Reonomy, in a nutshell, is an online tool that property tax specialists can use to source strong leads by strategically targeting commercial building owners/property managers who may now, or in the future be searching for your services. The below article explains how to increase your real estate tax service leads through building a powerful lead list with Reonomy. It also outlines how to win that business once you have your list via tax marketing tips.
Generating leads as a property tax specialist
A common question for every business is how to get more leads. In the case of a real estate tax provider, this means how do you find more tax clients. Sales leads are always either inbound or outbound, and property tax specialist leads are no exception. Inbound leads represent prospects who make contact with you, whilst outbound leads are prospects you have reached out to first. Inbound marketing strategies remain important and considering how prevalent social media is today, there are multiple channels you can use to execute an inbound lead strategy as a property tax specialist
For property tax specialists, the inbound lead generation route offers a range of marketing techniques that will positively impact your business and its lead acquisition strategy.
- SEM marketing strategy (having a Google Adwords campaign)
- SEO (search engine optimization) strategy (trying to rank highly among searches of property tax services)
- Other methods of social paid advertising, such as on Facebook or LinkedIn.
- A comprehensive website (one that looks professional and has a clear call to action for inbound leads)
- A strong referral system based on quality provided to previous clients
The above is a concise list of suggested marketing strategies for property tax specialists and they will be outlined in more detail later on in this article.
How Reonomy can improve lead acquisition efforts for property tax specialists
As the world becomes increasingly technological, property tax specialists looking to grow their business must apply up-to-speed marketing strategies in order to remain competitive. Traditional marketing methods property tax specialists may have relied on to generate real estate leads, such as word of mouth or telesales are now more than likely not sufficient on their own for assisting in new business.
This shift has resulted in many property tax specialist companies looking for new ways to source leads through implementing new property tax service marketing strategies and utilizing new real estate lead generation software.
One of those software tools is Reonomy’s own platform. Reonomy is a commercial real estate database consisting of 47m+ properties across the U.S – that’s 99% coverage nationwide! The benefit of the tool lies in the seamless user experience and easy navigation of the database, which can add massive value to a company’s tax marketing efforts. In this case, as a property tax provider, Reonomy can directly impact your property tax specialist lead generation levels through its high-value information such as property ownership contact details.
Reonomy also provides extensive data on over 47 million properties. This information ranges from sales history, tax information, property size, debt history and most importantly ownership contact information. Reonomy pierces through the LLC to provide you with property ownership contact details – such as names, phone numbers, email addresses and mailing addresses. If you haven’t realized the value of this information already, it has the power to drastically increase your real estate tax lead generation by leveraging data into highly targeted marketing and sales initiatives.
The below section outlines how real estate tax professionals are successfully using the Reonomy platform to build fresh real estate tax lead lists, along with detailing additional tax marketing tips that could work well. To ensure clarity, we have broken it down into three parts.
- Part A: How real estate tax professionals use Reonomy to generate leads
- Part B: How real estate tax professionals convert these leads into paying customers
- Part C: Additional Marketing Strategy Tips for real estate tax professionals
Part A: How Real Estate Tax Professionals Use Reonomy
Geographic Based Searches
Reonomy offers a selection of geographic filters, ensuring you can uncover real estate tax leads in your location of interest. Similar to google maps’ “restaurants near me” feature, Reonomy essentially provides a “real estate tax services jobs near me” filter for property tax professionals to use.
The main search options here are by street name, city, county, zip code, and state. A more advanced geographic search which can also be used is to search via our interactive map. Here you can search a location of choice on the map and all the commercial properties will appear as individual parcel shapes. Any of these properties can be clicked on, which reveals further information, such as property ownership contact details. You can also view the property in 3D format on google street view.
A second geographic search option is manually drawing on the map with the custom draw tool (as seen in the screenshot below). For many real estate tax professionals, they target specific areas of familiarity and by simply marking it on the map, the search function shows every commercial property that meets their criteria.
2. Building Size based searches
This particular search filter allows you to manipulate your search based on required building size. In this search example below, we only want larger buildings with a building area between 25,000 and 35,000 sq ft. Reonomy allows you to adjust the building area drop down filter in your search bar under ‘Characteristics’. You can then factor in building size to your search criteria.
3. Property Type based Searches
Another common filter used by real estate tax professionals is the ‘land use picker.’ This enables you to manipulate your search for a specific property type. The screenshot below provides an example of this. In the case of a real estate tax professional, for example, if you specialized in real estate tax services for corporate clients in New York, one simple search would be to set the filter to solely office buildings. If you did want to get more specific you could also select any relevant subcategories.
4. Owner Portfolio Search
In the next section, we will outline the types of contact information Reonomy provides you with for a property. Once you have property owner information for one property– you can conduct a search with ownership details that will give you the entire commercial portfolio of that owner.
This feature is the icing on the cake for real estate tax providers, as it enables them to concentrate their real estate lead generation efforts on the property owners who have the largest portfolios, as they represent large potential accounts for the real estate tax provider through their multiple properties.
To assist you in building out effective property tax professionals lead lists, Reonomy has workflow tools that allow you to bulk label properties of interest, save searches and conveniently export your lists into an Excel file.
When you pierce through the LLC of a property, there can be situations where multiple individuals are linked to one property. The contact information provided for these individuals includes phone numbers, email addresses and the mailing address for the owning entity. If the value of this information isn’t already obvious, or you are excited to learn how exactly this can be leveraged to grow your real estate tax service business, keep reading.
Part B: How real estate tax providers convert these leads into paying customers
As outlined above, real estate sales leads are split into inbound or outbound leads. By now, you have built a real estate tax lead list and uncovered ownership contact info – the rest should be easy right?
Well, from the majority of real estate professionals we’ve engaged with, familiarization and full understanding of outbound tax marketing strategies can be limited. Below are common property tax marketing techniques, demonstrating how real estate tax providers across the board have leveraged Reonomy’s data.
Email campaigns for Real Estate Tax Professionals
Email can be a very cost-effective lead generation method. While it does require a certain amount of time and effort to be invested in the designing of your copy, it still represents a powerful marketing channel with one of the best ROIs out there. The main challenge for most real estate tax providers is that sourcing the property tax lead lists to use in an email campaign can be costly in time and price. However, with Reonomy you can target ideal potential clients with ease!
Apart from your message being delivered to real estate tax providers, the campaign’s effectiveness can also be analyzed via the results that are provided to you by the email campaign software. These results will include things like email bounce rates, email open rates and click-through rates from your real estate tax leads. A wide range of email campaign tools exist that are suitable for real estate tax providers. One popular, reasonably priced solution is Mailchimp.
Results from email campaigns will always vary and this will be no different for your real estate tax leads. As a property tax provider executing real estate lead generation marketing activities you will want to know which email types are producing the most responses amongst your leads. A popular marketing technique to do this is to rearrange the structure or design of your email campaign over a specific timeframe and compare the results. This concept is also regularly applied by marketers to website landing pages and app homepages and is known as A/B testing.
Common email variations/tests include:
- Testing the style or wording of your CTA (Call To Action). This is usually in the form of a link or button to your company’s website or to a signup form on the email.
- Altering the tone of the email (for example sending sales-focused content versus sending a piece of informative content, such as an article covering latest trends in the real estate tax industry)
- Switching up the tone of your email. For example, personalizing it by including the prospects name versus keeping it general.
- Changing the sending frequency of a campaign (deciding how many emails you will send to the same prospect at a given time, for example, deploying a drip campaign like emailing the prospect once every week for two months).
Another key consideration is to ensure your email formats well on multiple devices – mobile phone being one of them. As we are always on the go, people are checking emails via mobile phone more and more.
Leveraging cold calling as a real estate tax professional
Despite being a traditional outbound sales method, cold calling can still be very reliable in lead generation strategies, and integral in growing your real estate tax service business. As a property tax professional, to really maximize your lead generation efforts, your cold callers need to be experienced and knowledgeable about your business and the real estate tax industry.
A huge value add of using Reonomy is that you will be one step ahead of the competition when deploying cold calling techniques by having a highly qualified property tax provider lead list in your hand.
A final lead generation tip in relation to deploying cold calling methods is to ensure you have a dedicated, enthusiastic team who has the growth of your property tax professional at front of mind.
Direct Mail for Real Estate Tax Professionals
Several traditional marketing activities have continued as a strong component of a company’s marketing mix and direct mail is one of these. As a real estate tax professional seeking tax leads, direct mail is one a tax marketing technique to be ruled out. The cost per real estate property lead may appear high initially but if even one campaign generates a successful commercial deal, the campaign has probably covered itself. A direct mail strategy that could work well is to send mailers to targeted prospects within a particular area. These targeted prospects will be property owners / property managers who own properties in a certain location that you wish to target. This could be a location you are already familiar with and work, or it could be a new area of interest you wish to research.
A well put together direct mail leaflet will successfully prompt real estate tax leads to get in touch with the real estate tax professional who has sent them. Direct mail is any form of paper-based promotional material, such as a real estate tax flyer or a real estate tax marketing letter. While it is a less modern method, direct mail can regularly return results from your real estate tax lead list. As Reonomy pierces through an entity’s LLC, one of the types of ownership contact information provided is the mailing address for the owning entity. This provides a direct linkage to the property owner / manager of the targeted entity.
Below, several best practices are listed that a real estate tax professional may find useful if considering executing a direct mail campaign as part of their real estate lead generation efforts.
- Emphasise your brand
With direct mail flyers, appearance is everything. Eye-grabbing, stand out ad copy including your brand’s colors and logo are vital. Strong quality materials and a strong quality printer will also help in maximizing your real estate lead generation efforts.
- Include Incentives
Having some sort of promotional offer is a strong recommendation for direct mail. This will assist your real estate lead conversion efforts because it will grab the prospect’s attention and add value. Incentives can range from discounts, to bundle packages to any other financial deal that will make your real estate tax flyer stand out and catch your prospect’s attention.
- Possess a clear Call To Action
Last but not least, have a clear call to action on your real estate tax flyer. This could be in the form of an email address, a phone number or social media handles. Your end goal as a real estate tax professional utilizing direct mail activities is to make it as easy as possible for real estate prospects to get in touch with you.
Part C – Additional Marketing Tips for Real Estate Tax Professionals
We have covered real estate lead generation techniques that Reonomy contributes significant value to, such as email marketing, direct mail, and cold calling lead generation activities, by providing you with custom, targeted real estate tax leads.
The ownership information provided by Reonomy pierces through the entity’s LLC and provides email addresses, phone numbers and mailing addresses for all owners associated with a property.
However, there are also other methods to be considered as a real estate tax professional to help grow your business.
Paid Ads for Real Estate Tax Professionals
Another popular marketing technique for real estate tax professionals is to invest in digital paid advertising campaigns. There are many marketing channels available to run adverts on nowadays, each with their advantages and disadvantages, depending on your objective and resources (internal knowledge and budget).
Below, we are going to delve into three – SEM (Search Engine Marketing), Facebook Ads and LinkedIn Ads. Other platforms that you could consider advertising through include Bing, Twitter, and forums like Quora, Reddit.
- Google Adwords (SEM)
Google Adwords is a powerful tool real estate tax professionals should consider, to increase views on their website and ideally assist in lead generation efforts. Google Adwords places ads in front of people searching for a specific keyword or term. This enables real estate tax professionals to effectively target ads at people searching for their services. In the case of a real estate tax professional, one key term to bid on would be “real estate tax professionals near me.”
- Keyword Research
It’s important to target a strong combination of terms that will appeal to your target audience for example (real estate tax services, property tax professionals near me etc) when developing a keyword strategy as part of your real estate tax online marketing strategy.
To assist you in your keyword selection, conduct searches under the keyword search function in Adwords. This will show you the most searched terms and then you can use them to your advantage.
- Campaign Execution
In the screenshot above, we can see that the top result for the search term for ‘real estate tax professionals near me’ is “tax services near me”. We can also see this term has an associated monthly search volume of 14,800 and a high range suggested bid price of $17.77. That bid price is what you are bidding on for a click on your property tax ad. While this price appears high, people searching for property tax services are one of the best target audiences for your business. They are actively looking for your service. This bid can be refined to a target geography. For example, a company with contracts that are within a 30-mile radius of Reno, NV would enter in geographic details as per below.
Facebook Ads for Real Estate Tax Professionals
- Conduct a Paid Ad on Facebook
Deciding on your target audience is definitely the most important element of Facebook advertising. There are several routes you can take to build an audience on Facebook. Outlined below are several that Real Estate Tax Professionals could implement for targeting property owners. These filters can be used individually or combined, depending on how refined you want your target audience to be.
- What is the End Goal of your Ad?
You can manipulate Facebook ads, depending on your desired results. Examples of these outcomes include prompting people to click on the ad and be diverted to your website or to fill out a contact form that you can then use to get back in touch with them. An easy way to start is to run a Real Estate Tax Professionals ad lead form. This allows real estate tax leads to fill out a form with various criteria such as name, phone number and email address if they are interested in hearing more about your service.
- Targeting via Job Title
Targeting individuals based on their job title can prove very effective as it provides you with an audience that identifies themselves as decision makers of a property. Outlined in the example below are a couple of property manager job titles. Real estate tax services ads could be positioned towards individuals with titles such as facilities managers or senior property managers.
- Targeting via Interests
Targeting individuals based on interests can significantly help expand your audience size. Filtering by the interests Facebook users have selected allows you as a real estate tax professional to serve your ad to a more engaged audience as they have already expressed interest in or liked a page connected to your industry. As an example, Facebook users who have expressed an interest in “Building Owners and Managers Association Brooklyn” are most likely going to be property owners – individuals that you want to advertise your property tax services to.
- Targeting via Geography
Distilling a real estate tax professional’s ad’s audience based on geographic location can be very useful when it comes to lead generation activities. If you currently operate in a specific area or are interested in working a new area, for example, due to an increase in property redevelopment there, you can deploy this on Facebook ads. Geographic targeting can be tailored to your own preferences by state, city, zip code and/or address. Considering most real estate tax professionals know the area they work in well, you can simply place the pin wherever you like on a map and you are good to go.
In order to fully leverage social media, the trick is to build a strong presence and establish trust through the social channels that your prospects are on. Linkedin, the world’s largest online professional network represents an excellent platform to include in your real estate tax services lead generation strategy. LinkedIn Ads come in a variety of formats such as banner ads, skyscraper ads, and native newsfeed ads.
- Targeting via Job Title
A similar concept to Facebook, LinkedIn ads can be targeted at professionals with a particular role title. In this case, as a real estate tax professional, you are looking to target property owners or property managers. Once you input this into the platform it will place your property tax services ads in front of an individual with those titles listed on their profiles.
- Targeting via Geography
A second powerful targeting technique on LinkedIn is filtering an ad to a particular geographical area. For example, if you are a real estate professional operating in LA and you are seeking to target property managers there, you can implement this with LinkedIn ads.
2. Content Marketing for Real Estate Professionals
Effective marketing nowadays largely relies on strong content. A scarcity of content results in low-quality leads from prospects who are purely looking for the lowest price offering. If real estate tax prospects are provided with limited information to evaluate a company on, the decision will usually be solely pricing orientated. Content includes pictures, videos, blog posts, case studies or any other published materials that represent your brand.
The creation and publication of real estate tax services related content do several things. Firstly, it improves Google search rankings and brand credibility. Your online brand is crucial in today’s world and companies must maximize this. When a potential customer looks for a property tax service, you want your website to appear quickly in their search and you want them to like what they see.
Once a prospect has landed on your site or social media account, strong content really plays its part here because the goal is to generate interest and hook them in.
If a real estate tax services company is frequently posting helpful, relevant content around the topics of property tax and the industry, along with high-quality imagery and/or video, this automatically generates a sense of credibility and trust between the company and the prospect. Think about the last time you searched for a product or service. If the website you landed on looked out of date with poor quality content, would you be encouraged to get in touch or would you continue your search for more attractive looking offers?
Focus on strong content and the rest will follow
High-quality content that is relatable to your target audience will naturally create reactions and engagements from prospects and customers, to which you can use to your advantage for brand awareness purposes.
Engagements with prospects and customers can range from comments, likes, the sharing of content, emoji reactions etc depending on your audience and what online platform is involved.
Joining, adding to and replying to comments and engagements online such as on Facebook or business review sites like Yelp can be helpful in supporting your property tax lead acquisition efforts. Customers appreciate being heard so by engaging with them you are positively impacting your real estate tax services marketing strategy.
3. Securing a high Google ranking as a real estate tax services company
To make sure property tax leads can easily find your website and that your website ranks high in searches (also known as effective SEO), a marketing strategy should include as many as possible of the real estate tax marketing techniques detailed above in this article, along with any others they feel necessary.
The key influencing factor for ranking high in Google is to produce strong, relevant content. SEO ranking is especially important for property tax service companies as 92% of consumers utilize search engines to discover local businesses.
This below diagram outlines the major factors impacting your SEO ranking that should be considered.
SEO – What exactly is it?
SEO (search engine optimization) relates to optimizing websites with the goal for them to rank as high as possible in search results. This can be further broken down into local SEO which is the optimizing of websites to appear in searches made by local prospects at the exact time they are looking for them. As a real estate tax provider, appearing in those local search results will be a significant driver for generating strong new leads. Local search results appear at the top of a results page and are often accompanied by a map directing viewers to the address of the businesses listed. The Google maps integration will provide viewers with directions and the distance from where they are to your property tax services business.
If you create or edit a business listing for your real estate tax company, selecting a category is one area that can have a strong impact on search results. Select the most relevant category to your business, unless there is a competitor ranking higher. If possible, find out the category they are using and if it makes sense for your business, use that one too. For example, if you are using the category “internet” but your competitor is using “technology” and you also consider yourself a technology company, you can add or switch to the category technology too.
With constantly growing search engine algorithms, how do businesses stay one step ahead in a highly competitive and changing environment?
Differentiating your business in SEO is also based off information that Google has about your business from across the internet, like links to your business on other sites, articles, and directories. Online reviews and Google counts and scores are also all included in local search ranking so the more favorable reviews and ratings you have will add to your business’ local ranking.
How to Improve your ranking in Google as a real estate tax professional
As a real estate tax professional wanting to stay one step ahead of your competitors, you may have realized that having an online presence and effective SEO is the way to go. To improve ranking levels of your website, the first step is to conduct an audit of your current performance. A basic site audit for local SEO starts with asking the below questions.
- How many web pages do I have?
- Is the content relevant to prospects in the area?
- Are the business name, address and phone number clearly identifiable on the homepage and any other necessary pages?
Some other important questions to ask are: How long are viewers staying on each page? What is the bounce rate? The goal is to engage viewers with content for just enough time to take the desired conversion step (for example filling out a free trial form) and not “drop off”. If property tax leads from your website not converting, this is an indication that things such as content updates, user experience improvements or a clear CTA (call to action) are required. The idea is always to decrease your bounce rates and increase your conversion rates.
Your key takeaways from this should be to look at:
- how you rank in local search results.
- How you rank in traditional search results
- How do these rankings compare to your competition
In the grand scheme of things, higher rankings equal more traffic and more revenue and that is what SEO is all about.
If you have read all this and would like to put things into action, sign up for a free trial of Reonomy National today.