The biggest issue with generating leads from your own website is converting those leads into clients. When you get a lead from your website you typically only get an email address and maybe a first name. So you have to rely solely on your email marketing skills to convert that lead into a client.
That’s a tall order isn’t it?
There are two mistakes I see agents make when they get a new lead from their website:
1. Ignore the lead because they aren’t sure what to say or do.
2. Go in for the hard sale and try to setup a phone call or a meeting.
The first option isn’t good because you should always follow-up with every lead you receive. This lead could be your next client! But it is hard to know what to say. You don’t want the lead to be turned off if you try to sell to them right away. You know you could provide more value to the lead but you aren’t quite sure how to do that either. So instead of replying back you ignore the lead.
Or you go in for the hard sale and try to get a meeting with the lead. This makes the lead feel like they are being sold to and they will not respond to your email. Walk a moment in the lead’s shoes. They came to your site looking for more information, not a sales pitch. They email you for more information and instead they get a sales pitch. That doesn’t feel very good.
So what is a better option? The best option is to give your leads what they are looking for: more information.
The process of generating a lead on your website looks like this: Landing Page—>Free Opt-In Offer—>Lead Signs Up. After that you either never email the lead again or email them to setup a meeting. What you should do instead is set them up on an autoresponder series. In traditional real estate marketing this is called a drip marketing campaign.
An autoresponder is a series of emails sent out over a period of time to a new email subscriber. The goal of an autoresponder is to give your lead more information. This builds a relationship and trust. Then you can ask for the business. This is prospecting online at its best.
But building an autoresponder is overwhelming if you don’t know what you are doing. What do you send? How often do you send it? Can you ever ask for the sale? These are the questions I receive the most when it comes to creating autoresponders.
Here is my proven strategy for creating an autoresponder series that will convert your leads into clients.
1. Make a Plan
The first thing you have to do when creating an autoresponder series is create a plan. You must know what you are sending out, when you are sending it out and how often. The plan must make sense for it to be effective. You must also be consistent when sending out your email autoresponders.
What I like to do is this:
First, decide on the number of emails I am going to send. Typically I send at least six emails and at most 15.
Second, determine how often I am going to send the emails. I like to send a new email every three days.
Third, decide what days to send the emails. I like to only send my emails out on weekdays.
Fourth, decide which emails will be value emails and which will be sale emails. I like to do 4-5 value emails before I ask for the sale emails. In an agents’ case these won’t be sale emails, but emails asking for a meeting or phone call. I do however mention my offer in the PS section of each email. You never know when someone might be ready to buy from you!
I lay out my plan in an Excel spreadsheet simply by writing email 1, email 2, email 3, etc. in one column. In the next column I write the subject content of each email.
2. Give Value
Once I have the email sequence laid out I work on the actual content for the emails. My goal is to always give more value than what my email subscriber would expect. For example with my landing page case study I go into great detail about landing pages. I educate my subscribers on opt-in offers and landing pages. I educate them on how to generate leads from their own website. I address common fears and questions. I lay everything out there.
How can you translate this to real estate? Well first you should have a landing page dedicated to one niche. Once you do that it is easier to create autoresponders that further educate your leads.
Here’s an example:
Landing Page Niche: First Time Home Buyers
Opt-in Offer: 10 Things Every First Time Home Buyer Must Know
Welcome email with a question asking them to respond back to you. This starts a connection and makes sure your other emails end up in their inbox and not junk mail folder.
2nd Email: Top 5 questions every first time home buyer asks
3rd Email: How to find your dream home
4th Email: Things that can go wrong during the home buying process
5th Email: Invitation to connect in person or on the phone
6th Email: What’s your number one home buying question?
7th Email: Checklist every first time home buyer needs
8th Email: Case study of a first time home buyer that you helped
This is a sample of what I would do if I was running a first time home buyer campaign. If they don’t connect with you by the final email I would add them to your regular email list. This is the list that you use to send out real estate updates to your clients and prospects.
3. Offer More Freebies
Another way to add value to each email you send out is to offer more freebies that they can download. These freebies can include case studies, checklists, pocket guides and more. In my email autoresponder series for landing pages I actually ask my email subscribers to do homework and send me the results. This creates their own case studies where they can evaluate what is and isn’t working on their website. Think outside of the box about how you can help your prospects. Anytime you can give more value you will build more trust.
4. Add Testimonials
I love to add testimonials to all my marketing. It shows that real people have had real results when working with me. It also shows that I am a real person that knows what she is talking about. In my emails I will add a testimonial from a client about my landing page course in the PS section or even a PPS section. I add a PPS section if I am asking for the sale in a PS section. While the PS section may make you feel like you are back in middle school passing notes, I can assure you it does work. Our eyes are naturally drawn to the PS section so it is worth putting a testimonial in there.
If you are doing a campaign for one niche include testimonials just from that niche. For example if you are doing one for first time home buyers try to include testimonials only from your first time home buyer clients. This will increase the trust that prospects have in you to meet their specific needs.
5. Ask for the Meeting
Finally do not forget to ask for a meeting with your prospect. I think the great thing about doing an autoresponder series is that you have every right to ask for the meeting. You have dripped a lot of valuable information on them and educated them on the process. At this point you have a right to ask for their business. Chances are they will ask for the meeting first because you have done such a great job.
Once you do all this work to create your autoresponder series you can put it all on auto-pilot. This means that your website and emails are working for you to generate business even when you aren’t! These emails can be sent out automatically using an email service provider like AWeber. That is the beauty of a good email marketing campaign!
What has been your experience with email marketing? Have you tried it in the past and it didn’t go well? Or does it seem too overwhelming to you? Please share your thoughts with me in the comments below! Thank you!
Curious about how you can make a landing page that brings you in a ton of leads that you can convert into clients? Join me in my Looks to Leads Landing Page Course today!