session 1 - web-based lead generation
DESCRIPTION
Session #1: Web-based Lead Generation * Overview of the online real estate lead generation process * Essential tools to successfully incubate and close online leads * Understanding conversion rates * Search engine marketing basics * Email marketing basicsTRANSCRIPT
At the intersection of Real Estate, Marketing, and Technology
Presented by:David Friedman,
Founder & President
Web Based Lead Generation
1/12/09
Overview• Online real estate lead generation process• Searching for Real Estate online• Search engine marketing basics• User/searcher/client experience• Lead conversion• Tools to successfully incubate and close online
leads • Understanding conversion rates • Email marketing basics
• Questionswww.bostonlogic.com
Start of the search
Where do potential clients start their search for real estate on the web?
Search engines are the gateway to the internet
www.bostonlogic.com
Search Engines
Client Experience – Step 2
Internet
Your website
SearchEngine
Step 1 Step 2
www.bostonlogic.com
Your website• Engaging or *Sticky*• Interactive• Information resource• Draw the user back
for repeat visits• Your website should be
the user’s ‘Go To’ source during their buying or selling process.
Listing Search
Client Experience – Step 3
Internet
Your website
SearchEngine
Step 1 Step 2
Register
Step 3
www.bostonlogic.com
Lead CaptureLead Signup• Account creation• Contact form• Schedule a showing• Home valuation form• Sign up for Blog
www.bostonlogic.com
Listing Search
Client Experience – Step 4
Internet
Your website
SearchEngine
Step 1 Step 2
Register
Step 3
CRMSystem
Step 4
www.bostonlogic.com
Lead Management/CRMFeatures• User Tracking• Deal Tracking• Property Updates• Schedule Showings• Contact listing agent• Newsletter
Benefits• Organize pipeline• Focus your time on the
best leads• Know your customer better
Closing %
Client Intelligence
www.bostonlogic.com
Bring leads back to your siteEmail Communication• Daily email updates• Newsletter
Resources• Tools• Saved
Favorites• Calculators• Information• Search• Photos
www.bostonlogic.com
Complete OnlineSales Process
Your website
CRM
www.bostonlogic.com
The Math
Conversion Rate = Leads / Visitors
The conversion rate provides a measure of the effectiveness of your website
Cost Per Click = Ad Buy / Clicks
Easy to calculate or choose for PPC. Must be calculated for PPM.
www.bostonlogic.com
The Math Cont’d
CTR = Clicks / Impression
Click through rate is used to judge the effectiveness of an advertisement or ad copy.
Cost Per Lead = CPC / Conversion Rate
Cost per lead allows you to compare the effectiveness of one marketing medium to another.
www.bostonlogic.com
Example
Media Imp Clicks CTR CPC CostConversion
Rate Cost/Lead
PPC
- Somerville Condos 2000 100 5.00% $0.75 $75.00 5.00% $15.00
- Somerville homes 3000 300 10.00% $0.40 $125.00 4.40% $9.09 - Arlington Real
Estate 4000 40 1.00% $1.00 $40.00 4.00% $25.00
Website 1 5000 20 8.00% $10.00 $200.00 10.00% $100.00
Website 2 4000 80 2.00% $3.75 $300.00 6.60% $56.82
www.bostonlogic.com
eMail Marketing Basics• Effective Subjects
– Provocative– Engaging
• Effective Headlines– Grab the reader– Ask a question– Challenge an assumption
• Segment your content– Help the user skim to find the
content that appeals to them• Unique to Real Estate – Daily
property updates
Subject: Fantastic Values, New Listings, Investment Opportunities
Headline: “Changes in the Cambridge Real Estate Market uncover never seen before deals!”
www.bostonlogic.com
Questions
? ? ? ?This presentation will be online at:
RealEstateSEO1.com
www.bostonlogic.com