Investment News

www.MAREInet.com October 2009

Online Marketing
with Kim Tucker
Tuesday October 13th, 2009

Fire Your Web Site?

their customer to buy or sell or to become a lead.
Your web site should back up your company brand and image.
Have your branding and image consistent from your primary web
By Kim Tucker
site on all pages to alternative sites. Have it flow through to
signs and office / store décor. Match your business cards and
company stationary. You want to present a cohesive image and
Your web site has several jobs that it must do in be Optimized
message all across the board. HomeVestors does a great job of
with Search Engines, Be Found By Your Customers, and Con-
this, from web site, to billboards, to shirts, they all match and
vert Viewers in to Customers or Leads. You need to do a job
keep their brand front and center. Who does not know that they
review on a regular basis to make sure your website is doing it’s
“Buy Ugly Houses” or recognize their mascot “Ug”.
job, make changes where needed, and keep up to date. Or it
may be time to fire your current website and hire a new one. Your web site should also allow you to establish yourself or your
company as a leader and authority in the industry. A quick look
So what is your web site supposed to do?
at HomeVestors will show you that they do this in well, with con-
Your website should be held accountable to your business and tent on the various pages, testimonials, and articles from the
to creating a profit for you, in a very similar fashion to your em- News Media.
ployees. You should take a look at the following six primary
Your web site if it does not directly generate sales, should gen-
responsibilities and if your site is not living up to your satisfac-
erate leads. Go back and see each section on the HomeVestors
tion, then it’s time to make some changes:.
site and you will find that almost every page generates a lead.
 Educate your audience The main page directs you to what you want to do – Buy, Sell,
Invest, or Own. Then each of those pages directs you to sign up
 Brand your company and image where you become a lead. They do this very well.
 Establish your company as authority in your industry
(Continued on page 12)
 Generate sales and leads
 Build lasting relationships
 Empower your audience to buy more
Kim Tucker is currently the Marketing Manager for Tucker One
So let’s break this down and compare it to a web site like Hom- Properties and the Executive Director for Mid-America Associa-
eVestors.com. (no we are not affiliated with HomeVestors in tion of Real Estate Investors.
anyway, but they do have an excellent example of a highly paid
web site) Both companies market primarily using the internet, web sites,
blogs, articles, and email.
Your web site should educate your audience in a way that is
easy for them to understand and allows them to make a deci-
She will be sharing her knowledge at the October 13th General
sion to buy from you or use your services right there on the site
Meeting for MAREI. Her presentation is designed to go hand in
without any further interaction from you or your company.
hand with this newsletter.
Check out HomeVestors online and you will find tons of infor-
mation about many topics and testimonials, all designed to get
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Why are EDUCATED MAREI
Real Estate Investors Mid-America Association of Real Estate
Investors (MAREI) is one of the largest
real estate investor associations in the

More PROFITABLE?
of full and part-time investors, beginning
renovation specialists, appraisers, bank-
Because in today’s ever changing markets,
there is no room for mistakes by the unedu-
cated.
PUMP UP your investments and follow the tried
and true practices of the successful.
Mid-America Association of Real Estate
Investors (MAREI), has been offering
educational opportunities for Real Estate
Investors since 2003
estate entrepreneurs & investors reach
 Educational Speakers
 Low Cost Workshops & Seminars
 FREE Tele-seminars & Webinars
 Downloadable E-Books & Articles
 Live Networking Opportunities
 Online Networking Opportunities
 Discounted Training Programs from
mid-west. MAREI members consist
investors, real estate brokers and
agents, attorneys, contractors, ac-
countants, property managers,
ers - people who want to enjoy the
many benefits of real estate
investing.
MAREI was established in 2003 and
promotes networking and educational
opportunities to its membership.
MAREI services members in
Kansas, Missouri and Nebraska.
MISSION STATEMENT
To provide education, discussion and
networking opportunities to help real
their financial goals using sound,
honest business practices.
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Phone: 816-523-4400
Fax: 816-523-4448
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INVESTMENT NEWS © 2009 by Mid-
America Association of Real Estate In-
vestors (MAREI), a Real Estate Trade
Association. Published monthly by
MAREI and included as benefit for our
members. Quotations and reprints are
permitted with full credit given to author,
plus “The Investment News: Newsletter
of Mid-America Association of Real Es-
tate Investors.”
The information contained herein is be-
lieved to be accurate; however, it is not
guaranteed or warranted in any manner
and is subject to change without notice.
Writers’ and speakers’ opinions are not
necessarily those of MAREI. You are
advised to seek professional advice.

Member National REIA

 Fast Start Workshop
The Beginner's Fast Start to Success is a full day class designed to give
the beginning investor a foundation to begin their real estate investing
career.
This is a very fast paced class designed to give you an introduction into
many areas of investing.
Section #1: 9 am to 11 am
 Types of Investments: Active vs Passive
 Types of Investment Properties
 Goal Setting & Managing your Time
 Networking
Section #2: 11:15 am to 1:00 pm
 Asset Protection - LLC's
 Finding & Researching Investment Property
Motivated Sellers
Pre-Foreclosure, Trustee Sale, & REO
Short Sales
Bankruptcy
Probate
Section #3: 2:00 pm to 3:30 pm
 Financing Investment Property
Traditional Loans
Hard Money
Private Money
Self Directed IRA's
 Team Building
MAREI Online
Networking Forum
Have you visited and subscribed to the
Online Message Board? Go to
MAREInet.com -> Online Networking Fo-
rum - -> Log In, then surf the different
forums and Subscribe/Send Emails to
have the conversations in that forum sent
to your email inbox! Don’t miss out on
the unlimited knowledge our collective
members have to offer in this forum.
New Investors please ask questions.
Experienced Investors share your knowl-
edge, it may just bring another great deal
your way. Post your requests for referral,
extra leads, news you pick up.
Remember MAREI is a networking trade
association for Real Estate Investors and
the Online Networking Forum is one of
our best tools to reach out to each other.
www.MAREInet.com ———— Investment News —————
Section #4: 3:45 pm to 6:00 pm
 Exit Strategies,
Finding Buyers
Lease Options
Wholesaling
Retailing and
More.
Designed as a starting point to help you get started.
Class includes a FREE copy of the following:
 Workbook to follow & take notes
 Goal Setting Worksheet
 List of Research Links
 Sample Letter & Postcard
 Copy of Purchase and Sale Contracts
 Copy of a Standard Lease Contract
 Copy of a Standard Contract for Deed
 Copy of a Standard Tenant Application
 Copy of an Assignment of Contract Form
 Copy of a Promissory Note
 Copy of a Deed of Trust / Mortgage
 Copy of Checklist of Property Repair Items
 Copy of property analysis software tool (excel spread-
sheet format)
Class Size Limited to 12 People Maximum.
Member Price: $199 - Early Bird Price: $169
Non-Member Price: $249 - Early Bird Price is $219
Must Register 3 days in advance for Early Registration Price.
Must Pre-Register - no walk-ins.
To register visit the Calendar of Events at www.MAREInet.com, you
can register online, fax in a form, or call 816-523-4400
CODE OF ETHICS
MAREI members are expected to be civic minded and willing to operate with high
standards of honesty and integrity. It is our duty to conduct ourselves with the high-
est principles of the free enterprise system. We strive for MAREI to be synonymous
with competence and fairness. As MAREI members, we hereby bind ourselves to
this code of ethics:
1. We shall not discriminate against any person with regard to race, color, relig-
ion, age, national origin, sex, handicap or familial status as defined by current
Kansas, Missouri, or Nebraska law.
2. We shall recognize that real estate is a service related industry.
3. We shall refrain from engaging in any illegal practices, or defrauding any mem-
ber, customer, or association, with the aim of always conducting business in a
professional manner.
4. We shall endeavor to stay informed and updated on matters affecting housing
in our communities, and adhere to local, state and federal laws.
5. We are individually responsible for our own due diligence and continuing edu-
cation. Members are expected to verify any and all assumptions regarding
business decisions to prevent falling victim to fraud, misrepresentations and
illegal practices.
Further, if any allegations of conduct considered detrimental to the purposes and
interest of MAREI are received in written and signed communication to the manage-
ment, we will consider the matter. Should a decision to take further action be made,
a furnished copy of said allegation (s) to the accused, who shall be given adequate
time to reply. Thereafter, management shall take such further action as it may
deem property and in accordance to this code of ethics.
Page 5
 Key Elements of Your Website
What are the best elements to include on your web site to make
it more effective.
 Good home page layout
 Easy to understand navigation
 Overall design
 Calls to action on every page
 Landing pages targeted to specific audience
 Key Words
 A way to track your statistics
Your Home Page
Usually when we think of a home page or
main page of a web site, we think of it as the
central page that shows visitors every single
area they can visit on our web site and intro-
duce them to who we are and what we do.
But testing and statistics show that this infor-
mation overload causes most visitors to leave
– they don’t know where to go or what to do,
so they move on to a site that is simpler.
The websites that keep visitors on the page
longer and receive more visitors take a differ-
ent approach. They remember that they have
only one minute (or less) to make an impres-
sion, get the visitor to stay on the site and
click deeper.
Stop now and pull up www.HomeVestors.com
on the internet for an example. They give
visitors a lot, but the main page focuses on only 4 things – buy
a house, sell a house, invest in real estate, or own a franchise.
They keep it simple with few words and big pictures. By clicking
on the 4 choices, the visitors dig deeper in the first few seconds
of being on the site. They say “yes, I want to know more.”
On your main, home page - keep it simple and direct them to
one primary action – click here for more information on your
main subject. And just in case you have visitors that might not
be interested in the primary action, give them a couple of other
choices to click on.
So look at your site and all the other pages, what does it look
like? No, I am not telling you to erase all content from your
homepage. Keep the menu that leads through the main pages,
keep the sidebar with email capture (sign up) and other
downloads. But keep the majority of the page, where the typical
message would go focused on the primary and secondary ac-
tions you want your visitors to take. You can take this a step
further and simplify all of your pages to a few simple actions.
Site Navigation
How visitors navigate through your site is more than having a
menu bar at the side of your website that people click on. It’s a
progression that visitors take as they wander around your site.
You want the buttons or links that they click to match their
Page 6 ———— Investment
thought process and to address their core objections, fears, ques-
tions, etc as they come up.
This is something that you need to think about as you design your
web site and should not be left up to a web designer. You want to
create a basic layout of how your customer would think and de-
sign the navigation through your site for optimum effectiveness.
1. Take a look at your site through your visitor’s eyes. The site
is there to speak to the viewer on their level and address
THEIR interest and needs. It’s not about your company, but
about your visitor and how your company can solve their
problems and serve them.
So you want to first determine who your visitor is. You
may have more than one core visitor type such as buy-
ers, sellers, investors, and owners in the case
of HomeVestors that you need to address. Or
maybe you sell insurance and want to focus on
life, health , home, and auto.
Then have specific landing pages for each of
your specific types of visitors. These will be
pages devoted to your different customer
types. We will talk about these in a minute.
2. After you know who your core visitor is,
then you will want to map out the natural pro-
gression each type would go through that
would result in a sale or them becoming a lead.
So let’s say your core visitor is a motivated
home seller.
 First Page – talk about how you buy
houses fast that links to
 Second Page – types of houses and situa-
tions you work with.
 Third Page – how your buying process works.
 Fourth Page – testimonials from other people you
have worked with.
 Fifth Page – Frequently Asked Questions
 Sixth Page – Contact me for more information.
And along the way you keep the click here now to tell me
about your house prominent on every page as that is
your main goal for them, to sign up and tell you more.
3. And last, you want to make sure that you take care of all the
main objections, fears, and questions they will have and let
them know all the benefit as they move through the natural
buying process. This means, that according you your experi-
ences with your customers, what list out common objections
or questions that have at each point of your presentation and
be sure to address that question or objection right there with
either info on the page or with a link to more information.
Site Design
After you have figured out the proper progression, your next step
is to design that process so that your visitors will naturally follow it
and become your customer. This is a big section and can’t be
(Continued on page 12)
www.MAREInet.com
 What Should I Name
My Website
To be technical, you are going to pick a domain name. To help in the browser window. With a redirected domain name,
your business grow by increasing your customer base through when you put it into the browser window, it will also take
your website, you need to pick a website or domain name that you to the same web site, but the redirected name will go
does 5 key things. away and the main domain name will appear.
1. Easy to remember
2. Easy to find which means easy to type
3. Includes reference to your product or service.
4. Is easily recognizable as your name so it can be trade-
marked to that competitors will not be able to use a
similar domain name.
5. And last you need to be sure it is not already trade-
marked to someone else.
So, what makes a good domain name?
Good extension – that means the “.whatever” at the end.
When someone is going to the web, they will most
likely try your name with a “.com”, so as a web site
owner, if at all possible you want to get a “.com” name Who to buy from
for your web site.
When you go to buy a domain name it is important to work with a
Short – As in the length of the name. Ideally you will be reputable company. Note that there is a huge growth in affiliate
less that 7 or 8 characters. Short names are easier to programs that allow resellers to open online companies reselling
remember, tell someone about, to type, and let’s face it names for legitimate companies. Some Resellers are legitimate
www.widgets.com looks a lot more professional that and will be there when you come back, but others are here and
www.wesellthings.com. gone overnight. So before you buy, be sure to research the com-
Easy to spell – Test out your name choice and talk to peo- pany you are using. You can find a full list of accredited compa-
ple about it over the phone. If you can tell 4 or 5 peo- nies http://www.icann.org/registrars/accredited-list.html
ple your name and have them email it back to you, Domain Name Extensions
then it’s probably going to work. But if even one of
them screws it up, then you need something different. While we suggest that you should always go for a “.com” exten-
Also consider if there are 2 words in the name, that the sion, you need to know a bit about other choices. The three most
last letter of the first word is not the same as the first popular are “.com”, “.net”, or “.org”. You may find that depending
letter of the next word. People are not sure if they on what your company does, you might also want to buy a differ-
spelled it right. One thing you could do if you have to ent extension.
have the double letter is to buy both names and have  COM is short for commercial and are the most widely recog-
the misspelling redirect to the correct one. Don’t use nized for businesses.
dashes or dots in the name.
 NET is short for network and was originally designed for tech-
Descriptive – As you are starting out with probably a very nical web sites.
limited marketing budget, use a domain name that
describes what your site is all about. People will know  ORG is short for organization and is typically associated with
what you do just by reading your name. As this article non-profit organizations or associations or clubs.
is for a Real Estate venue, let’s talk about Realtors You can also obtain a domain name extension that fit a specific
getting a domain name that is their name. You want a country such as .ca for Canada or .jp for Japan.
domain name that fills these 5 characteristics, but you
might also want to buy a domain that is your name – Some web sites to check out when buying a domain name in-
like www.JoeBrown.com and redirect it to your web clude:
site. It has become a common practice in real estate
 www.DirectNic.com to buy a domain name
to do this and your customers might look for you at
your name, it just probably would not be a very good  www.GoDaddy.com to buy a domain name
name for the search engines to find.
Keywords – a name will also Include keywords that de-
scribe your product or business. This will help you in About the Author: Kim Tucker is the marketing manager for Mid-
some cases to increase your search engine rankings. America Association of Real Estate Investors and several other
real estate companies. She will be discussing marketing your
Let’s define redirect, it has appeared several times. Think company on the internet at the October 2009 MAREI meeting.
of it as a detour that gets you to the same place. You Find out more about the meeting at MAREInet.com
will want your main web site name to be the name of
the site. When visit the web site, the name will appear

www.MAREInet.com ———— Investment News ————— Page 7

 My First Web Site
From Entrepreneur Magazine Online
Should I have a web site? Yes, if you have a business, you
should have a website. Period. No question. Without a doubt. . . .
I'm not saying you should put all your efforts into selling your
wares over the internet, though if your product lends itself to easy
online sales, you should certainly be considering it. The point to
be made here is that you should at the very least have a presence
on the web so that customers, potential employees, business part-
ners and perhaps even investors can quickly and easily find out
more about your business and the products or services you have
to offer.
So as a small business owner, where should you start. . . and the
answer to that is going to depend on what kind of budget you
have to devote to creating your web site. You can create and
maintain a web site for under $50 a year, you can maintain on
your own a nice site for about $30 a month, or you can get really
high tech and spend $100’s in the design and maintenance. You
can even spend $1,000s its all in what you want to do.
This article is designed to get you online for very low cost, with
some do it yourself options. And even if you are going to pay
someone to build a site and optimize it for you and help you mar-
ket it, you or your marketing department needs to put a little
thought into the design and layout. Creating your first site yourself
will help you see where you want to go.
There are several choices that are either very low cost and in
many cases free. I will outline a few options here and with a little
online research you will be able to find something that will fit you
and your budget.
Company Sites: These are sites that come with your relationship
with a company. A very good example of this would be an individ-
ual agent site within the company site at
www.ReeceandNichols.com. The site belongs to Reece and
Nichols and they allow their agents to create their own pages
within the site. The agents can buy a domain name (“.com”) that
is redirected to their specific agent page, but the page name
would still be something like www.ReeceandNichols.com/
someagentname .
The drawback to these sites are that the main company site is
optimized to come up in the searches, but the individual pages are
very unlikely to come up with in a search. If you have the option
of having one of these sites, by all means use it, but you will also
want to have an outside site that will attract online traffic from
search engines.
Free Sites: These are sites that allow you to create your own
page through their web hosting system. It is technically the page
of the host and they are letting you use their space. Good Exam-
ples of these sites might be a site you create through
www.WordPress.com, www.Ning.com or Google Sites. These will
be pages that you can create however you want them for abso-
lutely no charge and you can optimize them and they will come up
in the search engine.
These are excellent choices as web sites as the cost is low, they
have very easy to understand systems. If you can write and send
an email, you can get a webpage up and working quickly with
these sites. They also offer 100’s of widgets or online tools to do
all the things that you might want your web site to do. Some will
even let you rename them to your personal domain name.
Page 8 ———— Investment News —————
However, you will usually have a few restrictions on what you
can and cannot put on these free pages, for example Word-
Press.com does not want use your site with them to drive traffic
to another site – like your page on your company’s site. So if
you link your posts and pages to a different site on a regular ba-
sis, they will lock out your account. They will also, usually in-
clude google ads on them to make the host some money from
your web page.
Template Sites: These are a very economical option. These
are sites that are usually created and hosted by a company for a
specific industry. They have 100’s of templates that come pre-
formatted with layout, color, design, and even content. The great
thing about these, is that they are 100% customizable within the
layout you choose. They also usually have some widges and
then some pay services. I will talk about those in a few para-
graphs.
For the Realtors out there, be sure to check out the sites offered
by Point2Agent.com. This company has been embraced by our
local MLS as a tool to syndicate Realtor Listings out to other web
sites, so if you list your property with in your Point2Agent site
you can list on syndicate them out to a list of about 20 and grow-
ing sites where people look for houses for sale, like Truila, Zillow,
Kijiji, and more. It comes with preloaded pages to get you up
and running fast. Then you can go back and tweek the content
to improve your rankings in the search engines. Best of all they
have a free trial for about 6 months, then just $9.95 a month.
For the Investor there are probably also another 100 choices,
every guru out there has one to sell The one I really like is Ine-
tUSA. It has 100’s of templates that you can customize totally
free or for a fee they will do some customization for you. Instant
content includes pages for investors, realtors, and lenders and
they also have a property listing feature as well as a secure con-
tact page. Having a secure contact page is helpful if you want to
collect personal financial information from potential buyers or
borrowers.
InetUSA offers a free trial for 10 days so you can get up and
running and see what your website could look like and then
should you choose to buy it costs about $25 to $40 a day de-
pending on the level of service you choose. Two key features I
like is the property listing feature can be shared among sites, so
if several investors and realtors in one area had a site with them,
you all can share the searchable property database with your
viewers and help each other sell houses. Another great feature
for me was that they would also put google ads on your site and
give you a commission from that as well as paying referral fees if
you recommend someone who buy’s one of their sites. If you
have enough traffic to your site it could potentially earn enough
or more to pay for your site from google and referral fees.
The main drawback with template sites is that you do need to
work within the templates provide. And you may be limited in the
number of pages you can have and features you can have with-
out adding on fees.
Fully Customized Site: This would be a site that is built specifi-
cally for you and your needs. There are all different kinds of
costs on these and all different kinds of providers. Some things
to be aware of:
(Continued on page 14)
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www.MAREInet.com ———— or
816-453-5532 Investment News
816-456-1843 —————
pgrace3@kc.rr.com Page 9
www.MAREInet.com ———— Investment News ————— Page 9
 Service Guide
National Discount
Program for
MAREI Members
Get pricing better than your local
painting contractor.
Discount Card Mailed in
Your Membership Package
Tenant Screening Discounts
Visit Benefits Tab
In MAREI Member Library
To Access Tenant Screening
Discount Options
MAREI Members
Up to 20% discount off
regular pricing on print
services.
Discount card mailed in your New Member Package.
FREE Trial Web Site
Hundreds of easy to use templates.
Get up and running in a matter of minutes.
Property Marketing pages that link to other sites.
Contact collection web forms.
Auto Responders.
Database Management
Go to Web Services
On the Vendor Page at MAREInet.com
And click on FREE Trial Web Site
Page 10 ———— Investment News —————
FREE Bandit Signs
For just the cost of shipping &
handling, you get 25 signs with
your customized message
printed on 9”x12” econoboard,
plus 25 easy to use wire stakes!
Just go to www.MAREInet.com and click on Member-
ship Benefits & scroll down to the section on Bandit
Signs (near the bottom of the page)
Discounted Books
Do you hand out books at your marketing or need a par-
ticular book the whole office needs to read.
Use our Discount at NoloPress or Dearborn Publishing?
MAREI members:
Go to the benefits tab in the member library for the flyer
on discounted books for discount info!
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 National Benefit for MAREI Members
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www.MAREInet.com ———— Investment News ————— Page 11

(Continued from page 1)
Building lasting relationships with your audience, is a very impor-
tant role and is often overlooked. If you sell something that you
would buy over and over again, like books, you want to find a
way to get book readers to come back to your site on a regular
basis. If you buy houses, you want potential sellers to come
back and visit your site as their situation changes and their moti-
vation to sell gets stronger.
One way to do this is through subscription sign ups that allow
your viewers to subscribe for more info and your site sends them
new information automatically. Historically this has been email
newsletter lists, but today more sites are directing visitors to sign
up for their blog, to become their fan on Facebook or Twitter.
And by becoming a fan, they become advertisers for you as the
fact that they are your fan shows up on your page on the social
networking sites and it shows up on their page.
If we look at the HomeVestors page, they have the sign ups for
the email newsletters, but they have not caught up with the grow-
ing use of social networking. I read in the paper just today that
there are 700,000 new users on Facebook every month. You
have to catch up with this fact or you will be left behind – and
guess what, this is almost FREE advertising, it just takes a little
more skill.
Your Primary site should also empower your audience to buy
more frequently, consistently and or become your customer more
often. By showing value and the fact that other people use your
products or service, you can give them this power. And the more
you educate your audience, the more likely they will buy. Just
think about that insurance company that invites people to come
to their site to see what the competition is charging, this was their
entire marketing message for quite a few years.
So in a nutshell, that’s what your Primary Website should do for
you, but what are some things that it will not do:
 It will not magically generate traffic. You have to take steps
to direct people to find your site. Believe me, when I say,
“the Build it and they will come concept, just does not work”.
We will be talking at the October 2009 MAREI meeting on
ways to generate traffic to your web site through search en-
gine optimization, organic searches, blogs, articles and
more. But let’s not overlook one of the easiest ways – in-
clude your web site in all your other marketing: business
cards, signs, letterhead, print media, etc. By telling people
to go to your web site in all your other marketing efforts you
will generate some traffic.
 Replace personal attention and connection. Ok some web
sites are designed to be 100% online sales generation sites,
but even they have a back end help desk for when things go
wrong. But the majority of our businesses in the real estate
arena are relationship based. Your web site and online tools
will help you be able to connect more with your customers,
but it is important to remember that just because your web
site will interact with people does not mean you can stop.
You still need to have good solid customer service and inter-
act with them on a personal level.
Can’t take the place of good effective marketing and message.
Just because you can build a web site, does not mean to just
throw one out there and it will work. Take some time to plan your
message and test and adjust as you go.  typically purchase a product or to sign up for something, or to
Page 12 ———— Investment News —————
(Continued from page 6)
covered fully in this short article. So let’s hit on the high points
to keep in mind.
 Make sure your main site menu links to the main – core
categories of your site.
 Make sure you have your primary action in the main naviga-
tion as well such as “Join Now”, “Sell Now”, or a free sign up
for more promotion like “Free Report” or “Free Trial”
 Write the content of each page with the next step in mind.
So let’s say that are a contractor selling rehab services. The
first question to a viewers mind would be” is this guy reputa-
ble”. So right there on the home page or the main landing
page, in your header of the page or below your call’s to ac-
tion, or in a sidebar you will want to include a few brief points
establishing your company’s credentials: licensed, bonded,
member of BBB, years in business.
Let’s say that your primary action you want them to take
is to sign up for a free estimate . . . you have a big box
in the corner – with a graphic and a sign up box.
But what if they are not quite ready for an estimate, you
want to give them other choices like a link to a before
and after home tour of specific types of rehab: kitchen
remodel, bath remodel, reroofing, etc. Once they start
thinking about how a remodel might work, their next
question might be “why not do it myself?” So you would
want to include that objection and your response on that
page or put it in a sidebar and link to a page with your
explanation. Maybe your explanation page tells how
long it would take you for a typical job and then lists out
all the hard steps they would need to do themselves
showing how long it would probably take them to do it,
all the necessary tools they would have to acquire and
learn how to use, etc.
 Your website’s look and feel is one of the few areas that
people concentrate on, and they usually screw it up. They
focus on a pretty web site and unfortunately a pretty site is
not an effective one. They need to focus on effective design
and writing and then get the look to support your writing.
 The last element on your site is the one that matters most.
Make sure that all the content and graphics focus on your
customer and his or her needs, NOT on your company and
what you offer. Yes you can still talk about your services
and products, features and benefits, but do so in a manner
that focuses on what the customer needs and wants.
Just like I learned in marketing 101 – “What’s In It for Them?”
Talk about the problems they face and how you or your product
is the best option for solving them. Don’t talk about gadgets,
services, and tools unless you can show them with a benefit that
the customer is going to find important.
Call to Action
We have mentioned “Call to Action” a few times, but what is it? It
is a concise invitation to your visitor to take a specific action,
read information that you have designed to take them through
the buying process.
The first type of call to action is the Primary Call to Action that is
(Continued on page 13)
www.MAREInet.com
(Continued from page 12)
the featured action on your home page and usually a main link in
your menu and on every page probably as a sidebar button with
a graphic. Then you will want 2 or 3 secondary calls’ to action
that while important are not as prominent and would be some-
thing visitors would turn to if they were not quite ready to take
you up on the primary call to action.
Landing Pages
While we still need to market our web site through business
cards, signs, or print media – otherwise known as marketing col-
lateral, most visitors will find your site through search engines,
paid searches, advertising, social media and more. We will talk
about a lot of these at the October 13 meeting.
If you are using any of the methods we will be talking about on
October 13th, you are going to want to have a few landing pages
on your site.
In the case of advertising through search engines, you are going
to design a landing page that targets specific keyword or words
to encourage the major search engines such as Google to rank
your page higher than others. That means when your site comes
up in the search, and a visitor clicks on your site, they will be
directed first to that landing page – not your homepage. These
may be pages that are only found via the search engine market-
ing and are only used to get people into your website.
So when you are creating these landing pages, you want to keep
in mind that they may be the first page your visitor sees and
while it does not have to be set up like your home page, you still
have to keep in mind you want all the same elements. You are
not doing this just in case someone accidentally finds an internal
page first before your home page, you are going to design these
landing pages to be powerful marketing tools to grab their atten-
tion and get them to ask for more.
These landing pages will allow you to target a specific niche of
your audience and speak to that specific niche. So go back to
that HomeVestors.com and start at their home page and click on
Sell, that page is their landing page that is specifically targeted to
the home seller with all their focus on that niche customer. They
then direct the home seller visitor through basic info, a video, a
home seller testimonial and then ask them to register their infor-
mation and house for sale.
They have also optimized this landing page to key words that
home sellers might search for – home buyer, pay cash, etc. We
will talk more about optimizing your pages for key words and
researching key words at the meeting on October 13th.
One other benefit of the landing page is that if you design them
correctly, and it seems the HomeVestors people did, they can
convert the visitor to a lead or a sale right on that page without
them having to go any further into the site. Yet if the viewer
wants more information it’s all right there for people to find out
more about.
Key Words
We will talk about key word research on the 13th, but you want to
make sure that you use key words throughout your web site.
Some things to think about:
1. Have a contact page that allows customers to contact you.
Include a live phone number, a real live mailing address or
your physical address if you have an office or store front,
and include either an email or better yet a submission form
where they can email you. Using a submission form will
allow you to ask a few key questions to help you in answer-
Page 13 ———— Investment News —————
ing thing.
2. About you page. Now this is just me, but I think in an indus-
try like real estate where we are doing business usually with
a person and not a company, it is very important to introduce
your customers to key staff members. I would suggest hav-
ing a meet our staff page with a photo, basic bio, and a way
to contact them.
3. If you do business in a specific region I would also try to
work that into your web site. If you take a look at the web
site www.RealtyResourceKC.com you will find a page de-
voted entirely to all the areas in the Kansas City metro
where every city is listed and the key word “Kansas City” is
posted repeatedly throughout the website.
4. Last, many of your products or service just might be a key
word, so don’t shorten them to industry acronyms. Lenders,
spell out Home Equity Line of Credit as well as listing
HELOC. Realtors write out Real Estate Owned as well as
REO, these are key search terms your viewers may look up
and they might not know the shortened version.
Tracking Statistics
The last element of your primary web site that we want to ad-
dress here is tracking web site statistics. And it’s not just so you
can put a counter at the bottom and say that the visitor is the
3000 person to visit. You want to track to see what works and
what does not.
So let’s say your statistics say that you are getting 100’s of visi-
tors, but no one is buying or signing up, then you want to change
an element and see if that works. Don’t completely redesign the
site, but change one element at a time or create two alternate
pages with one thing different and track the results between the
two.
But how do you track and get the statistics? If you are lucky your
web site provider will provide you with numbers. Web sites like
Inet come with statistical tracking, as does Wordpress, but other
sites might not. On those sites you will want to add your own
code to get tracking statistics. Google offers a tool that creates
code and assembles statistics for you – search for “Google Ana-
lytics” and sign up for a free account.
—————————————
Now you can go back to your existing web site or if you don’t
have one start one. Focus on:
Standard Membership $99 Standard Membership $30
 on Designing
Add a map$50
Spouse or Partner that yourAddvisitors will or
on Spouse take through
Partner $15 your
Businessweb site. When
Membership $499I start I have a map
Business that looks
Membership $135like a
flow
Additional chart crossed
Employee $50 with a Additional
family tree.
Employee $15
 Design or redesign the home page with a main call to
action.
 Build one or two landing pages for special niche cus-
tomers.
Then, your next step after you get the web site up is to start mar-
keting it. Don’t wait till it’s perfect or you will never get there, you
can and should update your site on a regular basis. I change my
websites daily as I see new ways to do things. And for the mar-
keting part, please be sure to attend the meeting on October 13th
were we will be discussing using blogs, articles submission, so-
cial networking, online advertising, and more.
www.MAREInet.com
(Continued from page 8)
 Many of the people that advertise as web site providers,
know are training themselves just one step ahead of you.
They know enough to sound educated on the subject, but
their products could be questionable at best and may be a
waste of money. So check out people you hire to make your
site, and ask to see sample sites and get a rough estimate of
start up and ongoing costs. And I would Google their name
and company name to see if anyone had issue with their work
and services.
 Other providers may hold your site hostage. Say you have a
set payment structure and you miss one payment, if they con-
trol everything they could shut you down completely in just a
few short minutes. So make sure you know what you are
paying for and get it in writing.
 Make sure you are educated on how to make changes your-
self. You don’t want to have to pay someone $100 every time
you want to change a page, so if the site does not come with
a back end office to allow you to manage things like – chang-
ing pages, creating new pages, turning off pages, creating
sign up pages for different campaigns, then you probably
don’t want the site as it will cost you more and more money
every day.
 Last, before getting the customized page DO YOUR RE-
SEARCH ON THE COMPANY
Social Networking Pages: You have probably heard about
Facebook.com and Twitter and these are just a tip of the iceberg
in social networking. There are many uses for social networking
pages and in this article we are going to look at the creation of
Groups or Pages. While you should have a free standing web site
all on it’s own, you want to do a little research on social network-
ing groups that are in your industry and be sure to create a page
or a group with in the top 3 or 4 social networking sites.
Everyone should have a personal page on each of these sites
plus a fan page for your company. So for example on Facebook,
create your own personal page and then create a fan page for
your company. It is very template driven, you just fill in the boxes
and presto chango you have a page. Then you can invite friends.
We will talk about why this is important at the October 13th MAREI
Meeting.
Some of the top social networking pages that someone in the real
estate industry should look at joining include:
www.Facebook.com, www.LinkedIn.com, www.ActiveRain.com,
and www.RealTown.com. You will also find 100’s of other social
All Attendees
At the October
Meeting
Free Subscription
To Website
Magazine
Page 14 ———— Investment News —————
networking group pages popping up all over the internet so some
guidelines on those – go ahead and join them and create a quick
professional page that directs them back to your one of your top
4 social pages as people on there will probably be on the top 4
as well. Then check back with the site once a month to see if it
has growing traffic. In most cases I have seen, the start ups
while really neat cannot compete with the top 4.
So what are some key tools or widgets you want on your site.
1. If you are a Realtor or an Investor you may want a property
listing widget. It is rather hard to get formatting just right on
the template sites, so if they have a property listing feature,
you just answer a few questions and load your photos and it
creates your property listings on the page.
2. Syndication, is the ability to list property on one site and then
get it to appear on other sites. Quite a few sites now offer
this, and if it is a realtor or investor site, you want the ability
to do this at just about any cost as it can save you hours in
posting your houses to multiple sites.
3. Auto Responder’s are a tool that allows a potential client to
contact you for a particular reason and the site will automati-
cally ad the person to your database and categorize them
and instantly send them a reply email or emails. If you have
something to sell—this is an absolute must. Keep in mind
you may want to use an outside provider for this and have it
added to your web site.
4. Email Collection promotion , have some call to action that
requires readers to give you a name, email, and optionally
other contact information to get something for free that your
auto responder will email to them automatically.
5. Blog Page where you can put in news articles, observations,
and more as often as you like is very important. Depending
on how you want to market your page, you may find you
want your blog page to be a part of your site or a separate
site all together.
6. RSS stands for Really Simple Syndication and if you have a
blog type page on your site, you want people to be able to
subscribe to your blog updates and have them appear in
their blog reader. So you need some way for your readers
to subscribe to your RSS of your blog.
Also with your site as you create it, investigate all the widgets
and add ons it has to offer. You may find it does something you
have never thought about that you want to test on your site.
60 Day Free Trial
Send Mass Emails, Easy to Use
Load up your mailing list, today!
100’s of templates or Create your own.
We recommend Constant Contact
Look under Web Services on the Vendor
Page at MAREInet.com
www.MAREInet.com
 NEW MEETING Coming in November

SPACE NEEDED
While we really like the Overland Park Marriot, their prices and
added fees are just a bit to much to handle. We are in negotia-
tions with them for the first 6 months of next year, but we are
also looking for alternative space.
The ideal location would have the following characteristics:
 Be centralized for the metro so it is about the same drive for
the people from JOCO as for Lee’s Summit, as for the
Northland Folks. That being probably around downtown.
 Plenty of Parking for about 150 people. Make that FREE
parking, we don’t want to have to charge extra for people to
park.
 Room to seat about 100 people classroom style like we do For the
at meetings now with a stage up front and a little room at the
back for tables. What we have now at the Marriot is actually Real Estate Professional
a little too big. Or if we have the option of bringing in our
own food, seating for about 100 at tables.
 Room adjacent in a foyer or hallway for check in table and
Build your Team
vendor booths, so we can network before, during, and after
the meeting and not bother the speaker. Network with Everybody
 Have their own sound equipment that we can use along with
a screen, etc, just like the hotel has. In November, MAREI takes networking to the next
level. Fasten your seat belts and be ready for a no
 Use of the room from 5:30 pm to about 10:00, we don’t want agenda, no topic, energy packed and fun filled speed
to be chasing anyone out early if they are not ready to leave. networking. If you have never attended a speed net-
working session, join this one. We promise it will be
fund and you will get to meet up to 30 real estate
professionals and service providers in in about 90
minutes, something that might take you 4 or 5 of our
normal general meetings.

We will break the ice for you. Be prepared with your

elevator pitch for your product, your service, or your
business. Please read our blog and Facebook
pages over the next month to get ideas.

Bring at least 50-100 Business Cards, and don’t for-

get those business cards have a back side, so be
sure to use it.

You will have 3 minutes (1 1/2 per person) to get

your pitch across, so think about it now, what is it do
We had one suggestion from another group that uses an Elks you have to offer, or what is it you need to grow your
lodge. They rent the banquet area for their meetings for $100 business.
and then have a sponsor bring in Pizza and sodas for the eve-
ning. Then the Elks give the attendees access to their bar area
before and after for networking, they just lack the foyer area.
Discounted Business Cards
If anyone knows of something like this, near downtown or the
Plaza, please let me know. Maybe at UMKC. We need to figure
Vista Print
this out in the next month or so, so please email your sugges-
tions to info@MAREInet.com.
Visit the MAREI vendor
And who knows, the Marriott might just figure out a way to lower
their room rental rates to keep us there, but we would like to be
Page under printers for
more centralized. Up to 75% off at Vista Print

www.MAREInet.com ———— Investment News ————— Page 15

 Service Guide

General Meetings

MAREI meets once a month on the 2nd Tuesday. All members attend this event for no additional cost. Non-Members
will pay $25 at the door or $15 by preregistering 0nline through our calendar of events.

Workshops

MAREI hosts on average one workshop a month. These workshops consist of a short, all training event offered by the
experienced investors in our association with no sales. We also offer an all day workshop with a national expert who
usually has a training product that they offer for sale. These sales help us pay for the meeting room and the cost of run-
ning the association. Both are offered to our members for $25 each to our members or $50 for non-members. For the
member who attends at least 4 workshops in a year, they will save $100.

Professional Housing Provider (coming January)

National PHP Designation Program for initial and ongoing professional real estate training to be better informed and
equipped to handle a wide variety of situations that we are faced as a real estate investor. Obtain your PHP designation
to show your commitment to a code of ethics and training in your real estate business.

Library

Our library is packed with 100's of articles, ebooks, forms, and documents. Many of the ebooks are full complete books
in digital form that if purchased as a paper copy at the bookstore would cost on average $20. Access just 5 of these
books and you have a savings of $100.

Classifieds

Our online Classifieds are an excellent tool to market your jobs and real estate to other members and the visitors to our
web site. All members can log into the member area to post a classified that is viewable by the general public.

Newsletter Archives

All of our newsletters, The Investment News, are archived in our library. Our public side of the site posts some of the
most recent newsletters, but we have all newsletters posted in our archives since 2007. These newsletters include busi-
ness cards of many of our vendor members as well as information packed articles on many different real estate and
small business management topics.

General Meeting Archives

If you should miss a general meeting or an important part of a presentation, you can log in and review the recording of
the meeting. Join today to access our General Meeting Archives back to 2007.

Kinko's Discount

We have negotiated with Kinko's to be able to offer a discount card to the copy center at your local Kinko's. On average
the card will offer you up to a 20% discount on all regularly priced copy services.
Bandit Signs

For just the cost of shipping and handling, you recieve 25 BanditSigns with your customized message printed on envi-
ronmentally-friendly 9"x12" econoboard, plus 25 easy-to-use wire stakes!

Vista Print

Go through our vendor links for 30% to 75% off your print jobs. Or order 250 for FREE

FREE Trial Web Site

Looking for a Great Real Estate Website? Test out this web site for FREE! Completely Customizable Real Estate Web-
sites with all of the capabilities tailored to meet the business development needs of any real estate investor, agent, real-
tor, or broker.

Audio Acrobat - FREE 30 Day Trial

Add Audio and Video to your web site today! Collect feedback from customers with your own special number, record
teleconferences, upload recorded files, create your own podcasts and send to iTunes and more.

Constant Contact - FREE 60 Day Trial

Stay Connected with Email Marketing. You will discover that you can quickly create affordable, professional-looking
email campaigns that help you better connect with your customers, clients, or members.

Go to Meeting / Webinar FREE Trial & $10 off

Few things are as simple as GoToMeeting. With just a few clicks, you can easily organize on-the-fly or scheduled meet-
ings, perform live demonstrations and collaborate on documents in real time. It's like you're in the office with your clients
and colleagues.

Apartment Moves / Smart Moves

Request copies of this moving planner, now in English or Spanish! Contact the National REIA office with your name,
shipping address and quantity needed.

Avis & Budget & Enterprise Rent-A-Car

With our Car Rental Corporate Discount number you are guaranteed their lowest available rate! To access this benefit,
simply make your reservation though National REIA by visiting their web site.

CybrCollect

Your time is too important to spend trying to collect on bad checks. Banks can charge $20, $30, or more for every
bounced check! And traditional collection agencies typically collect on only 20% to 30% of bad checks. CybrCollect gives
you superior check collection results, and it's totally FREE!

Dearborn Publishing & Nolo Press

Discounts up to 40% off are available on books, videos, and other resources available from Dearborn Publishing & Nolo
Press.

REIARentals.com

Free listings on REIARentals.com. All memberships will be verified before listings will be approved.
Rentals.com

Twenty percent discount off all regular price listings.

First Advantage Safe Rent

Preferred access to the new Residential Property ProfesionalSM (RPPSM) — resident screening services and manage-
ment reports created specifically for the unique needs of smaller residential property investors and operators. RPP offers
three powerful, user-selectable packages that provide landlords with a comprehensive picture of their prospective resi-
dents and indicates their likelihood of fulfilling their lease obligation. RPP includes the same vital and cost-effective First
Advantage SafeRent leasing-decision services used by the nation’s largest rental housing operators and investors to
manage risk and maximize net operating income.

The Home Depot

National REIA has teamed up with The Home Depot to offer all of its members a Material Purchase Rebate Incentive
Program. This program is available to all members and offers services such as volume based discounting through The
Home Depot Pro Bid Room, dedicated account managers and a semi-annual rebate of 2% of your net sales for your pur-
chases through The Home Depot and Home Depot Tool Rental.

Humana One

As another benefit to National REIA members, we have partnered with Humana thorough vendor member, National Real
Estate Insurance Group, to offer health insurance programs for the self-employed, including real estate investors. Hu-
mana offers individual plans, HSAs, and even group products that help you strengthen your bottom line, without sacrific-
ing coverages or benefits.

Office Max

Discounts up to 65% off retail price on thousands of items such as office supplies, copier paper, computer/technology
products, and furniture and print products.

Sherwin Williams

Sherwin Williams is North America's oldest and largest paint manufacturer. For nearly 135 years their name has been
synonymous with quality coatings, delivered to their customers with outstanding customer service by the most knowledg-
able people in the industry. Sherwin Williams is committed to National Account Customers and provides one of our most
frequently used, well-praised member benefits. This is a National Account, linked to all other REIA group members, giv-
ing us huge buying power and huge discounts. With the discount card you receive in your MAREI membership package
you will be able to command a better discount that your local painting contractor!

Solveras Payment Systems

National REIA negotiated discounts help you save on the latest Remote Check Deposit (RDC), ACH/eCheck, Credit/
Debit card and related payment processing products for rents or other businesses REIA members operate.

Trak-1 Technology

Trak-1 Technology is one of the nation's leading providers of B2B criminal information, offering instant access to a vari-
ety of searches discounted for our members. The quicker you can access essential screening data, the sooner you can
take the next steps towards a quality residential rental decision.

Lead Paint Disclosures

EPA requires disclosures and booklets for every lease and sale contractor or face a $16,000 per contract. Plus renova-
tion requirements are getting tougher in 2010.
Legislative Updates

MAREI has partnered with National REIA to bring you state and national legislative updates monthly. Visit the legislation
section in the member’s library.

Landlord Tenant

Planning on renting properties, get a jump start on the rules and regulations with Kansas & Missouri Landlord Tenant
Law, sample forms and documents. Visit the landlord tenant section in the member library.

8 Day Carnival Cruise

Join the other investors on our annual cruise going to St Maarten, St Lucia, & St Kitts in 2010. Prepaid gratuities, port
charges, taxes, and return airport transfers. Two cocktail parties, 4 days of seminars, Q & A every night. Meet other
investors from all over the country to learn from the best. Learn about other markets. Ramp up your Success. Starting
at $995 per person.

National Speakers

National Speakers & Instructors teach locally and give DISCOUNTS on their training materials and events. Do you have
a speaker you want to see here or a program you want at a DISCOUNT, tell us and we can invite them to our associa-
tion.

Networking

Network at meetings, events, and online with real estate professionals: Attorney, Realtors, Lenders, CPAs, other inves-
tors, etc.

FREE Membership

Tell your friends and business associates about MAREI. Every time one joins MAREI will add $10 to your MAREI credits
that are tracked online. Use these $10 credits to pay for FREE membership – refer 10 people or to pay for workshops.

Do you offer a great discounts our members could use?

Please contact us for local discounts and if you have a national discount, we can put you in touch with National REIA.

Membership Pricing

 Standard Membership: $99 for one person or $19 for 1st month and $10 a monthly for pay as you go
 Add Additional Person: $50 per person or $5 for 1st month and $5 a month for pay as you go

 Business Membership: $499 for up to two people includes ad in newsletter, listing on vendor page, and a benefit
listed on this page.
 Mid-America Association of Real Estate Investors
Presents:

Marketing Your Real Estate

Business Online
with MAREI’s Marketing Director
Kim Tucker
Tuesday October 13th
Tuesday October 13th, 2009
6:00 pm Check in & Networking Visit our Vendor Hall this month to see
6:00 pm New Member Orientation how the following vendors can help
6:00 pm Vendor Hall you grow your business:
7:15 pm Sponsor Presentation
7:30 pm Guest Speaker  Accurate Title Company
 Argentine Federal Savings
Members Attend FREE  ZTouch Property Merchandising
Non-Members $25 at Door
PreRegister for $15 on Web Site We have room for 2 more vendors,
Reserve Networking Table please reserve your space now.

Overland Park Marriott

10800 Metcalf (I435 & Metcalf)

Calendar Invite a Friend to Attend

October 10: Lee’s Summit Investor Breakfast
October 12: Vendor Table Registration Deadline
October 13: General Meeting: Internet for Investors
October 17: Beginner Fast Start to Success
October 21: Northland Investor Lunch
November 10: General Meeting: Speed Networking
November 14: MAREI Workshop to be announced
November 25: Thanksgiving
November 30: MAREI’s last day till January 10th, off for the
Holidays.
Please see the Calendar of Events at www.MAREInet.com for
complete details online. Look for “Kansas City Real Estate In-
vestors” on Facebook, Linked In, and Meetup to receive event
updates in your inbox.
Do you have friends, family, and business as-
sociates who would benefit by becoming a
member either through the networking, the
education, or one of the many discounts we
have to offer. Invite them to their very first
meeting as your guest for FREE.
Give them this coupon from the newsletter (or
maybe the whole newsletter). They bring the
coupon to the door and fill out a guest registra-
tion form and enter their first meeting for free.
If they have attended before, they can preregis-
ter online for $15, or cost at the door will be
$25.

Guest Name:

_____________________________________

Referred By:

_____________________________________

You receive $10 MAREI Credits to be used for

membership & events.