E Leads

Internet LeadsManaging and Responding to Internet Leads

Copyright © 2010 Century 21 Real Estate LLC. All rights reserved.

Objectives

• Understand the Internet Buyer

• Build rapport with online consumers

• Capture online buyer and seller opportunities

• Increase your potential for generating MORE business!

As a result of today’s session, you will learn to:


The Web has changed the way we communicate

– 90 percent of home buyers used the Internet in their search*

– 36 percent of buyers found their home online*

– 60 percent of buyers were likely to walk through homes they’d viewed online*

The Internet has replaced the yellow pages. Not responding to email compares to not returning a potential business propect’s phone call!

According to NAR …

*NAR Profile of Home Buyers and Sellers Report 2009


Today’s REALTOR® is Evolving …

• 84% of REALTORS® are using social networking or plan to in the future

• 58% of REALTORS® have a website

• These numbers are increasing!

According to the NAR Technology Survey …

What changes are you planning to make in the way you do business to adapt to today’s consumers and stay competitive?


Internet Leads Are Not Going Away!

• Much different than developing rapport over the phone.

• Don’t be surprised if you find yourself competing for the attention online customer

• Your follow-up techniques must be light years ahead of your competition!

The greatest challenge is developing rapport with your Internet leads.


Lead Tracking Is Important to Your Business

National Statistics

50% of Internet leads never get a response

Average response time is 54 hours!

eConsumer has a 15 minute patience level

For every email you receive, consumer has emailed 5 others

50% of eBuyers need 12-24 months of incubation (care and feeding)

70% of consumers work with first agent to respond (NAR stats)

80% of home buyers use the Internet to find a home and a real

estate professional to represent them


Rules for Following Up

• Follow-up fast: The first person to get back to the consumer is the most likely to win their business. Put a person and a process and place to follow up on email and Internet leads.

• Communicate use with the medium they chose to initiate communication. Ask before you move to different type

• Make it personal and relevant ask clarifying Questions

• Invite for a visit on phone or virtual

• Establish urgency Always discuss Now


Solve NOT Sell

• Listen carefully to their situation without selling

• Find out who is Purchaser is

• Establish a relationship with the inquirer

• Find out the real issues behind the request for information

– Prioritize the interests, then do your homework

– Provide a date/time they will hear back from you

– Ask if you can call them to discuss

– What is the Hook: Home/ Area/ Amenities


Characteristics of Internet Buyers

• Median Age = 37

• Median Income = $75,500

• Average Length of Search = 12 weeks

61%20%

9%

9% 1%

NAR Profile of Home Buyers and Sellers Report 2009


Some Say “E-leads are not real Leads…

• Online Leads are bogus, they’re just not serious

• Merely requests for information

• You’re just simply providing information to the consumer without receiving anything back for your time

• Online consumers are disloyal

• It’s a one-way communication


Communicaton is all that is needed

• Sales is now a complex process

• Communication has taken on many forms email text fb

• It takes time and involves strategy and occurs in multiple stages

• Need to identify the consumer’s time frame for buying or selling

• Responses should not be vague, ie. “call me if you need anything … “

• View eCommunications as a relationship building tool


What is the time frame for ACTION?

One of the FIRST things you need to determine is what their time frame is.


Process of an Internet Lead / Buyer /Seller

• Intro Idea Stage

• Research Gathering Stage

• Filter sifting thru all the info

• Focus Look for clarity (Agent) (Brand)

• Find Ready for you…

• This process could be 18 to 24 months


What is the definition of Lead Incubation?

What does it mean to “incubate” a lead? What is the value in doing this?


Leads need to be incubated

• Automated response advertising is not “incubating”

• Many agents interpret consumer inquiries as an opportunity to SELL (versus SOLVE) look for the reason..

• Just because a consumer is receiving computerized alerts does not mean you are building a relationship

• Consumers can already get MORE information than they truly want they want some one to govern the flow..


Incubation is not a new concept

• Most leads, whether they be walk-in, call-in or arrive via the Internet will not act for at least 30 days, they need to “massaged”

• Branded messages, such as the eCampaign tools were created for this purpose

• Allow people to get to know you. Let them know you are on Facebook and LinkedIn

Practice building relationships. This is a very

valuable skill!


Some Strategies to Use …

• Treat ALL leads equally

• Speed - respond timely and prioritize

• Convey urgency

– Solve vs. SELL

– THEN SELL what they TELL YOU they really need

– Listen and observe what they are telling you

– Find out who the decision maker is without offending

– Learn as much as possible about their situation

• Identify any knowledge gaps

• Use a CMS to keep track of communication


Communication for Engagement Checklist

Assess your current strategy. Does your communication …

Respond quickly to inquiries

Reflect a desire and willingness to build a relationship

Demonstrate your market knowledge and expertise

Provide information that is relevant

Convey to the customer that they are in control

Inspire trust and reflect your personality

Do you tell all upfront or do you leave them wanting more


Don’t sweat it you just have to be good at responding

• CLS Library – Scripts area

• Write your own scripts and have someone critique

• Start building your own communication Library

– It needs to be friendly, but at the same time brief

• Check out the eCampaign tools!

• Use Spell Check! – ALWAYS!

• Read more books, magazines, publications, blogs

• Ask for help from someone who is!


Are You Using these eMarketing Tools?

• My Contacts area

• Segmentation

• eCampaign Tools

• Tracking Reports

• Relevant content and communication

• Offers that engage and bring consumers back

“ It is all about gaining confidence and trust”


Closing Thought …

If someone has taken the time to ask for your help, BUILD the relationship, ASK for their business

and SEAL THE DEAL!


Action Items1. Develop an online Plan for responding to and managing

Internet leads.

a) C21 Tools: Build rapport

b) CRM: Capture the online buyer and seller

c) Incubation: remember 18 to 24 months

2. Seek to assist not sell… That will come

3. Take a CLS class: Increase your income and generate MORE business!


Thank You

E Leads

Business

Transcript of E Leads