An Agent’s Guide to Internet Lead Capture and Conversion

REVISED EDITION Breakthrough to Mastery An Agent’s Guide to Internet Lead Capture and Conversion Catch People in Your Web An Agent’s Guide to Internet Lead Capture and Conversion 2 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 An Agent’s Guide to Internet Lead Capture and Conversion 3 Perspective on Internet Lead Capture and Conversion  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. Pages 7-8 An Agent’s Guide to Internet Lead Capture and Conversion 4 Perspective on Internet Lead Capture and Conversion (continued)     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 Pages 8-9 An Agent’s Guide to Internet Lead Capture and Conversion 5 Perspective on Internet Lead Capture and Conversion (continued)  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 Page 10 An Agent’s Guide to Internet Lead Capture and Conversion 6 Perspective on Internet Lead Capture and Conversion (continued)  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? Page 11 An Agent’s Guide to Internet Lead Capture and Conversion 7 Perspective on Internet Lead Capture and Conversion (continued)  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 Page 12 An Agent’s Guide to Internet Lead Capture and Conversion 8 Perspective on Internet Lead Capture and Conversion (continued)  Address Your Fears and Get Help » KWRI Information Technology » Market Center technology specialist » Technology Masterminds » Mega Technology Camp » Internet Lead Cultivation Summit Page 13 An Agent’s Guide to Internet Lead Capture and Conversion 9 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 An Agent’s Guide to Internet Lead Capture and Conversion 10 Internet in Real Estate (continued)  Internet Conversion Rates—Baseline Points of Conversion Seller Rates Buyer Rates Visitors by Type Visitors by Registrations Registrations to Appointments 15% 20% 5% 85% 3.25% 5% Page 16 An Agent’s Guide to Internet Lead Capture and Conversion 11 Internet in Real Estate (continued)  Internet Conversion Rates—Baseline Page 16 An Agent’s Guide to Internet Lead Capture and Conversion 12 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 An Agent’s Guide to Internet Lead Capture and Conversion 13 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 An Agent’s Guide to Internet Lead Capture and Conversion 14 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 An Agent’s Guide to Internet Lead Capture and Conversion 15 Internet in Real Estate (continued)  Using Technology » eAgentC » ProManage/TOP PRODUCER » WolfNet » Video email » Click to talk » Instant messaging Page 20 An Agent’s Guide to Internet Lead Capture and Conversion 16 Internet in Real Estate (continued)  Two Reasons for a Website 1. 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 An Agent’s Guide to Internet Lead Capture and Conversion 17 The Internet Lead Generation Model Page 22 An Agent’s Guide to Internet Lead Capture and Conversion 18 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     An Agent’s Guide to Internet Lead Capture and Conversion 19 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 An Agent’s Guide to Internet Lead Capture and Conversion 20 The Internet Lead Generation Model (continued)  Sellers want » » » Home values Market statistics Home-selling process Page 23 An Agent’s Guide to Internet Lead Capture and Conversion 21 The Internet Lead Generation Model (continued) 2.  Lead Generate for Website Traffic Online    Search engine optimization Pay-per-click Listing aggregation Web address on yard signs, business cards, fliers, direct mail, all marketing  Offline  Page 24 An Agent’s Guide to Internet Lead Capture and Conversion 22 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 An Agent’s Guide to Internet Lead Capture and Conversion 23 Four Cs – Capture  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 Pages 26-27 An Agent’s Guide to Internet Lead Capture and Conversion 24 Four Cs – Capture (continued)  Capture with Filters—Registrations » “Skinny bait”—no registration required » “Fat bait ”—registration required Page 28 An Agent’s Guide to Internet Lead Capture and Conversion 25 Four Cs – Capture (continued)  Registration Forms » Minimum • Name • Email » Optional • Phone • Location • Buyer/Seller • And more … Page 29 An Agent’s Guide to Internet Lead Capture and Conversion 26 Four Cs – Capture (continued)  Notification of Capture » Voice message to phone » Text message to phone » Email » Automatic update to CMS (TOP PRODUCER) Page 30 An Agent’s Guide to Internet Lead Capture and Conversion 27 Four Cs – Capture (continued) Your Capture System Describe your current capture system. What offers do you make? Do you require registration? How many inquiries each day/week/month? Page 31 An Agent’s Guide to Internet Lead Capture and Conversion 28 Four Cs – Connect  Purpose of Connecting » Identify the motivation and readiness » Set an appointment » Provide custom answer » Build relationship » Move buyers to preapproval Pages 32-33 An Agent’s Guide to Internet Lead Capture and Conversion 29 Four Cs – Connect (continued)  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 Pages 32-33 An Agent’s Guide to Internet Lead Capture and Conversion 30 Four Cs – Connect (continued)  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 Pages 33-36 An Agent’s Guide to Internet Lead Capture and Conversion 31 Four Cs – Connect (continued)  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 Pages 36-37 An Agent’s Guide to Internet Lead Capture and Conversion 32 Four Cs – Connect (continued) Your Connect System How quickly are you connecting with inquiries? Page 37 An Agent’s Guide to Internet Lead Capture and Conversion 33 Four Cs – Cultivate  Purpose of Cultivating » Provide continuous value » Cement relationship with action plans » Maintain top-of-mind status » Increase opportunity to convert to appointment Pages 38-39 An Agent’s Guide to Internet Lead Capture and Conversion 34 Four Cs – Cultivate (continued) Your Cultivation System Describe your current system for cultivating leads. Page 39 An Agent’s Guide to Internet Lead Capture and Conversion 35 Four Cs – Close   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 Page 40 An Agent’s Guide to Internet Lead Capture and Conversion 36 Four Cs – Close (continued)   Come From Contribution Adjust to Person’s Behavior Page 41 An Agent’s Guide to Internet Lead Capture and Conversion 37 Four Cs – Close (continued) Know Your Numbers Number of inquiries? Number of contacts made? Number of conversions? Page 42 An Agent’s Guide to Internet Lead Capture and Conversion 38 Track Your Progress  How Do You Measure Success? Numbers that are tracked and reviewed typically get better. Dave Jenks Page 44 An Agent’s Guide to Internet Lead Capture and Conversion 39 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 An Agent’s Guide to Internet Lead Capture and Conversion 40 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 An Agent’s Guide to Internet Lead Capture and Conversion 41 Productivity Boosters   Apply automatic follow-up action plans Personalize emails with links to website Page 47 An Agent’s Guide to Internet Lead Capture and Conversion 42 My Action Plan    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! Pages 53-54 An Agent’s Guide to Internet Lead Capture and Conversion 43 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 An Agent’s Guide to Internet Lead Capture and Conversion 44 Thanks for being here! Please complete an evaluation for this session.