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Real Estate Digital Marketing Agency | Cotton & Company

Data Capture Essential to Build Sales Pipeline

Posted on December 4, 2012 | Read time: 2 minutes

As we all know, two-way communication is required to have a meaningful conversation. During the new home buying process, beginning the conversation sooner rather than later should be a primary focus of your website marketing initiatives. Of course, increased website visits are a positive indication of your marketing outreach, but it’s only the first step in the sales funnel that requires bringing the prospect through many steps prior to reaching a closed sale.

Website interaction represents a golden opportunity to open a dialog with the prospective homebuyer. Consumers are busy people, and they are often researching their options late in the evening, long after your sales center is closed. They aren’t looking for direct person-to-person contact, but they are doing their homework to narrow their options. Keeping this in mind, your web strategy should provide compelling reasons for the buyer to provide you with their contact information. Ask yourself from the buyer’s perspective, “What’s in it for me?” The most successful sales people don’t sell, they help the people buy, and your web strategy should take the same approach.

Instant gratification–the homebuyer is looking for information to help guide one of the most important decisions of their life. By providing valuable resources that are immediately downloadable, the buyer is much more likely to share their contact information online. Capturing the client’s email address opens those important lines of communication required to convert more leads to site visitors and more site visitors to closed sales.

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