Old Rule: The Internet will change real estate as we know it.
New Rule: Your business is your business and the Internet is a tool to be used.
Now that the aftershocks from the 1990’s Internet explosion have subsided, we can say with confidence that the real estate industry hasn’t changed. Our rules of business haven’t changed. Our priorities haven’t changed. Only the methods – the tools by which we communicate and relay information – have changed. These new tools have particularly energized the way we do our marketing.
True technology delivers information and services better and faster than ever before. Yet real estate professionals as always provide the all-important human touch, the advantages of years of market experience, and results-oriented negotiating skills.
The Internet’s greatest impact has been in the way agents are able to market their businesses and build prospect databases. For these two reasons alone, the Internet has been an unqualified boom to our industry. Now is the time for real estate marketers to makeover marketing plans and lead-gathering techniques with an eye toward injecting new energies. Here are four Internet-intensive strategies guaranteed to boost your online marketing to the next level:
- Build a powerful website that attracts and keeps targeted customers 24-7.
Effective, interactive websites invite consumers into your office long after you and your staff have locked up and gone home for the night. The best sites work around the clock to put accurate, up-to-date home buying or selling information at prospects’ fingertips whenever they ask for it. At the same time, a great site constantly gathers contact information for your database. Consider these three “musts” for creating an effective, customer-centered website:
- Once visitors have accepted your invitation to step into your office, make it as easy as possible for them to navigate around your site and intuitively find the information they want.
- Avoid the temptation to praise yourself or your agency. Instead, primarily emphasize consumer-focused, interactive features such as links to all MLS properties, virtual tours, free e-mail updates and easy-to-use response forms.
- Make sure the graphics and photos on your site are created to download quickly. Although high-speed access is spreading, design your site with slower dial-up in mind.
- Be everywhere consumers live, work and breathe.
E-marketing is fabulous, but it’s not so fabulous that it can stand alone in attracting and capturing all the business you want. A 2002 survey done by www.DoubleClick.com, revealed that of 1,000 respondents, none relied totally on the Internet when contemplating a purchase. As a group, today’s consumers respond to a variety of marketing sources. The best approach for agents is to integrate and coordinate your online and offline marketing efforts so they work in tandem to help you achieve your goals.
Here are some tested techniques to build your own integrated e-strategy:
- Domain Logo Type. Promote your URL in every piece of offline marketing material – yard signs, letterhead, business cards, monthly mailings, car signs, print ads, radio spots.
- Cross Market. Similarly, promote your offline marketing materials in several locations on your website.
- High Touch. Follow up online contacts with offline responses — handwritten notes, phone calls, and brochures. Nothing converts an e-lead better than direct contact.
- Book End Technique. Send e-mails to prospects highlighting the home buying or selling tips featured in your just-mailed monthly newsletter. A week later, send another e-mail repeating the coupon offer included in the newsletter.
- Pick your response offers and pick your customers.
Determine what information and services your ideal customers are looking for most, then build your direct-response program to provide the solutions they seek. If you offer it, they will come — and they will be self-qualified.
- Free e-reports and new listing updates
- Online home pricing and interest rate alerts
- Direct links to the MLS database and your listings
- Virtual home tours
- Open house notices and home tour maps
- Information and links to area schools, houses of worship, services and attractions.
- Convert leads to customers with an automated follow-up process.
A consistent and well-planned automated e-mail follow-up program is critical to your success. Make sure your program is able to provide these three necessary features:
- Instant, hands-free rapid response
- Online and offline follow-ups.
- Targeted e-mails for prospects (buyers, sellers, transferees, etc) as well as past client homeowners.
Take a hard look at your current online marketing and lead-generating efforts. Are the results what you want and expect? Or do they need a bit more pizzazz? Talk to a techie or virtual assistant about adding or expanding the energy level in your online plans. Once everything is in place, delegate the day-to-day tasks to a staff member or outside contractor. This will leave you more time (and energy) for listing and selling.
Published: August 12, 2004
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