Key Takeaways:

  • Referrals from mortgage loan officers allow you to connect with buyers early in their journey. 
  • Focusing on a niche clientele or specific neighborhood may set you apart from your competition and build your credibility.
  • Strategic partnerships with local organizations and complementary businesses can help you find quality leads within your area. 
  • A strong marketing strategy encompassing social media, a personal brand, and an engaging website can help you attract new leads.
  • Word-of-mouth referrals are a powerful way to attract high-quality leads from satisfied clients.

One of the most challenging aspects of being a real estate agent is maintaining a steady stream of leads to work with. It takes more than having good fortune. Finding solid leads takes time, effort, and innovative strategies. 

In today's competitive housing market, standing out requires you to use your talents and skills to find potential clients. Here, we’ve compiled a list of the top eight strategies you can use to build your lead funnel and become a trusted real estate professional. 

1. Specialize in a Niche or Neighborhood

The first thing you want to do to establish yourself as a real estate expert is select a niche or neighborhood to differentiate yourself. Focusing on a specific target market or region allows you to customize your marketing strategy. Plus, you have a chance to build your reputation and become the go-to expert in your chosen locale.

Here are examples of different categories where you can hone your skills:[1]

  • Target demographic: First-time home buyers, downsizers, young families, couples, or newcomers.
  • Geographic area: Neighborhood, school district, community, metropolitan centers, suburban areas, or small towns.
  • Property type: Apartments, condominiums, luxury homes, rental properties, cottages, waterfront properties, vacation homes, senior housing, or historic homes. 

By narrowing down your specialty, you might better appeal to clients seeking your unique expertise. Taking the time to become a niche expert may help you stand out from generalists. 

2. Partner With Local Businesses

Teaming up with complementary business professionals in your local area is a fun and rewarding way to expand your network and find new clients. 

Local business partners may include:[2]

  • Community organizations: Schools, charities, churches, and business associations. 
  • Financial professionals: Financial advisors, accountants, and mortgage loan officers.
  • Home service providers: Cleaners, contractors, home inspectors, home staging companies, interior designers, landscapers, painters, and lawyers. 

For example, you can purchase an exhibit table at a school fair to showcase your services and meet the families within the neighborhood. By joining forces with trusted professionals, you may be able to offer added value to potential clients and discover a new pool of referrals.

3. Leverage Referrals From Mortgage Loan Officers

Potential buyers may work with a mortgage loan officer (MLO) to learn about their financing options in the early stages of the homebuying process. A strong relationship with an MLO can be a valuable resource that provides you with top-notch leads. 

Collaborating with an MLO gives you the opportunity to share marketing materials and co-host educational seminars or webinars. Educating potential buyers about the process of purchasing a home or the types of mortgages available may be an effective way to leverage each other’s expertise. 

Displaying promotional material, including business cards or brochures, in each other’s workplaces creates even more exposure. Having regular touchpoints and providing two-way referrals can help create a mutually beneficial relationship for you, the MLO, and your clients. 

4. Educate Buyers and Sellers

Stay on top of industry news and market insights so you can inform your clients about housing market trends. This helps highlight you as an expert while giving clients the knowledge they need to make educated decisions. 

For instance, consider hosting informative seminars for prospective homebuyers and home sellers. These are some common topics that may be of interest to your clients: 

You can also share educational content, including blog posts, checklists, market reports, and guides, to help clients during their homebuying or selling process.

5. Capture Leads Through Your Website

Although you can promote your services through your broker’s website, having a personally branded website allows you to make a positive first impression. As your career evolves, you may switch from one broker to another — all the more reason to have an independent website your audience can visit no matter which brokerage firm you’re associated with. 

Your website can include your bio and professional headshot, a blog, housing market trends, videos, resources, testimonials, and contact information. Be sure to optimize your site to be mobile-friendly and implement search engine optimization (SEO) practices to make it easy to convert visitors into leads. 

Create coherent call-to-action buttons encouraging visitors to sign up for your newsletter, schedule a free consultation, or receive a home evaluation. Direct them to a simple lead capture form where they can input their contact information. 

6. Provide Free Downloadable Resources

Use a lead magnet to attract potential clients when marketing your services. A simple way to do this is by offering free resources. For example, create user guides, checklists, and reports for visitors to download from your website or newsletter. You could even let them register for a free webinar to learn about current housing market trends or the steps to buying a home. 

Offering these valuable (but free!) resources might establish you as an authority figure and help you build rapport with your growing audience. Your potential clients may appreciate you sharing indispensable knowledge to help them through their homebuying or home-selling journey. 

7. Enhance Your Social Media Marketing Strategy

Building a professional brand using social media marketing is a productive way to generate leads. You can use it to build a strong network, foster engagement, and establish trust. Here are a few ways to effectively use the most popular social media channels: 

  • Facebook: Join local real estate groups and engage in conversations where people typically ask for recommendations. 
  • TikTok and Instagram: Offer a glimpse into your daily life as an agent, give virtual home tours, conduct Q&A sessions, and share tips with prospective buyers and sellers.
  • YouTube: Create long-form educational videos to educate clients about the housing market.
  • LinkedIn: Connect with professionals and talk about industry insights. You may find people you can partner with to help cross-promote your businesses.  
  • Reddit: Join different threads and help answer real estate questions to show your expertise.

It’s wise to start with one platform and grow your audience there before branching out. Otherwise, you may spread yourself too thin if you try to juggle multiple social media platforms. 

Practice these habits on a regular basis to become top-of-mind to potential clients:[3]

  • Post valuable content.
  • Participate in conversations.
  • Reply to questions and comments.
  • Share and like posts.

Being authentic, sharing your story, and engaging your audience can help you build the foundation for a reputable brand that will attract more leads.

8. Request Word-of-Mouth Referrals

Working in the real estate industry requires you to make strong personal connections. In 2024, 40% of all buyers found their real estate agent through a friend, neighbor, or relative. In particular, 51% of first-time homebuyers tapped into their network to ask for referrals.[4]

You never know when your satisfied clients, acquaintances, colleagues, family, and friends may recommend you to someone within their social circle. So, don’t be afraid to ask happy clients for written testimonials (such as by writing a positive Google review) or referring you as their go-to real estate agent. Routinely keeping in touch — whether through emails, hosting client events, or sending holiday cards — can be a constructive way to maintain warm relationships. 

Don't forget to show your appreciation to the individuals who send business leads your way. For example, when you ask a new client who referred them to you, you can send a handwritten thank you note along with a gift card to the person who provided the referral. 

Diversify Your Lead Generation 

These proven strategies may help you diversify and expand your lead pipeline as a real estate agent. Start by focusing on one or two areas. As you gain more experience and confidence, you can explore more ways to help you find potential clients. 

Keep in mind that lead generation is a marathon and not a sprint. Pace yourself and be consistent.5 Above all, showing empathy and being sincere are vital skills that will help you form long-lasting relationships and support your business growth.

At PNC Bank, we’re here to help with real estate agent resources. Let’s work together to help buyers achieve their homeownership goals.