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Realtors Are Using This Email Lead Magnet to Land More Listings Fast

• Jon Dykstra • Episode 4

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Every realtor knows they need more listings, but most are stuck with the same tired “join my newsletter” offers that don’t convert. In this episode, Jon Dykstra reveals a simple but powerful lead magnet strategy that’s helping agents turn casual website visitors into serious seller clients. We break down why this works, what makes it irresistible to homeowners, and how you can put it into action on your own site. If you’ve been struggling to get sellers to raise their hand, this episode will give you the spark you need to rethink your approach.

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Speaker 1:

Not long ago I was doing consulting for a real estate agent. They wanted to focus on growing home seller clients, so it was a side of real estate. They preferred the marketing side of selling properties. It had some decent website traffic but weren't getting many of those visitors to contact them or sign up to the newsletter. So it was a major, major fail. It was a big problem.

Speaker 1:

So I took a look and I figured out the problem really fast and the problem was is there was really no incentive on the site anywhere for visitors to actually contact the realtor unless they were like completely dead set that this is the realtor they wanted to talk to, which is often not the case for website visitors. You need to give them a reason to sign up, join your email, hand over an email to you so you can contact them and then you can start the relationship building. Anyways, the website looked great, but it was more or less pretty much a brochure site, had all the markings of a typical agent website, but nothing stood out, nothing special. The worst part is the only email signup offer was join our newsletter for listings. I mean, yeah, I'm sure they got a few signups for that, but the numbers were pretty bleak. So, after I took a quick look, the solution is really, really simple Create an offer, something home seller clients or prospects wouldn't want, something they could actually use, that want badly enough to contact them or sign up to the newsletter. So what could that be? Well, there's actually a lot more than you think that people would be willing to hand over an email for. There's tons of really cool information. Realtors whether they want to attract sellers or buyers can offer to get visitors to hand over the email.

Speaker 1:

So, uh, the, the, the litmus test that I always suggest and I always try to do it, this is not like bulletproof, but it does a pretty good job is basically put yourself in the shoes of someone considering to list their home for sale or or buy a home and and think about, like what, what would they really want? What do they need? And I know it's hard. If you're been a real estate agent for a while, like you know so much you take for granted. It's obvious you know so much compared to, let's say, a person who wants to sell a home hasn't sold a home in 10 years. It's all new to them. They don't really know anything about the process other than to talk to a realtor, so it's your job to come up with something that they'll want, that you can create and you can give them. I love info products like digital format, pdfs, canva templates, that sort of stuff. I find that that is a really strong incentive.

Speaker 1:

So here's I call this, if you're really gutting for the home sellers, which a lot of agents are the home sellers prep pack for top dollar offers. Okay, so this is that's what you would call it, perhaps for visiting, uh, people on your website who are interested in whatever your site is talking about hopefully real estate. So you could offer something you know called something like the home sellers prep pack for top dollar offers, or you could probably play around with that title and make it better. But basically, what it would include is is it's a kit or a pack of various documents, materials and resources that someone who's selling their home will find extremely useful. I'll give you a quick list. It's not an exhaustive list, but it's pretty good and you certainly don't have to make all these materials. You could create one, two or three and call it a day. So one would be obvious would be a staging checklist, and I know for most realtors been in the business for a while. Like this is a no brainer. You could rattle off the 25 things or whatever that should be done in your sleep, but you know, for a homeowner who's been there for a while and hasn't really been buying or selling, it'll be new to them. Other thing would be a pre-listing of a repairs list and suggested capable handy person service. So what I mean by that is what are what are some like pretty inexpensive, quick repairs a home seller could do. That's really going to help increase the potential value of the property and help get through an inspection process more smoothly. Another good one is a cleaning guide, and I mean that you, you, some clients, will know exactly what to do to clean their house and prep it for showings and so forth, but some people have no clue. So that could be really helpful to some or not helpful at all to others.

Speaker 1:

Home seller timeline. I think this is one of the best ones, because when someone decides that they want to sell a home, often now the question is okay, I've made that big decision, I'm ready to go. How quick am I going to get the money Right? Especially if they got equity or if they're in a financial jam or whatever, or they're shopping for a new place. Obviously then they want to know what's the timeline, when could I realistically get the money out of this property? So a timeline is really good. And you can even frame the timeline as basically like, when will you get your money? That's kind of a tagline that's going to speak to people. So that's a good one.

Speaker 1:

Property photo prep guide. They can probably be rolled into the staging. But if you're particular about how you do your photos or you invest a lot in your photos with professionals and drones and so forth, then you may put together a brief property photo prep guide. And the last one would be something like a home showing etiquette guide. It's like here's some quick little things you can do before an open house that's just going to make your home look present a little bit nicer. All right, so you could do some or all of those. These are all materials and resources that a prospective home seller would really appreciate and could find useful. And then you plaster this all over your website. All right, now you don't just put a hey, grab our, grab our home seller kit little notice at the bottom of your site and hope people are going to see it.

Speaker 1:

You got to be annoying, and I the most annoying are the pop-ups, but I could tell you from extensive email marketing experience the pop-ups work better than anything else. I particularly like the exit pop for desktop, so if someone's cursor goes to the browser, it looks like they're going to leave Up pops this offer. And for mobile, I usually set it in where like like 50 to 60% scroll down the site, or maybe 30 seconds on the site or something like that, and then it pops up. And yes, I know these are annoying, but they are extremely effective and realtors who aren't using them are really missing out. If a focus is to, you know, get your prospects in your email database so you can contact them again, you also put it in the sidebar, you put it at the bottom, you put it, you can do a ribbon you can do. There's a limit. You don't want to do it like every single position on your website possible, but you know, if you get the pop-ups, you're pretty much golden. I'd probably throw one in the sidebar as well, just for good measure, all right.

Speaker 1:

So why do these work? These work because these are tangible, concrete documents, checklists. You can even coin them as worksheets. Well, worksheets, let's test it. Some people don't like the idea of worksheets. Some people love the idea of worksheets. You can call it a home selling planner and put it all together and create this really big kit. That would be excellent. Anyways, there's a lot of creative ways you can do this, and the reason this works is this is solving problems and answering questions for home sellers or people thinking about selling their homes.

Speaker 1:

So the next question is how can you create these? Well, actually, it's surprisingly easy in this day and age. There's a multitude of ways. You could write it up in a Word document or a Google Doc and download as a PDF Simple. You can have AI help draft and then you edit and put it in a Word doc and you can dress it up in Canva. You can even go into a place like Replit, which is R-E-P-L-I-T dot sorry, all different dot com. Amazingly, you could go in there and you could actually ask it to create a PDF checklist for you, which I've done and it works really well and they can be edited in Canva. There's a million ways to create it.

Speaker 1:

I don't get hung up on that, and even if you don't have the resources or time to make it beautiful in Canva, that's okay, even if you just get a black and white checklist PDF document made in Word document, that's going to be far better than nothing, right? So just get those going and if they're start working for you you see how well they're working for you. Then you'd be like, okay, well, maybe I'll invest 200 bucks and hire somebody on Fiverr or freelancer website and get somebody to dress those up. Anyways, these are all this is. This is the type of stuff you really want to start adding to your website, because most agents don't do this. They just aren't really trying to get people to sign up. It's probably lack of knowledge or experience or whatever, and it's because, well, they're doing other things. They're selling homes and working with clients. So these little tips, these can really move the needle.

Speaker 1:

If lead gen is a focus and I'll end with this, and this is the recurring message Lead, lead, leads has to be the focus. Get them in your email. The more of your entire geographic service area of people and contacts you have in your email list, the more valuable it is, the easier it's going to be to start getting clients. You keep in touch with them, you send them good information, they're going to remember you, they're going to refer you. They're going to get an email from you and be like oh, you know, you may not have heard of them from them for five years.

Speaker 1:

It's like, oh, we're going to sell our house. You know, remember, remember me. You helped us buy this house five years, five years ago. I've been on your email list for all these years and I'm ready to sell. So you know it works like that. It's a long-term play, but it's so valuable and it can seriously, once your list is enormous, you can dial back spending on paid ads and that sort of thing Because you have this huge, huge clientele at your fingertips that you can send whatever you want to them whenever you want, for nothing. Thanks for listening.