Real Estate Business
In the real estate world, a business’s success relies heavily on generating leads. Without leads, there is no business. Therefore, building a sustainable lead funnel is crucial to the success of a real estate business.

To have a sustainable lead funnel for your real estate business, you need more listings than you need. A listing is somebody who wants to sell their property. With a property to sell, you can make a sale. Traditionally, real estate agents would door-knock, cold call, or drop brochures into people’s mailboxes to find potential sellers. However, times have changed, and better ways exist to generate leads. This article will provide tips on building a sustainable lead funnel that will create more information than you ever need.

Create a Real Estate Website

The first thing you need to do is to create a real estate website. This website should display all your properties for sale, who you are, and your business. Additionally, there should be a contact form that someone wanting to sell their home can fill in to contact you. Ultimately, you want to lead the user to your website so that you can convert them into a listing. Your website will be the center of your lead funnel.

Optimize Your Website for SEO

There are various ways to drive traffic to your website, including the Sustainable Lead Funnel Method. However, this approach requires time and effort. As such, we suggest that you simultaneously optimize your website for search engine optimization (SEO). This involves conducting keyword research to determine what potential customers in your area may search for when looking for a real estate agent or someone to help sell their property. For instance, you may want to target keywords such as “real estate agent” followed by your suburb or town name, as well as “sell my home” and “sell home suburb.” By incorporating these keywords into your website, you can better attract customers in your local area who are seeking your services.

To appear higher in search results, you must produce quality content and create pages focusing on these keywords. For example, you could create a page for real estate in your suburb and try to rank for the title “real estate agent, your suburb.” It’s essential to include the targeted keyword and location in your page titles to improve your search engine ranking.

You should also write between 1200 and 2000 words about selling a home in your area on these pages. By implementing these strategies, you can increase your online visibility and attract potential customers to your website. Once you have created content for your real estate website, optimizing it for search engine optimization (SEO) is crucial. This involves conducting keyword research to ensure that your content targets the specific keywords and phrases that potential customers may use to find you.

After optimizing your content for SEO, you need to focus on creating a backlinking strategy to establish authority for your website. The objective is to make Google recognize your website as an authority in your area of expertise. This can be achieved by having other high-quality websites link back to your website. Developing a small backlinking strategy each month is recommended to gradually build authority.

Tracking and Retargeting with Google Analytics and Facebook Pixel

To track the performance of your website and monitor user behavior, it is essential to install a Google Analytics tracking code on your website. This allows you to create audiences based on users who visit your website. Installing a Facebook pixel tracking code is also recommended to track users across Facebook who has visited your website. Once you have attracted visitors to your website, the goal is to retarget them across other platforms. This involves creating display campaigns on Google and Facebook banner retargeting campaigns to follow potential customers across various websites.

To make your campaigns more effective, it is advisable to use testimonials showing the great results you have achieved in your area. This organic and retargeting strategy will allow potential customers to see your brand everywhere, increasing their likelihood of choosing you for their real estate needs.

Email Campaigns and Facebook Ads

If your website has little to no activity, you should resort to the old-school way of attracting customers. First, create an email campaign and send it to your customer database. The email should contain links to articles on your blog to drive traffic to your website. This will also put them in your retargeting audience.

Another way to drive traffic to your website is to run Facebook ad campaigns for new properties. When you list a new property, run an ad displaying the new property and drive them back to your website. This will lead potential customers to navigate to other pages on your website, trapping them in your retargeting audience.

By driving traffic to your website through email campaigns and Facebook ads, you can create a web of people that will be retargeted until they take action. Once you have a steady flow of visitors, you can start building specific landing pages to drive traffic. These pages should have a clear call to action or an easy-to-fill-out form that captures their details.

Optimizing Your Website: Heat Mapping and Google Analytics

Once you have visitors to your website, optimizing your pages based on their behavior is important. Utilize tools like FreshMarketer’s heat mapping tool to see where people are going when they visit your website. You can also use Google Analytics to see where they’re dropping off and where they’re not going through to optimize the funnel further.


Building a solid real estate lead funnel may seem overwhelming, but once you have it set up, it’s just a matter of maintenance and monitoring. It’s like going to the gym - once you’ve achieved your desired weight, you enter a maintenance phase to stay in shape. Similarly, once your lead funnel is in place, it becomes a streamlined process. This allows you to control your destiny by having a steady stream of leads for your real estate business.

Author BIO:

Stephen Atcheler – Managing Director
Meet Stephen Atcheler, the Managing Director of a Real Estate Virtual Assistant Company. Stephen has been working in the industry since 2013 and has a wealth of experience in doing outsourcing work for real estate businesses. He fell in love with real estate at a young age and has worked in the field since 2005. Stephen's passion for real estate and helping other business owners thrive led him to start his own real estate business in 2012 and, eventually, to establish a real estate virtual assistant company to take it to the next level. Stephen's wealth of experience and knowledge in real estate and outsourcing make him the perfect person to guide you in setting up your virtual assistant team. Feel free to contact him on Facebook, LinkedIn, Twitter, or Instagram.