Why do You Have a Web Site?

This week we'll talk about the role your web site plays in your email marketing efforts.

I remember back in 1995 (the equivalent of decades ago in web-years) trying to sell my then nascent web development abilities at trade shows. Back then I remember telling everybody, "One day every company in this auditorium will have their own web site!" And I remember how they laughed at me.

Well, I'm betting that everyone in that 1995 auditorium now does have a web site. In fact, they've probably had a few. Since the dawn of the web, more and more people and companies build their own web sites, and yet often times they don't really know why they're building them. Their reasons changed over time, gradually becoming more and more relevant. It went something like this:

1995:	Because I'm so cutting edge and I want everyone to know it.
1998:	It's an incredibly valuable sales channel, or so I'm told.
2001:	It's an incredibly valuable marketing channel, or so I'm told.
2003:	I need landing pages for my banner advertisements.

And now in 2006, the email wave is crashing ashore. And the new reason to have a web site is, "To get people to opt-in to my email marketing campaign." And we happen to agree. In terms of its marketing value, especially for Realtors, this is the most important aspect of your web site.

Now granted, you don't want to throw your property search out the window. No more than you'd want to throw out your domain name. We agree that these features are a must-have for most Realtors' web sites. However, if you don't have some hook on your site - some way of getting your site's visitors to give you permission to send them marketing messages, then your site (and your name) will be easily forgotten. After all, there are tens of thousands of Realtors out there, and they all have property search on their web sites, too.

How to do it.

Each of our clients receives an easy-to-use form that they can put on any page (or pages) of their web site. This form enables their site's visitors to quickly and easily opt-in to receive that particular Realtor's monthly email newsletter. The process is completely automated.

Other clients of ours even go one step further. Allison and Garr Van Slooten of Eden Prairie, Minnesota posted a screenshot of a sample issue of the newsletter on their web site. This has helped the Van Slootens to continually grow their database of subscribers. See the Van Slooten's web site at: www.homesourcemn.com.

If you're already a client and you haven't yet implemented the opt-in form on your web site, what are you waiting for? Also, please don't hesitate to call or if you need us to send you the form again.

The Upshot

The definitions of what a web site is, and your reasons for maintaining one continue to change. Stay in step with the times by allowing your visitors to give you permission to market to them. This will make your name and web site memorable, and keep your name in top-of-mind awareness with all your prospects and past clients.

'Til Next Time

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