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To have a successful real estate business, you have to continually generate new clients – there is no way around it. No leads equals no sales. If you’ve been in this business for a while, or even if you’re just starting out, you find the number of agents competing for business can be overwhelming.
So, you’re probably thinking: How do I get real estate clients and differentiate myself from everyone else? Many agents rely on traditional marketing methods to build their book of business. While these methods still work, sometimes they aren’t enough to break through the noise in a market saturated with agents.
We’re going to review traditional methods of getting real estate clients but also take a look at proven out-of-the-box strategies that actually work. Let’s go beyond cold-calling and traditional sales methods to learn how to get real estate clients.
Traditional ways to get real estate clients (that still work)
The foundation of any real estate business should include the tried-and-true strategies we all have come to know – maybe not love – but they work. These traditional methods have been used by top real estate agents for decades because they truly do work.
While this article is going to focus on some out-of-the-box strategies, the traditional methods should still be at the core of your business. Let’s take a look at a few of the traditional methods to ensure you’re not missing any strategies to build credibility and attract more clients.
- Sphere of influence (SOI) marketing: Reach out to friends, family, and past colleagues
- Referrals: Ask your past clients and your network for introductions to potential buyers and sellers
- Open houses: Meet potential buyers and future sellers
- Cold calling & door knocking: Target expired listings, FSBOs, and farming neighborhoods
- Direct mail campaigns: Send market updates, just sold or just listed postcards
- Paid lead generation: Use services like Realtor.com, Zillow, or targeted Facebook Ads to attracts clients
- Networking events: Attend local business meetups or chamber of commerce events
- Community involvement: Sponsor local events, volunteer, or join neighborhood Facebook groups
- Hosting homebuyer seminars: Educate potential clients while showing off your expertise and building credibility
- Social media marketing: Engage with your audience through Instagram, Facebook, and LinkedIn
These methods may not be the most exciting ways to attract new clients. However, when implemented correctly and consistently, they provide a high return on investment (ROI) and a steady stream of real estate clients.
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Out-of-the-box ways to get real estate clients
When traditional methods of obtaining clients come up dry, it’s time to start thinking a bit differently. In order to land new clients, you have to do things that set yourself apart from everyone else. This requires you to get creative and tap into some out-of-the-box strategies. Let’s take a look at a few ideas that put a fresh spin on traditional methods and are sure to get your creativity flowing.
Creative content and social media strategies
- Best for: Agents looking to grow their social media presence and engage with their audience
- Time investment: Medium
- Cost: Low to medium
Social media gives you the opportunity to showcase your expertise and connect with potential clients. While jumping on trends can grow your audience, out-of-the-box content will go farther in helping you land serious clients.
Create a “House Matchmaker” Instagram series
Create short, engaging videos matching buyers to homes based on their personality, lifestyle, and budget. Creativity is key here. You can use actual buyers or scenarios that you’ve made up. Think of this as your very own HGTV series – except you can find ways for your audience to interact along the way.
Example: “Meet Lydia! She enjoys an active lifestyle and loves walking trails in the state park with her dog Buster. Which one of these homes do you think she chose?”
Create a “Neighborhood Insider” series on social media
Homebuyers aren’t just looking for a home, they’re looking for a community. Get hyper-local on your social media pages to position yourself as the go-to local expert. Create a series of posts that highlight popular neighborhoods, restaurants considered hidden-gems, parks, and other local businesses. As someone who lives in the area, you have insider knowledge on the local scene to share – like the best happy hours or the best coffee shops to work from.
Add a geotag to the locations you post about so followers can click on the tag to get the exact address and visit themselves. Speak with local business owners to see if they want to provide a coupon to your followers, be interviewed for your page or cross-promote your real estate business on their social pages. The more you show your insider knowledge about the area, the more leads will trust you to find them a home there.
Targeting untapped buyer markets
- Best for: Agents who aren’t afraid to roll up their sleeves and invest time into building relationships that may have a long-term return on investment (ROI)
- Time investment: Medium to high
- Cost: Free to low
So many times, agents will go after the same type of buyer or seller because they are comfortable with a particular dynamic. Shift your approach to target overlooked demographics, you just may find a few diamonds in the rough.
Offer a free home consultation for renters
Do you know how many renters I’ve met that had no idea that they could actually buy a home? Many times for less than the cost of their rent. Consider partnering with a local lender to offer free, no-obligation dream home consultation sessions where you can work with the lender to assess their financial situation, explain loan programs, and show them what’s possible.
Pro Tip
Create a “Why rent when you can own?” calculator to add to your website. Use it to capture leads and book consultations.
Hold a buyer strategy session
Many homeowners feel stuck in their current home even though they’d love to upgrade to something bigger – or sometimes something smaller. This is usually because they don’t know their home’s value and how to go about selling in order to tap that equity. That’s where you come in by providing a strategic listing consultation where you’ll show them what their home is worth. During the listing strategy session, include a detailed comparative market analysis (CMA) showing them what their house is worth. Then, discuss any equity they may have in the property as further motivation to sell — especially in competitive markets.
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Host a home goals vision board workshop
Many people dream of owning a home, but they can’t see the path to getting there. Host a vision board workshop – or as I call them – vision board parties. This unique opportunity allows you to connect with potential buyers by tapping into your creative side and just having fun. The goal is to have attendees create a roadmap to their dream home including budget, must-haves, and lifestyle criteria.
The best part? You can host these events either virtually or in-person. Virtual: have attendees open up a pinterest board and start pinning. In-person: grab some real estate magazines and scissors and have people start creating.
Pro Tip
Ask questions to get their creativity flowing. “Do you need a garage? A large kitchen? What about a pool? The yard size?” The goal is to get them to visualize the house they want and what they need to do to get there
Tapping into seller leads and unique partnerships
- Best for: Agents who are looking to generate off-market seller leads by partnering with other local professionals
- Time investment: Medium
- Cost: Free to low
Finding motivated sellers is not always a straightforward process, but building some strong partnerships can help bridge that gap. Network with professionals in different business sectors to bring in highly motivated sellers who may be in unique positions to sell. If you partner introduces you, you’ll likely be the first person they talk to about selling their home – and the last.
Partner with divorce attorney’s and estate planners
This one may sound a bit strange, but hear me out. I was apprehensive initially when I first heard about agents marketing to this specific demographic – it almost seemed predatory. However, once I learned more about this niche, I found that agents are much needed in these areas of expertise.
Divorce and estate sales can be complicated and require lots of work and patience to get them closed. If you have the particular skill set required to work with these types of clients, consider partnering with divorce attorneys or estate planners. Offer free consultations to clients in difficult situations who may need to sell a home or purchase another one.
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Leverage Airbnb and short-term rental owners
Owners of short-term rentals are often looking for additional properties to add to their portfolio. Use the Airbnb or VRBO apps to search for top rated hosts with multiple properties. Strike up a conversation and send a tailored email with a property recommendation.
Example: “I see your properties on Airbnb are performing really well. If you’ve thought about expanding your portfolio, I have a few properties you may want to take a look at. Check out this one. [Insert link to property] I’d love to chat and get you in for a showing if you’re interested!”
If you come across an owner that has multiple properties, you can also offer property management services (If your license allows you to do so). This can add another income stream to your business while strengthening your relationships with investors.
Convert expired listings by offering a “Second Look”
Offering a second look at an expired listing may sound pretty traditional, but I’m going to challenge you to do this a bit differently. Anyone can call an expired listing and offer to comp their house again and provide a generic report. My challenge to you is to create something that will set yourself apart from their last agent – and any other agent that has reached out to them since the listing expired.
Start by asking them if they’d like a fresh market strategy and then deliver them with a marketing package that sets yourself apart from other agents. Highlight what you will do differently, including marketing, pricing, and staging. Then, show them how you’re the right person for the job. Come prepared with a branded listing presentation and sample marketing materials.
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Innovative lead generation strategies
- Best for: Tech-savvy agents looking to up their marketing game and build a steady stream of leads through creative communication
- Time investment: Medium
- Cost: Low to medium
To keep your pipeline flowing with incoming leads, you’ll need to use more than just the typical lead generation methods. Innovative strategies leverage your creativity while using the latest technology and automation systems to generate high-quality leads.
Send personalized market update videos to past clients
Many homeowners have no idea how much their home’s value may have changed since they purchased it. Consider sending dynamic market updates to your past clients by recording a 1-2 minute personalized video. Update them on their home’s current value and the local market trends. This will help keep you top of mind for referrals and repeat business.
Example: “Homes in your area have increased in value by an average of 12% this year. If you’re curious about your home’s value, let’s chat!”
If you don’t know how to send videos in an email, BombBomb has you covered. Their program lets you easily record and send personalized videos that are sure to grab a lead’s attention. BombBomb has built in tracking so you can see who’s actually watching your videos and helps you connect with your leads and past clients in a personal way.
Visit BombBomb
Create a home seller readiness scorecard
Have you ever met with a seller that wasn’t sure if they really wanted to sell? It happens more often than not, so it’s important to be prepared to help them decide to list – and more importantly – with you. Create a fun, interactive quiz to help them decide if they are ready. Put this quiz on your website and capture their contact information. Based on their answers to your questions, create a seller action plan to send to them to continue the conversation.
Creative lead capture techniques
- Best for: On-the-go agents who want quick and effective ways to connect with tech savvy clients from anywhere
- Time investment: Low
- Cost: Low to medium
Attracting leads is one thing – capturing their information is another. To effectively engage with potential clients, you have to offer them an easy way to connect with you. Go beyond basic intake forms and try an interactive approach that is sure to turn curious prospects into serious clients.
Turn your car into a lead magnet
We’ve all seen the agent who drives around town with their face plastered on their car with some salesy slogan and contact information. While that works for some people, the vast majority of agents prefer to be a bit more subtle. Consider a QR code decal for the back of your vehicle with a tagline that says “Looking for a home? Scan me!”
When they scan the QR code, it should take them to a landing page on your website. Be sure to offer something of value in return for the scan. Here are a few ideas:
- Free home valuation
- List of your upcoming events
- Stand-out listings
- VIP email list invite
- Home selling prep checklist
- Home maintenance tips
Even if they are just curious and want to see what’s attached to your QR code, you’ll be leaving them with something of value so they’ll remember you when they’re ready to make a move.
Don’t let leads slip out of your hands. You need a powerful CRM to work for you, even when you’re driving. That’s where Market Leader CRM comes in. It can integrate with your website to capture leads when you’re on the road. With automated follow-up, Market Leader CRM nurtures your leads for you saving you valuable time and resources.
Visit Market Leader
Face-to-face networking and local events
- Best for: Agents who thrive on face-to-face contact who enjoy being involved in networking and community events
- Time investment: Medium to high
- Cost: Low to medium
In person, face-to face connection is a powerful tool. Potential clients are able to immediately put a face to a name while holding meaningful conversions with you. These real-world meetings allow you to showcase your expertise and establish new relationships that are sure to turn into lasting business connections.
Target pet parents with dog park networking
Pet owners are typically looking for specific traits in their next house like yard size, types of flooring, and walkable streets. They are also looking for pet-friendly communities and need to know about any HOA restrictions. Here are a few ideas to build relationships with pet owners:
- Hold a “Yappy Hour” at a local pet-friendly brewery
- Create a “Best Homes for Pet Owners” market report to post on social media
- Attend local dog meetups with your own pups
- Partner with a local shelter to sponsor an adoption day
Host an open house with exclusive invites
Turn a regular open house into a VIP event. Partner with a local lender to hold an exclusive event to get more eyes on your listing. Invite local business owners, influencers, and past clients to create a buzz to find the home’s new owner. Consider serving cocktails, light appetizers, and even bring in some local musicians to entertain your guests.
You may be wondering why you’d go to these lengths to sell a home, but this works really well with luxury listings that typically take a bit longer to sell due to the smaller pool of buyers available. You can also apply this strategy to any listing that may be on the market for a bit longer due to current market conditions.
Building a strong investment client base
- Best for: Agents looking to build relationships with investors who are likely to be long-term repeat clients.
- Time investment: Medium to high
- Cost: Low to medium
Investor clients are focused on their bottom line – cash flow, ROI, and long-term profits. They can also be a bit harder to win over and may be looking for an agent with particular experience or skill sets. Position yourself as a market expert who has valuable resources to offer. Once you do, you just may have a client for life.
Host an “Investment Happy Hour” for aspiring landlords
Many people I’ve talked to think that owning a rental property is easy, but they don’t realize the time, money, and commitment it takes to be successful. Consider hosting an investment happy hour event at a local bar/restaurant where you hold discussions about finding rental properties and the differences between short-term and long-term rentals. Educate them on how to get started and bring in local lenders who can help them with financing questions.
In an era where anyone can be a landlord with programs like Airbnb or VRBO, it’s important for anyone thinking about taking on this venture to have the right tools to get them started. When they’re ready to purchase, you’ll be there to help them jump into their investment journey.
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Build a “Just Listed listing” strategy
Neighbors always get curious when a home goes up for sale. They want to know all the details about the property. How much is it listed for? What does the inside look like? What updates were done to the home? Will it actually sell? While most neighbors are just curious, there may be a few that have been on the fence and thinking about selling.
Reach out to the immediate neighbors with a personal handwritten note that conveys the interest buyers have had in the neighborhood and a call to action if they’re interested in learning about the value of their home.
Example: “Your neighbor just listed their home, and we’ve had strong interest. If you’ve thought about selling, now might be a great time. Let’s chat!”
The full picture: How to get real estate clients
There are countless ways for you to get real estate clients. Finding the magic recipe to make your business successful will take some work. It’s trial and error, and consistency is key when looking at how to get real estate clients. Be sure to track your results and double down on what brings you the best ROI. You won’t be able to gauge how well a strategy is working if you don’t see it all the way through.
It’s easy to get discouraged, especially when traditional methods just don’t seem to be working. By applying creative, out-of-the-box strategies that you enjoy, you’ll tap into niche markets and connect with clients at a hyperlocal level. The more you set yourself apart, the more effective your lead generation efforts will be.
