8. Using lead magnets to nurture and convert

How to generate leads through Instagram with effective lead magnets and nurture them, turning them from a cold lead into a client.

Learn what lead magnets are and how to use them to get clients

Lesson Highlights

The most effective types of lead magnets for real estate agents

How to make a lead magnet that converts cold leads into clients

What Are Lead Magnets?

Lead magnets are irresistible offers or incentives designed to attract and capture the attention of potential clients. These incentives can take various forms, such as ebooks, guides, checklists, webinars, virtual tours, or exclusive property listings. The key is to offer something of value that addresses the needs, interests, and pain points of your target audience and provides a solution or valuable insight in return for their contact information.

Why Use Lead Magnets?

Lead magnets play a crucial role in the lead generation process by providing prospects with valuable information or resources that address their specific needs or interests. By offering a compelling lead magnet, real estate agents can capture the attention of potential clients, establish trust and credibility, and begin building a relationship with them. Lead magnets also serve as an effective way to collect contact information, allowing agents to follow up with leads and nurture them through the sales process.

Types of Lead Magnets For Real Estate Agents

As a real estate agent, you have a wide range of lead magnet options to choose from, depending on your target audience and marketing objectives. Some popular lead magnet ideas for our Restate Social members include:

1. Home Buying Guides: Provide comprehensive guides that walk potential buyers through the home buying process, from mortgage pre-approval to closing.

2. Sellers’ Checklists: Offer checklists or guides for homeowners looking to sell their properties, outlining steps to prepare their homes for sale and maximize their selling price.

3. Neighborhood Guides: Create informative guides or ebooks that highlight the features, amenities, schools, and attractions of different neighborhoods or communities in your area.

4. Exclusive Property Listings: Offer access to exclusive property listings or virtual tours of available properties, giving leads a sneak peek into the homes you have on offer.

5. Market Reports: Provide in-depth market reports or analyses that offer insights into local real estate trends, property values, and market conditions.

6. Seasonal Guides: Help residents and potential buyers soak up the season in your area with fun things to do, upcoming events, and local points of interest.

How to Use Lead Magnets

To effectively implement lead magnets into your real estate marketing strategy, you’ll want to:

1. Identify Your Target Audience: Understand the needs, interests, and pain points of your target audience to create lead magnets that resonate with them.

2. Create Compelling Content: Develop high-quality content that provides value and addresses the specific needs or interests of your audience. This is most easily done with a printable guide or checklist, but feel free to do a webinar or video series, or use another idea you have!

3. Promote Your Lead Magnet: Promote your lead magnet across your marketing channels, including your website, social media, email campaigns, and blog posts. As we mentioned in the previous lesson, you can use lead magnets in your Lead ads.

4. Capture Contact Information: Use landing pages, opt-in forms, or lead capture tools to collect contact information from leads in exchange for access to your lead magnet.

5. Follow Up and Nurture Leads: Once you’ve captured leads’ contact information, follow up with personalized email campaigns, phone calls, or direct messages to nurture them through the sales process. Our favorite way to nurture leads is through ongoing email marketing, it’s not as intrusive as texting or calling. It still keeps you top of mind and is an amazing way to share continuing value and showcase your expertise so you’re right there front and center when they’re ready to make move.

How Often Should You Make New Lead Magnets?

At Restate Social, we provide our members with a new lead magnet every month so they can spent the entirety of that month promoting it and doing ongoing email marketing and follow up. We find this is a great frequency to make something fresh and new without having to do it too frequently – you’re busy doing plenty of other things!

How to Make a Lead Magnet

Step 1: Define Your Audience and Offer

Before diving into design, it’s essential to define your target audience and determine the value proposition of your lead magnet. Consider the needs, interests, and pain points of your ideal clients, and brainstorm offers that address those needs. Popular lead magnet ideas for real estate agents include home buying guides, seller checklists, neighborhood profiles, and market reports.

Step 2: Choose a Template or Design Layout

Once you have a clear idea of your audience and offer, log in to Canva and navigate to the “Templates” section. Canva offers a wide range of pre-designed templates and design layouts that you can customize to suit your needs. Browse through the templates and select one that aligns with the theme and format of your lead magnet.

Step 3: Customize Your Design

Once you’ve selected a template, it’s time to customize your design to reflect your brand and messaging. Use Canva’s intuitive drag-and-drop editor to add your logo, brand colors, and relevant images or graphics. Customize the text to convey your offer clearly and succinctly, highlighting the benefits of downloading your lead magnet.

Step 4: Add Compelling Visuals and Content

Visuals are key to capturing the attention of your audience and making your lead magnet visually appealing. Incorporate high-quality images, icons, and illustrations to enhance the visual appeal of your design. Use Canva’s extensive library of stock photos and graphics, or upload your own images for a personalized touch.

In terms of content, aim to provide valuable information that addresses the needs and interests of your audience. Break up text with bullet points, headings, and subheadings to improve readability, and use a clear and engaging tone to keep readers engaged.

Step 5: Include a Clear Call to Action

Every lead magnet should include a clear call to action (CTA) prompting readers to take the next step. Whether it’s downloading a guide, scheduling a consultation, or contacting you for more information, make sure your CTA is concise, compelling, and prominently displayed within your design.

Step 6: Review and Export Your Design

Before finalizing your lead magnet, take the time to review your design for any errors or inconsistencies. Double-check spelling, grammar, and formatting to ensure a polished and professional appearance. Once you’re satisfied with your design, export it in the appropriate format (e.g., PDF or JPEG) and save it to your computer.

Step 7: Promote Your Lead Magnet

With your lead magnet designed and ready to go, it’s time to promote it to your target audience. Share it on your website, social media channels, email newsletters, and other marketing channels to attract leads and encourage sign-ups. Monitor the performance of your lead magnet and make adjustments as needed to optimize results over time.

Lead magnets are powerful tools for real estate agents looking to attract, nurture, and convert leads into clients. By offering valuable incentives that address the needs and interests of their target audience, agents can capture leads’ attention, establish trust and credibility, and guide them through the sales funnel. 

Whether it’s providing informative guides, exclusive property listings, or market reports, lead magnets offer a valuable opportunity for real estate agents to connect with potential clients and grow their business. It’s time to start implementing lead magnets into your real estate business!