| So you bought the website, you have the lead | | | | marketing campaign...1. Subject Line: 2 |
| generation forms, you got the traffic, and | | | | objectives1. A good headline. 75% of all |
| now you have a a bunch of names and email | | | | articles are read because of the power of the |
| addresses with no clue of what to do next. | | | | headline.2. Back it with your name and |
| "Internet leads are useless, I have no idea | | | | company.EX: 10 steps to getting your offer |
| who's coming by, what they're looking for, | | | | accepted - Jason Benesch, Coldwell Banker. |
| and they never respond to my efforts to | | | | 2. Provide Information That Is Current and |
| contact them.""I have called every number in | | | | Pertinent -Given the current market |
| my lead database, and those with whom I | | | | conditions, today's news is big news to both |
| spoken weren't exactly serious about buying a | | | | buyer and seller. Bringing the news to them |
| home.""I have emailed everyone in my lead | | | | builds trust and awareness. The faster your |
| database and most have not responded.""I just | | | | audience feels that you are the best source |
| assumed they would contact me if they wanted | | | | of knowledge and news the faster they will be |
| some more information."If you find yourself | | | | willing to be engaged by you. I believe this |
| thinking these thoughts, you are not alone. | | | | may be the most important point I can make.3. |
| I get these responses from agents all day | | | | Include Specific Information -Avoid the |
| long.The closing process a Realtor runs a | | | | ramble. No one cares. Specific information |
| buyer through is efficient and clockwork: | | | | about a listing, or about a loan, will keep |
| Meet with buyer, get them prequalified, drive | | | | interested buyers reading your emails, which |
| around looking at homes, build trust and then | | | | is half the battle. Get to the point.4. |
| get an offer in... But when that first step | | | | Send Them Out On A Regular Basis -Whether |
| doesn't happen, then what?Your website is | | | | that be once a week, or once a month, by |
| pulling names, emails and numbers from the | | | | continually dropping a line, the email will |
| traffic you have driven to it. You make an | | | | spark residual interest and better your |
| effort to contact every lead. When you get | | | | chance at developing a lead. Don't rely on |
| no response, or the brush off that they are | | | | canned drip email programs to do all the work |
| just poking around online do you simply move | | | | for you. They can suffice as a crutch, but |
| on to the next lead? You shouldn't... you | | | | as I mentioned in tip 2, it is the current |
| are throwing away your future's quality | | | | and pertinent that builds trust.5. Brand |
| leads.I find it amazing when speaking with a | | | | Yourself -Make sure they not only know who |
| client who feels that they've exhausted all | | | | the email is coming from, but that they |
| 50 of their inbound web leads in just two | | | | remember what images represent your brand |
| days or even two weeks! These clients not | | | | (website, logo etc). Branding yourself |
| only need to change their approach to | | | | through an email marketing campaign is not |
| handling their leads, but also their | | | | only cost effective, but a very efficient way |
| understanding of the online audience.An | | | | to build mind share. When your potential |
| online lead is not the same as someone who | | | | clients think of searching for homes online, |
| has just called on a sign, walked in the | | | | they should be thinking of you.6. Come Up |
| office, or referred to you. The internet has | | | | With Effective Call To Actions -Before you |
| made us more independent and avid self | | | | send out any advertising, make sure you |
| educators. When was your last flight booked | | | | always ask yourself "why would I go to my |
| by a travel agent? Your next car...how many | | | | website if I saw this ad?" If you can't |
| hours will you log online researching it? | | | | answer this question, don't send out the ad. |
| Vacations, medical issues, career development | | | | Develop your incentive and drive home the |
| it's all being researched passionately | | | | message. If your email addresses the last |
| online. The home buying and home selling | | | | three years of home appreciation rates, then |
| process is no different. instead of the 6-18 | | | | your call to action would be, "Come see how |
| week development of a traditional lead, | | | | much your home is worth at Make It Personal |
| Realtors need to understand that an online | | | | -Make sure the email is not dull, unoriginal, |
| lead is a 6 to 18 month incubation period. | | | | and overall junk email. We all receive junk |
| Buyers go online to research every element of | | | | email and know exactly what it looks like. |
| the home buying process and along the way | | | | Make sure you plan your email to be personal. |
| will leave a clue or two as to who they are. | | | | By following rules 1-6, you should have no |
| This clue is day one of a long incubation | | | | problem with this but one more little trick |
| period that needs to be executed effectively | | | | is to make sure you have a program that will |
| to develop into a serious lead.Old way: | | | | address each client individually in the |
| Spend $500 monthly on postcards, fliers, | | | | title. ex: "Good morning Jason, have you |
| newspaper ads, etc. then wait for a handful | | | | seen that the national mortgage rate dropped |
| of phone calls and work the leads.New Way: | | | | a quarter point last night?"8. Let Them |
| Effectively market your website, get hundreds | | | | Go.Finally, adding an 'unsubscribe' option at |
| of people visiting your site a month, convert | | | | the bottom of every email will not only help |
| the traffic into leads, incubate those leads | | | | you avoid spam traps, but also assure your |
| through an effective email campaign, engage | | | | database that they are free to leave at any |
| developed leads, and then find them their | | | | time.Jim Cronin is the creator and author of |
| home.In other words, the process has changed, | | | | The Real Estate Tomato: |
| the competition has changed, and if you are | | | | |
| not looking for the audience that will be | | | | Mission: To Provide Realtors With A |
| ready to buy a home six, nine, eighteen | | | | Destination For The News, Knowledge, |
| months down the road, you're going to be out | | | | Technology and Service They Need To Be |
| of the game.Here are eight important keys to | | | | Successful. |
| remember when running an effective email | | | | |