7 Secrets To Convert Readers Into Clients On Your Real Estate Website
Written on November 3, 2008 by Peter- REBB Founder
Every so often, I get a question from people asking me what they should put up on their real estate web site. It’s hard to answer that question simply. So instead of telling you what you should put up on your website, I will share with you some of my secrets on writing effective copy on your site.
Now before you stop reading this post right now, let me tell you what you’ll get out of it and why you should keep reading. If you apply the principles described below in your own web site and sales copy, your conversion rates, readership, subscriber loyalty, authority factor, increase in the number of deals you actually close, and the size of your list will all increase.
These principles have the power to suck in and influence your web site readers to take action. Don’t take them on lightly but at the same time don’t use them for evil purposes.
Before I continue, I have to thank Joe Vitale, Robert Cialdini, late Gary Halbert and John Carlton for the inspiration, the know how, and the influence they had had on me over the years. The principles are derived from their teachings. I used them in my own business and they work wonders, so thank you.
One more thing, the list below is not complete by any means. I decided to put up only 7 principles. if you can apply just these principles, you’ll be ahead of 90% of people in the business.
Let’s get started, shall we?
Principle #1- Use the Most Important Web Site Real Estate Wisely or You’ll Lose out
From my experience and testing, the upper left hand corner of your site has the most valuable real estate. It’s like Central Park in New York. Use it well. Put up a lead generation form (signup form) to get leads in exchange for a free report.
Now, I realize that most web sites templates won’t allow it, so here’s the next best thing. Put the most important info that you have in the first FOLD of your site. What do I mean by a fold? Well, the first fold is what your visitor sees on your site without scrolling down. Again, use it wisely by applying the principles described here.
Principle #2 - W.I.I.F.M. Effect
When writing sales copy on your site, always think of the W.I.I.F.M. approach. W.I.I.F.M. stands for what’s in it for me. Always focus on what’s in it for them, not you. People who arrive at your site always think of themselves and how something will benefit them.
Principle #3 - Emotional Engagement is the Secret to Powerful Copy
Use emotional engagement in your sales copy on your site. You need to be emotionally engaged with your prospect. Tell stories, engage them by interacting with questions, dig DEEP inside their head and find out what’s troubling them. If you can figure out what their true problem is, you’ll be successful.
Here’s how you can find out what’s troubling them. Questions are the secret to this principle. Ask your current clients about their problems. Always look for a deeper problem. See if you can find a trend among your clients.
Just because they say that they can’t pay their bills doesn’t mean that is their problem. Dig deeper and you’ll find what what the real problem is. Most people who are in the same situation, losing their house, will have the same root problem. Solve their root problem on your site and in person and they’ll thank you for it and tell everyone about you.
Principle #4 - It’s Not About Me, It’s Always About You
Always and I mean always, target one person and/or one audience. Don’t try to please everyone on your web page. When you try to target too many people, your message will get lost and people will get confused and leave.
You might be thinking that you won’t get as many leads by doing that. Maybe…but I can promise you that the leads you get will be of high quality and fight for your business.
So, whenever writing a message, email, sales page, and anything on the internet, always address these 2 points:
- Always speak to ONE PERSON, not a crowd.
- Always write with “You” in mind and not “I” or “me” in mind. Don’t you think “You” approach will engage more people in your site rather than by talking about yourself?
Principle #5 - Words are powerful. Use them Wisely.
Use power words on your site. Power words will trigger feelings within people. They will make them take action. Study them and apply them in your language. At first, this will seem awkward to you but as you keep incorporating them in your language pattern, it will become second nature.
Hhere are 10 words you can use on your site right away:
Discover
Exposed
How to
Secret(s)
New
Free
Why
Breakthrough
Imagine
Look here.
Principle #6 - One sentence can make all the difference
Use powerful headlines at the top of your site. I can’t tell you how many times I see where a headline reads: “Welcome to my site.” That’s not a headline and it doesn’t grab people. Your visitors will leave in a second. Apply principles #2, #3,#4 and #5 for maximum impact. The headline should be in H2 tag, color red and centered on the page. You can use quotes to make the headline extra powerful.
Principle #7- Follow up, follow up and follow up.
Real estate isn’t a one shot game. Real estate on the internet isn’t a one shot game. Internet communication isn’t a one shot game. You need to follow up with your prospect. if someone has contacted you, they did it for a reason. Something you said or did triggered them to get in touch with you. Follow up with them via email or any other communication media you have available to you. Even better, follow up with them using different media such as email, audio, video, postcard, letter, and phone.
Just don’t be pushy and make yourself look like a telemarketer. Recently, my wife was kind enough to complete a short 5 minute phone survey. Ever since then, the company keeps calling at the worst times possible, even after she made clear to them that that was it. Don’t be like that. Respect their wishes, be mindful, helpful but always follow up.
That’s it for today. One more thing I wanted to say before I leave off. One thing that ties all of these principles together is list building. Always build your list. Your business will grow when you build your list. And with internet, it’s easier than ever.
So, what do you think?
Do you have principles of your own that you follow in your real estate business?
Do you have any you would like to share with the rest of us?
Leave your comments below. I really appreciate it and want your feedback.
To Your Success,
Peter K.
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Hi Peter,
Great information, thanks. I can implement these strategies and I can see them working well. Thanks for all the great information in the past. Peter would you like to look at generating a significant passive income? I am working with Robert Shemin, wealth expert for CNN, FOX and CNBC. We are showing people how they can profit from the launching of an auction site that will rival EBay. It has and ingenious concept that when people check on or bid on an item the price goes down! Thats right the price goes down! Just go to http://www.cashtosurvive.com to watch a presentation. The opportunity is exciting. I look forward to talking to you soon .
Take Care,
Robert
@robert quinones -
Thanks for the comments Robert. These techniques DO work. Keep in touch,
Peter K.
I am just testing out how this keyword luv stuff works. thanks.
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[...] Peter- REBB Founder wrote an interesting post today on7 Secrets To Convert Readers Into Clients On Your Real Estate WebsiteHere’s a quick excerptIf you apply the principles described below in your own web site and sales copy, your conversion rates, readership, subscriber loyalty, authority factor, increase in the number of deals you actually close, and the size of your list … [...]