An opt-in or free offer is “an irresistible item of value provided to a prospect in exchange for their contact information,” according to Ryan Deiss, founder, and CEO of DigitalMarketer.com.
The challenge, at least it seems to be for so many real estate agents, is changing your idea of what constitutes “value” to real estate consumers in 2022.
Is it a “free market analysis?” or the equally common promise of email alerts when homes that fit a homebuyer’s criteria hit the market?
Perhaps, in some cases. But in most cases, in 2022, real estate consumers are hungry for education and information and you need a way to set yourself apart.
Direct response reports feed that hunger and fill your pipeline with new leads that turn into listings.
Different Direct Response Report topics
Direct response reports can be about any number of topics. But, before you settle on one, ask yourself three questions:
- Does the topic address a real problem? For example, in the current real estate market, few potential clients will be clamoring for a report about boomerang buyers.
A direct response report comparing the pros and cons of buying versus renting like the Rent vs Own report or a report outlining the Inventory is Low. The Time to Sell is Now are both more appropriate.
2. Can you provide a quick solution to their problem? For instance, a report for absentee owners on selling a vacant home addresses the concerns these home sellers are worried about.
We queried agents on which report topics are most in demand right now. They include:
- What if I Sell and Can’t Find a Home to Buy
- Timing is Everything
- Seller Mistakes to Avoid
- Top Reasons Home Sales Fall Through
- Should I Buy First or Sell First
- Ways to Protect Your Valuables While Showing Your Home
All of the above report topics are available under Flyers in the direct response report section of ProspectsPLUS!.
3. Can I write these direct response reports so that they are compelling, valuable, and deliver on the promise? Not everyone is a writer. Direct response reports must, first, employ perfect spelling and grammar. Choppy flow is distracting and amateurish, so ideas should flow naturally, one to the next. Then, these reports should sound friendly, yet authoritative.
Tools you’ll need to put your reports in motion
The first tool you’ll need is a landing page. Here is where visitors will enter the required information to receive their free direct response report.
There’s an art to creating a compelling landing page (squeeze page). Check out Instapage.com’s “30 Squeeze Page Examples To Leverage for More Conversions” and read the critiques of each one. You’ll be a squeeze page pro by the time you finish.
The most important aspect of using direct response reports to generate more listings is your commitment to nurturing those who opt-in. The fortune is most definitely in the follow-up.
Where to Add Your Direct Response Report Offers
- Add them to your listing presentation folder and pre-listing packet.
- Share a free report offer on social media. State they can DM you for a free copy.
- Add it to your direct mail as a free offer.
- Include in your email newsletter as a free offer.
- Add to your website as an opt-in in exchanbe for their email.
PLUS: When you have time…below are some marketing tools to help support your success.
1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine
Homes & Life Magazine is a customizable magazine, with rich, full-color content, and a sharp, professional esthetic. It includes compelling, direct response-driven articles written by real estate industry experts, combined with engaging lifestyle content. Send out Homes & Life Magazine in Just Minutes – No Minimums Required. Or we’ll ship it to you.
Homes & Life Magazine is the ultimate “Coffee Table Lingerer”! …and, it costs less than sending a greeting card! – Click Here
2. The Free 12 Month Done-For-You Strategic Marketing Plan
The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, niche Markets, geographic farming, sphere of influence, and past clients. – Click Here
3. The BusinessBase, SOI building system
The most effective thing you can do to build a real estate business is to become more visible, more likable, and remembered more often. The BusinessBASE™ not only checks all of these boxes, but it is a business building machine. In two easy steps, you can begin to build a robust sphere of influence that will provide you a lifetime of repeat business and referrals. – Click Here
4. The Free Interactive Real Estate Business Plan
The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closing, and so on are needed to reach your goals. – Click Here
5. The Become a Listing Legend Free eBook
Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here
6. The Take a Listing Today Podcast
Watch the ProspectsPLUS!, Take a Listing Today Podcast for actionable content to help you get more listings. – Click Here