Many renters dream of owning a home but feel trapped in a cycle of rising rents, financial stress, and confusion about the complex buying process. Homeownership may feel out of reach, but that is where you come in. With the right strategies, you can help them see new possibilities and lead them toward a home of their own.

This blueprint provides actionable strategies to connect with renters, build trust, and support them through the journey to homeownership. By helping renters achieve their dreams, you can grow your business and make a lasting impact.

Renters are a valuable but overlooked source of potential buyers. Help them overcome fears like rising rents, financial uncertainty, and the complex buying process by:

1. Truly Understand Your Audience: Address common frustrations like wasted money on rent, interest rates, or misconceptions about down payments.

2. Engage Effectively: Use targeted strategies like content marketing, lead magnets, social media ads, direct mail, email campaigns, webinars, and door-knocking.

3. Nurture and Convert: Respond to leads quickly, personalize outreach, share success stories, and guide them through pre-approval and home-buying steps.

Empower renters to achieve homeownership while growing your business with these actionable strategies.

What motivates renters to buy a home and what’s holding them back?

• Rent Increases: Annual rent increases make it difficult for them to afford living where they want.
• Wasted Money: Renters feel like they’re funneling money into someone else’s bank account and crave financial stability.
• Interest Rates: They’re worried about how interest rates will affect their “buying power.”
• Unaware of Options: They think they must have 20% for a down payment.
• Overwhelmed: The complex buying process intimidates them and they don’t know how to take the first step.

Using this information, you can develop a “star renter” persona and a story describing their challenges, motivations, and needs/wants.

For Example:

Riley Renter is between 25-35 years old and lives in a high-cost, in-demand neighborhood near downtown Denver. She’s a middle manager on the marketing team at a tech company with an annual salary of around $90k-$100k, and she loves staying up to date on the latest and greatest trends in the marketing industry. Being a young, hip marketer, she loves scrolling through social media. She uses Facebook but is a bit more active on Instagram and TikTok.

Living in a large apartment complex with noisy neighbors and paying $2,500/month in rent for a unit that barely fits all her stuff is super frustrating. She moved here after her previous lease ended and she couldn’t afford the increased rent price when she wanted to renew. She’s frustrated with temporary living situations and dreams of owning a home where she can put down roots. Her new landlord is very strict about painting, pets, and parties, and she wishes she had more freedom to live the way she wants.

Riley is always checking out sites like Zillow to feed her curiosity about what it would feel like to own a home and has all kinds of plans for exactly how she would update a home to make her own. However, she feels like her dreams are crushed whenever she uses an online mortgage calculator. She can’t afford to put 20% down on a home that will already stretch her budget with today’s interest rates and doesn’t even know there are more options.

Imagine owning a home that not only gives you a place to call your own but also builds wealth for your future. With rising rent costs and a market that favors homeownership as a long-term investment, buying a home could offer you the stability and financial growth you’re looking for, even with today’s interest rates. You don’t even need a 20% down payment!

🚨 Pro-Tip 🚨 Keep in mind that you can be a better content creator than Shakespeare, but people won’t see it unless you proactively promote it. Keep reading!

Create a “Lead Magnet”:
This is a free, valuable piece of downloadable content (like a “No 20% Down? No Problem!” guide) in exchange for their contact info. They visit your website and see a page telling them to fill out a form to download something or register for a webinar. Get creative with this. Countless real estate agents offer “Homebuyer 101” guides on their website, but you want to be different. You’ve now captured their contact information and can use it for further follow-up (more information on that below). Once they opt-in through the form, you can nurture them through follow-up em ails, texts, or phone calls.

🚨 Pro-Tip 🚨 Position your lead magnet as an “insider scoop.” Use FOMO (fear of missing out) to encourage form submissions by creating a sense of urgency.

Social Media (Organic):
From our example, you know that Riley is active on Facebook, Instagram, and TikTok, and prefers easily digestible content. Therefore, you would start focusing on creating a variety of organic content including engaging short-form videos, Reels, stories, and posts addressing her pain points and motivations. Post teasers about topics relating to your blog content, and link viewers back to your website to read more.

🚨 Pro-Tip 🚨 Pin a post featuring a link back to your lead magnet. Make it easy to find!

Additional Resources:

✅ Download Social Media Templates

✅ 10 Engaging Instagram Post Ideas

✅ Are You Posting Enough on Social Media?

Social Media Ads (Paid):
Create targeted ads focused on specific demographics, such as location, life events (just moved, recently engaged, etc), or specific interests. Think back to Riley’s story for inspiration. Now set your targeting and messaging as if you were focusing specifically on her.

🚨 Pro-Tip 🚨 Ads are perfect for promoting lead magnets. The ad copy should serve as a teaser that specifically addresses their pain points and offers access to a solution while including a strong call-to-action (CTA) that entices them to click your link. Deliver just enough info in the ad to pique their interest.

Direct Mail:
You know Riley lives in a large apartment complex in a popular neighborhood for rentals. This means there are many more renters right next door, down the block, and around the corner. You can now build a sizeable list of addresses for known renters who are probably in a situation like Riley’s. Then you can use Breakthrough Broker’s mailing list tool to automatically generate a targeted list for all addresses within your target area. Use attractive visuals and bold headlines that resonate with renters’ pain points, along with copy that provides value by showing you can provide the solution they need. Keep in mind that you only have a few seconds to capture their attention, and they likely won’t take the time to read a card with too much copy or a format that isn’t easy for their eyes to scan.

🚨 Pro-Tip 🚨 If you aren’t implementing a way to track the effectiveness of your postcards, you’ll be throwing money away. Adding a QR code is an easy way to track people’s engagement. There are a million creative uses for them, and it can feel overwhelming if you’ve never set one up before. Start by simply creating a QR code that links people to the lead magnet download page on your website is a great place to start. Include a clear call-to-action telling them what you want them to do and why they should do it. For example - “Scan the QR code to see why you don’t need 20% down to own a home!”

Additional Resources:

✅ Download Direct Mail Templates

Email Campaigns:
Email is personal and direct, giving you a chance to share valuable insights to help educate and engage. You don’t even need to come up with a whole new list of content ideas. Repurpose your blog articles into short, informative emails that spark their curiosity and link back to the full post on your site. Create a monthly newsletter with current market trends, local events, or seasonal content. The options are nearly endless. If you don’t have a list of email addresses to send them to, you can start building one by generating lead magnet signups. There are email platforms you can use to send emails in bulk, and many have free tiers available if your list size and number of monthly sent emails stay below certain thresholds. Some popular email marketing platforms include Mailchimp, Constant Contact, ActiveCampaign, and more.

🚨 Pro-Tip 🚨 Automation takes out the guesswork. Most email marketing platforms allow you to create lead capture forms you can add to your lead magnet download page. Configure the form to automatically send an email (or a series of emails) whenever someone submits the form. Set up a series of 5 “drip” emails that go out on a staggered schedule every few days, each focused on a topic relevant to renters. The platforms also allow you to track every person in your list who opens the email and/or clicks a link, giving you the signal to reach out with a personal follow-up text/call.

Additional Resources:

✅ Create a Custom Email Signature

✅ 20 Email Campaign Theme Ideas

Online or In-Person Events:
You know these renters have reasons for not buying homes, and webinars/classes are an ideal way to pique their interest while educating them on their options. Teach renters how to get pre-approved, choose the right loan, or negotiate closing costs. Record and repurpose them on your blog, social media, and email campaigns. By adding a registration form to your website, this can be your lead magnet. Don’t forget to follow up with attendees!

🚨 Pro-Tip 🚨 Again, get creative. How many first-time homebuyer seminars have you seen agents doing? Take a different angle.

Additional Resources:

✅ Create an Event Invitation

Door Knocking:
Many apartment complexes will frown on an agent walking through the halls knocking on doors, so be sure to check with the landlord or property management company. This is a better option for renters living in detached homes. Keep your approach genuine and conversational. Show empathy by acknowledging renters’ frustrations with limited control over their living space.

🚨 Pro-Tip 🚨 Bring physical copies of your lead magnet (if it’s an educational document download) and hand them to renters with your card attached. Create door hangers to leave behind if you’re not the type who feels comfortable knocking on doors.

Additional Resources:

✅ Knock on Doors Like a Real Estate Pro

✅ Door-to-Door Prospecting Tips for Agents (Webinar)

Here’s how to make that happen:

Act Fast on Fresh Leads

• Why It Matters: Renters who are even remotely interested in buying a home are likely looking at properties and doing some sort of research across many different websites. It’s imperative to follow up with them as quickly as possible so your competition doesn’t get the chance.

• How to Do It: If you followed the tip about using an email marketing platform to create a lead magnet form, use your platform’s built-in tools to send an automatic email when someone fills it out. It can simply thank them for downloading the magnet, reiterate what they will get out of it (use a short list of concise bullet points), and a link to download the resource. Then, send a quick text to tell them you saw they signed up and want to make sure they were able to access what they needed. It’s an easy way to connect without being overly salesy.

🚨 Pro-Tip 🚨 Even a simple “Hey (Lead Name), saw you downloaded my ‘No 20% Down?’ guide! Any questions?” can spark a real conversation.

Personalize Their Path

• Why It Matters: The more leads you get, the more important it will be to implement scalable, repeatable processes for quickly responding to incoming leads. While this requires standardizing and automating messages to increase your “speed to lead” to handle an increased volume, you still need to include personalized touch points tailored to their specific concerns. They’re probably being bombarded by automated messages, so a personal touch goes a long way.

• How to Do It: Use a CRM to segment leads based on what you know about them (down payment worries, interest rate fears, etc.). Send emails or texts that speak directly to those issues and invite them to hop on a call for more specific info. Sending information about buying a home with less than 20% down isn’t going to resonate the same for a renter who has the down payment and is more worried about interest rates.

Show Them Real-Life Success

• Why It Matters: Few things build confidence more effectively than relatable success stories showcasing renters who navigated similar challenges to achieve homeownership.

• How to Do It: Share “social proof” through short client success stories or testimonials focused on relatable renters who overcame similar challenges. If they used a special financing program or discovered a low-down-payment option, highlight those details.

Keep the Conversation Flowing

• Why It Matters: Just because they haven’t asked to schedule a showing yet doesn’t mean they won’t. It may take months before they’re ready. Staying in touch (without being pushy) while continually providing value keeps you top of mind when they’re finally ready to move forward.

• How to Do It: Create a quick check-in schedule. This might include choosing a day each week when you reach out to all leads in the “worried about down payment” segment, or all renters whose first name starts with a letter between A-E. Whatever it is, just be consistent. Provide value by sending a relevant market update or a link to a new blog post on your site. Ask if they have questions or if anything has changed in their situation.

Seal the Deal with Confidence

• Why It Matters: Once they show signs of serious interest, like asking about specific properties or talking financing numbers, step up and guide them calmly through the next steps.

• How to Do It: Offer to connect them with your preferred lender to crunch numbers and talk about pre-approval. A trusted lender can also help you nurture the lead and position you as the expert agent without overwhelming them. Set up property tours that match their budget and wish list while reminding them you’re committed to walking them through every step and negotiating the best deal possible when they find “the one.”

With these strategies in place, you’ll not only generate leads but also expertly shepherd them from “just looking” to “ready to buy.” Keep the conversation genuine, show them you understand their worries, and celebrate the moment they finally become homeowners!

Congratulations! You’re now equipped with a comprehensive strategy to transform renters into eager homebuyers. By understanding who your ideal renters are, uncovering their pain points, and mastering the methods to reach them, you’ve laid a solid foundation for success. But the journey doesn’t stop here. Turning leads into closings requires persistence, personalization, and a genuine commitment to helping your clients achieve their dreams.

Here’s a Quick Recap:

1. Get Clear on Who You’re Helping: Define your target audience by creating a detailed renter persona like Riley Renter. Understand what motivates them to buy and what’s holding them back, such as rising rents or down payment myths.

2. Master the Methods to Reach Them: Utilize a mix of content creation, lead magnets, social media strategies, direct mail, email campaigns, events, and door-knocking to engage your leads.

3. Convert Leads to Closings: Follow up swiftly, personalize your interactions, showcase success stories, keep the conversation flowing, and confidently guide them through the buying process.

The real estate market is always changing, and so should your strategies. Continuously gather feedback from your clients, track the effectiveness of your campaigns, and stay updated on the latest market trends. Don’t be afraid to experiment with new tactics or refine your existing ones to better serve your audience.

Converting renters into buyers isn’t just about closing deals; it’s about empowering people to achieve their dream of homeownership. With dedication, creativity, and the right approach, you can unlock a wealth of opportunities and grow your business sustainably. Every renter you help transition to a homeowner is a testament to your expertise and commitment, so go out there and make a difference, one happy homeowner at a time!

🎯 Visit the Marketing Center to customize templates and reach renters today