Real Clues

[RealClues] #322: Market Smarter

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This week at www.LuxuryClues.com:
In honor of tax day--George Harrison and Eric Clapton "Tax Man" video
What constitutes true wealth?
How to master negative thoughts.
What is the one room in a house that is correlated with extreme wealth?

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Table of Contents
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1. CoachingClues: On-Line Dominance: Michael Russer Reveals How to Achieve It, Part 2: Wow--This Website Is for Me!
2. Welcome Notes: Asking the Right Questions--the Key to On-line Dominance
3. Reprise: Market Smarter with Sixteen Key Marketing Questions (Part 3 of 3)
4. Create a Better Life: Save Time, Money, and Gas with Virtual Caravans
5. Positive News for Positive Realtors(reg): The One Positive News that You Absolutely Have to Hear
6. Featured Products: Special Offer for Michael Russer's On-Line Dominance Course
7. Increase Your Production with Personal Coaching
8. Give Us Your Feedback on this Newsletter
9. How to Subscribe/Unsubscribe

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1. CoachingClues: "Wow--This Site Is for Me!"
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Does your website have the "Wow" factor? If not, here's how to get it.

Last week's article looked at the number one reason that agents fail miserably on-line--they fail to create a specific target market. Another reason that agent websites fail to produce results is that they lack the "Wow" factor. If you want to create a "Wow" experience for your web users, follow the steps below from Michael Russer, the author of On-Line Dominance (http://www.OnlineDominance.com).

Once you have established what your niche will be, the next question to ask is, "Do my web visitors immediately know that my website is the perfect fit for them?" In most cases, agents have their pictures on their home page and some information about the area. This is what everyone does. If you're doing what everyone else does, you don't stand out. The result is that there's no reason for your web visitors to come back to your page or to tell others about you.

To have on-line success, you must answer the most important question that web visitors ask: "What's in it for me?" Russer's approach to discovering this important information is to put yourself in your web visitor's shoes. To achieve this goal, you must shift from being in a sales role (i.e. focused on what you want to achieve) to being focused on marketing, which is identifying and fulfilling what the customer wants. For example, if you are serving a first-time buyer niche, ask yourself as well as those around you, "What are the primary concerns that first time buyers have? What are their greatest fears? What do they need to know to close a successful sale? What types of information do they want about the neighborhood? What other needs do they have?"

Russer points to Linda Jefferson's website, http://www.GoArmyHomes.com, as an excellent example of this type of website. The moment a website visitor views Linda's website, it's clear that she has niched her business for Army families. She understands their special needs and provides solutions. She also goes beyond providing real estate information; her site provides useful information about their community as well as providing a place where they can network with other Army families. If an Army family is buying or selling in Linda's area, she is the clear choice to represent them.

Russer says that you can achieve great results by taking as little as 20 minutes to brainstorm with a group of others who have experience with your niche. Don't try to do this alone. Instead, enlist others to brainstorm with you. When you do a brainstorming session, every idea is a good idea. Be complimentary. Avoid criticizing any idea during the brainstorming session since it shuts down the flow. Wait until the group leaves before evaluating the ideas. Next, sort through the information to determine what themes, concerns, and ideas came up repeatedly. These are the key issues your website must address.

The next step is to choose your brand. Avoid using your name because people have trouble recalling names. A strong brand says what you do, whom you do it with, and where you do it. For example, AustinProbateSellers.com identifies a clear market niche in a specific area. Your goal is then to provide as much information and relative data to the niche you serve.

According to Russer, creating a "Unique Positioning Statement" (UPS) that clearly states your area of specialization is critical. A strong UPS, "immediately causes a gut reaction in your web visitors that leaves them feeling that this is the agent who really understands what we want and need. If you don't brand your site effectively or if you use your name to brand, you really have nothing to sell. When you specialize and provide exactly what your clients want, you will create a brand that has a high perceived value."

The next issue to address is how to make site more engaging. Many agents confuse information or content with engagement. To engage your web visitors, you must write in a conversational tone. Avoid using "I" and focus on using "you." The most important thing that you can do is to make the site about your web visitors. You're not telling them about you--you're having a conversation about what matters to them.

A key web marketing strategy is to have attention-grabbing headlines. The best way to do this is to hire a virtual copywriter who understands how to market and can also capture "your voice." By addressing the specific needs of your market and by speaking to them in a conversational tone, your conversion rates will increase dramatically.

Once your site is finished, test it out by asking your clients and associates whether the site is powerfully engaging. If not, keep working on it until it is. Again, an excellent way to do this is to brainstorm with your clients about what works for them.

Once you have completed these steps, you're finally ready to drive people to your website. Don't miss next week's article to learn how.

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2. Welcome Notes:
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Welcome to our new subscribers this week. Each week RealClues provides you with great strategies to improve both your business and your life. If you find this issue of RealClues helpful, take a moment to hit the "forward" button and send it to another friend in the business.

Does your website give your web visitors a "Wow" experience? One of the great strategies is to ask great questions. If you haven't looked at our "Market Smarter with these 16 Key Marketing Questions" articles (they are in this week's Reprise), this is a great way to start. Remember, an important part of marketing today is uncovering what matters to your customer--not about promoting yourself. This is the best of "give-to-get marketing." Be of service, match customer needs, and watch your business grow.

If you would like to receive specific tutoring on this aspect of your business, please see "featured products" below. Michael Russer has given us an incredible deal for his On-line Dominance Course.

Make it a great week.

Bernice Ross, MCC, and Byron Van Arsdale, MCC
www.RealEstateCoach.com, www.LuxuryClues.com, www.RossdalePress.com, www.ConferenceCallTraining.com, and www.TeleconferenceLine.com

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3. Reprise: Market Smarter with these 16 Key
Marketing Questions (Part 3 of 3)
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Can't afford an expensive copywriter for your business? This article first ran in 2005 and was the result of an interview with James DeKoven, who has an impressive track record of helping businesses create real results from their marketing. Persuasive copy sprouts from probing questions. DeKoven has found the following questions to be among the most helpful in his arsenal. Before you spend more money marketing your services, evaluate your current marketing campaign by asking these key questions outlined in this important series of articles.

http://www.realestatecoach.com/articles_archive/art20050613.html

In case you missed Part 1:
http://www.realestatecoach.com/articles_archive/art20050606.html

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4. Create a Better Life: Save Time, Money, and Gas with Virtual Caravans
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This article first ran in 2004. At the time, there was fear that gas prices might some day be $4.00 per gallon. Sadly, that day is now. If you want to help your office become more effective as well as keeping costs down, a virtual office "caravan" in this best way to see all your new office listings with absolutely no effort.

http://www.realestatecoach.com/articles_archive/art20040119.html

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5. Positive News for Positive Realtors(reg)
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This is the one Positive News you absolutely must hear. This session reveals the real source of much of the bad news in the press as well as where to find the numbers that counteract it. Special thanks to Michele Leonard of Long and Foster for sharing this information and especially to the author who wrote it David M. Michonski, Chairman and CEO of Coldwell Banker Hunt Kennedy in New York City.

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6. Featured Products: Save $100 on Michael Russer's On-line Dominance Course
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If you're not achieving the results you want from your website, don't wait. Michael Russer made a great offer to our readers--$100 off his On-Line Dominance course. He normally sells this seminar for over $2,000. The price he is offering to our readers is $100 less than it is on his website. (He's charging us $495.00 for the 12-week intensive course.) After interviewing Michael, I'm convinced that this course will produce the results you want. You'll have to do some work, but the dividends will be high for years to come. To receive this special offer, please email me at Bernice@RealEstateCoach.com for a personal introduction to Michael and learn how to become the On-Line Dominance agent in your area.

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7. Increase Your Production with Personal Coaching
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Looking for a well-trained coach who knows the real estate business? Our coaching team can help you increase your production and make your dreams come true. Send an e-mail to Shane@RealEstateCoach.com and we'll help find the right coach for you.

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8. Give Us Your Feedback On This Newsletter
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We want your feedback -- to share your thoughts and suggestions, please e-mail us at Shane@RealEstateCoach.com.

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9. How to Subscribe/Unsubscribe
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Visit our Web site, http://www.RealEstateCoach.com to subscribe/unsubscribe to RealClues.

Copyright (c) 1996-2008, RealEstateCoach.com and Teleclass4U.com, LLC. All rights reserved. Permission is granted to reproduce, copy or distribute RealClues as long as this copyright notice and full information about contacting the contributors to this newsletter is attached.

Contributors to this newsletter:
Bernice Ross, MCC, and Byron Van Arsdale, MCC, Owners, www.RealEstateCoach.com, www.LuxuryClues.com, www.ConferenceCallTraining.com; www.RossdalePress.com; and www.TeleconferenceLine.com
Shane Bowlin, REC General Manager

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