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Seller Lead Conversion Plan

Host: Shannon Shimabukuro

Senior Trainer

Trulia

Part 1 – The Strategy

Agenda

• Today’s Internet Seller

• How to win

• The Seller Lead Conversion plan

• Questions

The Seller Journey…

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What’s the Most Important Factor in Selecting an Agent?

35% Reputation

18% Honesty & Trustworthiness

15% Friend or Family

66% of sellers only interview 1 agent before selecting who they work with

What Do Sellers Want from Agents?

What Do They Want from You?

Help the seller market to potential buyers

Help selling the home within a specific timeframe

Help pricing the home competitively

Help finding a buyer for the home

How can I win?

Be Responsive • If you respond to a lead within 5 minutes,

you’re 100x more likely to contact a lead than if

you respond in an hour.

• Responding to a lead within minutes doubles

your chance of conversion.

• Sellers will use responsiveness as a proxy for

quality.

• Most sellers research & select an agent in only

one day and interview only one agent.

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• I am a human

• I understand your

needs/concerns

• I am trustworthy

Make a Connection

• Give them tools to self-serve

• Keeps you in the loop

• Provides value

Get them on your website

Get that phone to ring!

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Seller lead conversion Plan

Seller Lead Conversion Plan

Agent Responds and

Stops Their Search

Agent Starts lead

conversion Process

Lead converted to appointment,

referral, or drip

Website Captures Lead

The Plan to Get a Response

In a nutshell…

Phase 1: 7 Day Plan of Attack for Sellers High-touch, hands-on follow-up immediately after you get a new lead

Phase 2: 12 Week Campaign Customize the email and phone scripts. They are set and forget thereafter!

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What tools do I have?

The Game Plan:

Activity checklist

Phone call scripts

Email scripts

Search for “Seller Lead Conversion Plan” on learn.marketleader.com”

Pre-built Seller Lead Conversion Campaign

Quick Text Email Templates

Seller’s Market Report

Market Insider*

Listing Alerts

Market Insider is not available in all areas*

In Market Leader Pro and Suite

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Phase 1 7 Day Plan of Attack

7 Day Plan of Attack for Sellers

Day 1: Respond fast with a property report

Add to the Seller Lead Conversion

Campaign

Day 3 Call, Mail a note, and Send neighborhood

listings

Day 5: Send link to Market Insider report

Day 7: Add to a listing alert

Subscribe to ongoing market report

newsletter

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Day 1:

Start Your Conversion Plan Off on a High Note

1. Make an Introduction Call Always leave a voicemail + set

expectations you are working on their

report and will drop it off on their

doorstep.

“Hello (name) , this is <your name> with XYZ realty—I

just got your home value request from ABC website—

and wanted to let you know I’m putting together a

customized property report for you.

Is there anything you’d like to tell me about your

property as I create this? If not, I’ll email it to you

shortly. I’ll also drop a copy off at your house

sometime later today (edit this for your timeline)—so

you’ll have a printed copy of your report.

Day 1: Send a follow-up email • Save time by creating a Quick Text email (in AdminEmailQuick Text)

Hi, thank you for your home value request on ABC website. I’m

on the road right now and will email your customized home value

report as soon as I am back at my desk. Is there anything you’d

like to tell me about your property as I create this?

I’ll also drop a copy off at your house sometime later today (edit

this for your timeline). Thanks again for your interest in the value

of your CITY home.

You can also use my website to see homes that are currently on

the market. <Insert agent website>

Thanks again!

• Check Title and MLS

• Send a Home Estimate

• Email a copy

• Print 2 copies

• 1 to hand-deliver

• 1 to mail (on day 3)

Day 1: Research and Deliver a Broad Home Estimate

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Hand Deliver? Really?? Yes. Really.

Day 1: Add to the Seller Lead

Conversion Campaign

Day 3:

Keep working your leads

1. Call and Leave a Message

2. Mail a hand-written note Thank them for contacting you

Ask them what they thought of the

home value estimate or the market

report

3. Email active listings

for the sellers’ neighborhood

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Day 5:

Send a Market Report

Send them a link to Market Insider based on their zip code

DAY 7:

Listing Alerts and Market Updates

1. Call and Leave a

Message

2. Add lead to a listing

alert email (weekly)

3. Add lead to Market

Insider newsletter for

their zip code

Recap

• We respond to requests quickly

• We go “above and beyond” to answer questions

• We’ve added “human touches” with our hand delivery and follow-up

handwritten note

• We have set in place tools to get them back on our website

By now we have shown…

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Phase 2 12 Week Email Campaign

12 weeks at a glance…

1. How much is your home worth today?

2. This may be a long shot but are you relocating?

3. Keeping an eye on homes like yours

4. Phone number?

5. I’m really real

6. Is this the time to sell?

Activity: Phone call

7. How much can you get for your house

8. Thinking outside of the box for you

9. Top 6 ways to improve your home’s first impression (2 days later “oops--here’s the attachment”)

10. Interested in free staging

11. Negotiating on your behalf

12. How to get help selling your home

Activity: Add seller to another campaign

Recommended Seller Campaigns

• Long term seller (12 months)

• Short term seller (4 months)

• Distressed Properties (Seller) (9 weeks)

• Website Visitors: Sellers

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Tips

• In General:

• The goal is to get them to respond! When they do, STOP the campaign.

• Customize your follow-up whenever possible

• Stick with it!

• Email Tips:

• Respond quickly with information of value

• Focus on them

• Always ask for appointments

• Phone Tips:

• Always leave voicemails

• Stand and smile when you speak into the phone

• Match your voice to your audience

Homework

Review the Seller Lead Conversion Plan

Customize the scripts with your own

voice, links, and style

Register for the next Power Hour:

• “Part 2: Workshop – Seller Lead

Conversion”

Next Power Hour: September 10th! **No Class Next Week (Labor Day)**

WORKSHOP- Part 2: Seller Lead Conversion Plan

• Step-by-step LIVE account instruction

• Time-saving best practices tips and tools

• Common FAQ’s

Wednesday, September 10th

10:00am PT/1:00 pm ET

To Register:

www.Learn.MarketLeader.com

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Want More? • Fill out post-class survey to receive

class notes!

• Visit Learn.MarketLeader.com:

• Power Hour Recordings & Handouts

• Short Tutorials

• Customer Support: 1-877-450-0088

Thank you for attending:

Seller Lead Conversion Plan

Part 1

Thank you for attending:

Seller Lead Conversion Plan Part 1 – The Strategy