Discover This List Marketing Strategy That Produces Higher Online Conversion Rates

As a follow-up to our last post on The Power List Marketing Tool For Your Company Website, this post will identify the strategy behind your list marketing plan. While some real estate agents use an email campaign to try to create more sales, very few have developed a long-term strategic intent for delivering the potential that list marketing offers.

First of all, if you have not read the article on the 3 Buying Stages On The Internet, I would recommend you read and understand what this report shares about how visitors to your website will arrive. Most do not show up ready to make a buying decision, so prudent REALTORs have learned to use list marketing as a way of maintaining contact with the valuable “early arrivals” at a real estate website.

A Strategic List Marketing Plan

The primary goal of list marketing is to increase sales. Most people understand that right away. But the best way to go about list marketing usually eludes most established real estate agents. Rather than create “an auto-responder” that “goes for the throat,” the best use of list marketing involves a long-term approach designed to increase interaction between the prospective customer and your real estate website, where the consumers are most likely to reach out to you.

Think of your lists as large pools of people who have some level of interest in your real estate market, then everything you do with your list marketing plan is to provide more information that these types of people will need in their process of buying or selling a home. If increasing sales is the primary goal of list marketing, then the primary purpose of list marketing is to drive your subscribers back to your real estate website to keep them engaged and "working with you" until they are ready to hire a real estate agent.

Think about list marketing as a long-term, sequential infomercial, where you send short emails containing questions and information about typical consumer concerns, and include a link to the relevant page on your website that contains “more information” for the consumer. If your website does a good job of providing brilliant content, then the subscriber will most often see value in your emails and will be willing to continue to receive them.

Do not be tempted to “sell” very often from your emails, perhaps just one in every five emails at most should ask for an appointment. What you want is the subscribers on your lists to remain engaged, and this will only occur if they see value in what you are sending. The big temptation is to sell too often, and all that does it increase your subscriber cancellation rate.

6/20/11 Thinking of CC'ing Your Subscribers? Think Again!

6/17/11 Do This! (Not That) For Better Email Delivery

6/15/11 4 Best Practices for Web Forms

6/13/11 What to Do About Low Email Delivery Rates

6/10/11 iPhone Tips for HTML Email

6/9/11 The Many Benefits of Engaging People's Curiosity in Your Emails

You May Also Be Interested In ...

• Great List Marketing Isn’t An Accident
• Aweber: The Power List Marketing Tool For Your Company Website
• The Internet Squeeze Is Two Months Old
• How To Follow-Up With Your Online Visitors
• Company Websites Need To Move Beyond The Home Page

Joe Manausa, MBA
Century 21 Manausa & Associates
www.manausa.com

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