Recently I was a guest on a webinar that spotlighted my funnel solution for property investors and property business owners called Property Pipeline Pro. On the back of this webinar we had a call to action to book a call with me. There were over 200 people on this webinar and not surprisingly I had a lot of people booking calls, all good so far.
On about the fifth call of the day, I spoke to someone who is being trained in property, by a company that I'd not heard of. The person who booked a call said something that went against everything I believe about marketing and specifically the market of property businesses.
The good advice and the wrong advice...
the company in question (who shall remain nameless) tell their students that it's a great idea to get a website online as it provides great credibility. This I 100% agree with. Having an online business presence is vital to credibility, but that's where their good advice stopped. If fact they said that, all their students need to do is bung a site up and leave it! You'll get deals from your connections. While this may work in some cases, what about making the sites more attractive to those investors? What about standing out in the sea of static property websites? What about using the available technology to boost engagement?
Taking it to the next level...
The sites we build for our clients are specifically designed to convert site visitors into leads. Whilst it's great to have a site, why not have a high converting site that builds a database of prospects and clients whilst still getting credibility, in fact cement that credibility with genuine engagement.
The real secret to building relationships with a website
Investors want to KNOW that they are dealing with a professional company from the outset, but it goes deeper than that, if they go to a website and there's nothing to interact with, what are they going to do? The answer is simple... they leave!
What if the information you have is of interest, if there is no 'call to action', such as downloading a prospectus. sometimes called an initial investor pack or booking a call with you, how much further are they able to go with you?
Anyone who takes action on your site is interested, and taking action normally means they have to submit their details, bang you have a lead you can engage with. Now from that simple engagement you can start to build a relationship, even if it's mainly automated. Now you have their email address, to send more valuable information, you may have their phone number so you can call them. The point here is engagement is the ONE thing that can help you build a business.
So putting up a static or vanity site can only go so far, but if your site has some real interaction, calls to action that you site visitor wants, then you have a dynamic, converting site that will bring you more business.
So think about what you need to convert site visitors into leads and consequently real business. The first is the downloading of your investor focused prospectus. This is sometimes call an initial investor pack. You may not realise it, but this is critical to converting site visitors into leads for 2 reasons.
1 - Your prospect investor WANT/NEEDS this information. They are obviously interested and they want something that provides more detailed information about who you are, what you do, your investor focus, your returns, past projects and how they can get involved. The goal of this document and all subsequent follow up emails is to book a call with you, in other words, real engagement.
2 - Your secondary call to action on your website is to book a call with you, it may be the main goal of your marketing, but in the context of you website, it's the secondary goal of the website. This functionality enables your prospect investor to book a call with you at a time that is convenient to them.
Of course, in order to enable these calls to action to work and cement you professionalism, you need some specific technology behind the scenes. in this case, CRM, email automation, call booking technology and a way of delivering you download.
So if someone says, all you need is a basic website, think about taking it up a notch and having a website that can convert site visitors into genuine leads and marketing automation to respond when actions are taken. How do you think this prospective investor is going to perceive you company now?
If you want to discuss how we can help you convert more site visitors for your property business then book a call with me today.. How's that for a call to action?
