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What To Consider In Selecting Closing Counsel: An Attorney's Point of View

National Mortgage Professional
Oct 25, 2000

You must market your siteDave HershmanInternet, advertising, marketing A Web site is an advertising vehicle, not an ad. Okay, so Internet-mania has died down. Not everyone who puts up a Web site is going public and will retire in a few months. But, regardless of the ultimate failure of the dot-com era, the truth is that the Internet is not going to go away; it will be as important a business-to-consumer and business-to-business vehicle as anyone had predicted. There are very few people who are not going online for one reason or another. So, why cant you just put up a site and let the good times roll? For one thing, imagine a mall with millions of visitors. Now, imagine the mall with millions of stores. A particular visitor will rarely find your store among the millions. Yes, there are search engines that help your name appear in the mall directory, but imagine a directory with millions of stores. The search engine cannot help all of them. In real life, you will have to give many consumers directions to get to your store. Most Internet customers do not buy before they look around on the Webthis can allow you to provide important value through your site during this process. Value helps build relationships, and relationships are what sales are all about. So how do you market your Web site? Tell everyone you know. Send a letter or an e-mail to everyone within your sphere of influence, including previous customers, prospects, friends, peers, coworkers, vendors and anyone else you can think oftell them and keep reminding them. How are you going to be found if you do not let anyone know you are there? Include your Web address in every marketing piece. Business cards, stationary, ads, direct mail and everything else should feature your Web address. It costs no more money to include your address on your business card. Why not get full advertising value? The advertisement does not have to feature your sitejust remind them that they can reach you online. When you advertise, always incorporate your site in some way. Within your marketing strategy, you should not have to choose between featuring your site or your products. You can accomplish both, as your site provides a way of selling your products. For example, if you are advertising a particular real estate listing, why not direct them to an online floor plan? Leverage your relationships. Any successful business has numerous relationships which can be taken advantage of. You deal with vendors on a regular basis, and you provide referrals to other businesses, but how much value are you getting in return? It is simple to provide reciprocal links to the sites of your partners. This can result in more than just the addition of traffic with the benefit of little extra cost. Your partners can provide value to your prospects and customers. You may decide to market a joint offering that can be targeted to the visitors of both sites and the databases of each partner. Market the value, not just the product. Most consumers go online to get educated, not to shop. If you do not provide value, you will unlikely attract the majority of interested Web browsers. Again, some of this value may be provided through your partners. Market to your visitors repeatedly. Simply making the phone ring does not work if you do not follow up. Your value offerings provide an opportunity to register visitors, but unless you contact prospects on a regular basis, they are not likely to become customers. In reality, your Web site is not an advertisement. What it should become is an important component of your marketing plan. When fully integrated into your marketing scheme, your site will become an essential and valuable tool for your business. Do not let it stand alone, because it will become virtually ineffective. Dave Hershman is a leading author and a top speaker for the mortgage industry with six booksincluding two best sellers for the Mortgage Bankers Association of America. His newsletters are used by Mortgage Brokers to provide value to previous customers, financial planners, real estate agents and more. The atricle abvoe is an excerpt from Mr. Hershman's new book, Maximum Synergy Sales and Marketing. For newsletter samples, call (800) 581-5678 or visit and download free newsletters.
Oct 25, 2000
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