Steps for Internet and eMarketing Success

A succesful eMarketing strategy must have:

• Compelling reason(s) for prospect to contact you over other agents
• Benefits for prospect
• Specific offers, reports
• Calls to action
• Lead capture ability
• Measuring & Tracking capability

Steps for Internet  & eMarketing Success

1.    Create & Maintain a great “Destination” Website

• Customer-Centric not Agent-Centric - "Image style branding is out"
• People don’t want to be sold, they want to be helped and get information
  • Internet = access, information, instant
  • Offer what the consumer wants
    • Easy & accessible Search for listings (IDX)
    • Photos & virtual tours
    • Reports, local market data
    • Neighborhood, community, school information
    • Foreclosure, short sale, loan modification information
• Compelling content - in addition to the list above, consider
  • Buyer/Seller process & tips
  • Relocation info, guides
  • Testimonials
  • Your niche, target markets, specialties
• A Good domain name (Consider keyword terms vs. your name)

2.    Effective Lead Generation & Lead Capture

• Calls to Action that lead to capturing prospect info

• IDX search – allow access to a point and then a sign-up form
• Property Watch – email alerts – allows the consumer to receive the listing information they want when it becomes available
• Free, compelling reports – consumer completes a contact form to receive the report or offer
• Home Market Valuation

• Offline Marketing Plan

• Energize Your Database to Search for Homes - Import or add your SOI, past client database and send them a VIP welcome letter with a strong Call to Action - "Search over 30,000 Las Vegas Properties for Sale!"
• Add contacts daily – use your website to close prospects for their information and set them up as A VIP on your site for full access
  • Open House prospects; Ad & Sign Calls
• Change Your Voice Mail message to include a CTA to visit your site and Search homes for sale
• Add compelling call to action on everything:

• Business cards
• Letterhead
• Marketing Flyers
• Email signature
• Postcards
• Print advertising
• Car signs
• Yard & Open House sign

• Online Marketing Plan
  
  
  • Direct
    • Build your FREE Profile on (recommended):
      
      • Realtor.com
      • Trulia.com
      • Zillow.com
      • ActiveRain.com
      • LinkedIn.com
      • Facebook.com
        
        And if you are into it...  
      • MySpace.com 
      • YouTube.com – for video tours and consumer videos 
      • Twitter.com – micro-blogging

• Paid Advertising on other websites
  • Realtor.com
    Trulia Pro
    Zillow
    Local online magazine & newspapers
    Your niche market
• Strategic Linking
  • Comment on blogs (you can add a link back to your website)
  • Business vendors, partners

• Search Engines
  
  
  • Optimizing your website and pages for search engines
    • Title tags
    • Keywords & Description
    • Keyword research Tools
  • Write quality content that matches your selected keywords
  • Submit Your site to directories and search engines
  • Consider adding a blog to maximize SEO
  • Pay Per Click – Paid Advertising
    • Google Ad Words

3.    Converting the Lead (From Click to Close)

• Connect
  • Immediate response (less than 20 mins) increases your chances of converting that lead – text and email alerts for leads
  • Initial welcome (VIP) letter
• Cultivate
  • Automated, drip email campaigns
  • CTAs in the email (Search properties now!)
  • Phone calls = qualify, build rapport
• Close
  • Use the visitor search profile information
  • Refine searches – use property watch
  • Close for appointments  
• Build Referrals 
  • Client for life email campaigns – Ask for referral CTA
    • eNewsletters
    • Holiday letters
    • Market condition reports

P.S. - Remember, it's a process!  Set aside time each week to improve your overall website and emarketing solution for your business.  Find the balance bewteen working IN your business and ON Your Business!!