‘Opt-in magnets’ continue to be a high priority for real estate investors, agents and companies in 2014. So what makes the best magnet, and what factors can increase their value?
U.S. real estate markets continue to rebound. For savvy real estate professionals, there continue to be endless deals available. That is if they have the right list. It has long be said that “the money is in the list.” Facebook has proved this and so have numerous other multi-billion dollar startups. The money is out there and the homes to buy are there. Provided real estate investors and agents have lists, they can sell and flip all the houses they have time to deal with.
As consumers grow increasingly confident, lending restrictions ease. Subsequently, real estate investment euphoria takes hold and there will be more business to be done. Leveraging opt-in tools to grow lists will only become more valuable in this phase of the market. So what elements can help real estate pros excel in this arena?
A lot of noise continues to be made about opt-in forms and the science behind them. Positioning, colors, wording, form fields and more have all been tested millions of times to hone and optimize them. Now there are also increasing numbers of methods of ‘opting in.’ Beyond email, there are Facebook or Twitter sign in tools and SMS. The more options offered, the more likely visitors will opt-in and will see messages.
Of course, most people are now sick of junk mail, junk social posts and mobile ads. In fact, even the lure of $500 or weekly discounts might not be enough to move the majority of consumers to give up their precious contact information. Newsletters have been a common ploy for perhaps a decade. Some of them are really good and really work. Kiplinger still sells theirs after decades. However, most real estate companies and professionals see the need to step up their game, increase conversions and maximize their web assets and ROI.
Those tracking this line of thought will find Ebooks, white papers and reports all common threads in this realm. So which is best, what criteria should be used to evaluate them, what differentiates the good from the bad?
Ebooks are differentiated by their extended length and format. White papers take on a little stuffier and official tone and might typically run 3 to 5 pages, perhaps longer. Simple reports and hot sheets may just be a single page. When deciding which is right for you and your real estate website, there are 5 different factors to consider:
1. Value to Prospect
How value is your offer to prospects? What will it do for them? How much is it worth?
2. Will Google Love it?
Google loves in-depth thought leadership pieces, unique content, and to understand your business model. Tip – for those with content behind a membership wall, First Click Free protocol can enable Google to see it and reward with rankings for it.
3. Cost to Produce
How much will it cost to produce the piece? How long will it take? What will the return on investment be?
Is this something which will be shared? How easy will you make it to be shared? How will this be accomplished?
5. Is it Evergreen?
Is whatever you are promising going to be ‘evergreen?’ In other words, will it go on working for months and years or will it need constant updating and more work and investment on your end?