How to Generate Leads in the Slow Homebuying Season

That time period between Thanksgiving and Christmas can be slow for selling homes and making loans, but it’s the perfect time for real estate agents, mortgage brokers, lenders and others in the housing economy to ramp up lead generation.

In fact, the cyclical slowdown in housing likely will affect many in the industry through the end of February with the exception of some of the warmer states.

To be sure, 2015 was a good year for housing, but now isn’t the time to rest on one’s laurels. Originations in 2016 are expected to rise by 10 percent but will be tempered by a more than 30 percent decline in refinances, according to the Mortgage Bankers Association.

In addition, no one really knows yet how a likely rise in interest rates will affect the housing market. Fannie Mae, in its most recent Economic Outlook, said it expects total home sales to continue to rise next year, albeit at about half of 2015’s expected 8 percent increase.

As the pace of sales slows, lenders and real estate brokers should be ready to respond with a smart plan to this new phase of recovery. It will be important to target both the move-up buyer and the first-time buyer to fill the expected gap from real estate investors whose interest in single-family homes is beginning to wane.

The holiday slowdown doesn’t mean you can’t take a vacation, but don’t be in vacation-mode during the whole winter. Use the slow times in the housing cycle wisely to generate leads that will grow your business in the future with new clients and fresh opportunities.

Here are some tips to get your lead generation moving:

1. Use the holidays to reconnect with past clients. Drop off a small gift, send a card, make a short phone call or invite customers to stop into your office for an open house. Encourage your clients to refer you to their friends and family.

2. Network online. Social media is a great way to make a noninvasive connection with your past customers and to generate new ones. Send out individualized, personal messages to former clients. Post news of interest to potential customers, such as housing, mortgage and local community news.

3. Network in person. Find two or three organizations you have a passion for and become involved. Consider joining a school booster group, a nonprofit, and a service organization. These are places where, over the course of time, you’ll get to know many people of different walks of life. These connections over time may become customers, referrals—even friends.

4. Pay for lead generation. Consider a subscription to a third-party real estate-based lead generator or tap your company’s resources, if they offer lead generation.

5. Optimize your website. Or redo your website. Consider hiring a professional well-versed in SEO.

6. Consider various marketing methods. Make sure to set a budget. Perhaps it’s been awhile since you’ve used direct mail. Maybe you’ve never tried pay-per-click advertising. Research your options and then choose the one or two that you think will work best for you.

7. Ask for advice. Talk to lenders, brokers, and agents and others in the housing industry. Learn what has worked for them in generating leads.

8. Write a blog or send out a monthly newsletter.

9. Once you generate contacts, make sure you manage them with an efficient and effective CRM.

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