Thomas & Sally Cook – Toronto Growing Your Business Online… How To Capture AND Retain Buyer.

Thomas & Sally Cook – Toronto

www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com

Growing Your Business Online…

How To Capture AND Retain Buyer And Seller Leads On The InternetThomas

CookThomas

Cook



Today We’re Going To Talk About…

• Building big LISTS - How to attract lots of buyer and seller leads online

• An Overview - Converting those leads to actual sales

• Being accountable to yourself for the results – conversations, appointments & sales

• Marketing for sellers – how to differentiate yourself from all the other agents



Download Today’s Presentation PLUS Lots Of Our

Team Procedures, Presentations + Checklists

www.UltimateTeamTraining.com/Turkey



We Call It The ‘Before’ Business• Concept of ‘fishing upstream’ – benefits• Easier to attract buyers than sellers – why?• Attracting buyers… seminars, Pay-Per-Click on

Google and Facebook, drip emails to your list with autoresponders, eFYI electronic newsletters, Stealth sites (squeeze pages), blogs

• Attracting sellers… neighbourhood postcard campaigns, Success client follow-up



Research Neighbourhoods

Set Up A Stealth Site with Autoresponder

(Aweber or GetResponse)

Master Lead Conversion & Objection Handling

Scripts

Advertise On Google Follow Up On Leads By

Phone + Email

Set Up A Tour Of Homes OR First Buyer Meeting

Arrange To Do Market

Experience Tours

NOW They’re Ready To Buy –

Do A FULL Buyer Consultation

Show Homes & Negotiate Offer

8 Steps To The Sale



Imagine You Could Sign A ‘Loyalty’ Contract With The Buyer• In Canada, Buyer Agency became law in 1995

– just 16 years ago• Sally and I made up our own contract 3 years

before that• You can too !!(copy of ours provided with the Downloads)



3 Steps To Getting Face-To-FaceTHE Ultimate goal – build as large a list as possible•Select a target market – as narrow as possible•Compel people to contact you• Create a ‘Stealth Site’ for EACH specific market• Collect additional lead info from an auto-filled ‘Thank

You’ page•Educate and motivate people to meet you personally• Prove you are the expert AND have their best

interests at heart• Be a master of scripts, asking questions AND objection

handling



Creating A Stealth Site• Keep it VERY targeted – the narrower the better

LibertyVillageCondoList.com• Initially only ask for name, email and optional

phone #• On the 2nd page, can ask for more info

LibertyVillageCondoList.com/thankyou.asp• Send the leads into an autoresponder which

automatically emails the list to the buyer• Keep each site simple, direct and targeted to only

ONE niche market



Creating A Stealth Site – Plan A• Hire RealProSystems.com – they create your

main website PLUS stealth sites PLUS provide the online database to manage your leads

[email protected]



Creating A Stealth Site – Plan BDo-It-Yourself

• Hire BlueHost.com to host your new stealth site for $4/month

• Select a site design from TemplateSold.com for $60/year

• Set up an auto-responder at Aweber.com for $19 per month

• Hire a virtual assistant to install your new site and insert the correct information



Marketing Your Stealth Site• Keep your marketing targeted to who you want to

attract – ONLY market where those people are likely to see it!

• Pay-per-click lead generation on Google, Facebook and/or Yahoo– Must have a ‘lead capture’ stealth site to collect email

addresses or your money is wasted• Test various keywords – Google Adwords• Monitor traffic – watch how much money you’re

spending daily, weekly and monthly



Keep The Neighbourhood Lists Of Homes For Sale Updated Monthly• You’ve promised them the list so you need to

deliver on your promise bi-weekly or monthly• Do a ‘Condos For Sale As Of October 2011’

list, PDF it and post to your website like… www.CondoLivingDowntownToronto.com/ Downtown-Toronto-Condo-Activity-List

• Email them bi-weekly or monthly with a link to the list AND include various calls-to-action

http://www.condolivingdowntowntoronto.com/



Your Stealth Site Worked – You Got A Lead• Lead information goes into your auto-

responder• An email with the ‘Liberty Village’ condo list

link is automatically sent to the lead• YOU are also sent an email notifying you that

a new lead has arrived• Call or email them immediately



Now You Contact Them• Download and use the ‘Team Internet Lead

Conversion Scripts’• Memorize some of the ‘One Liner Openers to

Start Email or Phone Conversations’• Ask lots of questions – become their real

estate consultant and advisor – show you care• Your GOAL – Set up a First Buyer Meeting

appointment as soon as possible



First Buyer MeetingGOAL – build trust & rapport AND get a buyer contract signed for 12 months•Use the First Buyer Meeting PowerPoint presentation•Get the buyer contract signed•Set up a Market Experience Tour within the next 1-2 weeks•Follow Up – Follow Up – Follow Up



Our Team Buyer Agent Slogan

Conversations lead to=> Consultations lead to=> Showings lead to=> Negotiations and OffersBut… it all starts with phone or email conversations !!!



Track Your Follow-Up Results• Be accountable to yourself OR a friend• Daily Activity Tracking form• Twice-per-week Success Tracking form• Benefit – you can see what you’re doing AND

not doing – your accountability partner can review and coach to help improve results

• Consequence of not turning in all forms as required – SET A PENALTY FOR YOURSELF

You’re paying for the leads – you

need to be accountable !

Fill these in daily to keep yourself aware of how

you’re spending your time AND

what results you’re getting

Monday & Thursday Activity Tracking FormTracks different activities than the daily one – I use this to compare ‘activities to sales’ results and it allows you to see how effective you are being every week



Selecting WHO To Work With• Must avoid being a ‘sales person’ – imagine

when you walk into a clothing store• Work ONLY with 5-Star Prospects• Friendly and cooperative• Willing to engage in a dialogue• Know what they want• Planning to buy in 6-12 months• Want us to help them !!



Why It’s A Long-Term Commitment

• Use 20-50-30 rule PLUS 50-15-85 rule to prioritize who to work with

• Autoresponder needs to have drip emails programmed to go out for at least 2 years

• Use short ‘conversation’ emails to connect and bond – just like at a party



Short Email ExampleGokhan,

I was just organizing my schedule today...

Would you like to look at any homes in the next few weeks?

ThomasONLY GOAL => To get a back-and-forth

conversation started !!



Time To Have A Buyer Consultation• Now that they’re serious about buying…• Sally will review this process in her

presentation• Help them to buy a home – and become a

‘SUCCESS’ client• Launch a “Plan” to follow-up between offer

acceptance and getting the keys• Launch a “Plan” to continue to follow-up for

next 10+ years



Attracting Seller LeadsUltimate goal – build as large a seller list as possible•Define your target neighbourhood or individual condo building•Choose based on ‘turn-over rate’ of 6-10% or more•Create a ‘Stealth Site’ for that specific market•Monitor your conversion of those leads



Creating A Listing Stealth Site• Keep it simple and VERY targeted like

TorontoCondoMarketReport.com• First report is printed and mailed• Subsequent reports are emailed monthly with

links to the PDF report based on the neighbourhood – set up a blog site like LivingInCityPlace.ca to host the monthly report for each neighbourhood/condo building

Every month we update the PDF report on the website and send an email link to all the subscribers (condo sellers in CityPlace) to go and download it



Marketing Your Listing Stealth Site

• Postcard campaign to neighbourhoods or specific condo buildings

• Postcards customized for specific area OR more general and delivered to several areas at the same time

• Drive traffic to the stealth site – seller picks their neighbourhood/condo building from the list and submits their report request



Condo Report Postcard



Seller Lead Generation Program

• Provides a complete set of postcards and follow-up emails to generate seller leads from a targeted neighbourhood

www.GettingListings.com/EuropeAgents



4 Seller Loyalty Builders• Deliver a ‘Pre-List Package’ to the seller

BEFORE meeting with them• Do a ‘Room-By-Room Review’ to help the

seller stage their home – quicker sale AND maximize the selling price

• Create an excellent ‘Seller Marketing Program’ that’s better than your competition

• Use a PowerPoint Listing Presentation to differentiate yourself from competition



The First Showing Is Now OnlineSix Ways Our Listing Marketing Campaign Is Better•Digital photos•Digital and PDF floor plans of the home•HD video of the interior, exterior and neighbourhood with wide-angle lens•6-page colour feature sheet•Best website marketing of the home•Online ads – use Craigslist or equivalent

We Offer 2 Marketing

PlansFull Service Plan = 5%

No Frills Plan = 4.35%

In both cases, 2.5% is paid to the agent who brings the buyer

The NO FRILLS Plan

Offers fewer services than the Full Service Plan

It’s basically the same service that most other agents provide but for a lower commission



Communicate With The Seller• Use a Listing Checklist at your meeting to

ensure the seller is knowledgeable about what to expect once their home goes on the market

• Showing feedback www.HomeFeedback.com• Weekly or bi-weekly seller update calls• Email and blog market updates• Make sure seller knows your goal is to get

them the highest price AND that you’re different from all the other agent !!

Seller Checklist

After Signing

The Listing

Online Marketing Checklist

For Virtual Assistant



What If You’ve Got An Overpriced Listing?

• Suggest they do a “17-21 Day Test” where you monitor how many showings you’re getting

• Zero showings = overpriced by 6-8%• 1 showing every few days but NO offers =

overpriced by 4-6%• Several showings every day and an offer within

the 17-21 days = priced right• Pick the “X-Y Day Test” period that’s right for

your market and use it to set up a future price adjustment



Ask For A Video Testimonial



What People Are Saying About Us

• Post your ‘happy buyer/seller’ videos online• Set up your own YouTube channel like

TorontoCondos.TV or TorontoRealEstate.TV and upload videos

• Can set up a blog to showcase your testimonials WITH an intro story about the seller’s experience and circumstances WhatPeopleAreSayingAboutUs.com





Get Some Further Training• Learn how to create excellent results

with online video at EasyAgentVideoEurope.com

• How to get ALL the listings you want in any area GettingListings.com/EuropeAgents

* Build your referrals from past clients TheWorldsMostInterestingPostcard.com/EuropeAgents



How Do You Eat An Elephant?• Research… Pick a neighbourhood or condo

building where annual sales are typically 6%-10% of the total homes

• Create a ‘stealth site’ and set up an autoresponder account

• MORE research – build a ‘for sale’ list and/or a ‘sold’ list so you’ll have something to send

• Advertise on Google to grow your list• Create ongoing ‘drip email’ follow-ups



What Day Next Week Are You Starting?• Decide what neighbourhood or condo building

you’re going to start with first• Set a reasonable timetable to get it done• Progress… not perfection !

Speed of implementation is important• Remember… Ongoing training and mastery of

scripts and presentations is CRUCIAL to your success!!



Remember toDownload Today’s Presentation

PLUS Lots Of Our Team Procedures, Presentations + Checklists

www.UltimateTeamTraining.com/Turkey

Thomas & Sally Cook – Toronto Growing Your Business Online… How To Capture AND Retain Buyer.

Documents

thomas sally cook toronto

sale slide

downloads slide

internet thomas

niche market slide

buyer meeting

buyer consultation

buyer agency