90% of all home buyers use the Internet as a resource for making their buying decisions (Source: NAR). Since first-time home buyers tend to be young, having a strong online lead generation plan is even more important for attracting this audience. If you are looking for ways to attract and convert more first-time home buyers, check out the strategy below! Use this process to increase traffic, brand reach, leads and buyers.
Attract More Website Visitors
First-time buyers are searching online for information about specific areas, types of homes and the buying process. One excellent way to reach them is to provide the information they are searching for through informative blog posts on your company’s website. If these blog posts are search engine optimized, buyers are likely to find them in search engine results when they research questions online. Buyers may also find your helpful blog posts via social networks if you establish a strategy for distributing your blog content within networks like Facebook and Pinterest. If a potential buyer finds the information they are seeking from real estate blog posts your company has created, they will likely recognize your company as an expert. This can lead to your real estate company being top-of-mind with the buyer when they are ready to purchase.
For help determining what blog topics to choose and how to make your blog effective, check out these helpful articles:
- How to Choose Blog Topics for Your Real Estate Company
- 4 Real Estate Company Blogs That Rock
- Why Do Real Estate Companies Need a Blog?
- Choose Better Real Estate Blog Topics by Using Your Analytics Tools
Once you’ve written the blog posts, use social networks to reach first-time home buyers online. Post your content offers and blog posts into social media to help drive your social audience from being just a follower to an actual website visitor and potential lead. Pairing blog posts and Facebook ads can be a great way to drive people to your website. For more information on this, check out this article:
Convert More Visitors Using Content Offers
Once you have attracted a first-time home buyer to your website by providing information they are seeking via your blog and social networks, it’s time to convert that visitor into a lead you can follow up with. The first step in making this conversion is by adding a call-to-action (CTA) at the end of your blog post. CTAs are usually images, and sometimes text, that are linked to a landing page on your website. CTAs grab the attention of the reader with an offer of information they would find appealing, in exchange for their contact information. For example, your web visitors might be enticed by this CTA: “Download Your Free Guide to Buying a First Home.” When the visitor clicks the CTA, they should be taken to a landing page containing a description of the guide and a form. The visitor should be required to provide his or her contact info via the form in order to download the free guide. This information usually consists of first name, last name, email and one qualifying question such as, “When do you plan to purchase a home?” Asking a qualified question such as this will help you prioritize the leads you receive. For more information on converting website visitors into leads, check out these helpful articles:
- Effective Website Calls-to-Action Help Builders Sell More Homes
- 7 Crucial Tips to Increase Landing Page Conversions
Nurture Your Leads to Become Buyers
Sometimes, website leads aren’t always ready to buy when they first visit your site. Although this lead may be considering purchasing a home in this area, they may not be 100% ready to purchase soon or with your company. This is where automated email campaigns and lead nurturing becomes critical. Setting up an effective lead nurturing campaign will help keep your company top of mind and continually reaching that lead with new, helpful information about purchasing. Follow up with website leads by sending them emails offering additional content offers that are relevant to the interests they have already expressed. When you provide additional content offers, you can ask for additional qualifying information. As this process continues, you will be able to learn more about each of your leads and reach out to potential buyers with homes they will enjoy.
Using this process as a guideline to creating an internet marketing campaign can not only improve your website traffic but improve your conversion rates on leads and sales. For more real estate marketing tips, check out our Real Estate Marketing Blog.