I think all of this starts at initial opt-in.

Is asking a website visitor to register for a brochure download very different than asking them to complete a guest card before touring the models? Is this not standard practice?

I agree that to prospective homeowners, all homes pretty much look alike online. What makes one home stand out over another in a buyer’s mind? A personal relationship with a trusted New Home Sales Professional (sorry marketers, but it’s true). The earlier that this relationship can begin, the greater the opportunity to convert that prospect to a sale. By requesting opt-in early, we give our sales teams the opportunity to influence the buyer’s decision earlier in the discovery process (when combined with strong follow up). It is also the most effective way to convert website traffic to a sales office visit. Without this step, web traffic has little value.

Customized features online with sophisticated tracking systems are ideal, but in a time of shrinking budgets and downsized marketing teams this isn’t realistic for many builders. Creating a brochure opt-in is an easy, affordable option for builders to connect earlier with buyers in the sales process. This gives them a competitive advantage, regardless of how big their budget is.

I don’t think the request to register for a download is offensive or inappropriate. I would recommend some copy change (“you must” and “are required” could be changed to “We invite you to experience…”). I also think phone number should never be a required field for a first opt-in. I would also include a photo of the brochure so they know what they are getting.

When used strategically within a defined online sales process, opt-in can be a very effective tool in shortening the sales cycle and capturing opportunity that might otherwise be lost.

Thanks Ed and Lisa for a thought provoking and well thought out post – well done!

Honesty in all things is the core of a successful long lived business. Although I get a tad bent out of shape when my ethics are called into question, I do understand the need for businesses to verify. I verify others, so why shouldn’t I too be verified.

Sadly, I have seen the same “extra clicks” by vendors hoping to prove their worthiness. And thankfully digging and sorting through analytics have proven a story a time or two. Sometimes it has been done purposeful, and others not so. Either way, when making decisions on where to spend marketing monies, ROI is key. The only way to verify ROI is to track. Truth has a way of revealing itself, so why bother lying?

Well stated Ed.

Lisa