A lead magnet is the marketing term for a downloadable freebie given away for the purpose of gathering contact details. Done well, they are a great tool for building your database, engaging with your audience and building a reputation as an expert in your field.
The number one rule of a successful lead magnet is they must be perceived as offering ‘value’ to your audience. Put yourself in the shoes of your audience and focus on the information they are looking for. What problem can you solve, or what question can you answer for them?
There are a number of lead magnets you can create, and they don’t all require a lot of time to produce. Below, we outline some lead magnet ideas, with examples, to get your creative juices flowing.
- Checklists – a simple document containing a list of important steps is both easy to create and useful for your audience. Example: First Home Buying Checklist.
- Contests – people love free stuff and they love to win too! The more attractive the prize the better. Just make sure you adhere to any competition regulations in your state. Example: Share your favourite local coffee spot for your chance to win 12 months of free coffee
- Templates – no doubt you know the buying and selling process inside out, but your potential clients probably don’t. Example: Create a simple excel template your audience can use to determine their must-haves and nice-to-haves in their next property.
- Infographics – these are a great way to present data in an entertaining and accessible way. Because humans tend to acquire information best when it’s visual, infographics can increase your web traffic by up to 12%. Example: Marketing Trends for local area
- E-book – an e-book is a visually appealing PDF document that contains quality information. Generally, it focussed on one specific topic so readers are clear about what they are going to learn if they download it. Creating the quality content needed to make this attractive to your audience can take some time, but this type of lead magnet can usually be used for 12 months or more. Example: The Ultimate Guide to Achieving the Best Sale Price for your Property.
- Industry report – rather than just sharing an existing national report, focus on those looking to buy or sell in your local area. Example: take a national state of the market report and repackage it to focus on your local area. Include additional local information like the best parks for families or regular local markets.
- Webinar – sharing your knowledge via a webinar is a great way to capture more leads and demonstrate your expertise. Avoid too much industry jargon and use layman language. Example: run through some FAQs you hear all the time and provide answers to these common questions.
- Educational video – maybe you’re not keen to get in front of the camera or the ‘live’ aspect feels a bit overwhelming. You can still use pre-recorded video to add value to your audience. Example: Do a walk around of your local area and provide a voiceover that explains what it’s like to live in your community.
Once you have developed a quality lead magnet, promote it heavily by placing it prominently on your website, sharing it on your socials, sharing it in local Facebook groups and including it in your email newsletters.
As the old saying goes, you need to ‘give to get’ when it comes to using lead magnets but by including them in your marketing strategy, you’ll be able to increase your exposure, promote your expertise and build your database.
Find the best way for you to get real estate articles for your agent/agency profile, email newsletters, blog and social media marketing.