Building Your Business Pipelines From Internet to Commission Checks Jason M. Jakus, REALTOR Peak Performance Strategist, Consultant & Business Coach Leisure American Realty, LLC
Conversion (Commission Check) Fuel (SEO/PPC) Internet (Website) Lead Capture
Get Into The Mindset It is not about doing a hundred things, it is about doing 7 things 100 times better!! Be Open to new ideas Take notes This is an interactive presentation Build your strategy from today on Take action
Our Mindset VS. Our Buyers Mindset Build Business on Name Try to Be Everything to Everyone Buyers Want the Expert Buyers Want Access Buyers Want It Now Buyers Want what they Want
The TestA Review Of Agents Websites Had 20 Executives Review 30 Realtor websites in Fort Myers and Naples Asked them to look at websites (10 were given) and 20 though Google from their search Provided 40 questions for feedback on Survey Monkey Collected “common thread” feedback
A Review In Agents Websites Many of the realtor profile photos look like they were taken in the 70′s. Only 1 utilized Virtual Tours Only two sites were leveraging video. 90% of the listings had no more than four photos. Many of the photos were blurry. Photos did not highlight the positive benefits of the house. Basic descriptions didn’t exist on many listings.
A Review In Agents Websites Very few included any selling features such as if the home has a sunroom, den or pool. No real call to action on most realtor sites. Many sites had broken links. No content of real value for me, their audience and prospective buyers. Only one site included links to content about the community. None were leveraging social media or even invited me in a way that was noticeable to join their social platforms.
Tracking Progress We must TRACK everything we do If you can’t afford to track it you can’t afford to do it. Four Things To Track Return on Investment ($ 145,000 Revenue / $ 6,000 Exp. = ROI of 24 times) Conversion – (4000 clicks/231 signed up = 5.8% Spoke To Rate (100 Leads / 74 spoke to = 74% STR) Close Rate (100 listings Yr. / 34 closed = 34% CR)
Selecting a Powerful Domain Name What is in a Domain Name? Personal Branded URL Domain Unbranded URL Domain Location in Domain Name Make the Connection Between Domains
MLS Search New Listing Alerts Map View Property Info List View Virtual Tours Save Listings (Favorites) Schedule Showings, Make offer, More Info Email Social Media (Ability to SHARE)
Lead Capture Getting information for potential customers Capturing Buyer Leads Capturing Seller Leads Using “Squeeze Pages” Items of Value in Exchange Lead capture Forms
Content Management Must be EASY to add content Ability to Add pages Photo Galleries Videos (VERY CRITICAL) Flexible Widgets
Property Details Pages Featured Listings on Your Website Ability to directly pull from MLS is best The more photos the better Ability to add virtual tours Form to set up a showing appointment (lead)
Search-Friendly Site Maps Is a list of pages of a web site accessible to crawlers or users Google introduced Google Sitemaps so web developers can publish lists of links from across their sites. Make sure your website has one – Your developer should include it.
Social Media Include Social Media Facebook (BBQ) LinkedIn Twitter (Networking Event) YouTube (Video) Flicker (Pictures) Enable Add To Any Share info to Social Media
Blog Network Build a community resource that becomes a prospect magnet. Expand your sphere of influence online by creating a dialogue between willing participants Reinforce all of your drip marketing campaigns Improve your search engine placement and drive free traffic to your website
Hosting & Security Beef Up Your Passwords Know what kind of site you’re linking to Select a host that takes your security seriously Verify Data Back Up Protocol
Extras Foreclosure Information Packet Payment (Mortgage) Calculator Agent Contact Information (Vcard Export)
Selecting a Web Site Company 11 Tough Questions to Ask Is my website naturally optimized for search engines? (site mapping?) What SEO services do you offer? Is my website centrally hosted or can my website be easily hosted anywhere? Where are your developers located? What platform do you build your sites on? Do you support all major web browsers?
Selecting a Web Site Company 11 Tough Questions to Ask Who owns the intellectual property behind my website? Do you provide after sales support? Should I have Macromedia Flash on my website? Will my web site need ongoing maintenance? What secondary services do you offer? Consulting, Email marketing, social media solutions, product training (examples)
The TEN ingredients Made EASY Have web analytics in place at the start Include a site map page Do keyword research https://freekeywords.wordtracker.com/ Use a unique and relevant title and meta description on every page Create great, unique content
The TEN ingredients Made EASY Use social media marketing wisely Start a blog and participate with other related blogs Use your keywords as anchor text when linking internally Broaden your scope to include video, podcasts, news, social content and so forth Use keywords and keyword phrases appropriately
Maximizing Pay Per Click (PPC) Set a budget for the month, be smart with your PPC spend through bids Google Adwords – the dashboard of PPC Cost per thousand impressions (CPM) Cost per click (CPC) Click Through Rate (CTR) – response of ad Goal is 3% or higher Use the “Keyword Tool”
A few Tricks & Tips Mis-Spelled Words can pay off in bidding Bid “HIGH” on quality key words Use Specific Key Words to lower bid cost Measure ROI before getting professional help Use a catchy headline for your ad that will get people to click through – RELEVANCE Track your progress. How many clicks
Building Your Marketing Brand the types of services you offer how you position and package your services your marketing materials such as ads, websites, brochures, and newsletters how you present yourself in meetings how your staff treats clients through phone and email networking such as lunch, golf, or organizational events how you get referrals
Unique Selling Proposition who your target audience is what you will do for them why that is different from what others are offering why that solution matters to your target audience
Many agents receive leads; few have a system to convert them to buyers Have follow-up materials ready Customize your email and phone follow up to each lead Find out what they want Utilize a quality Customer Relations Manager Understand Your Strategy to Build the System
Responding to Leads Phone calls within 1 hr. Your Value Proposition Making it mobile Reply instantly by email Track lead quality and cost Incubate Leads
Create a professional follow-up package A cover letter / thank you letter recapping your initial contact Your resume, including professional accreditations such as REALTOR® Relevant reports, such as CMAs and Neighborhood Reports Sample marketing materials, including flyers and newsletters
Following Up On Aged Leads Did they buy or sell a home (or are they still in the process)? If so, ask them how it went and thank them for their time. If not, ask them if they are still interested, their time frame for moving, and what they have been waiting for (or what has been preventing them from moving)
No Such Thing as a Bad Lead Identify Buying Timeframe – Script Question Keep Incubating the Lead with drip mail with CRM Keep In Touch with All Leads Never throw out a lead – A lead is money! Again, Drip Marketing to keep contact with lead
Facebook Fan Page Set Up Increasing Your Circle of Influence Using iframe welcome pages with force like Auto-posting Solutions Content is King Weekly Schedule (in your free book) Over due it = UNLIKE