Lead generation systems and processes for multifamily syndications

By Leena Jethwani, Co-Founder – Marcom18

In the multifamily real estate world, time is money. And lead-generation is the process of finding potential investors for your multifamily syndication business at a faster pace. It’s a critical part of any kind of business, but it can be time-consuming and expensive. That’s where lead-generation systems and processes comes in.

Begin your multifamily real estate investing business by first deciding where you will get your leads from. This is determined by what type of leads you are looking for, so you can acquire them. There can be organic leads, leads by referrals, through PPC (Pay-per-click) or social media or through search engine optimization (SEO).

Referral leads are generated for a multifamily syndication when existing contacts/investors, partners, friends and family recommend it, while organic leads are generated through SEO mainly through Google rankings. Content marketers create high-quality content that surfaces in organic search results for Google. High-quality content gets placed on higher ranked search engines, which attracts more people to visit your site. Another marketing tactics are PPC and paid social media ads.

Why multifamily syndications should have a system for lead-generation and follow-up?

Lead generation is the lynchpin of any real estate investing business. It allows you to determine whether there are buyers for your deals before you spend money investing in advertising and sales. It is also crucial in helping you to find new investors and grow your existing base of investors.

When you automate the process, there are various benefits to it:

• It brings time efficiency
• It brings down the need and cost of traditional marketing
• It decreases your work load
• It lets you have better control as you are able to track processes and respective results

Additional Read: How Multifamily Real Estate Businesses Can Leverage Social Media For Building Their Brand Equity

How to generate leads in real estate as a new business?

Real estate investment businesses mostly generate lists of leads using paid and unpaid means until they have a database of people, that generate referrals consistently. Unpaid means like word-of-mouth publicity may or may not help. Moreover, leads from these means cannot be tracked. Paid means come through traditional and digital marketing.

The much more traditional way to get your business out there and attract potential investors can be to lean on media like billboards and print media. Take time to think outside the box of conventional advertising because a little humor and originality now and again will capture your prospective investor’s attention and help keep your business top of mind when they are looking for their next real estate investment deal. This can, again, be daunting as results cannot be measured unlike digital marketing where analytics can be real handy tool to know what kind of leads are generated, how many are generated and what kind of tactic is bringing them in.

Here are the best digital ways to automate leads and follow up for your real estate business:

SEO (Search Engine Optimization)

The right SEO strategy can provide you with plenty of potential investors. SEO is all about producing space on the first page of search results that has only nine sets. The further down you are, the harder it is to reach your potential customers.

SMM (Social Media Marketing)

There’s no need to cold-call and to other physical venues in this digital age in order to attract attention for your new project. With the vast majority of your audience preferring the digital format, you can use Instagram, Facebook, Twitter and Pinterest as your social media platforms for real estate leads.

Optimized, High-Converting Website

If optimized correctly, it may be the cornerstone for real estate leads that come without much effort. Your website gives you the freedom to create your own public identity the way you like, allowing you to showcase your previous successful investor deals, share customer testimonials, and supply value to your current and potential investors.

Include a section on your website pertaining to addressing investors’ queries and concerns. Plan a video blog on relevant topics, and create and post these videos to aid the investor throughout their experience. Along with optimizing your website, you’ll have a sign-up form for email newsletters to capture the email address.

Leverage YouTube for real estate lead generation

Creating a good YouTube channel isn’t as challenging as creating a complete website, but both are equally vital in drawing traffic and gathering leads. Think of your channel as an online landing page. Your goal is to obtain traffic and drive it to generate leads.

Digital marketing is the new and cutting-edge marketing channel for raising multifamily real estate leads in the marketplace. Many leading real estate firms have switched to digital marketing for this task. Implementing a successful digital marketing strategy requires hard work and determination, since its effectiveness largely depends on implementation of the strategy.

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