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Lead Generation: How Real Estate Tokenization Improves Financial Advisors' Strategies

Let’s talk about lead generation. As a financial advisor, creating a constant flow of leads is one of the basic premises to keep your business going. As such, real estate tokenization became one of the most profitable trends to include in your strategy to attract more clients.
The real estate market is one of the most challenging out there. So, in order to grow your portfolio, it is mandatory for you to improve the ways you approach your potential customers.
Although you will always have preferred investments to recommend, you need to offer to your clientele the widest range of options so they can choose the one that best fits their needs, goals, and overall situation.
In this article, we will analyze some of the most classic lead generation tools to improve your strategy, and how adding real estate tokenization projects will step up your game.

Lead Generation 101

First things first, in order to get to the specifics, we need to establish some groundwork.

What are Leads?

A lead is basically a person interested in the product or service you’re offering. In your case, we are talking mostly of people who want to know how to invest their money in order to maximize their profit and possibly generate a passive income.
Their interests may be expressed in different forms, but the most traditional one is by them interacting with your social media or your website. They usually provide their personal information so you can contact them.
All leads are potential clients, but it is up to you to give a differential that tips the scale to your brand. Real estate tokenization can be that differential.

What is Lead Generation?

Lead generation is a process involving online marketing tactics to attract as many people potentially interested in your service or product as possible.
Each person led to your website, blog or social media will decide if your service is worth their time or money. If that interest turns into action, then that lead will become a customer.
A good lead generation strategy is the one that captures most people and effectively turns them into actual clients.

Tokenized Real Estate 101

Every financial advisor’s main goal, in addition to meeting their clients’ objectives, is to find new opportunities that the client would never step into by themselves. In this sense, real estate tokenization projects have been growing steadily for the last few years and are a great lead magnet tool.

What is Real Estate Tokenization?

Tokenization of real estate is a process in which a property is digitalized and divided into equal value fragments named “tokens” (hence, tokenization). Each token is basically part of the ownership of that property.
This is possible thanks to blockchain technology, a system that stores data in blocks that are linked in a chain form, which guarantees transparency and high-standard security on every operation.

Benefits of Tokenization of Real Estate

As a quick overview of the tokenized real estate, the highlights of this process are:

  • Easy Access to Large-Scale Projects: Since the ownership of a property is fragmented, small investors can participate in big projects with a small amount of money required.
  • High-Standard Security: Besides the security provided by the blockchain system, tokenized real estate is usually regulated by financial institutions. Strict KYC (Know Your Customer) and AML (Anti-Money Laundering) policies are required for all real estate tokenization platforms.
  • Tracking of Projects: Your clients will be able to keep the development process up to date through their chosen platform.
  • Liquidity: Unlike traditional real estate, tokenization solves one of the most recurring problems that investors face, liquidity. Your clients will be able to sell their share on any property they have invested in by selling their tokens anytime.
  • Extensive Catalog: Digitalization of real estate allows people to invest in properties thousands of miles away from them without getting out of their home. The availability of properties is second to none.

Combine Tokenized Real Estate with your Lead Generation Strategy

Since it’s a recent product, many people don’t know exactly what tokenization of real estate actually is. Showing the benefits and results of this kind of investment to your audience will be one of the key factors in order to concrete a conversion. How do you do that?

  • Website: These days, it is mandatory for you and your brand to have a website that offers something valuable to your visitors. Use graphics for tokenized real estate, people react best to visual stimulus.
  • Create a blog: Another essential tool for your business’ success. Include categories and publish regularly.
  • Give your leads extra content: Although previous items are necessary, it’s a great added value to include short e-books, newsletters, courses or videos as part of your strategy. A basic guide to understand tokenized real estate or a calculator to simulate a potential profit are great tools to improve the user experience of your leads.
  • Focus on online reviews: According to the National Association of Realtors, 97% of homebuyers use the Internet in their first approach to home search. Online reviews are a key part of your business. Leads will become real estate investors if you have satisfied customers and focus on improving your score.
  • Adapt to different audiences: Make sure to create content for every audience and post it on blog, social media, newsletter or any other channel you use to stay in touch with your prospects and clients. Set an “Initial portfolio for small real estate investors” and another one more aggressive with more ambitious projects on it.

The Bottom Line

It’s a fact that traditional real estate is getting out of reach for most investors. And giving them the possibility to be part of the industry with a small amount of money through tokenized real estate is a great opportunity for you to leverage new technologies.
Setting up a good lead generation strategy combined with your expertise as a financial advisor is a requirement to success. Providing reliable information about a topic where investors don’t feel so secure will reassure them when they need to make an investment decision.
To stay updated on the last trends about real estate investments and how you can improve your offering catalog, you can check our blog. Learn how to rebalance a portfolio with real estate tokenization and skyrocket your brand.

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