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The last tool that I will share today that is essential to proper follow up for real estate lead generation is the best one yet. If you aren’t using this tool you are missing out, and quite frankly shouldn’t be working internet real estate leads…….so what is this magical tool?
The phone! The phone is your best friend, and the lifeblood of your lead generation nurturing. Want to be successful and book more buyer appointments and listing presentations? Pick up the phone and call. Keep calling. Don’t just stop with one phone call if they don’t answer. Keep trying. Yes, you can use text messaging, emails, voicemail blasts, on-exit popups…..however eventually you are going to need to talk to them on the phone. It may take LOTS of phone calls over many months for some leads to pickup the phone or respond to you. That’s alright. You still want to sell a home in 6 months right? The vast majority of your competitors will give up after a phone call or two. If you don’t give up and keep calling, you will be successful. Call quickly, as soon as the lead comes in, and then keep calling. There is nothing else I can say except to keep dialing.
Read MoreRemarketing, or retargeting, is a marketing concept often discussed among agents, but rarely leveraged to its full potential. For starters, what is remarketing? Remarketing allows you to advertise specific offers, products, or services to people who have visited your website in the past. Although the advertiser would typically direct these ads back to the same site, it would ultimately depend on the overall marketing goal.
A quick example, let’s say you are browsing a retail store’s website for a new pair of shoes. You see a few pairs you like, but you aren’t quite ready to buy. You then navigate to another website, and sure enough, you see an ad for the same shoes you were just looking at. Over the next few days, you continue to see the ad. Finally, you decide it’s time to buy the shoes. You click through the ad and make the purchase. This website just used the power of remarketing to turn you, a higher funnel shopper, into a sale.
Now, the strategy and benefits are pretty evident in an ecommerce example like the one above, but what about real estate? Luckily, there is no shortage of effective remarketing strategies that can help you get in front of more potential clients and close more deals. The best strategy for you depends on your market and goals.
Although remarketing can be done on ad networks composed of thousands of sites on the web, I prefer to remarket on Facebook, using the “Facebook pixel.” The exposure on general website remarketing is great, but Facebook typically creates more engaged remarketing traffic. You simply paste your ad account’s pixel code on all pages of your website, and Facebook will begin to accrue visitor data. With enough traffic getting to your site, it shouldn’t take long for your list to grow large enough to sustain a remarketing campaign. This is where the real fun begins.
Most basically, you can create an ad that is shown to your entire visitor list. This is great for exposure, as it reinforces your brand to people who had visited your site at one point. Although direct attribution is difficult, this type of marketing will help ensure that when it’s time to sell, this individual will call the agent who they saw all over Facebook every day.
Drilling down a bit further, you are able to create custom audience segments off of your main remarketing list. This is done by specifying exactly which URL’s visitors you would like to target. For example, instead of targeting all visitors to joemichaelrealtor.com, I can target specifically those who visited my about me page at joemichaelrealtor.com/about-me.
With this in mind, you can create a custom audience off of your pixel data, targeting only visitors who browsed a certain city’s listings on your IDX integrated buyer site. From here, you can run an ad promoting that city’s listings. An example, although very basic, would be something along the lines of “Houston would love to have you! Search all Houston homes and condos for sale today.” Want to WOW your seller clients? Create a single property website for the listing, and setup remarketing for it. They will see the ad for their property everywhere.
Our strategy for remarketing off of a PSL site involves sending the past PSL site visitors to your buyer site or agent site through a heavily branded ad. This enhances the likelihood of your leads recognizing your name in follow-up, and also increases the probability of them proactively reaching out to you.
Remarketing is an exceptionally powerful tool when used properly. Remember however, you will need a decent amount of traffic in the first place for the remarketing list to grow enough to sustain a remarketing campaign. Do you have any questions about remarketing?
Read MoreFor the next tool that I consider essential to proper follow up for real estate lead generation…….on-exit popups. Full disclosure again – on this one I do personally have a product that will be released very soon called Prime Exit. I hesitated to even post this because of that. However, everyone who has a PSL site will be getting Prime Exit for free anyways, and there are no shortage of these products out there. I honestly don’t care which one that you use, just pick one and use it!
So what is an on-exit popup? It’s a true game changer. Day one you should see an increase in leads by AT LEAST 50% even with your current traffic levels. You don’t need to generate more traffic to see this minimum of 50% increase in leads….it will happen with whatever traffic you have right now. We have used it internally here for months, and we have way MORE than doubled our daily lead flow just from using on-exit popups.
Here is how it works, and pretty much every company offering this works the same way…….there is a piece of javascript code that you place on your website, just like you would with Google Analytics tracking codes. Whenever a website visitor takes an action with their mouse to move towards closing their browser itself OR the tab they are viewing your site in…..BOOM……the on-exit pop up comes up on the screen. You simply need an engaging offer to place in the pop up. If they want to receive this offer they need to provide you with their lead information. Everything is going to depend on the offer. It’s going to need to be unique and worthwhile. The better the offer, the more leads that you will get. These on-exit popups also work fantastic for mobile traffic.
Most companies will offer various options in their backends where you can also set the on-exit popup to appear not only when taking action to leave the browser or tab, but also it can be set on a timer for it to pop after any time frame, such as 30 seconds. You can also set it to pop if someone scrolls halfway down the page, 75% of the way down the page, back up the page if they have already reached the bottom.
For those of you with concerns if it will affect your organic Google rankings the answer is NO. It will not. I have these placed on websites that rank #1 in Google for their targeted keywords for many months now, and the rankings did not change at all.
Read MoreBombBomb. I’m sure that quite a few of you are already using it. Most of you though are not, for the same reason that I’ve been hesitant at times in the past to use it… You don’t want to make a video of yourself. I get it. It’s uncomfortable. You might not think you present well on video. Maybe you are self conscious. Forget all of that. If all goes well you have to go see them in person anyways right? More importantly, this is a fantastic tool that works. BombBomb also makes it super easy for you to record quick videos from your computer or even your phone. Send each of your leads a quick 15 to 30 second personalized video. Use their name in it so that they know it was made just for them. Everyone these days is used to getting mass emails however it is quite apparent that those emails are not being sent to just one person. Your personalized BombBomb video email will stand out. It will get their attention. Guaranteed. Devote an hour a day a few times per week to mining your database with these video emails and you WILL get responses and more business from it. Be consistent though….if the first few videos don’t get responses PLEASE don’t give up! Keep going. Most Realtors want instant gratification (we all do!) and will quit right away and stop. However life doesn’t always work like that. THIS IS YOUR ADVANTAGE! Over time you will definitely start hearing back from some of these people. Also….BombBomb will tell you every time someone opens your email AND plays your video. You can then take it a step further and personalize your next video to that person even more. I’m so confident this will work I’m almost tempted to say I’ll pay for it if doesn’t work for you….but I won’t lol. You get my point though. Don’t wait. Start this right away and you can thank me later 🙂