Carl Ringwall(525) Carl Ringwall Data SystemsPlus Log in to become a member of Carl Ringwall's Fan Club!
Real estate agents comprise my biggest group of clients. I get lots of requests for help setting up websites, linking to MLS systems, etc. But when I suggest they set up an auto responder, they usually give me a funny look - like "how much more is this going to cost me?". Truly, adding an auto responder to your web marketing activities will not 'cost' you - it will actually 'pay' you. The concept is simple: get your visitor to your web page and collect their email address. Sounds easy, right? Well, that depends - on what you are giving the potential subscriber in return. Are you just saying something like - "join my email list" with a vague or non-existent benefit? Or are you offering the visitor something valuable to them in return, like a free report, free market data or something similar?
Here are some report giveaway ideas:
* "Ten Mistakes Most Home Sellers Make" * "How To Get Top Dollar For Your Home" * "Home Sales Data In Yourtown, NY"
You can easily type up a 10-30 page report, create a pdf of your document and upload it to go out with the first message of your auto responder. Then follow up every 5-7 days with additional information.
It's probably a good idea to offer 2 reports: one attractive to buyers and one to sellers and maintain separate mailing lists for each. Then you need to create a sequence of messages that provide timely, relevant information to your prospect. Time your messages 5-7 days apart to keep them interested, without feeling like they are getting spammed. Don't be afraid to send them your content - remember, they have demonstrated by signing up that they are interested in what you have to say.
Use the personalization features of the auto responder system. This allows you to use the lead's first name in the subject line of the email like this: "Joe, Here Are 10 Mistakes To Avoid". Any good auto responder software will allow you to do this. Set up your sign up form to collect the lead's first name as well as their email address. This will allow you to add the powerful feature of personalization.
Don't try to use an inexpensive script that you host on your own web service - pay the $20-30 a month to use a well-recognized auto responder service. Not only will you have the benefit of much better features, tech support and advice, you'll have the best benefit of all: deliverability. The big auto responder companies most valuable asset is their ability to deliver your email without it going into someones spam filter. Don't cut corners here - if your domain gets on a spam list, your auto responder is dead- use a commercial service.
Finally, consider blogging as an adjunct to your email campaign. You can configure your auto responder to send out a message to your list every time you add a post to your blog - this is a great way to get your already interested subscribers back to your web site.
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