In previous real estate marketing Blogs, I emphasized the importance of creating a capture form on your MLS page.  Now let's take it a step further to discuss how and why to structure your form. Remember, I am using my form for two reasons, filter out "tire kickers" that are searching for a value for their next refi and capture serious real estate leads that are actively searching the Internet for real estate.

First, ask for property information prior to personal information.  Why?  Show that you are concerned about their interest prior to asking how to contact them.

What property information should you ask for:

1. Desired property type
2. Desired area or city
3. Re-sale or New Construction
4. Desired price range
5. Desired number of bedrooms
6. Desired number of bathrooms

What personal information should you ask for:

1. Name
2. Email Address
3. Phone number (optional)

Final piece to form:

1. Check box with "Contact me to discuss my real estate needs?"

Why do we ask for this property information?  Real estate marketing requires Cultivation.  A great cultivation technique is the automated MLS searches provided by your local MLS.  With the information above you can create an MLS search and email those listings to the real estate leads.  BEWARE:  only email 10-15 listings, any more is info overload. Also, you'll notice the list is narrow, why?  Two reasons, we don't want to scare off realistic leads and we want to create questions for follow-up emails.  For example, a lead signs up and you send a thank you email and in the initial email you ask, "is a pool important?"

Why ask for name, email and (optional) phone?  First, you need name and email address to send listings and follow-up. Second, a serious respondent will provide phone number, but unless they check the "Contact me..." box, their preferred method of communication is email.  Therefore, provide something of value i.e. MLS listings before calling.  When you do call, inform the prospect that it is a courtesy call to insure the contact received the email listings.

The final piece: "Contact me to discuss my real estate needs?" Stop the train, don't pass go... get on the phone immediately.  This is a HOT lead and you want them off the Internet.