STREAMLINING LEAD MAGNETS: STRATEGIES FOR CAPTURING AND ENGAGING PROSPECTS

Marketing is like a pendulum swinging side to side. One minute someone is telling you to go back to basics, and the next to dance on TikTok.

One such marketing tool is lead magnets. A lead magnet is designed to enhance your marketing efforts. It is something valuable that you offer people for free in exchange for their contact info.

If you’re unsure about where to start, below are the actionable steps on how to:

1. Create lead magnets

2. Set up a landing page (to collect emails)

3. Deliver the lead magnet

4. The long-term effects of lead magnets

Let’s get to it!

STEP 1: SELECT A TOPIC

Most people don’t know where to start or what topic to cover, so they get stuck before they even start.

A lead magnet does not need to be complicated, it just needs to be relevant to your potential clients. 

Your goal is to get leads that are interested in real estate. This is your bread and butter and that means relevant lead magnets fall under the “basics” category.

The basics include:

• “Picking the best mortgage”

• “Game plan to get your finances ready to buy”

• “What to know about buying in [market]” 

• “Renovations you need to increase your home’s value”

The basics provide you with perennially relevant topics and have been proven effective in engaging with potential clients.

Once you decide on a topic, it’s time to decide on a format and start creating your lead magnet. 

STEP 2: CREATE YOUR LEAD MAGNET

You have three options for crafting a lead magnet: build it from scratch, source it online, or use a combination of both approaches. It's straightforward to find online lead magnets – just visit trusted sites such as the CFPB to access downloadable materials. Ideally, lead magnets should be easily distributable through email, often in the form of a PDF, spreadsheet, or video..

Some simple ways to create lead magnets, depending on the format you use:

• PDF: Use a template on Canva 

• Spreadsheet:  Use Google Sheets or Excel 

• Video: Use YouTube or Loom

It’s that simple.

Next, it’s essential to set up a landing page to gather contact details and guarantee the delivery of the resource you’re providing

STEP 3: CREATE A LANDING PAGE

The only purpose of a landing page is to collect emails. Setting up a landing page can be done in two days: using a free service or opting for a paid solution. The main drawback of the free option is the need for manual delivery of your lead magnet.

Google Forms stands out as the top free choice for creating a landing page due to its simplicity in setup, with ample tutorials available online. With this option, you’ll need to ensure that you receive an email notification with each form submission so you swiftly dispatch your lead magnet.

There are numerous options for paid landing pages, most of which are user-friendly and easy to set up. Landing pages can be set up through websites such as carrd.co or leadpages.com, or you create a landing page with a newsletter platform such as ConvertKit or MailChimp.

If you're paying for a newsletter platform or CRM, check if it includes landing page features. This is more ideal than a separate website service.

The reason? Lead magnets aim to gather and cultivate email contacts over time, achievable through regular newsletters and personalized communication. With a standalone site, you'd need to transfer new emails to your newsletter system manually.

STEP 4: ADVERTISE FOR LEADS

Lead magnets are a pivotal tool in lead generation, yet their success is contingent on strategic marketing.

Here's how to seamlessly incorporate your lead magnet into your existing marketing efforts:

• In your biweekly local area flyers, include a QR code linked to your lead magnet, enabling you to capture email addresses through traditional print channels.

• Regularly engage your social media followers by sharing 1-3 stories that highlight the benefits and access details of your lead magnet. Ensure these stories are saved to your profile highlights for easy access.

• Optimize your Facebook advertising strategy by directing potential clients towards your lead magnet, rather than limiting your ads to basic business card visuals.

• Enhance the visitor experience at your weekend open houses by displaying prominent signage featuring your lead magnet's title along with a QR code for instant access.

STEP 5: NURTURE YOUR LEADS

Marketing strategies can be divided into two categories: initial engagement and ongoing engagement.

The initial phase involves capturing lead information, a primary function of lead magnets. The subsequent actions are crucial for converting these leads over time.

Ongoing engagement, or lead nurturing, is essential for maintaining visibility and relevance. It typically takes around 8 months for a lead to make a purchase decision, a duration that can vary based on your lead magnet's effectiveness.

Consistency is key in nurturing efforts, which should include regular newsletters, social media engagement, and targeted print campaigns, complemented by persistent and value-adding follow-ups through calls, texts, and emails.

Ensure your newsletters are not just informative but also highlight your expertise and services, offering market insights, buyer/seller tips, success stories, and exclusive offers.

Your social media should showcase your professionalism and engage your audience with educational content, behind-the-scenes views, testimonials, and interactive elements like polls and Q&As.

Biweekly print materials act as physical reminders of your brand, ideally including useful information and promotions related to your lead magnet to attract interest.

Regular, personalized follow-up communications are vital for building strong relationships and showing your commitment to assisting leads in their journey.

Lead nurturing is a critical, long-term strategy for real estate success, requiring consistent value provision and interaction to transform leads into devoted clients.

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