{"id":2519,"date":"2008-01-20T10:44:04","date_gmt":"2008-01-20T17:44:04","guid":{"rendered":"http:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/?p=2519"},"modified":"2008-01-21T08:52:01","modified_gmt":"2008-01-21T15:52:01","slug":"ahem-your-goal-is-not-weblog-traffic-your-goal-is-converted-sales","status":"publish","type":"post","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2519\/ahem-your-goal-is-not-weblog-traffic-your-goal-is-converted-sales\/","title":{"rendered":"Ahem: Your goal is not weblog traffic, your goal is converted sales"},"content":{"rendered":"

It might seem like I’m shouting up the drain pipe<\/a>, but I’m not talking to Dustin — I’m talking to you.<\/p>\n

If you were selling a viral product like Skype, where for every 10,000 people with a casual interest in your product, one will turn into a paying customer — with the cost per conversion approaching zero dollars — what Dustin is saying would make sense.<\/p>\n

But selling real estate is a direct marketing problem. If 10,000 people exhibit a casual interest in your product, you will have earned nothing, whereas if one<\/i> person actually buys, you will have earned a huge pay-check.<\/p>\n

There’s more: If you are spending some significant fraction of your time servicing inquiries from people who will not be buying your product, you will have less time — possibly no<\/i> time — to work with the small number of people who will<\/i> buy your product — from someone else if not from you.<\/p>\n

Your goal is not weblog traffic. Your goal is converted sales.<\/a> This is not news. This is me, from last March:<\/p>\n

“Traffic is not about traffic. Traffic is about conversions.”<\/p>\n

If you get 3,000 unique hits every day and convert one a month, you are an emaciated wretch with huge bragging rights. If you get three unique hits a day and convert one a week, you are constantly trying and failing to make time between appointments to get your Lexus detailed. Your goal is not traffic. Your goal is not even community, although this is a vitally-important secondary objective. Your goal is not forms filled out or leads captured or phone calls returned or listings emailed or showings scheduled. Your goal is conversions, as represented by a fat check from a title company. It does not matter how many shots you take at the basket. What matters is how many times — and how often and how regularly — you get the ball through the cylinder.<\/p><\/blockquote>\n

I pointed out that the False Dichotomy of schmoozing with the homies versus counting flowers on the wall<\/a> is a logical fallacy. Your objective is not to be tripped-upon by accident by any one of Read more<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

It might seem like I’m shouting up the drain pipe, but I’m not talking to Dustin — I’m talking to you. If you were selling a viral product like Skype, where for every 10,000 people with a casual interest in your product, one will turn into a paying customer — with the cost per conversion […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3,6,5,19],"tags":[],"class_list":{"0":"post-2519","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"hentry","6":"category-blogging","7":"category-marketing","8":"category-real-estate","9":"category-technology","11":"no-featured-image"},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":2511,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2511\/real-estate-weblogging-101-wringing-actual-commerce-out-of-your-commercial-weblog\/","url_meta":{"origin":2519,"position":0},"title":"Real Estate Weblogging 101: Wringing actual commerce out of your commercial weblog","author":"Greg Swann","date":"January 18, 2008","format":false,"excerpt":"I'm engaged in a debate with Dustin Luther at his place, but the issues are important enough that I want to highlight some of my remarks here. The meta-issue: Is linking back and forth among real estate weblogs an effective marketing strategy for a consumer-focused, client-seeking real estate weblog, or\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":178,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/178\/whats-wrong-with-real-estate-weblogs-i-might-run-this-way-and-that-but-never-hot-and-cold\/","url_meta":{"origin":2519,"position":1},"title":"What’s wrong with real estate weblogs? I might run this way and that, but never hot and cold . . .","author":"Greg Swann","date":"August 6, 2006","format":false,"excerpt":"Mike Price at Mike's Corner posted a fascinating interview with Russ Cofano of Rain City Guide on the subject of real estate weblogging and the 'bloginars' Russ and Dustin Luther, also of Rain City Guide, have been running. The interview is extensive, and I'm only going to touch on a\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1030,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1030\/podcast-dustin-luthers-real-estate-weblogging-seminar-part-i\/","url_meta":{"origin":2519,"position":2},"title":"Podcast: Dustin Luther’s Real Estate Weblogging Seminar Part I","author":"Greg Swann","date":"February 10, 2007","format":false,"excerpt":"This is the first of three podcasts of Dustin Luther's Real Estate Weblogging Seminar. The recordings for these podcasts were made by Rudy Bachraty of the Sellsius Real Estate Weblog. Dustin is best known as the founder of Rain City Guide. Dustin works as a technology evangelist for Move, Inc.\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1033,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1033\/podcast-dustin-luthers-real-estate-weblogging-seminar-part-ii\/","url_meta":{"origin":2519,"position":3},"title":"Podcast: Dustin Luther’s Real Estate Weblogging Seminar Part II","author":"Greg Swann","date":"February 11, 2007","format":false,"excerpt":"This is the second of three podcasts of Dustin Luther's Real Estate Weblogging Seminar. The recordings for these podcasts were made by Rudy Bachraty of the Sellsius Real Estate Weblog. Dustin is best known as the founder of Rain City Guide. Dustin works as a technology evangelist for Move, Inc.\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1039,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1039\/podcast-dustin-luthers-real-estate-weblogging-seminar-part-iii\/","url_meta":{"origin":2519,"position":4},"title":"Podcast: Dustin Luther’s Real Estate Weblogging Seminar Part III","author":"Greg Swann","date":"February 12, 2007","format":false,"excerpt":"This is the third of three podcasts of Dustin Luther's Real Estate Weblogging Seminar. The recordings for these podcasts were made by Rudy Bachraty of the Sellsius Real Estate Weblog. Dustin is best known as the founder of Rain City Guide. Dustin works as a technology evangelist for Move, Inc.\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":132,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/132\/word-slinging-in-the-rain-or-how-i-learned-to-stop-worrying-and-love-the-blog\/","url_meta":{"origin":2519,"position":5},"title":"Word-slinging in the Rain — or: How I learned to stop worrying and love the blog . . .","author":"Greg Swann","date":"July 25, 2006","format":false,"excerpt":"None of this is new to me -- except for the parts that are. I've been writing on the nets since before there were nets. Since BBS systems -- I ran two of them at different times of my life. Since CompuServe was a time-share system called MicroNet that charged\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/2519","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/comments?post=2519"}],"version-history":[{"count":0,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/2519\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/media?parent=2519"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/categories?post=2519"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/tags?post=2519"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}