Posted by REW Marketing

Updated on October 23rd, 2017

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Published in Lead Generation

Real Estate Seller Leads

How to Attract and Convert Potential Home Sellers

We don't have to tell you that sellers represent a huge opportunity for real estate agents. As a real estate professional, you know that securing listings and representing sellers can lead to substantial commissions and long-term client relationships.

So the million-dollar question is: How do you attract and convert more sellers? 

In this blog post, we will share effective strategies for generating seller leads online, so you can expand your business, increase your revenue, and establish yourself as a trusted expert in your market. 

Let's dive in!

5 Ways To Get More Seller Leads

1. Build relationships with home buyers

This probably goes without saying, but many buyers are also sellers, and nurturing relationships with home buyers can be an effective strategy for generating seller leads.

Unless they're a first-time buyer just entering the market, most people who are buying a home also have one to sell. As such, a real estate agent who is working with a home buyer has an opportunity to not only help the buyer find their dream home but also potentially earn a listing by helping to sell their current home.

There are also longer-term benefits in fostering these kinds of relationships. For example, home buyers often become home sellers at some point in the future. So, by building relationships with home buyers early on, you can position yourself as their go-to real estate agent when they're ready to sell.

Next, home buyers often share their positive experiences with their friends and family, which can lead to referrals and introductions to potential sellers. If you provide excellent service to your home buyer clients, they are more likely to recommend you to their network of contacts when someone they know is looking to sell their home.

Because these important networking effects, one of the post powerful ways to attract sellers is also the exact same way you attract buyers. Maintain a strong presence throughout all your marketing channels, offer outstanding service, and stay in touch.

2. Implement a property valuation tool

Another highly popular way to find sellers online is to use property valuation tools. Many of the major portals have these tools built into their platform, but we prefer a DIY approach. Implementing your own property valuation tool gives you the opportunity to set up targeted search engine marketing campaigns that allow you to farm and control your own lead source.

Here's a couple examples of what your property valuation tool could look like:

• FreeHouseValues.com
• GuaranteedSale.com

Property valuation tools can be a cost-effective and efficient way to attract sellers in your area. Here are some practical tips for ensuring the marketing success of a property valuation tool:

• Make sure the tool is accurate. Valuation tools are supposed to be useful, and they're only useful if they provide reasonably accurate estimates. 
• Drive traffic with SEO. Add well-optimized content to your property valuation tool page to help it rank in search results. You could also bring in traffic using paid advertising. 
• Integrate lead capture. Make sure your property valuation tool has something associated or built-in to capture leads. Follow up on leads quickly. 
• Provide additional value. Offering value is the best way to get people on board. Consider providing extra resources like market reports or home seller tips. 

3. Get active on social media

Using social media is a great way for real estate agents to get more seller leads. Here are some ways to use social media to attract seller leads:

1. Showcase your expertise: Use your social media presence to demonstrate your knowledge of the local real estate market. By positioning yourself as a local expert, potential sellers will be more likely to choose you as their agent.

2. Share success stories: Share home sale success stories and testimonials from past clients to demonstrate your track record of success. Give potential sellers reasons to trust your ability to sell their home.

3. Promote listings: Use social media to promote your current listings, including open houses. Once again, this demonstrates your willingness and ability to market homes, increasing your appeal with potential home sellers. 

4. Engage with your audience: Engage on social media by responding to comments and messages, sharing useful content, and asking for feedback. Be friendly but professional at all times. People are more willing to sell their homes with agents that are open and communicative. Plus, the relationships you build could be with future clients. 

One specific strategy is to get involved in community-specific Facebook groups. Search Facebook for real estate groups within your target community. If they exist, join in and get active!

If a local real estate Facebook Group doesn't exist, you have the awesome opportunity to create a brand new community that you control. Build up your community by sharing helpful information, providing insight on what you think the market will do next, and sharing sneak peeks of upcoming listings (buyers are sellers, after all). Try to recruit some of your colleagues as well, because the more people who join your group, the more influence and power it will have.

The reality is that your clients are already spending their spare time on Facebook, and you probably are too, so you may as well seize the opportunity to expand your sphere of influence.

Interested in learning more? Check out our longer post on the subject of social media marketing for real estate.

4. Participate in community events

It may seem a bit old school, but joining community groups is still important for real estate agents. Despite the digital emphasis on the real estate industry, people are still building relationships in their community.

By getting involved with local schools, sports teams, charities, and small business associations, you can build relationships with people in your community and establish yourself as a trusted advisor. Attend local events, volunteer your time, and get to know people on a personal level. This can help you develop a reputation as someone who is invested in the community and cares about the people who live there.

But don't just show up and hand out business cards. Instead, focus on building genuine connections and offering value to those you meet. Listen to their needs, offer advice and insights, and be willing to help in any way you can. Over time, these connections can turn into valuable leads and referrals for your business.

5. Ask for referrals

Actively soliciting referrals can also be a way to successfully find new sellers. 

By asking your satisfied sellers if they know anyone who may be interested in selling their home, you can tap into a valuable source of potential leads.

But it's important to approach referrals in the right way. Rather than coming across as pushy or salesy, focus on offering genuine value to your clients. Ask them about their experience working with you, and listen carefully to their feedback. Use this information to improve your service and offer even more value to future clients.

When the time is right, whether it's at the closing table or a few months down the road, gently remind your clients that you're always looking for new business and would appreciate any referrals they can provide. Be clear about the types of clients you work with and the services you offer, so that your clients can make informed recommendations.

And don't forget to follow up and express your gratitude for any referrals you receive. Whether or not they turn into actual business, it's important to acknowledge the effort your clients put in to help you grow your business.

6. Network with industry professionals

Networking with other professionals, such as real estate attorneys, mortgage brokers, and home inspectors, can be a great way to generate seller leads.

These professionals often work with homeowners who are considering selling their homes, and they may be able to refer them to you.

Convert Seller Leads With A Strong Website

A positive reputation, word-of-mouth, and referrals might all contribute towards seller leads coming your way. However, at least some of these will to you via an online search.

That's why it's important to put your best foot forward with a crisp and professional-looking real estate website. A strong website can make the difference between getting a new client, or that potential client going elsewhere.

So, here are a few tips on what you can add to your website to attract seller leads.

Extensive community content

Fill your website with extensive community content. Show off your local knowledge by creating rich, informative content about the communities you serve.

From neighborhood guides to local events calendars, there are countless opportunities to demonstrate your expertise and build trust with potential clients.

Awards & accolades

Don't be afraid to share your awards and accolades! Too many real estate agents receive awards and then forget to leverage them. Whether you've been recognized for your sales volume, your customer service, or your community involvement, make sure your potential clients know about it.

Highlight your awards and accolades prominently on your website, including in your bios and contact page, to demonstrate your skills and build credibility. And if you have an award that's particularly meaningful and speaks to your skills, then ensure you're highlighting it where others can see it.

Strong team & individual bios

A bio is a natural place to brag, so bring it on! Your bio is one of your best chances to fully showcase your experience, expertise, awards, education, and personal qualities. Tell your potential sellers all about yourself, and then throw in some personal tidbits to increase your relatability.

Read our guide to writing effective real estate agent profiles.

Case studies

Social proof is a powerful tool for attracting seller leads and both testimonials and case studies are a great way to create that sense of assurance and credibility.

Dedicate some space on your site to showing off the clients who have done exceptionally well with you by their side. Visuals are important in case studies, so don't forget to include photos of your happy sellers in front of their house, holding a "SOLD" sign! (If you don't have any of these yet, now is a great time to start building your picture portfolio.)

Also consider intriguing figures like list price, sold price, days on market, and anything else that really makes you and your team look amazing.

Build Relationships

One of the most important themes running through all of these techniques is the importance of building relationships.

Relationship building continues to be crucial for effective real estate sales. As digital media changes the way we interact, and agents focus on sales targets and transactions, it can be easy to overlook the people behind the real estate.

But the need to build relationships is as important to real estate as it ever was—it's only the way we build relationships that's changed.

To build relationships, you need to create genuine human connection. In the online realm, we do this through content and community. Keep this in mind as you put together your strategy for attracting and converting real estate leads. If you approach your website as an opportunity to build relationships, by being helpful and adding insight, you'll be setting yourself up for success.