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Real Estate Investors CAN Integrate Marketing. Here’s How.

by Joy Gendusa on March 29, 2014 · 9 comments

  
Integrating Marketing in REI

This far into 2014, I certainly hope that your marketing musts are fully in place and bringing in consistent leads! Buuuut just in case they aren’t, let’s talk integration — it’s probably the most effective way to build your business and get new leads and closes coming in consistently.

 The internet has changed the face of marketing. (Understatement of the century, right?) Marketing avenues like websites, pay per click (PPC), email and search engine optimization (SEO) grow in popularity every day. And yet, as critical as it is to build a strong online presence, it’s equally as important to stick with your traditional print marketing that works and integrate it with your digital initiatives.

 Consider these response rate statistics for different media as published by the Direct Marketing Association in 2012. (Click through rate was used for online options.)

  • Direct Mail: 4.26% response to house list; 1.44% to prospects
  • Email: 0.12% to house; 0.03% to prospects
  • Display ads: 0.00% to house; 0.04% to prospects
  • PPC: 0.00% to house; 0.22% to prospects

 The key to maximizing all of the above strategies is to integrate your marketing. By integrating your marketing strategies, you produce a higher return on investment (ROI), thanks to improved results on both fronts. Together, your strategies complement each other to create a more effective marketing plan. It’s a “whole is greater than the sum of its parts” kind of situation.

 Why? There are two reasons…

THE BENEFITS OF MARKETING INTEGRATION

1. Targeting Ideal Prospects

Pay per click (PPC) is perfect for targeting people already looking for you (i.e. sellers, buyers, potential investors, etc.). The clients you get from PPC can tell you a lot about the people you should be targeting, too. Let’s say, for example, you are targeting a particular neighborhood where there are a number of distressed properties. But through PPC advertising, you find that a majority of the leads you are closing actually come from the other side of town. Suddenly, you know that you need to shift your focus. You can use this new information to purchase a highly targeted direct mail list and connect with higher quality prospects. Suddenly, you’ve got prospects coming in from two avenues (PPC and direct mail), each of which is helping the other.

2. Greater Exposure to Quality Prospects

The more marketing material you flow out, the more prospects and sales will flow in. And by mixing your marketing strategies, you can achieve the right balance of legitimate marketing tactics and affordable ones. You can target the leads your PPC ads generate with direct mail, which helps with credibility and response rate. In turn, you can also use postcards to drive traffic to your website, which allows you to use tools like PPC display ads to follow up with those online prospects until they become customers. This is much more affordable than following up via another direct mail piece.

Related: Real Estate Marketing: One Size Doesn’t Fit All

HOW TO INTEGRATE ONLINE AND OFFLINE MARKETING

1. Use Direct Mail to Drive Online Traffic

The key to integration is that you want to maximize the strengths of each strategy. Direct mail is a great lead generator, so use direct mail to drive new leads to your website where you can collect your info. This does NOT mean sending prospects to your homepage, though. Landing pages are a much more effective way to convert new prospects.

 A landing page is a single-purpose webpage that guides prospects through the sales process. Prospects are shown more info about what generated their interest in the postcard (versus just wandering around your website) and receive a special offer if they fill out a contact form. Now they are a full-fledged lead you can follow up with.

Related: The Down & Dirty On Direct Mail for Real Estate – Pros and Cons

2. Use Google Follow-up to Convert More Online Prospects

In the Age of the Internet, 95% of people go to a website before calling an office. So how do you follow up with prospects that visit your website but don’t leave contact info? You can’t, right? Wrong! Google offers follow-up ads that track all the visitors of your website and show targeted follow-up ads to the ones who don’t fill out a contact form. This way you can continue to get repeated exposure to these prospects until they return to your site or close.

3. Use Email to Convert More Leads to Sales

If you do both of the above steps, you should have all of this new traffic heading for your website and (ideally) leaving their email address. You can use these email addresses to send out a regular email newsletter that helps you stay in touch with prospects weekly, monthly, or on whatever other schedule you choose! You can also send a series of automatic emails called a “drip campaign” meant to slowly build trust and bring prospects closer to closing the deal.

Both newsletters and drip campaigns are excellent at keeping your name in front of leads, but you need email addresses to make them worthwhile! Make sure your website has ample contact forms for web visitors to fill out, so you can continue to build your email database and connect with online prospects.

Integrating your offline and online marketing strategies is really the only way to get maximum value out of your marketing. Start out by using these three concrete steps and start improving your prospect conversion results immediately.

What steps are you taking to integrate your marketing?

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{ 9 comments… read them below or add one }

Adrian Tilley March 29, 2014 at 2:12 pm

Great marketing article – I would love to see one of these every day. I especially like the tip about the Google follow up ads – I wasn’t aware of those. It would be great to see costs and response rates to those.

Reply

Sharon Tzib March 30, 2014 at 10:59 am

I call them “stalker ads,” Adrian. It’s kind of unnerving. One day you go to a website and check some stuff out, then all of the sudden, any website you go to that has Google Ads, there is and ad for the site you previously visited, targeted right at you! This goes on for quite some time until they realize you aren’t buying anything.

These predictive ads also pop up in my Gmail.

Reply

Joy Gendusa April 4, 2014 at 2:05 pm

Adrian, sorry for the delay! I don’t think I can collect your email address to send you some figures on here, but I do have a client who implemented these ads in conjunction with direct mail. After one mailing, he had 600 new visitors to his site and most of them abandoned. BUT 55 of them returned after seeing these Google follow-up ads AND contacted him for more information when they came back. That’s 55 more leads that would have been lost!

You can contact any of my marketing reps and they’ll be able to hook you up with some more info directly :)

Reply

Jimmy Moncrief March 29, 2014 at 8:21 pm

Joy!

Nice to see you one here! Great post!

Reply

Joy Gendusa April 4, 2014 at 2:07 pm

Hi, Jimmy! And thank you!! :)

Reply

Sharon Tzib March 30, 2014 at 11:01 am

I’d love to see an article on organic SEO, as I keep reading that keywords have gone the way of the dinosaur. Thanks, Joy!

Reply

Joy Gendusa April 4, 2014 at 2:13 pm

Hi Sharon! Sorry for the delay in writing back, but it’s true that after a lot of abuse from various “legitimate” SEO companies that keywords are given less weight in Google’s algorithm — kind of. They’re still king when it comes to SEO content, but weight is also given to what Google calls “co-occurrence” words. These are the sort of words that would naturally appear next to the keywords in content that is logical and helpful to searchers. For example, if you’re searching for “real estate investment” (the keyword), a page with co-occurrence words like “flipping,” “return,” “house,” etc. would rank better than one with that keyword stuffed a million times into an article about Abe Lincoln. Giving weight to these co-occurrence words helps Google understand that the content their ranking is actually relative to they keyword being searched.

So long story short… they’re still pretty important, so long as you’re really writing about what you say you’re writing about! Then you shouldn’t have any issues :)

Reply

Dan Pressler April 2, 2014 at 9:33 am

Nice article…and good to see someone actually believes in direct mail marketing these days too!

Reply

Joy Gendusa April 4, 2014 at 2:14 pm

Dan, glad to hear there’s still steadfast supporters like us around! Cheers :)

Reply

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