How to Sell the Benefits
You need to sell the benefits of your e-club and the communication they will
receive when they are a member.
People are inundated with junk e-mail on a regular basis and need to be
“sold” on why they should subscribe to or join your communication list. As
stated before, they need to know what’s in it for them. “Join our weekly news-
letter” just doesn’t cut it. Something that states “Join our e-club to receive our
member-only special reports, mortgage rate alerts, Just Solds, Foreclosures, and
Phoenix real estate trends” will get you more subscribers. You have to know
your target market well and know what is enticing enough to get their permis-
sion.
Cooperative Permission Marketing
Cooperative marketing is starting to take hold on the Internet. Cooperative
marketing is an alliance with other sites that are trying to reach the same target
market as you. Once you have found the appropriate sites to align with, you
would come up with a way to do some win–win marketing together.
you have a monthly newsletter, you can allow subscribers to sign up to
receive your alliance partners’ newsletters at the same time they sign up to re-
ceive yours. In return, your alliance partners do the same. This same technique
can be used for many other repeat-traffic generators like special reports, real
estate e-zines, special offers, etc. Get innovative!
Your partners could include:
• Home-inspection companies
• Moving companies
• Mortgage companies or brokers
• Property appraisers
• Property insurance companies or brokers
• Storage companies
• Stagers
• Cleaning service companies
• Renovation companies
• Lawyers.
Incentive-Based Permission Marketing
Increase the response to any permission marketing opportunity by offering an
incentive. For example, “Join our e-club and receive a free home evaluation”
or “Join our e-club and receive our Special Report on Tucson Retirement Com-
munities.”
You can also try offering a free gift to new e-members or subscribers. For
example, Lowe’s home improvement stores work very well with real estate agents
and companies. Lowe’s provides a coupon book to real estate agents and com-
panies that they can put on their Web sites as a free gift to their clients. This is
a great situation for both parties as the real estate agent has something to offer
their Web site visitors and Lowe’s gets advertising and new customers.
Closing Comment on Permission Marketing
Permission marketing adds leverage to your online marketing campaigns. Once
you are in front of your target market, you want to take every opportunity to
stay there and continue to communicate with them time and time again. Per-
mission marketing helps you achieve this, but it is a game of give and take. You
give them a reason to give you permission to send them e-mail—they give you
the permission you are looking for; you take their personal information and
they take your valuable content via your newsletter. There is a trade-off and the
cycle continues. Over time, you will gain more knowledge about your target
market, which will empower you to provide them with a better overall experi-
ence in dealing with your company through better targeted promotions and
better fulfillment of customer needs.
To summarize, permission marketing can return a much higher response
rate over intrusive advertising; it can increase sales, build your brand, and help
develop relationships with your target market—all while being cost effective.
Have you ever visited a Web site and found an article, a coupon, a special, or
something else that impressed you so much that you immediately sent an e-mail
to your friends about it? If you have, you’ve already been bitten by the viral
marketing bug! Viral marketing, which is often referred to as “word-of-mouse”
marketing, is a low-cost, highly effective way to market your real estate listings
and services using the Internet. Just like a flu virus in humans, viral marketing
replicates and propagates itself online. Viral marketing enables you to capital-
ize on referrals from an unbiased third party—the consumer!
We know that most property buyers do not make such a purchase alone.
Viral marketing is a must for real estate professionals—you need to make it
very easy for your Web site visitors to tell others about your property and land
listings, your appraisal options, your mortgage rates, and other content that
you have right from your site.
The power that peers and reference groups have over the purchasing deci-
sion is phenomenal. Similar to how a positive testimonial from a reliable source
can add credibility to a product or service, the opinions of friends, business
associates, and family can also help influence a consumer’s purchasing decision.
By implementing various viral marketing techniques on your Web site, you are
provided with a dynamite opportunity to leverage the opinions of your Web site
visitors. In this chapter, we cover:
• How you can use viral marketing to increase traffic
• Word-of-mouth viral marketing
– Pass-it-on viral marketing
– Tell-a-friend scripts
• Various ways to leverage your viral marketing campaigns
• Incentives to encourage viral marketing.
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