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Session 1 - Web-Based Lead Generation
Session 1 - Web-Based Lead Generation
Session 1 - Web-Based Lead Generation
Session 1 - Web-Based Lead Generation
Session 1 - Web-Based Lead Generation
Session 1 - Web-Based Lead Generation
Session 1 - Web-Based Lead Generation
Session 1 - Web-Based Lead Generation
Session 1 - Web-Based Lead Generation
Session 1 - Web-Based Lead Generation
Session 1 - Web-Based Lead Generation
Session 1 - Web-Based Lead Generation
Session 1 - Web-Based Lead Generation
Session 1 - Web-Based Lead Generation
Session 1 - Web-Based Lead Generation
Session 1 - Web-Based Lead Generation
Session 1 - Web-Based Lead Generation
Session 1 - Web-Based Lead Generation
Session 1 - Web-Based Lead Generation
Session 1 - Web-Based Lead Generation
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Session 1 - Web-Based Lead Generation

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Session #1: Web-based Lead Generation …

Session #1: Web-based Lead Generation

* Overview of the online real estate lead generation process
* Essential tools to successfully incubate and close online leads
* Understanding conversion rates
* Search engine marketing basics
* Email marketing basics

Published in: Real Estate, Technology, Business
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  • 1. At the intersection of Real Estate, Marketing, and Technology Presented by: David Friedman, Founder & President Web Based Lead Generation 1/12/09
  • 2. Overview <ul><li>Online real estate lead generation process </li></ul><ul><li>Searching for Real Estate online </li></ul><ul><li>Search engine marketing basics </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>Email marketing basics </li></ul><ul><li>Questions </li></ul>www.bostonlogic.com
  • 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. Client Experience Internet Search Engine Step 1 www.bostonlogic.com
  • 5. Search Engines
  • 6. Client Experience – Step 2 Internet Your website Search Engine Step 1 Step 2 www.bostonlogic.com
  • 7. 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>
  • 8. Client Experience – Step 3 Listing Search Internet Your website Search Engine Step 1 Step 2 Register Step 3 www.bostonlogic.com
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. &nbsp;
  • 13. &nbsp;
  • 14. Bring leads back to your site <ul><li>Email Communication </li></ul><ul><li>Daily email updates </li></ul><ul><li>Newsletter </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
  • 15. Complete Online Sales Process Your website www.bostonlogic.com CRM
  • 16. The Math <ul><li>Conversion Rate = Leads / Visitors </li></ul><ul><li>The conversion rate provides a measure of the effectiveness of your website </li></ul><ul><li>Cost Per Click = Ad Buy / Clicks </li></ul><ul><li>Easy to calculate or choose for PPC. Must be calculated for PPM. </li></ul>www.bostonlogic.com
  • 17. The Math Cont’d <ul><li>CTR = Clicks / Impression </li></ul><ul><li>Click through rate is used to judge the effectiveness of an advertisement or ad copy. </li></ul><ul><li>Cost Per Lead = CPC / Conversion Rate </li></ul><ul><li>Cost per lead allows you to compare the effectiveness of one marketing medium to another. </li></ul>www.bostonlogic.com
  • 18. 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
  • 19. 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
  • 20. Questions <ul><li>? ? ? ? </li></ul>This presentation will be online at: RealEstateSEO1.com www.bostonlogic.com

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