This is worth a read IF your site is not producing enough leads for you.
http://swiftcrm.com/does-your-website-need-to-be-fired-may-13-2010-newsletter
Also, here's a lesson to learn from. I'm going to be sort of honest, even though it will make me look bad in one way, in the interest that we all learn from money spent without corresponding return.
Recently, a client of ours (see http://RealEstateMarketing.me ) had us set up the "6 Pillar System" for listings. The only advertising he ran was on Trulia.
This all sounded good at face value, but here's the problem. As best I can tell, about 70% of the traffic on trulia are buyers, but he ran a listing offer. That, coupled with that he was in a small-traffic area (rural USA), meant there were fewer possible viewers, even fewer clicks, and in the end, not a single opt-in.
I've built a lot of landing pages, and they all kick tush, compared to any website. I've built landing squeeze pages that converted as high as 38% of all unique visitors, which in internet marketing terms means in the past I've walked on water without getting my socks wet.
So the problem wasn't the page.
It was alignment of audience. Having taken one on the chin, I offered the client a completely different system and approach that in the end (in his case, even free, as he's a repeat client), will I'm sure will pay off.
The lesson? Marketing is all about: Attention, Interest, Desire, Action.
Set the bar low, the hoops to jump through minimal (read: make the landing page ask for as few fields as possible), set the value high (i.e. see my most recent pages http://TheCollegeMoneyCoach.com - note the instant-on video, 3d covers for perceived value, free offer including "mistakes" which everyone hates to make). This page could convert even higher (see http://equitydebtsolutions.com/welcome-debt/ for another squeeze page, or http://postexpiredhelpla.com/ for an expired listings system.. don't register, it's a real client! Ask me for a tour if you want).
If you give away gold bricks, and all you need to do is enter a zip code, registration will be high. If you ask for the moon, value low, nobody opts in.
And yet, it surprises me how many agents waste leads, waste time, waste money not funneling traffic through a landing page or squeeze page.
Have a great weekend, and may all your listings get signed and sold.
RogerV
Former realtor @ KW turned tech wiz kid, CEO of http://SwiftCRM.com, http://Movoxo.com and the coming-soon http://iSignature.com
P.S. Get on the LinkedIn.com NAR Group if you're not already! See http://www.linkedin.com/groups?home=&gid=102525&trk=anet_ug_hm
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