3 Proven Ways to Convert Your Readers into Buyers
There are 3 main conversion models I’d like to go over with you today. In case you don’t know what a “conversion model” is, it’s simply online marketing’s jargon for “converting your visitor/potential buyer to a buyer.”
1-Step Sales Page: Shot in the Dark The first method is the 1-step sales process. This is where you simply kick someone over to a full blown salespage and you attempt to to sell on the spot. As Fernando and I teach in our Attraction Marketing Formula Boot Camp (newsletters 5 and 6, entitled “Will You Marry Me?” and “Can I Get Your Number?“) this is very much like a guy going up to a girl he’s never met in his life and asking her to marry him right then and there.
Not only will he most likely get a “NO” for an answer, he’d most likely also get a kick to the balls as the girl scream hysterically for help and calls for help. Yes… Fernando and I do live close to Hollywood, where freaks are a dime a dozen, so that scenario is VERY real.
(I’ll tell you when this is okay to use at the end of this article…)
2-Step Squeeze Page: Let’s Go Out First… The second method is one you are probably more familiar with if you’ve been around the Magnetic Sponsoring Community at all. It’s the exact system Mike Dillard uses to promote his products.
It simply involves putting up a capture page which gets the reader’s information in exchange for something of value before kicking them over to the salespage.
Think of it as a guy asking a girl out on a date (with the promise of a movie and a nice dinner), getting her to say yes, and THEN asking her to marry him at the end of that date. The key thing is the movie and the dinner of course, the “bribe” as we call it.
(Side commentary: geeze, we men sure are suckers eh? Or wait… is that the other way around?)
2-Step Reverse Squeeze Page: Impressed? Good, Want to Date Me Now? And the last but not least method is about bribing them upfront without asking for anything in return and hoping that they are so impressed that they’d give you their contact info so you can kick them over to the salespage.
It’s like posting a valuable piece of information (your bribe) right there on your capture page and at the end of that free lesson you ask for the opt in.
It’d be also like randomly buying a girl a drink at a bar and THEN going up to her to chit-chat. You only hope that she
- Liked your drink enough to chat with you
- Like YOU enough to want to chat with you or
- It was one helluva strong drink!
Advantages & Disadvantages With the 1-Step Sales Page, you get only one shot. Either they love what you have to say on your salespage and take that leap of faith to trust you and buy from you, or they are lost forever. Realize that since their money is actually at stake now, people who are willing to do this are far less than those who would be willing to give up their contact information.
Again, think about a guy asking a girl to marry him right off the bat.
Can it EVER happen? Yes.
But the numbers are far less than if the dude asked girls to go out with him.
With the 2-Step Squeeze Page, you are asking for far less in the beginning - a simple name and email-address. On top of that, you are even offering something in exchange - your bribe. You’ll find that people are far more likely to opt-into your capture page than they would buy had you sent them straight to the salespage.
And realize that a person who may not buy from you today does not mean she will never buy from you. Maybe timing just wasn’t right. So with a squeeze page collecting her information, this allows you to ping her radar once in a while hoping you do catch her on a day when she’s finally ready and capable of buying.
The downside with the 2-Step Squeeze Page is if you are in an internet marketing savvy market, people know the tactics and some would vouch to just give you a fake email just to access your salespage, thereby skipping the entire “Squeeze Page” process.
This brings us to the 2-Step Reverse Squeeze Page process…
The 2-Step Reverse Squeeze Page is quite interesting. You are offering value right up front and letting your bribe do the talking. “Hey, if you like what you’ve seen so far, you should opt-in and get access to even MORE cool stuff!“
Rather than using the “curiosity” factor (which the reader knows can involve false promises) to draw people in, you are using something much more solid and tangible. Actual proof that you do know your stuff and you CAN help your reader. What you end up with is typically a higher quality list and a more responsive one at that. On top of that, you’ll end up with less spam complaints than the 2-Step Squeeze Page.
Of course, you run into the challenge of making sure your upfront bribe is worth its weight in gold and is something your market is looking for. Otherwise it’d be like sending over a Martini to a girl at a bar who doesn’t drink. STRIKE OUT, BUH-BYE!
Rule of Thumb The 1-Step Sales Page is really only for your warm market. This means if you already have a list of people you communicate with and people on that list know who you are and like your personality, message, product, or whatever it is about you, THEN you can send people straight to the 1-step sales page.
A working example would be Fernando and myself sending out an email telling folks on our list about a new relevant product we created that they should go nuts over. We wouldn’t need them to opt-in again since they are already on our list so we just kick them over to the salespage - leveraging the relationship we’ve worked so hard to establish already.
The 2-Step Squeeze Page is a great system for sure if your market lies outside of online marketing. The reason I say this is because those of us who are internet savvy and who knows capture pages inside and out KNOW that we can easily bypass the whole system if we say… give a false email address. Like any tactic, once it’s been around a while people learn it, know it, and figure out a way to beat it (on top of having a stigma towards it).
This is where the 2-Step Reverse Squeeze Page comes into the picture. Try offering something so irresistible that your reader has no choice BUT to opt-in just so she can get more.
Ultimately, the 2-Step Squeeze Page and the 2-Step Reverse Squeeze Page require split-testing on your behalf.
Last Words on Selecting Your Conversion Model Odds are if you are just getting started, you’ll want to go with the 2-Step Squeeze Page if for no other reason than the fact that it’s the easiest method of the 3. Then once you have a list and some results to show for, you can experiment with the other 2 methods.
To Affinity and Beyond,
Raymond Fong
Learn More About Raymond Fong and How He Can Help You Setup Your Own Self Funded Proposal by Clicking Here: Attraction Marketing Formula
Planning to purchase or finance Commercial or Industrial Real Estate? Shopping Center? Office Building? Restaurant/Banquet property? Parking Lot? Storefront? Gas Station? Manufacturing facility? Warehouse? Logistics Terminal? Medical Building? Nursing Home? Hotel/Motel? Pharmacy? Bank facility? Sports and Entertainment Arena? Other?
A KEY to investing in commercial real estate is performing an adequate Due Diligence Investigation to assure you know all material facts to make a wise investment decision and to calculate your expected investment yield.
The following checklists are designed to help you conduct a focused and meaningful Due Diligence Investigation.
Basic Due Diligence Concepts:
Commercial Real Estate transactions are NOT similar to large home purchases.
Caveat Emptor: Let the Buyer beware.
Consumer protection laws applicable to home purchases seldom apply to commercial real estate transactions. The rule that a Buyer must examine, judge, and test for himself, applies to the purchase of commercial real estate.
Due Diligence: “Such a measure of prudence, activity, or assiduity, as is proper to be expected from, and ordinarily exercised by, a reasonable and prudent [person] under the particular circumstances; not measured by any absolute standard, but depending upon the relative facts of the special case.” Black’s Law Dictionary; West Publishing Company.
Contractual representations and warranties are NOT a substitute for Due Diligence.
Breach of representations and warranties = Litigation, time and money.
WHAT DILIGENCE IS DUE?
The scope, intensity and focus of any due diligence investigation of commercial or industrial real estate depends upon the objectives of the party for whom the investigation is conducted. These objectives may vary depending upon whether the investigation is conducted for the benefit of (i) a Strategic Buyer (or long-term lessee); (ii) a Financial Buyer; (iii) a Developer; or (iv) a Lender.
If you are a Seller, understand that to close the transaction your Buyer (and its Lender) must address all issues material to its objective - some of which require information only you, as Owner, can adequately provide.
GENERAL OBJECTIVES:
(i) A “Strategic Buyer” (or long-term lessee) is acquiring the property for its own use and must verify that the property is suitable for that intended use.
(ii) A “Financial Buyer” is acquiring the property for the expected return on investment generated by the property’s income stream, and must determine the amount, velocity and durability of the revenue stream. A sophisticated Financial Buyer will likely calculate its yield based upon discounted cash-flows rather than the must less precise capitalization rate (”cap rate”), and will need adequate financial information to do so.
(iii) A “Developer” is seeking to add value by changing the character or use of the property - usually with a short-term to intermediate-term exit strategy to dispose of the property; although, a Developer might plan to hold the property long term as Financial Buyer after development or redevelopment. The Developer must focus on whether the planned change is character or use can be accomplished in a cost-effective manner. A developer conducting due diligence will focus on issues involving market demand, access, use and finances.
(iv) A “Lender” is seeking to establish two basic lending criteria:
1. “Ability to Repay” - The ability of the property to generate sufficient revenue to repay the loan on a timely basis; and
2. “Sufficiency of Collateral” - The objective disposal value of the collateral in the event of a loan default, to assure adequate funds to repay the loan, carrying costs and costs of collection in the event forced collection becomes necessary.
The amount of diligent inquiry due to be expended (i.e. “Due Diligence”) to investigate any particular commercial or industrial real estate project is the amount of inquiry required to answer each of the following questions to the extent relevant to the objectives of the party conducting the investigation:
I. THE PROPERTY:
1. Exactly what PROPERTY does Purchaser believe it is acquiring?
(a) Land?
(b) Building?
(c) Fixtures?
(d) Other Improvements?
(e) Other Rights?
(f) The entire fee title interest including all air rights and subterranean rights?
(g) All development rights?
2. What is Purchaser’s planned use of the Property?
3. Does the physical condition of the Property permit use as planned?
(a) Commercially adequate access to public streets and ways?
(b) Sufficient parking?
(c) Structural condition of improvements?
(d) Environmental contamination?
(i) Innocent Purchaser defense vs. exemption from liability
(ii) All Appropriate Inquiry
4. Is there any legal restriction to Purchaser’s use of the Property as planned?
(a) Zoning?
(b) Private land use controls?
(c) Americans with Disabilities Act?
(d) Availability of licenses?
(i) Liquor license?
(ii) Entertainment license?
(iii) Outdoor dining license?
(iv) Drive through windows permitted?
(e) Other impediments?
5. How much does Purchaser expect to pay for the property?
6. Is there any condition on or within the Property that is likely to increase Purchaser’s effective cost to acquire or use the Property?
(a) Property owner’s assessments?
(b) Real estate tax in line with value?
(c) Special Assessment?
(d) Required user fees for necessary amenities?
(i) Drainage?
(ii) Access?
(iii) Parking?
(iv) Other?
7. Any encroachments onto the Property, or from the Property onto other lands?
8. Are there any encumbrances on the Property that will not be cleared at Closing?
(a) Easements?
(b) Covenants Running with the Land?
(c) Liens or other financial servitudes?
(d) Leases?
9. Leases?
(a) Security Deposits?
(b) Options to Extend Term?
(c) Options to Purchase?
(d) Rights of First Refusal?
(e) Rights of First Offer?
(f) Maintenance Obligations?
(g) Duty on Landlord to provide utilities?
(h) Real estate tax or CAM escrows?
(i) Delinquent rent?
(j) Pre-Paid rent?
(k) Tenant mix/use controls?
(l) Tenant exclusives?
(m) Tenant parking requirements?
(n) Automatic subordination of Lease to future mortgages?
(o) Other material Lease terms?
10. New Construction?
(a) Availability of construction permits?
(b) Utilities?
(c) NPDES (National Pollutant Discharge Elimination System) Permit?
(i) Phase 2 effective March 2003 - Permit required if earth is disturbed on one acre or more of land.
(ii) If applicable, Storm Water Pollution Prevention Plan (SWPPP) is required.
II. THE SELLER:
1. Who is the Seller?
(a) Individual?
(b) Trust?
(c) Partnership?
(d) Corporation?
(e) Limited Liability Company?
(f) Other legally existing entity?
2. If other than natural person, does Seller validly exist and is Seller in good standing?
3. Does the Seller own the Property?
4. Does Seller have authority to convey the Property?
(a) Board of Director Approvals?
(b) Shareholder or Member approval?
(c) Other consents?
(d) If foreign individual or entity, are any special requirements applicable?
(i) Qualification to do business in jurisdiction of Property?
(ii) Federal Tax Withholding?
(iii) US Patriot Act compliance?
5. Who has authority to bind Seller?
6. Are sale proceeds sufficient to pay off all liens?
III. THE PURCHASER:
1. Who is the Purchaser?
2. What is the Purchaser/Grantee’s exact legal name?
3. If Purchaser/Grantee is an entity, has it been validly created and is it in good standing?
(a) Articles or Incorporation - Articles of Organization
(b) Certificate of Good Standing
4. Is Purchaser/Grantee authorized to own and operate the Property and, if applicable, finance acquisition of the Property?
(a) Board of Director Approvals?
(b) Shareholder or Member approval?
(c) If foreign individual or entity, are any special requirements applicable?
(i) Qualification to do business in jurisdiction of the Property?
(ii) US Patriot Act compliance?
(iii) Bank Secrecy Act/Anti-Money Laundering compliance?
5. Who is authorized to bind the Purchaser/Grantee?
IV. PURCHASER FINANCING:
A. BUSINESS TERMS OF THE LOAN:
What loan terms have the Purchaser, as Borrower, and its Lender agreed to?
(a) What is the amount of the loan?
(b) What is the interest rate?
(c) What are the repayment terms?
(d) What is the collateral?
(i) Commercial real estate only?
(ii) Real estate and personal property together?
(e) First lien? A junior lien?
(f) Is it a single advance loan?
(g) A multiple advance loan?
(h) A construction loan?
(i) If it is a multiple advance loan, can the principal be re-borrowed once repaid prior to maturity of the loan; making it, in effect, a revolving line of credit?
(j) Are there reserve requirements?
(i) Interest reserves?
(ii) Repair reserves?
(iii) Real estate tax reserves?
(iv) Insurance reserves?
(v) Environmental remediation reserves?
(vi) Other reserves?
(k) Are there requirements for Borrower to open business operating accounts with the Lender? If so, is the Borrower obligated to maintain minimum compensating balances?
(l) Is the Borrower required to pledge business accounts as additional collateral?
(m) Are there early repayment fees or yield maintenance requirements (each sometimes referred to as “pre-payment penalties”)?
(n) Are there repayment blackout periods during which Borrower is not permitted to repay the loan?
(o) Is there a Loan Commitment fee or “good faith deposit” due upon Borrower’s acceptance of the Loan Commitment?
(p) Is there a loan funding fee or loan brokerage fee or other loan fee due Lender or a loan broker at closing?
(q) What are the Borrower’s expense reimbursement obligations to Lender? When are they due? What is the Borrower’s obligation to pay Lender’s expenses if the loan does not close?
B. DOCUMENTING THE COMMERCIAL REAL ESTATE LOAN
Does Purchaser have all information necessary to comply with the Lender’s loan closing requirements?
Not all loan documentation requirements may be known at the outset of a transaction, although most commercial real estate loan documentation requirements are fairly typical. Some required information can be obtained only from the Seller. Production of that information to Purchaser for delivery to its lender must be required in the purchase contract.
As guidance to what a commercial real estate lender may require, the following sets forth a typical Closing Checklist for a loan secured by commercial real estate.
Commercial Real Estate Loan Closing Checklist
1. Promissory Note
2. Personal Guaranties (which may be full, partial, secured, unsecured, payment guaranties, collection guaranties or a variety of other types of guarantees as may be required by Lender).
3. Loan Agreement (often incorporated into the Promissory Note and/or Mortgage in lieu of being a separate document)
4. Mortgage [sometimes expanded to be a Mortgage, Security Agreement and Fixture Filing]
5. Assignment of Rents and Leases
6. Security Agreement
7. Financing Statement (sometimes referred to as a “UCC-1″, or “Initial Filing”)
8. Evidence of Borrower’s Existence In Good Standing; including
(a) Certified copy of organizational documents of borrowing entity (including Articles of Incorporation, if Borrower is a corporation; Articles of Organization and written Operating Agreement, if Borrower is a limited liability company; Certified copy of trust agreement with all amendments, if Borrower is a land trust or other trust; etc.)
(b) Certificate of Good Standing (if a corporation or LLC) or Certificate of Existence (if a limited partnership) or Certificate of Qualification to Transact Business (if Borrower is an entity doing business in a State other than its State of formation)
9. Evidence of Borrower’s Authority to Borrow; including
(a) a Borrower’s Certificate;
(b) Certified Resolutions
(c) Incumbency Certificate
10. Satisfactory Commitment for Title Insurance (which will typically require, for analysis by the Lender, copies of all documents of record appearing on Schedule B of the title commitment which are to remain after closing), with required commercial title insurance endorsements, often including:
(a) Affirmative Creditors Rights Endorsement (extending coverage over policy exclusion 7 and policy exclusions 3(a) and 3(d) as they relate to creditor’s rights matters)
(b) ALTA 3.1 Zoning Endorsement modified to include parking
(c) ALTA Comprehensive Endorsement 1
(d) Location Endorsement (street address)
(e) Access Endorsement (vehicular access to public streets and ways)
(f) Contiguity Endorsement (the insured land comprises a single parcel with no gaps or gores)
(g) PIN Endorsement (insuring that the identified real estate tax permanent index numbers are the only applicable PIN numbers affecting the collateral and that they relate solely to the real property comprising the collateral)
(h) Usury Endorsement (insuring that the loan does not violate any prohibitions against excessive interest charges)
(i) other title insurance endorsements applicable to protect the intended use and value of the collateral, as may be determined upon review of the Commitment for Title Insurance and Survey or arising from the existence of special issues pertaining to the transaction or the Borrower.
11. Current ALTA Survey (3 sets), [typically prepared in accordance with 2005 Minimum Standard Detail for ALTA/ACSM Land Title Surveys, certified to the lender, Buyer and the title insurer, including items 1 through 4, 6, 7(a), 7(b)(1), 8 through 11(a) and 14 from the Surveyor's "Optional Survey Responsibilities and Specifications" referred to as "Table A"].
12. Current Rent Roll
13. Certified copy of all Leases (3 sets)
14. Lessee Estoppel Certificates
15. Lessee Subordination, Non-Disturbance and Attornment Agreements [sometimes referred to simply as "SNDAs"].
16. UCC, Judgment, Pending Litigation, Bankruptcy and Tax Lien Search Report
17. Appraisal (must comply with Title XI of FIRREA (Financial Institutions Reform, Recovery and Enforcement Act of 1989, as amended)
18. Environmental Site Assessment Report (sometimes referred to as Environmental Phase I and/or Phase 2 Audit Reports)
19. Environmental Indemnity Agreement (signed by Borrower and guarantors)
20. Site Improvements Inspection Report
21. Evidence of Hazard Insurance naming Lender as the Mortgagee/Lender Loss Payee; and Liability Insurance naming Lender as an “additional insured” (sometimes listed as simply “Acord 27 and Acord 25, respectively)
22. Legal Opinion of Borrower’s Attorney
23. Credit Underwriting documents, such as signed tax returns, property operating statements, etc. as may be specified by Lender
24. Compliance Agreement (sometimes also called an Errors and Omissions Agreement), whereby the Borrower agrees to correct, after closing, errors or omissions in loan documentation.
It is useful to become familiar with the Lender’s loan documentation requirements as early in the transaction as practical. The requirements will likely be set forth with some detail in the lender’s Loan Commitment - which is typically much more detailed than most loan commitments issued in residential transactions.
Conducting the Due Diligence Investigation in a commercial real estate transaction can be time consuming and expensive in all events.
If the loan requirements cannot be satisfied, it is better to make that determination during the contractual “due diligence period” - which typically provides for a so-called “free out” - rather than at a later date when the earnest money may be at risk of forfeiture or when other liability for failure to close may attach.
CONCLUSION
Conducting an effective due diligence investigation in a commercial real estate transaction to discover all material facts and conditions affecting the Property and the transaction is of critical importance.
Unlike owner occupied residential real estate, when a house can nearly always be occupied as the purchaser’s home, commercial real estate acquired for business use or for investment is impacted by numerous factors that may affect its use and value.
The existence of these factors and their affect on a Purchaser’s ability to use the Property for its intended use and on the Purchaser’s projected investment yield can only be discovered through diligent investigation and attention to detail.
The circumstances of each transaction will determine what degree of diligence is required. The level of diligence required under the circumstances is the diligence that is due.
Exercise Due Diligence.
R. Kymn Harp is a seasoned attorney based in Chicago, Illinois with 30 years experience representing commercial real estate investors, lenders and developers. He is a frequent speaker at continuing education seminars, and is a widely published author on commercial and industrial real estate topics including due diligence, entitlements, commercial real estate financing, and Brownfield development and financing.
R. Kymn Harp can be contacted at:
Robbins, Salomon & Patt, Ltd
25 E. Washington Street Suite 100
Chicago, IL 60602
Dir. Ph: 312-456-0378
Email: rkharp@rsplaw.com
For more information go to: http://www.realestate-law.com
Don’t believe all the gloom and doom you read…
The U.S. housing bust may be just about over. We should be darn close to the bottom… possibly within one year of it.
You probably don’t believe me. That’s okay. I’m used to being the contrarian - it’s a position I prefer to be in actually. But bear with me, and at least hear me out…
Today, I’ll share with you two simple facts that explain where we are now in housing and why we could be close to the bottom. Let’s get right to it…
1) Houses are affordable again.
You may be flabbergasted to hear this… But U.S. houses are affordable again.
Since last summer, the change has been extraordinary. The typical mortgage payment on the typical home in America now is 20% cheaper than it was less than a year ago. Let me explain:
Last July, the median U.S. home would have cost you about $230,000. And you’d have paid about 7% in interest on your mortgage. So that’s a $1,200 monthly mortgage payment on that house (assuming a 20% down payment).
Today, the median home price is $200,000 - a $30,000 difference from last summer. And mortgage rates are down to 6%.
Between the lower price and the lower mortgage rate, you’d be paying less than $1,000 a month on your mortgage now - for the same house that would have cost you $1,200 last summer!
Most people shop for homes based on their mortgage payment… They ask, “How much can I afford each month?” And then they look for homes that will give them a payment they can afford.
So the big question is: Can the typical household afford the typical mortgage payments on a typical home? Last summer, the answer was no. But now, the answer is yes.
You may be surprised to hear it, but thanks to lower mortgage rates and lower home prices, homes are affordable… They’re just as affordable now as they were right before they boomed in the 2000s.
2) We’ve paid our dues, pricewise.
You may also be surprised to learn home prices in general don’t go up that much…
The median U.S. home price has only risen at about 1.5% per year since the 1970s, after you subtract inflation. That’s not much of a gain. (Even that 1.5% price gain is overstated… Homes have gotten much larger since the 1970s.)
The annual increase in price has been consistent… Whenever prices run significantly above that trend, like in 1978 or 1987, they run significantly below that trend three to four years later.
Have we paid our dues yet?
Cycles happen. You can see it easily in this chart. You can also see in 2005, prices ran farther above trend than any time in history. And now, in 2008, prices have fallen farther below trend than any time in history.
Could we see another year or two below trend? Of course. But I expect that we’re in the process of finishing “paying our dues.” We’ll return to the trend.
In sum… you may be surprised to hear it… but
1) U.S. homes are once again affordable.
2) We’ve just about “paid our dues” pricewise.
Don’t get caught up in the gloom and doom. Stick with the simple facts.
These indicators are pretty simple. They show how the worst of the housing bust could be behind us already.
The DailyWealth Investment Newsletter is published by Stansberry & Associates Investment Research