Sales funnels aren’t just for ecommerce businesses… how can you use high-converting sales funnels for your real estate business? Find out here!
Whether you’re a real estate agent or investor, your business depends upon a few things.
First, people in your market have to know that your business exists. If they don’t know about your business, then you’re not going to make any money… plain and simple.
Second — and just as important — you’ve got generate leads for your business. That is, you’ve got to find motivated sellers or high-quality buyers.
And finally, you’ve got to turn those leads into deals and transactions.
If any three of those pieces are missing, your business is going to struggle.
In this article, we’re going to show you how to use sales funnels to drive traffic (step one) and generate leads (step two) so that you can turn those leads into cold hard cash (step three).
Let’s get started!
What is a sales funnel (for real estate)?
To understand what a sales funnel is, you first have to understand what a sales funnel isn’t.
You see, most real estate investors and agents use websites to spread brand awareness, drive traffic, and even generate leads.
What we mean is that websites are wildly inefficient at driving traffic and generating leads.
Think about it.
Here’s what a typical real estate website might look like.
But unfortunately, pretty doesn’t equal effective.
The problem with traditional websites is that they don’t guide visitors. They allow visitors to browse. They allow visitors to interact with your brand. They even allow visitors to take action.
But they don’t intentionally guide visitors from point A to point B.
Which is why websites usually leave people confused about what action they should or shouldn’t take.
It’s sort of like putting a brick wall between you and your target market.
Instead, what you need is a series of pages that are intentionally crafted to guide motivated sellers and high-quality buyers toward the exact action that you want them to take — giving you their contact information.
And that’s exactly how a sales funnel operates.
Essentially, a sales funnel consists of several pages that, step by step, guide each visitor to conversion.
If a website is like giving someone your business card, then a sales funnel is like having your best salesperson walk hand-in-hand with each of your website visitors as they make a decision.
And there are different sales funnels for different things.
There are sales funnels for hosting live events, generating leads, and, of course, making sales.
As it applies to real estate, the main application will be generating high-quality leads. Because if you can do that, then you already know how to sell your services.
How To Build Your High-Converting Real Estate Sales Funnel (3 Steps)
So you understand what a sales funnel is and how it applies to your real estate business.
The only question left to answer, then, is how can you actually build a high-converting sales funnel?
Here are the three steps.
1. Understand WHO You’re Targeting & What You’re Offering
As with all types of businesses, if you don’t know who you’re targeting and why your service is beneficial to your target market, then you’re going to have a really hard time generating leads or closing deals.
So let me ask you…
Who is your target market?
You might answer that question by saying “People who want to buy or sell a home in [YOUR CITY].”
And that’s a great start.
But especially if you’re in a competitive market, you might want to consider niching down even further.
For example, could you be…
- The real estate agent who sells river-front homes?
- The real estate agent who helps first-time homebuyers?
- The real estate investor who helps people going through foreclosure?
- The real estate investor who helps people going through a divorce?
As the cliche goes, “the riches are in the niches.”
It might even benefit your business to fill out something like this based on who you want your target market to be…
The more you know about your target market, the easier it’s going to be to sell to them.
You also need to have a clear idea of why your services will benefit your target market.
Why does your target market want to sell their home quickly for cash?
Why does your target market want to buy their first home?
Here’s a Facebook ad that illustrates how understanding your target market can help you write better sales copy.
Maybe keeping their “whole family together” is something that your target market really cares about… you can’t know until you’ve defined who your target market is.
And once you have, you’ll have a far easier time generating leads and closing deals.
2. Map Out & Create Your Sales Funnel
Once you know who you’re targeting and why your offer is appealing to those people, it’s time to map out and create your sales funnel.
Don’t miss that first part: “map out”.
It can be tempting to dive right into building your sales funnel without really thinking through the process beforehand.
But doing that will usually make creating your sales funnel take longer and be more confusing.
So map it out — you can even steal from us if you like 😉
In fact, we recommend it.
The main sales funnel that we recommend you use for generating real estate leads like clockwork is the Squeeze Page Funnel…
The Squeeze Page Funnel
This is a dead-simple sales funnel that just consists of two pages… the Squeeze Page and the Thank You Page.
Usually, people will give you their email address because you’re offering something that they want in return… for free.
Here’s what this might look like.
Prospects visit your sales funnel and arrive on a page like this.
Then, because they want the free report, they click “Get Me My List”, which takes them to this page…
They fill that out, get their free list, and you get the contact information for a high-quality lead.
Here’s another example of how this might look…
In order to build this funnel, the only thing you have to figure out is: what would be an irresistible offer for your target market?
Maybe it’s a…
- Free list of tips on how to make the most money possible on your home.
- Free advice on how to sell your house quickly for cash.
- Free guide to buying your first home.
Or it could be as simple as offering to help someone buy or sell their home.
If you’re a real estate investor looking for motivated sellers, then “a fair cash offer” will probably work best.
And if you want to grow your cash buyers list, then something like this would fit the bill.
All of these are variations of the Squeeze Page Funnel… it just depends on who you’re trying to attract and what you want to offer them.
And you can build all of this with ClickFunnels… for free.
3. Drive Traffic & Measure Conversion Rate
Once you’ve finished creating your lead-gen sales funnel, it’s time to drive traffic.
You have lots of options. But perhaps the best two ways to drive traffic to your sales funnel quickly is Facebook Ads and Google Ads.
You might also want to invest time into SEO for your website and social media content, but those tactics will take longer to pay off.
Here’s an example of the kind of Facebook ad you might use to find motivated sellers and drive them to your sales funnel…
Here’s an ad example that targets traditional sellers…
And, finally, an ad example for finding buyers…
As for running Google ads, you can just target search phrases like “Sell my house fast for cash in [YOUR CITY]”, “Find real estate agent in [YOUR CITY]”, or whatever else your target market is already typing into Google.
Those two strategies should get your sales funnel off the ground.
But that’s not where the story ends.
Once you’re driving traffic to your sales funnel… that’s when the real magic happens… that’s when you can track results, run split tests, and determine what works and what doesn’t work.
Fortunately, with ClickFunnels, split testing is as easy as creating variations, clicking a few buttons, and then monitoring results.
We know the importance of split testing first-hand and we pass that ability onto all of our members.
As a real estate agent or investor, elements that you might consider split testing are…
- Your Headline — Your headline is the first thing that people see on your sales funnel. So make it something that appeals to your target market and immediately tells them that they’ve come to the right place.
- Your Offer — The more appealing your offer, the more people who are going to opt-in. So test different offers to determine what resonates with your target market.
- Form Fields — How many required fields should you have on your opt-in form? More fields will usually result in higher quality leads but a lower conversion rate. And less fields will result in more leads, but of a lower average quality. Find the balance by testing for yourself.
ClickFunnels and Your Real Estate Business
Whether you’re a real estate agent or an investor, you can use ClickFunnels to generate leads for your business… like clockwork.
Sales funnels are an extremely powerful digital marketing tool that your competitors probably aren’t using.
By creating a sales funnel, then, you’ll have an unfair advantage.
And you can click below to build your first sales funnel on the house… give it a try and see how it goes!