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Real Estate Rainmaker. Guide to Online Marketing. Edition No. 1

  • ID: 2217507
  • Book
  • February 2004
  • 336 Pages
  • John Wiley and Sons Ltd
Learn the new rules of real estate marketing!

Old rule: Your website is all about you.
New rule: Your website is all about the customer.

Old rule: Online advertising will surpass offline advertising.
New rule: Integrated offline and online advertising wins every time.

Old rule: Delivering leads is the only job for a website.
New rule: The best websites deliver leads and customer service.

These are just some of the new rules of online marketing that you'll find in this helpful, hands-on guide. In the REAL ESTATE RAINMAKER Guide to Online Marketing, Dan Gooder Richard offers new solutions and proven ways to use the Internet to drive your real estate business. Whether you're a novice or a veteran real estate pro, you'll find all the cutting-edge online strategies you need to design and implement your own effective, profitable marketing strategy-with practical guidance on building a unique online brand with web domains, websites, and e-mail marketing strategies. Full of real-world examples and straightforward guidelines, the REAL ESTATE RAINMAKER Guide to Online Marketing will help you generate more leads and more business than you ever thought possible!
Note: Product cover images may vary from those shown
Foreword by Allen F. Hainge.

Acknowledgments.

Introduction.

20 New Rules of Online Marketing.

PA RT ONE: ESSENTIAL STRATEGIES TO HELP YOU TAKE YOUR MARKET BY STORM.

1. Eight Technology Truths That Could Kill Your Business.

Old Rule: The Internet changes everything.

New Rule: The Internet changes everything except the rules of business.

2. Eight Proven eRainmaker Strategies for Success.

Old Rule: The Internet will change real estate as we know it.

New Rule: Your business is your business and the Internet is a tool to be used.

PA RT TWO: WEBSITE TECHNIQUES THAT WORK BIG FOR LITTLE COST.

3. Selecting Domains to Brand Your Retirement.

Old Rule: Your name is your brand.

New Rule: Your brand should never be your name.

4. Planning a Customer-Centered Website.

Old Rule: Your website is all about you.

New Rule: Your website is all about the customer.

5. Driving Traffic to Your Website: 75 Ways to Promote Your Site.

Old Rule: Online advertising will surpass offline advertising.

New Rule: Integrated offline and online promotion wins every time.

6. Driving Traffic to Your Website: Strategic Linking.

Old Rule: If you link out to other websites, prospects will never come back.

New Rule: If you’re not networking on the Internet, you’re not working.

7. Driving Traffic to Your Website: Search Marketing Basics.

Old Rule: Optimizing your site for search engines is the key to traffic.

New Rule: Offline promotion, strategic links, and search marketing combined maximize traffic.

8. Capturing E-Leads from Your Website.

Old Rule: Delivering leads is the only job for a website.

New Rule: The best websites deliver leads and customer service.

9. Buyer Follow-Up: Converting Website Visits into Contracts.

Old Rule: A picture is worth a thousand words.

New Rule: A website is worth a thousand pictures.

10. Seller Follow-Up: Turning Online Leads into Listings.

Old Rule: The Internet will disintermediate real estate professionals.

New Rule: The Internet makes personal service even more priceless.

11. E-Loyalty: Keeping Customers for Life.

Old Rule: Market share is paramount.

New Rule: Lifetime share of customer is even more valuable.

PART THREE: E-MAIL MARKETING TO CAPTURE AND KEEP CUSTOMERS.

12. Planning Your E-Mail Marketing Strategy.

Old Rule: The Internet works best as a direct marketing medium.

New Rule: The Internet helps you generate transactions and build relationships.

13. Creating E-Mail That Gets Response.

Old Rule: Spam will be the death of e-mail.

New Rule: Permission marketing will survive after spam is outlawed.

14. Converting Prospects with E-Mail Follow-Up.

Old Rule: Content is king.

New Rule: The right customer-focused content is king.

15. Using E-Mail to Build After-Sale Referrals and Repeat Business.

Old Rule: The dot-com era was the peak of the Internet.

New Rule: The Next Wave Internet boom is here - and it’s going to last.

16. Building a Trophy E-Mail Database.

Old Rule: Internet games are diversions for kids.

New Rule: Kids who first played Internet games are now prime first-time buyers.

PART FOUR: DEMYSTIFYING INTERNET MARKETING.

17. E-Marketing Plan: Six Steps to Effective Online Marketing.

Old Rule: Internet users aren’t like you or me.

New Rule: Internet users are you and me.

18. E-Operations Plan: Streamlining with Virtual Assistants.

Old Rule: All this tech-talk is just Geek to me.

New Rule: You should definitely hire a virtual assistant.

19. E-Action Plans: Becoming an eRainmaker.

Old Rule: Best practices are the best practices.

New Rule: Best practices are the ones that work for you.

20. Exit Strategies: Branding an E-Practice to Sell.

Old Rule: Retirement means declaring victory and turning out the lights.

New Rule: Retirement means selling your e-practice to the highest bidder.

Resources.

Online Resource Center.

Shelf Help.

Index.

About the Author.

Note: Product cover images may vary from those shown
Dan Gooder Richard
Note: Product cover images may vary from those shown
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