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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 basics
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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
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Search Engines
Client Experience – Step 2
Internet
Your website
SearchEngine
Step 1 Step 2
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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
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Listing Search
Client Experience – Step 4
Internet
Your website
SearchEngine
Step 1 Step 2
Register
Step 3
CRMSystem
Step 4
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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
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Bring leads back to your siteEmail Communication• Daily email updates• Newsletter
Resources• Tools• Saved
Favorites• Calculators• Information• Search• Photos
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Complete OnlineSales Process
Your website
CRM
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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.
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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.
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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
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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!”
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Questions
? ? ? ?This presentation will be online at:
RealEstateSEO1.com
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