Content Marketing For Real Estate Agents: Creating A Lead Magnet

how-to-create-better-lead-magnetsWe’ve talked about the importance of building out your email list as a real estate professional. And while there are many strategies to build out your email list, one of the most cost friendly and effective ways to do so is through a lead magnet.


What Is A Lead Magnet?

A lead magnet is exactly what it sounds like; it’s a piece of content developed solely for the purpose of attracting new qualified leads (like a magnet). A lead magnet is used to build out your leads (typically in the form of optins for your email list) in exchange for content that they would find valuable, novel or interesting. Lead magnets come in all shapes and sizes; you could use an Ebook, an infographic, a worksheet or any other content format that might motivate your potential clients to sign up.

So, for example, let’s say you’re targeting potential homebuyers in a neighborhood where you have a number of listings. A great lead magnet might be an Ebook titled “10 Little Known Facts About Buying A Home in X Neighborhood”. This type of content would be extremely valuable to your target audience, which means they’ll be more likely to sign up for your email list and go from cold prospect to warm lead.


Why Do You Need A Lead Magnet?

Lead magnets are fantastic tools for increasing your brand awareness and building credibility with your target audiences. Because you’re developing content with messaging specifically tailored to a certain group of people’s needs, they’re going to be significantly more motivated to sign up for your email list, giving you the opportunity to build a relationship, continue to market to them and ultimately turn them into paying clients.


What Makes A Great Lead Magnet?

When it comes to creating a great lead magnet, it’s important to begin with the end user in mind. Knowing your target audience and what kind of content appeals to them is essential.

When you’re developing your lead magnet, ask yourself the following questions to come up with topics that have a high likelihood of success:

  • “ What problem does my target audience have that I can solve?”
  • “ What topics do my target audience find interesting?”
  • “ How can I present the information my audience is looking for in a new and exciting way?”
  • “ How can I both entertain and educate my target audience?”
  • “ What is currently going on in the market that my target audience needs to know about?”

In addition to developing great content, you’re also going to need to make sure that your lead magnet looks professional and well designed. While your potential clients have already had an introduction to your brand via your website or social media, this is a big chance for your business to make a lasting impression. Work with your graphic design partner to come up with a professional and clean design that matches the material.

You’re also going to want to make sure to continually improve your lead magnet with updated information. For example, if you’re using the “10 Little Known Facts About Buying A Home in X Neighbourhood”, chances are that those facts will change as the market changes as time passes. You don’t want to lose credibility with your potential clients due to out of date information.

If you need more tips and ideas on creating content for your lead magnet, be sure to check out our post Content Marketing For Real Estate Agents: How To Create Killer Content.


About Us

At Rogue Print and Mail, our proven track record of delivering the highest quality graphic design and print services to real estate professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of real estate professionals across Australia.

I sincerely hope you found this information valuable. For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at to arrange an obligation free 10 minute discussion with a member of our expert team.


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