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Lead generation strategies can also help new agents level the playing field. Lead generation involves building an awareness of your company among potential clients. Then, it drives those potential clients to engage with your business directly. Lead generation can be broadly applicable, casting a wide net to reach as many prospective clients as possible. It can also be more targeted, down to the individual prospect an agent wants to work with.

Being creative and intentional with lead generation can expand your reach and awareness among real estate buyers and sellers alike. It can disrupt markets that take lead generation for granted. Not all lead generation strategies and tactics are created equal. They include a mix of traditional and modern approaches and range from specific practices to new or innovative platforms. These tactics enable real estate agents to reach their target audiences. There is a wide range of advertising options available to real estate agents.

The vast majority of buyers use online resources when house hunting. Social media messaging and advertising have taken the real estate marketing world by storm. Facebook still has the most extensive user base and potential audience for advertisers of any available platform. The social media platform has a broad and deep pool of potential clients and leads that real estate agents can convert into clients.

However, these ad campaigns should be very targeted and closely monitored. Facebook offers some advertising tools specific to real estate agents. Specifically, the platform provides Real Estate Ads, which use retargeting to provide realty-tailored ad content to prospective clients. This method of retargeting allows real estate agents to focus their ad spend on prospects that have already indicated they are in the market.

However, the advertising landscape for real estate agents on Facebook has changed since fair housing regulations took effect. These regulations, which are intended to prevent discrimination, prevent real estate agents from targeting ads based on zip code, age, or gender. They also limit the other categories that real estate agents can use to target users. From there, real estate agents can select the ad types that work best for them. These ads may not directly generate leads the same way that lead ads can.

LinkedIn can be a great place to use paid ads to target either buyers and sellers in professional business roles. LinkedIn users who are on the platform are primed to receive and process financial information, such as real estate pitches. Real estate agents can target LinkedIn users based on profile information. These traits are much more focused on professional information, such as job title or industry, instead of personal information.

When looking to buy, or sell, a home, many people start their journey with Google search. Real estate agents should approach targeted ads on Google differently than they would social media advertising. Real estate agents should make sure to pay only for the most relevant and valuable leads possible.

To do that, they should target their ad dollars on specific keywords that their prospects are likely to click on. There are benefits and drawbacks to advertising on Google directly. On the one hand, the ability to target specific keywords allows real estate agents to serve ads based on specific search activities. This can be a much clearer signal of an intent to buy or sell than what can be inferred from personal information on social media sites.

On the other hand, Google ads are far from free. The cost per click varies by the competitiveness of a keyword or search term. Ads can be especially expensive in hyper-competitive industries like real estate. It can also take some time upfront to learn the Google Ads tool and adequately set up campaigns that will deliver results, including focusing ads on the right search terms that prospective clients are most likely to be using.

Many options help real estate agents organically generate leads. For those with the budget, buying those leads can be a simpler and more straightforward tactic. There are two broad ways to find sources of leads to buy— those that offer a broad range of possible leads, and those that target specific demographics.

There are many broadly-applicable platforms that real estate agents can buy leads from. Some real estate platforms, like Zillow, integrate lead generation with advertising for a more streamlined agent experience from start to finish.

Others focus on just providing the lead information itself. Some sites also specialize in certain demographics. They may target specific geographic areas, such as large metros. Some sites even offer segmentation based on demographics who are the most likely to be buying or selling real estate, such as divorce real estate.

Not all leads are created equal. When comparing options for buying leads, there are several factors agents should be aware of. How complete is the information about the leads themselves that the vendor provides? These factors will help real estate agents determine how actionable the leads from a given vendor are.

Unlike other industries, direct mail as a real estate lead gen strategy has been resilient. The nature of the industry makes it much easier to access addresses and locations and focus mailing activities based on geography.

Doing so lets real estate agents cast a wide net across their territory during generic outreach or awareness campaigns. For areas with limited internet access or a less technologically-inclined population, direct mail remains a robust tool for real estate agents. Direct mail can also be used to target prospects who have already engaged with the agent. This is especially true if the interaction was physical instead of virtual, such as attending an open house. These agents are installed on machines that Smart Tools manages for example, as in a blueprint deployment or monitors for example, for running health checks on or scaling XenApp and XenDesktop Sites.

The Smart Tools Agent is a lightweight software package that coordinates software deployment, collects metrics, and transmits logs. The agent has two functions: When installed on machines provisioned using a blueprint, the agent enables Smart Tools to monitor each server, auto-scale servers, and provide redundancy and failover. When installed on a machine designated as a connector, the agent acts as a point of contact between Smart Tools and the machines in a firewalled resource location.

You can have Smart Tools install the agent on new servers in your resource location or you can install the agent manually on existing servers you want Smart Tools to manage.

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