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Dear Mr. Internet,
Dear Todd, As you have just learned, it takes more than information to engage Website visitors. They need a reason to make the initial inquiry and it is incumbent upon you to give it to them. Most people looking for real estate information do so with every intention of being "passive" during the information gathering phase. To turn a passive visitor into an active, fully engaged participant takes something special, something well... compelling. Compelling Offers That Turn Visitors Into Leads A compelling offer is a special package, piece of information, document, or item that will likely be viewed as extremely valuable by your visitors. So much so, that they will be eager and willing to complete a form on your site for the privilege of receiving it (usually at no charge). The whole purpose of the compelling offer is to incentivize your visitors to "engage" you by requesting the thing of value in the offer. The types of compelling offers you make on your site will totally depend upon your target market. For example, if you specialize in working with golf properties, your site's compelling offers are going to be quite different than those found on a site that focuses on helping first time buyers. Let's take a look at some possible compelling offers for each of these target markets to illustrate this comparison:
Notice how each compelling offer was specific to its respective target market? You will also notice that each compelling offer was framed in the form of an attention-grabbing headline. This is crucial, because if you can't get their attention to at least read the offer, they simply won't bite. Ask For Something In Return One form of the "Law of Reciprocity" states that anytime you give something to someone they want to return the favor. Here is how you apply this principle for maximum effect when using compelling offers. Whatever the offer is, it requires delivery via e-mail or "snail" mail. In either case you will need to gather some contact information before you can make the delivery. Every compelling offer needs to be connected to a form that the visitor completes in order to receive the item of value. Now this is important: don't force them to fill out anything more than they need to receive the item, otherwise you may actually erode their trust. However, by all means do give them the opportunity to tell more about themselves, what their interests and concerns are, etc. You may be surprised on just how much people will share with you online if your site approaches them the right way. This also means having a highly visible link to your privacy policy that assures them their information will be kept private and not shared with anyone. Structure Of A Successful Compelling Offer When you consider making a compelling offer on your site make sure it contains all of the following elements:
Turn Every Webpage Into A Selling Machine Ideally, you want to have at least one or more compelling offers on every page of your site. Ironically, the vast majority of real estate sales associate sites include no compelling offers whatsoever. However, there are a few that take it to the extreme. For example, check out www.craigproctor.com where he has no fewer than 25 compelling offers on his home page alone! (I mention this simply to show an example of someone who really "gets" the power of using compelling offers --no other comments implied or otherwise are being made about his site design or its effectiveness.) If you want visitor inquiries that convert to new clients, then give them a reason to interact with you. Providing well- thought-out, targeted and unique compelling offers is the most powerful reason I can imagine! Mr. Internet is the alter-ego of Michael J.
Russer, an internationally recognized Internet speaker, trainer,
author, and strategic consultant to the real estate industry. He's
dedicated to helping real estate professionals leverage their people
skills into profit on the Internet. You'll see his column on
REALTORŪ Magazine Online every month and in the magazine quarterly.
Send your Internet questions to
help@askmrinternet.com or you can visit his Website at
www.russer.com |
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Read the following from real estate professionals who are using Advanced Access' Marketing Tips to their advantage:
Michael Parrish
says:
"Just keep it up, your level of real service to those of us who are making our websites a major part of our business."
Karen Sierawski says:
"I can't say enough about everyone I've talked with in the Customer Service Department since I switched over to Advanced Access almost a year ago--they've all been extremely courteous and helpful. Keep up the great job you're doing!!"
Advanced Access
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