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 Questions www.bostonlogic.com

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

Questions

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

Where do potential clients start their search for real estate on the web?

Client Experience Internet Search Engine Step 1 www.bostonlogic.com

Search Engines

Client Experience – Step 2 Internet Your website Search Engine 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.

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.

Client Experience – Step 3 Listing Search Internet Your website Search Engine 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

Lead Signup

Account creation

Contact form

Schedule a showing

Home valuation form

Sign up for Blog

Client Experience – Step 4 Listing Search Internet Your website Search Engine Step 1 Step 2 Register Step 3 CRM System Step 4 www.bostonlogic.com

Lead Management/CRM Features 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

Features

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 %

Bring leads back to your site Email Communication Daily email updates Newsletter Resources Tools Saved Favorites Calculators Information Search Photos www.bostonlogic.com

Email Communication

Daily email updates

Newsletter

Resources

Tools

Saved Favorites

Calculators

Information

Search

Photos

Complete Online Sales Process Your website www.bostonlogic.com CRM

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. www.bostonlogic.com

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.

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. www.bostonlogic.com

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.

Example www.bostonlogic.com $56.82 6.60% $300.00 $3.75 2.00% 80 4000 Website 2 $100.00 10.00% $200.00 $10.00 8.00% 20 5000 Website 1 $25.00 4.00% $40.00 $1.00 1.00% 40 4000 - Arlington Real Estate $9.09 4.40% $125.00 $0.40 10.00% 300 3000 - Somerville homes $15.00 5.00% $75.00 $0.75 5.00% 100 2000 - Somerville Condos PPC Cost/Lead Conversion Rate Cost CPC CTR Clicks Imp Media

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

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

Questions ? ? ? ? This presentation will be online at: RealEstateSEO1.com www.bostonlogic.com

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