Whether you’re a brand new agent or you’ve been at this a while, if you’re struggling with lead generation in today’s market, you need to read this. 

Sometimes, you just have to take a step back and start from the beginning to see what you’re missing and what’s really hurting your engagement on social media—including your ability to get leads. 

If you’ve noticed your Instagram presence is doing very little (or nothing) to generate leads, start by working through this guide. Get your basic framework set up to attract your ideal clients, so you can get the leads you need to grow your business in 2023. 

This strategy works no matter what the market is doing. So, what are you waiting for?

Is your Instagram set up for success?

Here are two questions I want you to ask yourself right off the bat. 

#1: Is your profile appearing when people search for a real estate agent in your city?

Your username and display name are searchable, so make sure to include these three keywords in either your username or display name: 

  • Your name
  • Your city
  • “Real estate” or “Realtor”

#2: What is the first impression people get when they visit your profile?

Think about what people see when they visit your page for the first time. In your bio, you have 150 characters to encourage people to take action. Clearly tell people what you post about and how you can help them. 

If I visit a profile and see a bunch of generic graphics and no faces, I do not follow. If I see a consistent face, consistent branding, and clear topics on what each post is about—I’m in.  

C&C Members: Search for “Instagram Audit Worksheet” to complete this step. 

Set up a form to collect emails

Don’t rely solely on Instagram for communication with your followers. Build an email list so you can reach your audience directly without relying on a third-party platform. Otherwise, if your Instagram is banned or deleted, you will lose all those hard-earned followers. 

So, here are two things I want you to do: 

#1: Come up with a free incentive to offer to your audience in exchange for their contact information. 

This could be a free market report, buyer/seller guides or checklists, exclusive insights, free consultations, or any other valuable resource that your target audience would find appealing. 

#2: Set up a landing page using your website, email client, or CRM. 

Add this link to your Instagram bio and end your posts with a strong Call to Action (CTA) driving people to the link in your bio. 

C&C Members: For your CTAs, use our guides and checklists to use as your incentives. 

Set up ManyChat to send automated DMs

Another way you can send people to your landing page is through a service called ManyChat. You can easily set up an automation so that when someone comments a particular word on your post, it sends them a message. 

Ask for their email in the message, and ManyChat will add it to their contact information within ManyChat. You can integrate ManyChat with your CRM or email platform to add them to your email list. Another option is to have the message send them the direct link to your form or landing page. 

C&C Members: Try out a service like PaperTurn or FlipSnack to turn your C&C templates into an interactive digital flipbook. 

Set up your email campaigns

Using your CRM or email platform, set up an automated email sequence, or drip campaign, to send a series of pre-written emails to your prospects and clients at specific intervals. These sequences are designed to keep your leads engaged and help move them through the buying or selling process by providing valuable information and building trust. 

Here are some things to consider when creating your email campaigns: 

#1: Identify your goal. Do you want to educate your prospects, build trust, start a conversation, or stay top of mind?

#2: Segment your audience based on their interests or demographics. This will help you personalize your messages and increase the relevance of your content. 

#3: Choose a frequency that works for you: daily, weekly, monthly, etc. Make sure each email is focused on a specific topic and includes a clear call to action. 

C&C Members: Search “infinite Email Campaign” for email drips to use for sellers and first-time buyers.

Quick lead-generating content ideas

It’s important to create content with a goal in mind: to build trust, to get more engagement (comments, shares, saves, etc.), or to generate leads. Here are some ideas for content that is great for lead generation: 

  • Schedule an Agent Preview for hot new listings or new construction projects and go show them off in your Stories. Use question stickers to get your audience to ask questions about these properties. 
  • Create a Buyer Needs post for what your clients are looking for. This can result in potential seller leads that have a match, and buyers reaching out because they want you to do the same for them. 
  • Start a conversation with your audience on Stories and ask them questions like “What’s the #1 thing holding you back from buying your first home?”
  • Feature different neighborhoods in your city. And for the CTA, ask if anyone would like a list of what’s available in that area. 

C&C Members: You can snag all these templates in the C&C Membership, obviously. 

Keep this in mind

We’ve all seen a post from an Instagram “guru” with the headline, “This strategy generated me $80,000 in sales,” or “How I got 20 leads from one post.” 

Rather than trying to generate leads all the time, focus on establishing yourself as a trusted expert and building relationships. 

It’s also important to keep in mind that real estate transactions can take a longer time to close compared to other products. So, it’s important to focus on building relationships and trust with potential clients over time, rather than just trying to make quick sales. 

Head over to Coffee & Contracts for hundreds of templates, scripts, and ideas. We create content that will help you get seen, build trust, and establish relationships online.