View
298
Download
3
Category
Tags:
Preview:
DESCRIPTION
Real Estate Agents. Has the proliferation of websites, technology and web companies created confusion in your business? Do you really have time to play webmaster? What if you could create, manage and convert leads all with a single, turn key internet business, that saves you time and makes you more money? You can, with a Real Pro System.
Citation preview
Online Presence Lead Generation Client Development Closed Deals
www.realprosystems.com © 2008 Real Pro Systems
Navigating the
Maze of Online
Technology
Caine O’Brien
2
Why We’re Here
The Internet is the businessMany agents, tomorrow’s Stars, are confusedThe maze of tools, claims, and counterclaims is overwhelming
www.realprosystems.com © 2008 Real Pro Systems
Search Engine Optimization!
Stealth websites!
Blogs!
Drip Email!
Web domains!!
Vendors’ claims!
Pay per Click!
Custom site?
Lead Generation!
Online Showing Feedback!Lead Management!
3
Goals of this Presentation
Start with the basics, then buildHelp you discern what matters and what doesn’tFilter the noise into actionable steps you can take
Disclaimer– Technical experts will find exceptions– Focus is on the rules, not the exceptions– We have limited time; this could be an all day class
www.realprosystems.com © 2007 Real Pro Systems
4
What do I do first?
www.realprosystems.com © 2007 Real Pro Systems
Assuming you’ve chosen a brand/position/niche…
Website in your own domain (www.jimsmith.com)Email address in your own domain, branded stationery
• DON’T use a free email service! (Yahoo, Hotmail- nor AOL)• DON’T use a forwarder• Suggestion- GoDaddy.com ~$10 per year!
Business card has your web address and email addressBest if integrated with automated lead follow-up (discussed shortly)
EssentialFoundation
5www.realprosystems.com © 2007 Real Pro Systems
Which Web Presence Establishes You Better?
6
Website: Things to Consider
Attractive brandingEasy to navigateFeatured properties
• Can you group them into categories?
• Attractive photo display
Easy to add your own content
• Bio page• Neighborhood pages• Links of interest
Designed to modern web standards (e.g. W3C)
• Findability- SEO• Flexibility,
customizability• Good user experience
(e.g. AJAX)
Lead capture• Smooth user experience• Properly placed forms
Listing syndicationOne website or more?
www.realprosystems.com © 2007 Real Pro Systems
Website or system? Are you comparing apples to apples?
7
Getting Web Traffic and Leads
Generating Leads Online: Web Traffic– Promote your website on every piece you print!
– Always include your web address in advertisements!• Promote a benefit: “Visit www.myaddress.com to see
more homes for sale” or “request your own customized home search”
– Search Engine Optimization (SEO) discussed later
www.realprosystems.com © 2007 Real Pro Systems
8
Advertising Examples
www.realprosystems.com © 2007 Real Pro Systems
9
Lead Capture and Automated Follow-up
Goal: Multiple touches per month of huge lead databaseAutomated lead follow-up and incubation
• Drip email (branded stationery)– Customizable campaign letters– Support for multiple campaigns, multiple groups of leads
• Newsletter• Whitelisted Vendor
www.realprosystems.com © 2007 Real Pro Systems
10
Why Incubating a Big Lead Database is Critical
Where will your business come from in the fall or next spring?
Incubation is effortless
You will get phone calls and emails out of the blue
www.realprosystems.com © 2007 Real Pro Systems
“D” Leads
“C” Leads
“B” Leads
“A”
1 - 9 months or more
Web Leads
$$
11
Generating More Leads: Stealth Websites
www.realprosystems.com © 2007 Real Pro Systems
How much is my home worth?
Stealth Sites1 - 9 months or more
What homes for sale interest me?
Tire Kicker Prospect
“We needto talk!”
12
Generating Stealth Site Leads
www.realprosystems.com © 2007 Real Pro Systems
Agent-sponsoredStealth Sites
3. Pay Per Click (PPC)(Cost varies widely: $1.00 - $14.00)
1. Conventional Advertising(Can be very low-cost)
Newspaper Ads
Listing Flyers
2. Craigslist Ads
13
Web Content Attracts Search Engines
Web content should be– Relevant– Preferably unique– Properly formatted (e.g. web standards)
Content can be web pages or informal blog content
www.realprosystems.com © 2007 Real Pro Systems
14
Examples of Unique and Relevant Web Content
Neighborhood pagesAgent Bio or team pages“Selling the area” pagesRelocation infoLifestyle contentIntegrated blog
www.realprosystems.com © 2007 Real Pro Systems
15
Search Engine Optimization
Games people play: Cat and mouse• SPAM the keywords• Mutual link exchange• Website vendor exchanges links for all clients• Note: Outbound links can actually hurt you
What do search engines look for?• Web site built to modern web standards• Relevant, unique, fresh content• Inbound links from other relevant sites/content
It can take months for changes to fully take effect
www.realprosystems.com © 2007 Real Pro Systems
16
Search Engine Optimization Myths/Caveats
Vendor X guarantees I’ll be on page 1 of Google for “$50 per month”
You can’t get good search engine placement with a template website
A custom website ($$) will always be better for search engine placement than a basic site
If I’m on page 1 of Google my business will ignite
www.realprosystems.com © 2007 Real Pro Systems
17
Search Engine Secrets for Success
Pick a lane! What is your business about?
What is your website about?– condossinglefamilyhomesduplexesinvestmentpropertieslots
newconstructionruralacreagehorsepropertycattlepropertyprefectgardeningsuburbanbestschoolsneighborhoodsandanythingelseIcanthinkof
Pick a term, any term! Focus is key!– Where do you do 80% of your business?
• Want a second (main) term? Get a second website!• Utilize that term consistently throughout the site
www.realprosystems.com © 2007 Real Pro Systems
18
Blogging to Add Content
Why blog?– Attract search engine
traffic– Better establish who you
are, brand– Show your personal side– Sell the area
Example: Integrated blog
www.realprosystems.com © 2007 Real Pro Systems
19
Get Listings Sold with Online Showing Feedback
If your seller wants to sell, they’ll do what the market saysHow do you get sellers to hear the market?OSF simplifies discussions and negotiations with sellers
www.realprosystems.com © 2007 Real Pro Systems
20www.realprosystems.com © 2007 Real Pro Systems
Online Showing Feedback Sells Homes1. Listing Agent
Requests Feedback2. Email Request Goes
To Showing Agent3. Showing Agent FollowsLink and Completes Report
4. Report for SellerSummarizes Results
21
Advanced Strategies
www.realprosystems.com © 2007 Real Pro Systems
22
Search Engine Paid Placement Advertising
Google, MSN, Yahoo are usually the main targets“Search term auction”– Area determines popularity– Pay by the click– Prices vary month to month
www.realprosystems.com © 2007 Real Pro Systems
Main WebsiteStealth Website
23
Paid Placement Advertising: DIY or Service?
Alternative: Some vendors offer a managed service where they collect a % fee out of your ad budget
www.realprosystems.com © 2007 Real Pro Systems
24
Search Engine Optimization Paid Service
Manually review and optimize site implementation– Optimize page titles, metatags, keywords, meta
descriptions navigation, etc.– Usually requires new pages of content– Can make a huge difference in visibility and findability
Caveats– If you’re not sure what to do, use a service– Some services charge a lot for really simple and basic
things– You shouldn’t try to put a Ferrarri engine in a
Volkswagen
www.realprosystems.com © 2007 Real Pro Systems
25
Blogging and Social Networking for More Traffic
MySpace, Active Rain, Facebook, etc.
www.realprosystems.com © 2007 Real Pro Systems
26
What do I do next?
www.realprosystems.com © 2007 Real Pro Systems
EssentialFoundation
Capture LeadsIncubate Leads
Increase
Web Traffic and
Lead Generation
AdvancedStrategies
Paid SE Optimization
Search Engine Paid Placement
Ads
Online Showing Feedback
Web Content, Integrated Blog
Stealth Website Lead Generation
Website Lead
Capture
Monthly e-
Newsletter
Automated
Lead
Follow-up
Your Own Website in Your Own Domain Name Your Own Email Address at Your Own Domain Web Address and Email Address on Your Business Card
Close Deals
27
Agent Systems from Real Pro Systems
www.realprosystems.com © 2008 Real Pro Systems
Real Pro Silver Real Pro Gold
Upgradewhenyou’reready
28
Conclusion
What business problem are you trying to solve?– Online presence/web traffic?– Lead generation?
Choose solutions that solve your business problems
Technology is nice, as far as it goes
Don’t ignore the obvious while chasing the trendy
www.realprosystems.com © 2007 Real Pro Systems
Recommended