logic classroom session 1 11-9-09
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At the intersection of Real Estate, Marketing, and Technology
Presented by:
David Friedman,
Founder & President
Web Based Lead Generation
11/9/09
Overview• Online real estate lead generation process• Searching for Real Estate online• User/searcher/client experience• Lead conversion• Tools to successfully incubate and close online
leads• Understanding conversion rates • Staying connected and bringing users back• Social media• Blogging• Questions
www.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
SEOContent• New, updated content• Topic specific• Attract links
Code
<Head> (Mostly Invisible)– Title Tag– Description Tag– Keyword Tag (Less important)
<Body> – <H1> Headline Tag– <H2> Sub-headline– Paragraph Text
• Bold• Underlined
– Links– Link Text
Voting/Counting• Content Volume• Keyword density• Keyword Prominence
Linking
www.bostonlogic.com
Page 1: Worcester Real Estate
Page 3: Worcester Real Estate
Page 2: Worcester Real Estate
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 Capture
Lead 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
Getting them to come backEmail Communication• Daily email updates• Newsletter• Drip email
Resources• Tools• Saved
Favorites• Calculators• Information• Search• Photos
www.bostonlogic.com
Social Media• Facebook• Twitter• Linked In
Blogging• RSS
Social Media
• Sociology and technology
• Fosters Dialogue• Fosters relationships• User generated content• Cheap
www.bostonlogic.com
Leveraging Social Media
• Make connections• Syndicate content• Economies of scale• Generate website traffic• Engage users/community• Position yourself as an expert• Improve search engine ranking
Result:• Find new customers!
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
Blogs
Why are blogs so popular?1. Highly search engine optimized
2. Easy to edit and post
3. Cheap
4. Support social media very well
5. Content syndication (spread the gospel)
6. Pull, not push
Upcoming LogicClassroom on Blogging 12/8/09
www.bostonlogic.com
Complete OnlineSales Process
Your website
CRM
www.bostonlogic.com
• Effective Blogging - 12/8/09How to turn a blog into a traffic and lead generating machine.
• Leveraging Social Media - 1/12/10Teaching agents how they can leverage free social media to generate leads and a loyal client following.
• Search Engine Marketing 101 - 2/9/10The basics of Search Engine Optimization and Pay-Per-Click advertising. Realtors will learn how traffic is efficiently driven to their website from search engines like Google, Yahoo, and Bing.
Questions
? ? ? ?
www.bostonlogic.com
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