One of the reasons most agents struggle so much in the real estate industry is the lack of marketing skills. To be successful you must make it your duty to learn as much as you can about real estate marketing. Getting real estate listings can be hard if you don’t have the right formula to follow. Just handing out a few business cards here and there will not do it. If you want to stay full time in this and have a chance to make millions in this industry, then you just stumble upon a gold mine for real estate agents.

Digital marketing agencies are good at content marketing, right? Well, yes – apart from when it comes to marketing themselves. We know that content marketing generates approximately 3 times as many leads as traditional outbound marketing, but costs about 62% less. This explains why many businesses increase their content marketing budget every year. However, many digital marketing agencies are still struggling to figure out how to leverage content marketing for lead generation. And rather than crack the code, they focus on other channels. According to the 2018 State of the Digital Marketing Agency report by Wordstream, most agencies depend on referrals and upsells to acquire new clients, while only 11% are really leveraging content marketing.

A big part of inbound marketing is converting visitors into subscribers or leads. I decided to put together a pretty comprehensive guide on how I look at email capture when auditing or building a strategy, using a framework from journalism: the 5 W's (who, what, when, where, why - and how). It covers everything from deciding who you're targeting and with what offer, all the way to how you collect the information (what type of form or lead capture) and how to optimize/improve your approach when you get some data rolling in.