Recipe For Success 2006

In February 2005, we featured one of the most popular articles in the history of Z-News. In the form of a 'Recipe for Success', this highly regarded article gave insight into how our successful clients turned their websites into real lead generating machines.

Countless of you have asked for an updated 2006 version of 'Recipe for Success'. For example, one of the biggest shifts we have seen in the last year is a greater understanding of capturing, incubating and cultivating leads. In this 'Recipe For Success' we paint a crystal-clear picture of the steps you need to follow, not only to become a successful agent, but to help you take advantage of today's Internet consumer.

Our successful clients are "Cooking up Success" by:

• Branding a domain name (web address) that mirrors their website and service.
• Establishing a website centered on consumers and great service.
• Being an online resource for real estate and the community.
• Automating and improving communication with their prospects.

To create your recipe for success, use the following ingredients that are making top producers thousands of dollars more a year.

1. Collaborate with your Personal Marketing Coach
   The relationship you build with your Personal Marketing Coach will have a huge influence on your success. Meeting with your regionally focused coach on a regular basis is the most effective way of keeping informed and making progress.
2. Showcase Properties
   Meet or exceed consumer expectations by providing handful of properties on your website. Consumers look for homes - not real estate agents - online. Seeing your listings will drive them to your website. Seeing more listings will keep them on your website.
   1. Your listings: Your website gives you the ability to showcase active, sold and/or pending properties. The most important thing is that you show homes! Don't forget to add listing slideshows! Contact your Personal Marketing Coach if you wish to add a listing slideshow.
   2. GO IDX: Increase your inventory by giving consumers access to as much of the MLS as possible. Establish your site as the portal to all properties in the area. Automate this process by allowing your website visitors to get automatic personalized listing updates via email.
3. Leverage your inbound and outbound contacts
   Instead of promoting your phone number in all of your marketing efforts, it has become more important to promote your website to generate leads. Once you capture someone's email address, it's easier and more efficient to communicate and 'harvest' them using this method than via traditional phone calling.
   1. Email: Instead of using johndoe@aol.com or your brokerage email, use an email address that is branded to your website domain (i.e. johndoe@yourcompany.com).
   2. Branded Communications: Professionally enhance your image by branding every email you send with your picture and contact information. Ask your Personal Marketing Coach about our branded email solutions.
   3. Email Signature with calls to action: A good signature line is not too long (keep it under 7 lines) and has all your contact information including website, fax, address, name, and title. A trend among signature lines is to include a "Call to Action" or motivating message to draw people to your website. (for example - Visit www.yourwebsite.com and be entered to win restaurant gift cert to TGI Fridays)
   4. Voicemail Greetings: Always instruct callers to visit your website after leaving a message. Remember to give them reasons to visit regularly.
   5. Faxes, Letterheads and Business Cards: All marketing materials should have your web address and calls to action.
   6. Other traditional marketing efforts: Less efficient methods of marketing like bench-ads and newspaper ads can be made more efficient by inserting your web address and a reason why to visit, i.e. 'instant home comparisons'.
4. Increase your website "Curb Appeal"
   Create a destination website with local resources, impressive images, custom artwork, personal logos and slideshows.
   1. Brand yourself: It starts with the right web address that's more than just your first and last name; it is an identity that is connected with your market. A simple way to build your brand is to take advantage of your web address and create a logo.
   2. Feature the area, not just homes: Support your online identity with pictures and resources. Show and reveal local communities, landmarks, people and scenic views. Building an extensive 'local resource' section of your website is essential to develop your website into a community resource.
   3. Offer your website visitors instant gratification: Once a visitor arrives at your website, it's essential you engage them immediately. InstaCompare is a powerful tool that does just this - it offers instant home comparisons for the visitor AND generates a lead for you at the same time.
5. Got Leads?
   Without leads, a great website is nothing. Website Traffic programs such as BuyerLink™ leverage recent changes in search engine marketing, such as pay-per-click, to deliver highly targeted prospects from your demographic area to your website. Additionally, every Z57 website has been optimized with the ability to be "seen" by search engines the day they launch.
6. Cultivate and Incubate Your Leads
   Don't let your leads just sit in your database or email inbox. Put them to work using a drip email marketing system that automatically keeps you in contact with your prospects. The home buying cycle can be up to 16 months long - drip marketing allows you to stay 'top of mind' with automatic emails during this process. This increases your chances of being the first agent the prospect calls when they are finally ready to buy or sell. Most agents are not utilizing this cutting edge technology yet - gain a competitive edge by implementing a drip marketing solution today. Z57 offers a versatile solution called Agent Catalyst so you can gain this advantage over your competition.
7. Stay Informed
   Understanding how the Internet can make your business grow is vital. Signing up for email updates on how technology is changing your industry will help you adapt and stay competitive.
   
   Key resources:
   1. Z57 success guides and interviews
   2. Z-News
   3. Realtor.org
   4. Inman News
   5. Broker Agent News

Once you have mixed in all of these ingredients, you are on your way to consistent results and great success. Your Personal Marketing Coach is waiting to discuss these key steps to success and to help you integrate them into your regionalized business plan.