This is the third in our series of online marketing tips for real estate.
What is permission based marketing? Permission based marketing comes from a phrase that was quoted by Seth Godin. Seth has been called “America’s greatest marketer” by American Way Magazine and has been a staple for many of us marketing types for years. Seth defines permission based marketing as “the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.” Read more about Seth’s philosophy on his blog.
Getting Permission is a process by which you’re asking a lead to opt-in, to knowingly sign up to receive more information from you. Most real estate web visitors are looking for very specific information, namely: 1) what is my home worth? And 2) what homes are available in my area? If you can offer web visitors what they’re looking for, they become much more likely to share their contact information with you by filling out a simple registration form.
Registration forms come in many shapes and sizes, but the end goal is to identify which web visitors want to receive more information from you. A simple name and email is all it takes to establish a permission-based marketing relationship. By placing registration forms strategically throughout your site, web visitors are more likely to identify themselves during their session.
Staying Relevant means providing the information your lead has asked for. It is important to remember that being given a name and an email address isn’t carte blanche to send 1000’s of emails a day of irrelevant information (aka spam). As Seth explains, having someone’s contact information is a privilege and a responsibility.
Providing relevant information is easier than you might think. Everyday communication tools can be used to provide engaging and relevant content. Use automated drip email campaigns to deliver buyer tips for buyers, and seller tips for sellers. Newsletters and email updates are perfect for broadcasting timely market news. All of these outbound communications should link back to your website and blog, where you have even more opportunity to provide relevant real estate information.
Okay, but how does that translate into your business and something that you can use. Framed this way it may make a little more sense; buyers and sellers are coming to your site in search of information and there are several ways or level in which they can tell you that they want to engage with you.
When it comes to permission-based marketing, the thing to remember is the permission part. These leads have asked for specific information and giving it to them is the key.
With Real Pro Systems integrated solutions, you have a wide variety of tools to help you identify web visitors, provide information they want and need, and convert these leads into real business. Whether you are seasoned professional or just getting started, Real Pro Systems has a selection of permission-based marketing solutions to help you grow your business.
VisiStat is a website analytics toolset that is included with EVERY Real Pro Systems website. It provides powerful visibility of who is coming to your website, and what got them there!
