Marketing Plan in 30 Days: Day 16
Creating a pretty website is easy. Stock photos and videos provide simple, cheap solutions to building a beautiful website without much work. However, there’s one factor in the commercial real estate website that’s largely overlooked. Your website should convert. But what does this mean?
Your website should be primed to offer many ways for a visitor to enter his or her contact information. This should be your primary goal – getting leads.
Easy concept, but difficult in practice.
1. eBook / White Paper Offer. The most tried and true method of lead capture is the eBook / White Paper. This is a large article (5-10 pages) of advice that your target market would find interesting. For example, if your target market is industrial owners in San Diego, you may write, “10 Things You Don’t Know About San Diego’s Industrial Market.”
My websites come with 4 eBooks to choose from! Choose between eBooks specifically written for general, investor, landlord, and tenant representation.
2. Listings & Leads. There are several ways to do this. With most IDX integrations, your listings will show with your contact information on the side. Some IDX services will allow your visitors to view all listings in their database without the contact info of competing agents.
My CRE Listings plugin (only available from Calico Marketing) will allow you to control the photos, information, and contact info directly on your website. It can be set to require contact info in exchange for the PDF brochure. It also has a contact form that will immediately notify the individual agent of his or her listing inquiry.
3. Blogging / Content Creation. Blogging is mostly about attracting new traffic to your website, but it can also convert. Utilize the sidebar to attract visitors to your white paper, listings, newsletter, or other ways they can contact you.
4. Newsletters / Mailing Lists. Personally, I believe e-newsletters are key to getting “just browsing” consumers to switch from non-clients to clients. Regularly keeping in touch with your potential clients will keep you top-of-mind when they’re ready to sell that building or move into a new space. Offer your newsletter or “market announcement” signups on each page of the website. The trick to getting these forms to convert is requesting an email and MAYBE a first name. Folks that fill this out don’t have time right now to do more than that.
5. Other Contact Forms. Everyone should have a “contact form” on the “Contact Us” page, that’s standard. It’s a non-threatening way for someone to get in touch. I may not want a full sales pitch today, but I may want a few pieces of information to help me get closer to a final buy/sell/lease decision. Don’t require things like phone numbers – you may end up with a lot of 555-555-5555 since not everyone wants to speak right away.
Other ideas for a contact form, “Request a Market Analysis” “Get a Free Property Valuation” or “Get Added to our Buyers Network”. You can put different fields for each of these contact forms to get some specifics on their goals, interests, and current real estate portfolio.
6. The line between stingy and over-doing-it. Personally, I absolutely hate websites that require my information to VIEW content. Pop-ups can be annoying – I feel one pop-up is OK, but every five-minutes is over-kill. The other side of the spectrum is a website that’s difficult to find contact info. These are the ones with maybe one contact form with no phone number or address. You want to be in a happy middle of not trying too hard and not trying at all.
On to Day 15: SEO Basics for Commercial Real Estate Websites *Not Written Yet*