Builders, developers, and real estate companies rely on a steady stream of leads to keep their communities thriving. In today’s highly competitive market, generating and nurturing leads has become an increasingly complex process. As a result, many real estate companies are putting a much bigger emphasis on lead intelligence as a way to gain an edge over their competitors.
Lead intelligence involves gathering and analyzing data about potential customers to better understand their needs, preferences, and behavior. This critical knowledge can then be used to inform everything from branding and messaging to marketing strategies and sales tactics. In the world of lifestyle community marketing, the more you know about the profile of your prospects, the more likely you are to understand if they’re a good fit for your community.
In this article, we’ll break down a few of the key reasons why lead intelligence is so important for real estate companies.
Identifying and targeting the right prospects
With so many potential leads out there, it can be challenging to know where to focus your efforts. Lead intelligence can help you to identify and target the right prospects for your business. By gathering data on things like age, income, location, and interests, you can hone your sales messaging and follow-ups as well as create targeted marketing campaigns that are more likely to convert. This can save you time and money, and increase your chances of closing more deals.
In the case of lifestyle community homebuyers, PCR research shows that the majority of buyers will pay cash for their next home (58%), plan to relocate to a new state (70%), and heavily favor health and wellness amenities (walking trails, fitness centers, swimming pools, etc.). This sort of lead intelligence can be huge…
Personalizing your marketing messages
Once you’re armed with key details about your prospective homebuyers, lead intelligence can help you create personalized messaging that’s far more likely to resonate. Maybe you have a strong segment of boomer leads looking to downsize as they prepare for retirement. Perhaps a large portion of prospects say they want to relocate to a warmer climate. You may even have knowledge of their buying timeline and budget.
Using lead intelligence from reliable industry research, active adult communities like PCR client Amblebrook Gettysburg have revamped not only their marketing and branding efforts, but also their onsite lifestyle programming and event planning.
By leveraging and emphasizing the amenities, activities, and lifestyle preferred by their ideal buyers, they have created content and messages that address specific needs and pain points. Community atmosphere, social camaraderie, and and healthy and fulfilling lifestyle are cornerstones of Amblebrook’s sales and marketing efforts. Why? Because the data and intelligence they’ve gathered tells them this is what their target consumer is looking for.
Nurturing leads through the sales funnel
Not all leads are ready to buy right away. Many will require some nurturing before they are ready to make a purchase. This is especially true for age-targeted active adult homebuyers, whose average sales cycle is around 18 months. In fact, recent PCR research shows that over 70% of prospects looking for a home in a lifestyle community have a purchase timeline of between 1-2 years. Lead intelligence can help you to understand where your leads are in the buying process and create targeted content and messages to move them further down the sales funnel.
When leads move down the sales funnel and your team has detailed data on who they are, what they’re looking for, and what their purchase timeline is, it becomes much easier to build trust and prove your value.
Communicating effectively with leads
Sure, effective communication has a lot to do with what you’re saying to your prospects. But it’s also about where you’re communicating with them. By studying and analyzing their preferences and behaviors, you can take your lead intelligence to the next level by being there for buyers when and where they’re looking. The overwhelming majority of PCR users, for instance, start their search online (92%) and many of them prefer to receive regular information and updates via email newsletters. Couple this with data that shows a large segment of your leads began by looking for golf communities with expansive fitness centers in the desert southwest and you can tailor your messages while simultaneously using the right channels to reach them.
Staying ahead of the competition
Ultimately, lead intelligence can help real estate companies stay ahead of the competition. By analyzing market trends and customer behavior, you can identify opportunities and make more informed decisions.
In the case of PCR users who come searching for a lifestyle, knowing the states and regions they are relocating to as well as the preferred amenities they seek in prospective communities allows you to target the right prospect to close deals faster. This can help you to differentiate your community from your competitors and attract not just more leads—but better leads.
For more insights and inside scoop on current market trends and digital marketing best practices related to active adult communities, check out this recent Market Pulse podcast episode from SmartTouch Interactive.
Get Next-Level Lead Intelligence From PCR
PCR understands that lead intelligence is a critical tool for real estate companies looking to generate more leads and close more deals. Each year, more than 1 million engaged buyers use PCR to find their dream home in their ideal community. So when you partner with us, leads for your community sales team are given.
But it’s not just the quality of those leads that sets us apart…it’s how we deliver them to you.
PCR specializes in next-level lead capture and tracking. Not only will you see every lead in real-time via email, we’ll also work with your CRM to ensure prospects are automatically fed right into your sales pipeline!
The best part? PCR includes insightful reports and advanced analytics with actionable data and detailed lead intelligence appended to your information requests.
Book a demo today to learn more about how PCR can deliver detailed and proactive leads for your real estate business.
