How to Generate Real Estate Leads Through Quizzes

This post is at its best as a podcast!
Listen on Apple Podcasts | Spotify | Stitcher | Google

Our love for quizzes often begins at a young age. Remember completing them in magazines or creating your own to find out who'd you marry? 

Now, we're often sucked into Buzzfeed-style quizzes to determine which TV show characters were most alike and other silly topics meant solely to entertain. But what if you could take the irresistibility of a quiz and use it for lead generation? I've been doing just that with my marketing and what to share how you can create relevant quizzes to attract more buyers & sellers for your own real estate business.

I'm a sucker for a good quiz. I see them tempting me on social and can't help but click to find out my results. Often, the quizzes you see online are just for fun, like which Friends character are you most like. However, quizzes have the incredible power to be a significant lead generator in your real estate business. And the types of quizzes I'm talking about aren't just for fun.

Strategic quizzes can help you engage customers with real estate topics that matter. When was the last time you thought of lead gen as fun? So, whether you're somebody who struggles with lead gen or is looking for a creative idea, this episode and blog are for you! (Before we begin, don’t miss my free “Masterclass: How to Generate Seller Leads with Interactive Quizzes” that accompanies this post!)

What is a Lead Generation Quiz?

A lead gen quiz is a quiz you create with the sole purpose of attracting your ideal customer and converting them to a lead. 

Quizzes are created using different platforms (I'll cover my favorite later in the post) and designed to engage people online. The lead generation part comes in because people have to provide their email & contact info to see their results.

A quiz might sound like an abstract idea, so let's look at a real-life example. When you land on my site, site IdeasForRealEstate.com, after ten seconds, you'll see a pop-up for my branding quiz.

Example of a lead generating quiz

A happy shade of teal and yellow, the quiz says "What's Your Branding Style" at the top. I know that many real estate agents are looking for help with their personal branding, and don't know where to start. So, the quiz prompts them to find out if their branding style is luxurious, modern, classic, organic, coastal, or feminine. And then it says, "Focused on your branding as a real estate agent? Take this short quiz and uncover your style for branding & marketing." Notice here that the quiz is very clear on who it's for, real estate agents, and what they can expect to find out after they complete the quiz, their branding style. If you'd like to look at the quiz, head to https://ideasforrealestate.com/branding-quiz. 

Once they start the quiz, they'll answer seven questions, and each question has six options to choose from. So, the first question asks them to select a photo of a home that best represents their agent branding. As they work their way through the quiz, for each option they choose, that choice will impact their results. For my quiz, at the end of the seven questions, the software will provide them with their results. However, before they can find out their agent branding style, they have to provide their email address. 

It's a fun way to get engagement with my audience while building my email list. 

Not to mention, it's an interactive stepping point on the journey to defining your agent branding. While I put a lot of thought into my quiz questions and results, a quiz alone isn't enough to develop your agent branding. So, once you find out your results, I provide you with even more resources to help you refine your unique branding. As a bonus, I also find that people who take the quiz download my branding worksheet and keep exploring my site. From there, we're able to connect and start forming relationships, and all of that is possible thanks to my branding style quiz!

The question now is, should you take the time to create a real estate quiz to generate leads?

Why Make a Quiz to Generate Leads?

I firmly believe that quizzes are a creative idea to generate leads for your real estate business! 

How many real estate agents do you know who are advertising "request a free CMA" to generate seller leads? While requesting a CMA (comparative market analysis) is a popular strategy, it's not nearly as effective as years ago. People who don't have a relationship with you, cold leads, are even less likely to request a CMA from you. However, quizzes are a no-pressure form of lead capture, and the average person probably hasn't seen many (if any!) used in real estate. So, they're more likely to get people's attention, and they convert better! 

Conversion Rates 

If you analyze what your ideal buyer or seller would find valuable, they'll want to see their quiz results. In fact, a good capture rate is about 50% on a quiz. So, if ten people take a well-planned quiz, we'd expect five of those people to become leads. 

Now, for traditional landing pages and lead capture methods, we see much lower rates for conversion. I often tell people to shoot for around a 20% conversion rate for landing pages. So, if you have a page on your site to download your "home sellers guide," I'd say you're doing good if 20% of the people who viewed your lead capture become a lead. For my quiz, almost 70% of the agents who take it provide an email address! 

Conversion rates matter because it means more real estate leads for you and at a lower cost. If you're doing any paid ad spend, such as paid ads on Facebook or Google, then the higher your conversion rate, the lower your cost is per lead. However' the beauty of a quiz is that you don't need to pay to promote it.

Free Real Estate Leads 

You can use a quiz in many creative ways that don't cost any money to you!

First, you can share your quiz on social media to engage the people you already know, your sphere, or even attract those you don't. One creative way would be to add your quiz link to your Instagram Bio and use it as your call-to-action. I always recommend that REALTORS have a call-to-action in their social media bios. However, many agents don't have a solid lead capture to include. 

A quiz is an easy, engaging way to add calls-to-acton to all of your marketing. For example, you could say "take my quick quiz" at the end of a video, in your email signatures, or even email it directly to your database as part of email marketing. There are many ways to promote your quiz, for free, that will generate leads.

You Don't Need to Be Techy 

The best part of quizzes? You don't need a fancy real estate website or need to learn how to create a landing page for your quiz. Instead, you can use the quiz link that comes with your quiz and skip all the tech headaches! There is quiz lead generation software that you can use that makes creating your quiz a breeze. I recommend Interact, a quiz software company, that makes generating leads a breeze.

Quiz Software for Lead Generation

Interact is the tech that I use to create quizzes, and I have had a wonderful experience using it. 

The quizzes are easy to set up and connect to my CRM. That way, when someone takes my quiz, they are automatically added to my database. It's crucial to have automations in place so that when you're out-and-about, behind the scenes, your marketing is working for you. 

Then, you can take time to engage with people personally. Try Interact for free using my link or visit IdeasForRealEstate.com/Quiz. 

Quiz Ideas for Seller & Buyer Leads 

To be successful with this lead generation strategy, you need to know your potential audience and what they would find value in. That's why it's so important to take time to figure out who you are targeting with your real estate marketing. We want to pinpoint what they are already curious about or struggling with, so we can create a quiz they'll find irresistible.

Let's focus on generating buyer leads to start. We know how hot of a market it is right now and how challenging it is for buyers. You can create quizzes that address today's market or quizzes that set you up for people buying in the future. 

Keep in mind, just like any other lead generation strategy, there is a natural sales timeline. Some people are at the beginning of their real estate journey, at the top of the funnel, while others are ready to make a real estate decision.

Think about where your quiz falls into their real estate journey. For example, a quiz titled "Is buying a home right for you?" would be at the top of the sales funnel. People who take a quiz like that are still considering buying a home. However, "Where's the best neighborhood for you to buy a home in Orlando?" would be for people already interested in buying but still looking for the right location (that quiz would work great for those relocating as well!). Here are some more creative ideas:

Buyer Lead Gen Quiz Ideas 

• Topic: Should you buy a home in 2021 (or insert year)?

  • Tips: With the crazy market we're in today, many might have reservations about buying and competing. Your quiz could ask detailed questions to figure out the buyer's motivation. Another benefit is that quizzes can be used for education in the results section. So, for this quiz topic, you can talk about while competition is high, interest rates are low. In the results section, go on to explain what low-interest rates mean for payments.

• Topic: Can you buy a home?

  • Tips: Many don't know that they can purchase a home and are unsure where to find out. And keep in mind, you don't have to give yes or no answers with your quiz results. While you can ask pre-qualifying questions, your results can always encourage them to speak with you to learn more. We don't want to give out false information or provide results that should be coming from a lender. However, this is a great topic to get the conversation started and help you sort through your leads.

• Topic: How savvy of a homebuyer are you?

  • Tips: This is a fun one to ask basic home buying questions such as "how much money do you need to put down?" While you might get some people who aren't actively interested in buying right now, this quiz could be a significant opportunity for you to provide education and continue to nurture the relationship through email marketing.

Seller Lead Gen Quiz Ideas 

• Topic: Should you sell your home in 2021 (or insert year)?

  • Tips: This is the question that is at the top of everyone's minds right now! In your quiz, you can ask questions as direct as "how motivated are you to sell?" and find out even more about your potential lead. This is the exact quiz that I show you how to set up in my masterclass! Attend the free training to learn exactly: how I set up this quiz, the questions to ask, how to use the tech, how to get engagement, and how to promote to get the most leads possible. Click here to attend the masterclass, "How to Generate Seller Leads with Interactive Quizzes."

• Topic: Should you work with a REALTOR to sell your home?

  • Tips: I love this one! You could ask them questions about how they plan to market the home and how they'll establish pricing. The goal is to further establish your value as a real estate agent by the end of the quiz. You can always give results such as, "You're a knowledgable seller who has a plan in place. However, it's best to work with a local agent...." And then you explain why in the results.

• Topic: How savvy of a home seller are you?

  • Tips: Everyone wants to know how good they are at something. Find out if someone is a potential seller by engaging them with questions such as "which upgrades have the greatest ROI for your home?"

• Want more ideas for seller lead generation ideas? Don't miss my episode with 7 social media posts to attract sellers.

How to Create Your Quiz 

Now, that you have some creative ideas for quizzes, how do you create one?

It's best if you work in reverse. Start by thinking of what your quiz results will be. For my initial example, my branding style quiz, I have six possible results. Your branding style result is luxurious, modern, classic, organic, coastal, or feminine, depending on how you answer the quiz questions. So, for each question in the quiz, the selection you make aligns with the results. At the end of the lead gen quiz, the tech automatically adds up your results behind the scenes. 

To help you with the process, I've created an entire training video on how to create a quiz to generate real estate leads. 

In my masterclass, I go over not just how to work the software and set-up the quiz, but more importantly, I walk you through each question. I explain exactly how you should word your quiz, which photos to use (which I provide), what information you can copy and paste for the results, and how to promote the quiz to generate more leads. 

Creating a quiz can be time-consuming if you're starting entirely from scratch. So get right to generating leads by following along to my free training. To watch, visit IdeasForRealEstate.com/Quiz and easily copy my innovative strategy for generating leads! 

Now, once you have your quiz, the key to generating leads is to promote it!

Promoting Your Quiz to Generate Leads 

As with anything in marketing, you have to be consistently proactive to see results! 

Start by sharing your quiz on your social media accounts, and put thought into your caption. Simply sharing the link isn't as attractive to potential leads as you taking the time to explain why somebody should take it. 

For example, if you created the quiz "Should you buy a home in 2021?" your caption might say - "Yes, the real estate market is crazy right now! Yet, interest rates are historically low, and buying a home could be a great decision for you. So take this short quiz to find out if buying a home is right for you this year."

We want to not only capture people's interests. We want to give them a reason to take your quiz. (In my masterclass, I provide even you more captions to copy and use.) 

If you want to take your social media marketing to the next level, consider doing a paid ad to promote your quiz. I would recommend Facebook as the best social platform to start with. You could do a Facebook ad to target people in your local area and find more potential buyers or sellers. 

Another option is to email your quiz to your database. You might have people you already know in your CRM, yet you had no idea they were considering buying or selling. Put together a quick email that says, "I've been getting this question a lot this year, so I put together this quiz for you - 'should I sell my home in 2021.' I'm sure you've been hearing about the real estate market a lot. This quiz might help you in making your next real estate decision."  Learn more about email marketing here.

You can also use your quiz as a call-to-action for other real estate content you create. For example, if you film a video about tips for buying or selling, you can end the video with "take my quick quiz to find out how savvy of a home buyer/seller you are." 

The more you can mention your quiz, the better. So, anytime you create content, whether it's a video, blog, or even on your website, include a link to your quiz! For example, most people take my branding quiz because it's a pop-up on my website. Embedding a quiz as a website pop-up is another option for you to try out. 

Bottom line, keep promoting and keep talking about your quiz whenever you can. 

Generate Momentum with Your Lead Quiz 

Once your quiz is set-up and you're promoting it, you'll need to keep your momentum going!

If possible, connect your Interact Quiz to your CRM. I walk you through how to do this in my training video. That way you can put automation in place using your CRM to subscribe your new leads to email campaigns and task yourself with following up. 

Keep in mind, you need to have a strategy in place to nurture your relationship with leads. Stay proactive with providing quality content to your lead, and I advise agents to rethink of leads as people. Even if you can't get ahold of the "lead", there was a real-life person who took your quiz. While not every lead is worth your time, remember how you interact with that lead represents your branding and how you want to viewed as an agent. 

And once you find success with a quiz, you can keep creating more or put more effort and money into promoting a quiz that's working well for you. 

To get started, make sure you visit IdeasForRealEstate.com/Quiz. On this page, I have my link to try Interact for free using my special link. From there, you can also access my training video on how to create a lead-generating quiz for both buyers and sellers. That way you don't have to spend a ton of time thinking of all the questions, results, and copy (yes, there's writing involved!). Instead, you can steal my lead-generating formula and start using it in your local market. Take the masterclass and download the workbook. 

Quizzes are not only a creative way to generate real estate leads, they're also fun to take and come across as non-salesy. So, give a quiz a try and create a unique lead capture that you can use repeatedly in your real estate business!

UP NEXT:

---

I’m Heather Colby, host of the “Ideas for Real Estate Podcast.”

If you like what you read here today, I’d encourage you to take a listen to the episodes. :