Got 40? How to get your 40+ leads each month Jack Markham

Building, growing and managing a successful real estate business

Generating leads

Engaging leads

Winning business

Having fun

Challenges for Today’s Agents

Generate leads

Engage leads

Convert leads

Continue relationship

Three Secrets to Growing Your Business

What does success look like?

Suspects or website visitors

Leads

Prospects or contacts

Active Consumers

Motivated Consumers

Transactions/Income

What information are consumers gathering online? • Pictures and details about homes on the market • Specific school information• Neighborhood info and demographics• Specific market conditions• Short sale/foreclosure benefits and traps• How to successfully purchase a home• What is my current home worth?

Today’s choices …..what are the real differences?• Google, Bing, Yahoo• HouseValues.com and Justlisted.com• RealEstate.com• Trulia, Zillow, Realtor.com• Company branded websites• Craigslist

Understand today’s online consumer

• TRADITIONALS– Over the age of 66– Most are retired– Looking for more efficient living spaces– Could be looking for vacation homes– Still answers to print and email campaigns

• BABY BOOMERS– Between the ages 47 and 65– Very diverse set of needs– Some are looking towards retirement– Some have been hit hard by the recession and are looking to downsize– Quite a few “empty nesters” who are in a home that too large now

• GENERATION X– Between the ages of 35 and 47– Most have purchased their first home but are ready to “trade up”– Still some make up “first time home buyers”– Understands technology and utilizing search engines with key words– They value suburban amenities like good schools, parks and neighborhood data

• MILLENNIALS– Under the age of 35– Many are interested in buying their first home– They were born into technology and fully understand the internet– Great understanding of search engines, websites and social media– Know how to gather info on their own to enhance their buying experience

Be able to identify each demographic

• HOT Leads– Characteristics

• Has provided a valid phone number• They’re ready to buy• Don’t know a buyer’s agent in their area• Will work with the first agent to show knowledge/understanding their needs

– What works:• Get to them first! Respond now!• Show your knowledge of the area/real estate• Communicate clearly the information they are looking for

What are the 3 Types of Internet Leads?• MODERATE Leads

– Characteristics• Looking for information• Went to the internet to do their own research but need help• Need relevant content in order to make the best decision• Usually wants to remain behind the wall of the internet

– What works:• You have to work these leads• Use the tools available in your Pro System• Share your personality• Provide education using your knowledge• Get them back on your site!

• LOW Leads– Characteristics

• Just looking at properties – probably 10-12 months out• Doesn’t like to have 1:1 conversations, difficult to engage• Might already have an agent• Just browsing

– What works:• #1 goal….drive them back to your website within 6 days• Use the tools available in your Pro System• Only reach out with relevant content and a value proposition• NEVER just touch base, or random follow up• Trust your system and tools

Be Found

10

Online consumer timeline

Relevant Content Value

Proposition

Reason #1: There’s not enough leads in your pipeline

Reason #2: Your leads are going somewhere else to buy a home

Let’s see how to fix both these problems…

The 2 Reasons Agents Fall Short of their goals

• 5 – 6 Transactions– Must have 50 - 80 new leads each

month• Multiple lead sources

– Must execute the correct approach

• 7 – 8 Transactions– Must have greater than 80 new leads

each month• Multiple lead sources

– Must execute the correct approach

How many transactions do YOU want to average per month on a consistent basis?

• 0 – 1 Transactions– Must have 10 new leads each month– Must execute the correct approach

• 1 – 2 Transactions– Must have 20 new leads each month– Must execute the correct approach

• 2 – 3 Transactions– Must have 30 new leads each month– Must execute the correct approach

• 3 – 4 Transactions– Must have 40 new leads each month– Must execute the correct approach

Targeted, Centralized Lead Generation Strategies

• eEdge Solution– Paid lead generation

– Craigslist

– Social media sites

– Print

• Understanding the variety of online consumers today• How consumers utilize agents and technology• The power of utilizing the Top 5 search engines every month• Consumers that opt in rather then being imported

Leads Direct

Prospect Experience

homes for sale in anchorage ak

Attract Motivated Buyers

• Consumer focused website• IDX Feed from Your MLS• An Attention Grabbing Headline• Short and concise message• Always link back to your website in front of relevant content!• Instant gratification• Value proposition lead capture• Attack FBSO section• Post your listings during peak hours• Wait 48 hours before reposting or removing• Service oriented, not the sales approach

Keys to capturing leads on Craigslist

AD HEADLINE

AD HEADLINE

AD BODY

Craigslist: What is an Ad Headline and Body?

• Short and concise message• No disqualifying content• Include a call to action• Always link back to your website in front of relevant content!• Instant gratification• Service oriented, not the sales approach

‘Call to Action’ Ad on Craigslist

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• Attack this section!• Provide value proposition• Targeted messaging• Relevant content

Farm ‘FSBO’ Section of Craigslist

• Day 5– Renew all Day 1 ads– Renew all Day 3 ads– Post 5 new ads onto Craigslist

• 5 buyer-focused ads

• Day 6– Renew all Day 2 ads– Renew all Day 4 ads– Post 5 new ads onto Craigslist

• 3 seller-focused ads• 2 neighborhood data-focused ads

• Day 7– Renew all Day 1 ads– Renew all Day 3 ads– Renew all Day 5 ads

Your weekly Craigslist plan

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• Day 1– Post 20 ads onto Craigslist

• 12 buyer-focused ads• 5 seller-focused ads• 3 neighborhood data-focused ads

• Day 2– Post 20 ads onto Craigslist

• 15 buyer-focused ads• 5 seller-focused ads

• Day 3– Renew all Day 1 ads– Post 10 new ads onto Craigslist

• 7 buyer-focused ads• 3 seller-focused ads

• Day 4– Renew all Day 2 ads– Post 10 new ads onto Craigslist

• 7 buyer-focused ads• 3 seller-focused ads

• Networking opportunities• Don’t just post listing or homes• Provide relevant neighborhood content• Utilize a value proposition call to action

Social Media

Neighborhood Expert

Now what do I do? I have a lead!

What is the right approach?

Consumer

Site System

1 - Get them back to your website

2 – Determine timeline and demographic within 4 touches (utilize the insight to know what they are shopping for!

3 – Eliminate other search engines

Your #1 Goal with EVERY NEW LEAD

• Recommended listings– Most relevant content to online consumer– 9 out of 10 consumers start their search online to view homes– Drives the consumer BACK to your site– Eliminates other search engines

• Market Insider/neighborhood data– Up to date neighborhood data– Value proposition to your business– Demonstrate expertise

• Daily listing alerts– Consistent technology that drives your consumers back to your store– Opens windows of relevant content– Provides a reason for your prospects to contact you directly

• Integrated Marketing Center– Integrated print and email campaigns to drive consumers back to your site– Relevant content based on different consumer demographics

4 strategies to guarantee lead engagement

Your Game Plan:

• Day One: Recommended Listings

• Day Three: Market Insider

• Day Five: Listing Alerts

• Day Seven: Add to your “Ten Days of Pain” Campaign– Also add to Market Insider Newsletter

7 Days to Better Lead Engagement

Top tip: Set reminders to check the status of your lead

for 2 days after each step!

Building your business

Suspects or website visitors

Leads

Prospects or contacts

Active Consumers

Motivated Consumers

Transactions/Income

Exclusive program developed by Market Leader that teaches agents to generate and engage enough leads to consistently meet or exceed their transaction goal

Small business management training from industry experts including top agents and CEO’s Tips to generate MORE LEADS from referrals, SEO, social media, Craigslist and targeted print

marketing A step by step plan of attack in your first 7 days for every new lead Access to Million Dollar Monday workshops, 17-course workbook and exclusive online portal for

class materials

http://www.marketleader.com/mdpp/welcome/

Million Dollar Pipeline Program!

MDPP three pillars of success

Lead Generation

Lead Engagement

New CEO Series

• Creating Craigslist Ads that work – Craigslist Part 1• Step by Step for Posting Buyer and Seller Ads – Craigslist Part 2• Finding Sellers & Winning Listings• Extend Your Reach with Targeted Mailing Lists – Find the right prospects• Leveraging Social Media – Referral Part 1• Traditional Referral Techniques That Fit with Today’s Consumer - Referral Part 2

Lead Generation Strategies

• 4 Essential Steps for Winning Clients• What Makes a Successful Email – Winning with Email Templates

– Topics and subjects for emails– Strategy based on the consumer timeline

• Influencing Consumers Timeline – Getting Your Clients Off the Fence• Ask The Coach

Lead Engagement Strategies

• Business Planning• Goal Setting and Productivity• Today’s Real Estate Economy – Guest Speaker• What Are Your Numbers – Understanding Website Analytics• What to Expect From Real Estate in 2014 – Guest Speaker• MDPP Agent Roundtable – Featuring agents and their success

New CEO Series Strategies

Million Dollar Pipeline Program!

17 NEW classes and an actual MDPP workbook to follow along with! September 9th through December 16th

• Building the Foundation for your Million Dollar Pipeline• Business Plan - CEO• Goal setting & Productivity - CEO• Jedd Kolko – economist for Trulia - CEO• Finding Sellers & Winning Listings • 4 Essential Steps for Winning Clients• Craigslist Part 1: Creating Craigslist Ads that work• Craigslist Part 2: Step by Step for Posting Buyer and Seller Ads• What makes a successful email? Success Metrics for Email Marketing, Winning with Email Templates

– Topics and subjects for emails– Strategy based on consumer timeline

• Ask the Coach• Extend your reach with (find the right prospects) Targeted Mailing Lists **include chart• Referral Part 1: Leveraging Social Media (Guest speaker)• Referral Part 2: Traditional referral techniques that fit with today’s consumer• Influencing Consumers Timeline – getting your clients off the fence• What are your numbers? (understanding the analytics for your business)• Industry speaker – What to expect in 2014 • Roundtable panel: The Don’t Miss Finale

• Email: JackM@MarketLeader.com• Twitter: @Markham18

• Facebook: http://www.facebook.com/markham18• LinkedIn: http://www.linkedin.com/in/jackmarkham

• Download this presentation: www.marketleader.com/kw/kwmc

Jack MarkhamDirector of Online Strategy, Market Leader