When it comes to online real estate marketing these days, you probably already know that the real power lies in your email list.

You can get attention and expand your reach online across multiple channels, but the true relationships that matter are forged in the inbox of your potential clients.

In order to get into their inboxes though, you need to get them to share their email address first, and that requires offering them something of value.

In my experience, the most simple and effective strategy for getting a targeted audience to stay connected is to offer lead magnets that are so attractive that subscribers are happy to part with their email address.

If you’re new to the term “lead magnet”, then chances are that you’ve been seeing these “freebies” every day online for years. They’re often advertised on Facebook and other platforms in the form of eye-catching headlines like “Download Our Free Logo Inspiration Toolkit.”

What Is A Lead Magnet

In a nutshell, a lead magnet is a free irresistible nugget of content that is offered to a targeted audience in exchange for their contact information. In most cases, marketers request their email address so that they can develop a relationship over a series of lead nurturing messages, which is what I recommend. However, sometimes lead magnets are offered in exchange for other contact information like names, phone numbers, and addresses.

When it comes to generating real estate leads that you can nurture into viable prospects, offering lead magnets is by far the most powerful and scalable strategy I’ve found, and I’m confident that it will work for you too if you put them to work effectively.

I’d now like to share what I’ve discovered about what makes a lead magnet work and pass along five types of lead magnets that I’ve seen perform like crazy in the real estate industry.


Anatomy of a Great Lead Magnet

Not all lead magnets are created equal. In fact, most of them are launched with great enthusiasm only to fail miserably.

For a lead magnet to work, it needs to have the following three ingredients:

1. A landing page that provides a relevant, compelling, and irresistibly fascinating offer.
2. Messaging that is so clear it is understood in an instant.
3. Top-notch content that delivers exactly what you are promising.

With those factors in mind, let’s check out five types of lead magnets for real estate that I’ve found work extremely well.

1. List of Homes in (neighborhood) under $$$

If you are looking to build out a list of subscribers who are actively shopping around for a property, a lead magnet like this offers real value that they are likely to explore. This value proposition makes it likely that they’ll open subsequent emails from you when your lead nurturing series comes along.

2. 2018 Real Estate Market Analysis for (neighborhood)

This chestnut is the classic example of a real estate lead magnet, and the chances are that you have seen it around. I’m sure that the reason that it is still so popular is that it’s so effective, particularly at attracting signups from both sides of the aisle. Sellers want to stay informed of their property’s value, while buyers need an aerial view of values in neighborhoods they are interested in exploring.

3. List of Foreclosed Properties in (neighborhood)

What I like about this lead magnet is that is guaranteed to get the attention of investors that you want on your list for the long haul. The right investors for you are typically interested in staying informed on content like this, and you can set up a perfect followup series designed to nurture just this segment.

4. Your Guide to Selling a Home in 2018

The property owners who sign up for a lead magnet like this are usually pretty far down the funnel when it comes to putting their home on the market. That makes them just the types of people you want on your list, and you’ll be able to send them to follow up messages that are right on target if you segment them properly.

5. Your Guide to Buying a Home in 2018

Lead magnets like this one and the one above it are all about one thing: establishing trust. While you are providing value to subscribers who are considering buying a home, you are also establishing yourself as a trusted expert that they can turn to when they are ready to move, particularly if you follow up with them properly.

In Summary

By now, you should have a solid grasp of why lead magnets are so powerful and have a good understanding of what a good lead magnet needs to have in order to be effective. Just remember that a lead magnet is only as good as the promotional campaign that gets it out there and the lead nurturing series that you follow up with.

If you’d like to learn more about our lead generation services for real estate agents, please call us at 831-789-9320 or fill out the form on our Contact Us page.


by Phil Fisk – CEO/Digital Marketing Consultant – Coastline Marketing Group, Inc.