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Sane Marketing for Real Estate Professionals
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December 2000
(c) Wanda Loskot, Publisher
http://SaneMarketing.com
Registered with the Library of Congress
ISSN: 1526-6583
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Subscribe and unsubscribe information at the bottom.
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In This Issue:
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1. From Editor: Marketing with Postcards
2. How To Get More Leads From Your Web Site
3. Perfect For Your Internet Farm
4. Endless Referrals - The Beginning
5. RealWebPower - Now Even MORE Affordable!
6. Book & Freebie of The Month
7. More Mistakes Than Can Doom Your Web Site
8. Tool Of The Month: HumanClick
9. RealWebPower - Here Are The Winners!
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"Your big opportunity may be right where you are now."
(Napoleon Hill)
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Dear Readers,
First of all, a warm hello to our new subscribers. So many of
you came aboard recently! -- Thanks a LOT for inviting me to
your e-mail box!
Life was so hectic for me, I was pressed for time and missed
the November issue deadline. Please forgive me. The good news
is that this e-zine is packed with goodies. You might even have
a DOUBLE pleasure (especially if you will get BOTH recommended
books by Seth Godin :-)
A couple of days ago I spent a few hours on the phone with
Bob Leduc. Bob is a foremost authority on postcard marketing
and we were talking about our upcoming MasterMind Chat in
January - I hold these online at Success Connection chatroom
More details at http://loska.com/successconnection/chat.html
Now, let me tell you that I know a few things about effective
marketing using postcards, but conversation with Bob left me
in total WOW! His postcard marketing strategies are brilliant!
Some of his methods bring on average 25% response! (Keep in
mind that average direct mail return rate is 1-3% and ONLY if
you know what you are doing -- see the difference?)
Aaaah -- did my MasterMind Chat with Bob get your attention?
It will take place January 31 at 12 noon Eastern Time. If you
attend, you can ask Bob any question about effective postcard
marketing.
But I have even better idea for you ...
Bob reveals all of his strategies in the book "How To Build
A High-Profit Business On A Low-Impact Budget". I suggest that
you get his book prior to the chat, now, and begin to implement
his strategies. Then AFTER you read the book, and AFTER you
have some experience with his marketing concepts, come to our
MasterMind Chat with very specific questions -- this way you
can FINE-TUNE your marketing with Bob's help and the chat will
benefit you even more!
Makes sense?
Of course it does!
The book costs only $29.95 (I am not rewarded financially in
anyway for his sales). To learn more about Bob's "How To Build
A High-Profit Business On A Low-Impact Budget" send email
mailto:BobLeduc@aol.com or call Bob Leduc at (702) 658-1707
after 10 AM Pacific time (and say hello from Wanda :-)
Hope you will enjoy the rest of the newsletter.
Sunny greetings from Sarasota,
Wanda Loskot, Editor
Comments? mailto:comments@sanemarketing.com
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-> How To Get More Leads From Your Web Site <-
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by Wanda Loskot
Are you disappointed about your web site? You are not alone.
Although so many realtors already are on the Internet, a vast
majority of real estate web sites don't bring any results.
Why?
Because they are designed to impress rather than to generate
contacts. And on the Internet real estate sales is STILL the
contact sport. No people contacting you = no people in your
pipeline. And that means no transactions.
Here is a simple formula for getting more leads from your web
site. I can guarantee that getting more leads will help you
close more sales (and I bet you agree with me on this :-)
1. Establish a valid OBJECTIVE
-------------------------------
Your major objective on the Internet is not to impress people,
not to inform them, educate them, and certaintly mot to amuse
but to inspire them to contact you. Once they get in touch with
you, you will have plenty of opportunities to dazzle them with
classy graphic designs or to demonstrate how resourceful you are
or how many credentials you have and how nice and easy it is
to work with you... Later.
The main reason behind your web site should be getting leads
and inquiries or building your sphere of influence (that means
your mailing list).
So, take a closer look at your site. If your main objective is
to compel visitors to contact you -- is it clear? If not, you
need to redesign your pages. It is not a good idea to inform or
entertain, or demonstrate your knowledge if majority of people
who visit your site don't leave you their contact information
(with permission to send stay in touch).
2. Give them a REASON to contact you
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Now, once you know what is your objective, work on it. Just
displaying the "Contact Me" link on your pages is not nearly
enough to make people want to write you a message.
You need to create a compelling offer that makes people feel
"I have to get this one" -- something that will MOVE them to
make an IMMEDIATE request or inquiry.
There are many ways to create a compelling offer. One of the
simplest is to write a special report, e-book, or booklet that
addresses specific problems of your most wanted type of prospect.
Name it so that they can instantly recognize it as something
they don't want to miss -- for example "14 Most Important Things
To Consider When Buying a Waterfront Property in Sarasota Florida"
(that would appeal to me :-)
For a topic formula and a great list of titles read "Headlines
for How-To Articles" by Joan Stewart - at Sane Marketing site
http://sanemarketing.com/articles//howtoarticles.html
Another great resource is a FREE mini-course of Ken Evoy -- it
will teach you how to brainstorm, create and even produce your
very own info product online, all in just ten days. Really!
Send a blank email message - mailto:loskatims@sitesell.net
3. Make your offer easy to see
--------------------------------
Just because you've got something they want, doesn't mean they
will know about it. Make sure you communicate it clearly, so
that everyone who might be interested in it, will see it.
Check http://BestOrlandoHomes.com -- a link to Risa Saltman's
"HotList" is at the top of every page. I designed it this way.
Why at the top? - Because web surfers often click through pages
without reading or scrolling down. Why on every page? - Because
you never know how people enter your site. They might come via
some link and after reading just one of your inside pages they
might surf away and never come back.
People on the net are ALWAYS in the hurry -- let them know about
your most compelling offer right away, even if they come thought
the "side door".
4. Make it EASY to contact you
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Most of the Realtors ask waaaaaay too many questions on their
contact forms. Recently I visited a web site where people had
to fill out 23 fields to make an inquiry!
Ouch!!!! Twenty three fields!!!!????
Don't hold your breath - people simply will not do it!
If you use a form, ask only what is absolutely necessary. Less
is more (less questions = more leads = more sales). And make it
easy for people to send you a message even if they don't like
filling out forms. Provide a simple, clickable email address
below every form because some browsers don't support them.
Make it easy to call you as well. Offer not only your e-mail
address on every page, but also a phone number and your complete
mailing address, so that your visitor doesn't have to search for
it (and you do want them to contact you, don't you?)
Always keep in mind that on the Internet people have TONS of
options and their attitude is "Let me see what you are worth
and then, if you make it easy for me... then, if I feel that
you are the kind of person I'd like to work with ... I might
trust you enough to do business with you in the future."
How can they find out more about you if they cannot even contact
you without jumping through many hoops?
Of course, a lot will depend on the quality of you follow up and
your ability to develop a relationship via email with a large
number of people. Ultimately the number of sales you make will
depend on your ability to convert contacts into sales. But one
thing is sure -- it all starts with generating contacts.
Comments? mailto:comments@sanemarketing.com
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-> Perfect For Your Internet Farm! <-
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One of the best ways to follow up with your prospects is using
an e-mail newsletter, similar to this one. Did you know that you
can create your own personalized e-newsletter at Sane Marketing?
Complete the form at http://sanemarketing.com/ezine-builder.html
(it takes only a couple of minutes) and you will receive ready
to e-mail newsletter that you can edit and send. Free of cost!
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Do you like this newsletter?
Please forward it to your real estate friends!
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-> Endless Referrals - The Beginning <-
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by Bob Burg
Business Networking is simply the cultivating of mutually
beneficial, give and take, win/win relationships. It's based on
one very powerful premise: "All things being equal, people will
do business with, and refer business to, those people they
know, like and trust."
With that in mind, let's discuss just one aspect of Networking;
meeting someone new in a business/social situation, who might
be a potential prospect, and is definitely a potential source
of referrals.
Pretend you make eye contact with a person at the buffet
table. You both pleasantly smile (after all, he or she is
probably also there to meet potential business contacts) and
exchange names. Then you ask what he does. He answers,
then asks you. Instead of doing a "pitch" for your products or
services, answer briefly, and then invest 99.9 percent of the
conversation asking him questions about himself and his
business. Let's face it, at this point in the conversation,
he is more interested in that than in you and your business.
It's tempting to immediately ask questions that will expose
a want or need for what you sell. Instead, consider asking,
what I call, "Feel-Good Questions."
Feel-Good Questions are simply questions that, by their very
nature, will elicit good feelings towards you in your prospect.
This is "key" because before a person will be interested in your
product or service, they must first become interested in you.
And you can be sure that the people he or she finds most
interestING are the those who seem most interestED in them.
For instance, have you ever been in a conversation with
someone who let you do practically all the talking and later
said to yourself, "Wow, what a fascinating conversationalist
that person is?"
Well, that's what you can be, the fascinating conversationalist.
And it's easy when you ask Feel-Good Questions.
A good beginning "Feel-Good Question is, "How did you get
started in the {widget} business? This is what I refer to as
the "Movie-of-the-Week" question. People want to tell their
story to someone. Don't they especially want to feel as though
someone "cares" enough to ask them to tell their story? Imagine
how they'll begin to feel about you - someone they just met -
who's asking them to tell their story ... something that even
people who seem to care about them have most likely never asked
them to do.
The next feel-good question is, "What do you enjoy most about
what you do?" This is a question that can only elicit a positive
response. A response that will make that person feel good about
themselves, about the conversation, and about you!
So often in sales we are told to right away discover a person's
pain. With that philosophy in mind, you might as well ask him,
"What do you just hate most about what you do...and while we're
at it, how 'bout this wretched excuse for the life you
live." :-)
Instead, find their joy. Only when they first feel good about
themselves and comfortable with you, will they be ready to
eventually open up to you, and allow you to help them fulfill
their wants or needs with your excellent product or service.
Now ask the One "Key" Question that will set you apart from
practically everyone else:
"How can I know if someone I'm speaking to would be a good
prospect for you?"
With this question, you've let your new friend/prospect know
you have his or her interests in mind and that you're willing
to be interested in their success before assuming they'd be
interested in yours.
You've also given them an opportunity to help you to help
them. If you know the answer to that question, you'll be
in a position to refer business to them. And, although you
won't be doing it for reasons of quid pro quo, the fact is
"The best way to get business and get referrals, is to first
give business and give referrals".
In all, "Feel-Good" questions are a wonderful way to
begin establishing a "know you, like you, and trust you"
relationship with this new person.
...................
Bob Burg, an internationally known speaker on Business
Networking and Positive Persuasion is author of "Endless
Referrals: Network Your Everyday Contacts Into Sales" and
"Winning Without Intimidation: How to Master the Art of
Positive Persuasion." He also publishes a free weekly
email newsletter -- http://www.burg.com/newsletter.html
Comments? mailto:comments@sanemarketing.com
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Attention - here comes my shameless promotion!
Hey, somehow I need to pay my bills :-)
-> RealWebPower Coaching <-
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Now even MORE affordable than before!
The market have spoken.
And I listened!
Shorter course and lower price!
-------------------------------
I received many letters urging me to shorten the course because
many of you found it difficult to commit to eight-week coaching.
So, I made a small change in the program of the course. It is
now only 4 weeks -- and I think that with this innovation every
need will be met. Those who are ready for more intensive coaching
can hire me for additional month of one-on-one -- and those who
are struggling, will get shorter course AND lower price as well!
Take advantage of the slow real estate season and enroll in Real
Web Power program now, this way you will be ready to rock and
roll and to get your share during the Spring time.
For only $795 (or two monthly payments of $399) you will receive
Internet business coaching and a 20-page web site, equipped with
referrals and lead generating systems.
$795 -- just think, for the price of one average newspaper
ad! Can you afford to NOT take advantage of this opportunity?
But wait ...
There is even MORE!
Four Bonuses
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In addition to your powerful, e-commerce enabled web site and
interactive four week coaching program, you will also receive
four FREE bonuses! For more details go to:
http://sanemarketing.com/realwebpower.html
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-> RealWebPower Participants Said <-
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"Your mentoring is the counter-balance for keeping on track
as opposed to trying every no-matter-how-tempting alley.
It is just icing on the cake that you also had experience
in the world of real estate. "
Nancy Williams - RE/MAX
http://HomesHarrisburg.com
"I like the most the speed of loading and the ability to
change everything. The continuous feeding of very useful
info between the sessions is a super learning experience."
Ed Schroeder - Coldwell Banker
http://DestinationSantaFe.com
"Wanda really is phenomenal!! She makes you work your tush
off and it's worth it! Her pages are great, her coaching
is FABULOUS! I am an internet addict and teach marketing
on the internet to real estate agents -- and her course
has helped me a lot, both with my own sites and with my
teaching."
Risa Saltman - RE/MAX
http://BestOrlandoHomes.com
For more details about RealWebPower program go to:
http://SaneMarketing.com/realwebpower.html
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-> Book AND Freebie of The Month <-
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"Permission Marketing: Turning Strangers Into
Friends, and Friends into Customers"
& "Idea Virus" - by Seth Godin
Previous Vice President of Direct Marketing for Yahoo, Seth
Godin, belongs to that small group of people who know Internet
marketing more than anyone else. In "Permission Marketing" he
offers his best and oh-so-simple advice for advertising. Smart
marketers are using his approach successfully for years; now
you can lean the philosophy behind it and I can promise you
that once you embrace the concept of permission marketing, you
will never struggle with marketing again.
He says that business can no longer rely solely on traditional
forms of "interruption advertising" in magazines, mailings, or
radio and television commercials. Consumers are bombarded by
marketing messages almost everywhere they go. If you want to grab
someone's attention, you first need to get their permission with
some kind of bait -- a free sample, a big discount, a contest,
an 800 number, or even just an opinion survey.
Once a customer volunteers his or her time, you're on your way
to establishing a long-term relationship and making a sale.
"By talking only to volunteers, Permission Marketing guarantees
that consumers pay more attention to the marketing message. It
serves both customers and marketers in a symbiotic exchange"
To buy the book (it makes a TERRIFIC business gift!) go to:
http://www.amazon.com/exec/obidos/ASIN/0684856360/successconnectio
But wait a moment!
Here is more of Seth Godin - for FREE!
Seth Godin says that the number one question people ask him
after reading his "Permission Marketing" is this:
So, how do we get attention
to ask for permission in the first place?
In answer he wrote another book -- "The Idea Virus". Read it!
It is good. Already the most read full-length e-book of all
time and you can get it for free at Sane Marketing site.
To download this terrific e-book go to:
http://sanemarketing.com/downloads
By the way...
In February I will be speaking at the same conference as Seth
Godin (International Trade Show of Photo Marketers in Orlando).
I'm thrilled to have this opportunity to meet him in person!
If your organization would like to invite me to speak, drop
me a note, you can even earn great reward for recommending me
as a speaker! Check http://sanemarketing.com/free-lunch.html
Comments? mailto:comments@sanemarketing.com
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Do you like this newsletter?
Please forward it to your real estate friends!
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-> More Mistakes Than Can Doom Your Site <-
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(continued from the previous issue)
11. Sending people away upon their arrival
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Don't place ANY outside links on your homepage -- it is
the equivalent of opening the door and saying to your arriving
guest "here, would you like to leave now?". Offer people links
leading outside of your domain only inside, after having enough
of a chance to establish rapport and connection.
12. Not setting MEASURABLE objectives
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Merely impressing your visitors or making them THINK
something (or even WANT something) is not a goal. It is
a wish and even if it comes true, it will not do you much
good. Establish a goal that your visitors contact your --
this way you can measure your response rate and success.
13. Assuming that visitors enter through the front door
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People will enter your site in most unexpected places.
Make sure that you are always prepared to take them by
the hand and lead toward your most wanted response.
14. Not targeting your market
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Trying to scoop all customers with the same kind of message
is like trying to catch a big fish with the same bait you
would use to catch the tiny ones. You will catch many more
if you tailor your message to a specific market.
15. Assuming that visitor will trust you
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Just because you have an impressive website and you are a
professional, means nothing to them -- work on building not
only a rapport, but trust. Trust often cannot be build on
the first visit - be prepared!
16. Being BORING on the web
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Although most people will listen to a boring person to be
polite, they will not stay on your site out of kindness. If
your site is not interesting for them, they will click away
- sooner than you might think - and NEVER come back. What is
boring? Talking about you. What is interesting? Talking
about THEM!
17. Using "mailto" links that looks like regular link
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When people see a "contact me" link, they expect that it
leads to another page -- if you want to launch their
e-mail program, use a hyperlinked email address so that
they can see it coming. Because sometimes people don't want
to launch their email program - plus you always win if you
give your visitors more control.
18. Not spending enough time and energy to promote your site
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"If you build it they will come" worked fine in the movie
with Kevin Costner but on the Internet if you want visitors
coming to your site, you need to market your web site almost
constantly. Learn to do it yourself or pay someone to do it,
otherwise you've got no chance for Internet success.
19. Submitting site to engines via automatic submissions
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Especially those advertised "we will submit to 900 search
engines for $39" - don't let them. Even if they do it for
free, you will pay for it in the future (in the lost business
caused by poor positioning and in time lost fighting spam).
This service is offered often for free because it is virtually
worthless.
20. Trying to qualify leads too fast
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Most real estate agents try to qualify their leads too fast,
scaring people away with their too aggressive approach. Do
it slowly, using baby steps. Don't confuse lead generation
with lead conversion. These are two different processes!
Did you miss the first 10 Mistakes? - you can get them instantly
by sending a blank message mailto:mistakes@sanemarketing.com
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-> Kudos for Sane Marketing <-
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Realtor Online wrote recently:
"There has never been a shortage of experts or gurus in the
world of real estate -- some with something valuable to say,
some who offer little more than a sales pitch.
Judging by Wanda Loskot's SaneMarketing.com site the real
estate Internet impresario and business coach, falls into the
former category."
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-> Tool of The Month <-
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In November I finally installed the HumanClick -- and I'm now
in love with this great tool. It allows you to know immediately
when someone visits your site (if you are online) and it gives
your visitor the opportunity to initiate the chat session with
you (and vice versa), without a need for any additional tools.
It is free of cost and very fast and easy to install. The best
part is that you can track your visitors -- literally watching
someone moving from page to page in real time, seeing precisely
how much time they spend viewing every specific section of your
web site. You can see also where your visitors comes from, and
of course when they live.
HumanClick is extremely useful in evaluating the effectiveness
of your website marketing -- indispensable as a testing devise.
I just don't have enough good things to say about it. And it is
free of cost! I installed it already on all my websites. Want to
see it in action?
If you visit Sane Marketing RealWebPower page, this one:
http://sanemarketing.com/quickstart-details.html feel free to
click on the green graphic near the bottom, just below the link
"Click here for more details". If the graphic says "Click for
A Real Person" - that means I am online at the time of your
visit and will respond to your web-call!
If I am not on line, the graphic will say "Leave a Message".
It is VERY powerful and I highly recommend it.
No, it doesn't show the identity of visitors :-)
Here is the link - http://www.humanclick.com
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-> The Winner of The Month <-
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The RealWebPower winner for November is Jon Kleiber from
Richardson Kleiber Walter Realty -- congratulations Jon!
The next winner might be you, but only if you register!
Go to http://sanemarketing.com/win.html
Comments? mailto:comments@sanemarketing.com
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Do you like this newsletter?
Please forward it to your real estate friends!
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And that's all for November. Thanks for reading. If you have
comments, suggestions, feedback, contributions or maybe even
a praise, please write to mailto:wanda@sanemarketing.com
Have a BLAST!!!!!
Wanda Loskot
http://SaneMarketing.com
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-> Copyright Notice <-
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Copyright 1999-2000, Wanda Loskot. All Rights Reserved. Please
forward it along or tell your friends where they can subscribe
- but do not remove this copyright notice.
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Wanda Loskot - Success Connection
150 Heron's Run Drive, #124, Sarasota FL 34232
http://loska.com
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