Social media websites allow millions of users to engage in conversation.Traditionally, these sites are not meant as a hard sales tool, but it’s a great idea to use your social media network, customer relationship management platform, and remarketing strategies to listen to user conversations and learn more about your clients’ motivations.
You can easily use social media or a CRM platform as a warm sales tool. Consider the BLT (yum). I know what you’re thinking: “what the heck does a delicious sandwich have to do with marketing?”
In the marketing world, BLT stands for Behavioral Lead Targeting, a process that lets you target prospective clients based on their online behavior and communication. It is also a term that generates a lot of pre-lunch cravings in the office.
All jokes aside, behavioral lead targeting is the Web 3.0 strategy to generate warm sales leads – forget cold-calling, door-to-door solicitation, and buying email lists.
Keep tabs on site visitors with Union Street Media’s CRM platform.
“If only we had a bigger marketing budget.”
“How can we figure out how our website is performing?”
“I wish we knew exactly what people are looking for on our site.”
Feel like déjà vu from one-too-many office meetings? Here’s the good news: having a customer relationship management system lets you get better insight into how potential clients use your website to find information.
Our CRM dashboard lets you see which leads view certain listings and pages – even if they don’t save or favorite those listings on their account. This information allows you to see what a client wants and needs before they contact you.
Maybe you’ve got a warm lead that enters your website and navigates to your “Buy With Us” page. They take a look at your relocation information and view multiple listings in your inventory. You can take this information to paint a better picture of what this client wants, and you can create a game plan to convert this warm lead into a successful sale.
Team up with the largest search engine around to nurture your qualified leads.
A real estate agent’s worst nightmare: a qualified buyer visits your website and pokes around a bit. After a few minutes of looking through your listings and landing pages, they get distracted by life, close the web page, and silently slip through the cracks.
Before remarketing strategies were around, your best defense against losing visitors was to cross your fingers and hope those lost souls made it back to your website. Now, Google’s remarketing platform allows you to track these visitors and follow them around the Internet with personalized ads.
You can add tracking codes to specific pages on your website that have unique display or text ads. These ads will appear in the header and sidebar of other sites that your visitors find, and they effectively remind those visitors of your site and increase conversions.
Real estate agents can use remarketing strategies for specific listings, buyer pages, seller pages, and general marketing. If a visitor views one of your popular listings and leaves the site without inquiring about the property, you can follow that person on the Internet with an ad that features a photo of the listing and an urgent CTA that encourages them to contact you.
Listen. Engage. Ask. Promote.
How does it work? Social media channels like Facebook and Twitter are really just massive search engines like Google, and they save ALL of your information and posts.
Start by going to the search field on either website, and type in important keywords related to real estate:
It might sound a little extreme, but it makes sense if you want to find people to follow or to share some information with. This is also an easy way to engage in your social media sphere and create conversation.
Take a look at this topic search for the keyword phrase “selling my house” in Facebook posts. As technology evolves and our markets become more competitive, we need to evolve as well. Some may find this idea to be an invasion of privacy, but social media is public forum in which users voluntarily choose to publish information to the public.
The goal of social media is to engage in conversation. Even if you don’t get a prospect’s direct contact information to sell them the house, you now have the opportunity to position yourself as a free resource. They will remember you when they are ready to purchase a home, and they’ll be much more likely to leave you a good referral or testimonial.