Outside your sphere of influence, how are you getting new real estate clients? If the answer isn’t “online marketing,” you’re missing out on a whole world of potential business.

Home buyers and sellers are flocking to the Internet to not only find information, but find the people who will make the process easiest. Even if you have an agent or broker website that gets found when someone does an online search for a REALTOR®, you may be missing the key component needed to turn those site visitors into leads (and closed business).

Read on to learn more about how the one-two punch of content marketing and lead forms can transform your real estate website into a growth engine for your business.

Punch #1: Content Marketing

Have you ever heard the saying, “You need to set the table before inviting people to dinner”?

This concept certainly applies to real estate marketing. In order to collect contact information from your website visitors via lead capture forms, you need to first provide them with something valuable in exchange.  

Regularly publishing locally focused blog posts about your brand and market, community pages that spotlight your neighborhoods, and everything in between is how you’ll steadily increase your traffic and get the “right” visitors engaging with your real estate site pages.

Developing “offers” for prospects who visit your website is also a savvy move. These two category ideas can help you get you started:

  • Content (market guides, local real estate reports, buying/selling advice videos, etc.)
  • Consultations (listing presentations, coffee meetups, Skype chats, home valuations, etc.).

Whether they’re featured on some, most, or all of your site pages or on a dedicated custom lead capture page, you have many opportunities to gather your visitors’ contact details, housing preferences, and other tidbits that can help you grade and prioritize them in your CRM database.

The important thing is to give your visitors a reason to fill out a form.

Here are a few tips for converting your website leads into clients:

  • Be human and relatable in your lead capture copy. Show off some humor and be conversational in your CTA (call to action) language.
  • Use images and videos to persuade your potential prospects to take advantage of your offers (and share their contact info in the process).
  • Get right to the point with quick-hit, direct copy that briefly but clearly explains your specific offer.

To wrap up the discussion on content marketing, here are some resources that will set you on the path to lead generation success:

[RESOURCE] Sample Content Marketing Calendar

[WEBINAR] Creating Compelling Content with Barbara Woyak

[WEBINAR] Create a Winning Content Plan with Judy Weiniger

[VIDEO] Content Marketing 101

Punch #2: Lead Capture Forms

Once you have appealing content that attracts leads to your digital front door, you have two main options for setting up custom lead capture forms on your site:

  1. Working with a templated website and marketing service provider that offers pre-made page themes with embedded lead capture forms.
  2. Finding a lead capture tool or plug-in that syncs with your agency website and allows you to create custom versions with different headers, body copy, and styles.

If you want to take the most efficient (and easiest) route here, a real estate website that already offers custom lead capture pages and forms right out of the box will save you the hassle of researching and mastering one of many lead capture services.

Assuming you go with this option, you can start building your contact collecting forms right away. Within Placester, for example, you can build and save three kinds of lead capture forms:

  1. Passive
  2. Aggressive
  3. Custom

Passive forms appear after, say, a handful of pageviews on your website.

Aggressive forms show up more quickly than that (as soon as 10 seconds after a user lands on your site).

On the Placester platform, custom lead capture forms can be passive or aggressive, depending on your preferences (hint: Test both out over time to see which yields the biggest crop of new real estate leads from your site).

When placed on custom lead capture pages, these forms are built right into your website, making them appear naturally alongside your locally-focused content.

Here’s a primary example of an attractive custom lead capture page you could create in the Placester dashboard for your real estate website (in this instance, a gated offer for a home buying guide):

Notice that the standard contact form requests — first and last, email, and phone number — in the example above are paired with another information request that will get you valuable intel. Selling timeline is just one instance of a “bonus” field you can add to your forms to learn more about your leads and how ready they are to work with you.

Whether it’s the type of home a buyer is looking for, or the biggest pain point for a seller, custom fields offer you the opportunity to get inside the minds of your online prospects and understand how you can turn them into clients.

For instance, if a website lead says they want to purchase a newly built single-family residence and no other kind of property, you can share an email nurture drip with them that features only new single-family construction in and around your market.

A targeted marketing approach is the best strategy for earning new online business because it shows you understand and listen to the needs of your clients.  

Watch our on-demand webinar to learn more specific lead capture form tips that can help you generate real estate leads online: