🏡 The Real Estate Marketing Update - Edition 31

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Read time: under 10 minutes

Welcome back.

In this edition, you’ll learn a powerful framework to get more subscribers from your website’s popups, our favorite new tool for learning while also creating engaging content, and whether or not private listing networks are helping you and your buyers and sellers.

If you're new here, don't worry. We've got you covered. Our previous editions are a treasure trove of tips, tools, and news. Check them out to stay ahead of the game.

Or, if you’re caught up, let’s jump right in.

Ready for some actionable insights in store for you in this edition… 

• One actionable tip that can immediately boost your lead generation

• One handy tool that can simplify your tech stack management

• One essential news story

…and become at least 1% better at generating the right type of leads.

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Real Estate Website Popups Work…When You Use This 3-Part Framework

Your website is often the first point of contact with potential clients. While you've likely invested time and effort into creating an attractive, informative site, there's one element that many real estate professionals overlook: the humble website popup.

You've seen them before – those small windows that appear, asking for your email in exchange for a discount or newsletter subscription. But here's the thing: generic popups are a missed opportunity. In this guide, we'll explore a powerful framework to transform your popups from annoying interruptions into valuable lead generation tools.

The Three-Piece Framework for Perfect Real Estate Popups

Let's dive into a three-part framework that will revolutionize your approach to website popups:

1. Property Specific

2. Value Driven

3. Personalized

1. Property Specific: Addressing the "Job to Be Done"

In the world of real estate, people aren't just buying or selling houses – they're looking to solve specific problems or achieve particular goals. This is what we call the "job to be done." Your popup should speak directly to these needs.

Example:

Instead of a generic "Sign up for our newsletter!" consider:

• For first-time homebuyers: "Discover how to navigate the home buying process stress-free!"

• For sellers: "Learn how to maximize your home's value before listing!"

Takeaway: Identify the specific real estate "jobs" your visitors need to accomplish and create popups that address these directly.

2. Value Driven: Becoming the Go-To Resource

Your popup shouldn't just ask for information – it should offer something valuable in return. By providing genuinely useful resources, you position yourself as an expert guide in the real estate journey.

Example:

• Offer a free neighborhood guide for buyers interested in a specific area

• Provide a home valuation tool for potential sellers

Why it works: These value-driven offers not only entice visitors to share their information but also establish you as a knowledgeable resource in your market.

3. Personalized: Tailoring the Experience

The final piece of the puzzle is personalization. Use the information you have about your visitors to create a more targeted, relevant experience.

Example:

• For visitors browsing luxury properties: "Get exclusive access to our high-end property listings!"

• For those looking at family homes: "Download our guide to the best family-friendly neighborhoods in [Your City]"

Implementing the Framework: Your Step-by-Step Guide

Ready to transform your own website popups? Follow these steps:

1. Identify Your Audience Segments

• First-time buyers

• Luxury home seekers

• Investors

• Sellers

• Relocating families

2. Determine the "Job to Be Done" for Each Segment

• First-time buyers: Navigating the purchasing process

• Luxury home seekers: Finding exclusive properties

• Investors: Identifying profitable opportunities

• Sellers: Maximizing home value

• Relocating families: Understanding new neighborhoods

3. Create Value-Driven Offers

Develop guides, tools, or resources specific to each "job to be done"

Examples:

• "Ultimate First-Time Buyer's Checklist"

• "Exclusive Luxury Property Alert System"

• "Investment Property ROI Calculator"

• "Home Value Maximizer: 10 Tips to Boost Your Sale Price"

• "Neighborhood Matcher: Find Your Perfect Community"

4. Design Personalized Popup Triggers

Set popups to appear based on browsing behavior, time on site, or specific page visits

Use dynamic content to adjust popup messaging based on the visitor's interests

5. Craft Compelling Popup Copy

Use clear, benefit-driven language

Create a sense of exclusivity or urgency

Example:

• "Join 500+ happy homeowners who found their dream home using our Smart Home Finder!"

6. Optimize the Backend Experience

Ensure that the content or tool promised in the popup is high-quality and genuinely useful

Consider creating a series of targeted follow-up emails to nurture your new leads

7. Test and Refine

A/B test different popup designs, copy, and offers

Analyze conversion rates and adjust your strategy based on the results

Beyond the Popup: Nurturing Your New Leads

Remember, capturing an email address is just the beginning. To truly maximize the value of your optimized popups:

1. Deliver on Your Promise: Immediately provide the guide, tool, or resource you offered.

2. Segmented Follow-up: Create email sequences tailored to each visitor's interests and needs.

3. Provide Ongoing Value: Continue to share relevant, helpful content to keep leads engaged.

4. Personal Touch: Use the information gathered to personalize your outreach, showing you understand their specific needs.

From Popup to Closed Deal

By implementing this framework – making your popups property-specific, value-driven, and personalized – you're not just collecting email addresses. You're starting meaningful relationships with potential clients, positioning yourself as a trusted real estate advisor, and setting the stage for successful transactions.

So, take a fresh look at your website popups.

Are your website’s popups working as hard as they could be?

With this framework in hand, you have the tools to transform this often-overlooked element into a powerful asset in your real estate marketing toolkit.

How Can This Help You as a Real Estate Agent?

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Are Private Listing Networks Helping or Hurting the Real Estate Industry?

Zillow recently voiced concerns about the growing use of private listing networks in real estate, suggesting that they harm sellers, buyers, and fair housing. These networks, which restrict property listings to select groups of agents and buyers, limit exposure to a broader audience. Zillow’s report emphasizes that by limiting access, these networks undermine transparency and fair competition, potentially reducing the selling price for homeowners by cutting out a large pool of interested buyers.

Impact on Real Estate Marketing

For real estate agents, this trend highlights the need for more inclusive and transparent marketing strategies. By relying on open platforms like the MLS or Zillow, agents can ensure broader exposure for their listings, providing more opportunities to attract serious buyers.

Additionally, with fair housing concerns becoming more prominent, agents should emphasize the importance of transparent marketing practices in their interactions with both buyers and sellers.

Actionable Strategies for Lead Generation

1. Promote Transparency in Listings

Be proactive in discussing the benefits of broad listing exposure with your sellers. Use public platforms that give full visibility to all buyers, emphasizing how this increases the chance of a quick sale at the best price.

2. Leverage Fair Housing in Marketing

Use marketing materials to showcase your commitment to equal housing opportunities. Highlight your use of transparent practices to build trust with potential clients who value fairness and inclusivity in real estate.

Is it time for you to rethink whether or not to use private listing networks?

By focusing on open, transparent marketing strategies, agents can both protect their clients’ interests and position themselves as champions of fair housing, which can lead to stronger relationships and more leads.

Thanks for reading.

See you next week.

The Real Estate Marketing Update Team @ imFORZA