Did you know that 96% of people who land on your site aren’t yet ready to do any business with you?
You can change it and convert your real estate leads into clients faster.
In this article, you’ll see the best lead magnet examples in real estate and learn how to create a compelling lead magnet from scratch.
But first, let’s discuss why you need one (or two, or more!).
Are Lead Magnets Worth It?
A lead magnet (generator) is a free item or service of value that you offer to your leads. Typically, you give something useful and significant to your potential clients in exchange for their contact info (email address, phone number, etc.).
Why should you prioritize lead magnets in your marketing strategy?
Consider the following advantages that you may gain:
A lead generator is a perfect tool to expand your email list.
50% of marketers experience a noticeable boost in conversions after using lead magnets.
Lead generators play a crucial role in directing your marketing initiatives towards the most relevant audience and creating personalized experiences.
They make a positive first impression.
They also enhance trust and demonstrate that you want to build meaningful relationships rather than hunt for an immediate profit.
Your leads see your level of professionalism and competence in particular areas.
Now to the examples of lead magnets in real estate.
Some of them are “rare species” that will definitely surprise you.
What Are the Best Lead Magnets for Real Estate?
A lead generation form is the most commonly used lead magnet in the real estate industry and beyond. In fact, 74% of marketers prefer online forms to capture leads. Half of them say they get the highest conversion rates from web forms.
Real estate businesses often use free consultation forms and newsletter signup forms as lead magnets.
Free consultation form
At Haus & Haus, for example, you can book a free video call by submitting the form and choosing the department you’re interested in.
Here’s how Tom Ferry offers a free coaching consultation to help real estate agents scale their business.
If you also run a real estate coaching company, consider some other lead magnet ideas for coaches specifically.
Newsletter signup form
Take a look at this personalized newsletter subscription form offered by IRONGATE Realtors.
It goes with the following tagline: What’s happening in your area? Once you specify your location, you’ll receive insights into the local real estate market and pricing trends in your area.
You can design your online form at involve.me and embed it directly into your real estate website or make it pop up with a custom trigger.
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From property history to local market insights, real estate companies focus on various details in their custom reports to draw leads into their sales funnel.
E.g., David Coffey created a branded Coffeytime Report with Toronto’s latest listings and emerging neighborhoods.
Another example: The Joe Taylor Group brought SMS marketing into play. Website visitors should text their address to the company’s phone number to obtain a personalized home value report within 48 hours.
According to this research by Infobrandz, long-form content like reports or guides turned out to be the best solution for 41.4% of marketers.
Let’s check some examples of guides aimed as lead magnets for real estate agents, home sellers, and home buyers.
Look at this downloadable guide for buying and listing agents.
Below is Baird Realty Group’s instruction for home sellers to start learning about the process.
McEnearney Associates provides a resource to navigate the home buying process.
If you look for real estate lead magnets that convert like crazy, you can’t miss out on a calculator. 51% of marketers feel that web calculators work the most effectively during the consideration stage of the customer’s journey.
A calculator is a useful and highly interactive tool that can be easily tied to your business objectives.
The top seven essential calculators for real estate business are:
Cost of living calculator
Future value calculator
Selling cost calculator
Buyer’s or seller’s stamp duty calculator
Want to get your real estate prospects interested in doing business with you?
Head straight on to involve.me’s calculator builder to craft a unique design or try ready-made templates.
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An ebook still remains on the lists of the most powerful lead magnets. It is associated with high-value content and drags more customers into the sales funnel.
E.g., Kevin Q. Robinson shares two free ebooks and targets the audience interested in both buying and selling a house.
No time for creating a long-form ebook?
You can make a small digital booklet instead. Just like Dani Beyer did.
Lead generating quizzes are a terrific way to engage your website visitors, retain them, and collect their contact details. You may ask your leads to provide an email address or a phone number to get their quiz results.
Here’s a product finder quiz buyers can take to get an exclusive look at the luxury listings on Salvatore Messina’s website.
You can also create a personality quiz for sellers, buyers, or real estate professionals.
Quiz Examples for Home Buyers:
Do you know real estate vocabulary well enough?
Test your home-buying knowledge with these X questions
Are you ready to purchase your first home?
Am I ready to buy a house?
What type of home buyer are you?
Quiz Examples for Home Sellers:
What’s your home seller personality?
How ready is your house to sell?
How difficult will it be to sell your house?
Test your home selling smarts
What’s your perfect home selling method?
Quiz Examples for Real Estate Agents:
What type of a real estate agent are you?
What’s your real estate sales personality?
Take the real estate trivia quiz!
How well do you know real estate?
Are you a “closer”? Take the test!
Now that you’ve seen some examples, grab lead generation quiz tips from experts. You can apply them right away when making your fun and engaging real estate quizzes with this quiz maker at involve.me.
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You can attract and convert website visitors into clients with lead generation surveys that work like a charm. For a respondent, the process is easy, intuitive, and interactive. For a business, it’s a cost-effective tool to capture emails, gather the necessary data about the target audience, and implement personalization tactics.
Below, you can see a seller’s questionnaire used by Sold to make a personalized home evaluation report.
One more example:
PAIRE offers an online survey to pair a potential home buyer with the best-fit agent.
Create Your Own Survey
Get Started with 300+ Templates
Have you thought about hosting a webinar? Why not?
Roughly 25% of marketers are already using webinars for converting high-quality leads.
If you take real estate, Haus & Haus nails lead generation again with this webinar.
The company created a webinar landing page with an immersive video-background.
Home Finding App
You definitely didn’t think of a free application as a lead magnet for your real estate business, did you?
Here’s a Homes for Sale App you can find on Matt Epstein’s homepage.
A visitor has to indicate a phone number to receive a free download code. The app also has an optimized landing page.
How Do You Make a Real Estate Lead Magnet?
Prepare On-demand Content of Top Value
How do you know what your audience values and wants the most right at the moment?
“You should identify the major problems your real estate leads face and the most typical questions they have about buying/selling property and give them exactly what they look for. For that, it’s necessary to analyze online search queries and keywords, in the first place.
Such tools as Google Search Console and Google Analytics can help you do that effectively.”
You may also need to create a feedback system to hear the voices of website users and prepare the proper type of content for your lead magnets.
Invite with a Smile
A smile goes a long way.
It conveys a sense of welcoming and influences emotions in a tremendously positive way. Use your smile in your lead magnet design to set an emotional connection and achieve a higher user engagement.
Here’s an example of a consultation scheduling form at The Coley Group.
Vanessa K greets you with a smile, once her home page fully loads, and invites you to book a consultation.
Segment Your Leads Right Away
Customer segmentation is a must, if you aim at successful targeted marketing in real estate.
Look at how Daniela Biagi segments potential customers by their needs and interests while using a free guide as a lead generator.
Want your lead magnet to stand out?
Use one of the lead magnet hacks that can make a huge difference – visually appealing and catchy design.
You can achieve it with high-quality images, GIFs, or short videos. Start with an attention-grabbing header for your lead magnet. Take a glimpse of LakeNormanMike’s home seller realtor quiz.
You should also enrich the insides of your lead magnet with visuals. In the below OutFactors’ quiz, for instance, every new question has an illustrative image.
Compel with a CTA
“It’s crucial for a real estate business to persuade prospective sellers and buyers to take action and make a deal,” Andrew Pierce, Founder of Real Estate Holding Company.
“A powerful CTA in your lead magnet is a strategic and simple method to sound persuasive but not too pushy. It should be eye-catching, straightforward, and laconic, without too much text to read.
Mind that you’ve got two CTAs to address: CTA for the lead magnet title + CTA for the lead magnet button,” he highlights.
Andrew Pierce shares a list of action words and phrases for lead magnet CTAs:
Send it to me
Get it now!
Give it to me
Sign me up!
Send me the guide, for example, is a CTA on the lead capture page of Concierge Real Estate Services, Inc.
It’s worth knowing that first-person pronouns like I, me, my in CTAs can result in a 90% conversion rate boost. So, it’s better to use the phrase Get my free ebook instead of Get your free ebook.
Harness the Power of Social Media
Already created a real estate lead magnet but don’t know what to do next?
It’s time to tap into social media and get it promoted to reach a larger audience.
Here are some actionable tips from Ken Savage, Owner at Ken Savage:
“For promoting your lead generator on social media, you may add it as a link in your bio. Additionally, you can pin it to the top of your social media page and make regular posts with it. For example, you can promote it on YouTube with a separate video or mention it casually in other videos.
Don’t forget about paid ads and sponsored posts on social media.”
Carey Scott, for instance, promoted his ebook with a Facebook video.
Create Your Real Estate Lead Magnet With involve.me
There you go.
Now you know why lead magnets are worth it and which ones perform better in the real estate industry. On top of that, you’ve got a comprehensive instruction on how to make a lead magnet for real estate that goes beyond the usual.