Most of us are accustomed to an abundance of free information on the web, but we all know you get what you pay for. Every valuable service has its price. If your website provides valuable content and services, a valid email address is a fair price to pay to gain access via registration. So don’t think twice about requiring registration (you absolutely should), but do consider what you can offer in return as an incentive.
When someone registers on your website, they should receive something of value they couldn’t easily find with a quick Google search. This could be data from your local market, information on the buying, selling, or investing process, and possibly even a discount on a home inspection, home warranty, or some other service you may typically offer your clients and customers. Note: that last one is something you can team up with preferred vendors to offer.
Think of their email address and other registration information as currency. When your readers, followers, and potential leads share their email address, they’re giving you something of value – permission to contact them. They should receive something in exchange for their “payment.” By keeping this unspoken promise of shared value, you’ll keep their trust and earn their business.
A person who registers on your website to access your information and services is going to be a more engaged follower. They’ll open your emails, respond, like you on Facebook, etc. You should return that engagement. You did the difficult part before they registered – you got them to sign up. Now you have a chance to win them over to ensure that you’ll be the first real estate professional they think of when it’s time to buy or sell. In order to keep them engaged, you’ll need to be consistent with the content you produce and send out. Consider utilizing drip email campaigns to keep yourself fresh in the minds of these engaged users.
Not everyone who shares their information with you is ready to buy or sell in the next 30, 60, or 90 days. Some people only wanted the free information. To separate those who are in the “just looking” process from your solid leads, ask them what kind of information they want to receive. This is a direct and straightforward way of qualifying your leads which allows you to send out information personalized to them while figuring out how many real leads you’ve got. Your leads will appreciate your thoughtfulness, and once they realize they’re receiving information based on what they want, their trust in you will solidify.
In order to earn people’s trust online, you have to offer something of value and consistently do what you say you will. To get someone to the point where they’ll fill out your form and share their email address, every interaction with you will need to be friendly, trustworthy, and filled with potential value – even in your free and easy to find content. To keep them and turn them into a happy customer or client, you’ll need to continue to be the person they thought you were before they registered. And it all starts with good content and a registration feature on your website.
Former Communications Director for a local Realtor Association and a big cheerleader for all things real estate related, Michaela is now a full-time freelance writer specializing in real estate and other business industries. When she's not writing the serious business-y stuff, she's likely to be found writing about the hilarity of being a Mom to two rowdy boys.