Real estate transactions, closings, and commissions are a direct result of cultivating real estate leads. “What more can I do to fill my real estate lead funnel?” That’s a question we all ask ourselves often, and we’ve tried some things that work and others that haven’t.
Most of our lead generation is geared toward the first level – directed at the prospects we want, real estate buyers and sellers. Another level, referrals from business contacts is sometimes overlooked or not aggressively attacked. A prime example is our social site strategies on Facebook and Twitter mostly. We’re reaching out to our future buyers and sellers. While many real estate professionals have an account at LinkedIn.com, it often isn’t given the attention it needs to become a great real estate leads generator.
Strategy #1: Make LinkedIn Important
If you want to generate real estate leads through your LinkedIn account, first move it to the top of your list right now for action. Learn more about the platform, the largest B2B, Business To Business, online network. It’s like Facebook, but on the business level instead of personal. Make B2B leads your project.
Dig into your LinkedIn account. How many connections do you have, and what business are they in? How many are local versus in areas far from your market? Have you been active on the platform lately, or do you just check it now and then or when you get a connect request? How many real estate leads can you attribute to LinkedIn?
Strategy #2: Network Online
Most real estate professionals are networking in their market areas. They are members of business organizations, working with business professionals on transactions, and just generally building relationships that generate real estate leads. Now you’re just moving some of your networking activity online.
Make a list of every type of business you come into contact with in your real estate practice. Don’t miss any, as some are not as obvious as others.
You can think of more, but don’t miss any vendors that you deal with, even if infrequently.
Strategy #3: Mix & Mingle
Think of LinkedIn as a big local business convention with all of these business people in attendance. Do what you would in the convention, meet people, have conversations, and answer questions. Don’t sit in the corner and be a people-watcher; move around the room and start/build relationships.
Do name searches to find all of the local businesses on your category list and do connect requests to get them into your network. Don’t be sales oriented at first. You wouldn’t walk up to a business owner at that convention and start the relationship by asking “Wanna buy a house?” All you want to do now is a low-key request to connect with them.
Then look at the groups they may be members of. It could be a local accountants group, or it may be larger geographically. If you find one of interest, especially an active group with lots of discussion and questions being answered, ask to join.
Strategy #4: Become a Resource
Join as many groups as you can that in some way relate to real estate. You are simply preparing to join conversations and answer questions as a local real estate market expert.
Set up notifications to send you a notice when someone posts in the group. You’re looking for opportunities to answer real estate related questions, positioning yourself as a local real estate expert. Get into the other person’s shoes. If you answer a real estate investment related question from an accountant, don’t you think that you will be remembered when they’re asked later who to talk to about buying a rental property?
You will likely not be as active on LinkedIn as you are on Facebook, but at least now you’re giving the site a chance to become a valuable source of referral business.