An Agent’s Guide to Lead Capture and Conversion

REVISED EDITION Breakthrough to Mastery An Agent’s Guide to Lead Capture and Conversion Getting to the Table— The One That Matters An Agent’s Guide to Lead Capture and Conversion 2 Main Ideas 1. 2. 3. 4. 5. 6. Perspective Step 1: Capture Step 2: Connect Step 3: Close to Appointment Track, Review, Improve The Bottom Line An Agent’s Guide to Lead Capture and Conversion 3 Perspective    Capture and conversion system works in partnership with lead generation. Market factor—fewer leads put a premium on improved capture and conversion rates. It’s all about getting to the table. Page 7 An Agent’s Guide to Lead Capture and Conversion 4 Perspective (continued)   In a sellers’ market a low conversion rate can produce a large number of sales. In a buyers’ market a low conversion rate will produce a small number of sales. Pages 8-9 An Agent’s Guide to Lead Capture and Conversion 5 Perspective (continued)  Shifting Markets Test Your Skills in » Capturing Leads » Connecting with Leads » Closing an Appointment » Cultivating Leads » Holding Your Team Accountable Page 10 An Agent’s Guide to Lead Capture and Conversion 6 Perspective (continued)  Be Prepared » Scripts » Role-plays » Behavioral styles Page 11 An Agent’s Guide to Lead Capture and Conversion 7 Perspective (continued) THE LEAD CONVERSION PROCESS Step 1 CAPTURE Step 2 CONNECT Step 3 CLOSE TO APPOINTMENT Pages 12-13 An Agent’s Guide to Lead Capture and Conversion 8 Step 1: Capture  Who Do You Want to Capture? » Buyers » Sellers » Niche • High end • Geographic • Demographic Page 14 An Agent’s Guide to Lead Capture and Conversion 9 Step 1: Capture (continued) Find the Motivated Ready They have a reason or motivation to move NOW. They are agreeable to do what it takes to Willing move NOW. Able They have the means to go through with the transaction—they are preapproved to buy or can afford to sell NOW. Page 15 An Agent’s Guide to Lead Capture and Conversion 10 Step 1: Capture (continued) Who Do You Want to Capture? Who are your preferred customers? What are their profiles? Does your prospecting and marketing target these customers? Page 16 An Agent’s Guide to Lead Capture and Conversion 11 Step 1: Capture (continued)  Every Lead Is » Now = ready, willing, and able » Future = ready at some time in the future » Never = can’t be reached or ask not to be contacted Page 16 An Agent’s Guide to Lead Capture and Conversion 12 Step 1: Capture (continued)  Methods of Capture » Sign calls » IVR ―800‖ calls » Offers in newspapers, magazines, fliers, newsletters, and postcards » Open houses » Outbound calling Pages 17-18 An Agent’s Guide to Lead Capture and Conversion 13 Step 1: Capture (continued)  Phone Calls » Make a good impression. » Answer quickly. » Speak warmly, with confidence, and enthusiasm. » Ask for the appointment. Page 18 An Agent’s Guide to Lead Capture and Conversion 14 Step 1: Capture (continued)  Systematize Your Capture Put all leads in your database. » Offline (paper) • Lead log • Card file • Calendar/planner » Online (computer) • Contact Management System (e.g., ProManage/TOP PRODUCER) • Microsoft Outlook Page 19 An Agent’s Guide to Lead Capture and Conversion 15 Step 1: Capture (continued)  Capture All Leads in Your Database » Phone call in the car » Conversation at a coffee shop » Scrap of paper with name and phone number scrawled on it » Email on BlackBerry » Referral Pages 19-20 An Agent’s Guide to Lead Capture and Conversion 16 Step 1: Capture (continued) Your Capture System Describe your current capture system. How do you categorize leads? What improvements can you make? Page 20 An Agent’s Guide to Lead Capture and Conversion 17 Step 2: Connect  Speed Counts » Answer all calls immediately. » Respond to all inquiries within 5 minutes. » If you don’t respond quickly, someone else will! » You have 1-2 minutes to create a positive, lasting impression. Page 21 An Agent’s Guide to Lead Capture and Conversion 18 Step 2: Connect (continued)  Reason for the Conversation » Identify the motivated. » Set an appointment. » Provide custom answers. » Build purposeful business relationships. » Move buyers to pre-approval. » Begin action plans.  Communicate in Person Page 22 An Agent’s Guide to Lead Capture and Conversion 19 Step 2: Connect (continued)  Ask Smart Questions—Use a Lead Sheet 1. Motivation? 2. Features? 3. Price? 4. Agent? 5. Financing? 6. Contact information? Pages 23-24 An Agent’s Guide to Lead Capture and Conversion 20 Step 2: Connect (continued)  Sample Questions for Buyers » What are you looking for in your dream home? » What’s prompting your move? » Do you own the place where you are living now? » Have you talked with a real estate agent about selling your current home? » Are you preapproved with a lender? » What price range do you have in mind? Page 24 An Agent’s Guide to Lead Capture and Conversion 21 Step 2: Connect (continued)  Sample Questions for Sellers » What is the address of your home? (If they are » » » » asking for a CMA) What’s prompting you to move? Are you interviewing other agents? How much do you think your home is worth? Tell me about your house. Page 25 An Agent’s Guide to Lead Capture and Conversion 22 Step 2: Connect (continued)  Ask for the Appointment! » If you ask, you have a 50-50 chance of ―yes.‖ » Offer a solid reason to meet. » Propose a day, time, and place (e. g., your office). » Stay focused on uncovering needs and responding to them. Page 26 An Agent’s Guide to Lead Capture and Conversion 23 Step 2: Connect (continued)  Enter Details in Your Database » Categorize by type. » Work with them now to buy or sell. » Put them on action plans for follow-up. Page 27 An Agent’s Guide to Lead Capture and Conversion 24 Step 2: Connect (continued) Your Connect System Describe your current system for connecting with leads. What improvements can you make? Page 27 An Agent’s Guide to Lead Capture and Conversion 25 Step 3: Close to Appointment  Conversion Takes Skill » Know your markets, both local and national. » Be data oriented and numbers-driven. » Have great communication skills. » Have great sales and persuasive skills. » Preview properties. Page 28 An Agent’s Guide to Lead Capture and Conversion 26 Step 3: Close to Appointment (continued)  Conversion rates – calculate yours based on » Total number of leads » Number of futures in your database that you’ve been cultivating » Number of agreements from appointments Pages 29-30 An Agent’s Guide to Lead Capture and Conversion 27 Step 3: Close to Appointment (continued)  Don’t Lose Any Leads » Every lead is precious. » Put the best person on the job. » Focus on lead conversion. » Get back to your Mets. Pages 30-32 An Agent’s Guide to Lead Capture and Conversion 28 Step 3: Close to Appointment (continued)  Get to the Table—the Right Table THE DECISION CONTINUUM Absolute No Firm No Maybe No On the Fence Maybe Yes Firm Yes Absolute Yes Page 33 An Agent’s Guide to Lead Capture and Conversion 29 Step 3: Close to Appointment (continued)  Reasons Why Sellers Are Not Right » Not motivated to price correctly. » Not motivated to get the property in good selling condition. » No urgency to get out of the house. Page 33 An Agent’s Guide to Lead Capture and Conversion 30 Step 3: Close to Appointment (continued)  Reasons Why Buyers Are Not Right » Aren’t ready financially. » Need to sell a house. » Lack motivation. » Aren’t sure of buying. » Can’t make a decision. Page 33 An Agent’s Guide to Lead Capture and Conversion 31 Step 3: Close to Appointment (continued) Sellers Buyers Would you like me to help Would you like me to you find your dream handle the sale for you? home? Would you like for me to Are you ready to make an get your home sold? agreement now? Page 34 An Agent’s Guide to Lead Capture and Conversion 32 Step 3: Close to Appointment (continued) CULTIVATE LEADS FOR FUTURE CONVERSION CAPTURE Step 1 Step 2 CONNECT CULTIVATE Step 3 CLOSE TO APPOINTMENT Page 35 An Agent’s Guide to Lead Capture and Conversion 33 Step 3: Close to Appointment (continued)  Benefits of Cultivating 1. Cement relationship through action plans. 2. Maintain top-of-mind status. 3. Provide continuous value. 4. Prioritize communication related to state of motivation. 5. Increase opportunity to close to appointment. Page 36 An Agent’s Guide to Lead Capture and Conversion 34 Step 3: Close to Appointment (continued)  Action Plans »8x8 » 33 Touch » Consistently and forever  Tools » KWU courses—Lead Generation 36:12:3 » ProManage/TOP PRODUCER – preloaded with KW plans Page 36 An Agent’s Guide to Lead Capture and Conversion 35 Step 3: Close to Appointment (continued)  Ask for the Appointment! » Always, always ask. » Have several scripted questions to move them. » Likelihood of meeting place • 50% come to office • 25% meet nearby for coffee • 25% will meet at their home  Update Your Database—use notes Pages 37-38 An Agent’s Guide to Lead Capture and Conversion 36 Step 3: Close to Appointment (continued) Your Cultivation System Describe your current system for cultivating leads. What action plans are you using? Are you anticipating the changing needs of your leads? What improvements can you make? Page 38 An Agent’s Guide to Lead Capture and Conversion 37 Track, Review, and Improve    Knowing your progress in lead capture and conversion is essential What’s working and what isn’t? Understand by areas » Leads to appointments » Appointments to signed agreements » Agreements to closed transactions Page 39 An Agent’s Guide to Lead Capture and Conversion 38 Track, Review, and Improve (continued) Your Tracking System Do you track your conversion rate? What is it based on? What improvements would benefit you? Page 39 An Agent’s Guide to Lead Capture and Conversion 39 The Bottom Line       Every lead has the potential to turn into business. Treat every lead as precious. Find out which leads are ready, willing, and able. Cultivate all other leads until they are ready, willing, and able. Use your sales ability and knowledge of the market to move people from inquiry to lead to closed transaction. Ask for the appointment. Page 40 An Agent’s Guide to Lead Capture and Conversion 40 Productivity Boosters       Apply Action Plans Use IVR Source Your Contacts and leads Capture and Manage Leads Use Details Features Track, Review, Improve Page 41 An Agent’s Guide to Lead Capture and Conversion 41 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 45-46 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 45-46 An Agent’s Guide to Lead Capture and Conversion 42 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 Internet 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 Lead Capture and Conversion 43 Thanks for being here! Please complete an evaluation for this session.