Leads generation has always been every business’ dream, but it takes more than generating leads to nurturing repeat customers,well Homelight have tried a blueprint that has proven to be effective, You don’t believe me, here all that you need to know to also have the same results.
Ready to unveil a lead generation strategy that’s making waves in the real estate industry. If you’re in the business of capturing leads and want to model after a billion-dollar company, you’re in the right place. Today, we’re diving deep into HomeLight’s funnel hacking tactics that have turned them into a real estate tech giant. Get ready to learn, apply, and watch your lead gen game soar!
What Makes HomeLight Tick?
HomeLight is a real estate tech company known for its online platform that connects buyers and sellers with real estate agents, offering quick cash offers to buy homes. Valued at over $1.6 billion as of 2021, HomeLight has clearly cracked the code on generating home seller leads. Let’s break down their blueprint and see what we can learn.
The Power of Paid and Organic Traffic
When you search for “what’s my home worth” on Google, HomeLight is right at the top of the paid search listings. This phrase alone garners over 4.4 thousand searches per month! HomeLight also ranks organically for numerous keywords like home value estimator, real estate home value, and house estimator. Their dominance in both paid and organic traffic funnels a steady stream of potential leads into their system.
An Irresistible Offer
HomeLight’s landing page is a masterclass in making an offer that’s hard to refuse. They lead with value, asking visitors if they’d like to find out what their home is worth. This is their irresistible offer. They promise a real-world Home Value Estimate in less than 2 minutes, a proposition too good for any homeowner to ignore. If you’re thinking about selling, this information is golden.
Real-Time Social Proof
As visitors engage with the HomeLight landing page, they see real-time social proof. Notifications pop up showing others completing the form. This subtle nudge reinforces the credibility of the service and leverages the psychological principle of social proof to encourage more sign-ups.
Diving Deeper into the Funnel
Let’s explore the journey of a lead through HomeLight’s funnel. It starts with a well-crafted ad that asks, “Want to see the value of your home? Enter your address now.” This call-to-action is direct and compelling, making it easy for potential leads to click through.
Step 1: Address Verification
Upon entering an address, the first step is verification, ensuring accuracy. This not only enhances user experience but also filters out incorrect or bogus entries.
Step 2: Qualification Questions
HomeLight then asks a series of qualification questions. For instance, “Are you thinking of selling your home?” Depending on the response, their follow-up strategy adjusts. Answering “ASAP” triggers immediate follow-up, while “12+ months” shifts the lead into a nurturing sequence.
Step 3: Home Condition
Next, they ask about the home’s condition. This is crucial for the valuation process and further qualification of the lead.
Step 4: Agent Status
They also inquire if the user is currently working with an agent. Given HomeLight’s role as a connector in the real estate ecosystem, this question helps them understand how to best serve the lead and which partners to involve.
Step 5: Creating an Account
Before providing the valuation, HomeLight asks for the creation of a free account. This step captures essential contact details while reinforcing the value exchange — the lead gets valuable home valuation information in return.
Effective Follow-Up Game
Immediately after the form submission, HomeLight’s follow-up game kicks in. Here’s what they do brilliantly:
- Immediate Email Follow-Up: The lead receives a welcome email outlining the next steps. This immediate follow-up sets the stage for ongoing communication and builds trust.
- Persistent Text Messaging: HomeLight sends multiple personalized text messages on the same day. While it might seem aggressive, this strategy ensures the lead stays engaged. Personalized texts from a named representative add a human touch to the automation.
The Blueprint for Success
So, what can we learn from HomeLight’s approach? Here are key takeaways to apply in your lead generation strategy:
1. Lead with Value
Make an irresistible offer that addresses a pressing need. In HomeLight’s case, it’s the quick home valuation.
2. Utilize Social Proof
Show potential leads that others are engaging with your service. Real-time social proof can be a powerful motivator.
3. Qualify Leads Early
Use qualification questions to segment and tailor your follow-up approach. This ensures that leads are handled appropriately based on their readiness to act.
4. Immediate and Persistent Follow-Up
Don’t let leads go cold. Immediate email and text follow-ups keep the conversation going and increase the chances of conversion.
Applying This Blueprint to Other Industries
While HomeLight’s strategy is tailored for real estate, these principles can be applied to virtually any industry. Here’s how:
- Identify an Irresistible Offer: Whether you’re in e-commerce, consulting, or SaaS, find what your audience craves and lead with that.
- Capture and Qualify: Use forms and qualification questions to understand your leads better and segment them for personalized follow-up.
- Leverage Social Proof: Showcase testimonials, user counts, or real-time engagement to build credibility and trust.
- Follow-Up Relentlessly: Develop a robust follow-up sequence that includes multiple touchpoints (email, SMS, phone calls) to keep your leads engaged.
Conclusion
HomeLight’s lead generation and follow-up strategy is a blueprint for success. By leading with value, using social proof, qualifying leads, and following up persistently, they’ve created a funnel that not only captures leads but converts them efficiently. Whether you’re in real estate or another industry, these tactics can help you build a more effective lead generation system.
Remember, the key is to continuously optimize and tailor your approach based on the feedback and behavior of your leads. Happy funnel hacking!
Join the Community
For more insights and to access HomeLight’s exact follow-up emails and text messages, join our community at Get Leads Community. It’s free, and you’ll get access to a treasure trove of resources to boost your lead generation efforts.
