5 Research-Backed Tips to Convert Website Visitors into Callers
Using Social Media to Convert Online Audiences to Sales Office Visitors for the Real Estate Market
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Transcript of Using Social Media to Convert Online Audiences to Sales Office Visitors for the Real Estate Market
Why Use Social Media? Engagement
• Creating a dialog between you and your audience that is engaging while staying top-of-mind
Increased relevant visitor traffic • Engaged visitors that are familiar with or know your brand
are generally more valuable that those that are not
Improved online conversion performance • Social media can contribute to improved conversion
performance
Managing Your Social Media Presence Creating Your Social Media Profiles
Promoting Content
Reporting and Analysis
Social Media Don’ts
Summary and Conclusion
Blogs WordPress
Tumblr
Sharing Your Content
Turning Your Blog Into a Lead Conversion Machine
Examples• The Open Door by Lennar• Traton Homes• S&A Homes
WordPress WordPress is the largest self-
hosted blogging tool in the world
WP Greet Box Plugin• Show a different greeting
message to your visitor depending on the referrer URL. Ability to auto-insert greeting message to the top or bottom of the blog post.
• Ability to detect the visitor's search keywords from major search engines and automatically display related posts under or above the greeting message.
• Ability to set rules to exclude some referrer URL’s from seeing greeting messages.
• Ability to set welcome message for any referrer URL.
Tumblr Blog Micro-blogging
platform that allows users to easily post text, images, videos, links, quotes and audio
Customizable layout and theme
Sharing Your Content Facebook Fan Box Widget
• Allows visitors to “Like” your Facebook page without ever leaving your blog• The Like button lets a user share your content with friends on Facebook• When the user clicks the Like button on your site, a story appears in the
user's friends' News Feed with a link back to your website
TweetMeme Follow Button Plugin• Enables you to build your Twitter followers without taking visitors away
from your site• It also brings up an overview of your presence on Twitter, including your
followers, whom you follow, and recent activity
Feedburner Plugin• Enables visitors to subscribe easily by email or RSS• When visitors subscribe through Feedburner, they will receive your blog
updates automatically
Turning Your Blog Into a Lead Conversion Machine Provide great content
• Engages audience• Helps maintain top-of-mind awareness• Helps attract a larger audience due to the virility of online content
Keep audience on the page• If you link your visitors away, your opportunity to convert them to leads
decreases dramatically
Ask for the conversion and make it easy for visitors to register• The audience visits your blog to consume content. Once there, provide ways for
them to continue the conversation • Blog Subscription (by email or RSS)• Register email to respond to call to action (such as download brochure)
• Consumer provides email address in exchange for content
• Include social plugins so users can become a fan/follower of your Facebook and/or Twitter accounts without leaving the blog
• Provide registration form and links to your website(s) in your blog
The Open Door by Lennar (http://www.theopendoorlennar.com/)
Lennar launched a blog, www.theopendoorblog.com, that offers a round-up of the latest positive news about housing, contests and sales promotions Lennar is offering and has deep social
media ties
Facebook Pages: 6 Must-Have Tabs Customized Welcome Tab
Video Tab
Photo Tab
Events Tab
Notes Tab
Call-to-Action Tab
Customized Welcome Tab
Makes a great first impression
Basic welcome pages include:
• Photos of the new home communities
• Information about the home builder
• A call to action to “Like” the page
Video Tab Each time a visitor has to click to
a third-party site to view a video, you risk losing them
Include a call to action in your video that invites buyers to download a brochure, tour the model homes or fill out lead generation form
Videos of:• Gardening/landscaping tips• Home decoration ideas• Customer testimonials• Addressing first-time buyer
concerns• Home maintenance and repair
Photo Tab Photos of:
• New home community events
• Happy homeowners• Neighborhood • Model home interiors• Exteriors• Floor plans
Create albums for different plans (each album can include a floor plan, exterior photos, interior photos by room) and specific standing inventory homes or specials
Events Tab Event marketing can be a
powerful tool for driving online shoppers to in-person visitors
Events can include:
• First-time-homebuyer or designing-on-a budget seminars
• Homeowner appreciation events
• Broker events, mixers and more
Notes Tab The notes tab can be
used for updates such as:• Home builder blog posts
• SEO press releases
• Other timely messages that provide more information about your community than shorter Facebook posts
Call-to-Action Tab Include a conversion tab
with a specific call to action that buyers can take to move forward in their buying process
Visitors can register to:
• Download a brochure
• Contact a sales agent
• Schedule a tour
• RSVP to an event
• Download a buyer guide
YouTube Design a Custom Branded Background
• Creates a unique experience for each community
Built-In Social Media Sharing Capabilities
Engaging Buyers Through Video
Home Builder Video Examples
Engaging Buyers Through Video Videos engage buyers by directly addressing their
concerns
Video provides one of the most powerful tools to communicate empathy and credibility
Real estate video has been used to show homes online with video tours and photo slideshows • Today we have an opportunity to move beyond these
“moving brochures” to videos that provide real value for buyers
Managing Your Social Media Presence Creating Your Social Media Presence
Promoting Content
Reporting and Analysis
Social Media Don’ts
Summary and Conclusion
Promoting Your Content Email Your Database and Brokers
Optimize for Search Engines
SEO Press Releases
Integrate Web Presence into Offline Advertising
Sales Office Handouts
Email Your Database and Brokers Reach out first to the people
who are furthest along your sales pipeline
For the brokers that you work with regularly, consider asking them to distribute your content on their website, to their email lists and through their blogs
Consider a broker email distribution service to increase awareness of your community to brokers throughout your area
Optimize for Search Engines Optimize content with
relevant search terms that potential buyers are most likely to type into a search engine and include these terms in your title, description, tags and category
This can increase your visibility in the search engines and reach beyond the current audience of your blog
SEO Press Releases Why you should write SEO-
optimized press releases• Appears in organic search results• Distributed to the news feeds of people
looking for content to share with their network
Writing the press release• Keywords in the title, description and
body of the press release• When the keywords: Google, Big
Daddy and ranking are searched for the first result is Google Big Daddy Searchquake About to Rock Your Ranking?
Distributing the press release • News releases are submitted to online
submission sites for distribution across the web
• PRWeb and/or PRNewswire• Updates should be posted to existing
social media channels as a tool for nurturing existing leads
Facebook Create a regular
posting schedule for content, focusing on different aspects of your community: • Floor plans
• Buyer testimonials
• Phase of the sales cycle
• Builder story
• New promotions
• Industry news
Twitter Design a Custom
Branded Background• Creates a unique
experience for each community
Promote content via your Twitter post to increase click-through to other social media channels
Integrate Web Presence into Offline Advertising With a few clear exceptions, people
still do most of their living offline
Physical space can be as good of a place as any to advertise your social media presence• QR Codes
• Two-dimensional codes, readable by mobile phones with a camera and smartphones
• The information encoded can be text, URL or other data
• Publish Links to Your:• Blog• Facebook• YouTube• Twitter
Sales Office Handouts If prospects leave your
sales office, send them home with as many tools to continue “selling” long after they’ve left • Include social media
links on your sales sheet
• Send a follow-up email containing links to your online content
Managing Your Social Media Presence Creating Your Social Media Presence
Promoting Content
Reporting and Analysis
Social Media Don’ts
Summary and Conclusion
Reporting and Analysis - WordPress Blog Google Analytics for
WordPress allows you to keep track of:• Who visits your site
• What they do when they are on your website
• When they visit your website
• Where did they arrive on your website from
• How they interact with your site’s content
Reporting and Analysis - Tumblr Blog StatCounter provides
free customizable hit counters, visitor tracking, web analytics and website stats for Tumblr
Reporting and Analysis - Facebook Interactions:
• Number of comments• Wall posts• Likes
Page Views Unique Page Views Photo Views Media Consumption New “Likes” Total “Likes Impressions Post Feedback
• Number of Likes/Comments per post divided by number of Impressions for that post
Reporting and Analysis - YouTube YouTube Insight
• Views & Popularity• Examine both an interactive graphical trend line and a heat map of
where video views are coming from
• Demographics• See the age and gender of your audience
• Community Engagement• Observe how many times viewers rate, favorite, or comment on
your videos
• Discovery• Understand how people discovered your video
• Audience Attention• The "Hot Spot" feature tells you which parts of your video are hot
and which are cold by looking at bounce and rewind rate to videos of a similar length. At any time point in the video, you can see if more or less viewers are dropping off than on average
Reporting and Analysis - Twitter Total Followers Retweet
• The number of times a users tweet has been shared by other people
Potential Reach • Total followers plus the
sum of followers for any user retweeting any of their tweets during the previous seven days
Managing Your Social Media Presence Creating Your Social Media Presence
Promoting Content
Reporting and Analysis
Social Media Don’ts
Summary and Conclusion
4 Social Media Don'ts Send automatic direct messages on Twitter
• 3 tenets of social media are (1) Authenticity, (2) Transparency and (3) Honesty• Having a robot send out automatic messages violates all three
Stream your Tweets into Facebook• These are two different mediums, each with its own distinct audience
Start a Twitter account and immediately begin following 500 people• It’s a slow process to grow followers and there are no legitimate shortcuts• In social media it is very much quality before quantity
Ask to be my friend on Facebook if I’ve never met you • There are some people who use their Facebook for meeting people, but the
vast majority don’t • Facebook itself claims its number one focus is connecting people online who
already know each other offline
Managing Your Social Media Presence Creating Your Social Media Presence
Promoting Content
Reporting and Analysis
Social Media Don’ts
Summary and Conclusion
Why Use Social Media? Engagement
• Creating a dialog between you and your audience that is engaging while staying top-of-mind
Increased relevant visitor traffic • Engaged visitors that are familiar with or know your brand
are generally more valuable that those that are not
Improved online conversion performance • Social media can contribute to improved conversion
performance
Summary and Conclusion Why Use Social Media?
• Engagement • Increased relevant visitor traffic • Improved online conversion performance
Creating Your Social Media Presence:• Blog Development• Facebook Profile• YouTube Channel
Promoting Content:• Email Your Database and Brokers• Optimize for Search Engines• SEO Press Releases• Facebook • Twitter• Integrate Web Presence into Offline Advertising• Sales Office Handouts
Summary and Conclusion Continued Reporting and Analysis:
• WordPress• Tumblr• Facebook• YouTube• Twitter
Social Media Don’ts:• Send automatic direct messages on Twitter• Stream your tweets into Facebook• Start a Twitter account and immediately begin following 500
people• Ask to be my friend on Facebook if I’ve never met you