5 Low Cost Strategies to
Transform Your Website from
a Marketing Brochure to a
Lead Generation
Machine
Presented By
What’s Happening…
87% of consumers use the internet to
find a home
What’s Happening…
Who is the Fastest Growing Demographic on Facebook?
What’s Happening…
Consumers Are
Relying On Each
Other
, NOT Traditional Advertising,
to
Choose Which Companies to do
Business With
What’s Happening…
“It Doesn’t Matter How Loud You
Scream…
…What Matters is How
Loud They
(the consumer) Scream!”
“You Can’t Hide
Behind Your
If Your Website Has Some of
This…You Need Some Help!
1. Lack of Compelling Content Poor Site Hierarchy
2. No Web Marketing Plan Lack of Testimonials
Too Many Photos on Home Page (Poor SEO)
If Your Website Has Some of
This…You Need Some Help!
3. Missing Motivators
No Reason for a Consumer to Contact You
4. No Ability to Measure Success Lead tracking
If Your Website Has Some of
This…You Need Some Help!
5. Lack of Consumer Identity (Niche market) Company Focused Vs. Consumer
How Has This Market Changed the
Way Consumers Purchase Housing?
“Are You Fighting the Market in More Ways Than You Realize?”
One Step Marketing Vs
Are You Fighting the Market in
More Ways Than You Realize?
One Step
Marketing--Company Focused
-Asks Prospect to Move to Consumer in 1 Step -Prospect is Asked to “Give” First
Are You Fighting the Market in
More Ways Than You Realize?
Multi-Step
Marketing--Consumer Focused
-Prospect Becomes a Consumer in Multiple Steps -Company “Give’s” first
Are You Fighting the Market in
More Ways Than You Realize?
3 Phases of Multi-Step Marketing
Phase I: Market Positioning
Phase II: Lead Generation
Phase I: Market Positioning
With Woman-Centric
Women now buy 62% of all new vehicles!
(CNW Research)
As Consumers
Women make 83% of all consumer purchases. (Business Week)
As Consumers
Why Woman-Centric?
Women initiate 80% of all home-improvement purchase decisions, especially when it comes to big-ticket orders like kitchen cabinets, flooring and bathrooms. (Forbes, 2003)
Women directly purchase or have controlling
influence in the purchase of 91% of all new homes.
(Smith-Dahmer Associates, NAHB IBS)
Understanding female homebuyers
“Stress in her life is the #1 compelling theme for women.” – Mary Lou Quinlan
Understanding female homebuyers
“Women recognize by a 3 to 1 ratio companies, whether large or small, that market to women. And by a 7 to 1 ratio women will go out of their way to do business with these companies.”
Though women are involved in 89% of all consumer electronics
purchase decisions, only 1 % felt that
manu-factures had them in mind when creating
products. (Consumer Electronics Association, 2004)
“Quality”
Quality of Construction
Quality of Construction
Quality Products/ Brand Names
“Quality”
Quality of Construction Quality Products/ Brand Names Quality of Design
“Quality”
Quality of Construction Quality Products/ Brand Names Quality of Design Quality of Her
Buying & Building Experience
“Quality”
Traditional marketing thinking
--Spend
more ad dollars to be seen by more
people and hope it turns into more sales.
Experiential marketing
concentrates on
connecting with and deeply impacting a
smaller number of people.
Why Take a Woman-Centric Approach?
Phase II:
Web Site Lead
Generation
with
Woman-Centric Market
Positioning
What Your Web Site
Needs…
Strategy I: Create a Top Selling Site…
1. Navigation bar (at the top of the page) 2. Your Marketing Message
3. Sign-Up for Your Free Offer (include a reason) 4. Qualifying Questions or Statements
5. Testimonials
6. Solution Introduction 7. Call to Action
8. Contact Information
First- Create a Top Selling
Site
Next- Generate Leads With
Your Website
Strategy II: Create a Consumer Identity with
Woman-Centric
Strategy III: Search Engine Optimization (SEO)
Strategy IV: Utilize Social Networking to Build
Relationships Multi-Media Blogs
How to Generate Leads
With Your Website
Strategy V: Create a Compelling Call to Action
Phase III:
How to Convert Leads With
Your Website
Strategy VI: Systematic Email follow-up,
Introducing…
One Woman-Centric Client, NIH Homes.
“Though new home sales are
down 74% in the Twin Cities, we were able to double sales in
2008 using the Woman-Centric
approach.”
– Jeremy Skogquist, as presented at the 2009 International Builders Show.
Larry and Jeremy Skogquist,
NIH Homes, Elk River, MN
Introducing…
“Between April 25th and May
18th, 2009 we’ve received one
construction letter of intent, one home site reservation, sold our model home and two additional pre-sold homes. The booked
sales are nearly $2,000,000
alone.”
– Jeremy Skogquist, NIH Homes Larry and Jeremy
Skogquist, NIH Homes, Elk River, MN
Introducing…
“While other builders are dead in the water or out of business,
we’ve sold 4 Woman-Centric
models and 3 to-be-built homes in 4 months.”
-Mike Rygh from May 1st, 2009
Mike Rygh, Custom One Homes of Cottage Grove, MN
“Where do I
Get Started?”
“How Do I Get Started?”
Market Positioning:
“How Do I Get Started?”
Lead Generation: Web sites and lead generation
strategies using your unique market position.
Minnesota Woman-Centric
Housing Consortium
Lead Conversion: Mastermind Coaching and
Mentoring to increase conversion ratios.
6 Secrets to Maximizing Your Home
Are You
an…
Associate
Homebuilder or
Remodeler?
You Have 3 Choices Today…
You can do nothing and hope for
different results.
Download one or both of my FREE sales
E-books at www.NHSalesCoach.com
Purchase The Ultimate Guide to
Attracting Home Buyers and The
Ultimate Guide to Transforming Cold
Prospects into Hot Leads.
Use the “contact us” field at the
bottom of this page for more
information.
Rick Storlie
www.NHSalesCoach.com [email protected]
