I was talking to a prospective client late last week. He’s a real estate investor and he was asking me about different sales funnels that I thought were particularly effective for real estate investors. Here’s the answer I gave him:
There are two sales funnels that I really like for real estate investors right now. Each one is perfect for a slightly different audience.
SALES FUNNEL #1: THE BLOG SALES FUNNEL
Sales funnel overview:
Drive traffic > Blog > Newsletters > Become client
Driving traffic to your site: In this sales funnel, you drive traffic to your website through some fairly standard online marketing techniques. Right now I really like press releases and social media for driving traffic. I like articles, too, but because of the recent Google Panda update, I’ve become far pickier in recommending articles as a solution. I’ll only recommend them in certain situations.
Once a visitor is on your real estate investing site: On your website, visitors are greeted with a blog. You blog regularly about topics that are of interest to your audience and you build up your credibility and authority on the topic. You can present yourself as a solution but it needs to be a softer sell. You also prominently feature a newsletter subscription.
Once a visitor is subscribed: Here, you provide even deeper content that makes your subscribers feel like they’re part of an inner circle. You also present more clearly your ability to as a solution to their problem or need.
Buy from you: This is the action that your subscriber takes to contact you so you can help them.
SALES FUNNEL #2: THE SALES LETTER SALES FUNNEL
Sales funnel overview:
Drive traffic > Sales letter > (Newsletter) > Become client
Driving traffic to your site: Just like the above sales funnel, you drive traffic to your website through some fairly standard online marketing techniques. But you can also drive traffic to your site through Google AdWords.
Once a visitor is on your real estate investing site: On your website, visitors are presented with a long-form direct response sales letter and a very clear call-to-action. The call to action can be either a subscription to a newsletter or to contact you. (It depends on what you’re selling. I’ll talk more about this in a moment).
(Once a visitor is subscribed): If the call to action (above) was to subscribe to a newsletter, you would send helpful content to them on a regular basis.
Buy from you: This is the action that your site visitor takes at the end of the sales letter OR it’s the action that your subscriber takes at the end of each newsletter you send them.
WHICH SALES FUNNEL IS BEST?
I presented 2 sales funnels that I really like right now because I think they both can work… it just depends on who your audience is and what you are selling. Here are some ideas to help you choose the right sales funnel for you:
- If your audience is highly skeptical, choose the first sales funnel because you can spend time building rapport with them. For example, if you are a real estate investor who wants to find hard money lenders to help you buy properties, a blog might be good.
- If your audience has a very time-sensitive need, choose the second sales funnel and the call to action of contacting you, because a direct response sales letter will help them move forward quickly.
- If you have helpful content that you can divide into “great for everyone” and “great for only a few people”, then the first sales funnel can work because you’ll want compelling content in your blog and in your newsletter. This doesn’t work for everyone, though.
- If you want to measure the success of your marketing and drive traffic more effectively, use the second sales funnel because Google AdWords tools can help you manage the metrics in your sales funnel far better than a blast of online marketing and social media efforts.
- If your audience is already convinced of their problem or need, use the second sales funnel.
- If your audience is facing a problem or need for the first time and needs to be educated before they can choose your services, use the first sales funnel.
- If your message has a certain amount of exclusivity to it (i.e. you do something completely different than everyone else), use the second sales funnel.