Now you might be asking yourself, what exactly are Search Categories?
Search Categories are fully customizable saved search feeds that allow real estate agents to curate listings into meaningful collections, providing a personalized browsing experience for their audience, leads, and clients.
These help agents stand out by giving them the opportunity to not only enhance the buyer’s experience, but also increase an agent's value by demonstrating their deep understanding of the market and its unique offerings.
At the end of the day, Search Categories helps you deliver what buyers crave - expert advice in finding the perfect home.
How Do They Work
- Create a Blank Search Category: Agents can start by creating a blank search category using AF IDX.
- Add IDX Listings: Listings can be added to these categories by using their MLS numbers or property addresses.
- Static Links: Once created, the URL for each Search Category remains static, even as new listings are added or removed. This consistency makes the search categories ideal for sharing across multiple platforms and ensures that clients always have access to the most recent listings in the collection without any changes to the original link.
Unlike generic property searches, these curated collections provide a hands-on, client-focused experience that enhances trust and makes the buying process smoother for clients.
How to Structure Search Categories as a Lead Magnet
Step 1 - Create A Personalized Category
Curate personalized property lists to appeal to potential buyers looking for specific areas, home features, or activities. For example:
- [Agent’s] Must Visit Open Houses This Week in [Area]
- The Best Fixer Uppers Just Listed in [Area]
- [Agent’s] Must See [Feature] Homes in [Area / School District]
Creating collections based on hyper-local knowledge sets you apart from online listing giants and the “everyday” agent - showing your expertise in the local market.
Step 2 - Set Up Your Lead Magnet
Using Lead Pages: Utilize AgentFire’s ready made templates like ‘VIP Neighborhood Alerts’ or ‘Curated Search’ to build your Lead Page. These templates are designed to make it easy for agents to create attractive, high converting landing pages. Once created, set the form to redirect to your desired Search Category page.
Using Engage CTAs: Strategically place forms on your website that perfectly engages your audience organically during their journey. For example:
- Use the Listing Slider widget to showcase a preview of a Search Category. Then position a “view all” button next to it that when clicked leverages a Social Site Lock CTA to capture their information.
- Use one of our Engage CTA templates (ex. Newsletter Signup) to feature the value of your Search Category on a buyer page and require a user to enter in their information before being redirected to it.
Step 3 - Promote, Promote, Promote!
- Email Campaigns: Include links to search categories in your weekly or monthly emails, advertising exclusive opportunities. Highlight unique properties and any new additions to your curated lists to keep your audience engaged.
- Social Media Posts: Share these curated search links on social media to drive engagement. Use eye-catching graphics, engaging captions, and an Engage Link to a Social Site Lock CTA to increase conversions.
- PPC Ads: Direct paid traffic to these unique offerings to generate quality leads. Search categories that are tailored to niche interests can convert at a higher rate when advertised through targeted PPC campaigns.
Using Search Categories to Nurture Leads
Step 1 - Segmented Lists
Segment your leads by buyer interests, such as specific home features, school districts or particular areas. Pair your segmented lists with Search Categories that match their interests, allowing you to send more personalized messages, leading to higher engagement and conversion rates.
Step 2 - Personalized Outreach
Use the search categories to provide personalized recommendations and activities. For example:
- If a client is interested in open houses, send them a curated list of open houses in their area for the upcoming weekend
- Send a client a weekly “to do” list of the properties you personally recommend (and why). They can review them, let you know what they like, don't like, and even schedule tours.
By curating to your client’s unique individual needs, you can send highly relevant information, building trust and value in the process.
Step 3 - Leveraging Search Categories with your CRM
Integrate search categories with your CRM by utilizing tags to automatically pair the ones that are most relevant to lead.
Then set up relevant drip campaigns to send personalized messages that include the appropriate search categories link to better keep leads warm.
Just remember, for those leads that “raise their hand” or convert into a client, be sure to set them up with their own personal Search Category as highlighted in Step 2.
Fair Housing Compliance Best Practices
Focus on features, not demographics. When promoting or curating search categories, avoid using descriptions like "family-friendly" or "safe neighborhood." Instead, focus on objective property features, such as "Homes in X area " or "Waterfront properties." By emphasizing features, agents can still highlight the value of a property without risking discriminatory language or practices.
As an agent, ensure you are aware of fair housing regulations and take part in training that teaches you how to frame marketing that is in compliance with these rules. Training can also involve role-playing scenarios to help you better respond to client questions about neighborhoods, thus reinforcing compliance in everyday interactions.
Final Thoughts
Search categories are an invaluable tool for generating leads, nurturing relationships, and providing a personalized experience for clients. By effectively curating property collections and integrating these tools into broader marketing efforts, agents can provide a unique, targeted experience that sets them apart from their competitors.
By investing in these strategies, agents will not only build better relationships but also close more deals with satisfied buyers.