As a real estate agent or broker, online lead generation is one of your biggest challenges. Your efforts often attract only people who are just browsing homes for sale, and aren’t necessarily serious about buying. You may also get people who want to buy homes, but are not financially ready for purchase.

• Target a qualified audience through Pay-Per-Click campaigns by bidding on relevant, high-volume keywords and locations. For example, a real estate agent or broker in Denver, Colorado, could use keywords such as “Homes For Sale Denver,” “Houses For Sale Denver,” or “Homes For Sale In Denver”. These are all examples of strong PPC keywords with a geographical modifier that can be used to attract good quality clicks.

• Ensure all your ads include a unique proposition that will directly attract the audience you’re targeting. What differentiates you from other real estate agents or brokers in your area? Have you worked in the same neighborhood for 20 years? Do you specialize in negotiating prices? Keywords like “Available Nights And Weekends,” “Quick Response Time,” “New Listings Updated Daily,” “Expert On Local Neighbors” or “Experienced In Negotiation” are all ways to highlight unique selling propositions that will attract your target market.

• Have a highly engaging website where leads can easily find up-to-date home listing information and agent/brokerage contact information. As your ads drive leads to your website, will they be impressed with what they see? Consumers want to see the houses available, so without actual MLS listings on your website, they likely will not be encouraged to engage with you. Additionally, your website should be visually attractive and easy to navigate, with functionality that simplifies searching for homes. Users should be able to use a range of specific criteria, such as budget range, number of bedrooms, and number of bathrooms, when searching for homes.

You can use these three steps to generate qualified online leads, and drive traffic to your website. What other tips do you have for generating quality leads?