In the first part of this three-part series, I shared a case study of how Nina in Toronto went from zero leads to 12 or more every week using our Home Valuation LeadSite. That post gave you the results, and this one is going to take you through how she did it step by step.
Step 1: Register a Domain Name
Let’s talk about a few domain characteristics to help you in selecting one to register for this Home Valuation LeadSite project. While we’re mostly used to seeing .com domains, there are many other extensions you can select. There are .org, .net, even one for .realtor if you’re a Realtor. You have many choices for domain registrars, from GoDaddy to Yahoo and we also register domain names at WebsiteBox.
What is a good domain name for a Home Valuation LeadSite? All I can suggest is to think like someone considering listing their home and what they may use as a search term. Some ideas for domains (I am using Austin as my example market) include:
Step 2: Create a Home Valuation Website
This is the MOST IMPORTANT step in this process. If you’re using our Home Valuation LeadSite, it’s all taken care of for you. If you’re building your own, then pay attention here and follow instructions or it will not generate leads. The first consideration is to make sure the site is mobile friendly. Today’s consumers spend most of their online time on mobile devices, so having a site they can’t navigate on a smartphone is a major mistake.
Now it’s time to FOCUS, FOCUS, FOCUS. You’re not setting out to build a massive amount of content to make Google search happy. The purpose of this site is really simple; get the contact and home information from someone considering selling their home! Though a simple goal, not getting this right will create a useless site. Think like a seller, and the TOP item on their to-do list is always, “WHAT IS MY HOME WORTH?” The site should focus on showing them that they will get an accurate valuation if they fill out a simple form.
The site need only be a few pages, as you’re directing the visitor to what they already want. You can explain what a CMA is and how you do them. Here at WebsiteBox we use a 3-step approach. The first page is designed to capture the address. The Second page captures basic property information/condition and the last page is designed to thank them for requesting the CMA.
That “simple form” thing is important, though. Sure, you need their contact information, but in order to do a reasonably accurate CMA before seeing the home, you need certain information about the home. You need to balance the effort they will put into filling out the form with the information you would like to have. Basic home size, rooms, and location information are pretty much mandatory. You should let them know that you will create another more detailed CMA if they will invite you to their home.
Your website must let you know immediately through email and/or text messaging that you have a new lead. People on the Web have a little patience. You need to know they’ve asked for the CMA and you need to get it to them as soon as you can. The site should also automatically place this new prospect into the right category for follow-up in your CRM system.
Step 3: Create a Facebook Ad
Your goal here is to create an ad to run on Facebook that will generate interest and attract home sellers to click to view your free home valuation offer site. With almost 1.5 billion Facebook users spending on average 70 minutes per day on the site, it’s a marketing resource you can’t ignore.
We have a comprehensive detailed tutorial on how to set up your first Facebook ad. Use it to plan ads and sail through the ad creation process.
Step 4: Target Your Audience
One of the most valuable features of Facebook ads is the ability to fine tune your audience. You’re not just throwing out an ad for the world, with only a tiny percentage of the ad impressions having any appeal or relevance for many Facebook users. You can target the audience for ad display, greatly increasing the clicks you will get. It’s obvious that you’ll want to think about Facebook users who meet certain criteria for targeting. You can decide which to use:
- Target by location/residence area or zip code.
- Target only homeowners.
- Home price range.
- Display ad to people who LIKE real estate focused websites such as Zillow / Trulia / Realtor.com / Houzz, etc.
- Read our post about targeting Facebook users and how to set up Facebook ad targeting.
Step 5: Send Leads a 3-Part Email Sequence
If you’ve done everything right, you’ll start getting form submissions and you’ll be doing CMAs for these prospects. You can’t relax, though. You need to seal up this relationship and build on it. You set up a 3-part email sequence in some type of drip email system. If you’re using WebsiteBox, it’s all part of the package. The first email should go out immediately to thank them for the form, educate them a bit, and let them know you’re working on their valuation report. Here’s a portion of that email text:
Email 1 Text
Title/Subject: Thanks – Your Home Value Report is on the Way!
I [We] really appreciate your visit to my [our] website and are thrilled to get your online request for a home valuation.
As an expert in the local market, I wanted to respond quickly with this thank-you and a brief description of how we’ll use the information you’ve provided to quickly provide you with a Comparative Market Analysis report and value for your home.
First, we’re going to go into the sold property data…
The second email will arrive with the CMA attached or a link to it if you prefer. A little more prospect education is included, especially in telling them that there is room for adjustment of the valuation and why. In case it is lower than they anticipated, you don’t want to turn them off, but instead leave a door open for an appointment and a more detailed CMA. Here’s a portion of the second email text:
Email 2 Text
Title/Subject: Check Out Your Home CMA Valuation – It’s Ready
Thanks again for allowing us to help you to value your home in today’s [local market name] market area. We used the information you sent us in the online form to complete a detailed CMA, Comparative Market Analysis, as we explained in a previous email.
That analysis is attached, and we want to help you with understanding the information in it. You see, every home is unique. We feel comfortable in telling you that the CMA attached is around 90% accurate for your home. Why only 90%? …
The third and final email makes sure they received their valuation. It also has a little more education. If they haven’t contacted you, for an appointment, this is the call to action to do so. This is your “lock them up” for a listing appointment email. Here’s a portion of the text:
Email 3 Text
Title/Subject: Moving Forward with Selling Your Home
Again, thanks for your interest in my services as a real estate listing professional. You requested a home valuation through the website, and you’ve received that. If you’ve already contacted me for a visit, then we’ve likely nailed down the right listing price to get your home sold, and we’re well on the way to doing that. If we have an appointment, thanks and I’m looking forward to it. Either way, you’ll soon know the services I provide and why they are a certain path to a successful home sale.
If however, you haven’t gotten in touch after receiving your CMA, I wanted to reach out once more to see where you are in your decision-making process…
Learn about this email series that builds on your new prospect relationship.
Bonus #1: Other Places to Market your Home Valuation LeadSite
- Bus signs
- Business cards
- Direct mailers
- Refrigerator magnets
- Classified ads
- Homes magazines
- On all of your printed marketing materials, brochures, etc.
- HOA or subdivision newsletters
Online & Tech Marketing:
- Link from your website(s)
- Blog about it on your blog
- Guest blog post about it
- Write for article sites
- Use a press release website
- HOA or subdivision email newsletters
Virtually anywhere a homeowner may see your ads/marketing is a good place to advertise your Home Valuation LeadSite.
Bonus #2: ROI and Tracking Spreadsheet
When you start running Facebook ads, you’ll learn how to pull up reports in Facebook to show their performance and costs. You can create a custom set of columns and export the sheet monthly. You can set up and export from Facebook the columns in A through H above. Then you have your own tracking columns I through M. To help you out, you can import this example sheet from this link:
- Home Valuation LeadSite
- Set up your first Facebook ad
- Facebook Ad Targeting Tutorial
- ROI Spreadsheet Link
- Follow-up Email Series
This is a carefully constructed and consumer tested process that has worked for our client Nina and should work for you too. The next part of our series is a discussion of the cost-versus-rewards of paying to market on the major real estate portals, Zillow, Trulia, and Realtor.com.
Part 1: 12 New Home Seller Leads Per Week Starting From Scratch
Part 2: 5 steps to generate home seller leads online [you are here]
Part 3: Stop wasting money on Zillow, Trulia & Realtor.com. Generate your own leads!