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Will a Sales Copy Page work in my Market?

by Splinter
15 replies
Hi guys, I am looking for some feedback to see what the thoughts are of a sales copy page working in my industry. One of the aspects of my business is to attract motivated home sellers to a website whereby I get them to complete a form asking for their personal details all the way though to their address, mortgage details and their property specification.

At the moment I from 4000 visitors, I get around 250 leads which is a 0.6% conversion rate. The majority of this is from PPC advertising which is costing and arm and a leg.

After reading up on this forum, I was thinking if a one pager sales copy page would possibly increase that conversion dramatically? Is there a way to test it without spending lots of money on a copywriter?

I have no problem spending the cash on a good copywriter but if there was anyway to do some kind of market research, it would make me feel a little more confident before dishing out the dosh.

Feedback appreciated.
#copy #market #page #sales #work
  • Profile picture of the author Daniel Scott
    Is there a way to test it without spending a lot on a copywriter?

    Not really. You could learn to write copy yourself though, if you've got a few years and a spare couple of grand to invest on materials.

    My advice is to firstly see what the real "movers and shakers" in your industry are doing, and secondly maybe ask a few great copywriters like Vin Montello or Ray Edwards what their thoughts are (IF you are open to the possibility of hiring them). These guys will never lie to you just to get a job, and may even be able to give you some great advice.

    The other alternative is to post your site here for critique and we'll see if we can offer advice. Be forewarned that only about 10 - 15% of responses will actually be worth implementing though.

    Kind regards,

    -Dan
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    Always looking for badass direct-response copywriters. PM me if we don't know each other and you're looking for work.

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  • Profile picture of the author Daniel Scott
    I will also say - I think long copy would work in your market, and work very well - it wouldn't have to be REAL long, maybe more a "squeeze page", but I think it would work. You've just gotta hit the right emotional buttons.

    Just my 2 cents.

    -Dan
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    Always looking for badass direct-response copywriters. PM me if we don't know each other and you're looking for work.

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    • Profile picture of the author Splinter
      Hi Dan, thanks for your 2 pennies and what you said kind of confirms what my gut feel was on this query.

      I am in communications with Vin and like what he wrote back to me so far. I know his price is not cheap but it is quality and from that I should be able to recoup my investment and more.

      After further research I have found 1 competitor that is running a squeeze page kind of effort which is actually replicating what I want to do. It seems very good, and was knocked up using front page. The copy is decent and intriguing with a good call to action. No video testimonials or anything like that which I do have at my disposal.

      Learning copy myself is something I will do in time as it is a form of sales and am sure it will help me in business in general but to be honest, delegating is the art I would prefer to master as we cannot be the best in all aspects of providing good products and services in our short lifespan on earth....
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      • Profile picture of the author TimCastleman
        Splinter -

        Another thing you might want to consider is postcards. I use them in my direct response business and they work out great for me. Plus here in the states they are cheaper than sending a letter.

        But to answer your question - yes a letter would work.

        Tim
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        • Profile picture of the author Splinter
          Hi Tim, can you explain where about in the process the postcard method will fit in? Would this be after the vendor has signed up on my website and left all their details, address etc?
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          • Profile picture of the author PaulMartinezCopywriting
            Originally Posted by Splinter View Post

            Hi Tim, can you explain where about in the process the postcard method will fit in? Would this be after the vendor has signed up on my website and left all their details, address etc?

            I actually used postcards to both drive prospects to my sites and to get them to call me directly. I included both offers on the same postcard. I did this because folks who are 6-12 months out from making a move generally won't contact an agent directly...but they will visit a website and download a free report. Then I put them on a follow-up system consisting of emails, a print newsletter, monthly cards, and the occasional phone call.

            The people who were looking to move in the near future, however, would usually call me directly. Then I'd go over, do my listing presentation, and most of the time I'd walk out with a signed agreement.
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            • Profile picture of the author Splinter
              Originally Posted by PaulMartinezCopywriting View Post

              I actually used postcards to both drive prospects to my sites and to get them to call me directly. I included both offers on the same postcard. I did this because folks who are 6-12 months out from making a move generally won't contact an agent directly...but they will visit a website and download a free report. Then I put them on a follow-up system consisting of emails, a print newsletter, monthly cards, and the occasional phone call.

              The people who were looking to move in the near future, however, would usually call me directly. Then I'd go over, do my listing presentation, and most of the time I'd walk out with a signed agreement.
              Agreed, I have just had my copy created and the offer to them was a free cash offer for the home should they sign up. As we are focusing on attracting highly motivated home sellers, we thought this would work better than a free report. However as part of it, they will get a free report as a bonus.

              Paul, the "follow-up system" you refer to, did you use a programme to automate this?
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  • Profile picture of the author PaulMartinezCopywriting
    Splinter--I was in real estate sales for almost 8 years. Almost all of my business came through my websites, which were basically "free report" offers. I used long copy (and some short copy) to get people to opt-in.

    To say the least, it was very, very successful. I don't see any reason why it can't work in the mortgage market. If anything, the consumer is far more confused by the mortgage process than the home buying process, so you have a huge opportunity to create yourself as an "expert advisor" via free reports, newsletters, etc.

    Paul
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  • Profile picture of the author PaulMartinezCopywriting
    Also, you can very likely get your PPC costs down if you hire the right copywriter. I generated most of my web leads via PPC and at one point was getting home buyer leads for $7-8 a pop. Home seller leads were more expensive, and about 1/2 of those were generated via direct mail--on average I was paying about $30-40 a lead.

    If you're worried about how your market will respond to direct response marketing, consider this: I worked in a very high-end market and my average home sale was about $450,000. Most of my clients were professors, research scientists, grad students, etc.--and direct response worked great.

    I only bring that issue up because I do a lot of work with real estate agents, and it's a consistent concern...and in some cases, it keeps them stuck working 80 hours a week for peanuts. Sad but true. I'm not saying the same is true of you, but I just thought I'd throw it out there.
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    • Profile picture of the author Splinter
      Originally Posted by PaulMartinezCopywriting View Post

      Also, you can very likely get your PPC costs down if you hire the right copywriter. I generated most of my web leads via PPC and at one point was getting home buyer leads for $7-8 a pop. Home seller leads were more expensive, and about 1/2 of those were generated via direct mail--on average I was paying about $30-40 a lead.
      I can agree that the cost per lead for buyers is much cheaper than sellers. Correct me if I am wrong but are you focusing more on the seller that just needs to sell or the seller that is highly motivated and needs to sell NOW? As the latter is my market so placing them on follow up print letter etc I would assume is a waste since the vendor is not motivated enough to take action and sell now which is what we want.
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  • Profile picture of the author colmodwyer
    Splinter--I was in real estate sales for almost 8 years. Almost all of my business came through my websites, which were basically "free report" offers.
    Yes sir, that's what I was about to say. Sounds like a job for a lead gen bait piece. Pile on the reasons why leads should give you their contact information.

    Colm
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    • Profile picture of the author TimCastleman
      Splinter -

      You could do postcards several different ways.


      Way 1. Send them to potential clients as a way of getting them to call you or visit your website for more information.

      Way 2. Follow up to meetings or requests for information.

      I use them for lead generation where they call me for more info. They are great devices that build up like plaque over time and have a good ROI.

      Hope it helps.

      Tim
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      • Profile picture of the author Splinter
        Originally Posted by TimCastleman View Post

        Splinter -

        You could do postcards several different ways.


        Way 1. Send them to potential clients as a way of getting them to call you or visit your website for more information.

        Way 2. Follow up to meetings or requests for information.

        I use them for lead generation where they call me for more info. They are great devices that build up like plaque over time and have a good ROI.

        Hope it helps.

        Tim
        Thanks for this Tim. I sheered away from leaflets as it was logistically a nightmare to manage! If focusing in a small targeted area it was not too bad but since I source deals nationally for my investors, I decided to stick mainly to internet marketing which has a quick and direct response rate compared to setting up and managing leafleters or distribution firms around the country.
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  • Profile picture of the author Jon Steel
    i think it would definately - but as stated above...see what others are doing in your industry that is really working well...

    js
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    • Profile picture of the author Splinter
      JS, in my location, there is only 2 people that I know of that have squeeze pages, the rest all use traditional websites. However in the US and elsewhere I have seen more squeeze pages being used.... Hence me enquiring and to see if it works for me so that I can move one step ahead and increase my conversion + lower my cost per lead/deal.

      I have had one created now and will test it out against what I have been doing in the past... Time will tell I guess.
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