REVISED EDITION An Agent’s Guide to Internet Lead Capture and Conversion Catch People in Your Web...
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REVISED EDITION An Agent’s Guide to Internet Lead Capture and Conversion Catch People in Your Web Breakthrough to Mastery
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Transcript of REVISED EDITION An Agent’s Guide to Internet Lead Capture and Conversion Catch People in Your Web...
REVISED EDITION
An Agent’s Guide toInternet Lead Capture and Conversion
Catch People in Your Web
Breakthrough to Mastery
2An Agent’s Guide to Internet Lead Capture and Conversion
Main Ideas
1. Perspective on Internet Lead Capture and Conversion
2. Internet in Real Estate
3. The Internet Lead Generation Model
4. Track, Review, Improve
3An Agent’s Guide to Internet Lead Capture and Conversion
Perspective on Internet Lead Capture and Conversion
Pages 7-8
A website is a great tool when it’s» Easy to find and use» Full of valuable information» Able to “catch” leads
The Internet is not a replacement for human interaction.
4An Agent’s Guide to Internet Lead Capture and Conversion
Perspective on Internet Lead Capture and Conversion (continued)
Pages 8-9
Your website should work for you Many websites are sources of free
information with no obligation Some websites require registration before
access to anything Success with a website is measured in
appointments
5An Agent’s Guide to Internet Lead Capture and Conversion
Perspective on Internet Lead Capture and Conversion (continued)
Page 10
When is a Lead a Lead? » Hits» Inquiries» Leads
A lead is someone who is able, ready, and willing to do business now.
GARY KELLER
6An Agent’s Guide to Internet Lead Capture and Conversion
Perspective on Internet Lead Capture and Conversion (continued)
Page 11
Challenge—Get the Motivated Leads First!» Be the local economist/market expert» Understand the needs of buyers and sellers» Use your website to capture inquiries» Make a great first impression» Follow up on every inquiry
Too Many Leads?
7An Agent’s Guide to Internet Lead Capture and Conversion
Perspective on Internet Lead Capture and Conversion (continued)
Page 12
Mindset—Consider the Opportunity» Display your knowledge and expertise» Provide relevant and timely information» Attract new customers» Respond in effective and automated ways» Catch people in your web
8An Agent’s Guide to Internet Lead Capture and Conversion
Perspective on Internet Lead Capture and Conversion (continued)
Page 13
Address Your Fears and Get Help » KWRI Information Technology» Market Center technology specialist» Technology Masterminds» Mega Technology Camp» Internet Lead Cultivation Summit
9An Agent’s Guide to Internet Lead Capture and Conversion
Internet in Real Estate
Who Uses the Internet?
Answer: Buyers and Sellers» 85% of all home buyers search online» 29% found the home they bought online» 23% found their agent online
Page 15
10An Agent’s Guide to Internet Lead Capture and Conversion
Internet in Real Estate (continued)
Page 16
Points of Conversion Seller Rates Buyer Rates
Visitors by Type 15% 85%
Visitors by Registrations
20% 3.25%
Registrations to Appointments
5% 5%
Internet Conversion Rates—Baseline
11An Agent’s Guide to Internet Lead Capture and Conversion
Internet in Real Estate (continued)
Page 16
Internet Conversion Rates—Baseline
12An Agent’s Guide to Internet Lead Capture and Conversion
Internet in Real Estate (continued)
Truths» A great website may bring you a lot of visitors, but it
takes more than a great website to get a customer.» If you have a system in place to capture buyers and
sellers and have a system to convert them, the Internet can yield great leads.
» Buyers and sellers are looking for help and trusted advice from an agent.
» Internet lead capture and conversion is a numbers game based on volume.
Pages 17-18
13An Agent’s Guide to Internet Lead Capture and Conversion
Internet in Real Estate (continued)
Sellers on the Internet» Browse to analyze and research the market» Look at comparables» Have no loyalty to agents or companies they
come across online» Want to understand the home selling process» Want agents to know their stuff and provide real
value
Page 18
14An Agent’s Guide to Internet Lead Capture and Conversion
Internet in Real Estate (continued)
Buyers on the Internet» Start early in their time line» Browse to analyze and research the market» Are very prepared when they are ready» Move quickly from website to website» Search online instead of driving to open houses» Want to understand the home buying process» Want agents to know their stuff and provide real
value
Page 19
15An Agent’s Guide to Internet Lead Capture and Conversion
Internet in Real Estate (continued)
Using Technology» eAgentC» ProManage/TOP PRODUCER» WolfNet» Video email» Click to talk» Instant messaging
Page 20
16An Agent’s Guide to Internet Lead Capture and Conversion
Internet in Real Estate (continued)
Two Reasons for a Website1. Internet presence for your business
» Show homes for sale» Help buyers and sellers understand the process» Communicate with buyers and sellers
2. Electronic office» MLS/KWLS» CMS» Tracking and reporting
Pages 20-21
17An Agent’s Guide to Internet Lead Capture and Conversion
The Internet Lead Generation Model
Page 22
18An Agent’s Guide to Internet Lead Capture and Conversion
The Internet Lead Generation Model (continued)
1. Create and Maintain an Internet Presence Professional and up-to-date Meet consumers’ basic needs Easy to navigate and find information Enticing offers that capture leads Variety of contact methods Avoid real estate jargon Memorable website name
Pages 22-23
19An Agent’s Guide to Internet Lead Capture and Conversion
The Internet Lead Generation Model (continued) Buyers want
» Property search» Buyer instant notifications (BINs)» Search savers» Community and neighborhood info» Home-buying process
Page 23
20An Agent’s Guide to Internet Lead Capture and Conversion
The Internet Lead Generation Model (continued) Sellers want
» Home values» Market statistics» Home-selling process
Page 23
21An Agent’s Guide to Internet Lead Capture and Conversion
The Internet Lead Generation Model (continued)
2. Lead Generate for Website Traffic Online
Search engine optimization Pay-per-click Listing aggregation
Offline Web address on yard signs, business cards, fliers,
direct mail, all marketing
Page 24
22An Agent’s Guide to Internet Lead Capture and Conversion
The Internet Lead Generation Model (continued)
3. Capture, Connect, Cultivate, and Close (The Four Cs)
» Capture interested people» Connect with them on a personal level» Cultivate the relationship over time» Close for an appointment
Page 25
23An Agent’s Guide to Internet Lead Capture and Conversion
Four Cs – Capture
Pages 26-27
MOFIR—Make Offer for Immediate Response» Search the MLS for free» Best-buy list» Instant notification of homes for sale» Find out what your home is worth» See more about a property—virtual tours, price, etc.» Automated guidance» Foreclosures, distress sales, etc.» Free reports on the market
24An Agent’s Guide to Internet Lead Capture and Conversion
Four Cs – Capture (continued)
Page 28
Capture with Filters—Registrations» “Skinny bait”—no registration required» “Fat bait ”—registration required
25An Agent’s Guide to Internet Lead Capture and Conversion
Four Cs – Capture (continued)
Page 29
Registration Forms» Minimum
• Name• Email
» Optional• Phone• Location• Buyer/Seller• And more …
26An Agent’s Guide to Internet Lead Capture and Conversion
Four Cs – Capture (continued)
Page 30
Notification of Capture» Voice message to phone» Text message to phone» Email» Automatic update to CMS (TOP PRODUCER)
27An Agent’s Guide to Internet Lead Capture and Conversion
Four Cs – Capture (continued)
Your Capture System
Page 31
Describe your current capture system.
What offers do you make?
Do you require registration?
How many inquiries each day/week/month?
28An Agent’s Guide to Internet Lead Capture and Conversion
Four Cs – Connect
Pages 32-33
Purpose of Connecting» Identify the motivation and readiness» Set an appointment» Provide custom answer» Build relationship» Move buyers to preapproval
29An Agent’s Guide to Internet Lead Capture and Conversion
Four Cs – Connect (continued)
Pages 32-33
Speed Counts» Respond as quickly as possible» Provide real value
Contact Rules» Call back within 3 to 7 minutes» If busy, call again within 5 to 10 minutes» Try 3 times» Be friendly and relaxed» Always answer questions with questions» Close for an appointment
30An Agent’s Guide to Internet Lead Capture and Conversion
Four Cs – Connect (continued)
Pages 33-36
Outcome: You Reach the Person» Introduce yourself» Thank them for visiting your website» Ask:
“Are you finding homes on the Internet?”“How long have you been looking?”“What’s prompting your move?”“What are you looking for in a dream home?”
» Use assessment form to assess motivation» Close for an appointment
31An Agent’s Guide to Internet Lead Capture and Conversion
Four Cs – Connect (continued)
Pages 36-37
Outcome: You Don’t Reach Them» Leave a message
• Provide helpful information they can use• Build the relationship
» Have a series of scripted voice mail messages• Pointers on how to navigate website• Market research• Instant notification of properties
» Email if you have email address
32An Agent’s Guide to Internet Lead Capture and Conversion
Four Cs – Connect (continued)
Your Connect System
Page 37
How quickly are you connecting with inquiries?
33An Agent’s Guide to Internet Lead Capture and Conversion
Four Cs – Cultivate
Pages 38-39
Purpose of Cultivating» Provide continuous value» Cement relationship with action plans» Maintain top-of-mind status» Increase opportunity to convert to appointment
34An Agent’s Guide to Internet Lead Capture and Conversion
Four Cs – Cultivate (continued)
Your Cultivation System
Page 39
Describe your current system for cultivating leads.
35An Agent’s Guide to Internet Lead Capture and Conversion
Four Cs – Close
Page 40
Ask for an Appointment at Every Opportunity
Explain Purpose of Appointment
Once you believe it’s okay to ask for what you want, you will have a chance of getting it.
Gary Keller
36An Agent’s Guide to Internet Lead Capture and Conversion
Four Cs – Close (continued)
Page 41
Come From Contribution Adjust to Person’s Behavior
37An Agent’s Guide to Internet Lead Capture and Conversion
Four Cs – Close (continued)
Know Your Numbers
Page 42
Number of inquiries?
Number of contacts made?
Number of conversions?
38An Agent’s Guide to Internet Lead Capture and Conversion
Track Your Progress
Page 44
How Do You Measure Success?
Numbers that are tracked and reviewed typically get better.
Dave Jenks
39An Agent’s Guide to Internet Lead Capture and Conversion
Resources
KWU’s Internet Lead Generation, Chapter 5 KW Intranet KWRI Information Technology Group Technology Masterminds Mega Technology Camp Internet Lead Cultivation Summit
Page 45
40An Agent’s Guide to Internet Lead Capture and Conversion
The Bottom Line Build a website that provides consumers what they want Encourage frequent visits and registration by making offers that
generate immediate response Capture interested people and begin to connect with them Focus your time and attention on the highly motivated buyers
and sellers There is no such thing as a bad inquiry, just inquiries that aren’t
followed up Don’t capture a bunch of inquiries if you can’t address them in
some way Using automated systems to capture inquiries allows agents to
focus more time on cultivating and converting their Internet leads A lead is someone who is able, ready, and willing to act now!
Page 46
41An Agent’s Guide to Internet Lead Capture and Conversion
Productivity Boosters
Page 47
Apply automatic follow-up action plans Personalize emails with links to website
42An Agent’s Guide to Internet Lead Capture and Conversion
My Action Plan
Pages 53-54
Don’t put away this guide without developing a plan to put what you have learned into action!
Refer to the Action Plan on pages 53-54 of the guide to assess your strengths and areas for improvement.
Write down steps you will take to improve your skills—complete it, share it, and commit to it!
43An Agent’s Guide to Internet Lead Capture and Conversion
Take the other courses in the Breakthrough to Mastery Guide series!
Gaining Mind over Market Upshifting Your Lead Generation Seller Pricing Strategies Seller Staging Strategies Lead Capture and Conversion Creating Urgency to Buy Bulletproofing Transactions Expense Management Effective People Leverage Short Sales, Foreclosures, and REOs Financing Solutions
44An Agent’s Guide to Internet Lead Capture and Conversion
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