Using a lead magnet to generate listing opportunities
This is part 1 of a 2-part series. Click here for part 2.
Most potential sellers don't want to telegraph the fact that they are thinking of selling until they are completely ready to interview salespeople. They are worried that if agents find out their intentions, they will be harassed with phone calls and random visits until they go on the market, which could be months away. Frankly, so many homeowners have had this exact experience that we can't blame them for being cautious.
At the same time, it's our job to find those sellers and build a relationship so we are their salesperson of choice when they are ready to sell.
So how do we do this?
How do we get future sellers to put their hand up and say "I'm thinking of selling" when they are often desperate not to do exactly that?
Answer: We use a lead magnet.
Definition: A lead magnet is a marketing term for a free item or service that is given away for the purpose of gathering contact details; for example, lead magnets can be trial subscriptions, samples, white papers, e-newsletters, and free consultations.
In a real estate sense, we can give away information which helps future sellers, in return for their contact details.
The challenge is, for that information to be worth future sellers handing out their contact details, it has to be compelling. In a world where free online valuation sites are readily available, offering a 'free appraisal' just won't cut it.
We need to offer high-quality information that adds value. Something they can't already find for free online.
Here at Agent Monday, we have 2 options you can consider incorporating into your business. Both are battle-tested and proven to work in multiple real estate markets.
In this guide, we'll share option 1 (the preparing for sale checklist), and in part 2, we'll cover the free selling quote (the most powerful lead generator I have ever used).
Option 1: The '41-Step Preparing for Sale Checklist'.
Andrew Duncan
Owners who are 6-12 months out from selling their home will be wondering what they need to do to maximise their sale price and ensure a smooth sale. This is information that isn't easily found online.
Combine this with the fact that the vast majority of people love a checklist. We all want to know what jobs we need to complete to reach our goal.
What's more - even if future sellers already have a fair idea of what they need to do to get ready to sell, they will be enticed by the idea of viewing your checklist so they can ensure they haven't forgotten or missed any key steps!
Most importantly, providing a checklist shows future sellers that you are prepared, you know what you are doing, and it makes you stand out from your competition.
How to use the 41-Step Preparing for Sale Checklist to generate appraisals.
Whatever you do, don't just give it away to people that aren't on your database. Ensure that recipients provide you with their name and email address (and hopefully their property address) before receiving it.
Step 1: Download the checklist from our website and customise it to suit your specific location. Feel free to add or change any steps you can think of!
Step 2: Add your details and get it ready to print!
Or use a tool like ChatGPT / Claude or Canva to do it yourself.
Bottom line - plain is better than nothing. A well-formatted word doc, with your contact details added, printed on your company letterhead is absolutely fine.
Step 3: Decide how future sellers can access the checklist.
Will you have a landing page on your website where sellers fill in a form and submit their contact details? Or will you ask people to text you their info? Using a landing page is ideal, but if you don't have a website or any way to create one, then you can use a simple text message process instead.
Step 4: Write your call to action.
Text message example: "Thinking of selling? For a free copy of our 41-Step Preparing for Sale Checklist, text your name and email address to 027*******."
Landing page example: "Thinking of selling? Visit (insert landing page URL) to order a free copy of our 41-Step Preparing for Sale Checklist."
Step 5: Add the above text to:
- Your email signature
- Your email newsletter
- Your 'thank you for coming to our open home' emails
- Your online property listings (and your portal profiles)
- Your online bio
- Your social media profiles
- Add it to your farming area flyers
- Have a sign offering the checklist at open homes
- Add it to every text you send out using a text signature (scroll down the linked article to read about the free way to do this on iPhone or Android)
- Anywhere else you can think of!
Step 6: Decide on your follow-up process
Once people ask for the checklist, how will you follow up? What you absolutely don't want to do is just send them the checklist and forget about them!
Here is our recommended approach...
- Email the checklist within 24 hours
- Follow up by phone the next day to introduce yourself and check they received the checklist. Ask if they have any questions about the steps.
- Add them to your regular email newsletter (key step).
- Add them to your list of potential sellers and carry it with you at all times.
- Text or email them when a sale occurs near their home.
- Text or phone with a quick market update every 2-4 weeks depending on urgency.
Note: If they are 12 months out from selling, don't call them too much. Mix in text messages or emails which they can respond to at their convenience. When you do call, have a reason (like a recent sale near their home) and be respectful of their time.
Check out these guides for follow-up scripts:
Andrew Duncan
Andrew Duncan
Step 7: Be patient!
Don't expect the leads to come flying in the door the moment you start using this approach. It takes time. Some months you might get no leads, some months you might get 5-6, depending on how well you promote it.
Remember, the key here is that owners in your marketplace will see that you are organised, proactive, and looking to be helpful. Even if future sellers don't download the checklist, you'll likely be higher on their real estate salesperson shortlist regardless.
Download our pre-written Preparing for Sale Checklist
Andrew DuncanBonus tip: Add the checklist to all your pre-listing kits!
When I was actively selling, this checklist was the ultimate pre-listing kit addition. It gave our potential sellers something tangible and useful right at the very start of their moving process and helped us stand out from the competition.
Now your clients can benefit from it, too!
Be sure to check through the list and edit it to suit your business. Feel free to add suggestions of your own.
Check out part-2 of our series on lead magnets, covering the all-powerful free selling quote:
Andrew Duncan
