Success in the real estate industry is no longer just about finding the right location but also about taking steps toward conversion. Thus, a well-structured and efficient sales funnel on your website can mean the difference between a visitor and a client.
If you want to be an expert in creating sales funnels for your real estate business, this blog is for you! Here, we look into the different types of real estate funnels as well as strategies to transform your website into a useful tool for lead generation and conversion.
A marketing funnel in real estate is a guide of potential clients or buyers through the transaction process, from the moment they first become aware of a property or a real estate service to the point they make a purchase or enter into a business agreement.
In other words, the marketing funnel in real estate is a visual representation of the buyer's journey. It helps real estate professionals understand, plan, and optimize their marketing strategies to ensure that potential clients are effectively nurtured and guided toward a transaction.
By implementing a well-structured funnel, realtors or real estate agents can more efficiently convert website visitors into loyal clients.
As discussed above, having a marketing funnel for real estate can help real estate professionals reap benefits that can help optimize their operations and boost their business outcomes.
Here are some specific reasons why you should consider a marketing funnel:
A real estate marketing funnel has three main components that serve as its backbone and they are the following:
Each of the funnels for sales and marketing listed below serves a specific purpose and, when executed effectively, can significantly enhance lead generation and conversion for your business. Study each of them carefully before deciding which route to take.
The Main Website Funnel is the most common type and refers to the strategic layout and flow of a real estate professional's primary website.
For example, a well-designed website might greet visitors with a compelling headline about local market expertise, followed by high-quality property listings, client testimonials, and a clear call-to-action (CTA).
The Survey Funnel approach involves presenting website visitors with a series of proactive questions designed to segment and better understand their needs.
For instance, a real estate agent might offer surveys that allow visitors to answer questions about their preferred home type, different offers they are willing to accept, number of bedrooms they prefer in a home, etc.
Based on the answers on their opt-in form, the agent or realtor can then present tailored property suggestions, ensuring the prospects see listings that align with their preferences.
This tool for businesses is designed to cultivate long-term engagement by offering exclusive great content or benefits to members.
An example of this funnel might be a real estate platform offering a "VIP Group" where members get early access to listings, exclusive market reports, or discounts on property-related services.
The Ask Funnel is centered around gathering insights directly from potential leads. A real estate example could be a form or interactive tool titled "Tell Us Your Property Needs."
Here, potential buyers or sellers detail their specific requirements, concerns, zip code, or questions. Based on the information shared, the real estate professional then provides a customized response, ensuring that they feel that people listen to them when they ask.
This funnel focuses on a persuasive, long-form sales letter aimed at converting the reader.
In real estate, this might be a detailed letter or email campaign telling the story of a particular neighborhood's growth, success stories of past clients, or the unique selling proposition of a new property development. It would incorporate compelling narratives, statistics, images, and strong CTAs.
A Squeeze Page Funnel is typically a concise, laser-focused webpage aiming to collect a visitor's contact information.
For instance, the page might headline with "Discover the Top 5 Untapped Real Estate Markets in 2023." To access this information, visitors would enter their email addresses.
Real estate investing can sometimes involve showcasing a new property management software, a renovation technique, or even a virtual tour of a newly renovated property awaiting sale.
The Live Demo Funnel would promote a real-time demonstration of such offerings. For example, an investor might advertise: "Join Our Live Demo: The Transformation of a 19th-Century Warehouse into a Luxury Loft Complex!"
Webinars are powerful tools for sharing in-depth knowledge, strategies, and case studies. An investor might host a webinar titled, "The Art of Flipping: Maximizing Profits in Real Estate."
Interested attendees would register, providing their contact information, and often attend the webinar with heightened engagement due to its scheduled nature.
Rather than a traditional text-based sales letter, this funnel employs video to tell a compelling story or present a proposition.
An investor might detail a success story of a rundown property turned lucrative rental through a captivating video narrative, complete with before-and-after footage, tenant testimonials, and ROI breakdowns. By the video's end, viewers would be presented with a CTA.
A slight twist on the traditional Squeeze Page, the Reverse Squeeze Page Funnel provides valuable content upfront before asking for any visitor details.
In the context of real estate investing, the page might immediately present a short video detailing "3 Common Mistakes in Property Flipping." Only after the video concludes would viewers be prompted to provide their email addresses for more insights or a comprehensive guide.
The Launch Funnel can be used when introducing a new property development, booking of open houses, real estate software, or an investment course to the market.
Picture this: A developer is about to introduce a new eco-friendly residential complex. The launch sequence might begin with teaser content like video snippets of the development. This funnel effectively builds anticipation and interest over several stages, ensuring a significant audience upon launch.
The 2-Step Tripwire Funnel typically offers something of tangible value at a very low cost to lure in customers, with the expectation of upselling or presenting more significant offers later based on the target audience's needs.
This could mean offering a comprehensive report on “Emerging Real Estate Markets” for a nominal fee. Once the purchase is made, the prospective buyer is then presented with an offer to join a premium webinar or an investment seminar at a higher cost.
The Invisible Funnel operates by providing valuable content for free, often in the form of webinars or workshops. Towards the end, attendees are presented with an offer, but with the option to pay what they feel is right. This is one of the best options of you're looking for a straightforward way to generate leads and you don't have the time to plan a detailed sales funnel.
The Application Funnel is frequently seen when dealing with high-ticket offerings, like exclusive investment partnerships or luxury property purchases. Imagine an investment firm offering a limited opportunity for partners in a promising commercial development.
Interested investors would first fill out an application detailing their investment background, financial capacity, and intentions. Upon review, only those who fit the criteria would be given a presentation or offer. This not only ensures quality leads but also adds an exclusivity factor, making the opportunity more desirable.
The Lead Magnet Funnel is all about providing something of value in exchange for contact details. In real estate investing, this could be a free eBook on "Maximizing Rental Income in Urban Areas: A Checklist."
Interested visitors need to provide their email addresses to receive the content whether it's about real estate investing or not. Once they opt-in, you're getting their emails freely so you can target them through email marketing campaigns. This will introduce them to investment opportunities, consulting services, or more.
The lead magnet serves as the entry point into a longer, more structured relationship with potential investors or clients.
Real estate is a highly competitive industry, that’s why having a strategic approach like a well-constructed sales funnel is crucial. Here's a break down of how to build a high-converting real estate sales funnel step-by-step so you could get an idea.
Before creating a real estate funnel, it's important to understand who you are speaking to. Are you targeting first-time homebuyers, luxury property investors, or families looking to upgrade to a larger home?
Once you've identified your demographic, ideal client, or target market, think about the unique value you can offer them based on their qualification. Perhaps it's your extensive knowledge of local schools for families or your track record with finding underpriced homes ready for renovation for investors.
With clarity on your audience and offerings, the next step involves constructing your funnel. Platforms like Carrot.com and ClickFunnels have made this process considerably more straightforward that's why they are preferred by many in creating a strong real estate funnel to increase sales.
Carrot.com is specialized in real estate professionals, providing tools that are tailored to the industry's unique demands. Features like SEO-optimized website templates can attract organic traffic, while lead form integrations ensure potential clients are effectively captured.
ClickFunnels, on the other hand, is a more general funnel-building tool but is remarkably versatile. It offers drag-and-drop editors and pre-built templates that can be customized for any real estate niche, from property listings to investor seminars.
A funnel is only useful if it has traffic that flows through it. Utilize powerful digital marketing strategies like pay-per-click advertising, social media promotions, or content marketing if you want to attract more website visitors and potential customers...
Consider writing helpful articles on buying/selling homes, investing in real estate, or market trends, ensuring they're optimized for search engines to capture organic traffic. Collaborate with local businesses or community events to boost your local visibility, whether you are selling or buying a home, to keep your real estate funnel full.
Once you've started gathering leads or identified those who are ready to buy, the outreach process becomes crucial to stay connected with them. Automated email campaigns can nurture these leads over time. Tools like Mailchimp or ActiveCampaign can send targeted emails based on where the lead is in the funnel.
For instance, someone who viewed a property listing might receive an email with a virtual tour link, while an investor lead might get market analysis reports.
After all the effort in setting up and driving traffic to your funnel, monitoring and analyzing results is essential to assess whether you have a strong online presence.
Keep track of metrics like the number of visitors to your site (buyers and sellers included), how many clicked on your Facebook ad or other opt-ins, how many of those convert into leads and have a listing appointment with you, and finally, recap how many of those leads result in actual sales or partnerships.
Assessing your funnel also highlight areas for improvement; a reminder that you can level up in your field if you pay attention to the results you are getting.
As discussed in this blog, implementing a robust real estate funnel on your website can significantly enhance engagement, generate quality leads, and improve conversions.
By embracing the tools and techniques highlighted in this blog, real estate professionals like you can transform your websites into amazing platforms to help you stay ahead of the curve.
Looking for alternative ways to gather leads without creating a robust sales funnel? Check us out at Property Leads. We offer highly motivated seller or homeowner leads generated from our SEO-optimized sites.
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