By now, I’m hoping you’ve at least heard the term “lead magnet.” But in the event you haven’t, let me bring you up to speed. 

A lead magnet is essentially a free piece of valuable content that you provide (typically in the form of a checklist, masterclass or ebook) in exchange for a potential client’s information. 

As real estate agents, we typically find ourselves frothing at the mouth for this kind of information, as we consider that a LEAD.

With that in mind, lead magnets are undoubtedly a strong way to engage your audience, grow your community, provide value and, of course, generate leads. 

Today, my goal is for you to truly embrace the 2024 magic of a compelling lead magnet, understand what differentiates a “good” lead magnet from a bad one, and, most importantly, learn how you can save a TON of time creating your next one. 

And if you read this whole thing you’ll see I’ve taken some of the work out of it for you.

What separates a good lead magnet from a bad one?

In my experience, you need to effectively marry two major factors in order to successfully launch a lead magnet that actually generates leads. 

Here’s the formula: 

Ingredient #1: It’s got to be UNIQUE.

This information is not something people can find with a quick Google search. 

If you’re providing a real estate buyers’ guide, make something about this guide specific and unique. You want your audience to see your lead magnet as valuable to them—something they want that they can’t find anywhere else. 

Example: Ultimate Buyers’ Guide for Newlyweds 

Not: 2024 Buyers’ Guide 

See the difference?

Ingredient #2: It must be SOLUTION-ORIENTED.

This is typically going to come down to the content of the lead magnet and/or how you promote it! 

You want to make sure that your irresistible lead magnet is speaking to a problem your ideal client is already facing, and makes it obvious how you solve it! 

Example: If you see everyone on your Facebook news feed buying their first home and you can’t figure out how you’d ever be able to afford it before you turn 40, check out my ultimate home buyer’s starter kit. We’ll cover budgeting for your goals, understanding the TRUE cost of buying in 2024, customizing your roadmap to purchasing, common mistakes first home buyers make (that you want to avoid!!), and more!     

If you can effectively include those two ingredients in your messaging, you’ll have a slam dunk, guaranteed! 

To summarize, remember your goal is to create something irresistible that solves one major problem using your straightforward custom strategy. 

If you’re struggling to come up with what kind of lead magnet to create I’ve put together a list of 100 ideas here!

Now that you’ve got the concept down, it’s time to turn it into an easy-to-consume format! 

Depending on your topic, you might elect to do an ebook, a checklist, a mini-course, a masterclass or some other format that fits your content and style! 

My personal recommendation is an ebook or guide that does not exceed 15 pages. With anything longer than that, your audience is less likely to read it all the way through. 

To help you get started, I’ve designed two free Canva templates you can use to create your next lead magnet!

  1. Sellers Guide template
  2. General lead magnet template 

How to get leads with your lead magnet

Now that you’ve got your lead magnet topic and template handled, it’s time to answer the most important question: How do I actually get LEADS from it? 🤔

That’s where the magic of social media comes in. Platforms like Facebook, Instagram, and LinkedIn aren’t just for sharing content, they are quite literally goldmines for leads and growing your email list! 

You’ll want to design a content strategy that really addresses the problems your audience is facing (which your lead magnet helps to solve). 

For example, if you create a list of 25 Cosmetic Upgrades Under $5,000, all 25 of those cosmetic upgrade ideas become different pieces of content. 

But you could also take those topics and come up with 5-10 additional content ideas that address the specific desires of your audience! For example: 

  • “I want to upgrade my home but don’t want to pay for a full remodel.”
  • “I want a fresh new look for our kitchen but can’t change the countertops.”

If you allow yourself to tap into a bit of creativity, and leverage content you’ve already created within the lead magnet, you’re sure to have countless content ideas to use as a starting point.

How to save time and grow faster with ManyChat

Now, here’s where things get really exciting. 

Say goodbye to manual follow-ups and hello to a lead generation machine that works around the clock! Once you start creating that content, you’ll want to set up ManyChat to automatically capture followers and turn them into leads as they engage with your content! 

With ManyChat, you can set up automated chatbots that engage with your leads, answer their burning questions, and gently nudge them toward taking the next step. 

It’s like having a personal assistant who never takes a day off! (For a step-by-step guide, Check out the full ManyChat course in BAMx.)

Remember this: Creating a lead magnet that hits the bullseye isn’t just about slapping together some random PDF or generic checklist. 

It’s about understanding your audience inside and out—their wants, their needs, desires and their struggles—and providing a solution! 

Whether it’s a comprehensive guide to navigating the homebuying process or an exclusive checklist, your lead magnet should offer real value and leave your audience truly curious, not just about this one piece of content but also about what you’ll come up with next. 

The great thing about the leads you generate from these lead magnets is you now know this person has truly expressed interest in what you have to offer. 

By being strategic with these lead magnets, you can really narrow down exactly what a potential client wants, opening up a whole new world of conversations when you follow up with them!

Want more on how to turn social media followers into email subscribers with lead magnets? Check out The Ultimate Guide to Lead Magnets on BAMx.