Social media lead gen campaigns should focus on future business, not just business for today

Social media advertising has become an indispensable tool for real estate agents to reach a larger audience and generate leads. However, social media expert Nic Fren stresses the importance of thinking beyond just the immediate future and building a sustainable business through a database and pipeline.

“Putting my agent & business owner hat on, I’m like everyone else. I want the leads today, and I want them to be quality,” he says. “Putting my marketing hat on, it doesn’t necessarily work like that.”

Social media is an incredibly powerful tool for real estate agents, as it allows them to reach a large and engaged audience of potential clients. However, many agents focus solely on generating leads for the immediate future through their social media advertising efforts. Nic Fren, a social media expert with over a decade of social media experience in the real estate industry, stresses the importance of thinking beyond just the present and building a sustainable business through a database and pipeline.

According to Mr Fren, "Building a database and pipeline is crucial for real estate agents who want to establish a sustainable business. By capturing the contact information of people who have expressed interest in your services, you can ensure that you always have a pool of potential clients to draw from. This can be especially valuable during slow periods, when it may be more difficult to find new leads." Keeping in mind that a lead is someone who owns a piece of property and you collect data and permission to contact them. It’s not necessarily someone who is thinking of selling right now. I find quite a lot of agents are focusing on the short terms wins rather than building a sustainable business for the future.

Mr Fren also emphasizes the importance of nurturing relationships with potential clients over time. "By sending regular newsletters, strategic social media campaigns that offer value personalized emails, or making phone calls to check in and see how they're doing, you can build deeper relationships with your clients over time, which can lead to more referrals and repeat business." Not everything we put out needs a call to action.

When it comes to an agents social media strategy, Mr Fren advises that "You should be thinking about the next 3, 6, 12 months and beyond. By doing so, you can ensure that you're constantly adding new leads to your pipeline and nurturing existing relationships to keep them engaged and interested in your services."