Couple of days ago, I received the following email from one of my subscribers. For privacy reasons, I left out his name. So for this case study, let’s just call him John
With all your wonderful tips and advice…, I’ve done soooo much homework and really can’t seem to make a decision. For example, some say the use of “testimonials” are powerful and necessary, while others insist on keeping it so incredibly simple almost like just a squeeze page to where it’s almost boring because they say that’s more effective at capturing leads so not to distract from the main objective. I’m getting mixed messages from guru’s and “experts” alike. Any suggestions on this one? My main focus is sub to’s and wholesaling to flippers while using a software program I have that incorporates all my marketing campaigns, maintaining all leads, and organizes all my deals (whether they come from my answering service or website directly… then directly into my software in my home computer). I understand the importance of a website and can’t seem to make a decision??
Here’s my response:
Here’s what I suggest you do. All in all, both groups of those people are right. Let me explain…
Before I address your question, let me tell you what I think is the wrong way of setting up a website. While doing research, and I do a lot of research, I come across many real estate investor’s websites. One of the main problem I see with their sites is that when a person arrives at their main page, that person is greeted with many options.
They have links to several different areas of their business. They have links to “Sell your house” “buy your house,” “contact me link,” “cash for houses,” and so on. If that wasn’t bad enough, half the time, they don’t even have a contact form right there on the page for the person to fill out and give them their contact information. And if they do, they ask the visitor for everything including their name, phone number, email, address, house info, etc. (just short of asking for their social security number).
Now, let’s think about this for a moment John. If you arrive at a page like the one I just described above, what would you think? Would you give that site owner your information?
Let say that you want to sell your house because you are heading straight for foreclosure. So, now that you are on that site, which link do you click on? Where do you go? What is your first step, second step? Where do you begin?
Now, I know that it many seen obvious that they should click on “sell you house link”, right? Well, not everyone will either see the link, know that they should click on that link, or even take the actual action and click the link.
(Remember, more steps you require your visitors to take, (such as clicking links, giving information, etc.) less people will actually take action. (I know because my tests and site tracking data shows that.)
Also remember the following quote while setting up your site. And this principle applies to the basic human psychology:
“Confused mind always says NO.“
Remember that whenever you do anything: set up a site, negotiate a deal, buy a house, sell a house, deal with contractors, your kids, family, etc.
This is the end of part 1. This post was getting way too long so I decided to break it down. Stay tuned for part 2 on Wednesday. Part 2 will tell you exactly what John should do.
Tell me, are you struggling with the same dilemma as John? Is there anything that you are confused about? Is there anything that you would want me to clarify from this post for you? Share your comments below and let me know.
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You can see part of of this email/blog post by visiting You need to Squeeze Your Real Estate Leads blog post.
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