Real Estate Lead Generation How to Build a Pipeline Using Social Media
                     Real Estate Lead  
Generation: How to Build 
a Pipeline Using Social 
Media
The Digital revolution has brought massive changes in businesses operations 
around the  world. Real estate was no exception too. Just like people search for 
information online, the  digital revolution has brought changes in the way 
properties are bought and sold. Now people  around the world reach out to the 
internet to sell or buy a property. They begin their property  search on social 
media platforms. This shows that real estate agents have a great opportunity  
to generate property leads through social media.
Looking at the evolving and highly competitive real estate market, staying 
digitally active on  social media has become the need of the hour. A digital 
mindset is critical to staying on the top.  It would help in connecting with the 
potential buyers and vendors, hold their attention until  the sale becomes 
feasible.
Analytics Behind Real Estate Lead Generation
Before we jump onto the real estate lead generation 
strategies, let us  first look into the conversion metrics 
that would help in tracking the  progress.
Here are the ways by which real estate agents can calculate 
the ROI for  organic lead generation.
Impression Rate
It shows the number of times any given post or google ads 
are seen.
CPM (Cost Per-Thousand Impressions)
CPM is used specifically for awareness campaigns. It is 
calculated by  dividing cost by total impressions/1000.
CPC (Cost Per Click)
This is primarily used for lead-based campaigns driving to a 
landing page.  CPC is calculated by dividing campaign cost by 
clicks received.
CTR (Click-Through-Rate)
This percentage is calculated by dividing clicks 
received by total  impressions.
CPL (Cost Per Lead)
The average cost to acquire a lead is calculated by 
dividing marketing  spend by total leads.
CAC (Customer Acquisition Cost)
The average cost to acquire a customer is calculated 
by dividing  marketing spend by customers acquired.
Bu using the above tactics, you can track the metrics of your 
real estate  lead generation campaigns. These will give you 
a close ratio. You may  even get two different close ratios – 
one will help you identify the  number of leads converted 
into the customers. The other one will help  you indicate the 
frequency at which you close a sale. This is the best way  to 
see who is interested in your real estate brand. Following the 
metrics,  you can stick to the leads that show interest, 
therefore nurture them  with emails, offers, advice, and 
newsletters.
Ef fec t ive  T a c t i c s  to  G e n e r a t e  R e a l  E s t a t e  L e a d s
As per the Digital 2021 global report, 98% of Australian internet users reach out to 
social media to get  real estate information. This shows that the real estate audience is 
already there. It is just that many  real estate agents fail to leverage the true potential 
of social media platforms because they are  unaware of smart social media strategies.
To help real estate agents combat such challenges and build pipeline of leads, we 
have provided the  following tactics.
Target the Right Niche
Cold calling was the most prevalent method to generate 
business  opportunities. But over time, its ineffectiveness has 
led to the birth of  many effective strategies. One such 
strategy is lead generation rooted in  the idea of social 
selling. It works because it promotes authenticity and  brings 
in transparency. Through the use of effective real estate  
marketing strategies, you target only the ideal prospects. For 
that, one  has to understand the target group, establish a 
purposeful marketing  approach and delight them.
Start this by identifying the demographics and creating 
content tailored  to engaging the targeted group of people. 
While creating content, keep  the following elements in 
mind, like, marital status, location, job title,  income, 
interests, hobbies, and age.
Do this by directing your potential clients to your website. 
This you can  do by following the lead generation process.
Add Value Through Content
Curating content that adds value to the customer’s interest, and knowledge is a 
necessity. It forms one  of the crucial ingredients in generating real estate leads. Once 
you pitch a customer, they would only  be interested in knowing why and how should 
they rely on you. By creating effective, informative, and  engaging content, you get a 
chance to build trust. The content creation allows you to interact  personally through 
emails, blogs, newsletters, and offers.
Create Videos to Bring Transparency
Video is the best way to give customers an insight into your 
real estate  business. While texts can be effective, videos 
have the potential to  create an everlasting impact. It is 
effective especially for the real estate  industry as more than 
80% of people are likely to see the property online  before 
making a purchase. Through professional pictures and well-  
captured videos, you can always create a fantastic impact on 
your brand  engagement levels. In fact, it is seen that all 
those realtors who used  video marketing were able to earn 
high ROI. There are several ways by  which you can attract 
customers through videos but to build trust, it is  always 
good to start with video testimonials. Build social proof by  
showing happy customers and build confidence in them.
Develop A Clear Conversion Path on social media
Now that you have successfully invited your potential 
customers to your  website, or social media page. The next 
step is to offer them something  valuable that they end up 
turning into current customers. Give them a  guide on tips to 
sell a home fast, eBook, a free pass to online webinar or  
anything that may interest them.
The world works this way –  First offer something and then ask a favour.  
This holds true for generating real estate leads too. Most 
importantly,  you’ll need to frequently update and optimize 
your landing page to get  the best results. A/B testing can 
help determine which words, phrases,  and even colors are 
more likely to convert your prospects into leads.
C a r e  a n d  Nur tu re
Perhaps the real estate agents need this more often. Unless 
lucky, it may  take between 5 and 12 exposure points to 
convince a customer to do  business with you. Through social 
media, you can constantly follow up  with your customers 
and develop long-lasting customer relations.
There is no pre-set path to generating real estate leads. All 
that you  need is, to understand the needs of your clients 
and the power of digital  marketing for real estate. To know 
more about generating real estate  leads, head to our next 
blog. It will take you through the entire process  of 
generating property leads through google ads.
If you are a real estate agent and are looking for ways to get 
more leads,  contact the best real estate digital marketing 
services provider  company, The Big Unit, in Australia.
GET IN TOUCH
U15/5-7 Paul Ct, Dandenong VIC 3175
03 9000 0828
[email protected]
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