SHIFT: Catch
People in Your
Web
KW088

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

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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

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

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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 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!

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

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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

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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 Buyer
Visitors by Type 15% 85%
Visitors by 20% 3.25%
Registrations
Registrations to 5% 5%
Appointments

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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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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.

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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.

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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

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Internet Lead Conversion (continued)
Methods of Communication
2. Email
3. Direct Mail
4. Video Email
5. 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 sure
list 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 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?”

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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 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.”

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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 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!

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

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