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Lead Generation Using The Top 6 Sources Homebuyers Look To

By Brandi Cummings  -  September 30, 2007

According to the 2006 National Association of REALTORS® Profile of Homebuyers and Sellers, homebuyers are using a number of different sources when looking for information about buying their next home.  What this means to you is that you can diversify your advertising and make sure you are tapping into those sources for your lead generation.  Here are the top 6 sources homebuyers reported using and how you can use them to generate leads. 
 
85% Of Homebuyers Use A Real Estate Agent
Great news, you’ve got this one covered.  You are a real estate agent and 85% of homebuyers are going to be looking to you for information about purchasing their next home.  Now you just need to make sure that wherever they look, it is you that they find. 

80% Of Homebuyers Use The Internet
By using a combination of straight lead generation micro-sites and separate listing websites, you can take advantage of the lead generation opportunities that these 80% of homebuyers are giving you.  First, with the micro-sites you can establish yourself as an information provider and expert in your field.  You do this by offering free reports that will be helpful to homebuyers.  You can target first time homebuyers, renters looking to buy, people that are relocating, and the list goes on.  Target the different markets by using different reports that are specific to each.  For example, a report on “How To Buy Your First Home” would be something that would draw a lot of leads in the first time buyer market.

Then with your other website that you use for listings, show full color pictures of your properties, virtual tours, neighborhood information, etc.  The important thing with both of these techniques is that you capture your visitor’s information.  For example, when you are offering your free reports, you need to have the visitor give you an email address or physical address so that you can send the report to them.  For the listings site, provide a toll free number with a 24/7 free recording for web visitors to call for more information about a specific property.  This toll free number will be a call capture hotline that will then capture their name, address, and telephone number so you can follow up with them.

63% Of Homebuyers Use Yard Signs
The tried and true yard sign still holds its own even in the age of the Internet.  One reason is that people still like to see houses in person.  Online photos often skew the perspective of size and distance.  Buyers also want to kick the tires so to speak.  Homebuyers want to smell the air, feel the grass, and get a feeling for the neighborhood.  They also like to drive around neighborhoods that they already have an interest in looking for homes that are for sale.  This is a great opportunity for lead generation.  Again using a call capture hotline, you can display your toll free number on a sign rider offering more information about the home.  When they call in, you will have captured their information as well as have the chance to offer them choices such as hearing about other homes in that same neighborhood or price range. 

55% Of Homebuyers Use Print Newspaper Advertisements
Another tried and true medium, the newspaper has been around for hundreds of years.  People still trust it as a reliable source of information.  Don’t be tempted to use traditional image advertising here.  Homebuyers are looking for information so the goal is to establish yourself as the source for that information while generating leads.  You can use the same techniques here as with your micro-sites.  Offer free reports on the topics that most interest homebuyers such as “Secrets Lenders Don’t Want You To Know”.  With a newspaper or phone book ad you have two ways of capturing the lead.  You can either send the reader back to your micro-site where they will enter their information to receive the report or they can call your toll free call capture hotline and it will capture the information for you.
   
47% Of Homebuyers Attend Open Houses
And the debate goes on… Are open houses worth your time?  Well 47% of homebuyers say that they use them when looking for a home so you make the call.  Since very few sales actually result directly from open houses, what are people doing there?  They are comparing houses within their price range, they are seeing what homes are going for in specific neighborhoods, they are getting an idea of what they do and don’t like in a home,  or taking advantage of the opportunity to finally see what their neighbor’s house looks like on the inside.  With the exception of the last case, the motivation behind homebuyers visiting one of your open houses all represent opportunities to generate leads.  Find out what they are looking for, what their price range is or if they have a specific neighborhood in mind and become a source of information for them.
 
34% Of Homebuyers Use Home Books or Magazines
As with your online and newspaper advertising, use direct response marketing here as well.  That means offering readers information instead of the same old image advertising that every other agent is using.  Stand out by offering yourself up as a source of information for homebuyers.  Someone who is offering them the “5 Things They Must Know Before Buying A Home In (insert your city here)” is going to be someone they are more likely to contact than someone who is just offering them a color photo and a nice smile.

Knowing where your prospects are looking for information is half the battle in lead generation.  Now you have the top 6 sources homebuyers are using to gather information and half the battle is won.  Now it is time to diversify your marketing and get yourself in front of these homebuyers.  Establish yourself as another source of information waiting to help them and generate the leads that you need.

For more information about lead generation using call capture hotlines visit RealtyOne800.com.

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