Real Estate Lead Generation Strategies

Summary

The session focused on strategies for building targeted landing pages and organically generating real estate leads, specifically in Gwinnett County, through free social media methods.
Attendees included the host, special guest Hank from the Atlanta area, and other participants.
The discussion provided a comprehensive step-by-step plan for using curated new construction listings, AI tools, and consistent posting schedules to attract move-up buyers.
Key takeaways involved leveraging AI for content creation, specific posting tactics across platforms, best practices for lead capture, and plans to create a detailed action guide and possible follow-up workshop.

Action Items

Create a daily/weekly/monthly action plan guide on the outlined lead generation and content strategies and share it with Hank and interested parties (Host, within a few days).
Hank: Begin implementing the recommended posting schedule (at least 5 days per week), utilizing the suggested strategies.
Host: Consider organizing a follow-up, hands-on workshop session focused on live implementation and troubleshooting.
Host: Provide Hank with a copy of the session recording.

Target Audience and Lead Gen Strategy

Identified the ideal client: move-up buyers interested in new construction within Gwinnett County, open to buyers looking to rightsize as well.
Agreed to focus lead generation efforts on new construction inventory in Gwinnett County, leveraging available builder incentives and special financing.
Decided to use inventory as the primary hook, with neighborhood guides and builder incentives as supporting offers, tailored for social media and organic outreach.
Emphasized the value of curation (e.g., "new construction homes under $450k") to differentiate from generic listings and create more compelling offers.

Tools, Setup, and Content Creation

Recommended using newhomesourceprofessional.com as a free resource for curated new construction listings, including completed and quick-move-in homes.
Outlined how to use AI tools (ChatGPT, Prompt Cowboy, etc.) to generate content for landing pages, community guides, and builder incentive summaries, reducing reliance on personal creativity.
Demonstrated creation of both IDX squeeze pages and traditional landing pages using Bold Trail, with tracking through hashtags and source fields for campaign effectiveness.
Explained how to deliver guides and curated lists via landing page thank-you pages (using Google Drive for file hosting), and to follow up with smart campaigns (immediate email delivery, follow-up texts/emails).
Suggested using automation for follow-up (search alerts, market reports, "deal of the week" messages).

Organic Posting Tactics and Schedule

Detailed a consistent content posting plan: at least 5 days per week, mixing curated lists, individual community guides, specific property features, and updated builder incentives.
Provided examples for posting in Nextdoor, Facebook pages/groups, Google Business Profile, and Facebook Marketplace, with tips for using screenshots, short videos, and appropriate hashtags.
Recommended varying posting times and using tools for post scheduling to maximize reach.

Lead Management and System Integration

Stressed the importance of identifying seller leads (those who have a home to sell) and appending this data in the CRM.
Outlined using free tools (True People Search, Fast People Search) and paid automation options (thanks.io) to match contact data with property addresses.
Highlighted the need to set up search alerts and monthly market report campaigns for captured leads, using hashtags to automate segmentation.

Advanced/Optional Optimization

Briefly explained how to add site-wide tracking (Google Pixel, Meta Pixel, etc.) via Bold Trail for retargeting and conversion tracking.
Mentioned the benefit of listings-to-leads landing pages for specific property promotions as a paid upgrade for higher lead capture.
Advised keeping video optional for those uncomfortable on camera—these strategies can be fully implemented without creating video content.

Next Steps and Future Sessions

Host will convert the session details into a structured daily/weekly/monthly action guide and share it.
Potential for a private, workshop-style follow-up session focused on implementation.
Attendees can request the guide and follow-up workshop via DM or comments.

Decisions

Focus on new construction lead generation in Gwinnett County using curated inventory lists and AI-generated content — Chosen for high demand, availability of inventory, and opportunity to capture both buyers and sellers.

Open Questions / Follow-Ups

Host to determine and communicate the date for the possible follow-up workshop session.
Hank and other attendees to provide feedback or additional questions as they begin implementation, or request further clarification/resources as needed.
Host to finalize and distribute the structured action plan guide to Hank and any other interested parties.

The reverse prospecting workflow described involves these specific steps to generate targeted outreach via text and email:

Obtain Reverse Prospecting List:
- After entering new listings into the MLS, retrieve the reverse prospecting list. This list contains agents who have clients matching the criteria for the new properties.
Organize the List Using AI:
- Use AI tools to take the raw reverse prospecting list and convert it into a well-organized spreadsheet. This makes the data easier to manage and import.
Import into Cold Outreach Engine:
- Import the organized spreadsheet into a cold outreach system or engine that supports bulk texting and emailing.
Send Targeted Texts and Emails:
- Use the outreach engine to send personalized text messages and emails to the agents on the list, informing them about the new listings that fit their clients' criteria.

This workflow leverages AI to streamline data organization and enables efficient, targeted communication to agents who are most likely to have interested buyers.

The described client avatar is:

Move-up buyers interested in new construction homes.
Located primarily in Gwinnett County within the metro Atlanta area.
Buyers who may be looking to buy and sell, often trading up.
Also open to clients who are rightsizing or downsizing, such as those seeking single-story homes or new construction with specific features like a master on the main.
Interested in new construction inventory, including available builder incentives and special financing programs.

This avatar focuses on buyers actively looking for new construction homes in Gwinnett County, with an understanding that many will also have a home to sell, creating opportunities on both sides of the transaction.

The three types of landing pages to deliver when people reach out are:

Curated Inventory Landing Page:
A page showcasing a curated list of new construction homes (e.g., homes under a certain price in Gwinnett County), allowing visitors to browse available properties.
Community or Neighborhood Guide Landing Page:
A resource page offering detailed guides about new home communities or neighborhoods in the target area, helping buyers learn more about lifestyle and amenities.
Builder Incentives and Special Financing Landing Page:
A page that highlights current builder incentives, discounts, or special financing options available for new construction homes, providing added value to potential buyers.

Each landing page is designed to capture leads by offering valuable, targeted information aligned with the interests of the client avatar.

The "quick move" strategy involves focusing on new construction homes that are already completed and ready for immediate occupancy, allowing buyers to write offers and settle as soon as possible. Here’s how it works:

Use filtering tools (like on newhomesourceprofessional.com) to identify completed or quick move-in homes in the target area (e.g., Gwinnett County).
Highlight these homes as a special offering, such as a monthly or periodic update:
"Right now, there are 40 new quick move new construction homes available in Gwinnett County. Would you like me to send you the entire list?"
Send this curated list via text or email to interested leads or your database to generate conversations.
Use this as a conversion tool further down the pipeline to engage buyers who are closer to making a purchase decision.

This strategy helps create urgency and appeal by showcasing homes that buyers can move into quickly, which can be a strong motivator for prospects ready to act.

A property could be chosen as the "deal of the week" for several reasons, including:

Just completed construction: The home is newly finished and ready for immediate occupancy.
Significant price reduction: The property has had a notable price drop, making it more attractive (e.g., a $30,000 reduction).
Builder incentives: The builder has added special incentives or discounts that increase the value proposition.
Unique features: It might be the cheapest four-bedroom new construction home available right now in the target area.
Specific buyer appeal: For example, the cheapest single-story new construction home available, appealing to downsizers or those seeking particular layouts.

The key is to create a compelling story around why this property stands out that week, making it attractive and interesting to potential buyers.

The suggested approach for creating a community guide using AI is to provide a detailed prompt like this:

"I want you to do deep research and put together a guide for potential move-up or trading-up buyers of all the new home communities currently available in Gwinnett County. The guide should include detailed information about each new construction community, including amenities, lifestyle, pricing ranges, and any other relevant details that would help buyers make informed decisions."

Additionally, you can ask AI tools (like ChatGPT, Gemini, or Prompt Cowboy) to help you craft or refine this prompt for better results. For example, you might say:

"Can you help me write a prompt to create a guide for growing families looking to buy a new construction home in Gwinnett County, detailing all the new home communities?"

This method leverages AI to quickly generate comprehensive, branded community guides that you can use as valuable lead magnets.

At around minute 18, the suggested prompt to use with AI for creating varied social media post copy is:

"Can you help me create five different variations of this text for a Facebook post?"

This is used to generate multiple versions of your post language to keep your content fresh and engaging without having to come up with all the variations yourself. For example, you provide your original post text, and the AI returns several alternative phrasings you can use.

At around minute 18, the suggested prompt for creating a community guide using AI is:

"I want you to do deep research and put together a guide for potential move-up or trading-up buyers of all the new home communities currently available in Gwinnett County. The guide should include detailed information about each new construction community, including amenities, lifestyle, pricing ranges, and any other relevant details that would help buyers make informed decisions."

Additionally, you can ask AI tools to help refine this prompt, for example:

"Can you help me write a prompt to create a guide for growing families looking to buy a new construction home in Gwinnett County, detailing all the new home communities?"

This approach helps generate a comprehensive, branded community guide quickly.

The three ways to get people to say they're interested (i.e., to raise their hand as leads) are:

Offering Curated Inventory Lists:
Presenting carefully selected lists of new construction homes, such as homes under a certain price point or recently price-reduced properties, which saves buyers time and effort.
Providing Community or Neighborhood Guides:
Sharing detailed guides about new home communities, including lifestyle, amenities, and other relevant information that helps buyers learn more about the area.
Sharing Builder Incentives and Special Financing Information:
Highlighting current builder incentives, discounts, or special financing programs that add value and motivate buyers to engage.

These offers serve as valuable hooks that encourage potential clients to provide their contact information and start a conversation.

The suggested offer for the curated list is to present a carefully selected and convenient list of new construction homes tailored to the target audience’s interests. For example:

"See all available new construction homes in Gwinnett County under $450,000."
"Check out all recently price-reduced new construction homes in Gwinnett County."
"Right now, there are 40 quick move-in new construction homes available in Gwinnett County. Would you like me to send you the entire list?"

The key is to curate the inventory to save buyers time and effort by doing the filtering and organizing for them, making the offer compelling and valuable enough for them to provide their contact information and engage further.

Here are the steps to create and share a Nextdoor post based on the described strategy:

Prepare the Content and Image:
- Take a screenshot of the curated new construction listings grid (e.g., homes under $450K in the target area).
- Write a clear, engaging post copy, for example:
  "Looking for a new construction home in Cumberland County? Check out all available brand new homes under $450K right now. There are 73 available as of this morning."
Get the Link to the Landing or IDX Squeeze Page:
- Generate or copy the URL of the landing page or IDX squeeze page that shows the curated list of homes.
Log into Your Nextdoor Business Profile:
- Access your Nextdoor business profile where you can post updates.
Create a New Post:
- Click on "Add Post" or similar option to create a new update.
Upload the Image:
- Upload the screenshot image of the listings grid to accompany your post.
Add the Link:
- Paste the URL to the curated listings page in the post.
Write the Post Description:
- Include the engaging text prepared earlier.
- Since Nextdoor may not allow clickable links in the description, you can mention:
  "Check out all available brand new homes under $450K right now when you tap 'Learn More' below."
Add Relevant Hashtags:
- Include 3 to 10 relevant hashtags to increase reach, such as:
  #CumberlandCounty #NewHomes #RealEstate #BuyerAgent #NewConstruction #Realtor
Publish the Post:
- Review the post for accuracy and completeness, then publish it.
Share the Post to Relevant Groups (Optional):
- If applicable, share the post within relevant neighborhood or interest groups on Nextdoor to increase visibility.

Following these steps helps you create an engaging, visually appealing post on Nextdoor that drives traffic to your curated new construction listings and generates leads organically.