What Is a Lead Magnet
If you’re not using lead magnets, you’re likely missing sales opportunities every day. A lead magnet is something valuable you offer in exchange for a person’s contact information. You may have also heard of “gated content” — a similar concept where someone must provide their information before accessing the material. Lead magnets can take many forms: a free recipe, an ebook for first-time homebuyers, a curated list of trusted contractors, and more. When brainstorming ideas, think about the kind of content that made you willing to share your email. What caught your attention? What felt worth it?
How Do I Make a Lead Magnet?
To make a successful lead magnet, you have to come up with information people want. There are free design tools like Canva that you can use to design your information in a pleasing, easy-to-interpret format. Once you’ve created your lead magnet, you’ll need a way to collect information — Google offers free, easy-to-use forms and Mailchimp gives you a free landing page builder with email opt-in forms. If you have your own website, many Customer Relationship Management (CRM) systems have plug-in functionality that will allow you to create a simple form for contact information collection. Plus, collecting information in your CRM will make future contact easy!
What Makes a Good Lead Magnet?
You are a real estate rockstar! Start with what you know or use information you’re already sharing with homeowners. Offer an ebook about the pros and cons of a home warranty, delicious recipes for a summer picnic or tips to save on moving expenses. If you’ve previously shared these or similar topics with one homeowner, chances are more will be interested.
How Does a Lead Magnet Help me Grow my Business?
By offering a quality piece of information in exchange for someone’s email address or phone number, you’ll generate more qualified leads. Then you can start building your business by consistently nurturing those leads. It really is that simple.
Pro Tip
The most successful agents have a playbook for expanding their sphere of influence (SOI). A lead magnet should be one of your plays, along with a strong referral program and consistent marketing touchpoints. For more ways to grow your SOI, visit our Marketing Resources page.
