Turn Leads inTo CLienTs _ by forrests

VIEWS: 11 PAGES: 22

									Turn Leads inTo CLienTs

}

Your 3 sTage drip markeTing pLan

1-2-3

3-Stage drip marketing plan to turn leadS into ClientS

3

You’ve networked. Kept in touch with clients. Worked open houses. Even door knocked and cold called. Now you have leads. But do you have a plan to convert them into clients? Top Producer’s 3-Stage Drip Marketing Plan converts your leads into clients. Top Producer has helped real estate agents achieve outstanding sales results through changing markets for over 20 years. We know that top producing rEalTors® don’t just devote time to lead generation; they devote time to staying in touch with each and every lead so that they eventually become clients – for life. In this guide you’ll find Top Producer’s time tested 3-Stage Plan to Convert Leads into Clients, including: + + + + Easy to follow instructions on how to move your clients through each stage Handy worksheets for you to print out and use right away Samples of letters and correspondence that you can use as inspiration Tips on products and tools that can automate your plan and save you time

1.866.784.4781 | TopproduCer.Com/moreCLienTs

get organized
Whether you are relying on file folders, a rolodex or a sophisticated contact management system, your first step is to spend an hour or two updating your contact list. Your success rests on your ability to contact your clients regularly, with personalized information, and to do that you need to have your client’s latest information at your fingertips. Key Steps:

Centralize information

1

baCk it up

2

make it detailed

3

1.866.784.4781 | TopproduCer.Com/moreCLienTs

Get orGanized:
Free Tool: Copy and complete this Contact Information sheet for each of your contacts.

or

Get Organized with Top Producer 8i: Top Producer 8i offers the most complete Web-based contact management system in the business, enabling you to store detailed information, addresses, property data, photos and more for each of your prospects and clients.

appendiX a: ContaCt inFo tool ConTaCT inFormaTion reCord:
name details
Title: First Name: Nickname: Last Name:

Spouse/Partner First Name: Nickname: Last Name:

ContaCt type
 Absentee owner  Buyer  Buyer- First Time  For sale by owner  Friend  Listing prospect investor  Out of town listing prospect  Referral  Seller - currently listed  Active listing  Buyer - investor  Expired listing  Foreclosure  Listing prospect  Out of town buyer  Past client  Relative  Service provider

ContaCt information
Home: Pager: Primary contact method:  Home Phone Primary Property: | Mobile: Email:  Mobile Phone |  Pager |  Email

street address
Address: City: State: Zip Code:

notes

Courtesy of Top Producer • 1.866.784.4781 • TopProducer.com/MoreClients

New Leads Automatically Added

Detailed Client Info

(For printable document see Appendix A) 1.866.784.4781 | TopproduCer.Com/moreCLienTs

kiCk-Start Your aCtion plan
Establish (or re-establish) yourself as a trusted real estate expert in the eyes of prospects by implementing Top Producer’s easy to follow Two-Month High-Touch Action Plan. Every week for the next eight weeks, mail each and every new prospect the real estate information outlined in the plan below. Each letter should be personalized with the recipient’s name, and should include your own name, photo and contact information. Top Producer experience shows that it takes a minimum of eight regular, relevant messages to ingrain your message in the minds of your customers, so make sure that you carry out the full plan - each and every week for eight full weeks. once you’ve entrenched yourself as a real estate expert, you can move to a monthly follow-up plan in step 3. Key Steps:

send follow up letters

1

ConneCt weekly for 8 weeks

2

traCk your aCtivities

3

1.866.784.4781 | TopproduCer.Com/moreCLienTs

KicK-start your action plan
Free Tool: Use the checklist below to keep track of your activities. We’ve even included

or

Automate Action Plans with Top Producer 8i: Top Producer 8i includes an extensive library of 500+ letters and 500+ emails and 200+ flyers that you can easily customize, personalize and send to each contact in your 8i database. You can also apply automatic action Plans that auto-remind you to send series of customizable letters, emails, flyers and

sample letter templates for you to refer to for inspiration as you develop your own.

appendiX B: 2-montH HigH-touCH aCtion plan 2-monTH HigH-TouCH aCTion pLan
name details
Title: First Name: Action Plan HIGH-TOUCH Date: Action Plan Finish Date: Last Name:

postcards on your behalf. In fact all sample letters and documents in the Appendices are automatically included in Top Producer 8i.

1000+ Letter, Email and Flyer Templates
notes done

date
Week 1

aCtion
Initial follow-up letter


Week 2 Future home questionnaire letter


Week 3 Follow-up call


Week 4 I use the latest technology letter


Week 5 Testimonials letter


Week 6 Making decisions letter


Week 7 Mortgage financing letter


Week 8 Follow-up call


Congratulations! You’ve successfully completed the 2-Month High-Touch Action Plan for this client. You’re ready to implement the Once-A-Month Stay In Touch program.
Courtesy of Top Producer • 1.866.784.4781 • TopProducer.com/MoreClients

Customizable Content

(For printable document see Appendix B) 1.866.784.4781 | TopproduCer.Com/moreCLienTs

StaY in touCH JuSt onCe a montH
It can take months, even years of staying in touch with a prospect or past client before they are ready to buy or sell. once you’ve established yourself as a real estate expert with your action Plan, you can decrease the frequency of your communications to just once a month. Every month, you’ll mail every person on your contact list a real estate flyer showcasing your recent sales and listings. at the beginning of every New Year, spring and Fall, send a Competitive Market analysis for their home instead of a sales/listings flyer. These monthly communications help your maintain your position as a relevant real estate expert. In addition to these monthly real estate contacts, supplement your communications with more fun, personal and seasonal messages, such as birthday cards, chocolate Easter eggs, or a coupon for a Thanksgiving turkey. Key Steps:

send relevant real estate information

1

keep it personal

2

ConneCt often

3

1.866.784.4781 | TopproduCer.Com/moreCLienTs

Stay in touch
Free Tool: Use the step-by-step program below to keep track of your monthly ‘stay in touch’ activities. We’ve included a sample flyer for you to refer to as inspiration as you develop your own.
appendiX C: montHlY aCtiVitY program monTHLY aCTiViTY
name details
Title: First Name: Action Plan Kick-Start Date: Action Plan Finish Date: Last Name:

or

Staying in touch using Top Producer 8i: Top Producer 8i allows you to create and customize attractive CMa reports packed with full color maps, graphs and real estate information. 8i also includes an extensive library of 200+ flyers that you can customize and send. Plus, you can add Top Producer livePost to send 200+ lentzDesign postcards directly from your computer.

MLS Data
notes done

montH
January February March April May June July August September October November December

aCtion
New Year’s CMA Recent Sales/ Current Listings Flyer Recent Sales/ Current Listings Flyer Spring CMA Recent Sales/ Current Listings Flyer Recent Sales/ Current Listings Flyer Recent Sales/ Current Listings Flyer Recent Sales/ Current Listings Flyer Fall CMA Recent Sales/ Current Listings Flyer Recent Sales/ Current Listings Flyer Recent Sales/ Current Listings Flyer

           

personaL TouCHes event/ season
Birthday Spring Summer Fall Winter

aCtion
Birthday Card/Gift Spring Card/Gift Summer Card/Gift Thanksgiving Card/Gift Christmas/Winter Holidays Card/Gift

notes

done

    
Courtesy of Top Producer • 1.866.784.4781 • TopProducer.com/MoreClients

LentzDesign Postcards

Your Personal Branding

(For printable document see Appendix C) 1.866.784.4781 | TopproduCer.Com/moreCLienTs

appendiX a: ContaCt inFo tool ConTaCT inFormaTion reCord:
name details
Title: First Name: Nickname: Last Name:

Spouse/Partner First Name: Nickname: Last Name:

ContaCt type
 Absentee owner  Buyer  Buyer- First Time  For sale by owner  Friend  Listing prospect investor  Out of town listing prospect  Referral  Seller - currently listed  Active listing  Buyer - investor  Expired listing  Foreclosure  Listing prospect  Out of town buyer  Past client  Relative  Service provider

ContaCt information
Home: Pager: Primary contact method:  Home Phone Primary Property: | Mobile: Email:  Mobile Phone |  Pager |  Email

street address
Address: City: State: Zip Code:

notes

Courtesy of Top Producer • 1.866.784.4781 • TopProducer.com/MoreClients

appendiX B: 2-montH HigH-touCH aCtion plan 2-monTH HigH-TouCH aCTion pLan
name details
Title: First Name: Action Plan HIGH-TOUCH Date: Action Plan Finish Date: Last Name:

date
Week 1 Initial follow-up letter

aCtion

notes

done


Week 2 Future home questionnaire letter


Week 3 Follow-up call


Week 4 I use the latest technology letter


Week 5 Testimonials letter


Week 6 Making decisions letter


Week 7 Mortgage financing letter


Week 8 Follow-up call


Congratulations! You’ve successfully completed the 2-Month High-Touch Action Plan for this client. You’re ready to implement the Once-A-Month Stay In Touch program.
Courtesy of Top Producer • 1.866.784.4781 • TopProducer.com/MoreClients

appendiX B: 2-montH HigH-touCH aCtion plan

Week 1: iniTiaL FoLLoW-up LeTTer (BuYers’ Version)

Dear < Prospect Name>,

It was nice to meet you recently. It sounds like you’re looking to buy your next home soon. As mentioned, I’m a buyer agent – I specialize in working for home buyers, representing their best interests throughout a purchase. And just so you know, using me as a buyer agent won’t cost you anything. My services are paid for by the home seller. When I work for you I will: 1) Educate you about Buyer Agency, outlining my fiduciary responsibilities to you, which include: Complete Disclosure, Loyalty, Confidentiality, Obedience and Accountability. 2) Save you time searching the market for an affordable home that meets your criteria. 3) View homes with you and provide comparative analysis. I can also refer you to expert home inspectors who’ll provide more in-depth analysis and advice. 4) Help you explore your financing options so you make the best possible mortgage decision. 5) Negotiate the best possible price for you and take care of all the documentation details. 6) Assist you, if necessary, in finding any home-related services you need.

In short, I’ll provide you with comprehensive, high-quality buyer’s service. So if you’d like me to help you buy a home, please call or email me. I hope to hear from you soon.

Yours truly, <Your Name> <Your Brokerage> <Your Contact Information>

P.S. If you’d like me to send you a report that provides detailed real estate and community information for an area you’re interested in, just let me know.

Courtesy of Top Producer • 1.866.784.4781 • TopProducer.com/MoreClients

appendiX B: 2-montH HigH-touCH aCtion plan

Week 1: iniTiaL FoLLoW-up LeTTer (seLLers’ Version)

Dear < Prospect Name>,

When we recently spoke it was clear that you’re looking to sell your home sooner rather than later. As I mentioned at the time, throughout my career I’ve used the latest sales and marketing tools and techniques to provide my clients with the very best service due to the better communication, information and home marketing they enable. The bottom line: faster sales, top dollar for my clients and less inconvenience and stress for everyone involved. So when you decide to put your home on the market, please call or email me. I promise to provide you with the best of both worlds: state-of-the-art technology and state-of-the-heart committed, quality service. Hope to hear from you soon.

Yours truly, <Your Name> <Your Brokerage> <Your Contact Information>

P.S. If you’d like me to send you a report that provides detailed real estate and community information for an area you’re interested in, just let me know.

Courtesy of Top Producer • 1.866.784.4781 • TopProducer.com/MoreClients

appendiX B: 2-montH HigH-touCH aCtion plan

Week 2: FuTure Home QuesTionnaire LeTTer

Dear < Prospect Name>,

I hope you had a chance to read my note about the benefits of using a real estate agent. I’m just writing to say that I’d like to regularly provide you with up-to-date market information I find out about homes right when they go on the market – and occasionally even before they’re advertised on the Multiple Listings Service (MLS). That said, I was wondering if you’d fill in this brief questionnaire so I can send you information that is the most helpful to you. When you’re finished just send this back to me or call me and I’ll pick it up. Thanks again and have a great day.

Yours truly, <Your Name> <Your Brokerage> <Your Contact Information>

P.S. If you’d like me to send you a report that provides detailed real estate and community information for an area you’re interested in, just let me know.

Courtesy of Top Producer • 1.866.784.4781 • TopProducer.com/MoreClients

appendiX B: 2-montH HigH-touCH aCtion plan

Week 2: CLienT QuesTionnaire
Name: _________________________________________________________________________________________ Phone: ________________________________________________________________________________________ eMail: _________________________________________________________________________________________ A) Are you planning to buy and/or sell? (please check all that apply) I plan to buy a home and am: + Actively searching for a home now + Planning to buy a home within 6 months + Planning to buy a home more than 6 months from now I plan to sell a home and am: + Selling my property in the next 1-3 months + Planning to sell my property within 6 months

  

  

+ Planning to sell my property later than 6 months from now B) If you are buying a home:

+ What price range? ___________________________________________________________________________ + What area(s) do you want to live in? ___________________________________________________________ + Are you interested in a specific neighborhood? __________________________________________________ + What kind of home do you want to buy (Detached/Semi- detached/Condominium)? ____________________________________________________________________________________________ + What style of home do you want to buy (e.g., Contemporary, Colonial, Tudor)? ____________________________________________________________________________________________ + How many bedrooms? _______________________________________________________________________ + How many bathrooms? ______________________________________________________________________ + What specific features (e.g., waterfront, large lot, garage size, built-in vacuum, distance to school)? ____________________________________________________________________________________________ C) Do you have any additional comments? Do you have any questions? Is there anything else I can do to help? ____________________________________________________________________________________________ ____________________________________________________________________________________________ ____________________________________________________________________________________________ ____________________________________________________________________________________________

Courtesy of Top Producer • 1.866.784.4781 • TopProducer.com/MoreClients

appendiX B: 2-montH HigH-touCH aCtion plan

Week 4: i use THe LaTesT TeCHnoLogY LeTTer

Dear < Prospect Name>,

For some years now the real estate industry has undergone a technological revolution that has enabled those agents who embrace the technologies to work more productively and provide their clients with better service. I’ve always made a point of using the latest technologies to benefit my clients. However, I can say that no matter how much some things change, others never change. In real estate, the best agents have always been good listeners who are responsive to their clients’ needs. There’s no substitute for the integrity that lets you develop an excellent professional network so you can provide your clients with comprehensive service. As a real estate agent, I use the latest technologies to enhance the people skills I’ve been developing all my life. So when you decide to buy or sell, please call or email me.

Yours truly, <Your Name> <Your Brokerage> <Your Contact Information>

P.S. If you’d like me to send you a report that provides detailed real estate and community information for an area you’re interested in, just let me know.

Courtesy of Top Producer • 1.866.784.4781 • TopProducer.com/MoreClients

appendiX B: 2-montH HigH-touCH aCtion plan

Week 5: TesTimoniaLs LeTTer

Dear < Prospect Name>,

There are many things I could say to you about the high quality service I provide as a real estate agent, and why I think you’d be making a good choice if you let me help you when it’s time to buy or well your next home. (But then again, I’m probably biased.) So instead, I thought I’d pass along some testimonials from some of my recent clients (I promise I didn’t tell them what to say). I very much enjoy helping people buy homes, and I hope my enthusiasm – as well as my skill and experience – are indicated by these testimonials. So when you decide to buy your next home, please call or email me.

<Add Client Testimonials Here>

Yours truly, <Your Name> <Your Brokerage> <Your Contact Information>

P.S. If you’d like me to send you a report that provides detailed real estate and community information for an area you’re interested in, just let me know.

Courtesy of Top Producer • 1.866.784.4781 • TopProducer.com/MoreClients

appendiX B: 2-montH HigH-touCH aCtion plan

Week 6: making deCisions LeTTer

Dear < Prospect Name>,

Buying and selling a home is all about decision making, and you can only make good decisions when you have all the best information that’s available. It also helps to use the services of an experienced professional who can assist you in interpreting all the information, particularly given that there is so much of it – on the Web, in print, everywhere. One of my specialties as an agent is helping buyers make the most informed decisions they can: decisions based on location, the market, financing, a home’s condition, which “extras” to negotiate for and much more. In addition, I will do a lot of the legwork for you so you save time, money and energy. So if you’re thinking about buying or selling, please contact me anytime. I guarantee you’ll like the result.

Yours truly, <Your Name> <Your Brokerage> <Your Contact Information>

P.S. If you’d like me to send you a report that provides detailed real estate and community information for an area you’re interested in, just let me know.

Courtesy of Top Producer • 1.866.784.4781 • TopProducer.com/MoreClients

appendiX B: 2-montH HigH-touCH aCtion plan

Week 7: morTgage FinanCing LeTTer

Dear < Prospect Name>,

Of the many services I provide my home buyer clients, one of the most important is that I can help them to shop around for the best mortgage. I understand that when you decide to buy you might want to arrange financing through an institution you’ve used in the past. However, over the years I’ve developed some good contacts, so if you’d like to explore some additional options, please don’t hesitate to call or email me. Believe me, having good friends in the mortgage business can really pay off. You’d be surprised at how “creative” my contacts can be in appreciation of all the referrals I send them. And it also helps to know exactly what questions to ask. So when you decide to buy or sell, please call or email me because what you don’t know could cost you.

Yours truly, <Your Name> <Your Brokerage> <Your Contact Information>

P.S. If you’d like me to send you a report that provides detailed real estate and community information for an area you’re interested in, just let me know.

Courtesy of Top Producer • 1.866.784.4781 • TopProducer.com/MoreClients

appendiX C: montHlY aCtiVitY program monTHLY aCTiViTY
name details
Title: First Name: Action Plan Kick-Start Date: Action Plan Finish Date: Last Name:

montH
January February March April May June July August September October November December Fall CMA Spring CMA New Year’s CMA

aCtion

notes

done

         

Recent Sales/ Current Listings Flyer Recent Sales/ Current Listings Flyer

Recent Sales/ Current Listings Flyer Recent Sales/ Current Listings Flyer Recent Sales/ Current Listings Flyer Recent Sales/ Current Listings Flyer

Recent Sales/ Current Listings Flyer Recent Sales/ Current Listings Flyer Recent Sales/ Current Listings Flyer

 

personaL TouCHes event/ season
Birthday Spring Summer Fall Winter

aCtion
Birthday Card/Gift Spring Card/Gift Summer Card/Gift Thanksgiving Card/Gift

notes

done

   
Christmas/Winter Holidays Card/Gift


Courtesy of Top Producer • 1.866.784.4781 • TopProducer.com/MoreClients

appendiX C: Sample Current liStingS FlYer

{Enter property description here}

{Enter property description here}

69 Inez St, Orlando $459,500

239 Degnan Blvd, Azalea Park

{Enter property description here}

{Enter property description here}

805 Cincinnati Drive # 100, Azalea Park

1503 W 123rd St, Orlando

{Enter property description here}

{Enter property description here}

1233 View St., Orlando $397,000

18 Vermont Ave S, Azalea Park

Terry Agent Dove Realty Phone: Cellular: 800-444-8570 Email: TerryAgent@topproducer.com Web Site:

Courtesy of Top Producer • 1.866.784.4781 • TopProducer.com/MoreClients

appendiX C: Sample reCent SaleS FlYer

69 Inez St, Orlando

1503 W 123rd St, Orlando

1233 View St., Orlando

18 Vermont Ave S, Azalea Park

Terry Agent Dove Realty Phone: Cellular: 800-444 -8570 Email: TerryAgent@topproducer.com Web Site:

Courtesy of Top Producer • 1.866.784.4781 • TopProducer.com/MoreClients

Gain more customers and improve client loyalty with the industry’s leading Contact Management System. Call Top Producer today. 1.866.784.4781

www.topproducer.com/moreclients


								
To top