Real estate is often once in a lifetime purchase. It’s not a decision made lightly, or in a day – so selling someone a house is a considerably more difficult task than selling someone a cosmetic product or food. However, digital marketing offers real estate agents many opportunities for finding customers. The only thing you need to know is which tools to use and where to place them. With this guide, you’ll learn all the tricks you need for successful real estate lead generation.
First, forget about the cold outreach, begging people to share a link or answer a few questions in Facebook groups. Forget about expensive and ineffective ads. From this day on, your best friend is the one that’s been by your side for decades – your email.
If you think that email is a matter of past, think again – or look at these numbers.
- Email marketing has the highest return on investment and the highest conversion rates. Email marketing has an average ROI of 3,800 percent. For every dollar invested, the average return is $38.
- Email has a higher reach than most social media.
- As of 2017, there are 3.7 billion email users in the world. This number is expected to grow to 4.1 billion users by 2021.
Now, if you think about it carefully, there is a reason why email is such an effective marketing tool. Once you are in somebody’s mailbox, you are having a one-on-one conversation with them. You are not competing with dozens of distraction like you do in your customer’s Facebook feed.
If you want to keep someone’s attention and place in that mailbox, your marketing strategy has to be personalized. You have to know who you’re talking to and what they want to hear. How do you figure that out without being too nosy or pushy? Well, one incredibly successful way to do that is to offer people quizzes.
More than 82% of users will take part in a quiz if they see it on their social newsfeed. The clickthrough rate has been immensely successful in other channels as well. This is a stat you should not ignore. Quizzes appeal to people for a number of reasons. People want to learn more about themselves in a way that is entertaining and lighthearted. With real estate lead generation, quizzes can help your customers (and you) nail down what exactly they need and where to find it.
So let’s create a game that will help you learn these things – an example of a quiz for real estate lead generation.
How to make a quiz
How your quiz is going to look like depends on your goal and your customers. For this quiz, we will segment your customers into three groups.
- Customers who are looking for a big purchase, meaning they want a long-term home. They are likely to want more space and be willing to pay more for extra amenities.
- Customers who are also looking to settle long-term, but have to deal with financial or circumstantial restraints. They are likely to pass certain amenities for the ones they prioritize.
- Customers who are not looking for a long-term home, more open to renting than purchasing. They are looking for something small and functional and prioritize value for money.
This is a very broad segmentation, but it’s a good first step to divide your customers into three distinct groups with different needs and priorities. In the next chapter, we will show you how to further segment these groups for perfect marketing results.
Now I will walk you through the process of creating a quiz in content builder with the drag&drop menu. If you want to learn as we go, click here and register – you can try the tool for free.
1. Cover page
You will create this by dragging Cover page element from the content builder to the start screen area. Enter the title, description, and edit the start button.
Continue by clicking on Design in the upper menu.
On your left, you will see a toolbar where you can adjust font and color palette. Scroll down in the toolbar, and you will find the option to set a background image and adjust its opacity.
If you don’t have your own photos, you can find nice stock photos for free on websites like Pexels and Unsplash.
2. The questions
Once you set up the background image, go back to the Builder menu, and you can start creating questions. You can create text or image questions by dragging the card from toolbar to the content elements area.
This is how the first question looks like in the quiz.
And this is how it looks in content builder – the menu and icons are pretty intuitive and they will lead you down the road.
Now you can go on your own, and I will get into details about the purpose of quiz questions. While it may be really entertaining to ask people what kind of curtains they like, in this context, the answer to that question is useless. You want to make the quiz as short as possible and learn as much as possible. So make each question count.
The first question, as you could see, referred to the amount of backyard space your potential customer needs. The answer implies whether your customer needs something in the countryside, suburbs, or in town. It sets some basic expectations. On to the second question.
With this question, you will learn what kind of neighborhood you should offer to the customer. Some may want acres of land without the neighbors, some are dreaming about the backyard barbeque parties, and some would like to be friendly, but still keep their distance.
Defining what your customer considers as noise will also help you nail down the area where you can offer your customer real estate.
This question nails down the question of the interior. While some people may prefer a remote neighborhood with a large backyard, they are not interested in large houses per se. This answer will clear things up.
Another important detail is to nail down just how ready your customer is for their dream house. Sure, a 6-bedroom house sounds great, but would you be ready to clean it and repair it on a regular basis? A huge backyard rocks, but do you like shoveling snow around it? These are all questions that should find their way into your quiz. Also, the wording of the investment question is careful enough not to get nosy about finances – but it still sets some limits to what you can offer.
The penultimate question nails down your customer’s goal, which is incredibly important when you are personalizing your marketing strategy for various customers. Why? Because it changes your messaging further down the sales funnel.
People who are looking to rent are probably in for a nice, functional home. Your messages for them should be value and solution oriented. White-picket-fence people, on the other hand, aren’t sold only a real estate. They are sold the vision of their future – therefore your messages for them should be directed at their goals and emotions.
3. Hook
Before you move on to results, it is time to generate a lead. Instead of adding a question, drag Form Fields to Content Elements and ask your potential customer to leave you their email address.
I created a preview of the listing, promising them to make their search for a perfect home easier, and more customized.
4. Results
Finally, here are the results of the quiz. Just in case they didn’t want to leave their email address, I included some links in the results.
You will create results by dragging Results builder to the Results menu in the middle.
Once you build all the options, you will click on the map icon on each question.
This will open a menu where you can connect results with answers.
Now, I mentioned that I had included a link to a real estate website in the results. This means that even if the customer isn’t quite yet willing to share their contact, you can encourage them to visit your website and leave their email address later. For example, if they spend more than a minute searching the page with apartments for rent, a pop-up window can offer them to do a different quiz.
Another option is to create results directly on your website, and then display a link as the result. In that case, use URL Redirect option instead of the Results builder I used for this quiz.
How to place a quiz
Quiz alone is not enough – you also need a strategy to reach people. My advice is to mix it up and try to reach people through several channels. Some of the suggestions are:
You can share a link either with your followers or promote it as an ad.
You can share it on your Newsfeed, with friends, or in real-estate groups. Also, you can promote your quiz as a Facebook ad. In this article, you can find all the info you need to make your quiz go viral on Facebook, and make every dollar per click count.
On your website
There are several ways you can place a quiz on your website. Apart from embedding it, there are a few useful tricks that can help you get the most out of quizzes.
Pop-up window
Offering people to solve a quiz enables you to collect leads and simplify the customer’s purchase decision process. Want proof? Here it is.
My suggestion is to create several different quizzes and set them to pop up triggered by various behaviors. For example, if people are searching for houses, offer them to find out how big their house should be or which neighborhood suits them the most. Also, you can create a quiz for visitors who intend to leave your site, showing in a pop-up that says “Before you leave, take this 1-minute quiz to see what’s the lowest mortgage you can get for your dream home!”
One thing though – take great care not to be annoying with pop-ups. They should be timed, so allow visitors the search website a little bit before you offer them a quiz.
Floating bar
This bar, also known as hello bar, can be a fantastic real estate lead generation tool. It is always present, but unlike pop-up, it is not intrusive. With the right call-to-action, it can account for 11% of all leads on your website, which is the case with Quicksprout website. If you want to learn more about utilizing a hello bar to drive clicks and generate leads, check out this article.
Conclusion
Still not convinced that a simple game can do wonders for your email list? Maybe the story of Terri Hart will change your mind. In two weeks, she generated more than 1000 leads in only two weeks – for free. Here you can hear her story.
But the work does not end with generating a lead – actually, this is where your work begins. You’ll want to establish a relationship with your leads – and what better way to do that than a newsletter. In this article, you’ll find tips about making a newsletter that will keep the customers on your email list engaged with your or your business.
As you observe how your leads react to your emails, you will segment them in order to send them personalized, more powerful marketing messages. Take a look at this guide and learn the secrets of high-level segmentation.
And finally, if you liked this and want to give quizzes a chance for real estate lead generation, click here and try LeadQuizzes for free. Tell us about your experiences in the comments!
