Below are some simple to use techniques for those of us that are a touch older the the X and Y generations. Simple and to the point. With a little effort and some patience you'll be leading the pack by coupling your expertise with technology. Now dig into your virtual Rolodex and send an email to a CA Realtor and tell them to start working with us today! Happy Hunting out there and don't give up!
Bloggin
Our blog is the most important tool we have for succeeding in the online leg of our business. To most, Blogging is something that a Teenager does when they get home from school. A place to post photos and tell stories. A sort of year book of memories that will be posted forever. Forever. That word is something that resonated in me when we first seriously looked at Blogging and forever is what you should be thinking when reading this section about Blogging.
Why is our Blog powerful? Simple. It's powerful because it's the one and only tool that we can display our knowledge and expertise for the entire world to see...forever. We've spent thousands of dollars on print advertising, knowing full well that it was usually going from the left hand to the right hand to the trash. Simple as that. Obviously we were generating some business leads because of it, however not many. Now we simply post the knowledge and information we want to share on our Blog. Because our Blog is designed in a way that search engines can see it, our audience is now global. If you are posting current and timely information that people are searching for, they'll keep coming back for more. In a sense, you're creating credibility with a potential client before you even meet with them!
Starting Your Own Blog
The first place I would go to start Blogging is http://www.blogger.com/. Simply because it's free and the easiest one to use. Here are a few others to check out as well...from first to worst:
•5. http://peopleconnection.aol.com/
•6. http://home.services.spaces.live.com/
•8. http://www.livejournal.com/
You can literally be up and posting your articles within ten minutes. No joke. You'll probably get caught up in designing your blog the way you want it to look, so don't be surprised if you begin to actually have fun and spend an hour playing with all the tools you'll find. We've found this to be an ongoing thing for about the first month or so.
15 Rules To Blog By
When we started our Blog I was all over the place on the topics I was posting. For the most part you'll see most Blogs are like that. Most successful Blogs however, are not. Here are the rules to live by when starting out:
- Decide on a subject you will be concentrating on.
- Pick a title for your Blog that will describe your subject matter
- Make sure all of your posts will have something to do with the subject of the blog.
- Do not have audio boot up on your Blog (or website for that matter). If you're going to have audio make sure it has a play and pause button that the reader chooses to activate
- In your sidebar, place a Subscribe feature so visitors can bookmark your Blog. This will make it easier for them to revisit and visit often.
- Most Blog providers will have a search feature automatically built into the blog. If they don't get one. The search feature will allow readers to search for particular topics in your blog.
- Tags and Labels are an important tool to use when writing a post. A visitor can click on one of your tags or labels to display all the posts that deal with that subject.
- Linkation to your website. Think of your Blog as a traffic generator and credibility tool. Once you've gained credibility make it easy for your readers to visit your website. Use hyperlinks in your posts back to your site. Think of your website as a tool. A place to put all the business tools and services you provide. Don't confuse your Blog with your website, this seems easier than it sounds.
- Linkation to other Blogs and websites. After or during the writing of your posts, pick words or phrases that you can hyperlink to other Blogs or websites to find out more information on your topic. The more credible links you have on your Blog the higher your search engine ranking will be.
- Invite others to post on your Blog. You don't have to invite another professional that's competing with you, but you can invite vendors or affiliated business professionals to post. This will allow you to share the responsibility of posting and generate organic growth quickly.
- Buy your own domain for your Blog. You're going to be advertising it and search engines will be showing it as a result....might as well create a little more credibility by buying your own Blog domain name. I use http://www.addressbuilders.com/. There are others out there as well like http://www.register.com/ you can use.
- Update your Blog frequently. I actually have a schedule to update my Blog. At least three times a week to start. Having other authors helps with this immensely.
- Don't be afraid to write from an opinion. People are interested in what others are thinking. Using canned content isn't necessarily bad, but it will come across that way and your readers will bounce out much quicker...probably never to return.
- Vist Microsofts free clip art site and upload a picture into each of your posts. Just like children love picture books, your readers will love relevent photos.
- Don't write super long posts and use lists to simplify your content. Titles beginning with: "10 Things..." or "7 Mistakes..." are some examples. Search engine conversions are much better using these as well. I wouldn't make your entire site that way, but sprinkle them in there more often than not.
Follow these 15 rules and you'll be off to a great start. Check out http://www.southbaymarketplace.com/ or http://www.raincityguide.com/ for some examples.
Conversions
The next trick is to use the right conversion tools for leads. There are many to choose from and the simple result you should be looking for is an email address. Once we have an email address we can follow up consistently with informative emails until the conversion turns into a lead. There are many email programs out there that will generate automatic emails to your conversion prospects. Pick one, write ten follow up emails, set it and forget it. The more lines you have in the water, the more fish you will catch...it's that simple. I'll cover more on conversion tools later.
Other Blogging Tools
Obviously I didn't cover everthing there is to know about Blogging here, but it's enough to make you dangerous and effective. Below is a list of other topics to check out once you're up and running. The main thing you should be concerned with in your first 90 days and on into the your future of "Forever" is consistency. Post frequently. Use everyday emails you receive to stimulate topics. Those are the questions people want to read about. Keep a pad of paper next to your bed and when you think of something in the middle of the night write it down...then go back to sleep. Use that as your post the next morning.
Other Topics To Check Out:
•1. SEO ~ Search Engine Optimization
•2. Feeds
•3. Email Subscriptions
•4. Revenue Generators
•5. Avatars
•6. Analytics
•7. Chicklets
If you'd like to learn more about developing an effective blog, feel free to contact us for a free consultation at Info@MyTitleRep.com.
Websites
Your website should be used as a tool. In the past most businesses and business professionals used their website as their only online presence. Since the development of Web Logs (blogging), the typical website has become second fiddle. That being said, it shouldn't be overlooked. Many people have replaced their website with a Blog completely, but that is something that should never be done in business. Your website is the place to make your products and/or services shine. It's a place that you want the readers of you Blog to end up. Once one of your Blog readers walks their mouse over to take a click on your website link, they've subconsciously flipped the switch from "who is this person" to "this person seems credible...I'd like to find out more." If they land on your website page and it's not a well oiled machine with leather interior and a navigation system you've lost them. You need to grab that visitor and compel them to stay and look around a bit. Maybe even send you and email or fill out one of your conversion tools.
I work in the real estate industry, so I'm going to use real estate agents as an example. But, I want you to keep in mind that this applies to any business that wants to succeed or continue to succeed in the very near future.
So often I hear real estate agents say to me, I need a new website or I got ripped off because my website doesn't do Jack for me. My question to them is "What did you expect it to do?" The typical answer is to generate more business. That's where the rub comes. Most people are led to believe that if you build a website the business will come. Not true! If you build it with the right tools the leads will come and for other businesses/service providers, if you build it with the right information, pricing and credibility the buyers will come.
Just like a brick and mortar business, somebody has to be working the shop. Are we transitioning rapidlyinto an age where more and more people are working from home and on the internet? Absolutely, without a doubt, for certain. But....the same simple truth of having to work your business still applies. You can't just build something online, admire it and wait for the business to come...to a small extent you can, but you still have to work it.
So, what do you do? Simple...work your blog, create engaging conversion tools for your visitors on your website and make sure you follow up with those people until they become clients or tell you to bug off. This requires consistency and somebody working the shop. Technology makes life easier if you apply all it has to offer. Systems and techniques are the key to any successful business. Application and effort is all that is required from you or your employees. Showing up is 80% of the battle! If you'd like to see an example of what I'm talking about go check out our Blog and Website. Visit our Blog at http://www.southbaymarketplace.com/ and our Website at http://www.mytitlerep.com/.
If you'd like to learn more about developing an effective website to go along with you Blog feel free to contact us for a free consultation at mailto:Christian@MyTitleRep.com.
Info Flyers
Online
This is an awesome tool and one that most people overlook. When writing your posts for your Blog, upload an online flyer that has a hyperlink via a word or phrase in a sentence. Create a PDF file that contains survey information, product description, polls, statistics or whatever your business has to share. Important: Make sure that your information and business information is clearly displayed. People will print these out more often than not and keep them. You can even have a map to your office or business on a second page or a featured listing or fantastic loan program. The possibilities here are endless.
Hardcopy
Anything that you print, mail or advertise should have your blog posted on it. More so than your website or both if you feel it's important enough. The link to your Blog should be clearly visible when people go to your website. All hardcopy advertising should contain a lead conversion tool (http://www.callsource.com/, http://www.textmymls.com/, http://www.realestategrowth.com/ ) to generate prospects phone numbers back to you. This will accomplish two things:
- It will allow you to measure the effectiveness of that particular marketing campaign, mailer or advertisement.
- It will allow you to follow up with warm leads. Many professionals are afraid to follow up with a lead in this fashion.
Some sales people are afraid of the prospect being upset that they are calling them when they really aren't expecting it. Because of this we've created a brief dialogue that we use to begin dialogue: "Hi. This is (your name) with (company). I noticed you were looking for more information about (product/service/listing). This system allows me to call you back and see if I can answer any more questions you might have. Would it be okay if I told you a little bit more about (product/service/listing)?
You've accomplished three things here. You've identified yourself, explained how you gained access to their number and asked for permission to engage in dialogue. If this is still something that makes you feel uncomfortable then you should consider looking for a new career ...seriously...sales is definitely not for you.
Conversion Tools
This is a very robust topic and one that can take up a lot of time. I'm going to boil it down to the salt. Online conversion tools are simply the engines that drive leads into your business. They must be compelling, provide value and if at all possible be interactive.
I'll start simple. Write a report or provide statistics and information about your product or service. It can be about anything that deals with what you're selling or providing as a service. Pick topics that are current and presently popular. Create a sign up form to gather your reader's information. At the very least get their email. Use a data collector that makes them use a valid email to send the report to. They get the report and you get the warm lead as well as a subject matter (the report) to go back to them with. Create another conversion link within that report that makes them interact with you even more. An audio postcard or two minute podcast link. There's a great product I've used over the years that allows us to record via the phone and post on any webpage. You can check it out at http://ia.mytitlerep.com/. It's very cool and simple to use.
Avatars are all the rage right now. Wikipedia defines Avatars as: a computer user's representation of himself or herself. Will your Avatar make you money...probably not. Can it be used to generate a lead...definitely. It's easier for me to show you an interactive Avatar than explain it.
Visit Roxy at http://newlisting.mastermymarketing.com/
or
Reef at http://www.mytitlerep.com/
Make sure you ask Reef some questions. He loves talking to people. You can also see both of them at http://www.southbaymarketplace.com/.
Roxy and Reef are virtual assistants to our team and provide our clients and customers valuable information. They also pull our visitors in and ask for the lead. Since they are programmed with artificial intelligence our visitors can communicate with them. We can also program them to answer questions on particular subjects. This is a valuable tool for any business professional wanting to keep people on their website as well as keep them coming back.
If you'd like to learn more about developing effective conversion tools feel free to contact us for a free consultation. Info@MyTitleRep.com.
Listing Presentations
Something to consider when working with a new seller. How motivated are they to sell. Questions to ask:
- Why are you selling?
To see how much they can get for their home or to test the market is unacceptable and a waste of your time.
- Where are you moving?
If they're serious about moving they will know where they are moving to.
- How much do you want to list your house for?
In a Sellers marketyou can use comparables to set a sales price
In a Buyers market you must use what the competition is price at and inventory in months supply to determine a price that will get the home shown.
Once you've determined that they are serious about selling you're ready to compete for the listing. There are a few tricks to wining a listing. You must know what your competition is doing to win listings and you must win every time.
If you'd like to learn more about wining the listing 90% of the time, contact us at Info@MyTitleRep.com.
Domains
The possibilities are endless when it comes to what you can do online. Before you go and put all the effort necessary into the online leg of your business, make sure you've decided on and purchased a domain for it. Buy separate domains for your blog(s) and anything else you'll be promoting online.
Stay away from your name or trendy names like http://www.snidee.com/ . Stick with relevant names. Geographical names are great or something that describes your business like http://www.southbaytitle.com/ or http://www.homeofthequeenmary.com/.
By promoting your own domain along with your business it will allow you to own all of your marketing efforts. One mistake I see professionals do all the time is buy their own domain, build their online presence and continue to use their yahoo, gmail, cox, aol or other service provider's email address. What's up with that? It's like nails on a chalkboard to me. That's like wrapping a gift, signing the card and deliberately leaving it at home. Think about how much you email. Every time somebody sees your email address they are reminded of your website and business, but not if you're using one of the above mentioned service providers.
There are many companies out there that provide domain names. Here are a two that I've used: http://www.addressbuilders.com/ and http://www.register.com/.
Must Have Software
We think one of the biggest mistakes people make in business is not being self sufficient in all aspects. Okay, maybe it's impossible to accomplish all, but you can come close. Laziness and time are probably the biggest culprits in this area, but if you take three months of spare time out of you life and learn a few programs you can function quite easily on your own in the marketing world. We recommend Microsoft products to our clients because most are already familiar with their operating system.
Here's the list:
- Microsoft Outlook - Contact Management
- Microsoft Word - Word Documents
- Microsoft Publisher - Publishing/Marketing
- Microsoft Excel - Spreadsheets/Database Management
- Microsoft FrontPage or Adobe Dreamweaver - Web design
- Adobe Acrobat Reader - PDF Converter
- Adobe Photoshop - Photo Editing
These software products will require an upfront investment, however any business you start will require start up funds and in the big picture this cost will be nominal. This is a must if you plan on surviving through the Gen X and Y generations competing with you. At the bare minimum buy the Microsoft products first (Microsoft Small Business or Professional pack will have most of them). You can get them for Macintosh computers as well. Adobe Acrobat Reader is free online at http://www.adobe.com/products/acrobat/readstep2.html.
The new breed of business professional will know these products in and out because they're like pen and paper to us. In fact, they'll probably be using even more sophisticated programs. Though the new software tools are cool and have a ton of bells and whistles, they aren't necessary to run with the pack or even lead it. You have experience and more confidence than the younger generations, couple that with a bit of a learning curve and you will overcome and succeed.
Email Marketing
Email marketing has come a long way. Simply put...it's effective. Even if your client or prospect doesn't open your email, they still see your name in the from section of their email program. You can track who opened your email, filter through remove requests, design beautiful newsletters or reports and so much more. It's an easy and effective way to stay in front of your clients on a regular basis. Here's a list of companies that provide email marketing services from first to worst:
- iContact ~ http://www.icontact.com/
- Benchmark ~ http://www.benchmarkemail.com/
- Stream Send ~ http://www.streamsend.com/
- Campaigner ~ http://www.campaigner.com/
- Bronto ~ http://www.bronto.com/
- Vertical Response ~ http://www.verticalresponse.com/
- Jango Mail ~ http://www.jangomail.com/
- Constant Contact ~ http://www.constantcontact.com/
- Email Brain ~ http://www.emailbrain.com/
- Email Labs ~ http://www.emaillabs.com/
Budget
How much is all this technology going to cost me? Something we all are concerned about...our budget.
Let's break it down:
- Blog ~ Free
- Website ~ $0 - $1,000's
- Domain ~ $9.95 each per year
- Email Marketing ~ $9.95 per month
- Avatars ~ $500 per year
- Hosting ~ $3.95 per year
- Software ~ $500-$1,000
- Lead Generator ~ $360 per year
- Website Audio ~ $360 per year
- Your Time To Input ~ Effort and Patience
Yearly Grand Total: $2353.30 not including website
Monthly Grand Total: $196.10
Summary
For $5000 ($416.66 per month) you can and will be able to set up an effective online business that will be generating leads back to you within three months...depending on the amount of effort you put into it. I know of real estate agents that throw away thousands a month in print advertising and don't get the amount of leads that most do online. I hope this helps and keep in mind that though I work in the real estate world these principles cross over into any form of online business and can drive leads back to you the exact same way. Happy Hunting!
Copyright 2007 - Master My Marketing
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