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Glenn Weilbacher
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Speak to almost any
Realtor or broker and they will tell you that you cannot make money
from the Internet. Something on the order of 95% of all Realtors and
brokers will tell you that they have tried it or that they know
Realtors who have tried it and it doesn't work. Many have spent
thousands of dollars creating websites and promoting visitor traffic
to their websites. Some have collected hundreds of leads. They will
tell you that most of the leads are worthless. That these buyers do
not respond to phone calls or e-mails.
Why Have So Many Failed?
These Realtors have bought
websites from companies whose primary purpose is to sell websites by
the thousands. The companies did not promise the Realtors that the
websites would produce leads for them. The websites looked great and
were very impressive. They had all the elements that Realtors had
heard about and were told they needed. But they were just websites
that had been designed to satisfy what the Realtor perceived he
needed. The companies were not, and are not, selling Internet
Marketing packages that had been proven successful. Many of the
companies provided coaching and training programs. But the Realtors
still did not succeed.
The Facts
All the websites have been designed utilizing
a traditional real
estate marketing philosophy. This approach is only marginally
successful on the Internet. The most successful of these websites
achieves a 1% to 2% conversion rate between visitor traffic and
inquiries. Of this small number of leads less than 10% are converted
to sales.
Traditional real estate
marketing addresses the home buyer who is ready to buy or is very
seriously looking. This buyer contacts a Realtor for help and to get
information about homes that are for sale. This advertising
philosophy dates back to the days when Realtors and brokers held
captive the MLS listings books. During this time buyers would call
on ads or for sale signs. They would go to a real estate office to
get information. They didn't have a choice.
Today home buyers are
going to the Internet and accessing the MLS listings. They are
browsing the listings long before being ready to buy. The
largest percentage of transactions occur four to six months
after the buyers start their search. Many others buy six to
twelve months down the road. Realtors must address these buyers
in a way that creates an opportunity for the Realtor to capture
the sale many months after initial contact.
GAW
Associates, Inc
Internet Real Estate
Marketing Since 1998
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