| For many years, real estate agents have used | | | | A graphic designer may be needed to help with |
| free reports to generate interest (and, ideally, a | | | | this component. |
| phone call or email) from prospective clients. The | | | | - The key selling points of this booklet should be |
| report will be something like "Top 10 Home Buying | | | | featured throughout the copy and also as bullet |
| Tips" or "Common Mistakes Made by Home | | | | statements. |
| Sellers." The idea is that a website visitor would | | | | - A big graphic button (impossible to miss) that |
| be so intrigued by the information offered that he | | | | allows the visitor to request the booklet, or fill out |
| or she would pick up the phone or fire off an | | | | the subscription form, or whatever the case may |
| email to contact the agent for it. | | | | be. |
| While this may have worked in the distant past, it | | | | - The copy of the landing page should also be |
| no longer does -- at least not at a level that | | | | keyword-rich to help with search engine visibility. |
| justifies the effort. The reasons why are obvious. | | | | In Jane's case, that means it should naturally |
| After all, who would reveal their personal | | | | include "San Diego foreclosure" types of phrases. |
| information to request a generic article that can | | | | Getting Traffic to This Page |
| be found all over the Internet? | | | | Now Jane has a lead generation technique in place. |
| But while the technique is outdated, real estate | | | | But it won't do any good until she directs traffic |
| agents can still use the concept behind the | | | | to the page. Traffic + Lead Generation = Leads. |
| technique to generate leads from potential clients. | | | | If I were Jane, I would use as many techniques |
| Here's how. | | | | as possible to drive traffic to the new landing |
| Offer a High-Value Booklet | | | | page. This might include press releases distributed |
| Let's take the generic reports offered on so | | | | online, press releases sent to local news outlets, |
| many real estate websites and make them (A) | | | | electronic newsletters, email marketing, adding a |
| more specific to the audience, (B) more | | | | link to her email signature block, pay-per-click |
| informative and useful, (C) more unique, and (D) | | | | marketing, search engine optimization, etc. |
| more enticing to the audience. | | | | The search engine optimization / SEO strategy is |
| Let's use an example of Jane Doe, a fictitious real | | | | especially useful, because it provides lasting |
| estate agent in San Diego who specializes in short | | | | benefits. It's a great way to get a steady amount |
| sales to help homeowners avoid foreclosure -- a | | | | of qualified traffic to Jane's e-booklet landing page, |
| popular topic at the time of this article. Instead of | | | | which will directly relate to an increase in leads |
| offering some boring report like "10 Home Buying | | | | generated. |
| Tips for Beginners," Jane decides to create a | | | | You Have to Experiment |
| full-fledged booklet for her target audience. It | | | | With any marketing technique, you need to |
| ends up being a 37-page homeowners guide to | | | | experiment with different versions to see what |
| foreclosure avoidance in her city. | | | | works best for your audience. The same applies |
| So while it took some work to put together, she | | | | to the lead generation technique outlined above. |
| now has something to offer that (A) nobody else | | | | With this particular technique, Jane might |
| is offering, (B) is useful and informative, and (C) | | | | experiment with different booklets, different |
| speaks to her target audience. This will be an | | | | landing pages, different lead-capture methods, etc. |
| enticing free product that could generate a steady | | | | In the example above, I used the |
| stream of leads over time. So now Jane needs to | | | | foreclosure-avoidance booklet for the hypothetical |
| offer the PDF e-booklet from her website. | | | | real estate agent because it was perfectly suited |
| Enter the Landing Page | | | | to her audience. You can take the same strategy |
| In the world of Internet marketing, a landing page | | | | and apply it to any number of booklet topics and |
| is where a person "lands" when visiting a website. | | | | audiences. |
| So in a certain regard, every page of your | | | | Here are a few that might be worth considering / |
| website is a landing page, because you never | | | | experimenting with: |
| know where somebody will land when they first | | | | - A geographically specific booklet that explained |
| find your site. | | | | the importance of credit scores and offered tips |
| But you can also create specific landing pages for | | | | on boosting one's credit score before buying. With |
| specific purposes. In Jane's case, she wants to | | | | information on average scores and lending |
| create a landing page that shows a picture of her | | | | practices in your city or town. Another hot topic. |
| e-booklet (a "virtual cover," as its known), while | | | | - A booklet that walked buyers through the |
| also explaining the value of the item. Of course, | | | | mortgage process, with plenty of local information |
| Jane should also make it really easy for her | | | | about mortgage lenders, escrow companies, etc. |
| visitors to request the booklet, as this will increase | | | | This would be a great opportunity for a joint |
| the number of leads she derives from the | | | | effort, if you happen to know a mortgage |
| technique. | | | | professional. |
| Jane should include the following elements on her | | | | - A booklet that compiled information on local |
| landing page. | | | | schools (including hard-to-find information, future |
| - A headline that identifies the audience and | | | | plans, etc.). School ratings, teacher-to-student |
| subject matter, using straightforward language. | | | | ratios, graduation rates, etc. Great for home |
| This tells impatient readers what the page is | | | | buyers with children. |
| about right away. | | | | - A booklet that combined all of the above into a |
| - An introductory statement to reinforce the | | | | relocation guide for the city or town. Great for |
| headline and expands on the promise made by | | | | people moving in from elsewhere. |
| the headline. It might also include a call-to-action | | | | These are just a few ideas off the top of my |
| hyperlink. | | | | head. The best results will come from knowing |
| - A "virtual cover" image to add visual enticement. | | | | your audience, offering something unique, and |
| This technique has proven to increase conversion | | | | covering hot topics like Jane did with the |
| rates, when compared to a text-only description. | | | | foreclosure booklet. |