Real estate multichannel marketing increasing ROI

Aligning website landing pages with targeted social media marketing channels will yield higher on-page conversions (as defined by increased showing appointments, chat requests, 1-800 number call-ins, etc). The challenge many real estate marketers face today is effectively managing the flow of social media traffic with an eye towards ROI. It’s a multichannel marketing issue, which starts with controlling user client and potential client expectations so to avoid the “mishmash syndrome”.

The mishmash syndrome occurs when all sources of traffic to your website converge without any clear indication from whence they’ve come combined with no clear indication as to what they’re to do once on the site. Confusion reigns, frustration mounts, bounces occur. In other words without controlling the expectations of the originating inbound users it’s very difficult to align on-page calls to action to users’ needs and expectations. In fact, your website may–at first glance–look something like this:

Confusing signage and message
Confusing signage and message

Controlling expectations could be as simple as clearly defining what types of information you’ll engage in on a specific social media platform. For example:

  • clearly indicate on your website to follow you on Facebook, Twitter, LinkedIn for specific information
  • set up a LinkedIn professional group or Facebook Page where you’ll focus your information and interaction around a specific topic like real estate investment advice in the age of REO
  • begin slowly migrating your Twitter updates to centralize around a cloud of topics or invite current followers to “subscribe” to a new Twitter handle that will focus exclusively on this “topic cloud”
  • start using targeted Facebook ads to drive traffic

By doing something like the above you’ll let your sphere opt-in to specific channels which thus frees you to narrowly focus on the specific themes or topics you’ve identified. Once you’ve begun engaging new or migrated followers via these defined channels you can begin tracking flows to your website and testing and optimizing the website to meet these users’ expectations.

For example, let’s assume you have a call to action on your website home page something like this: “Join our new Facebook page for real estate investment and REO advice” (as opposed to simply saying “Join us on Facebook”). As you begin to gain fans to this specific page you have a fairly high degree of confidence they’re there for a specific purpose and you could initially provide studies, market stats, reports, essentially any base level research and information regarding real estate investment and REO and ask for comments and feedback regarding these posts. This builds authority and credibility.

Once you’ve developed a healthy degree of dialogue (i.e., engagement) you can begin driving people back to your site for targeted activities, for example: “Just listed a sweet foreclosure investment property” with a link back to a landing detail page specifically targeted at this Facebook fan base and their Facebook friends, perhaps even with a welcome message like “Thanks for visiting us from Facebook, glad you’re here” (a simple script that recognizes the originating URL should do the trick nicely). And then knowing that this fan visitor is likely comfortable with “tech” perhaps your primary “contact me” call to action is a prominently displayed and colored button that says “Click this button to text me if you want to set up an appointment”, with a thank you message after the click like “Thanks for texting me, I’ll text you back shortly and we can set up an appointment. Make it a great day.”

These types of tactics go a long way to realizing a 1-to-1 dialogue. These tactics allow you to focus on a specific niche, target an engaged clientele, position you as an expert to this clientele, and close the loop in a manner that’s satisfactory to this clientele.

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