If you're a real estate professional who’s been in the industry for a few years, you probably remember the trend of using your own home valuation landing page to generate seller leads. Basically, your own version of a “Zestimate.” While the method was effective in the beginning, it became a tad worn out over time.

But everything comes full circle — what goes around comes around, so to speak. Once again. Home valuation ad campaigns are crushing as a means to generate listing leads.

With the current (and fluctuating) state of the housing market, many homeowners are questioning the value of their homes, so they're turning to Google and searching for answers. Herein lies a unique opportunity to capture seller leads by creating home valuation landing pages and running ads to drive traffic to those pages.

FOLLOW THESE STEPS TO GENERATE HOME VALUATION SELLER LEADS:

Set-up or Selerct a Home Valuation Lead Generation Service: You can either set up your own landing page using whatever your website provider offers (e.g. Ylopo, BoomTown, Chime, Real Geeks, Real Estate Web Masters, et al.) or choose a specialized service to host and publish a customized home valuation landing page, such as Home Value Leads, Prime Seller Leads, or other similar services.
Customize Your Landing Page: Once you’ve chosen a service provider, customize your landing page to ensure it reflects your branding and messaging. For instance, make sure the landing page is mobile-responsive and visually appealing, with a clear and concise headline that aligns with the offer—i.e. prospective sellers looking for a home valuation.

What’s more, make sure the page is “beefy” in that you’ve added-in relevant and informative content: e.g. text, videos, images, keywords, and more. Finally, make sure to include a compelling call-to-action (CTA) that encourages visitors to fully submit their information.
Drive Traffic to Your Landing Page: Use a mix of online and offline marketing channels to reach potential leads. For example, you can run targeted ads on social media platforms like Facebook and Instagram, create Google Ads campaigns with relevant keywords and ad copy, or even use QR-coded direct mail campaigns to targeted neighborhoods. Once again, ensure that your ad campaigns have a clear and compelling message that resonates with your target audience and drives them to your landing page.
Follow-Up with the Seller Leads: Once a lead has submitted their information on your landing page, it's essential to follow up with them in a timely manner. Ideally, you should call, text, video-message, and/or email as quickly as possible to capitalize on the recency of their form completion, and thus, work to build a relationship by answering whatever questions they may have. Use a CRM system (e.g. Follow Up Boss, et al.) to organize and track your leads, and set reminders to follow up with them at regular intervals.
Book Listing Appointments: The ultimate goal of generating home valuation leads is to book pre-listing or listing appointments. Be both persistent and patient with your leads, and try to build a relationship based on trust and value. Perhaps consider offering some additional resources, such as free home seller guides, market reports, or personalized consultations to further nurture your leads and increase your chances of conversion.

And by the way… The best part about these campaigns right now is that the leads generated through these ads have an unusually high rate of conversion. What I’m saying is that agents and teams have been very effective at getting appointments and actually taking listings because of them. So not only are you generating leads at a low cost per lead, but you're also getting high-quality leads that are more likely to convert.

Home valuation ads may be an "oldie," but they are certainly a "goodie" in today's market. If you want to grow your business and stay ahead of the curve, it's important to adapt to changing market conditions and utilize new (and/or “renewed”) methods of lead generation.