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