price of £6.95, then you can get your copy here:

If fuelling my coffee habit isn’t for you, and £6.95 is too much (Yup! I’m pointing out the ridiculousness of that idea), please feel free to join me in my group and ask any questions you have. If I haven’t answered it in the group already, I’ll give you a quick answer and then create a blog and post with more details as required.

Please do like and share this post if you found it helpful and give it a rating so I know how I’m doing.

Thanks.