Home Seller Lead Generation: 5 Digital Tactics to Get More Listings

Generating high-quality home seller leads is at the heart of every successful real estate business. The challenge, though, is that many real estate agents are competing for the same pool of potential home sellers, and standing out in the crowd is increasingly hard to do.

Being a savvy real estate agent today means adapting your lead generation strategies to incorporate digital tools and platforms. Though there is still a place for traditional lead generation in your overall strategy, using digital tactics can help you capture the attention of potential home sellers and achieve results in less time and with more precision, as you’ll learn below.

Read on to get a comprehensive overview of five proven digital tactics you can use to increase your seller leads and fill your listing pipeline.

Understanding Home Seller Lead Generation

Before we dive into the specific tactics, it’s helpful to understand the broad outlines of home seller lead generation currently.

Lead generation isn’t just about casting the widest net possible. Nor is it useful to spend the bulk of your effort on the more traditional methods of cold calling and direct mail. Instead, you need to take a strategic, targeted approach that connects you to homeowners in the online spaces where they’re looking for information and helps you qualify those who are ready to list their properties now — and so you can start building a pipeline for future listings.

You can do this effectively by leveraging a variety of digital tools to get more seller leads. Compared to traditional tactics, digital tools are faster, less labor-intensive, and capable of precisely targeting specific audiences. Digital tools are also highly relevant to how people communicate and navigate many aspects of their lives today. 

So let’s get into the tactics.

1. Optimize Your Digital Presence

Create a Seller-Focused Website

Your website should be more than just a digital business card. You want to provide solutions and an opportunity to act. Develop your site into a lead generation powerhouse by adding Fello’s branded, pre-built landing pages, widgets, forms, QR codes, and personalized URLs to capture seller leads. Your landing pages and widgets should appeal to potential home sellers who are looking for content such as:

• Comprehensive home valuation information
• A comparative market analysis (CMA) that helps them understand how to price their home competitively
• A cash offer estimate
• Testimonials from successful home sellers you’ve worked with

Also, make sure your website says you SELL homes! We see so many websites that don't mention anything about selling homes, just buying. 

Download our guide, 23 Ways to Get Creative with QR Codes to Capture More Leads →

Implement Local SEO Strategies

Local search engine optimization (SEO) is crucial for lead generation, since it can help home sellers in your area find you. One way to optimize for local SEO is to ensure your Google Business Profile and other online profiles are:

• Completely filled out and accurate — include information that will change rarely, if ever
• Consistent across all platforms — don't confuse your audience
• Enhanced with location-specific keywords that reflect the locations and neighborhoods in which you specialize

Watch CEO Ryan's tips on how to get 5-star reviews on your Google Business Profile →

2. Use Content Marketing for Seller Leads

Develop Targeted Content

Potential sellers crave guidance and information about a process that can often feel daunting and subject to change. Create content that addresses homeowners’ specific concerns and motivations for selling along with answers to common questions. Content can include:

• Market trend reports with median home prices, average days on market, market inventory, and other valuable information
• Neighborhood-specific selling guides
• Home improvement tips that increase property value while maintaining a good ROI
• Detailed blog posts about the selling process, including potential pitfalls, gotcha moments, and tips for navigating it successfully

(Note that this content can be used across nearly all of the digital tactics outlined throughout this blog, to maximize efforts and impact.)

Utilize Video Marketing

Video as a marketing channel is popular and easy to consume. Plus, it’s relatively simple to create with just a smartphone and built-in editing features, or with the help of an affordable videographer in your area. Putting video content on YouTube and other video platforms can significantly boost your home seller lead generation efforts. You can:

• Create videos explaining local market conditions and changing trends
• Develop virtual, step-by-step home selling workshops
• Share home seller success stories, especially ones that highlight your skills!
• Produce quick-tip videos for potential sellers, such as "The 3 questions every homeowner should ask their agent" or "Why a cash offer can help you sell faster."

3. Rely on Social Media Lead Generation Strategies

Develop Targeted Social Media Advertising

Reach potential home sellers on social media by creating targeted ads on platforms like Facebook, Instagram, or any social media network in which you typically get good engagement. A lead generation platform like Fello, with data enrichment capabilities, can help you fill in missing contact info in your database, such as home addresses and property, loan, and MLS data, so you can target audiences with greater precision. You can:

• Pinpoint different home seller audiences based on homeownership data
• Develop lead magnet ads offering free home valuations
• Use retargeting ads to get back in front of potential sellers you’ve spoken to in the past
• Craft compelling ad copy that speaks directly to various selling motivations, such as downsizing, upsizing, job transfers, and financial changes

Engage and Build Community

Social media is good for more than just advertising. Authentically engaging on social media helps you build trusting relationships with your audience that can also help you get more seller leads. You can: 

• Share market updates and local community information
• Respond quickly to comments and messages
• Host live Q&A sessions about the home selling process
• Showcase your local market expertise

All of this content shows potential sellers that you are an agent that could sell a home like theirs!

4. Employ Email Marketing Techniques

Develop a Segmented Email Strategy

Not all potential home sellers are the same. Segment your seller leads into different audiences and create customized emails that speak directly to the interests and needs of each group. You can:

• Create email campaigns for first-time sellers that emphasize education and provide step-by-step guides
• Develop email campaigns for luxury home sellers that help you understand the story of their property and tap into insights about their lifestyles
• Provide targeted market updates
• Send reminders to home sellers to check their property value so they understand how any updates might impact their decision-making 

Use Automated Email Nurturing

Take advantage of all that automation can do for you by setting up automated drip campaigns and email sequences that provide ongoing value to seller leads on a consistent basis. Your automated emails can:

• Share market insights and updates that are targeted to specific neighborhoods
• Offer free home valuation tools, home improvement tips, and seasonal selling tips
• Include clear paths for leads to contact you and take the next step

5. Leverage Software and Other Digital Tools

Adopt CRM and Lead Engagement Software

Organizing seller leads is a time-consuming process if you’re still doing it manually. Invest in a robust, real estate-specific customer relationship management (CRM) platform or other lead engagement software that helps you efficiently:

• Track lead interactions and conversions
• Automate reminders for follow-up communications
• Prioritize which contacts to get in front of first
• Analyze the performance of your home seller lead generation efforts
• Personalize outreach efforts based on contact info, like ZIP, size of home, mortgage rate, etc.

Implement Chatbots and Live Chat

The ability to immediately engage with a potential seller who lands on your site and needs information ASAP can make a significant difference in their willingness to work with you. Make it easy to communicate with seller leads on the spot by installing website chatbots that:

• Offer instant home valuation estimates
• Capture lead information in real time
• Help you qualify leads so you know who to follow up with first

Analyzing Your Lead Generation Performance

Employing all the digital tactics in the world won’t necessarily give you the impact you’re looking for if you’re not also measuring how each tactic performs for you. Aiming for continuous improvement — by always knowing what’s working and what needs tweaking — is the key to successful digital home seller lead generation. You should regularly:

• Track your lead generation metrics — what channels are generating the most seller leads, how much are you paying for those channels?
• A/B test your marketing strategies — ad images, ad copy, email subject lines, calls-to-action etc.
• Analyze your conversion rates — after looking at which channels generate the most seller leads, analyze which channels are generate the most listing appointments and listings.
• Adjust your approach based on performance data — do more of what's working, and less of what's not. Apply successful tactics across other channels to try to replicate success! 

Final Thoughts

Effective home seller lead generation today requires a multi-faceted, technology-driven approach. By implementing these digital strategies, you can create a robust pipeline of potential seller leads and watch your listing opportunities grow, while positioning yourself as a market expert and trusted advisor.

Remember, getting more home seller leads isn’t just about quick wins. It’s about making ongoing efforts to build relationships, provide value, and demonstrate your expertise in the local real estate market.

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Ready to transform your seller lead generation strategy? Schedule a demo to see how Fello’s tools can help uncover more seller leads, get more listing appointments, and close more deals.

Already a Fello user? Contact your CSM or email success@hifello.com to talk through how to implement any of these strategies with the Fello platform, your CRM, and your website.