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Using a Second Niche Web Site For Targeted Marketing
| | Monday, March 19, 2007 @ 11:23 AM EDT
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Contributed by: Dan Stojadinovic
Dan Stojadinovic Properties
Read more archived articles about Marketing
Consider using a second niche web site to target a very specific and targeted audience.
Most real estate investors already know that having a web site is not a luxury anymore, but a necessity. But most of them only have one web site. This article deals with the pros and cons of utilizing multiple web sites.
There are now billions, if not trillions of web pages on the internet. So the competition for the visitors’ viewing time is fierce. If your web site doesn’t answer what’s in it for them in 3 seconds, you are going to be “killed” by the click of the mouse. This is
why one page narrowly focused web sites are becoming more and more popular. They deal with a specific and targeted audience, while providing a solution to a well defined problem. Most real estate investors try to buy properties, sell properties, stop foreclosures, do short sales, wholesale, rehab and much more and all on one web site. When there are too many choices people get confused. They want one simple answer and THEY WANT IT NOW! If they are facing foreclosure they don’t care about your buyers list or how to get on it. Certainly they don’t want anything to know about private money or self directed IRA’s and how it can be invested in real estate. THEY WANT YOU TO TELL THEM HOW YOU CAN STOP THE FORECLOSURE. That is it. Just remember when writing your copy; What’s in it for the reader, not for you! No one cares about you! Now this is harsh and it’s not fair. But that is how the world works. And the human laws don’t cease to exist on the home page of your web site.
There is nothing wrong with having and elaborate branded corporate web site, but if you are doing a marketing campaign to a targeted audience, then don’t send them to your corporate web site, send them to a niche web site that deals with your specific marketing campaign. Remember, you only have 3 seconds to capture their attention. So if you are targeting a pre-foreclosure list, then send them to an easy to spell domain name that deals with pre-foreclosures and when they arrive answer what’s in it for them in the very first paragraph in big red bold letters! If you only have 1 hour to write your copy, then spend 50 minutes in writing the headline that will capture the visitors attention. If the visitor doesn’t benefit from what you offered in the headline, they will click away to someone else’s web site that promises to solve their problem.
When asked why a real estate investor will not set up a targeted niche web site, the common answer is because it’s to expensive to have them. This misinformation comes from not understanding the economics of marketing. Web sites cost only $100 dollars to set up and $10 per month (or less) to maintain. The cost of a small marketing campaign is at lease $1000! These are rounded figures but show the relation in prices. If you have a web site, ask for a discount (at least 50% off the second, third and other web sites) from your current web provider. You will get that very easy, or fire them and go to one of the thousand other web site providers – they are a dime a dozen. So don’t pay more then $100/$10. Now, let’s look at the profits! First the huge advantage real estate investors have over 99% of other businesses, is that they have enormous profit margins. If you where selling soap for example, you couldn’t afford to do the direct marketing since even if you sold 2%, it wouldn’t be enough to cover your cost, but in real estate, even if you converted only 0.01% you could be making a fantastic profit. So the cost of the second web site is totally irrelevant! The main question is; does it make at least 1 sale or not! And if done right it should!
The beauty of niche web sites is that you can make many of them and if they don’t work you just scrap them and make anther one. Once you find a winner, you keep it and look for the next winner. Some investors have 5 or more, and they all make profits! In the future, real estate investors will have hundreds of web sites and they will all generate more profits then what they cost to produce and maintain!
Note: Dan Stojadinovic is technology consultant and real estate
investor. Hi is the founder of
TechnoVestor.com a
company that provides the latest technology for real estate investors, and
co-founder of Tampa Bay Real Estate Investors Association (TBREIA.com).
Dan Stojadinovic also is a speaker who specializes in teaching real estate
investors how to properly employ the latest technology in their real estate
business.
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