Technology has changed the vast majority of the way we do business in every industry, including real estate. While the debate still continues, clients from the internet are at least a very essential part of your lead generation business. With more and more buyers and sellers starting their search on Google, make sure to capture and keep this audience by following these four important tips.
Tracking. This could well be the hardest part of any marketing campaign. When a company is consistent with their marketing, they are typically advertising their services or products on multiple different mediums. Frequently, clients will be searching numerous sites and won’t remember where they actually saw you first. So even if you are adamant on asking each new lead “Where did you hear about us” when you pick up the phone, a huge percentage of the answers will be wrong. This makes it even more difficult to track leads, luckily there are a few good online companies that do it all for you. Follow Up Boss, Five Street, SalesForce and countless other companies offer great services to help track exactly where every lead came from. This is essential for correctly defining your marketing budget and cutting down on less efficient sources.
Online Presence. Today, this means more than just having a basic html website with your contact info and description displayed. Your site should reflect your business in a way that strangers visiting your site should have a natural response to feel good about your service and increase their chances of becoming a lead. Sites that are aesthetically pleasing and have great user interfaces with clear call to actions tend to rank the best. In addition to a smooth running site, every company should have a strong social media presence on the main mediums of Facebook, LinkedIn, Twitter and sometimes Instagram. These tend to be the best based off popularity and tools that they have integrated to fine tune your ads to target markets. (car.org/lead-stratgies-that-work, Dave Johnson)
Landing Pages. This is an extension of your website, but is a popular method for lead conversion. Every website has a landing page, the first page that someone comes to when they click on your site. Not only is this page the most important, but many marketing campaigns can thrive with landing pages designed specifically for the specific campaign. Work with your web developer and marketer to come up with a plan. Make sure you have implemented a great lead source tracking software and have a clear and easy call to action.
Outreach Optimization. As touched on previously, there are certain high traffic sites that allow you to target your audience, our your outreach. Facebook has recently improved their targeting service to become extremely useful and specific. Twitter has been working on bettering their advertising outreach options and Instagram should have better outreach options soon. Rather than shooting in the dark, use these tools to narrow your audience to people most likely to use your product.
Website, Landing Pages, Tracking, Outreach, four essential tools every company with a good marketing campaign has implemented. There are plenty more tools being offered, but without these ones in place your conversion rates will plummet. It’s not always about spending the most money or having the biggest billboard, efficiency through targeted marketing and customer retention has proven to be the most important tactics for success and longevity.
