Designing Your Landing Pages! Setting Up Your Marketing

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1 Review Identify and analyze a profitable niche market! Identify and analyze the competition! Develop a Unique Value Proposition! Create a pre-listing presentation! Build a database of homeowners! Types of offers! Writing offers! Promoting offers

2 Designing Your Landing Pages!! Setting Up Your Marketing

3 What is a Landing Page? A landing page is a specialized, single page web site with no navigation menu.! It is used for a single purpose - and with a specific goal in mind. So why do we need them?

4 The Problem Lots of agent websites fail to generate leads.

5 How Sellers Found Their Agent Referred by (or is) a friend, neighbor or relative - 41% Used agent previously to buy or sell a home - 23% Personal contact by agent (telephone, , etc.) - 4% Visited an open house and met agent - 4% Referred by another real estate agent or broker - 4% Internet Web site - 3% Saw contact info on for sale/open house sign - 3% Referred through employer or relocation company - 3% Walked into or called office - 2% Direct mail - 2% Newspaper, Yellow pages or home book - 2% Advertising specialty (magnet, calendar, etc.) - 1% Other - 6%

6 1 Desired Action 28 Distractions Attention ratio - 28:1

7 If most sellers only interview one to two agents, they certainly aren t going to go online and look through hundreds of web sites with dozens of menu options!

8 The Solution A single-purpose landing page.

9 1 Desired Action! 1 Action Item Attention ratio - 1:1

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11 Elements of a High-Converting Landing Page Headline! Clarity! Social Proof! Forms! Directional Cues! Clear Call-to-Action

12 Headlines Ad Headline = Landing Page Headline Supporting subhead to provide! more information.

13 Clarity = Conversion

14 Clarity Offer of educational videos Where s the social proof? Contact Us?! Why not View a Video? Which video applies to me?

15 Clarity Clearly defines the offer Clear Call-to-Action Let s visitor know what to do next. Provides social proof

16 24 Jelly Samples 3% bought jelly

17 6 Jelly Samples 10x 30% bought jelly

18 Social Proof When possible, use photos, names and street names!! When no photos or testimonials are available, simple say,! dozens of your neighbors,! Other homeowners in your neighborhood,! Join your neighbors

19 Forms

20 Forms

21 Your form should be able to stand alone on the page. Introduce the purpose of your form before you ask people to fill it out.

22 Directional Cues Direct attention to the specific action you want the reader to take.

23 Directional Cues Get My FREE Report!

24 Directional Cues Get My FREE Report!

25 Directional Cues Get My FREE Report!

26 Directional Cues Get My FREE Report!

27 Directional Cues Get My FREE Report!

28 Clear Call-to-Action 1. KISS! 2. Describe exactly what happens when they click! 3. You ll receive your custom market report by clicking on the button and providing your address.

29 Powerful and Descriptive Headline Complimentary supporting sub-header CTA that describes what they will get Urgency Statement Bullets for clarity! Another bullet! Another bullet Testimonial that provides social proof and encourages action. The Fold

30 10 minute break

31 Setting Up Your Marketing

32 Setting Up Your Marketing Creating your lists! Segmenting your lists! Linking your landing page to your list! Setting up your nurturing campaign! Developing your nurturing campaign!...a little bonus.

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34 Create a unique list for every ad source Enter your address Enter your name Remind subscribers how they got on your list.

35 Matching Ads to Landing Pages to Lists Postcard A Landing Page for Postcard A List for Postcard A

36 Matching Ads to Landing Pages to Lists Facebook Ad with Red Sign Landing Page for Facebook Ad with Red Sign List for Facebook Ad with Red Sign

37 List Segmentation Ad Offer Opt-in Form Mailing List Yes, I want my FREE Market Reports! First Name Address Street Address City State

38 List Segmentation The Wrong right message to the right group at the right time

39 List Segmentation Mailing Lists Which ads generate the most leads?! Am I getting an acceptable ROI?! Should certain ads/landing pages be redesigned and tested?

40 Linking Your Landing Page to Your List

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46 Setting Up Your Nurturing Campaign

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54 Sign Up! Thank You! 1st Report Follow-Up! 2nd Report

55 Developing Your Nurturing Campaign is not free.

56 You have a limited amount of reserve capital with your audience

57 How to Write s That Build Your Reserve Capital 1. Keep them interesting.! 2. Keep them brief.! 3. Keep them relevant.

58 Keep Your s Interesting Start with an attention-grabbing subject line! Focus on the reader s interests! Make it conversational! Provide value

59 Keep Your s Brief Get to the point quickly! Limit your s to 5 sentences - about 150 words! Use bullet points to make scanning easier

60 Keep Your s Relevant Write about the subject of your original offer! Add value through explanation or insights! Make new offers that are relevant to original offer

61 A Step Further... You ve made your offer.! People are responding.! You re building your list.! They visit your web site.

62 What if... You could automatically send relevant s! based on which web site pages they viewed?

63 You can. Goal feature allows you to segment your list based on pages visited, or pages they didn t visit.

64 For example... A subscriber to your monthly market report! clicks the link for your pre-listing presentation! that is embedded into your web site! so they begin to receive targeted s about your services! along with testimonials, and stronger call-to-actions.

65 Or... A subscriber to your monthly market report! visits your web site and reads an article about how buyers evaluate homes! so they begin to receive s about how you prepare seller s homes to stand out! along with testimonials related to your expertise and track record! and stronger call-to-actions.

66 Let s Expand On This... You could write blog articles appealing to various segments of your niche.! You promote those articles on Facebook, LinkedIn, wherever!! People (subscribers) who are interested visit your web site to read the article.! They are automatically followed up by with additional relevant content.

67 That s it.

68 That s how you build an automated lead generation system.

69 Thank you.

70 Agent Success Tools