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| Real Estate Marketing Online: How to Capture Leads with Website Downloads |
Here's one I hear a lot. "I need a real estate marketing website
that will generate leads for me."
To which I usually respond, "Who doesn't want a website like
that?"
I'd pay a hefty premium for a marketing website that generates
leads. That would be something, wouldn't it? Imagine, sitting
back and sipping a glass of lemonade while your website
magically generated online leads for you.
In reality, websites don't generate much of anything. They're
just a communication medium. It's the person (or people) behind
the website that generates the leads. More specifically, it's
the content generated by the person behind the website that
creates desire in the mind of the reader, which in turn
generates leads.
And one of the best ways to do that is by using downloads.
What's a Download?
A download is any product that can be downloaded directly from a
website. In real estate marketing, downloads are used to
generate leads. The prospect fills out a form, or emails the
website owner, in exchange for the download. They get something
of value, and the marketer gets a fresh new lead. Quid pro quo
via the Web.
But slapping |
together some content into a PDF document and
posting it online is not enough. Like any aspect of real estate
marketing, you should take a strategic approach to creating your
downloads. That is, if you expect to generate leads with them.
What Makes a Good Download?
In marketing terms, a good download must carry value, and it
must be related to your services. The higher value, the greater
number of leads it will generate. And by making it relevant to
your services, the download can position you as an authority, a
"safe bet" in the prospect's mind.
Prospects Must Find It The best website download is
worthless if people can't find it. So place yours somewhere
prominent and visible on your website. Prioritize it within the
hierarchy of your website. If the point of your website is to
generate leads -- and you intend to generate those leads by
using a download -- you need to place it front and center.
What's the primary goal of your website? If it's lead
generation, then your lead-generating tool should be the primary
item on your home page. Everything else should be secondary. The
best offer in the world is worthless if nobody can find |
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it.
Prospects Must Want It
Finding your download is only half the equation. Your prospects
must also understand the value behind it. They must realize how
it will save them time or money, make them wealthier or wiser,
or help them avoid something bad. In short, their desire to have
the download must be greater than their inclination to ignore
it.
Keep in mind, also, that valuable does not have to mean
expensive. Maybe you've created a guide to mortgages, or a
collection of real estate tips. Such a guide won't cost much for
you to put together, but it will offer two powerful benefits to
the reader -- knowledge and convenience.
Sure, your prospects could spend hours researching the topic to
gain the same knowledge you're offering. But why go to the
trouble when you've done it for them? This is your value
proposition. Valuable knowledge, easily gained.
Prospects Must Be Able to Get It
Make it as easy as possible for prospects to download your item.
There's no reason to make them fill out a lengthy form for a
simple download. Stick with the minimum information you need,
like their name and email address.
Of |
course, the higher the value of your download, the more
you'll get away with in this department. But a simpler process
will produce more leads, so it makes good marketing sense to
keep things simple.
Conclusion
Website downloads are a great way to generate leads through your
real estate marketing website. But in order to maximize the
quantity and quality of leads you get, you have to apply the
fundamentals outlined above. Create (or buy) something of value
that's relevant to your services. Make it easy to find on your
site, and make it easy to download. Show the value of it clearly
and thoroughly.
* Copyright 2006, Brandon Cornett. You may republish this
article in its entirety, provided you leave the byline, author's
note and website hyperlink intact.
About the author:
Brandon Cornett is the author of "The
Modern Guide to Real Estate Marketing" and the founder of
ArmingYourFarming.com. To sign up for his free newsletter, or to
read similar articles on real estate marketing, visit http://
www.ArmingYourFarming.com.
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