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The Super Secret Method To Creating Email Opt-Ins For Your Real Estate Website

By Sarah Layton

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As a real estate agent, broker, or coach, obtaining relevant email addresses of prospective clients and referral partners should be a top priority.

Once you have their email address, you can continually stay in touch with them through social media, email newsletters, market updates, and more.

This continuous follow-up helps to warm cold leads, earn referrals, promote listings or open houses and keep you top-of-mind with your sphere.

One of the fastest and most powerful ways to obtain those valuable email addresses is with an opt-in on your real estate website.

As always, my mission is to help you leverage content into high-paying clients on autopilot. So today’s post is jam-packed with actionable strategies that you can use today to grow your email opt-in conversion rate by more than 785%!

This very in-depth guide is designed to make this process foolproof but it is lengthy so be sure to bookmark & pin it if you don’t have time to read it now. Your bank account will be grateful you did.

Why Does Your Real Estate Website Need An Opt-In?

If you don’t already have an email opt-in on your real estate website you are missing out on a tremendous amount of commissions, my friend.

If you already have an opt-in but it’s growing at a trickle rather than a flood, you have probably made a mistake with it somewhere along the way.

Not only is a submission from your opt-in an opportunity to stay in touch, it is a signal that someone actually wants you to. They may not be ready to become a client today, but they are signaling to you that they may be ready to hire you in the future.

Regardless, you should look at every email address on your list as a viable lead and treat them that way.

The Secret Sauce Of High-Conversion Opt-Ins

In order for an email opt-in to be successful, it needs to be powerfully persuasive. Before you can make it persuasive you need to first understand what makes your ideal clients tick.

The following are six basic practices that professional copywriters and marketers like myself use to get big-time results.

  1. No Lame Language Allowed

The language that you use in your opt-in is critical. Don’t be lame and just ask them to subscribe to your newsletter. There’s nothing alluring about that.

These days, an email address is hard to suck out of someone, which means that you’re going to need to be more persuasive than that. Offer them a valuable incentive to earn their email address and trust.

  1. Offer Something Desirable

A strategic freebie is the most powerful way of getting a visitor on your real estate website to relinquish their email address. These freebies, otherwise known as a lead magnet, capitalizes on the law of reciprocity. However, if you want it to work, it has to be something that your ideal clients will actually want to get their hands on, like a home valuation.

  1. Keep It Relevant

The key to getting the results that you desire from your email opt-in is to make sure that it is very relevant to the people that you are hoping to convert. In other words, if you want to attract luxury listings, don’t target your opt-in towards first-time buyers.

One common mistake that many people make here is that they make their opt-in broad, hoping to attract as many subscribers as possible. However, when it comes to your website traffic and email list, you need to focus on quality more than quantity. Especially since most email marketing platforms will charge you based on the number of subscribers you have.

Optimizing the quality of your email subscribers will depend heavily on the relevancy of your lead magnet.

Specify who your freebie is for right in the copy of your opt-in so there is no question who should be signing up.

  1. Appearances Count

If your opt-in looks like crap it won’t convert. Period.

It needs to be visually attractive, succinct, and to the point.

You only have seconds to earn their attention before they click that big, bad “X” in the top right corner or bounce off of your website altogether. You need to make those seconds count.

Invest in making your opt-in as visually stimulating as it is persuasive.

  1. Promise A Result

One of the smartest ways to pack your opt-in with a persuasive one-two-punch is to promise a desired result.

Your lead magnet won’t reach its full potential unless it is clearly communicating what steps it will help them to take.

A set of tools, checklist, or useful information are all good examples.

The improvement to their lives or result should also be one that is noticeable. If you can help them create a noticeable improvement in their life, their gratitude will soar, as well as, their trust in you.

I know I don’t have to tell you that once you earn their trust, you earn their business too.

  1. It Should Be Instant

Don’t make visitors to your real estate website hunt for your opt-in. Make it obvious.

Furthermore, make sure that whatever you are promising in exchange for their email address is delivered instantly. Whether it be a PDF, e-book, or any other piece of digital content, it lands in their inbox within seconds of them surrendering their precious email address.

Want some inspiration for your lead magnet? Download this free list of 43 opt-in and lead magnet ideas to get your creative juices flowing.

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The Formula For A Smart Email Opt-In

Now that you have the basics down, let’s dive a little deeper into the exact formula used to make your opt-in as smart as can be.

The formula is actually really easy-peasy!

In fact, it’s just two steps.

Saaayyy whhaaaat?!

Yup!

The “formula” or “trick” to increase your conversions with your email opt-in by 785% is to make your opt-in a two-parter.

You see, the Zeigarnik Effect, which states that people who initiate an action are more likely to complete it has proven that using a two-step opt-in will increase conversions by nearly 800%.

Have them first opt-in by clicking a button that presents the offer like “Get our list of proven tips to sell your house in 30 days or less”. In step two, have them provide their info and submit through a second button saying something like “send me the list!”.

As for the copy itself, there is a very simple 3-step formula that you can use. It goes something like this:

“Want to [desired outcome]? Then you’ll need to [action they need to take]. In this FREE [PDF/checklist/ebook/etc.], you’ll get [repeat or paraphrase the title of your lead magnet].”

You can use that formula over and over again for the initial step of your two-part lead magnet and watch as your list grows day after day.

Finally, you need to close with the all-important CTA which will sit inside your “subscribe” button. The language that you use in your call-to-action is also super-duper important.

Make sure that the language you use ties back into what you are offering. So rather than saying “subscribe now” say something like “Snag the free checklist”.

What Happens Next?

Once you they have opted in, and received their freebie, maintain contact by putting them into a drip campaign. Again, make sure that the content of your drip campaign is relevant to them, their goals, and their challenges.

For example, if they signed up for information on how to sell their house in 30 days or less, don’t send them content about getting a mortgage.

You’ve put a lot of thought and work into creating this high-powered opt-in and explode your email list. Don’t let it go to waste by failing to implement strategic follow-up.

In this action-packed guide, I have supplied you with the definitive formula to create a persuasive real estate email opt-in form for your website.

You just learned how to create an irresistible lead magnet to attract your ideal clients, the six principles for making the copy persuasive, the two-step formula I use to get 785% more conversions, my three-sentence formula, and you got a list of 43 lead magnet incentive ideas!

I have used all of this juicy info to grow my own email list and convert that list into six-figures worth of revenue for my business. There is no reason why you can’t too!

So what are you waiting for?

Use that list I gave you to start brainstorming ideas for your opt-in using all of the tips I’ve just shared with you. Then, get to work on implementing that opt-in on your real estate website and transforming those opt-ins into lucrative clients with a drip campaign and newsletter.

Oh, and let me know if you need any help with those too. I’ve got you covered.