A couple weeks ago I was fishing with one of our real estate internet marketing clients, just a couple of guys relaxing back at the beach when something crazy happened! As dusk broke the horizon of the lake, we sat at a small junction which connected the lake and the river with one clear thing on our minds – salmon. Now, I know how to catch salmon: you need some extra tough fishing line and an expensive rod capable of reeling the catch. As we set out on our mission to catch these salmon nothing could have prepared me for what was going to happen next! Five minutes into our venture the fish began to jump out of the water (and lucky for us a few of them landed right in our boat)!
Success! We had caught what we came to catch without even lifting a finger all thanks to the fateful luck of our boat being in the right place at the right time. Though this is a rare occurrence (I personally have only seen this once in my lifetime) the sheer novelty of the experience got me to thinking: What if I could provide our customers [and selves] with internet marketing techniques that made our prospective clients leap into our ‘online boats’ and stay there indefinitely. Just like knowing what you’re fishing for, you should know what type of website traffic interacts with your site. When you know this, you can strategize a way to reel your clients in your ‘boat’ and get them to stay a while…
Revl8’s Real Estate Internet Marketing Strategy
Here at Revl8 we use a plethora of measurable internet marking strategies that will provide real estate agents with the tools to reach out to the three types of traffic they may see on a day-to-day basis. This article will highlight a real estate internet marketing strategy used to acquire and cultivate the cold real estate website traffic that interacts with your blog and/or social media sources. Developing a good relationship with your cold traffic visitors will warm them up and encourage them to use your services in the future.
Three Types of Real Estate Website Traffic.
There are three types of website traffic that will come to your real estate website.
- Cold Traffic
- Warm Traffic
- Hot traffic.
Feeling chilly: Those in the Cold traffic category have no idea what they want! These clients do not know whether they should sell or buy their house; and they may not even know who you are; so we can see how this can be problematic.
Getting warmer: Warm traffic clients are interested in buying or selling real estate and they have some previous real estate experience. Usually, this type of real estate website visitor has an idea of what they want but are unaware that you can meet their desire.
Caliente! (that means hot in Spanish): ‘Hot traffic’ are clients who know what they want and know that you can provide them with what they want. Many real estate agents market to all these avenues in the same way. That may have worked 50 years ago, however – today’s real estate agents who are the most successful know how to provide a service for every type of lead that interacts with their website (I mean, who only wants salmon?). Cold traffic is one of the hardest avenues to control; if used correctly your cold traffic visitors today, can be your highest paying clients tomorrow. So how can you land these website visitors as clients?
Here is a Cold Traffic Real Estate Internet Marketing Strategy That Works.
1. The Cold Traffic Bait
The first step to ‘hooking in’ a new cold traffic client is to use a real estate marketing bait of extreme value. This compels your website visitors to reach out to you. These can include a downloadable real estate book, an E-Book for new home sellers, a newsletter that gives weekly updates on your featured listings, or a PDF outlining helpful hints for new home buyers. Access to a free webinar or information filled video for new home buyers can increase their trust in your abilities. Consequently, this makes them more likely to reach out to you in the future. If you provide your cold website traffic with something of value at the start of your relationship, they are more inclined to use your estate services in the future.
For example: at Revl8 we use a free SEO audit as a bait to pull in our organic blog traffic.
This is something of extreme value that we offer our clients for free at the beginning of our relationship. It is an essential value that we give our prospective clients who may land on our blog. Since the SEO audit is free customers feel compelled to fill in the form despite needing it. This is beneficial to us because they will call us when they finally need professional SEO management services in the future.
2. Persuasive Call to Action
What makes or breaks any real estate marketing bait is a persuasive call-to-action (CTA). This draws people to go for the free high-value bait. A CTA for any given offer is usually a compelling button at the end of your offer’s email opt-in form. An email opt-in form is an easy to implement real estate website design element that allows your website visitors to fill in their information, usually their name and email, to get something in return (in our case, a free PDF for example).
The email opt-in form can ask for more information depending on the purpose of that form. Your CTA must be made to be direct and specific. For example, if you are trying to get people to download your free new home buyer’s guide, instead of ‘download’ the CTA button should read something like, “Yes – Give Me My Free New Home Buyer’s Guide Now”. This ensures that you acquire customers who are well defined within a specific niche and will allow you to contact them accordingly.
3. Relationship Oriented Email Marketing
Email marketing has been a big part of real estate marketing strategy for the past few decades. But did you know that you can use email marketing techniques to season your cold website traffic? It is quite simple. Once a person that lands on your website, they will interact with your bait by clicking on your CTA and you will have their email. You can then customize an email marketing plan to cultivate your relationship with your prospective client. Ultimately, you should strive to bring this potential new home buyer up your ‘value ladder’. We usually recommend that you send them an email for a minimum of 5 consecutive straight days before they go into your normal newsletter audience. These ‘soap-opera’ like emails should build on each other.
Here are some tips to write an effective real estate marketing email.
- Use a Striking Opening Line. people like character and novelty. Many times, this is how you can show them your human side.
- Make It Funny. Humour sells. The funnier you are as you show your expertise the more likely they are to call you.
- Be Polarized. Can you help them? Make sure you tell them how and why, and make sure you are specific.
- Give to Receive. Add and keep heaping on value to them until they are overwhelmed by your knowledge and expertise.
Use this introductory email sequence to relay your specific value propositions. Also, you can let them know about other crucial factors that separate you from your competitors. Finish this email sequence with a personalized email to encouraging them to meet you for a free consultation. Here you can present them with a one-time exclusive offer valid for that day only. Still not convinced that email marketing still is an essential real estate marketing tool? This article will help you understand more about why email marketing still matters today.
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