Real Estate Website Fundamentals #1 – The Opt-in Box


Let us talk about a hypothetical scenario. You have a real estate website. You’ve got it decently optimized, got a flashy logo, maybe some good looking graphics and even some animations on it. You’re even getting some decent traffic. And yet, it just hasn’t performed like you hoped it would, for reasons that confound you. You’ve got some articles, photos and you’ve put your company number on every page. Why aren’t the phones ringing?

If this scenario sounds familiar to you, the answer is simple – you don’t have an opt-in box.

How can a simple opt-in box help my website, you ask? Well, to put it bluntly – your chances of having a long term successful business online without an opt-in box are slim to none.

If you’ve been keeping up with the online marketing scene for any length of time, you’ve probably heard the phrase – The money is in the list. And it’s been repeated often enough to become a cliché, but it is absolutely true.

Email marketing, to this day, remains the most effective form of marketing in the online arena. Yes, it converts way, way better than paid advertising and social media. Emails work because they are personal, and they offer you a direct line of communication with your prospects. Not everyone checks their Twitter account daily, but you can be pretty sure that almost everyone who has an email account checks their inbox every single day.

So, once you get an opt-in box on your website and a few email addresses, what do you do with them? Well, here’s what you DON’T do with them – spam them with endless offers to buy or sell properties.

What you should do instead is build trust and rapport by offering them quality information without asking for anything in return. You can send them a quick investing tip or two daily, and occasionally link them to a real estate article they might find interesting. Once they’ve gotten to know you and are looking forward to receiving your emails, you can start sending them some promotional or sales messages. A good framework to adopt while crafting a sales email is “Hey, look at this cool thing I found. Maybe you’ll like it too.”

Keep your emails short and fluff-free. Load them with quality information. Never underestimate the power of giving your readers free stuff. Everyone loves free stuff. You aren’t online to fleece your leads out of their hard-earned money. You’re there to teach them about your business, and grow your profits in the process. Sending out 2 to 3 emails a week is generally a good number to aim for. If you think you won’t have enough content to send out 3 emails a week – FIX THAT. Hire a writer or start writing more yourself.

The bottom line is – if people signed up to your newsletter, they like what they saw on your website. Don’t be the pushy salesman once you’ve gotten their email. Keep the teaching vibe consistent, so that when you do have something to sell them, they will be more likely to buy.

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