We haven’t made a big deal of it or made an official announcement yet, but we are rolling out our new Home Valuation LeadSites and I wanted to give you a look at this exciting new concept for listing lead generation. We practice what we preach, so we are thoroughly testing the concept and results before our official announcement.
I want to thank Nina Kashefpour, our long time client in Toronto for her help with this experiment. Nina is embracing new ideas to accelerate her listing business in the Toronto market. Real life market testing is the only way to really know what works, and we welcome the involvement of our clients. If you would like to participate in future experiments, as well as the perks that come with them, let me know with an email or leave a comment below and we’ll make it happen!
Below is a case study of how Nina went from zero listing leads from her existing website to an average of 12 each week. She did it from scratch by following our easy five-step process. You’re at the starting point of a three-part series of a listing lead generation strategy that will dramatically increase your home seller leads.
Like many other agents, Nina took the cliché website route, building a multi-purpose site for all facets of a residential real estate agent’s job. She had sections for buyers, condos, sellers, investors, and more. Nina believes that listings are the most productive business building tool for the real estate professional, so she was working hardest at generating listing leads getting in front of sellers:
An agent website with a section for sellers with lots of local market information.
Farming several subdivisions with postcard mailers, she was spending a major portion of her marketing budget on these mailers on a monthly basis.
Other marketing on a regular basis, such as homes magazine and newspaper advertising.
Many of you will recognize Nina’s marketing as similar to what you are doing. Any marketing done regularly will produce some results, but Nina wasn’t happy with her results; not enough listing leads were coming into her funnel. She was searching for a better way when she ran the numbers for her Return on Investment for marketing this way.
It’s All about ROI
While she would have liked to market in more areas, settling on just three was necessary because of the costs. Nina decided that the return on investment for those postcards was not acceptable, so she took action. We’re happy that Nina decided to work with us in our experiment with Home Valuation LeadSites, and we’re sure she’ll say the same. Here is how she rolled out her lead site with our 5 step process.
Get a Domain Name Suited to the Goal
Nina registered the domain name TorontoPropertyPrice.com for a new website she was creating. The purpose of the site would be to focus completely on generating leads for listing presentations. She was less concerned with SEO value of a domain name but did want one that made clear the purpose of the site and how it meets the goals of the site visitor.
Go Niche for Targeted Exposure
Nina quickly understood the concept and value of our Home Valuation LeadSites. The prospective home seller is focused on their goal, and what’s in it for them. By creating a website totally focused on seller needs for information and services, Nina could reach precisely those prospects who were seeking what she delivers. The call to action for the site is a free home valuation CMA, Comparative Market Analysis.
Use Facebook Ads to Generate Traffic
Now Nina has a highly focused single-purpose website with a good domain name. The goal now is to get eyeballs focused on her site so leads will follow. Her website revolves around the offer of a free CMA, a home valuation delivered via email and using the information provided by the prospect in a form on the site. The call to action works because the top concern of every home seller early-on is “what is my home worth?” She created a Facebook ad to entice prospective home sellers to click to the site landing page.
Target The Right Prospects on Facebook
Nina did a study of the people living in the subdivisions she had been farming, and she extended outward to cover a larger desired area she could now afford. Why is it more affordable for wider coverage? She determined the characteristics of the type of people who had been her best prospects.
Facebook’s ad system let her choose the people who will see her ad, not only based on where they live, but also on their interests, age group, and other variables she decided to use to target the very best prospects. She focused her ads on the people who will be the most productive for conversion from prospect to client.
Follow Up for Conversion
Getting the site visitor to request the home valuation and become a known prospect is only half the battle. Nina knows who they are, but until she can get to their kitchen table for a listing presentation, her work and investment are at risk. Using a 3-part follow-up email sequence, Nina stayed in contact with these great leads, working them toward that listing appointment. The emails fill in information gaps and offer advice and help to the prospects. Following up with more information and building on the relationship is critical for conversion of prospects to closings and commissions.
Back to that ROI
I’m not asking you to buy into an unproven concept. Let’s take a look at real numbers for a comparison of Nina’s postcard marketing versus her new Home Valuation LeadSites systematic marketing process.
This is exciting stuff, and you’re just seeing the tip of the iceberg. To see the entire process in detail and how to make it work for you, just move through the other two parts of our series: