SHIFT: Catch People in Your Web: Internet Lead Capture and Conversion PowerPoint

SHIFT: Catch People in Your Web

KW088

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PresenterBen KinneyHome4investment Real Estate Team

1. Bellingham, WA2. Agent

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SHIFT: Catch People in Your Web: Internet Lead Capture and ConversionMain Ideas1. The Internet’s role in Real Estate2. Generating Traffic to your Site3. Capturing Leads Online4. Internet Lead Conversion Systems

A copy of this presentation is available for download at www.kellerwilliamsuniversity.com

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Consumer Internet Statistics 79% of Americans go online. Americans spend an average of 13.3

hours per week on the Internet. 66% of Americans access the

Internet from home.

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NAR Profile of Home Buyers 2008 For a third of home buyers, the first step in

the home buying process was looking online for properties.

87% of all home buyers used the internet to search for homes.

Average buyer searched for 10 weeks. Buyers looked on average for 2 weeks

prior to contacting a real estate agent.

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Convert the Leads

Generate Traffic

Capture the Leads

Internet Lead Generation Model

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Generating Traffic to Your Website

Without website traffic, agents: “Spend precious time, effort, and money to build what is essentially an online business card” – SHIFT, p. 110

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Realtor.com Five Year Traffic

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Major Brokerages Five Year Traffic

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What Happened?

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Sources of WebsiteTrafficUnderstanding

Real EstateWebsiteTraffic

•If you haven’t figured out your real estate website traffic model then your not ready to invest in a website.

•It’s like having a business card that you never hand out!

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Organic Website Traffic •Web traffic that comes from an unpaid listing at a search engines like Google, MSN, or Yahoo!.

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Organic Website Traffic (continued)

•Blogs are normally free, simple to use, and one of the fastest ways to generate organic traffic.

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Referring Website Traffic•Syndicating your listings can be a fast and free way to generate some traffic.

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Social Networking for Traffic•Social Networking can be one of the highest quality sources of traffic.

•Social networking can be one of the best ways to effectively work your sphere.

•There are hundreds of great social networks out there.

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Paid Advertising for Traffic

•Paid Advertising is the fastest source of Internet traffic and also the most expensive.

• Adwords.com is one of the best sources for traffic and for leads.Recommended - Sources

Adwords.comAdcenter.microsoft.comSearchmarketing.yahoo.com

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Paid Advertising for Traffic (continued)

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Off-line Marketing for Traffic•Offline Marketing for internet traffic can be very expensive. Start out small when you are using mailing as a traffic source.

•As Gary Keller say’s “Play red light green light with your marketing dollars.”

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Capturing Buyer and Seller Leads•Your website is just “a vehicle that enables you to offer people real estate information in exchange for their contact information” – SHIFT, p. 110

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Capturing Buyer and Seller Leads (continued)

•You will need to pick a lead capture strategy that works with the amount of traffic you generate, the amount of time you have, and the amount of leads you want to generate.

Internet Lead Capture Model

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Capturing Buyer and Seller Leads (continued)

CaptureRegistration Forms—MinimumRequirements

a. Nameb. Emailc. Phone

Optional Itemsa. Locationb. Price Rangec. Working with an Agent

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Lead Capture Strategies

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Lead Capture Strategies (Continued)

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Lead Capture Strategies (continued)

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Lead Capture Strategies (continued)

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Lead Capture Strategies (continued)

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Lead Capture Strategies (continued)

Internet Conversion Rates—Baseline

Category Seller BuyerVisitors by Type

15% 85%

Visitors by Registrations

20% 3.25%

Registrations to Appointments

5% 5%

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Lead Capture Strategies (continued)

Internet Conversion Rates—Baseline

“Numbers that are tracked and reviewed typically get better.”

Dave Jenks

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Internet Lead Conversion“When an internet lead comes in, my chances of conversion are highest if I can call them while they are still on my site.”

Sue Adler Short Hills NJ

•This is a proven system, most failures result from not working the system long enough or working it incorrectly. Lead conversion is about filling your pipeline with buyers that will be buying today or in 2 years.

HintThis is a proven system, most failures result from not working the system long enough or working it incorrectly. Lead conversion is about filling your pipeline with buyers that will be buying today or in 2 years.

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Internet Lead Conversion (continued)

Most of the time an internet lead provides just a name and email address - Your goal with every contact is to gather one more piece of information until you know enough to get the appointment.Most of the time an internet lead provides just a name and email address - Your goal with every contact is to gather one more piece of information until you know enough to get the appointment.Most of the time an internet lead provides just a name and email address - Your goal with every contact is to gather one more piece of information until you know enough to get the appointment.

•Prior to contacting an agent, potential buyers can be reluctant to release valid contact information.

•Ideal Internet lead has email, mailing address, phone numbers, and valid search criteria.

• Majority of Internet leads lack part to almost all of the above information.

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Internet Lead Conversion (continued)

“10 Days of Pain” Internet Lead Conversion Method is a High Touch Aggressive Tool Used to:

1. Identify motivation levels of prospects2. Gather additional contact information3. Convert leads into appointments

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Internet Lead Conversion (continued) Methods of Communication1. Email2. Direct Mail3. Video Email4. Phone Calls

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Internet Lead Conversion - Day 1 Send intro canned email. Make initial phone call & leave message. Send direct mail note card & two business

cards Send follow up email (thanking them for

speaking or letting them know you left message.)

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Internet Lead Conversion - Day 2 Email list of properties that match clients

criteria (if no information is available send properties that are at or below market average.)

TIP: Keep email short and make surelist of properties or link to properties are toward the top of the email.

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Internet Lead Conversion - Day 3 Email first offer. (foreclosure, bank owned,

and short sale teaser email) Make first follow-up call make sure to

leave a message if no one answers. Send first video email. (Explain you are

real agent & offer to take photos for any properties the client is interested in.)

Use www.eyejot.com for video email.

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Internet Lead Conversion - Day 4 Email free CMA offer or relocation

package offer. Attach just listed properties to

CMA/RELOCATION email.

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Internet Lead Conversion - Day 5 Price reduced email with just reduced

properties attached.

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Internet Lead Conversion - Day 6 No contact for one day during the ten day

period; can be any day after day two.

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Internet Lead Conversion - Day 7 Email just listed properties with "opening to

show properties offer." Make second follow-up call and make sure

to leave a message if no one answers.

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Internet Lead Conversion - Day 8 Email list of bank owned, foreclosed, and

short sale properties. Send "Contest or Free Certificate.” Make

sure it is a time-sensitive offer.

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Internet Lead Conversion - Day 9 Email just listed properties with the free

CMA offer/relocation package offer included.

Make third follow-up call and make sure to leave message if no one answers.

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Internet Lead Conversion - Day 10 Email "Sorry I couldn't reach you" offer.

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Internet Lead Conversion After the 10 Days of Pain If information appears valid, add contact to

automatic BINS, 12x12, or 33 Touch drip campaign.

If contact information is invalid remove from database.

If you have determined motivation assign lead as "A" "B" or "C" buyer or seller client in TOP PRODUCER and work until closed.

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Lead Conversion - Power EmailsForeclosure Fixer/Bank Owned Email “I just heard about a great foreclosure deal. Can

you remind me what price range and neighborhood you are interested in? These properties normally go fast, so let me know as soon as you can. When are you available to start viewing homes?”

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Lead Conversion - Power Emails (continued)

Best Priced Properties Email “I have created a list of the best-priced properties

in our area, in a few different price ranges. These properties include motivated sellers, bank owned, short sales, and foreclosures. I am reserving this list for buyers interested in viewing homes this week. When would be a good time to meet and take a look at these properties?”

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Lead Conversion - Power Emails (continued)

Free Certificate Email “My boss just gave me two free home inspection

certificates that I can give out "THIS WEEK" to buyers who would like to view homes on Saturday or Sunday. This is a great savings are you available this weekend?”

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Lead Conversion - Power CallsIntroduction Phone Call “Thank you so much for visiting my website to

search for properties. I am going to be sending properties that match your search criteria. If you could please call me back or email me ASAP so I don’t waste yours or my time sending you the wrong type of properties. I am looking forward to working with you.”

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Lead Conversion - Power Calls (continued)

Foreclosure Call “Hello—It’s ________ again. I just heard of a

great foreclosure property. Can you remind me of what price range and neighborhood you are looking in? If you are interested, I can show you today or tomorrow. This one is going to go fast so please call me back either way so I can offer it to my other clients.”

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Ideas into Action1. Build a website that gives consumers what they want.2. Encourage frequent visits and registration by making

offers that generate immediate response.3. Capture interested people and connect with them.4. Focus your time and attention on the highly motivated.5. There is no such thing as a bad inquiry, just inquiries that

aren’t followed up.6. Don’t capture inquiries if you can’t address them.7. Use automated systems to capture inquiries. Focus more

time on cultivating and converting Internet leads.8. Remember: a lead is someone who is

able, ready, and willing to act now!

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Where can we learn more?1. KWRI Information Technology2. Technology Masterminds3. Mega Technology Camp4. Inman News Conference5. Twitter.com/benkinney

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