REO and Short Sale Buyers

Document Sample
REO and Short Sale Buyers Powered By Docstoc
					INTERNET LEAD GENERATION




       Steve and Kat Sanders
          951-847-7353
        katlady@ca.rr.com
Introduction     Why You Are Here
  Goal of the Class:

          Internet Lead Generation is designed to teach you how
          to create an effective web presence, generate a massive
          amount of leads to it, and convert those leads into
          active clients. We will also show you how to create
          your economic strategy, how to budget for your
          Internet presence, and how to integrate key hires for
          your Internet business into your team.




                                                     Page 3
Introduction   What You Will Learn
  •     The Internet in Real Estate
  •     The Internet Economic Model
  •     The Internet Lead Generation Model:
        Create and Maintain Your Internet Presence
  •     The Internet Lead Generation Model:
        Lead Generate for Traffic
  •     The Internet Lead Generation Model:
        Capture, Cultivate, and Convert Leads


                                                Page 4
Introduction   What You Will Learn
  •     The Internet Budget Model
  •     The Internet Organizational Model
  •     Putting It All Together




                                     Page 5
  Chapter 1: The Internet in Real
              Estate
Objectives
• The Internet
• The Goal of a Real Estate Website
• What Is an Internet Lead?
• The Online Consumer Experience
• Internet Mythunderstandings
• The Four Key Models

                               Page 8
The Internet in Real Estate   The Internet
  • What is it?
        1969 – U.S. Department
               of Defense
        1983 – Concept of the
               ―Internet‖
        1991 – CERN
        1993 – Mosaic (first
               web browser)
        1990 – Archie (first
               search engine)
                                    Fig. 1.1 First website – CERN’s WorldWideWeb site
        1996 – Internet adopted     created by Sir Tim Berners-Lee
               by pop culture

                                                             Page 9
The Internet in Real Estate   The Internet
  •      Do people use it?
        •     79% of Americans go online
        •     Spend an average of 13.3 hours per week on
              Internet
        •     66% access the Internet from home


  •      How do they use it?
        •     Internet shopping (consumer revolution)
        •     Email, instant text messaging, etc.
              (communications revolution)
        •     Mobile Internet access              Pages 9-10
The Internet in Real Estate
                                      The Internet


                              Question
              What has the Internet allowed you to do that
                         you couldn’t do before?




                                                   Page 10
                                The Goal of a Real
The Internet in Real Estate
                                 Estate Website
                               Question
                  Why do consumers go to a real estate
                               website?

                               Answer
                1. Homes for sale
                2. Information about an area
                3. Value of their home
                Only 3% of Internet buyers went online to
                look for an agent in 2005.

                                                   Page 11
           The Goal of a Real Estate
The Internet in Real Estate
                  Website
• The Enticement
    • Birth of ―multiple listings‖ concept
    • Growth of Multiple Listing Service (MLS)
    • Arrival of Internet Data Exchange (IDX)




                                             Pages 11-12
           The Goal of a Real Estate
The Internet in Real Estate
                  Website
• Lead Capture
    • IDX Registration
    • Buyer Instant Notification System (BINS)

                              A BINS is …
          An IDX tool that allows buyers to save their searches
             and automatically receive emails of new, matching
                         MLS listings from your site.

    • CMA Request Form – Homevalues.com



                                                     Page 13
           What Is an Internet Lead?
The Internet in Real Estate




                   Common Consensus:
          An Internet lead is “any consumer who
                registers through a website.”

  Two problems exist with this definition:
  •     Tracking the Lead Source
  •     The Mind-Set



                                             Page 14
                                What Is an Internet
The Internet in Real Estate
                                      Lead?
 1. Tracking the Lead Source
                               Question
              What’s the purpose of sourcing your leads?


                               Answer
               Agents source their leads to determine:
               • Where their business is coming from.
               • And, therefore, where they should
                  spend their advertising dollars.

                                                  Page 14
                                 What Is an Internet
The Internet in Real Estate
                                       Lead?
  2. The Mind-Set
                      Think of your website leads in
                          terms of an open house.

                                  Truth
      The most successful agents view the Internet, not as a
          generator of immediate business, but rather as a
           generator of immediate contacts—food for their
                            databases.



                                                 Pages 15-16
                The Online Consumer
The Internet in Real Estate
                    Experience
  • Consumer Adoption of the Internet
  • Who Is the Online Consumer?
  • Do Online Consumers Use Agents?
  • How Do Online Consumers Find Their
    Agents?
  • Who Do Buyers Go Online?
  • What Websites Do Buyers Visit?


                                Page 17
                The Online Consumer
The Internet in Real Estate
                    Experience
                     1. Consumer Adoption of the Internet




                     Fig. 1.2 (Source: NAR “2005 Profile of Home Buyers and Sellers”
                     *Data for “Found Agent on the Internet” unavailable before 2000)




                                                                                        Page 17
                The Online Consumer
The Internet in Real Estate
                    Experience
                 1. Consumer Adoption of the Internet (cont.)




                    Fig. 1.3 (Source: NAR “2005 Profile of Home Buyers and Sellers”)




                                                                                   Page 18
                     The Online Consumer
The Internet in Real Estate
                         Experience
                      Internet     Non-Internet
                        User          User

       Age               39            46
  Marital Status     93% married   79% married
   Household
    Income
                      $185,100       $151,200         2. Who is the Online Consumer?
                    88% aggregate
                                  47% yard signs
    Method of            site
  Finding Agent                        47%
                     60% search
                                  advertisements
                       engine                      Fig. 1.4 (Source: CAR “2005 Internet vs. Traditional Buyer Study"
   Weeks spent                                     and NAR “2005 Profile of Home Buyers and Sellers”)
 searching before        4.7            1.6
 contacting agent
   Weeks spent
  searching with          2             7
      agent
      Agents
                         1.4            3.3
   interviewed
    Preferred        85% email      100% phone
    Method of
 Communication       45% phone     32% in person
  Homes Visited          6.2           14.5
  Satisfaction       89% very       36% very                                            Page 19
                The Online Consumer
The Internet in Real Estate
                    Experience
  Two important characteristics about the
   profile of Internet consumers:
       – It’s a profile of Internet buyers—not sellers.
       – The Internet has made finding homes for
         buyers easier for agents.




                                             Page 20
                The Online Consumer
The Internet in Real Estate
                    Experience
                     3. Do Online Consumers Use Agents?




                     Fig. 1.5 (Source: NAR “2005 Profile of Home Buyers and Sellers”)




                                                                                    Page 22
                The Online Consumer
The Internet in Real Estate
                    Experience
             4. How Do Online Consumers Find Their Agents?




                     Fig. 1.6 (Source: NAR “2005 Profile of Home Buyers and Sellers”)




                                                                                    Page 23
                 The Online Consumer
The Internet in Real Estate
                     Experience
            4. How Do Online Consumers Find Their Agents? (cont.)



                      Do Buyers and Sellers Find Their Agents Online?
                               NAR                                           CAR
             7% of all buyers and 1% of sellers say       86% of Internet buyers found their agent
             they found their agents through the          online.
             Internet.

                        Fig. 1.7 (Source: CAR “2005 Internet vs. Traditional Buyer Study” and
                                   NAR “2005 Profile of Home Buyers and Sellers”)




                                                                                        Page 23
                The Online Consumer
The Internet in Real Estate
                    Experience
                           5. Why Do Buyers Go Online?




                    Fig. 1.8 (Source: NAR “2005 Profile of Home Buyers and Sellers”)


                                                                                       Page 24
                The Online Consumer
The Internet in Real Estate
                    Experience
                        5. Why Do Buyers Go Online? (cont.)




                      Fig. 1.9 (Source: NAR “2005 Profile of Home Buyers and Sellers”)




                                                                                    Page 25
                The Online Consumer
The Internet in Real Estate
                    Experience
                        6. What Websites Do Buyers Visit?




                   Fig. 1.10 (Source: NAR “2005 Profile of Home Buyers and Sellers”)




                                                                                       Page 26
The Internet in Real Estate



                         Internet Issues

           Are Agents Using and Marketing Websites?
            The CRT’s ―2005 Technology Efficiency Study‖
             shows that only 68% of Realtors have a website
               and 60% of those who have a site don’t do
                      anything to maximize traffic.




                                                 Page 27
                          Internet Errors
The Internet in Real Estate




  The Six Mistakes between You and Success
              on the Internet Are …




                                            Page 28
The Internet in Real Estate



                         Internet Issues
                                 Myth One
                              I’m not a ―techie.‖


                                    Truth
               Nor should you be! Hire somebody or use
                               templates.



                                                    Pages 28-29
The Internet in Real Estate



                         Internet Issues
                                   Myth Two
                              I don’t need a website.


                                      Truth
                 Yes, you do. You just don’t know it yet.




                                                        Page 29
The Internet in Real Estate



                         Internet Issues
                              Myth Three
                  If they need information, they can just
                                    call me.

                                  Truth
                 Sure they can, but that’s not the point.




                                                      Page 30
The Internet in Real Estate



                         Internet Issues
                               Myth Four
                        Websites are too expensive.


                                  Truth
                No, they don’t have to be, and besides,
                        they’re a great investment.



                                                  Pages 31-32
The Internet in Real Estate



                         Internet Issues
                                Myth Five
                      I can’t compete on the Internet.


                                  Truth
                 Yes, you can, and it’s simpler than you
                                   think.



                                                         Page 32
The Internet in Real Estate



                         Internet Issues
                                Myth Six
                     Internet leads aren’t good leads.


                                  Truth
                Every lead is a good lead if you have an
                         effective way to convert it.



                                                     Page 33
The Internet in Real Estate



                         Internet Issues
                              Myth Seven
                   My web site should be all about how
                                 good I am.

                                 Truth
              People don’t care how good you are. They
                 are there to get information. Give them
                             what they want.


                                                    Page 33
The Internet Economic Model



  We asked Internet agents:
       –    How many visitors were coming to their site?
       –    What percentage were buyers and what
            percentage were sellers?
       –    How many registered?
       –    How many of those registrations turned into
            appointments?
       –    How many of those appointments turned into
            agreements?
       –    How many of those agreements turned into closed
            sales?

                                               Page 39
The Internet Economic Model


                    Website Conversion Study (Fig. 2.1)


                  Points of
                                       Seller Rates            Buyer Rates
                 Conversion

                Visitors by Type    15% of total visitors   85% of total visitors

                  Visitors to
                                            20%                    3.25%
                 Registrations
                Registrations to
                                            5%                      5%
                 Appointments
               Appointments to
                                            80%                     65%
                 Agreements

              Agreements to Sales           65%                     80%




                                                                       Page 39
The Internet Economic Model




    Top agents in our study received between
      70,000 and 120,000 visitors to their site
                     per year.

       Let’s look at what happens if your lead
       generation efforts drive 100,000 visitors
               per year to your website …

                                      Page 41
                                       Conversion Rates
   Total Visitors                            100,000
      to Site
                       Seller Side     Rate1    Buyer Side      Rate Ideal Buyer 2       Rate
     Visitors by        15,000         15%       85,000         85%     85,000           85%
        Type
     Visitors to          3,000         20%        2,762.5      3.25        5,950         7%
   Registrations                                                 %
   Registrations           150           5%        138.13       5%           595         10%
          to
   Appointments
   Appointments            120          80%        89.78        65%         416.5        70%
          to
    Agreements
    Agreements              78          65%        71.83        80%         333.2        80%
      to Sales
    Gross GCI3              $468,000                 $430,950                $1,999,200
     Total Gross                        $898,950                             $2,467,200
   (Seller + Buyer)
    Cost of Sale         $46,800          10% $215,475              50%         $999,600    50%
      Expenses          $140,400          30% $129,285              30%         $599,760    30%
         Net            $280,800          60%       $86,190         20%         $399,840    20%
      Total Net                      $366,900 (41%)                             $680,640 (28%)
Fig. 2.3 1There was little variance in seller conversion rates, so no ideal seller rate.
                Buyer” column uses the best registration, appointment, and agreement rates found among
          2“Ideal

               agents in the study.
          3Assumes average commission of $6,000.



                                                                                       Page 41
Buyers are the Overwhelming Majority of Website
   Visitors
    •   85% of visitors were buyers
    •   15% of visitors were sellers
•   Sellers are Much More Willing to Register
    •   20% conversion rate for sellers
    •   3.25% conversion rate for buyers




                                           Page 42
•   Number of Visitors
     •   Where you advertise
     •   What you advertise
     •   How you advertise
•   Visitor to Registration Conversion Rate
     •   How well your site matches your marketing promise
     •   How quickly consumers are able to find what they're
         looking for
     •   How you get consumers to register
•   Registration to Appointment Conversion Rate
     •   Whether your follow-up meets their needs
     •   How aggressive your follow-up is
     •   How consistent and sustained your follow-up is

                                                   Page 47
     The Internet
Lead Generation Model
                  Elements of a Great Website
Anatomy of
a Website
 1. Page Title

 2. Navigation

 3. Header

 4. Body

 5. Body

 6. Points of Interest

 7. Ask for the business
    Elements of a Great Website
What Makes a Website
Great
                       Question
          What really makes a website great?


                       Answer

          A great website is one that captures
                          leads.



                                            Page 53
Elements of a Great Website
                   Myth
 People go to my site to find out about me.


                   Truth
 Internet consumers want to see properties
               and home values.




                                      Page 53
•Why are they there?
•Emphasize what they are        “Put what they
      looking for               want at the
•Make what they are looking     front of the
                                store.”
      for easy to find
•Don’t baffle them with bull,    – Sam Walton,
      dazzle them with          founder of
                                Walmart
      brilliance


                                   Page 54
What Should Your Website Have on It?




       Fig. 3.3



                                       Page 55
IDX and CMA are the two most
 important tools your site will have
 and the links to these tools should
be the most prominent features on
          your homepage.
• General
  – Credible, Branded Image


                    Question
       What are some things that you wouldn’t
            have on your site because they
                 would annoy visitors?




                                         Page 56
           Elements of a Great Website
The Internet Lead Generation Model



    •    General (cont.)
         – Calls to Action
               •   Sign up
               •   Email me
               •   Call me
         – Compelling Domain Name
               •   Keep it simple
               •   Make it relevant
               •   Get creative


                                      Pages 56-58
Domain Name
Domain Name
Domain Name
           Elements of a Great Website
The Internet Lead Generation Model




                                     Myth
                All of the good names have been taken.


                                     Truth
               Through creative wording, use of spacing
                   characters like hyphens, and different
                     top-level domains (e.g., .com, .net,
                  .info, etc.) the possibilities are endless.

                                                       Page 59
•   Buyer: Tools
    –   IDX/KWLS Search
        •   BINS Listing Drip
        •   Search Saver
        •   IDX Property Forms
•   Buyer: Tools
    –   IDX Map Searching
    –   Featured Property Forms
Buyer: Content
–   Community/Neighborhood
–   Home-buying Process
–   Schools
–   Relocation
–   First-time Buyer
–   Mortgage




                             Page 63
•   Seller: Tools
    –   Home Value Request
    –   Enhanced Featured Properties
        •   Detailed descriptions
        •   Multiple photos
        •   Virtual tours
        •   Property-specific domains




                                        Pages 64-65
•    Seller: Tools (cont.)


Multiple Photos for Your Listings




                                    Page 66
Seller: Content
–   Market Statistics
–   Home-selling Process Information
–   Refinancing Information




                                       Page 67
Content
                      Truth
           Great content is everywhere.


          1) Community Organizations
          2) Using What You Have
          3) Buying Content



                                       Pages 68-69
     Target Marketing with Multiple
              Websites
               1. Main Site                           2. Buyer Site
Features:                               Features:
1. IDX with Search Saver                1. IDX with Search Saver
2. Comparative Market Analysis          2. Buyer Content
3. Buyer and Seller Content             3. Buyer-oriented Domain Name
4. Keyword- or Brand-oriented Domain       (e.g.,Cityhomesearch.com)
   Name (e.g., TulsaHomes.com or
       JaneSmith.com)
Marketing: search engines               Marketing: homes and land magazine

               3. Seller Site                          4. Niche Site
Features:                               Features:
1. Comparative Market Analysis          1. IDX with Search Saver
2. Seller Content                       2. Comparative Market Analysis
3. Seller-oriented Domain Name (e.g.,   3. Niche-specific Content
   Cityhomevalues.com)                  4. Niche-oriented Domain Name (e.g., name of
                                               neighborhood, property type, etc.)
Marketing: Just Listed/Sold postcards   Marketing: geographic farming.
   Target Marketing with Multiple
            Websites
How to Have Multiple Sites and Only Pay for
  One
   Create the illusion of multiple sites with
   separate domain names that point to different
   pages of your website.



                                     Page 73
Template or Custom Website?
                  Myth
    I have to have a custom website.


                  Truth
    For most purposes, a template site
              works just as well.



                                    Page 76
   Template or Custom Website?
Three main reasons agents purchase a
   custom website:
  – Aesthetics/Branding
  – Functionality
  – Search Engine Optimization (SEO)
                          Truth
   It is much more difficult to get to the top of search
         engine results using templates than it is using
                         a custom site.
          Template or Custom Website?
The Internet Lead Generation Model


                                The Path to a Custom Site
           We Have Talked About …
The Internet Lead Generation Model



    •   The Internet Lead Generation Model
    •   Elements of a Great Website
    •   Target Marketing with Multiple Websites
    •   Stealth Websites
    •   Template or Custom Website?



                      What are your Aha!’s?
                                          Page 80
 Chapter 4: The Internet Lead Generation
   Model – Lead Generate for Traffic
Objectives
• Internet Lead
   Generation
• The Path of the
   Internet Consumer to
   the Agent
• Offline Marketing
• Search Engine
   Marketing
                               Page 82
               Internet Lead Generation
The Internet Lead Generation Model




          “Many business executives who begin to
          build an Internet presence for their firm
          are surprised to learn that the
          effectiveness of their Internet presence
          requires that they advertise it. „Advertise
          my advertising?‟ Yes, advertise your
          advertising.”

          - Barbara G. Cox and William Koelzer, Internet
            Marketing                       Page 83
               Internet Lead Generation
The Internet Lead Generation Model




                                     Truth
                  You have to market your site if you want
                                   visitors.




                                                       Page 83
               Internet Lead Generation
The Internet Lead Generation Model




                    For the top Internet agents, it’s
                               simple …
                  If consumers are beginning their search
                       online and the first agent to the table
                      wins, then it makes sense to be where
                       the consumers are to increase your
                                odds of being first.



                                                          Page 83
     The Path of the Internet Consumer
The Internet Lead Generation Model
               to the Agent
                                 According
                                  to CAR
                   60 % of Internet buyers say they found
                      their agent through search engines.
                     However, of the same buyers, 88 %
                      say they found their agents on listing
                      aggregator sites (e.g., Realtor.com).

                             In other words …
                 They go looking for listings, and when they
                     find your listing, they find you! This is
                    why promoting your listings on as many
                        sites as possible is so important.

                                                             Page 84
     The Path of the Internet Consumer
The Internet Lead Generation Model
               to the Agent
                 Fig. 4.1




                                     Page 85
     The Path of the Internet Consumer
The Internet Lead Generation Model
               to the Agent


                     The key to successful website
                          lead generation …
                   The top Internet agents take a balanced
                     approach, marketing their websites both
                                online and offline.




                                                        Page 86
                   1. Offline Marketing
The Internet Lead Generation Model




                                     Question
                   Knowing that buyers want houses and
                    sellers want home prices, what do you
                      think the two most important calls to
                     action to drive consumers to your site
                                    would be?
                    Your Main Marketing Messages
              For Buyers                 Search for homes for
                                         sale in the area.
              For Sellers                Get your free home
                                         evaluation.

                                                           Page 87
                   1. Offline Marketing
The Internet Lead Generation Model



    Offline Marketing Sources
         –    Yard Signs
         –    Fliers
         –    Print Ads
         –    Direct Mail
         –    Promotional Items




                                     Page 88
             2. Search Engine Marketing
The Internet Lead Generation Model



    A Primer on Search Engines
    • Which Search Engines Matter
    • How Search Engines Work
    • The 2 Ways to Get Results through
       Search Engines
    • Keyword Competition on Search Engines



                                     Page 90
                  2. Search Engine Marketing
The Internet Lead Generation Model


1. Which Search Engines Matter




                            Fig. 4.3 Nielsen NetRatings Search Engine Ratings, November 2005
 NOTE: These percentages will change over time. To find up-to-date numbers for these ratings, google “Nielsen NetRatings.”


                                                                                             Page 90
             2. Search Engine Marketing
The Internet Lead Generation Model


• How Search Engines Work
  –   ―Indexing‖
  –   Submit your site
  –   Search engine will send out ―crawler‖ bots
  –   Keyword matches




                                           Page 91
             2. Search Engine Marketing
The Internet Lead Generation Model


3. The 2 Ways to Get Results through Search Engines




                                                                    Fig. 4.4
                                                          The Two Types of
                                                      Search Engine Results




                                                 Pages 91-92
             2. Search Engine Marketing
The Internet Lead Generation Model


4. Keyword Competition on Search Engines



             iProspect, a search engine marketing
                         firm, found …
                  41 % of search engine users won’t go past
                   the first page of results, and 26 % stop
                              after the second page.




                                                      Page 92
              2. Search Engine Marketing
The Internet Lead Generation Model


4. Keyword Competition on Search Engines (cont.)


 •     How to Choose Your Keywords Wisely
 •     Targeted Keywords Can Help You Compete
 •     Keywords Will Determine Your Online Business



                                         Truth
                  Which keywords you choose will not only
                    decide how much traffic you get, but it
                         will also determine the type of
                                business you get.
                                                      Pages 93-94
              2. Search Engine Marketing
The Internet Lead Generation Model



    • Marketing through Paid Results




     Fig. 4.6
     Google Sponsored
     Links




                                       Page 95
             2. Search Engine Marketing
The Internet Lead Generation Model



          5 Steps to Set up a Pay-per-click Campaign
         –    Write your ad text. Tell Google which webpage on
              your site you want to show up in your pay-per-click
              ad.
         –    Decide which keyword(s) you want to bid on for
              that page.
         –    Set a daily budget.
         –    You will then set your maximum cost per click,
              which is the most you will pay per click.
         –    Activate your account.


                                                 Pages 95-96
             2. Search Engine Marketing
The Internet Lead Generation Model



          Go Slow


                                     Tip
          It’s not necessary to have the highest bid in order
                 to win the top spot on search engines. So
                            start your bidding low.




                                                    Page 97
              2. Search Engine Marketing
The Internet Lead Generation Model



    •    Marketing through Organic
         Results
              Search Engine Optimization (SEO) is …
         Search Engine Optimization (SEO) is the art of trying
               to get to the top of organic search results.

         We say art because getting your page ranked in the
              organic search results is more of an art form
                            than a science.
          Two things that will get your site
             ranked
          –     Keyword Density
          –     Site Popularity                  Pages 98-99
             2. Search Engine Marketing
The Internet Lead Generation Model



       1. Keyword Density


                      Keyword Density Golden Rule
                Write for consumers, not search engines.




                                                  Page 100
             2. Search Engine Marketing
The Internet Lead Generation Model



    1. Keyword Density
           Keyword Density Elements
          – Page Title
          – Domain Name
          – Page Content
          – Alt Tags
          – Meta Tags
          – Links

                                      Page 100
                  2. Search Engine Marketing
The Internet Lead Generation Model



             –        Page Title


                    Fig. 4.7
    Page Title in Organic Ad




             –        Domain Name
             –        Content

                   Fig. 4.8
                   Heading




                                      Pages 101-102
              2. Search Engine Marketing
The Internet Lead Generation Model



          –    Keyword Density (Elements)



                                Alt Tags are …
       Part of the program code of your website that allow you to
          get credit for keyword-related pictures on your site with
                              search engines.




                                                     Page 103
              2. Search Engine Marketing
The Internet Lead Generation Model



          –    Meta Tags

                           Meta Keywords are …
       Part of the program code of your website that allows you to
             list the keywords you think are relevant to your site
                                   content.
                         A Meta Description is …
         Part of the program code of your website that describes
                  your site to search engines and consumers.

          –    Links

                                                   Pages 103-104
             2. Search Engine Marketing
The Internet Lead Generation Model



       2. Site Popularity
       •    Anchor Text Links

                   Fig. 4.11
                 Anchor Text




       •    Trading Links
             •     Popularity
             •     Relevance




                                     Pages 105-106
             2. Search Engine Marketing
The Internet Lead Generation Model




                                     Warning!
          Be careful of who you trade links with. One of the
               big taboos in link trading is trading with ―link
              farms.‖ These sites have no relevant content
                and serve as nothing more than a place to
             post links to several sites. Search engines do
                not like link farms and when they discover
              them, will banish the farm site, as well as the
                        sites they traded links with.

                                                    Page 107
             2. Search Engine Marketing
The Internet Lead Generation Model



       Be Patient


                                     Tip
              According to Google, getting to the top of the
                organic and paid results simultaneously can
                bring three times the number of clicks than if
                 you simply placed in organic results alone,
                   and six times the number of clicks than
                 getting to the top of paid placement alone.


                                                  Pages 107-108
             2. Search Engine Marketing
The Internet Lead Generation Model



       Hiring Out SEO


                                     Truth
            You’re an agent, not a programmer. If you don’t
              know how to optimize your site, hire someone
                                 who does.




                                                 Page 108
              3. Related Sites Marketing
The Internet Lead Generation Model



    •     Listing Aggregators
         – Realtor.com
         – Craigslist
         – Google Base
    •     Directories
    •     Site Advertising                           Figure 4.13
                                                     Realtor.com


    •     Third-party Lead Sellers


                                     Pages 109-111
                      Measuring Success
The Internet Lead Generation Model



    How do you measure the success of your
      website?
    • How many unique visitors are coming to
      your site?
    • What drove them to your site?
    • How many visitors are going to each
      page?
    • How many visitors are registering for
      your various forms?
                                     Pages 112-113
           We Have Talked About …
The Internet Lead Generation Model


 •     Internet Lead Generation
 •     The Path of the Internet Consumer to the
       Agent
 •     Offline Marketing
 •     Search Engine Marketing
 •     Related Sites Marketing
 •     Measuring Success

                      What are your Aha!’s?
                                          Page 114
 Chapter 5: The Internet Lead Generation
  Model – Capture, Cultivate, and Convert
                  Leads
Objectives
• Lead Capture
• Lead Cultivation
• Lead Conversion




                                Page 116
               The 3 C’s of Follow-Up
The Internet Lead Generation Model


               Fig. 5.1




                                     Page 117
                       1. Lead Capture
The Internet Lead Generation Model



    • The 6 Online Lead-Capture Opportunities
        – IDX Search
        – IDX Property Forms
        – Featured Listing Property Forms
        – CMA Request
        – Reports
        – Contact Form



                                            Page 118
•   IDX Search
•   The 3 Philosophies of Lead
    Cultivation
    – Passive
    – Active
    – Interactive
                         Truth
          In our research, the most successful
              agents at converting registrations
              were those who personally follow
                        up with leads.
•   Quick Response
    •   85% of Internet buyers say email is
        their primary means of communication
        [CAR 2005 survey].
    •   When consumers email an agent, their
        expected response time from that
        agent is:
        •   21% expect a response instantly
        •   23% expect a response within thirty
            minutes
        •   17% expect a response within four hours
                                            Page 130
Using Email and Text-Messaging to Respond
    Quickly


                     Truth
     Quick response not only determines if
        you’ll get to work with them, it also
         determines whether you’ll get to
          work with them a second time.



                                       Pages 130-131
•   Compelling Content
    – Send Buyers:
       •   Emails about the buying process
       •   Emails about the local market
       •   Emails with mortgage information
       •   Notices about new properties you’ve listed
    – Send Sellers:
       •   Information about selling a home
       •   Information about the market
       •   Tips to help them prepare to sell their
           home
                                             Page 133
•   Consistent Communication
    Timing is everything—and Internet leads take time … but
       patience is a virtue with these leads.

    A study by Real IQ of RealEstate.com’s Internet leads found:
       1) Of those that closed, 65 % closed within six months of their
          registration (almost half of these closed between months three and
       four).
       2) And of those that closed, 34 % closed seven to twelve months after
          registering.




                                                       Page 134
Your Website as a Tool at the
  Appointment
   •   The Listing Appointment
            3. Lead Conversion
•   The Buyer Appointment
      •   Explain to buyers that they will be set up on the
          agent’s listing drip system
      •   Explain to buyers that when they see a home that
          they want to tour, they should let the agent know
          immediately




                                            Page 141
Lead Generation Budget


      Lead Generation Costs for 17 Closed Units
Marketing Source       Percentage to   Dollar Amount to
                          Source            Source
1. Offline Marketing       60.5%            $6,050


 2. Search Engine          24.5%            $2,450
     Marketing
 3. Advertising on         15%              $1,500
    Related Sites
            Internet Budget
• Tracking Return on Investment
• The Four Internet Budget Categories
             The Four Internet Budget Categories
                      1. Technology
       Operating         1) Website Setup
       Expenses          2) Website Maintenance
                      2. Lead Generation
                      3. Salary
      Cost of Sale    4. Cost of Sale
            Internet Budget Model
The Internet Budget Model



1. Technology
  Line Items
    • Website
      Setup




                            Fig. 6.5 The percentages shown for each line item represents the percentage
                            of total expense of Website Setup.




                                                                 Page 151
            Internet Budget Model
The Internet Budget Model



1. Technology
  Line Items
  (cont.)
   • Website
     Maintenance




                            Fig. 6.6 The percentages shown for each line item represents the
                            percentage of total expense of Website Maintenance.



                                                                Page 152
            Internet Budget Model
The Internet Budget Model



• Lead
  Generation
  Line Items




                            Fig. 6.7 The percentages shown for each line item represents the percentage of total
                            expense of Lead Generation.




                                                                                Page 153
       Internet Budget Model
•   Salary Line
    Item
        Internet Budget Model
                             Internet Operating Expenses
                    Level 1      Level 2     Level 3      Level 4      Level 5      Level 6

1. Website Setup   $2,975.00    $2,975.00    $8,495.00   $13,004.00   $19,404.00   $25,804.00

  2. Website
                   $3,016.00    $3,274.00    $8,394.00   $14,136.00   $25,635.00   $32,255.00
 Maintenance
   3. Lead
                    $600.00     $1,400.00    $5,070.00   $10,010.00   $23,100.00   $33,300.00
  Generation
   4. Salaries       $0.00        $0.00      $5,000.00   $12,000.00   $24,000.00   $24,000.00

   TOTAL
 INTERNET
 OPERATING                                                                         $115,359.0
  EXPENSES         $6,591.00    $7,649.00   $26,959.00   $49,150.00   $92,139.00
                                                                                       0
             Internet Budget
•   Cost of
    Sales Line
    Item
     Internet Chart of Accounts
             Definitions
• Website Setup Line Item Definitions
  – Custom Site Creation
  – Computer
  – Camera
  – Template Setup
  – Portable Internet Device




                               Pages 155-157
      Internet Chart of Accounts
              Definitions
• Website Setup Line Item Definitions (cont.)
  – Videos, Virtual Tours, Podcasts
  – Enhanced IDX
  – Contact Management Software
  – Standard IDX Solution




                                    Pages 157-158
      Internet Chart of Accounts
              Definitions
• Website Maintenance Line Item
  Definitions
  –   Ongoing Site Development
  –   Contact Management Software
  –   Internet Connection
  –   Server
  –   Computer Maintenance



                                Pages 158-160
      Internet Chart of Accounts
              Definitions
• Website Maintenance Line Item Definitions
  (cont.)
   – Enhanced IDX
   – Portable Internet Device
   – Template Renewal
   – Videos, Virtual Tours, Podcasts
   – Standard IDX Solution



                                  Pages 160-161
      Internet Chart of Accounts
              Definitions
• Website Maintenance Line Item Definitions
  (cont.)
   – Domains
   – Webmetrics
   – Hosting




                                    Page 161
       Internet Chart of Accounts
               Definitions
• Lead Generation Line Item Definitions
   –   Pay-Per-Click
   –   Search Engine Optimization
   –   Realtor.com
   –   Follow-up Marketing
   –   Lead Aggregator
   –   Advertising on Related Sites



                                      Pages 162-165
    Two Key Internet Hires
From Job Functions to Team Roles
                   Truth
   As your business grows, so too will your
      staff. Leverage through hiring can be
       both a way to do more of the things
     you can do and a way to do things you
              do not know how to do.
       Two Key Internet Hires
Lead Coordinator
                   Lead Coordination in the Internet Model
       • Lead Management – recording leads as they come in, assigning the leads
         to the appropriate Buyer or Listing Specialist, and tracking the conversion
         of leads.
       • Lead Follow-Up – servicing the needs of the lead and actively trying to
         convert them into an appointment.

  Three Team Members Suited for Lead Follow-up:
  – You the Mega
  – Your Lead Specialist
  – Your licensed Lead Coordinator
    Two Key Internet Hires
             Job Duties of a Lead Coordinator

•    Answer incoming calls and emails
•    Perform needs analysis
•    Record leads and lead sources in the database and launch leads on
     follow-up action plans
•    Send out requested information
•    Place incoming buyers on IDX listing drip
•    Monitor IDX administration tool
•    Follow up with leads as necessary for conversion
•    Schedule buyer and listing consultations
•    Assign leads to Buyer and Listing Specialists
•    Obtain client testimonials and referrals
•    Provide lead follow-up tracking, appointments, and conversions
     reports to the Lead Specialists and Team Leader
      Two Key Internet Hires
Webmaster
 • Outsourced Webmaster
 • In-House Webmaster

                   Job Duties of an In-House Webmaster
      •   Build custom sites
      •   Update and maintain existing sites
      •   Create virtual tours
      •   Manage search engine marketing and advertising on related sites
      •   Create and manage content for websites
      •   Maintain hosting, domain names, and email accounts for the team
      •   Create graphics and logos for websites and marketing materials
      •   Maintain office computer network (preferred)
         The Path to Internet Leverage
The Internet Organizational Model



                                                 Question
                    What parts of your Internet presence
                       could an assistant help maintain
                                    for you?
                                                   Answer
                Create virtual tours and post listings to website.

                Help create content for your site (such as finding content from other sites like the
                        chamber of commerce).

                Help with follow-up.

                Database leads if your website doesn’t feed directly into your contact database.

                Send leads requested information, such as pre-listing packet or relocation packet.




                                                                                          Page 179
Are You Ready to Hire?

             Question
When or how will you know when it is
                  time
    to hire a Lead Coordinator or
             Webmaster?




                                Page 181
          Are You Ready to Hire?
Three Key Questions
   –   Who is going to do it?
       People

                         Truth
       There is no job too small to subcontract.

   –   How will they do it?
       Systems
   –   What will they do it with?
       Tools

                                           Pages 181-182
•   Two Key Hires
•   The Path to Internet
    Leverage
•   Are You Ready to Hire?
   Internet Lead Generation Action
 Putting It All Together
                 Plan
Target Outcome
    •     Get to the next phase in your Internet business.
Action Steps
    –     Take a look at your Action Plan checklist. Make
          sure you have checked off all accomplished items.
    –     Assess where you are for each major topic.
    –     Make sure that you have set attainable and time-
          bound goals around taking the next steps in
          growing your Internet business.



                                               Page 187

				
DOCUMENT INFO
Shared By:
Categories:
Stats:
views:9
posted:3/23/2011
language:English
pages:131