The Successful Marketing Approach
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The Successful Marketing Campaign |
Cutting Edge Marketing Today there is a new concept in Internet real estate marketing that is producing ten to fifteen times the leads of the best traditional real estate websites. This concept breaks all the rules of traditional real estate marketing. It is a sales approach that is contrary to much that Realtors have been trained to do. But it is by far much more productive on the Internet This Concept Specifically Addresses the Home Buyers Needs It's all in the Presentation The home buyer on the Internet wants to be in control. Because of the convenience of the Internet this buyer becomes active on the Internet long before he is ready to buy. He utilizes his access to data on the Net to collect information about cities and neighborhoods. He also utilizes the Internet to research home listings via connections to the MLS. It is this access to MLS listings that is of primary importance to the home buyer. He wants to view home listings without being exposed to contact with a salesperson. He is not ready to talk to a Realtor and certainly is not ready to buy. He does not want to be pestered by phone calls or e-mails from a Realtor. The website presentation that is non-threatening, that makes this buyer feel he can "do his thing" without being annoyed, is the presentation that he responds to. He will provide his home search criteria and contact information with the understanding that he will not be contacted by a salesperson. We have created websites utilizing this approach and were astounded by the response. These sites are producing a 10% to 15% conversion rate between visitor traffic and leads. In some instances the sites are producing a 25% conversion rate. By comparison, a successful traditional website produces a 1% to 2% conversion rate. We have applied the concept to existing traditional websites and increased the conversion rate five times over the prior rate. The Lead Generator Website Over the past two years we have created more than 50 two page Lead Generator websites utilizing this concept. That's right, there are only two pages. Each of these sites has produced leads on the first day they were launched. We put them up on the pay per click search engines under selected keyword phrases. In this way we are specifically targeting the site for certain types of buyers using specific keyword phrases. We have had many of the sites achieve a 25% click through rate on individual keyword phrases. Speaking of costs, the combined cost of setting up the sites and budgeting for the pay per clicks is actually less than the cost of creating a fully optimized traditional website. These lead generator sites utilizing pay per click to attract traffic are producing leads on day one whereas the traditional sites waiting for organic positioning require months to develop activity. The sites are producing 100 to 200 leads each month dependent upon the Realtors' advertising budget. The direct cost per lead is running between $6 and $10. in many markets and in highly competitive areas the cost is running as high as $15 per lead. There are several Realtors who are only spending $500 a month and they are attracting 60 to 100 leads each month.
GAW
Associates, Inc |
