You’ve stayed up late night after night working on your keywords, you’ve written umpteen blog-posts over the past few days (keyword rich, of course), you paid careful attention to the links pointing to your site. That’s a lot of freakin’ work you’ve done to drive traffic to your site. Tell me something…
What’s your plan to convert that traffic into clients?
You have a conversion plan, right? After all, you obviously had a plan to get traffic.
Don’t worry, if you don’t have a plan you’re not alone. Well, okay, you should be worried because you’re losing business that could have been yours but we won’t talk about that right now 
Instead, let’s get you up and running by taking a high-level look at a conversion process you can take and tweak for your own use.
Your conversion process begins at your…
Traffic Source
There’s no shortage of sources here. You have plenty of veins to tap for traffic - articles, blog comments, search engine results, social profiles, community pages, press, etc.
The question comes, “which source supplies the best traffic?” Good question and one you’ll need to answer by tracking your sources because it’ll be different for every Realtor.
Once you tap a source of traffic you direct them towards your…
Squeeze Page
Your squeeze page may be a landing page you send your traffic directly to or could be a registration page to access your home listings.
There’s a number of different types of squeeze pages but they all have the same intention - getting your visitor’s contact info.
Here’s the key to a successful squeeze page, you have to sell your visitor on why they should part with their personal info. How will parting with their information put them in a better position, closer to their goals, than they are now?
One winning tactic is to offer your visitors…
Incentive Content
This is the dangled carrot, the offer on the table for your visitors’ contact info.
Your incentive can really be anything, so long as it provides value. Access to more details for a home, a special PDF report, a spreadsheet, a video or audio.
Sometimes at this point a voice in the crowd pipes up, “but people don’t want to register or give their info.”
Look, people will give whatever information you ask so long as what they get in return is “shiny and golden” enough to justify the trade (read: value!). It’s up to you to make it shiny and golden… you have to sell it.
Now that you’ve made the trade, email for incentive, it’s time to really get to work…
Email Follow-Up
This is where the rubber meets the road… your visitor has just given you something valuable with their email address - mindspace! Your visitor raised their hand, said “I’m interested in more” and will be looking to see how you add value to their life. It’s time to bridge “the credibility gap.”
The only way to do this is through follow-up. Now, I’m a huge fan of automating as much as possible which means using an email autoresponder (here’s the one I use) and dripping on them over time.
Of course, one of your primary concerns in email marketing is to…
Get Your Emails Opened
The success of your follow-up is contingent upon your visitor (now a subscriber) making a choice:
to open or to not open
While it seems pretty simple it actually involves a lot of variables… the good thing is you can really work these variables to your benefit.
Check out this
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Good stuff, Mark. I’m subscribed and I’ll be back.
@Joseph Ferrara.sellsius - right on, joseph. thanks, and i’m glad to have you aboard.
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