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

SHIFT: Catch People in Your Web KW088

2 Presenter Ben Kinney Home4investment Real Estate Team 1. Bellingham, WA 2. Agent

3 SHIFT: Catch People in Your Web: Internet Lead Capture and Conversion Main Ideas 2. The Internet’s role in Real Estate 3. Generating Traffic to your Site 4. Capturing Leads Online 5. Internet Lead Conversion Systems A copy of this presentation is available for download at www.kellerwilliamsuniversity.com

4 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.

5 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.

6 Internet Lead Generation Model Convert the Leads Generate Traffic Capture the Leads

7 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

8 Realtor.com Five Year Traffic

9 Major Brokerages Five Year Traffic

10 What Happened?

12 Sources of WebsiteTraffic Understanding Real Estate •If you haven’t figured Website out your real estate Traffic website traffic model then your not ready to invest in a website. •It’s like having a business card that you never hand out!

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

14 Organic Website Traffic (continued) •Blogs are normally free, simple to use, and one of the fastest ways to generate organic traffic.

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

16 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.

17 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 Recommended - Sources and for leads. Adwords.com Adcenter.microsoft.com Searchmarketing.yahoo.com

18 Paid Advertising for Traffic (continued)

19 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.”

20 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

21 Capturing Buyer and Seller Leads (continued) Internet Lead Capture Model •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.

22 Capturing Buyer and Seller Leads (continued) Capture Registration Forms—Minimum Requirements a. Name b. Email c. Phone Optional Items a. Location b. Price Range c. Working with an Agent

23 Lead Capture Strategies

24 Lead Capture Strategies (Continued)

25 Lead Capture Strategies (continued)

28 Lead Capture Strategies (continued) Internet Conversion Rates—Baseline Category Seller Buyer Visitors by Type 15% 85% Visitors by 20% 3.25% Registrations Registrations to 5% 5% Appointments

29 Lead Capture Strategies (continued) Internet Conversion Rates—Baseline “Numbers that are tracked and reviewed typically get better.” Dave Jenks

30 st failures result from not working the system long enough or working it incorrectly. Lead conversion is about filling your pipeline with buyers that will b 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.

31 net lead provides just a name and email address - Your goal with every contact is to gather one more piece of information until you know enoug Internet Lead Conversion (continued) •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.

32 Internet Lead Conversion (continued) “10 Days of Pain” Internet Lead Conversion Method is a High Touch Aggressive Tool Used to: 2. Identify motivation levels of prospects 3. Gather additional contact information 4. Convert leads into appointments

33 Internet Lead Conversion (continued) Methods of Communication 2. Email 3. Direct Mail 4. Video Email 5. Phone Calls

34 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.)

35 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 sure list of properties or link to properties are toward the top of the email.

36 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.

37 Internet Lead Conversion - Day 4  Email free CMA offer or relocation package offer.  Attach just listed properties to CMA/RELOCATION email.

38 Internet Lead Conversion - Day 5  Price reduced email with just reduced properties attached.

39 Internet Lead Conversion - Day 6  No contact for one day during the ten day period; can be any day after day two.

40 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.

41 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.

42 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.

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

44 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.

45 Lead Conversion - Power Emails Foreclosure 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?”

46 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?”

47 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?”

48 Lead Conversion - Power Calls Introduction 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.”

49 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.”

50 Ideas into Action 1. 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!

51 Where can we learn more? 1. KWRI Information Technology 2. Technology Masterminds 3. Mega Technology Camp 4. Inman News Conference 5. Twitter.com/benkinney

Thanks for Being Here! Don’t forget to complete your evaluation! KW088

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

by Keller Williams Careers on Jul 19, 2009

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