Leveraging Your Offline Marketing

In the real estate industry there are so many ways to market yourself online. You have a website, email marketing and contact management, blogs, forums, community link partners, and the list goes on. Along with these great online marketing opportunities, you have a way to track the success of each venture through your website statistics or preferred website analytics program. For example, if your preferred lender has a link to your website on theirs, you will see that referring URL in your statistics. This makes your online marketing decisions a lot more simple.

What if you could have a way to measure at least a portion of the success of your print marketing? You do have a way. It's easier than you think, and it's free because you already have a website. That's right, your offline marketing has a lot to do with your website too!

Flyers, postcards, sign riders, business cards, t-shirts, mugs, pens, hats, newspaper ads; the list of offline marketing options is almost endless. You probably have your website address on your marketing materials, maybe even very prominently. But how do you know what's working best for you? Are your "Just Listed" postcards more successful than your "Just Sold" postcards in driving traffic to your website and getting people to contact you? How would you know?

Getting your "Just Listed" postcard recipients to visit your website home page is great. But getting them to a page that is specifically geared toward the particular properties from the postcard and what you could do to help them purchase a property, or what you could do to help sell their property would be much more targeted. And chances are it would be more effective because you are getting those visitors who saw something they liked and want more info. You will also be able to measure the response to each mailing by having a unique URL for each piece you send.

So here's how it works...

Create a page that is specifically targeted to an ad you are planning. Whether it be a magazine ad, flyer, postcard, etc, make sure you include the URL for that specific page on your ad instead of your main URL. The theme of the page should match the theme of the ad, and the main idea needs to coincide - you want to assure people they got to the right place.

Our 3.0 clients would create a 3rd level domain that points to a Page Manager page.  For example, http://SOLD92808.yourdomain.com.  You would be able to track the stats for the Page Manager page to which the 3rd level domain is pointed.  Our 4.0 clients would use Page Manager to create a specific URL for the page. For example, http://www.yourdomain.com/sold92808.html. That can be tracked in stats as well.

Make sure that you include a quick contact form on your page that serves as your call to action.  We suggest making a new "thank you" form confirmation page for each new page and form so you can track how many people actually completed the contact form versus visited and abandoned the page. The percentage of visitors who completed your form and got to your "thank you" page is your conversion rate.

You can then begin to track which marketing materials are working best for you.  Is it your TV ads on local cable or satellite? Is it your notepad or calendar deliveries? Every market is different and what works for one may not work for another. Use this method to learn what your strongest and weakest marketing tools are. Then apply your strengths to those materials which aren't doing as well.

There are a lot of great promotions you can create using these methods and we plan to give you some additional ideas for this in the coming weeks.

If you need help setting up any of your pages just give us a call at 1-866-518-1571.

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