Generating real estate leads is never easy, especially with crowded markets and new realtors popping up every day. However, the industry is big enough for all agencies to thrive, even the new ones, with the right real estate lead generation system.
Real estate lead generation for agencies is about more than staffing a team of agents. It’s about leveraging the right digital marketing tools and setting up an effective lead generation system and sales process.
This guide breaks down some proven real estate lead generation methods to keep your team busy, closing, and happy.
What Does a Real Estate Team Need to Succeed?
Building a successful real estate team requires more than skilled agents. It comes down to establishing a cohesive structure with clear roles, effective marketing strategies, and shared goals.
Here’s what every real estate team should prioritize if they want to maximize their real estate lead generation:
A Team with Complementary Skills
A balanced team includes agents with diverse skills—from marketing expertise to sales prospecting. Agents experienced in social media marketing for real estate, lead nurturing, and client engagement can significantly impact your team's overall performance.
Effective Marketing
Agents can’t rely on old-school methods like print ads alone. Today’s effective marketing requires a mix of traditional and digital strategies. This includes paid advertising on platforms like Google Ads to drive traffic, social media marketing for real estate to reach a broader audience, email campaigns to nurture leads, and engaging content to position your team as a market authority.
According to the National Association of Realtors® (NAR), 97% of homebuyers used the Internet in their home search in 2020. This means your team must be adequately skilled in digital marketing—SEO for real estate, paid ads, and social media—because this is where homebuyers start their searches.
Strong Leadership
A leader provides vision, direction, and role clarity. Effective leadership ensures that each agent works toward shared goals like increasing real estate lead generation and conversion rates.
ClearTeam Goals
A scattered approach leads to mixed results. Your team should have individual and shared targets—whether a certain number of closed deals per month or boosting leads by 20% within a quarter—cohesion matters. When everyone knows the goal, they’re motivated to contribute, and the way to achieve it becomes clearer.
Top Real Estate Lead Generation Strategies for Teams
Generating quality leads in real estate is always a mix of strategy, tools, and timing. For real estate teams, using the correct digital tactics is critical.
Here’s a guide to some of the most powerful digital marketing lead generation tactics using tools and platforms like Google Ads, SEO, landing pages, and social media to turn clicks into clients.
Google Ads for Real Estate
Google Ads is a shortcut to reaching homebuyers and sellers as they search for properties or agents. You can program ads to target people based on specific parameters, such as locations, intent, what they’re actively looking for, and more.
Benefits of Google Ads for Real Estate
- Targeted Traffic: You’re reaching people actively searching for homes, not just hoping they come across your listing.
- Customizable Budget: You can set a budget that works for you. Whether working with a monthly budget of $1,500 or $5,000, you control how much you spend.
- Measurable Results: Google ads offer real-time data, tracking clicks, conversions, and more.
How to Set Up Google Ads Campaigns
Setting up campaigns is fairly straightforward once you're ready to get your Google Ads for real estate rolling.
Here are the steps to set up your Google Ads campaigns. By doing so, you can create a full pipeline of targeted real estate leads for your team.
Step 1: Head to ads.google.com and click the Start now button.
Source: Google Ads
Step 2: Find the Campaigns icon on your dashboard. Click it, then hit the Campaigns dropdown. Next, click the plus (+) button and select New campaign.
Step 3: Tell Google your main goal. For real estate agents, this could mean:
- Leads (to capture potential buyers and sellers)
- Sales (to drive sales online, in the app, by phone or in-office)
- Website traffic (to drive visits to your property listings)
- Awareness and consideration (to reach a broad audience and build interest in your listings or agency services)
Select what best reflects your team’s strategy. If your main focus is real estate lead generation, go for Leads, follow the prompts, and continue.
Step 4: Select a “Campaign Type.” The types of Google Ads that work best for real estate include search, display, and video.
- Search Text ads that appear in the sponsored ads section for relevant searches, i.e., “luxury condos in Los Angeles.”
- Display: Eye-catching image ads on relevant websites (great for showcasing property photos).
- Video: Ads on YouTube – perfect for virtual tours or client testimonials.
Most real estate teams will find Search or Display ads effective, but don’t be afraid to experiment.
Step 5: Target your ideal market. For instance, do you only want people in New York City to see your ad? Then, set your location to New York City, United States. If you cater to Spanish-speaking clients, select English and Spanish as your languages, and click Next.
Step 6: Set your budget and bid strategy. Start with a manageable daily budget. For real estate teams, a good starting budget is $3,000 per month, depending on your market.
Step 7: On the next page, fill in every field, including your ad headlines, CTA anchor texts and URLs, and agency details, among others. When you are done, click Create Ad.
Step 8: If a click turns into a lead, you can optimize your ad campaign by setting up a conversion measurement. This helps you track actions like form submissions, calls, or button clicks.
And there you have it. This guide lets you easily set up a Google Ads campaign for your real estate agency.
SEO for Real Estate
Search Engine Optimization (SEO) gives your real estate listings visibility in search results. It ensures potential clients find your site when they type in “homes for sale in [city]” or “real estate agents near me.”
SEO mainly uses keywords and content to push your website to the top of a search engine results page (SERP).
According to WordStream, websites on the first page of Google capture 71% of search traffic clicks. For real estate agents, ranking high means more traffic, leads, and sales.
3 Tips for Real Estate SEO
- Master Local SEO: Optimize your website for your specific local market. Use local keywords like “best real estate agent in Milwaukee” or “new homes for sale in Austin.” Create a Google Business Profile to boost your local search results—because no one’s booking a showing if they can’t find you first.
- Remember, 40% of businesses that optimize for local SEO see up to 500% more ROI. You should also embrace long-tail keywords to capture more specific searches, like “affordable waterfront condos in Miami” or “pet-friendly apartments in Chicago.” Long-tail keywords are longer and more specific phrases people use when they’re closer to deciding. These can lead to higher qualified traffic. They’re used by people who know exactly what they want. And those are the leads that turn into sales faster.
- Create Value-Driven Content: No one wants to scroll through fluff. Create content that helps your audience. These can be neighborhood guides, real estate tips, or articles on “how to prepare your home for sale.” Business sites that feature value-driven blogs get 55% more traffic than those that don’t, according to Wix. Add testimonials and success stories to your website and landing pages. Google loves content that builds trust, and so do home buyers.
Landing Pages for Property Listings
Landing pages are single-page websites designed to convert visitors into leads. Landing pages keep your prospects’ attention where it matters most: on the properties you’re showcasing to sell.
There are no distractions, just one goal: getting visitors to act by filling out a contact form, calling a phone number, requesting a viewing, or signing up for updates.
Importance of Landing Pages to Google Ads
A solid landing page pairs perfectly with Google Ads for real estate. When someone clicks your ad, they need a place to land. Sending them to a cluttered homepage is like inviting them to a house with no open rooms.
According to HubSpot, companies that use dedicated landing pages in their PPC (pay-per-click) campaigns see up to 55% more leads.
A well-designed landing page can generate more real estate leads, increase your conversion rate, and lower your cost per lead, helping provide a better return on investment for your Google Ads.
Key Features of Effective Landing Pages
- Attention-Grabbing Headlines: Lead with phrases like, “Stunning 3-Bedroom Downtown Loft—Book a Viewing Today!”
- High-Quality Images and Videos: People want to visualize themselves in a space. Professional photos and virtual tours work wonders.
- Strong CTAs: Don’t make them guess what to do next. Use CTAs like “Schedule a Tour” or “Request More Details.”
- Essential details: Include key property highlights like square footage, neighborhood perks, and unique features. But keep it clean with no clutter.
- Lead Forms: Make it easy for people to contact you. The simpler the form, the more leads you get.
Social Media Marketing for Real Estate
Social media for real estate teams is a powerful tool for generating buzz, building your brand, and, most importantly, capturing real estate leads.
Instagram and TikTok
Let’s face it: Visual platforms like Instagram and TikTok are where people house hunt and plan their next move. For real estate teams, these platforms are a playground for showing off gorgeous properties, sharing insider real estate tips, and connecting with a younger audience.
Top real estate teams use Instagram Reels to showcase properties and for quick market updates, engaging followers and sparking interest. And don’t underestimate video tours. A survey by the NAR shows that homes listed with video received 403% more inquiries than those without.
Advantages
- The platforms’ short videos and stories capture attention fast.
- Perfect for property tours, behind-the-scenes clips, and neighborhood highlights.
Challenges
- Creating quality content requires time and creativity.
- TikTok and Instagram stories have a short window of relevance.
- Consistent posting (1-4 times daily) is needed to stay visible.
Real Estate Lead Generation for Teams
Real estate teams need a multi-faceted approach to scale in today's market. To drive immediate traffic and real estate leads to listings, combine Google Ads with a landing page. You can further enhance your reach with SEO, Instagram, and TikTok to attract organic leads.
FAQs
What is the best digital marketing strategy for real estate?
The best strategy combines PPC campaigns, SEO, and social media. Start with targeted paid ad campaigns like Google Ads for real estate paired with dedicated landing pages.
How effective are PPC campaigns for real estate agents?
Google Ads are highly effective at generating qualified leads fast. PPC campaigns with compelling landing pages can boost site traffic and visibility by up to 55%.
How do you convert leads in real estate?
Respond quickly, highlight product value, and maintain consistent follow-up. To keep real estate leads interested, follow up with personalized email campaigns, property alerts, and engaging content.
