Web forms as Lead Generators

March 31, 2008

mouse.jpgIn this month’s edition of Michael Russer’s ‘Ask Mr. Internet‘ column in the National Association of Realtor’s online magazine, he discusses how to generate leads from your web forms.

In fact, this is not the first time he has discussed the value of web forms in generating leads.

Back in August of 2007, he wrote an article entitled ‘Make an Offer They Can’t Refuse’, which offered techniques to get prospects to interact with your Web site by crafting appealing incentives that will set you apart from the competition.

To get consumers’ attention nowadays you need to step it up with an “irresistible offer” — the term I use for a special package, piece of information, document, or item that will be viewed as extremely valuable by your customers.

Examples of an irrestistable offer include:

  • Local real estate market report
  • Free home price evaluation (i.e. What’s my home worth?)
  • Neighborhood discount coupon book
  • First-time buyer teleseminar

This month, he offers three strategies to help get your web visitors to interact with you. 

The forms on your Web site shouldn’t be an intimidating barrier to having online consumers engage with you. Instead, make them your welcome mat, a friendly inviting threshold that will help turn casual visitors into serious clients.

Strategy 1: Tell them they don’t have to complete it.

Strategy 2: Reassure them of their privacy

Strategy 3: Give them visual cues to complete your form fields 

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