Marketing is like a pendulum. One minute someone is telling you to go back to the basics, and the next minute someone is telling you to dance on TikTok.

Recently, it’s been all about lead magnets, and I’m tired of this topic lingering.

If you don’t know what a lead magnet is, it is a tool to capitalize on your marketing efforts. It is something valuable that you offer people for free in exchange for their contact info.

The problem is that most people don’t give you actionable advice on how to:

  1. Create lead magnets
  2. Set up a landing page (to collect emails)
  3. Deliver the lead magnet
  4. The long-term effects of lead magnets

So, let’s get right into it.

Select a Topic

Most people get stuck before they even start creating a lead magnet. They don’t know where to start—or what topic to cover.

A lead magnet does not need to be complicated, it needs to be relevant. 

Your goal is most likely to get leads that are interested in real estate. This is what makes you money, after all. That means relevant lead magnets fall under the “basics” category.

The basics include:

  • “Picking the best mortgage”
  • “Game plan to get your finances ready to buy”
  • “What to know about buying in [market]” 
  • “Renovations you need to increase your home’s value”

The reason I like the basics is because they never fail.

Once you decide on a topic, it’s time to decide on a format and start creating your lead magnet. 

Create Your Lead Magnet

There are three ways you can develop a lead magnet. You either create it yourself, find it online, or do a mix of both. Finding lead magnets online is extremely easy. Simply go to reputable sources like the CFPB and look for downloadable content. Example: FREE Home Loan ToolkitIMO, the best lead magnets are able to be delivered via email. Typically, you’ll deliver this content as a PDF, spreadsheet, or video.

Some simple ways to create lead magnets, depending on the format you use:

  • PDF: Use a template on Canva 
  • Spreadsheet:  Use Google Sheets or Excel 
  • Video: Use YouTube or Loom

It’s really that simple.

Next, you need to create a landing page to collect contact information and ensure the resource you are offering is delivered. 

Create a Landing Page

This is another part that scares people off. I’m going to make this extremely simple.

The only purpose of a landing page is to collect emails. There are two ways to set up a landing page: a free one or a paid one. The only downside to free is that you’ll have to manually deliver your lead magnet.

The best free solution for a landing page is Google Forms. This is extremely easy to set up (there are a million tutorials online). Just make sure that when a response is submitted, you get an email so you can promptly send out your lead magnet.

There are numerous options for paid landing pages, most of which are user-friendly and easy to set up. Landing pages can be set up through websites such as or, or you create a landing page with a newsletter platform such as ConvertKit or MailChimp.

If you are already paying for a newsletter platform, look to see if it also offers landing pages. This is a great option for the majority of real estate agents offering lead magnets. In fact, I recommend using a newsletter platform over a stand-alone website. Why?

Because the purpose of lead magnets is to collect emails and nurture them over a long period of time. You do that with a weekly newsletter and personalized reach-outs. When you use a dedicated website, you’ll have to manually import new emails into your newsletter platform.

Advertise for Leads

Lead magnets are another tool in your arsenal to get more leads—but they are pointless unless you market them. 

Let me give you some examples of how to integrate your lead magnet into the marketing strategies you are already using:

  • You send out a biweekly flyer to your local farm. Add a QR code to your lead magnet. This allows you to collect email addresses from print marketing.
  • You consistently post on social media. Post 1-3 stories on your lead magnet explaining what it is and how to get it. Add that to your highlights so that when someone looks at your profile, they can find it.
  • You advertise on Facebook. Try pushing people toward your lead magnet. Don’t just advertise a still image of your business card.
  • You host open houses on the weekend. Get a sign with the title of your lead magnet and a QR code.

This list could go on, but you get the point. The whole purpose of a lead magnet is to collect the contact information of leads.

Next Steps: Nurture Your Leads

There are two types of marketing: high upfront and low backend. 

High upfront is collecting the contact information of leads—which is the purpose of a lead magnet. But what you do next is what will help you convert those new leads over time.

This is where low backend marketing, or nurturing, comes into play. On average, it takes about 8 months for a Zillow lead to purchase a house. Depending on your lead magnet, this timeframe will vary.

That is why you need to stay top of mind. You do that with weekly newsletters, social media posts, and biweekly print marketing—along with consistent follow-up with calls, texts and emails that continue to add value. 

Whatever low-backend marketing you do, consistency will have the greatest impact.

Your newsletters should not only provide valuable content but also subtly remind recipients of your expertise and the services you offer. This can include market updates, tips for homebuyers/sellers, success stories, and even exclusive deals or discounts for subscribers.

Similarly, your social media presence should reflect your professionalism while engaging your audience with informative posts, behind-the-scenes glimpses, client testimonials, and interactive content like polls or Q&A sessions.

Biweekly print marketing serves as a tangible touchpoint, reinforcing your brand and keeping you in the minds of potential clients. Consider including snippets of valuable information alongside your lead magnet promotions to further entice recipients.

Consistent follow-up is crucial. Set reminders to reach out to leads regularly, whether it’s to check in on their progress, offer additional assistance, or share relevant updates. Personalize your communications to demonstrate genuine interest and foster stronger connections.

Remember, nurturing leads is a long-term investment in your success as a real estate agent. By consistently delivering value and maintaining meaningful interactions, you’ll increase your chances of converting leads into loyal clients.