Don't Back Down on Lead Generation During the Off-Season

Don't Back Down on Lead Generation During the Off-Season

RECBL - Real Estate News

On the east coast, October is a time of transition, when the days get shorter and the nights get colder. Unless you live and work in the Sun Belt, you’re probably seeing similar shifts in the weather-along with slower real estate markets.

Even though it’s tempting to take a break in October, especially after a hectic summer season, it’s also the perfect time to fine-tune your lead generation efforts and rebuild your pipeline. After all, you want to make sure your firm is positioned as a top-of-mind resource when things pick up again.

Here are five ways to do it:

1. Don’t scale back. This is not the time to trim your budget. Consumers need to see your ads again and again. In fact, the Rule of 7 says that a prospect must see or hear your message at least seven times before they’re prompted to take action. By sticking it out during the slower months, you’ll be more likely to capture buyers and sellers interest later, when they’re closer to taking action.

2. Tag along. In addition to holding the course on your current ads, explore ways to create additional impressions with your prospects by advertising on other online platforms. For example, if you always use Google AdWords, try adding Facebook ads to your campaign. Retargeting ads is another way to travel with prospects as they visit other sites. Google AdWords offers this option, and Facebook recently launched a similar product specifically for real estate brokerages.

3. Tweak your message. Instead of running generic real estate ads, get creative. Consider what will appeal to buyers and sellers, especially during the off-season. This includes holiday themes or focusing on a particular niche market. One caveat: If your ads include graphic design elements (photography, fonts, logos, etc.), its best to maintain some visual consistency to reinforce and build upon your brand image.

4. Test and evaluate results. Not sure your new headline will work better than the old one? Try testing them side by side. Called A/B testing, both Google AdWords and Facebook ads have built-in tools that make it easy to set this up. (Most email marketing platforms let you do the same thing: send an initial distribution testing two subject lines, then complete the mailing using the headline that garnered the higher open rate.)

5. Make adjustments. The best part about testing and evaluating is that it allows for constant refinements and stronger results. Yes, it may be faster and easier to keep doing what works, but that approach eliminates the possibility of discovering new and better advertising tactics. Besides, in a constantly changing marketing landscape, standing still actually translates into falling behind.

Marc D. Gould is vice president, Business Specialties, for NAR and executive director of REBAC. A wholly-owned subsidiary of NAR, The Real Estate Buyers Agent Council (REBAC) is the worlds largest association of real estate professionals focusing specifically on representing the real estate buyer. With more than 30,000 active members, REBAC awards the Accredited Buyers Representative (ABR(R)) designation to REALTORS(R) who work directly with buyer-clients.

For more information, please visit REBAC.net.

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Guaranteed increase in quality traffic and sales with 15 underused resources: Part 2

Guaranteed increase in quality traffic and sales with 15 underused resources: Part 2

In part 1 of, “15 underused resources guaranteed to increase quality traffic and sales.", we discussed Content Syndication, Guest Blogging and trackbacks. Today's topics will be Ad footers, Ad Swaps and Email Lists.

4. Ad footers
Ad footer creation is a creative advertising technique which can help bring quality traffic to your website without blowing your marketing budget by splurging on traditional methods of advertising. You will definitely see a positive response and the response you get from it will blow your mind.

If you have a blog that publishes solid content, link advertisements for your site to the solid content by adding a banner at the footer of the blog. Users who visit your blog, will see the clickable banner, or a catchy tagline at the bottom of their browser, which leads back to your site. Footer ads always catch the attention of users. Don’t underestimate the power of this strategy. The mutually beneficial end result will do wonders for your blogs and your site.

Here’s how the tech giant Hotmail employed this growth hack:Hotmail already had about 20,000 users one month after launching in 1996. They added a tagline at the end of any email sent by a Hotmail user that read “Get Your Free Email at Hotmail” and contained a link back to their homepage. As a result, the company user-base skyrocketed to 1 million users within 6 months. This led to a massive growth: 12 million email accounts. Not bad at all.


5. Ad Swaps

Ad Swaps

Using major keywords, search for people who are active in building email lists. It doesn’t matter if your potential partner has a bigger list size than yours, you can still leverage that to swap ads with other list owners.Ad swaps are one of the best ways to attract more traffic quickly, without spending any money. You get the very best, as someone is endorsing your free offer to their subscribers, and you can swap ads multiple times with the same people. Isn’t that cool?


6. Email Lists

Response Magic Email Marketing System

E–mail persists as one of the best ways to communicate with your prospects. Study after study has shown that email marketing has the highest ROI of any marketing channel. According to research from Direct Marketing Association(DMA), the buy rate of email marketing is 1000% higher than social media (such as Facebook and Twitter), and double that of organic search engine marketing (SEO).

It‘s a great tool for social promotion, and an amazing source to drive free additional traffic to your site. If you have a news letter, make sure your visitors sign up for it and start building your list. Set up a subscription path on your website and then deliver your best and most informative content to your subscribers. The more your list grows, the more traffic you’ll be able to send to your latest posts.

Micheal Hyatt, the New York Times best selling author and CEO of Thomas Nelson Publishers, built a multi-million dollar business on the strength of email lists. Here’s how his email list of around 2,700 subscribers mushroomed to almost 115,000 within 3 years.

This is Part 2 of 5 of “15 underused resources guaranteed to increase quality traffic and sales.”

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