This comprehensive guide to buyers agent marketing outlines how you can get more leads in your business.
Just like other service-based businesses, a buyers agent (or buyers advocate) needs leads to grow their business.
In this guide, I’m going to outline 7 steps any buyers agent can take to grow their lead generation efforts.
You could go through these seven steps within the next two days and see a very quick impact to your business.
Firstly, I’m going to explain how to lay the groundwork for lead generation success. Doing this groundwork will make all of your future marketing efforts more effective.
Then we will take prepare your website and landing page for potential clients for ad traffic.
I will explain what you need to have on your website to turn a visitor into a lead. Most buyers agent websites don’t do this properly.
And finally, I’ll show you how to use the two most important ad platforms to promote your services to home buyers and turn them into leads.
Step 1: Make A List Of Benefits To Using A Buyers Agent
Why Would People Use A Buyers Agent?
If you can truly understand the main reasons why customers will use the services of a buyers agent, you can reflect these reasons in your marketing.
To get started, here are some of the main reasons people will hire a buyers agent:
Expertise and Local Knowledge: Customers will be willing to pay for your knowledge of the local market, trends, market conditions and negotiation.
Time and Effort Saving: Searching for a home can be a time-consuming and overwhelming process. Many buyers feel they don’t have the time to do it all themselves so they will gladly hire you to do it for them.
Access to Listings: Buyers will use the services of a buyers agent to get access to off-market listings that may not be available to the general public.
Skilled Negotiation: Many buyers don’t feel confident in negotiating on a property themselves. They will be happy to pay for a buyers agent that is experienced in negotiation so they can get the best deal.
Money Saving: Buyers will often hire a buyers advocate, hoping that the agent will help them save money through negotiation or other means.
Transaction Support: The homebuying process involves a lot of paperwork, contracts, and deadlines. Buyers will recruit a buyers agent to assist with this.
Professional Network: Buyer’s agents have established relationships with professionals in the real estate industry, including mortgage brokers, home inspectors, appraisers, and title companies. They can provide recommendations and connect buyers with trusted professionals who can assist in the home buying process.
Peace of Mind: Having a buyer’s agent by their side can provide buyers with peace of mind and confidence in their decisions. They can rely on the expertise and support of a professional who is dedicated to their best interests and can navigate any challenges or issues that may arise.
This isn’t a complete list of reasons why someone would use a buyers agent but it covers most of the main ones. Try to add more to this list and save it somewhere.
Keep in mind, that this is a generic list of reasons why someone would use any buyers agent.
Later, you’ll create a list of reasons why people would choose to work with you specifically.
Step 2: Make A List Of Reasons Why People Won’t Use A Buyers Agent
What are the common objections?
This is just as important as understanding the reasons a buyer will use a buyers agent.
Most people will have some doubts, objections and reluctance when they first think about engaging a buyers agent.
If you can use your marketing to overcome these doubts, buyers will choose you over competitors who don’t. It will also be much easier to turn a lead into a customer.
I’ll start with some of the most common objections and reasons why people won’t use a buyers agent. Try to add more to this list.
Cost: One of the main objections people have is the cost associated with hiring a buyers agent. They will question whether the benefits outweigh the fees.
Lack of Trust: Some people will have concerns about trusting a buyers agent and whether the buyers agent is truly qualified to do the job.
Personal Control: People may prefer to handle the property search and negotiation process themselves, believing they can do a better job on their own.
Same Property Options: Some people will be concerned that the buyers agent will just have access to the same properties they can find themselves online. This makes them question the need for an agent.
Lack of Control over the process: Potential clients may worry that involving a buyers agent means giving up control over the property search and decision-making process.
Conflicts of Interest: Some buyers will have concerns that a buyers agent will be financially motivated to recommend certain properties and receive kickbacks from certain vendors.
Add to this list and save it somewhere. Having this list to refer to when you’re writing ads, social media posts or other content will supercharge your marketing.
Step 3: Make A List Of Reasons Why People Will Buy From You
What is your value proposition?
Once someone has made the decision to engage a buyers agent, their next question will be “which buyers agent?”
Buyers will typically compare at least a few buyers agents before deciding on which one to work with.
The purpose of your marketing is to help persuade these buyers to choose you over other agents they’re looking at.
I’ll start with a list of reasons why a buyer might choose to work with one agent over another. And then you can create your own list, specific to you.
Area of Specialty: Some buyers will choose an agent to work with based on the area of specialty highlighted by the agent. This could be specialist knowledge in a certain geographic region. It could be specialising in commercial real estate. Or it could be a specialty in investor purchases.
Authority: A buyer will be more likely to choose you over other agents if they perceive you as more of an authority and expert.
Client References and Testimonials: Positive client references, case studies and testimonials can significantly influence a buyer’s decision. Buyers often seek feedback and reviews from past clients to gauge the agent’s reliability, professionalism, and overall client satisfaction.
The Like Factor: People want to work with people they like. Some people will choose you over another agent with more experience, simply because you’re more likeable.
More Experience: Many buyers will look for buyers agents that have more experience. They want an agent who has worked in the industry for years and helped hundreds of clients buy houses.
Personal Property Portfolio: If you’ve built your own portfolio of multiple properties, this could give you the credibility needed for a buyer to choose you.
Your Story: Stories are powerful marketing tools. If you have a memorable story about how you bought your first property or how you got involved in the industry, this could help to win a client’s business.
Create your own personal list and save it. You’ll want to keep coming back to this list when you’re developing marketing materials.
Step 4: Optimize Your Website
Now that we know why people are going to use a buyers agent, what will stop them from using a buyers agent and why they will choose you over other competitors.
We’re going to start using this information to present your business in the most appealing way possible.
Doing so will make all your lead generation and marketing efforts more effective.
This is incredibly important. Because if you try running paid ads (or any other traffic source) to a website that hasn’t been optimized, you’ll waste a lot of money.
Start by opening up the home page on your website. If you have a landing page that’s been built for your ad campaigns, open that as well.
Go through the page and answer the following questions…
- Does it convey the reasons why people would use a buyers agent?
- Does it overcome potential objections?
- Does it include reasons a buyer would choose you over another buyers agent?
- Is there a simple way for buyers to register their interest (eg. a lead form)?
- Are your contact details clearly visible?
- Does it look good on a mobile device?
- Does it contain testimonials or reviews?
- Does it make it clear what you offer?
- Does it use plain English that’s easy for a reader to understand?
Ideally, you should be able to answer yes to each of these questions.
Communicating the benefits from those lists that you already made can make a huge difference to the performance of your website.
Below is one example from buyers agency Cohen Handler, showing how they effectively communicate benefits on their website:
From quickly scanning this information, a potential client can see that some of the main benefits of working with Cohen Handler are:
- Experienced team
- Access to off market deals before they’re listed on real estate websites
- More buyers agents to assist with your search
To learn more about how to effectively communicate your benefits to your audience, check out this article.
That article will teach you five ways you can better present benefits so they have more impact. Most buyers agents don’t do this very well, so learning how to do it will give you an edge.
Step 5: Create A Landing Page
In the next steps, you’re going to start creating ads for your buyers agency services. But before you get to that, you will want a dedicated landing page on your website to run the ads to.
Many businesses make the mistake of running their ads to the home page on their website. A well-designed landing page will always convert much better than a home page.
Rather than explaining going into all of the details about landing pages and how to create them, I’ll recommend that you take a look at this article from Neil Patel. Neil explains the purpose of landing pages and how to create one.
When you create your landing page, go back to the list of benefits from above. Your landing page will be so much more effective if you can include these benefits on the page.
A crucial component of your landing page will be including some type of offer. Generally, I’d recommend using something like a free 30 minute over the phone consultation as your offer.
Make it clear what your offer is and how to claim the offer. You should have a form on your landing page for people to enter their details and claim the offer.
For more on setting up and optimizing your landing page, please see the following resources:
Step 6 : Create Ad Campaigns
As a buyers agent, you need leads in your business to survive. Ideally, you’ll be getting leads from referrals. But you can’t just rely on referrals in your business.
Referrals can be inconsistent. You need a source of leads that you have more control over.
I suggest focusing on Google Ads and Facebook Ads as your two main sources for paid leads.
These two platforms currently offer the best blend of reasonable cost, volume of leads, quality of leads and technology.
If you’re not already running ad campaigns in your buyers agent business, go through the steps below. I’d highly encourage you to start by setting up your own campaigns.
The management of these campaigns could (and probably should) be outsourced to someone else. But creating your own campaigns initially will help you gain a basic understanding of the platforms which will help even when you have someone else managing them for you.
If you are already running ad campaigns, still read through the steps below. I’ve included tips that you can apply to your existing campaigns.
Step 6-A: Start A Google Ads Campaign
Every month, thousands of property buyers go to Google and search for buyers agents.
These are people that you want to get in front of. And with Google Ads, you can.
Google allows you to target people based on what they’re searching for. For example, you can tell Google that you want to show your ads when people search for “buyers agent Sydney.” Or a similar keyword.
I won’t go into all the details on setting up a Google Ads campaign. You can find a good guide about this on Wordstream.
Tips For A Buyers Agent Google Ads Campaign
- Your ads will be much more effective if you have a good page to send traffic to
- The text in your ads should contain many of the benefits that we’ve already discussed
- You must have proper conversion tracking set up so you know which ads are working
- See Google’s documentation on conversion tracking
- Contact us if you need help setting up your conversion tracking
- Google ads require a lot of testing. Don’t expect your ads to be immediately profitable
- If you work with a specific market or type of buyer (eg. investors in Melbourne), highlight this in your ad copy so you don’t waste money on buyers that don’t fit this profile
- See this article on Google Ads examples for tips on what to include in your ads
Step 6-B: Set Up A Facebook Ads Campaign
Facebook is the second ad platform I recommend for buyers agents.
Compared to Google Ads, you’ll usually find that the lead quality is not as high from Facebook Ads.
But I like Facebook Ads because it allows you to reach more people than you would with Google Ads alone. And your cost per lead will usually be much lower than on Google.
As with Google, I won’t go into all the details of how to set up Facebook Ad campaigns. If you’re new, I’d recommend starting with this guide to Facebook Ads from Buffer.
Tips For A Buyers Agent Facebook Ads Campaign
- Highlight the benefits we’ve already discussed in your ads
- Facebook allows you to use more text than on Google Ads. Use this text to go into more detail on those benefits and also overcome the objections we already discussed
- Include a clear call to action in your ads
- Test broad targeting on your ads. You’ll be surprised how good Facebook is at finding in-market buyers in your target market
- The visuals (images or video) in your ad will make a big difference. Keep testing to find what works
- If you’re short on time/resources, focus on image ads because you’ll be able to test images a lot faster than testing different videos
- Check out the Facebook Ads library to see what ads other buyers agents are running
- See this article on Facebook Ads examples
Step 7: Create This Content On Your Social Media
If a customer is going to pay you $10,000+ to find a property for them, you can bet they will do some research on you and your business first.
One of the first places they will look is your social media accounts.
This is especially true if you’re running Facebook Ads. Many users will take a look at your Facebook page before they book a call with you.
Your social media accounts shouldn’t contain a bunch of random posts with no purpose behind them.
Instead, think of your social media accounts as an opportunity to accomplish the following:
- Highlight the benefits of working with a buyers agent
- Highlight the benefits of choosing you as a buyers agent to work with
- Establish yourself as an authority and expert
- Give potential clients an insight into you as a person – show your personality
- Address concerns and objections
- Take advantage of the mere exposure effect (the more people see you and your brand, the more they will trust you)
Now, here are some examples of posts that will help you to accomplish those objectives:
- A post containing photos of a house purchased by one of your clients and details about how you helped that client save time and money.
- A detailed post about current market trends in the local market that you specialize in.
- A post containing a photo or video of yourself and the story behind why you became a buyers agent.
- A post discussing how your approach to buying property is different from other buyers agents.
Whether you’re new to the buyers agent business or well established, following these seven steps will help you generate more leads.
Of course, there is much more you can do to improve the effectiveness of your marketing but nailing these seven steps is where you should start.