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The Successful Marketing Campaign |
Successful Internet Real Estate Marketing The Realtors who are achieving a significant success on the Internet understand the Internet home buyer and have developed their marketing program to address the needs of this buyer while also facilitating the tasks of the Realtor. The Elements of Success: 1) A website that attracts a volume of visitor traffic (or uses pay per clicks to draw traffic) Generally 500 to more than 2,000 monthly. 2) The website design compels more than 10% of the site visitors to send the Realtor their home search criteria and contact information with the understanding that they will not be pestered by sales calls. 3) The Realtor employs a follow up system that maintains contact with the buyer until he is ready to buy. This system commonly maintains contact for twelve months. 4) The Realtor respects the buyer's desire to avoid sales calls and instead established himself as a source of valuable information. The Realtor contacts the buyer immediately offering assistance and information without any pressure. Each of these elements is designed based upon the needs of the home buyer. The primary difference that is evident in all areas is a non-aggressive presentation in which the Realtor makes the buyer feel he will not be pestered with sales calls and e-mails. The websites have content that connects with the buyer. This includes both narrative content and photos. Most importantly, the sites provide access to the MLS home listings. Ninety percent of the home buyers visiting real estate websites do not want to talk to a Realtor (a salesperson) and are not ready to buy. They are in a information gathering stage and do not feel comfortable in providing their contact information on a website that that says "Call Me!" Many of the most successful Realtors are using a presentation that says "I will not contact you unless you request communication". I cannot emphasize enough the sensitivity of this issue. We have been able to achieve an immediate increase in a websites' conversion rate overnight by just changing the presentation. In many cases we are now including an option in the home search form that allows people to tell the Realtor "Please do not call me" Just putting in this option has increased the number of leads generated. This addresses the buyers concern that they do not want to have to deal with a salesperson. But, the Realtors do contact the buyers in a non-sales role offering assistance with information. Beyond The Basics The above explains the basics. There are many elements to the top performing marketing campaign. This includes niche marketing and targeting specific categories of buyers. Almost without exception all of our top Realtors have a website or section of a site dedicated to attracting luxury home buyers. At the same time they have created pages specific to unique buyers in their market. This includes niche market properties such as equestrian properties, waterfront homes, ski vacation lodges and beach homes. Within this website are pages that describe these elements. My seminar and newsletter also provide information about these elements.
GAW
Associates, Inc |
