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Getting your Website in Lead Generation Mode

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By Tricia Andreassen

The secret to web marketing success is understanding that it’s a blend of website strategy, offline marketing and your social media. Here are 10 steps to make sure you do just that.

Step 1 – Understand your vision and who you want to attract
Hone in on where you want your business to come from. What does that type of consumer want? Where do they look for information? And how do they go about getting it? Tailor to their needs and what they want.

Step 2 – Have main website buttons with content and MLS searches
Once they land on your site, you have only seconds to prove they have come to the right place. They should click on the button and go to a page about the area with photos and even a video that allows them to gather information from your perspective.

Step 3 – Give them what they want….LISTINGS
Include an interactive MLS search on your homepage and have creative searches on your content pages that interfuse specific MLS searches by price or property type. Once they click on the listing details, romance them and gain their trust to engage with you.

Step 4 – Have “Calls To Action” – compel them to click through
Engagement points (calls to action) should be sprinkled strategically throughout your site. Get into their head with tailored messages like:
• Facing foreclosure?
• Has the market stabilized?
• Foreclosure/bank-owned buys – click here!

Step 5 – Incubate the lead with automated email follow up
Calls to action must be partnered with an automated email drip campaign. Make sure it’s on branded email stationary with links back to your site, and be on schedule for at least a year. Be positioned so when they are ready to move forward they think of you.

Step 6 – Match the Calls to Action with specific landing pages and domain names
Remember the consumer can be at different phases of the process and many times they aren’t ready to talk to you just yet. Non-branded pages like www.FortMillForeclosureList.com allow them to get information on their own terms which in turn gets them into the email follow up.

Step 7 – Social? Offline? – Preach your message everywhere
If your marketing and advertising doesn’t have a call to action, it’s pointless. Whether its postcards, listing flyers, magazine ads, Facebook ads, Craigslist or even your Facebook business page wall, you need to remember it’s about lead generation!

Step 8 – Manage the leads and track the results
What advertising gets the most leads? Which calls to action get the most traffic? How many buyers are in incubation and at what point to they seem to convert? Be like the FBI. Profile and track your business so you know where to cut and where to spend.

Tricia Andreassen is the CEO/founder of Pro Step Marketing and owner of RealtyBizCoach.com. She is an author, speaker and coach specializing in Web marketing and lead generation tactics. She is also a monthly columnist for RISMedia Magazine and a speaker for the Broker Agent Speakers Bureau.

For more information, visit www.ProStepMarketing.com.

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