3 Hidden Lead Capture Tools that You Need on Your Website

If you want to grow your business as a real estate agent, you need to be able to generate and capture leads online. The digital marketplace is where more than 90% of all buyers and sellers will begin their real estate journey. If you want your piece of this very large pie, you need effective tools to generate and capture online real estate leads to funnel into your pipeline.

Today's buyers and sellers, however, are savvy. They understand the wealth of information that is available to them, and often will avoid a typical registration form as a result. Having unique features on your site that offer users information and insight not only promotes your brand as an industry expert, but will help gain visitors' trust by providing more value than other agents - one of the most effective ways to generate leads.

There are 3 hidden tools that do not present as obvious lead capture to an average real estate website user, but in actuality are potent engines for generating leads. These are not your average registration forms - they are tools that users can access by providing their contact information. You should ensure that the following tools are in your digital arsenal to expand your lead potential exponentially by capturing the largest segments of your online traffic:

1. Home Valuation Tool for Seller Lead Generation
2. Make an Offer Tool for Buyer Lead Generation
3. Price Change Tracker for Buyer and Seller Lead Generation

Home Valuation Tool

One of the best hidden lead generation features that you need on your website is a home valuation tool for lead capture. There may be no better way to procure listing leads than with this effective tool.

The largest driving factor in the high conversion rate is the value that this feature provides to sellers.

Anyone considering selling their home wants to know one thing: "How much can I get for my home if and when I sell?" And everyone thinking of selling their home conducts preliminary market research before listing their property. If your website prominently displays a home valuation tool asking the question, "How much is my home really worth?" most potential sellers will attempt to run the report to find the answer as it pertains to them.

Now, if the tool requires inputting the user's email address and other information so that they can receive the report, you have just captured a viable seller lead. Very few users who are already expecting to receive valuable information will choose not to input their information, and it will surely be accurate because they actually want to receive the report. It is a win, win! A home valuation tool might not seem like a lead generation tool at first glance by the user, but it has proven to be a high converting seller lead generation tool for real estate agents.

Make an Offer Tool

Most buyers spend a lot of time searching the MLS before they contact a real estate agent. Oftentimes, this stage in the sales cycle can take weeks or even months. It can be difficult to determine the motivation of a buyer during this process. A unique tool that not only is effective for buyer lead capture, but also helps to qualify viable leads is a "Make an Offer" tool.

If a buyer takes the time to click on and submit an offer via a convenient button displayed on every listing viewed, their motivation level is immediately discernible - they are ready to move now! By getting in touch with them as quickly as possible, you position yourself to easily convert the lead. Moreover, since the user is getting something clear and valuable from the tool, they are more likely to complete the registration process so that you can move forward.

Price Change Tracker

Both buyers and sellers track the market - either to know what they can expect to pay or receive, respectively. A great tool that website visitors will happily register to get access to is a price change tracker. This feature automatically sends the user updates when a particular listing changes price. This works to benefit a buyer who is interested in the listing to know both where the market is going for similar listings, but also when a listing might move within their budget. Similarly, sellers often use price change trackers to monitor their own market and provide insight into a competitive listing price for their own property. Either way, when they register to get the updates, the agent gets a workable buyer or seller lead.

The website visitor wants something from you - the price change alerts - so they are more willing to give their information than they would for a standard registration form.

The key to maximum lead conversion is providing value to the user in a way that does not feel like you are forcing a registration. It is a give and take. When a website visitor is getting something tangible in return for their information, they are more likely to provide it and eventually convert into a viable lead.

In the modern world of real estate, where intense competition not only drives the market for properties but the hunt for qualified leads, you need an extra edge to generate business online. In addition to a tech-forward layered approach to registration, having these extra hidden tools will give you the leg up and will propel your business to the next level.