5 Great Lead Magnet Ideas for Real Estate Agents

When it comes to online real estate marketing these days, you probably already know that the real power lies in your email list.

You can get attention and expand your reach online across multiple channels, but the true relationships that matter are forged in the inbox of your potential clients.

In order to get into their inboxes though, you need to get them to share their email address first, and that requires offering them something of value.

In my experience, the most simple and effective strategy for getting a targeted audience to stay connected is to offer lead magnets that are so attractive that subscribers are happy to part with their email address.

If you're new to the term "lead magnet", then chances are that you've been seeing these "freebies" every day online for years. They're often advertised on Facebook and other platforms in the form of eye-catching headlines like "Download Our Free Logo Inspiration Toolkit."

What Is A Lead Magnet

In a nutshell, a lead magnet is a free irresistible nugget of content that is offered to a targeted audience in exchange for their contact information. In most cases, marketers request their email address so that they can develop a relationship over a series of lead nurturing messages, which is what I recommend. However, sometimes lead magnets are offered in exchange for other contact information like names, phone numbers, and addresses.

When it comes to generating real estate leads that you can nurture into viable prospects, offering lead magnets is by far the most powerful and scalable strategy I've found, and I'm confident that it will work for you too if you put them to work effectively.

I'd now like to share what I've discovered about what makes a lead magnet work and pass along five types of lead magnets that I've seen perform like crazy in the real estate industry.


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Anatomy of a Great Lead Magnet

Not all lead magnets are created equal. In fact, most of them are launched with great enthusiasm only to fail miserably.

For a lead magnet to work, it needs to have the following three ingredients:

1. A relevant, compelling, and irresistibly fascinating offer
2. Messaging that is so clear it is understood in an instant
3. Top-notch content that delivers exactly what you are promising

With those factors in mind, let's check out five types of lead magnets for real estate that I've found work extremely well.

1. List of Homes in (neighborhood) under $$$

If you are looking to build out a list of subscribers who are actively shopping around for a property, a lead magnet like this offers real value that they are likely to explore. This value proposition makes it likely that they'll open subsequent emails from you when your lead nurturing series comes along.

2. 2018 Real Estate Market Analysis for (neighborhood)

This chestnut is the classic example of a real estate lead magnet, and the chances are that you have seen it around. I'm sure that the reason that it is still so popular is that it's so effective, particularly at attracting signups from both sides of the aisle. Sellers want to stay informed of their property's value, while buyers need an aerial view of values in neighborhoods they are interested in exploring.

3. List of Foreclosed Properties in (neighborhood)

What I like about this lead magnet is that is guaranteed to get the attention of investors that you want on your list for the long haul. The right investors for you are typically interested in staying informed on content like this, and you can set up a perfect followup series designed to nurture just this segment.

4. Your Guide to Selling a Home in 2018

The property owners who sign up for a lead magnet like this are usually pretty far down the funnel when it comes to putting their home on the market. That makes them just the types of people you want on your list, and you'll be able to send them to follow up messages that are right on target if you segment them properly.

5. Your Guide to Buying a Home in 2018

Lead magnets like this one and the one above it are all about one thing: establishing trust. While you are providing value to subscribers who are considering buying a home, you are also establishing yourself as a trusted expert that they can turn to when they are ready to move, particularly if you follow up with them properly.

In Summary

By now, you should have a solid grasp of why lead magnets are so powerful and have a good understanding of what a good lead magnet needs to have in order to be effective. Just remember that a lead magnet is only as good as the promotional campaign that gets it out there and the lead nurturing series that you follow up with.

If you'd like to learn more about our lead generation services for real estate agents, please call us at 831-789-9320 or fill out the form on our Contact Us page.


by Phil Fisk - CEO/Digital Marketing Consultant - Coastline Marketing Group, Inc.


5 Best Lead Magnet Ideas for B2C Service Based Businesses



It is no secret that leads are the heart of any business. It is common knowledge that better lead magnets generate more customers. I have proven methods for business owners seeking to “up their game.” Without quality leads, it is impossible for a business to successfully compete. The good news is that I have the information you need so you never have to worry about leads again.

Before moving forward, I need to know what your customer is searching for and what is driving them to do research and ultimately buy. What type of information does a prospective customer want? What problem is that customer trying to solve? These are the questions you must answer for your customer.

Research is key before moving forward. I know that not everyone automatically knows what their customer wants. Fortunately, I know how to find out. Two proven ways I use to understand what a customer wants is through online surveys and tools similar to BuzzSumo.com that accumulate information from social media about customer likes and dislikes. Once I have the information I need to design a targeted lead magnet, then I am well on my way to creating the best lead magnet to get the best bang for my buck.

While different target customers respond to different lead magnets, a few of my favorite and most successful strategies are listed below. Demographics do play a role in determining which lead magnets works best. A younger customer may prefer videos over guides. Other people prefer a more personal, hands-on approach and like the idea of a free consultation. Customers vary. That is why it is important to use a variety of methods to attract as many leads as possible.

1. eBooks and Guides

One of my all-time favorite ways to capture leads is to offer an eBook to prospective customers. It’s all about value. The book doesn’t need to be long. Considering that there is so much good free information on the internet, I always take extra care to provide a power-packed eBook that has much more usable and specific information than they can find online. One recommended angle to work is to promise a lower cost or a time savings if they use your information. These are two very valuable benefits that everyone is seeking.

2. Infographics

Consumers love easy to read infographics charts and numbers so they can easily understand complicated concepts they need to know. The likelihood of a sentence being read increases with numbers. Pie charts and other graphic pages deliver.

3. How to Videos

The great success of YouTube proves how powerful How-To Videos can be. People all learn differently. Some respond much better to video than the written word. If you accept the fact that you need different tools in your marketing toolbox to attract more people, then I highly recommend you include videos as one of those tools.

4. Free Consultation

There is no substitute for human contact in some cases. Many people value the opportunity to have a discussion. While videos and eBooks have their place as assets in any marketing campaign, consumers like to be able to ask questions. Particularly in coaching scenarios or when selling an expensive product or service, I have noticed that customers increasingly want to talk to someone to get the information they need to make an informed decision.

5. Webinar/Workshop

There is a reason webinars and workshops have been around for a long time. They provide an excellent platform for the give-and-take of a classroom setting where is it easier to learn. A good instructor can make all the difference in how well students comprehend material. The added ability students have to interact with the instructor and their peers makes a webinar or workshop the perfect forum for building trust and getting high-quality leads.


As a seasoned marketer with years of experience, I know how important good lead magnets are for the success of a business. The five mentoned above represent some of the best ways to attract the high-quality leads you need to meet your revenue objectives. If you aren’t receiving a 5 percent opt-in rate or higher, then you need to carefully evaluate the lead magnets you’re using, because they aren’t working as well as they should.

Testing may be necessary to determine why your results aren’t better. Remember to check your headlines first since they can make a significant impact on your results. I recommend that you constantly monitor results and take action anytime you dip below that 5 percent opt-in rate. I know there is no reason to accept marginal results when a simple “fix” can get your lead magnets performing at the expected level.


Phil Fisk - CEO/Digital Marketing Consultant - Coastline Marketing Group, Inc.



How To Turn Your Website Into A Lead Generation Machine



Running a business can be a rewarding experience for many entrepreneurs. However, it can be difficult to build a customer base. The following guide provides simple tips and tricks for turning your website into a lead generating machine.

When utilizing your website to market your business, there are several different ways to improve conversion rates. When a visitor accesses your website, it's important to make sure that every page of the site pushes users towards either purchasing an item, signing up for a service, requesting a quote or even signing up for a mailing list. However, it's important to balance high conversion rates against the accessibility of a website. If you try too hard to generate leads, customers may be turned off by the design of your site. For example, some websites use javascript to create an alert prompt when an individual attempts to browse away from a website. This can be an effective way to increase your conversion rates, but can sometimes be a little annoying for the user.

Obviously techniques like this are on the extreme end of the spectrum, but reasonable lead generation techniques are a great way to increase sales and boost customer mailing lists.

Your Call To Action

When users visit your website, it's important to have a call to action as a button or other visual indicator on the screen. This call to action should provide a simple, seamless way for users to purchase your product or service. The homepage of a website should have a large call to action button, but it's also important to have a smaller call to action on all other pages for a website. A fixed menu bar at the top or bottom of the screen with a call to action is a great way to ensure that website visitors have instant access to your website's shopping cart system.

It's also important to ask customers for as little information as possible during the checkout process. If a checkout form is relatively long, it will increase the odds that a customer will simply give up after a few minutes. For example, some checkout systems will ask users to provide their email address, phone, address, interests, and several other pieces of information that may not be relevant on first contact. These types of inefficiencies can be a hassle for website visitors and can detract from your website.

Give Something of Value

Fortunately, there are a variety of incentives that can help you increase your mailing list numbers. One of the best ways is by offering a lead magnet such as a free product or a coupon to people who sign up for a mailing list. To receive the product or coupon, an individual has to enter their email address in a form provided on your website.

There are a variety of free products you could offer to potential mailing list signups. These include ebooks, instructional videos, access to a free podcast, and more. Since digital goods don't have any costs associated with their distribution, they can be a great incentive for website owners.

Most important of all, it's essential to test your website on a regular basis. Many website design tools, like Wordpress, offer A/B testing. This allows you to serve website visitors different versions of your website.

If you find it too complicated to build an effective landing page using your Wordpress website, you can consider using a third party platform such as Clickfunnels and Leadpages. These platforms make it relatively easy to create landing pages with their template options.

Play it Safe

If you're looking to gain contacts for a mailing list, it's important to make sure that you have a call to action that provides immediate value to the user. Most website visitors won't be willing to provide their email address to a website if they don't get anything in return. In addition, if you send marketing emails to contacts without their permission, your email messages may be marked as spam by the recipients. If this happens, mail servers may begin to reject any emails that come from your domain. In extreme cases, your entire domain may be blacklisted by major email exchanges. This will mean that essentially all outgoing emails from your domain will be blocked.


This is very important - The businesses that are thriving today, are those that have learned to create, build and nurture relationships online.

Generating the leads may be the easy part. What to do with them after you have them is an entirely different story. Make sure you keep in touch with your new contacts. A monthly newsletter can sometimes do the trick. It's not uncommon that a lead you generate today becomes a customer tomorrow. It's also not uncommon that a lead you generate today will become a customer a year from now.

The point is, keep your funnel full. Keep your lead generating machine "always on". In the end, you will position yourself or your business as the leader in your industry.


Phil Fisk - CEO/Digital Marketing Consultant - Coastline Marketing Group, Inc.


How I Increased My Agency's Revenue by Double Digits

This can work for ANY business!

Marketing is done for one reason and one reason only: to increase revenue. Often, people try to say that it isn’t their goal. Their goal is to become more visible or get their features in front of more people. However, these are just stepping stones in order to increase revenue.

If you are like me, you have seen more than your fair share of digital marketing gurus on Facebook and entirely too many websites claiming to have the “secret formula” to making more money.

I’ll save you a lot of time and money. I’ve bought into the claims, signed up for webinars, the free trials, and everything else. The claims are ridiculous and the subscription fees are insanely high. I've spent a lot of money to learn this lesson but I've finally learned it.

In 2017, I was able to increase my agencies revenue by 15%. This is considerable, especially when double digit growth after the first 5 years in business can be very challenging. At the end of 2016, I decided I wasn’t going to waste any more money on the gurus and the secret formulas. I wanted to keep my process simple and focus on engaging with my customers.

Now, I’m going to share my exact marketing strategy, which involved using a lead generation sales funnel. It started at the beginning of 2017 and my revenue increased by 15% over 2016.

These are six components that I followed throughout the year.

1. Send Out the Right Message

Have you ever given any real consideration to the message you are sending people when they get to your website? I heard a podcast by Donald Miller on storybrand.com. It changed the way I look at messaging. Donald pointed out that many businesses make themselves out to be the hero. Essentially, this means that the website talks about all of the great things that the company can do, including their accolades, their family history, and everything else. This means that the website is talking about everything that the website visitors don’t care about.

I didn’t want to be one of these businesses. I wanted to make sure that the message on my website was that I cared about my visitors. Donald Miller talked about clarifying the message and making sure the customer is the hero of the story. There are some great videos on www.storybrand.com to show you how the hero is portrayed.

I took Donald’s advice. I changed the messaging on my site to focus more on the pain points of the average website visitor. As a result, people began to engage with my agency more. They asked more questions, called in because they “liked what we were saying” and began filling out the forms on the website with greater frequency.

2. Create a Website That Converts

Websites are only as effective as you build them to be. Too many business owners have grown complacent in their website expectations. It’s so much more than a pretty place for visitors to learn about your business.

If you spent a lot of money on your website, you need it to be more than just a pretty URL. If it’s just sitting there, looking pretty, you got ripped off! Your website should be your 24/7 salesperson. Website visitors should be encouraged to take action. Leads and calls should be coming in every day from your website.

I’m just as guilty of making the same mistake as everyone else: we don’t tell website visitors what to do. If a website visitor has no idea what to do on your website within five seconds of arriving, they won’t take any action at all. This means that you have a decision to make: what do you want them to do?

The moment that a website visitor arrives on your site, you need to make it clear as to what they should do. A call to action should be located in several places on your website. Register, sign up for a webinar, schedule an appointment, request a quote…the options are entirely yours based on what you have going on.

In 2016, I had a single button at the top of my website that said “Request Quote.” In 2017, I changed it to “Request a Proposal” and placed it in several areas around my website. Suddenly, I was receiving 3 to 5 leads per week in comparison to 1 to 2 leads per month the prior year.


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3. Use a Call Back Feature

Leads are often forgotten. Business owners get so busy with the day-to-day operations that they forget to follow up on the leads. In the middle of 2017, I signed up for a service known as Callpage. A “call back” widget sits as a button on my website, in fact you may see that phone button in the bottom right of your screen now. Website visitors enter their phone number and click on the button. They then receive a phone call from my company within 28 seconds.

Why use a callback feature instead of asking people to call? I don’t know why it works, but it does. I think it has a lot to do with people wanting the company to call them instead of the other way around. The monthly subscription is currently at $59 per month and for me, it is money well spent. I have found that more people will use the simple widget as opposed to picking up their phone and calling me.

4. Use Automated Emails

It’s important to communicate with your customers via email. It is what allows you to maintain constant communication with customers so that you can achieve their repeat business. If you don’t maintain contact, customers could easily stray towards the competition. Sending out email blasts is easier than ever when you create automated emails. MailChimp, for me, is great because it’s free up to 1,000 subscribers.

There are full templates to make it easy to drag and drop photos and text boxes. You can then type in a message, enter a promotion, and send it out to everyone at once. The templates also allow you to keep a consistent look from month-to-month. Perhaps the best part is that I can see how many people opened the email and clicked on the various links inside of the email for the month.

I also take advantage of the automation

The forms on my website are tied to MailChimp. If someone fills out a form, their contact information goes to my subscriber list. Depending on what they specifically sign up for, MailChimp will send them out an email thanking them and providing some additional information. This is a great opportunity for me to explain more about my agency and how we can help them grow their business. It maintains engagement, which is exactly what I need.

5. Focus on Search Engine Optimization

SEO or search engine optimization is what helps get the higher ranking in the search engine result pages. You want to be on the first page so that you will gain more traffic to your website. For my agency, we have approximately 75% of our traffic as organic. It comes directly from the search engines. We have focused on SEO over the years and it has paid off well for us.

Search engine optimization is ongoing. Competition is fierce for the top position and algorithms are always changing. This means that we need to constantly work on our keyword density, keyword research, and placing backlinks.

Our competition is constantly trying to outrank coastline marketing in the search engines, which means that we can never stop with our own search engine optimization tactics.

moz.com beginners guide

If you’re in a competitive industry, I guarantee your competition is utilizing SEO campaigns. Moz.com is a great website to check out so that you can learn about implementing your own SEO. If you don’t have 20 hours a week to commit to doing your own SEO, explore our own SEO services page to see if we can help.

6. Utilize Reputation Management

Reputation management is simple: would you choose to work with the business that has a two-star rating or a five-star rating? Those stars are a sales tactic for you. They’re extremely valuable and yet many small businesses neglect them on a regular basis.

As a business owner, I have learned that it’s imperative to take a proactive approach when it comes to getting more reviews. Especially in a B2B business, it’s hard, but not impossible. Over the years, I have probably asked 300 clients to leave a review and have just finally achieved 48 reviews online. It’s not as many as I would like, but if I never asked, I would probably have much less.

Customers have expectations. When you meet those expectations, you simply avoid getting a bad review. If you approach this a little differently, you could over-deliver on expectations. The outcome is a truly satisfied customer who would be more likely to give you a five-star rating. When you over-deliver, you also shouldn’t be shy about asking for reviews.

I take advantage of a reputation management platform, too, which allows me to monitor everything being said about my agency on the Internet. This includes social media, reviews, and articles. It makes it easier for our agency to maintain a strong, positive online reputation. The major search engines use reputation in their algorithms to determine ranking on the result pages, so it’s going to help you in other ways, too.


These six components have worked very well for me and I don’t intend on changing them up anytime soon. It is all designed to provide a more positive user experience. I want to help website visitors understand what they need to do and I want to make sure that I’m interacting with them appropriately. There are some incredible tools available that have made it easier to get the job done, too.

If you are interested in having a system put together for your business, please schedule a free consultation with me here. Our agency can tailor a system to work specifically for your industry and your business. By the end of the year, you could be experiencing two-digit growth numbers over the prior year just like I was able to achieve.

Happy Marketing!

digital-marketing-consultant-salinas-montereyPhil Fisk
CEO/Digital Marketing Consultant