You’ve been there before and you’ll be there again—whether you’re working through a rough patch or in the thick of your slowest season—you still need to drive sales and attract new clients.
If you need a budget-friendly way to drive more clients, we have three ideas to try. Whether you plan to partner with a home stager or put your Twitter skills to the test, you’ll be one step closer to closing your next deal.
Cross-Promote with Other Agents and Partners.
A simple but effective way to broaden your reach and attract more clients is collaborating with like-minded agents or companies that offer complementary products or services. “Collaborating on your marketing efforts is a fast, easy way for both organizations to slash costs, expand each other’s marketing lists, gain referrals, and eventually generate new sales,” says Darrin Rayner, EVP of Sales and Client Services at Xpressdocs.
Connect with complementary professionals in your industry. Think: home stagers, contractors, investors—who could recommend you to potential clients. Make the partnership mutual so they’re more likely to hold up their end of the bargain; you send clients to them and vice versa.
Consider ways to promote one another via social media, email marketing, and in-person, with clients as well. Tagging one another on Facebook or promoting each other at local events helps everyone reach a wider audience of potential clients.
Head to Twitter.
Finding clients on Twitter may sound crazy, but it’s not out of the question. Bernice Ross, an author and Inman Contributor, suggests searching for hashtags with the word “Moving” in them along with the name of the city where you live and work (i.e. #MovingtoSanDiego) to find tweets from potential house hunters. When you find an appropriate Tweet, follow the person and comment with something valuable or interesting. Instead of saying, “That’s awesome, I can help you find a house!” say something like, “That’s awesome! X neighborhood has some amazing new properties for a great price!” If they aren’t looking for a house now, this sort of interaction still bodes well for you. When it comes time to look, they’ll remember “that agent” who tweeted them when they first moved. And, if they’re looking for something out of the price point, property type or location you service, simply submit them to ReferralExchange and collect a referral fee once the transaction closes.
Note that you can manage this lead process manually, or use your social media tracking tool to automatically find posts on Twitter and even Instagram. Check the hashtag feed once or twice a week to interact with potential clients. When commenting, share tips, insights, and even pieces of content from your site to drive traffic.
Set Up a Lead Funnel.
If your website gets traffic, it’s time to turn visitors into subscribers, and then into clients. With a list of potential buyers or sellers, you can start emailing tips and deals—when someone is ready to buy, they’re more likely to come to you because you’re top of mind, and easy to get a hold of (they can just reply to any of the emails you’ve sent!). Not to mention, Marketers consistently ranked email as the single most effective tactic for awareness, acquisition, conversion and retention, reports Outbound Engine.
If you already use an email service, like MailChimp, all you need to spend is time. If you don’t, the main investment will be paying for an email service account. Note that most platforms offer a free tier if you don’t have a lot of subscribers. With the platform set up, it’s time to create your funnel, which is a multi-step process:
Step 1: Create gated content.
To access this content (usually an eBook or guide, like: “5 Ways to Find Your Dream Home in San Diego”), requires visitors to input their email address, which then goes into your subscriber list.
Step 2: Set up the funnel for that piece of content.
Funnel emails are often called “drip emails” because they’re automatically sent based on actions or pre-determined settings. For example, your funnel for the dream home content could include four emails, one sent each week for the month after they download it.
The funnel might look something like this:
- 1st email: Introduce yourself and attach the guide you created or allow them to download it using a button.
- 2nd email: Mention something in the eBook and offer more “exclusive” info or a complimentary download that’s not included in the original download.
- 3rd email: Suggest meeting for a cup of coffee to talk about their home needs.
- 4th email: Send another piece of content and include a link to your calendar for them to set up a call.
Step 3: Drive traffic to your content.
You can drive traffic to your new piece of content with organic marketing, sharing on Facebook, Twitter, Instagram, and the other platforms you use. You can also put as little as $5 to $10 behind an Instagram and Facebook ad, which is highly targeted and effective.
Now all you have to do is monitor your email waiting for a response, question or calendar invite.
When you’re in the thick of a slow patch, it can feel impossible to find new clients. Use these tips to spend minimal while gaining subscribers and referrals—with everything working together, you’ll be busy again in no time.
BIO: Jessica Thiefels has been writing for more than 10 years and has been in social media and content marketing for five5. She’s currently a full-time blogger and has written for Lifehack, Inman, Reader’s Digest, Homes.com, and more. Follow her on Twitter @Jlsander07.