Brokerages Maximize Website ROI By Adapting to eCommerce Real Estate Advertising
Internet marketing and eCommerce is a — powerful tool that real estate brokerages can leverage to increase lead generation from their real estate websites. A best of all possible worlds may be all the sales agents attached to a real estate brokerage showing property and closing deals. Not spending any time finding and qualifying leads. Admittedly an unrealistic scenario, but by scientifically positioning your real estate website’s message, you can get closer to that perfect world.
Talk to each client. Traditional advertising takes the shotgun approach a blasting a general message to a general segment of the population. Internet marketing, by its nature, is one-to-one marketing. In your message use the keywords that an individual looking for a specific piece of real estate will use. Maybe only 10 people in your market use those keywords in a month, but when they contact you, they are a qualified lead looking for exactly what you have to offer.
Measure and adapt. Use your keywords in a testing of the market manner. Measure the traffic certain keywords or pages draw to your site. Tweak pages or keywords with low draw and create more pages with the keywords successfully driving real estate leads to your website.
Don’t profile. This goes against the prevalent advertising strategy of targeting demographics. Internet marketing is most successful when it targets a buyer’s or seller’s behavior or activity. For example, instead of targeting middle income, male, householders, target people looking to buy their dream home in the mountains near a skiing resort or on the waterfront near boating access ramps. No one does searches for real estate using the keywords “homes for sale for male householder”, but they do search for “Breckenridge mountain real estate near ski resort”.
Utilize the Internet’s capacity for interactivity. Your real estate website client used the mouse and keyboard to arrive at your site. The brain is in the typing, clicking mode. Make your call to action initially a call to simply type or click to request information of give contact information. Do not push them to call initially. Keep them on your real estate website. The more information a website visitor reads on your site, the more likely they will convert into a warm sales lead.
Several successful real estate companies redefined their marketing position by measuring the warm leads directed to sales. Traditional marketing that was ineffective in attracting leads fell in the category of “not doing your job”. By following these simple Internet marketing positioning steps, your brokerage office can harvest the leads generated from the site and feed them to sale agents. Real estate sales agents working on warm leads close more sales than the ones who are trying to find the leads that saw a magazine ad and are thinking of buying in the near future.
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