Steps for Internet and eMarketing Success
Wednesday, February 11, 2009
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):
- Facebook.com
And if you are into it... - MySpace.com
- YouTube.com – for video tours and consumer videos
- Twitter.com – micro-blogging
- Facebook.com
- Build your FREE Profile on (recommended):
- Direct
- Paid Advertising on other websites
- Realtor.com
Trulia Pro
Zillow
Local online magazine & newspapers
Your niche market
- Realtor.com
- 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
- Optimizing your website and pages for search engines
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
- Client for life email campaigns – Ask for referral CTA
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!!
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