Turn Dead Ends into Dollar Signs

www.marketleader.com
Turn Dead-Ends into Dollar Signs
Host: Jennifer Tervo
Market Leader Trainer

• The big picture of lead engagement
• Strategies for leads that have fallen off the radar
• Reading your leads to determine their timeline
• Engagement strategies for various scenarios
• Live Q&A with our special guests!
The Plan for Today…

Today’s FEATURED GUESTS

Laying the
Foundation…

• Stop their search
– Get them back to your website
– Eliminate other search engines
– Determine timeline & demographic
Your Goal When Engaging Leads

Online Consumer Timeline

Make it Easy to Engage
Lead Status Description
New A lead should only be a new lead once it comes in
Retry Used during the first 7 days while you try to get them back
Active Once they come back to your site they become active
Inactive For leads that don’t return to your site during the 7 days
Hot Consumers that are motivated, engaged and probably in Phase 3
Sold All converted leads
Trash Any lead that can’t be contacted due to inaccurate information

ENGAGING YOUR LEADS

7-Day Plan of Attack
• Day One: Recommended Listings
• Day Three: Market Insider
• Day Five: Listing Alerts
• Day Seven: Add to “10 Days of Pain” Campaign

• 10 Days of Pain campaign:
– Last chance to get a response
– Any response is good
– Look for consumer triggers
No Response After Day 7 – What Now?

• Viewed home
• Saved home
• Set-up or refined listing alert
• Request more info on listing
• Zip code/neighborhood change
• Short sale/foreclosure home
• Condo’s/Townhomes –HOA
• Viewed Market Insider report
• Pre-approval request
• Phone number
Key Behavior Triggers

If Your Lead Provides a Phone Number
• If you have a phone number, call them first
• Speak to them or leave a voicemail introducing yourself
• Then proceed with your 7-Day Plan

WWK&JD
What Would Kerm & Jack Do?

They come back to my
site, but don’t respond or
communicate with me
My inactive lead
came back to my
site after 4
months
My lead is
consistently active on
my website, but not
opening my alerts
“What do I do When…?”
They visit my
website during the
10 Days of Pain

“My lead indicated they are already
working with another agent.”

Subject: Am I the agent you are looking for?
I respect the fact that you have a real estate agent. But ask yourself,
are they really providing you with all the tools and information you
need to satisfy your real estate needs? Are they sending you
properties consistently, or do you have to find them on your own? Is
this why you are looking on my site? I would like you to know that I
have all the tools to search for the right home for you.
If you are not under contract with an agent at this point and you feel
you are not getting the best service, then we should definitely talk.
Keep me in mind; I represent my clients with the utmost integrity and I
wish you luck in your search!

“My new lead
requested
mortgage pre-
approval.”

“My lead unsubscribed
from emails, but keeps
visiting my website.”

“I’ve taken my
client to a few
showings and
they suddenly
disappeared.”

“What if I am
unsure
whether they
are a buyer or
a seller?”

Subject: What are your real estate goals?
I am so excited to help you with your real estate needs. I have some
great tools on my website (insert website here) for both buyers and
sellers, including marketing information and access to the Multiple
Listing Service.
I would love to get you started on a listing alert so you can view homes
on the market; I just need to know if you are looking to buy, sell, or
both. I can give you a call tomorrow to discuss your needs, or you can
simply respond to this email. I look forward to hearing from you!

“My new lead came in at
3:15am – When should I
respond?”

“My lead entered
many zip codes
and no maximum
price.”

“What if there are no
recommended listings
to send?”

“If I already
responded, ho
w do I stop the
ICW email from
going out?”

“How do I
engage a
manually
entered lead
VS. one who
registered on
my site?”

I have signed you up on my website, and now you have access to
homes for sale, market information, and specific community
information. Now you’ve got all of the tools you need to find the right
home for you!
Using your new login and password on my website you can:
– Save your favorite home listings with my help
– View listing details and multiple photos
– Forward homes to your friends to share your favorites
– Sign up for listing alerts to be the first to see listings
If you need anything, you can contact me directly at 425-867-5309
Customizable Welcome Email

“What
should I
do with
my older
leads?
Start the
7-Day
Plan?”

Turn Dead-Ends into Dollar Signs
 Reach out to 5 contacts that have been on your site in the last 48 hours
 Engage 10 contacts who have not been on your site in the last 60 days
 Identify and thank 5 past clients or referral sources
 Fill out the survey to receive the class notes
 Register for next week’s Power Hour!
Next Steps…

Turn Dead Ends into Dollar Signs

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