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At the intersection of Real Estate, Marketing, and Technology Presented by: David Friedman, Founder & President Web Based ...
Overview <ul><li>Online real estate lead generation process </li></ul><ul><li>Searching for Real Estate online </li></ul><...
Start of the search <ul><li>Where do potential clients start their search for real estate on the web? </li></ul>Search eng...
Client Experience Internet Search Engine Step 1 www.bostonlogic.com
Search Engines
SEO <ul><li>Content </li></ul><ul><li>New, updated content </li></ul><ul><li>Topic specific </li></ul><ul><li>Attract link...
Client Experience – Step 2 Internet Your website Search Engine Step 1 Step 2 www.bostonlogic.com
Your website <ul><li>Engaging or * Sticky* </li></ul><ul><li>Interactive </li></ul><ul><li>Information resource </li></ul>...
Client Experience – Step 3 Listing Search Internet Your website Search Engine Step 1 Step 2 Register Step 3 www.bostonlogi...
Lead Capture <ul><li>Lead Signup </li></ul><ul><li>Account creation </li></ul><ul><li>Contact form </li></ul><ul><li>Sched...
Client Experience – Step 4 Listing Search Internet Your website Search Engine Step 1 Step 2 Register Step 3 CRM System Ste...
Lead Management/CRM <ul><li>Features </li></ul><ul><li>User Tracking </li></ul><ul><li>Deal Tracking </li></ul><ul><li>Pro...
Getting them to come back <ul><li>Email Communication </li></ul><ul><li>Daily email updates </li></ul><ul><li>Newsletter <...
Social Media <ul><li>Sociology and technology </li></ul><ul><li>Fosters Dialogue </li></ul><ul><li>Fosters relationships <...
Leveraging Social Media <ul><li>Make connections </li></ul><ul><li>Syndicate content </li></ul><ul><li>Economies of scale ...
eMail Marketing Basics <ul><li>Effective Subjects </li></ul><ul><ul><li>Provocative </li></ul></ul><ul><ul><li>Engaging </...
Blogs <ul><li>Why are blogs so popular? </li></ul><ul><ul><li>Highly search engine optimized </li></ul></ul><ul><ul><li>Ea...
Complete Online Sales Process Your website www.bostonlogic.com CRM
<ul><li>Effective Blogging  - 12/8/09 How to turn a blog into a traffic and lead generating machine. </li></ul><ul><li>Lev...
Questions <ul><li>?   ?   ?   ? </li></ul>www.bostonlogic.com
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Logic Classroom Session 1 11-9-09

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Online lead generation for real estate agents and brokers. Learn about social media, SEO, and lead farming for real estate agents and brokers

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Transcript of "Logic Classroom Session 1 11-9-09"

  1. 1. At the intersection of Real Estate, Marketing, and Technology Presented by: David Friedman, Founder & President Web Based Lead Generation 11/9/09
  2. 2. Overview <ul><li>Online real estate lead generation process </li></ul><ul><li>Searching for Real Estate online </li></ul><ul><li>User/searcher/client experience </li></ul><ul><li>Lead conversion </li></ul><ul><li>Tools to successfully incubate and close online leads </li></ul><ul><li>Understanding conversion rates </li></ul><ul><li>Staying connected and bringing users back </li></ul><ul><li>Social media </li></ul><ul><li>Blogging </li></ul><ul><li>Questions </li></ul>www.bostonlogic.com
  3. 3. Start of the search <ul><li>Where do potential clients start their search for real estate on the web? </li></ul>Search engines are the gateway to the internet www.bostonlogic.com
  4. 4. Client Experience Internet Search Engine Step 1 www.bostonlogic.com
  5. 5. Search Engines
  6. 6. SEO <ul><li>Content </li></ul><ul><li>New, updated content </li></ul><ul><li>Topic specific </li></ul><ul><li>Attract links </li></ul><ul><li>Code </li></ul><ul><li><Head> (Mostly Invisible) </li></ul><ul><ul><li>Title Tag </li></ul></ul><ul><ul><li>Description Tag </li></ul></ul><ul><ul><li>Keyword Tag (Less important) </li></ul></ul><ul><li><Body> </li></ul><ul><ul><li><H1> Headline Tag </li></ul></ul><ul><ul><li><H2> Sub-headline </li></ul></ul><ul><ul><li>Paragraph Text </li></ul></ul><ul><ul><ul><li>Bold </li></ul></ul></ul><ul><ul><ul><li>Underlined </li></ul></ul></ul><ul><ul><li>Links </li></ul></ul><ul><ul><li>Link Text </li></ul></ul><ul><li>Voting/Counting </li></ul><ul><li>Content Volume </li></ul><ul><li>Keyword density </li></ul><ul><li>Keyword Prominence </li></ul><ul><li>Linking </li></ul>www.bostonlogic.com Page 1: Worcester Real Estate Page 3: Worcester Real Estate Page 2: Worcester Real Estate
  7. 7. Client Experience – Step 2 Internet Your website Search Engine Step 1 Step 2 www.bostonlogic.com
  8. 8. Your website <ul><li>Engaging or * Sticky* </li></ul><ul><li>Interactive </li></ul><ul><li>Information resource </li></ul><ul><li>Draw the user back for repeat visits </li></ul><ul><li>Your website should be the user’s ‘Go To’ source during their buying or selling process. </li></ul>
  9. 9. Client Experience – Step 3 Listing Search Internet Your website Search Engine Step 1 Step 2 Register Step 3 www.bostonlogic.com
  10. 10. Lead Capture <ul><li>Lead Signup </li></ul><ul><li>Account creation </li></ul><ul><li>Contact form </li></ul><ul><li>Schedule a showing </li></ul><ul><li>Home valuation form </li></ul><ul><li>Sign up for Blog </li></ul>www.bostonlogic.com
  11. 11. 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
  12. 12. Lead Management/CRM <ul><li>Features </li></ul><ul><li>User Tracking </li></ul><ul><li>Deal Tracking </li></ul><ul><li>Property Updates </li></ul><ul><li>Schedule Showings </li></ul><ul><li>Contact listing agent </li></ul><ul><li>Newsletter </li></ul><ul><li>Benefits </li></ul><ul><li>Organize pipeline </li></ul><ul><li>Focus your time on the best leads </li></ul><ul><li>Know your customer better </li></ul><ul><li>Closing % </li></ul>Client Intelligence www.bostonlogic.com
  13. 13. Getting them to come back <ul><li>Email Communication </li></ul><ul><li>Daily email updates </li></ul><ul><li>Newsletter </li></ul><ul><li>Drip email </li></ul><ul><li>Resources </li></ul><ul><li>Tools </li></ul><ul><li>Saved Favorites </li></ul><ul><li>Calculators </li></ul><ul><li>Information </li></ul><ul><li>Search </li></ul><ul><li>Photos </li></ul>www.bostonlogic.com <ul><li>Social Media </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Linked In </li></ul><ul><li>Blogging </li></ul><ul><li>RSS </li></ul>
  14. 14. Social Media <ul><li>Sociology and technology </li></ul><ul><li>Fosters Dialogue </li></ul><ul><li>Fosters relationships </li></ul><ul><li>User generated content </li></ul><ul><li>Cheap </li></ul>www.bostonlogic.com
  15. 15. Leveraging Social Media <ul><li>Make connections </li></ul><ul><li>Syndicate content </li></ul><ul><li>Economies of scale </li></ul><ul><li>Generate website traffic </li></ul><ul><li>Engage users/community </li></ul><ul><li>Position yourself as an expert </li></ul><ul><li>Improve search engine ranking </li></ul><ul><li>Result: </li></ul><ul><li>Find new customers! </li></ul>www.bostonlogic.com
  16. 16. eMail Marketing Basics <ul><li>Effective Subjects </li></ul><ul><ul><li>Provocative </li></ul></ul><ul><ul><li>Engaging </li></ul></ul><ul><li>Effective Headlines </li></ul><ul><ul><li>Grab the reader </li></ul></ul><ul><ul><li>Ask a question </li></ul></ul><ul><ul><li>Challenge an assumption </li></ul></ul><ul><li>Segment your content </li></ul><ul><ul><li>Help the user skim to find the content that appeals to them </li></ul></ul><ul><li>Unique to Real Estate – Daily property updates </li></ul>Subject: Fantastic Values, New Listings, Investment Opportunities Headline: “ Changes in the Cambridge Real Estate Market uncover never seen before deals!” www.bostonlogic.com
  17. 17. Blogs <ul><li>Why are blogs so popular? </li></ul><ul><ul><li>Highly search engine optimized </li></ul></ul><ul><ul><li>Easy to edit and post </li></ul></ul><ul><ul><li>Cheap </li></ul></ul><ul><ul><li>Support social media very well </li></ul></ul><ul><ul><li>Content syndication (spread the gospel) </li></ul></ul><ul><ul><li>Pull, not push </li></ul></ul><ul><ul><li>Upcoming LogicClassroom on Blogging 12/8/09 </li></ul></ul>www.bostonlogic.com
  18. 18. Complete Online Sales Process Your website www.bostonlogic.com CRM
  19. 19. <ul><li>Effective Blogging - 12/8/09 How to turn a blog into a traffic and lead generating machine. </li></ul><ul><li>Leveraging Social Media - 1/12/10 Teaching agents how they can leverage free social media to generate leads and a loyal client following. </li></ul><ul><li>Search Engine Marketing 101 - 2/9/10 The 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. </li></ul>
  20. 20. Questions <ul><li>? ? ? ? </li></ul>www.bostonlogic.com
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