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101 Ways to Promote Your Real Estate Web Site

101 Ways to Promote Your Real Estate Web Site

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Published by: anibadola on Apr 08, 2011
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Permission marketing boils down to asking your target market and Web site
visitors for their permission to send them information on a regular basis. Many
real estate businesses compete for the attention of their target market on a daily
basis, but it is very difficult to break through all of the advertising clutter the
market is already receiving.
Permission marketing, if done properly, enables you to build strong, long-last-
ing, loyal relationships with prospects and past customers without even picking up
the phone. Every communication reinforces your brand and keeps you “first in
mind” with everyone who receives your communication. You become the de facto
expert in your real estate niche with the recipients of your communication.

70

Permission Marketing 71

The key to a successful permission marketing campaign is to get your
target market to willingly volunteer to participate. In order to get your target
market do this, whatever it is you are proposing must be of value to them.
Remember, before your target market agrees to participate in your permis-
sion marketing campaign, they will stop and ask themselves “What’s in it for
me?” If they see no benefit in participating, then they will not participate—
it’s that simple.

Chapter 3 discusses many ways to encourage repeat visits to your Web site.
Repeat-traffic generators provide great opportunities for permission market-
ing. A few examples include:

• “We update our Open House Listings every Thursday! Click here to
join our e-club to be notified as soon as we update.”

• “Click here to join our e-club and receive our biweekly newsletter filled
with coupons, mortgage rate information, and real estate tips.”

• “Join our e-club to receive member-only special reports and updates on
Tucson price trends, Just Solds, mortgage rates, Open Houses, and other
hot real estate news.”

With the spam legislation rapidly evolving in the industry, I expect that the
next round will allow you to send only those things that people have specifi-
cally requested. That is, if someone has given you permission to send them your
Open House updates, you don’t have their permission to send your newsletter
or your Real Estate Trend Report.
It might be a good idea to consider integrating your permission marketing
requests with an e-club. If you have an e-club and encourage people to “Join our
e-club to receive our Real Estate Trends Report, Just Listed, Just Sold, Open Houses,
and other great information available only to e-club members,” you are essen-
tially getting umbrella permission to send all types of marketing information.
Permission marketing is extremely effective because it’s not intrusive. Your
target market volunteered to receive your information because it is of interest to
them. Because of this, your target market is expecting to receive your informa-
tion and is more likely to take the time to view it and be receptive to it.
Always make sure your offer is something valuable to your niche market
and is specifically of interest to them. Make sure the offer is positioned appro-
priately on various pages of your Web site. It should be above the fold—your
visitor should not have to scroll down to be provided with the enticing offer.
Grab the visitor’s attention to the offer with the graphics, the color, a great
headline, and a call to action.

72 101 Ways To Promote Your Real Estate Web Site (realestate.maxpress.com)

When implemented correctly, permission marketing can be a valuable asset
in acquiring new customers and maintaining relationships with existing ones.

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