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Long Web Forms Online: A Marketing Lesson from Owner Builder Construction Loans

by cjesposito

Owner builder construction loans are hard to sell, because it is
difficult to generate leads. There is no established list of
interested owner builders to whom you can send out direct
mailings.

Therefore, owner builders have to find you.  This is where
having an online presence is vital, but you need more than the
standard, simple information request form if you want to be
successful in marketing to any group of clients like owner
builders.

Why should you pay any attention to the marketing techniques for
owner builders? Chances are good you don't sell owner builder
loans. Chances are good you don't even care what an owner builder
is.

But, the lessons from marketing owner builder construction loans
are the same lessons that all marketers can apply whenever
selling to clients that either have a long lead time or who have
to actually qualify before being able to make the purchase.

Owner builder construction loans, perhaps similarly to a product
you sell, require not only that the owner builder wants to
purchase them. Also, the owner builder has to be financially
qualified to be able to purchase them.

It doesn't matter how good of a salesman you are if your client
isn't going to be approved for the purchase financially.

Second, owner builder construction loans have a very long lead
time before the sale is finalized. Owner builders have to get
blueprints, apply for building permits, compile a budget to build
their home, etc. The owner builder planning process could take a
few months.

Compare this to most products that get sold online, for which
the transaction might happen literally within a few minutes.

So, if you are selling a product or service like owner builder
loans that require a long lead time and a stringent client
qualification process, then there is a simple online marketing
tool that you can use to streamline your sales process.

Instead of using the standard, simple online information request
form on your website, try using a longer, more intensive
information request form that requires your potential clients to
jump through a few hoops to submit their information.

It sounds counter-intuitive, doesn't it? Wouldn't you get more
leads if you had a short, simple online form that would allow you
to market to more people?

Yes. And, no.

You would have more leads, but they wouldn't be qualified,
motivated leads. And, you would be wasting your time, energy, and
money marketing to them.

In the owner builder example, it is very useful to use a long,
laborious info request form, because you know that the people who
fill out the form are very motivated and extremely interested in
your product.

If the owner builder weren't interested, he wouldn't spend the
time filling out a long, detailed request form. In fact, in this
example, you would have your owner builder fill out a form with
almost 50 fields just to get you to contact them with more
information.

They would fill in information about their construction project,
as well as information about their financial qualifications. This
way, you could spend your time following up with the owner
builders who are going to be qualified for your product. You
don't have to spend your time trying to sell your product to
people who won't meet your qualifications.

And, you will know that they are all very interested in speaking
with you. Nobody would fill out 50 questions about being an owner
builder if they didn't want to speak to you about your owner
builder construction loan.

Therefore, the long form serves a couple of very important
purposes. It allows you to weed out the leads who aren't going to
qualify to purchase your product. And, just as important, it
makes your leads jump through a few hoops to ensure that they are
very interested before ever contacting you.

It's good positioning for you. By the time you contact your
lead, you will know they want to speak to you. Any emails or
follow-ups that you send them will be welcomed.

Make no mistake, there is a time and place for simple, short
info request forms on your websites. If you are selling a product
with a short lead time and that requires no specific buyer
qualifications other than interest in your product, then a short
form is a perfect online lead generation tool.

On the other hand, if you are selling a product like an owner
builder construction loan, then you will want to use a longer,
more detailed information request form that makes your new leads
jump through a few hoops to make them raise their hands and show
interest in your product. Plus, you will be able to get enough
information about them to pre-qualify them before spending too
much time.

Do not be scared to make the leap to a longer online information
request form. Your number of leads will go down, but the number
of qualified, interested leads will not. You'll have more time to
focus on the truly qualified leads. Your sales will go up. Your
profits will go up.

Owner builders have proven that this method works. It can work
for you as well. Owner builder construction loans are much easier
to sell when you are dealing with clients who are qualified and
interested in the product. Owner builders are no different from
any of your potential clients.

Chris Esposito specializes in owner builder construction loans
for people who use his <a
href="http://www.ownerbuilder101.com">Owner Builder 101
</a>program to allow them to act as their own general contractor
and build their own homes. For details about <a
href="http://www.ownerbuilder101.com">owner builder loans</a>,
visit <a
href="http://www.ownerbuilder101.com">www.OwnerBuilder101.com</a>,
or call (877) 876-3688.

Syndicated by Top Gazebos - www.topgazebos.net

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