The Arcane Science of Lead Conversion (Really has Nothing to do with Real Estate)

Posted by: Pat Kitano on July 4th, 2008

The problem with online marketing for real estate professionals is the reality that learning online marketing has little to do with real estate practice. Remarkablogger confirms one of real estate’s online marketing principal missions – lead generation and conversion.

If visitors don’t take actions that result in profits, you are wasting your time.
You can do all the SEO work you like, but if nothing happens when visitors show up, you did it for nothing. You can pay tons of money in advertising, and you have thrown away every penny if nobody buys anything or signs up for your newsletter. You can write comments on other blogs and work through social media to attract visitors, but if those visitors just bounce right back out of your site without doing what you want, you’re leaving money on the table.

Mastering the tricks and vagaries of effective online lead generation are beyond the scope of 99% of real estate professionals. The industry knows this, and online real estate applications have historically aimed to simplify or automate online marketing presence for agents:

Companies like HomeGain, Active Rain, Trulia and Zillow are now aiming to facilitate agent online presence comprehensively – figuratively positioning themselves as one-stop shops for Real Estate 2.0. They are beginning to package acknowledged lead generation concepts – web/blogsite, SEO, localized promotion and social networking (even HomeGain has a Ning social network) – for sale to the overwhelmed real estate agent who now realizes the need to be online but are baffled by blogs, Twitter and Facebook.

When online vendor offerings are separate and segregated with thousands of companies pitching bits and pieces of Real Estate 2.0, real estate agents are confused. The aggregation of services into easy to use, integrated solution sets signals a marketing tipping point for vendors. The agent adoption decision becomes easier because only one decision is required, and the market matures.

We’re at the beginning of the S-curve for a palatable form of RE 2.0 adoption.

Pat Kitano is author of transparent real estate blog.

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