Developing leads


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Developing leads

  1. 1. Developing Leads<br />Sales Meeting<br />January 19, 2011<br />
  2. 2. Video<br />Real Estate Conversation with Tom Ferry: <br />Lead Generation<br />
  3. 3. Be Proactive!<br />“Lead Triad”<br />3 sources of leads generate 15% of your commission revenue<br />Web Prospects, Expireds, FSBOs, orphan clients, REOs, farming, past client/sphere of influence categories<br />Review last 12 months of transaction sources<br />Do you have a lead triad?<br />Do you rely too much on one source?<br />
  4. 4. Look Close to Home<br />Family<br />Friends<br />Contacts<br />Acquantances<br />Most people prefer to give business to somebody they know!<br />Ask these people for referrals too!<br />
  5. 5. Get Out & Network!<br />Look for relevant trade shows! <br />Coming Up:<br />March 6, Home & Garden Expo (Qwest)<br />April 30, Health, Wellness & Fitness Expo (MAC)<br />October 12, Buy the Big O! Show (Qwest)<br />Neighborhood Association Meetings<br />Rent a booth at a local festival and collect business cards in a bowl<br />Give a talk at the local business hotel and invite people from the Chamber of Commerce to attend<br />Consider that social membership at the country club/golf course. <br />Don’t forget to network with fellow REALTORS as well.<br />
  6. 6. Sales Lead List<br />The RedX<br />Expired Listings from MLS<br />FSBO’s<br />Look for the ability to narrow your target as much as possible<br />Take time to develop relationships with the people on the list<br />
  7. 7. Vary Your Method of Contact<br />Today we have a greater variety of methods to reach a prospect than ever before.<br />Direct mail <br />Telephone (voice and text), e-mail, social networks, and still others.<br />Begin with method you excel at, then adjust for client<br />Use at least two means of communication before you determine the lead unreachable. <br />
  8. 8. Appointment Setting<br />An appointment is: any meeting that will positively impact your business<br />Sitting face-to-face with a motivated seller (listing presentation) <br />Working with a buyer who wants to buy <br />Previewing a motivated For Sale By Owner <br />A face-to-face meeting with a Past Client, a Center of Influence or anyone who can refer you business <br />How would your business be impacted if you went on at least one <br />great appointment each work day? <br />
  9. 9. 7 Techniques for Setting an Appointment a Day <br />Focus Daily on Setting Appointments<br />Create A Definition of an Appointment that Serves You<br />Affirm That You Set Appointments Daily<br />Carry Your Best Leads with You At All Times<br />Know Your Automatic Shot<br />Learn 5-7 Basic Closes to Improve Confidence<br />Be Unattached to How and Where Your Next Appointment Comes From<br />
  10. 10. Determine the Value<br />Use the internet to learn more about leads before you make contact<br />Always, Always make a minimum of 2 contacts before you disqualify a lead!<br />Prospects=Work<br />Don’t give up just because you feel it would involve too much effort! <br />NAR 2009 study on home buyers:<br />Nearly 70% of all buyers only interviewed with one person prior to determining who to work with. By making a phone call, you have a 70% chance of getting a new client!<br />
  11. 11. Categorize the Lead<br />The Friendship Trigger - Activates both trust and agreement through bonding on a social level<br />The Authority Trigger - Activates acceptance through expertise<br />The Consistency Trigger - Motivates consistency with past actions and repeat contacts. <br />Follow up!  Follow up!  Follow up!<br />The Reciprocity Trigger - You give, you receive. <br />Use the services and businesses that your clients own or work at...and they will do the same for you.<br />The Contrast Trigger - Side by side comparisons of options to make one more attractive than the other. <br />Listing presentations, Financing options, CMA, etc<br />The Reason Why Trigger - Emotional reasons to make decisions and actions. <br />The Hope Trigger - Instills positive expectations to help persuade one side of an argument.<br />
  12. 12. Follow Up<br />Goal: Book an appointment<br />Always ask for the appointment! The worst they can say is no.<br />Before calling back, consult a script that will help you identify their needs and motivation, and set up a face-to-face appointment.<br />Be helpful and nonthreatening!<br />Make a targeted offer that provides a benefit to them for very little work<br />"Would you like to receive a daily list of homes that match your criteria?" <br />"Great, if we can get together for about 15 minutes, I can listen to exactly what you're looking for so that we don't miss out on the perfect home. When is a good time to get together, days or evenings?"<br />
  13. 13. 6 Qualities Every Follow-Up System Needs<br />Organization<br />Originality<br /> Send a yearly card reminding:<br />The golfer about the day he shot a hole in one<br />The day the client’s daughter won at the school track meet<br />The date of the Kentucky Derby for a horse racing fan<br />Frequency <br /><ul><li>Surveys show that the most common reason people don’t stay loyal to agents is that they can’t remember their name. </li></ul>Timeliness <br />Consistency <br />Longevity <br /><ul><li>Take a long-range view of building referral business. Continue to send contacts information as long as their addresses remain valid.</li></li></ul><li>Bright Ideas:Keeping Customers for Life<br /> 1. Give a battery-operated smoke detector as a gift, then supply a new battery once a year as reason to follow up.<br />2. Build a special referral database of your area’s top 50 salespeople and develop a regular contact program with them. Once they know you, you can market your listings directly to them.<br />3. Print “Just Moved” postcards that have clients’ and customers’ old and new addresses, as well as your logo and contact information, as a closing gift. <br /> 4. If you see a local business for sale, follow up to see if the owner is also thinking of relocating and selling a home.<br /><br />
  14. 14. Promotional Marketing<br />Best Prospecting Giveaways<br />Slideshow<br />
  15. 15. Focus<br />Focus daily on…<br />Finding your next appointment<br />Going to another appointment <br />Servicing your clients<br />You have to make the decision that lead generation is a priority 12 months of the year <br />
  16. 16. Questions/Comments<br />