{"id":2942,"date":"2008-04-12T00:51:01","date_gmt":"2008-04-12T07:51:01","guid":{"rendered":"http:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/?p=2942"},"modified":"2008-04-12T00:51:01","modified_gmt":"2008-04-12T07:51:01","slug":"the-anatomy-of-generating-a-lead-using-an-e-book","status":"publish","type":"post","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2942\/the-anatomy-of-generating-a-lead-using-an-e-book\/","title":{"rendered":"The Anatomy of Generating a Lead Using an E-Book"},"content":{"rendered":"

\"svhbb.png\"In what must be dog years ago by now, Greg and I had a virtual conversation which sparked an idea that was successful for me, so I wanted to share some of the real-life<\/strong> insights I gained, with him and the rest of the Bloodhound readers.<\/p>\n

The idea itself wasn’t completely new but there were some details in the execution that helped the campaign along since its inception<\/a> May 2007. These techniques have proven useful many times over throughout the years and they’re what I’m hoping to communicate here.<\/p>\n

The first step was to build credibility<\/strong> — and to test if the download was actually useful to my readers. See, the idea was to create a downloadable home buyers’ e-book from the existing content on my real estate blog<\/a>.<\/p>\n

I thought readers would like the convenience of a book with “chapters” on how to buy a home, arranged in step-by-step order. In turn, I would get a viral marketing<\/strong> piece that readers could forward to their friends, which not only had my contact information but linked back to my site within the content on every page.<\/p>\n

Originally, I didn’t ask for any information in return for the e-book. The reason for this was because it was important for the credibility of the project to start with a large number of downloads<\/strong>. That and frankly if “no one” downloaded it, I would chalk one up for experience and move on.<\/p>\n

The first month produced exactly 1,001 downloads. I advertised this number and began requesting a name and an email address (where an automated system would send a download link), effectively raising the price<\/strong> from free to legitimate contact information.<\/p>\n

Since the price had gone up, it wasn’t a huge surprise that downloads dropped to 47 the next month. That averages out to a little over one lead per day. All but 3 registered using their real names<\/strong> (at least ones that closely matched their email addresses and the first step in building a relationship), two used their first name and last initial, and the third was fake. The Read more<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

In what must be dog years ago by now, Greg and I had a virtual conversation which sparked an idea that was successful for me, so I wanted to share some of the real-life insights I gained, with him and the rest of the Bloodhound readers. The idea itself wasn’t completely new but there were […]<\/p>\n","protected":false},"author":38,"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":[6,19,16],"tags":[],"class_list":{"0":"post-2942","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"hentry","6":"category-marketing","7":"category-technology","8":"category-weblogging-101","10":"no-featured-image"},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":2509,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2509\/yesterday-twitter-was-a-village-today-its-an-exclusive-gated-community\/","url_meta":{"origin":2942,"position":0},"title":"Yesterday Twitter was a village; today it’s an exclusive gated community","author":"Teri Lussier","date":"January 17, 2008","format":false,"excerpt":"\"Hyper-local micro-blogging\". Ya heard it here first. Let's gather the pieces: -Twitter might be a village, but real estate is local. -To create an insanely great hyper-local weblog, \"Be the community\". -In order for Twitter to be useful, you have to tweet something useful. Let's put it all together: -What\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":452,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/452\/blogoff-post-75-the-power-of-an-online-tool\/","url_meta":{"origin":2942,"position":1},"title":"Blogoff Post #75: The power of an online tool . . .","author":"Greg Swann","date":"September 26, 2006","format":false,"excerpt":"From SEOmoz blog, a definitive resource, how to use a unique web-based tool or service to attract readers to your real estate weblog:Ingredients: A service that you can code into a tool to save someone time, effort, money or, alternatively, provide entertainment (plus a solid developer, preferably skilled in AJAX).\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":457,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/457\/blogoff-post-80-attracting-and-retaining-traffic-by-being-visually-interesting\/","url_meta":{"origin":2942,"position":2},"title":"Blogoff Post #80: Attracting and retaining traffic by being visually interesting . . .","author":"Greg Swann","date":"September 26, 2006","format":false,"excerpt":"From SEOmoz blog, a definitive resource, how to use art and graphics to attract readers to your real estate weblog:Ingredients: A useful site, a talented CSS designer and a list of design portal sites (this one and this one come in handy). Process: Re-design your existing site to the best\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":1177,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1177\/got-voice-and-other-questions-for-which-i-have-no-answers\/","url_meta":{"origin":2942,"position":3},"title":"Got Voice? And other questions for which I have no answers.","author":"Teri Lussier","date":"March 20, 2007","format":false,"excerpt":"Putting the nuts and bolts of blog technology aside for the momement, isn't it hard, daunting even, to find your own voice? What is the sound of my own voice? How do I find the voice in me that anyone else will want to listen to? Which brings us to\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":3057,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3057\/the-simple-way-to-get-personal-emails-from-your-blogs-readers\/","url_meta":{"origin":2942,"position":4},"title":"The Simple Way To Get Personal Emails From Your Blog’s Readers","author":"Dan Green","date":"May 5, 2008","format":false,"excerpt":"Dear real estate agent, I\u00a0was reading your blog and wanted to send you\u00a0a personal note.\u00a0 I couldn't find your email address, though.\u00a0 I followed the link to your Web site and your email wasn't there, either.\u00a0 Then, I Googled you. No dice.\u00a0 As a last-ditch effort, I tracked down your\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":6647,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/6647\/from-blogs-to-klogs-how-blogging-will-become-useful\/","url_meta":{"origin":2942,"position":5},"title":"From Blogs to Klogs: How Blogging Will Become Useful","author":"Dave Phillips","date":"January 18, 2009","format":false,"excerpt":"Blogging is a fad and by definition, it will eventually run its course and fade away to a small niche. Blogs will be the bell-bottom pants of Web 2.0. The technology of Blogging will not go away, but the style of what we now do on Blogs will change significantly\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\/2942","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\/38"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/comments?post=2942"}],"version-history":[{"count":0,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/2942\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/media?parent=2942"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/categories?post=2942"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/tags?post=2942"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}