Back to Basics: Internet Lead Generation
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The document discusses strategies for real estate agents to generate leads online. It outlines challenges agents face in building their business and generating leads. It then provides three secrets to growing business: be found online by consumers, attract motivated buyers, and target and centralize lead generation. Specific strategies are presented for using search engines, Craigslist, social media, and the Million Dollar Pipeline Program to generate quality leads.
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Back to Basics: Internet Lead Generation
- 1. Back to Basics: Internet LEAD Generation Jack Markham Director of Online Strategies Market Leader, Inc. Neither Keller Williams Realty, Inc. nor its affiliated companies warrant any product or services delivered under this program. All products and services are provided by Market Leader, Inc. 1
- 2. Challenges for today’s agents Building, growing and managing a successful real estate business Generate leads Generating leads Engaging leads Continue relationship Engage leads Winning business Having fun Convert leads
- 3. Three Secrets to Growing Your Business
- 4. Understand today’s online consumer 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, Redfin, Realtor.com • Company branded websites • Craigslist
- 6. What does success look like? Suspects or website visitors Leads Prospects or contacts Active consumers Motivated consumers Transactions/income
- 7. Be Found
- 8. Do your goals align with the rest of your business? 8
- 9. Targeted and centralized lead generation strategies • eEdge Solution – Search engines – Craigslist – Social media sites – Print
- 10. Dominate search engines • • • • • • Understand the variety of consumers today using search engines Largest portal for consumers to start their search The power of utilizing the top 5 search engines every month Get consumers to opt-in rather then import them Use keywords to target the right consumers Get a guaranteed number of leads each and every month
- 11. Prospect experience homes for sale in anchorage ak
- 13. Review of the recent changes • Craigslist has removed all embedded images and links • All hyperlinks are turned into nonactive links • All images must be hosted on Craigslist
- 14. Strategies for Craigslist success • Posting title (headline) • Posting description (content) • Call to action • Agent contact information • Image • Special considerations for posting listings
- 15. Special consideration for listings • The ad headline is very specific to the listing • Headline will still target a demographic – Example: First-time homebuyers • Content is much different – More content…not all the MLS info, but enough to pique consumers’ interest • Call to action: Linking the consumer back to the exact listing or call/text you about the listing • Use an actual photo of the listing
- 16. General best practices • Consumer-focused website (must-haves) • • • • • Direct IDX feed Integrated CRM Neighborhood content or stats Value proposition lead capture (opt in) Post during peak hours • 6:30 – 8:30 PM…varies per market • Your call to action must match your posting title (headline) • Instant gratification for the consumer • Must have an image • Stand out with service and content not sales • Showcase your store (website)
- 17. Social media • • • • Networking opportunities Don’t just post listing or homes Provide relevant neighborhood content Utilize a value proposition call to action
- 18. Why use social media? • Today’s homebuyers and sellers are online! – 90% of consumers go online for their home search • Today’s journey to buying a home takes up to 27 months! • With all that time spent online, you need to diversify the places you can be found
- 19. Where should I focus my efforts?
- 20. What tools do I have? • Specific Market Leader tools to generate traffic: • • • • • MLS listings: Open houses Sell tab located on your Market Leader website Market Insider: Price Trends –Sold vs. Listed Market Insider: Market Inventory Trends Market Insider: Insider Tips • Creating Curb Appeal: 6 ways to Improve Your Home’s First Impression
- 21. Impactful social media categories for real estate agents www.milliondollarpipeline.com
- 23. Farm with postcards • Professionally designed postcards • Find your ideal client with targeted lists 23
- 24. Your #1 goal with EVERY NEW LEAD Consumer 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 Site System
- 25. Building your business Suspects or website visitors Leads Prospects or contacts Active consumers Motivated consumers Transactions/income
- 26. Putting it all together The Million Dollar Pipeline Program: Lead Generation • Identify the number of leads you need • Learn to market-proof your business by diversifying your lead sources Lead Engagement • Effectively communicate with more consumers • Turn more leads into clients CEO Training • What they didn’t teach you in real estate school! • Act as the CEO of your own small business
- 27. MDPP Overview • The Million Dollar Pipeline Program by Market Leader offers you all the resources and expert training you need to generate more leads and exceed your transaction goals. • The Program includes: – Live workshops (Million Dollar Mondays) every week – Exclusive access to the MDPP Facebook group page – interact with other MDPP agents – Your personal notebook each week – Access to the MDPP website
- 29. Private and exclusive Facebook group page! www.milliondollarpipeline.com
- 30. Jack Markham Director of Online Strategy, Market Leader Email: JackM@MarketLeader.com Twitter: @Markham18 Facebook: http://www.facebook.com/markham18 LinkedIn: http://www.linkedin.com/in/jackmarkham
Notas do Editor
- Building a brandBuilding a reputation as a go-to resource, local expertCompeting with other agents (trying to engage people, stand out)Winning business in today’s marketLearning how to work internet leads effectivelyGetting leads to respondTurning leads into clientsStaying organizedTime – need more of itStaying organizedRunning multiple systems Leads falling through the cracksChaos – becoming more strategic, systematicBuilding a pipelineEngaging leadsConsistencyCapitalizing on all their initiativesTurning other websites into lead generating sitesNot wasting money on multiple systems that may or may not workBuilding a strategic, streamlined businessWant more yet don’t know how to create moreHow to expand their business in a sustainable wayNeed systems for reaching out to leadsManaging their timeHow they handle it:Don’t cultivate leads effectively respond slowly, don’t respond, abandon shipTime - Calendars, post its, chaosBrandHire professionals to make branded material (Can C21 agents do this?)Don’t do any branding, inconsistent brandEngaging leads - Get pushy with leadsSend too many or not enough emailsSend irrelevant emailsPipeline – using a huge variety of lead sourcesTry old fashioned strategiesDon’t have a pipeline at allCoachingSpend a lot of money to get trained StructureWhere money, what to do, not doBest practicesC21 doing this to put structure in place to help agents build, grown and structure their business
- Swap the 2 sections
- Getting back to basics can work – the fundamentals are going to be key this year. Don’t forget to farm your area. There are professionally designed postcards already available for use in eEdge and if you have Pro or Suite, there are thousands. You can even target your ideal audience with a list purchased directly from your system using data such as: radius around an address or zip code, length of residence, income, age, gender and more. Great way to become known in a new neighborhood or target a specific type of buyer.