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        |  Sane Marketing for Real Estate Professionals  |
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              Registered with the Library of Congress
                         ISSN: 1533-1016      
                     
Publisher: Wanda Loskot  
http://loska.com                                March 06, 2001     
http://SaneMarketing.com                      Vol. 2 - Issue 3

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       Subscribe and unsubscribe information at the bottom.
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     In This Issue:
     --------------
     1. Notes From Publisher
     2. Sign Your E-mails Effectively
     3. Increase Response From Your Ads 
     4. E-Mail Marketing Secrets
     5. How Can This Site Be Improved?     

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  "The best way to predict the future is to create it."
                                      (Peter Drucker)

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Dear Readers,

A warm hello, especially to our new subscribers -- thanks a lot
for inviting me again to your e-mail box. I hope you enjoy this
issue. Don't miss the opportunity to have your web site reviewed
for free in the next newsletter (see the details below).

Please send your comments, questions and suggestions -- I count
on your feedback!  mailto:comments@sanemarketing.com

Sunny greetings from Sarasota,

Wanda Loskot, 
Publisher


------------------|  Shameless SelfPromotion  |--------------x

        -----------------------------------------------
        ->  How much money is your web site losing? <-
        -----------------------------------------------

Let's face it....

Your website generates leads and helps you close transactions
or it doesn't. And if it doesn't generate income, it doesn't 
do you any good. OK, perhaps it makes you feel good if you 
have a fragile ego -- but if you are not making your share,
you are sending money to your competitors....

Now you can find out quickly how to dramatically improve your 
site performance and multiply your Internet generated closings. 
For details go to http://sanemarketing.com/websitereview.html                


x------------------\ end of self promotion /-----------------x


             -> Sign Your E-mails Effectively <-
             -----------------------------------
                      (c) Wanda Loskot


I bet you already know what a signature file is. It is that 
short message people add at the end of their e-mail letters. 
Do you use it? And if you do, do you use it effectively?

Judging from the pile of e-mails I receive every day, most 
people don't use it at all. The vast majority of others could 
make their signatures more effective. 

When used right, a signature file is the single most effective
marketing tool you have at your disposal. Just think: if you 
send only 10 e-mails per day, it will add up to 3,650 e-mails 
per year. That means 3,650 impressions of your signature file!

And if you send about 50 e-mails per day, it means over 18,000
opportunities to advertise your real estate business. All free, 
with no extra work, except the time spent to set it up. 

I have a feeling that *NOW* I have your attention  ;-) 
Here is how you can make your signature file work: 

-> If you didn't do it yet, make sure that you DO set it up. 
   Don't procrastinate or wait for setting up your web site.
   You can (and should) use a sig file even before registering 
   a domain name.

-> Don't aim for perfection. A so-so signature is better than 
   none. Visit http://visualtutorials.com/signature_file.htm 
   for a tutorial that will show you step-by step instruction
   for your specific email program.

-> Make it short. Use maximum 5-6 lines. Sure, you CAN attach
   a whole essay at the end of your email message and no one 
   will accuse you of anything. But the longer it is, the less
   likely people will read it. And you would like them to not 
   only read it, but comprehend it as well, even *respond* to
   it, right? 

-> Make it easy to read and uncluttered. Set it so that it isn't
   wider than 60 characters per line. Why? -- Some email programs
   can't handle longer lines and shorten them, chopping your sig 
   in unexpected places.

-> Once you set it up, use it all the time. So many people have
   signature files set up on their systems, yet they STILL don't 
   use them! Why, oh why? Using a signature file is safe for the 
   the environment and rain forest, it doesn't cause computer 
   crashes or expose your hard drive to viruses! All it does is
   promotes your business. 

-> Always add http:// at the beginning of your web address, so 
   that it becomes a hyperlink in most e-mail programs. If the
   recipient wants to visit your site, just one click can launch
   his/her browser.
  
   Take a look at this example: http://InternetSuccessCoach.com 
   it is clickable in just about every email program (except AOL) 
   --  while InternetSuccessCoach.com alone is not. If I make it
   easy for you to visit, it is more likely that you will, isn't 
   it true? Make it easy for your contacts as well...

-> Most likely you would like to be contacted by phone -- if so,
   include your number in the signature too. But you might want 
   to skip your mailing address and use the space for a more 
   significant message. For example, about a free report available
   from your autoresponder. Or about your newest listing. 

   One thing for sure: do not try to tell them the *entire* story
   or publish a list about every service you offer. Remember, it is
   just a *signature* -- not a brochure! 

-> If you include your e-mail address, make it clickable too, by 
   adding "mailto:" in front of the address. Then a simple click 
   will automatically open a pre-addressed message in most e-mail 
   programs. 

   Here is an example: if you would like to receive a selection 
   of different signature files to get your own creative juices 
   flowing mailto:signatures@loska.com  (in most e-mail programs
   a click on that e-mail address creates a little miracle).

-> Use various signatures for different purposes. For example, 
   use one signature when responding to inquiries from out of 
   state potential buyers, different one when sending messages
   to local prospects and a different one to current clients
   who are already familiar with your service.

-> Use a signature file when sending e-mail to your friends too.
   Just make it non-commercial, perhaps even fun. But DO include
   your hyperlinked URL so that if they want to visit your site, 
   or refer it to their friends, it is easy for them too.

-> Be careful with text art. Not everyone has their e-mail 
   program set to courier font and what looks cute and smart 
   on your own screen might look like a holly mess on another 
   monitor. 
  
A good signature file doesn't require conscious reading. You 
can take just one short glance and figure out whether or not
there is something of interest to you. With signature files it
is often like with so many other things in life: LESS IS MORE!

Curious about my own signature file? 
I use many -- here is one of them:


     Wanda Loskot -- business coach, author and speaker 
     specializing in Internet marketing. To sign up for her
     FREE course "7 Strategies For Lasting Internet Success"
     visit http://InternetSuccessCoach.com/mini-course.html


Comments? mailto:comments@sanemarketing.com


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          -> Perfect For Your Internet Farm! <-
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One of the best ways to follow up with your prospects is using
an e-mail newsletter, similar to this one. Did you know that you
can create your own personalized e-newsletter at Sane Marketing?
Complete the form at http://sanemarketing.com/ezine-builder.html
(it takes only a couple of minutes) and you will receive a ready
to e-mail newsletter that you can edit and send. FREE of cost.

BTW -- March issue is already available!

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                 Do you like this newsletter?
      Please forward it to your real estate friends!

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          ->  How To Increase The Response You Get <-
             ->  From Your Lead Generating Ads  <-
             -------------------------------------
                  Copyright 2000 By Bob Leduc

I received two postcards in the mail yesterday. One was 
cluttered with so much small text I had difficulty trying 
to read it. I gave up and trashed it.

The second postcard had a total of 48 words on it including 
a website address listed on the bottom of the card. The card 
announced a new book on one of my favorite business topics. 
Part of one chapter was available to read free at the website
listed on the card. I did... then ordered the book.

The person who sent that second postcard was using the 
classic 2 step selling process:

Step 1
------
Generate leads - in this case traffic to her website.

Step 2 
------
Provide the requested information - in this case provided
online at the website.

This two step process is proving to be just as effective 
online (Internet marketing) as it has been for many years 
in traditional marketing.



Why use 2 steps?
----------------
It's easier to generate leads than to sell products or 
services. You don't have to persuade anybody to spend money. 
Therefore you can use simple and inexpensive methods of 
advertising to generate leads. You can also build a list of 
prospects who don't buy now and use it for future follow up.

TIP: Always try to get the contact information from your 
     prospects so you can communicate with them again in 
     the future. Implement an automatic follow up procedure
     to periodically contact previous prospects who didn't 
     buy.  (This one procedure alone can increase your number
    of new customers by 50% or more.)



Keep it simple
--------------
The purpose of a lead generating ad or message is to generate
a large number of inquiries. You're not selling your product 
or service (yet). You're selling the reader on the action of 
replying to your ad. The most effective message I've found for
generating the maximum number of replies includes only three
things.

1. State the biggest benefit offered by your product or 
   service.
2. Include a compelling reason for readers to request more 
   information NOW.
3. Provide a quick and easy way to respond.

Keep your message brief. Most short ads I develop produce more
replies than longer versions of the same ad. For example, one 
of the most responsive ads I ever developed has only 14 words. 
The version used on the Internet read:

  Discover How To Build ANY Small Business FAST! Offer 
  ends soon. Free information. mailto:address@domain.com

The off-line version of this ad also included a phone number 
and postal address so prospects had 3 ways to request more 
information. I used it for classified ads in magazines and 
printed it on postcards and mailed them to targeted lists. 
Every version of the ad produced a large number of replies.

Many prospects responded out of curiosity. That was OK. I knew 
they were part of my targeted market and had a compelling need 
for what I was offering. I controlled that by circulating the 
ad where it would be seen only by prospects in my targeted 
market.

Follow this model the next time you develop a lead generating 
ad or message. Place your ad where lots of prospects in your 
targeted market will see it. The number of leads it generates 
from seriously interested prospects will surprise you.


                        *   *   *
Bob Leduc retired from 30 year career of recruiting sales
personnel and developing sales leads and is now a Sales
Consultant. Recently he wrote a manual for small business
owners titled "How to Build Your Small Business Fast With
Simple Postcards". For information... mail:BobLeduc@aol.com
Subject: "Postcards". Phone: (702) 658-1707 (After 10 AM PT)

Comments? mailto:comments@sanemarketing.com

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              -> E-Mail Marketing Strategies <-
              ---------------------------------

Whether you're just starting on the web or have been here for
years, if you're not using effective e-mail marketing strategies
in your business, it is probably costing you a fortune!

No, I'm not talking about "SPAM" -- I don't practice nor endorse
the use of spam mail! Indeed spam is the quickest way to get 
your business in trouble. I'm talking about responsible and 
ethical e-mail marketing that can skyrocket your profits 
immediately and build your business faster than any other 
technique I've ever  seen (and I've seen a lot!).

For a limited time I am offering "E-Mail Marketing Strategies"
package at a special discount price - click on the link below
for details http://sanemarketing.com/email


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                 Do you like this newsletter?
      Please forward it to your real estate friends!

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           -> How Can This Web Site Be Improved? <-
                (Sane Marketing Site Review)
          ------------------------------------------

This time I am giving a brief review of a web site owned by 
Steve Murray of Team Murray in Centreville, Virginia. I have 
a feeling that you too will benefit from this short critique.

BTW, this review is not an equivalent of the extensive site 
review I offer at http://sanemarketing.com/websitereview.html  


And here are my observations about http://teammurray.org


Home Page Focus
===============
Steve, your home page headline reads:
"Team Murray, our thanks in advance"  ....

... then the first paragraph says:
"Transition Team Information Page, Courtesy of Team Murray
Located at Ground Zero for IT Professionals"

On top of that the picture shows Bush and Cheney team. 
What are you selling? Your political involvement? 

This may be a dangerous game, because you might be tuning out 
roughly speaking 50% of your potential buyers and sellers who 
didn't vote for Bush. Unless you are targeting Republicans, 
I suggest that you remove this message. And if you do target
your political allies,  move it to another area of your site.

Here is why....
This is cluttering the page where you should focus on your
visitor the most. Many visitors will not realize that this is 
a real estate site. Oh, sure someone like me will recognize the
RE/MAX balloon and a for sale sign right away, but don't expect
that consumers pay as much attention to real estate decals and
logos. And animated graphics are most of the time ignored. 

Another thing: you also have at the very top of the home page 
your address, fax, phone numbers and email. Although it is 
good to include contact information at every page, you want to
put it at the bottom, reserving the prime spot for something
more important. Something your visitors are looking for.

Just think. Would anyone need your contact information right 
away? It would be nice if as soon as they arrive, visitors
wanted to call you or visit your office,  but most likely this
is not going to happen.... They are looking for something else.
Figure out what it is and give it to them right away.



How to improve it
-----------------
Tell visitors quickly what is in it for them and why they 
should stay. I found your most important information way 
below, after scrolling down significantly:

"Click on Home To View This & Other New Homes That Are Now 
Available In The Area - Free Relocation Reports"

That is MUCH better --- make THIS your headline! Plus I would
recommend to add the name of your area to this phrase, so that 
it reads "Now Available In The Centreville Area" or something
like that.

This kind of information is more likely to spark interest 
among visitors than "Team Murray, our thanks in advance..."

Makes sense, doesn't it?



Loading time
============
Total size is 185,282 bytes.
I clocked your page on 56.6 K modem -- over 46 seconds.
On 28.8 K modem your page is loading up for 69 seconds.

Ouch! That's a lot! Waaaaaaay too much!
Your home page should load up in less than 20 seconds.



How to improve it
------------------
This is easy to correct. Go on a diet. Trim your site. Start 
with removing http://www.teammurray.org/_borders/realtor2.gif
-- do your VISITORS really want to see the animated Realtor 
logo? I don't think so. It takes MORE space than the entire 
page should. A whopping 61,382 bytes -- 25 second loading!

Here is a REALTOR logo I found at realtor.com -- only 343 bytes
and it loads up 178 time faster. Yes, 178 times faster!!!! 
http://img.realtor.com/images/homepage/homepage/bug_nar2.gif

Now, I don't know if it is legal to use this one. Please make 
sure you don't violate copyrights laws, but I have a feeling
that now you see a difference...

I also suggest trimming down, or even removing that animated 
"for sale" sign with your business name. It takes 10 seconds 
to load and it distracts serious prospects who want to read what
you offer. Blinking, scrolling, any kind of graphic animation 
is annoying -- use it only when you absolutely positively MUST
attract attention of your visitor to a specific spot, but even 
then in a very subtle way.

For a logo select a static graphic. You can order a great web 
site logo at http://gotlogo.com for just 25 bucks! I highly
recommend them.

I counted seventeen different graphics on your homepage. And 
most of them do not serve the purpose of holding your visitors 
at your site. Kill the graphics before they kill your business.


Readability:
============
You have a lot of interesting information at your site but 
it is rather difficult to read. The bulleted text at your home
page is set in all caps and VERY difficult to read. Caps in 
print are the equivalent of shouting and you must know this: 
the more we shout the less people are willing to listen. 


* * * 

Would you like to have YOUR own web site reviewed in the next 
issue of "Sane Marketing"? - it doesn't cost anything but you
do need to have a thick skin to benefit :-)

Drop me a note if interested - mailto:wanda@loska.com

Please note: 
This review is NOT an equivalent of my web site review
offered at http://sanemarketing.com/websitereview.html  

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And that's all for March. Thank you for reading. If you have
comments, suggestions, feedback, contributions or maybe even
a praise, please write to mailto:wanda@sanemarketing.com

Have a BLAST!!!!!

Wanda Loskot
http://SaneMarketing.com

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               Wanda Loskot -  Success Connection
      150 Heron's Run Drive, #124, Sarasota FL 34232
                      http://loska.com

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