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