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Build Your Sales Pipeline: Hot Lead Generation Hacks for Real Estate Agents

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This presentation includes the slides used in an original webinar for real estate agents on lead generation ideas for real estate agents in 2016 and beyond.

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Build Your Sales Pipeline: Hot Lead Generation Hacks for Real Estate Agents

  1. 1. www.melissazavala.com BUILD YOUR SALES PIPELINE: Hot Lead Generation Hacks for 2016 and Beyond
  2. 2. www.melissazavala.com Newsflash! Job Automation Threatens US Workforce Source: Frey & Osborne, 2014
  3. 3. www.melissazavala.com
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  5. 5. www.melissazavala.com What’s the Best Way to Generate Leads? YOU Must Provide Value
  6. 6. www.melissazavala.com Today’s Agenda: ü  Tactics for creating a lead generation master plan ü  Tips for implementing a lead flow program that doesn’t stop when you sleep ü  Simple strategies for maximizing online exposure and diversifying lead generation ü  Hot apps and tech tools that you can start using today ü  Ways to streamline your lead gen tasks and increase productivity ü  Thought-provoking questions that will leave you thinking about your own business ü  Questions + Answers
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  8. 8. www.melissazavala.com 3 Ways Agents Stay Relevant in a Changing World 1.  Manipulation 2.  Creativity 3.  Social Perception
  9. 9. www.melissazavala.com What Is a Lead? A lead is a person who shows interest and provides his or her contact information.
  10. 10. www.melissazavala.com Source: The 7 Levels of Communication / Maher The Communication Pyramid
  11. 11. www.melissazavala.comwww.melissazavala.com 6 Steps to Successful Lead Gen in 2016 & Beyond
  12. 12. www.melissazavala.com Step #1: Utilize Multiple Channels
  13. 13. YOUFacebook Twi,er Instagram Google+ Pinterest LinkedIn Blogs YouTube / Vimeo Review Sites Referral Sites Guest Blogs & Expert Quotes Pay-per- click
  14. 14. www.melissazavala.com Select Your Channels Considerations: •  Demographic •  Posting Time (if online) •  Advertising or marketing schedule
  15. 15. www.melissazavala.com Source: Quick Sprout
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  17. 17. www.melissazavala.com Question #1 •  Which channels do I currently use to generate leads? •  Which channels will I use in the future?
  18. 18. www.melissazavala.com Step #2: Work Multiple Target Markets
  19. 19. YOU Neighborhood Farm Sphere of Influence Referral Database First Time Buyers Divorce Probate Empty Nesters Short Sales/ REOs Expired/FSBO 1031 Exchange And Much, Much More
  20. 20. www.melissazavala.com Current Lead Gen Trends •  Seller Lead Capture Sites •  PPC Sites (CINC, TigerLeads) •  ISAs and Dialers •  Big Data •  Expireds •  FSBOs
  21. 21. www.melissazavala.com Question #2 •  Which markets do I currently target? •  Which markets will I target in the future?
  22. 22. www.melissazavala.com Step #3: Develop a Content Strategy
  23. 23. www.melissazavala.com Make a long-term plan for each individual target market
  24. 24. www.melissazavala.com Identify Your Target Markets
  25. 25. www.melissazavala.com 
 Consider this: “What’s in it for me?”
  26. 26. www.melissazavala.com Plan Your Lead Generation Activities for each Target Market
  27. 27. www.melissazavala.com Benefits vs. Features •  Money Saved •  Money Earned •  Time Saved •  Increased Visibility •  Convenience •  Immediacy •  Customization •  Exclusivity
  28. 28. www.melissazavala.com Items of Value •  Booklets •  Reports •  List of “Deals” •  Free Photos •  Free Video •  Gift Card
  29. 29. www.melissazavala.com Question #3 •  What items of value can I offer each target market?
  30. 30. www.melissazavala.com Use Magnetic Headlines •  The Truth About… •  What Everyone Ought to Know About… •  5 Sure-fire Ways to… •  Spicy… (See Copyblogger or Coschedule)
  31. 31. www.melissazavala.com Remember a Strong Call to Action •  Call Today! •  Get Yours Now! •  Register Now! •  Offer Expires Tomorrow! •  Reserve Your Spot Now!
  32. 32. www.melissazavala.comwww.melissazavala.com Tips & Tools to Help with Items of Value: ü  Infographics ü  Videos ü  Keeping Current Matters ü  State Association Website ü Word Templates ü Canva ü Fiverr ü Virtual Assistant
  33. 33. www.melissazavala.com Step #4: Cross-Promote
  34. 34. www.melissazavala.com •  Promote your channels on other channels •  Social-sharing buttons increase click through rates by 150%
  35. 35. www.melissazavala.com The Cross-Promotion Cycle Prospect Sees Item of Value on One of Multiple Channels Prospect Visits Landing Page Where Item Is Offered and Signs Up Prospect Receives Item Prospect’s Email Is Added to a List Prospect Receives Auto-Generated Emails
  36. 36. www.melissazavala.com Question #4 •  What cross-promotional channels or methods will I employ for each item of value?
  37. 37. www.melissazavala.comwww.melissazavala.com Tools to Help You Succeed: ü  Leadpages ü  Mailchimp ü  Constant Contact ü  Home Value Leads ü Bold Leads ü Infusionsoft ü Autoresponders
  38. 38. www.melissazavala.com Step #5: Develop a Regimented System
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  40. 40. www.melissazavala.com Always Focus on Process Over Outcome
  41. 41. www.melissazavala.com Develop a System that Works for You Saturday Marketing Tasks ■ _____________________________ ■ _____________________________ ■ _____________________________ ■ _____________________________ ■ _____________________________ ■ _____________________________ Notes:_______________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ TIME APPOINTMENTS HIGHLIGHT OF THE DAY EXPENSES Gas:___________________ Meals:___________________ Mileage:___________________ Other:___________________ ___________________ Prospecting Tasks ■ ____________________________ ■ ____________________________ ■ ____________________________ ■ ____________________________ ■ ____________________________ ■ ____________________________ live and learn A value proposition is a major factor in determining whether people will bother reading about your services.Work with a partner to develop your value proposition.
  42. 42. www.melissazavala.com You need to work “on” your business and “in” your business
  43. 43. www.melissazavala.com Calendar Lead Gen Activities Work on your business everyday: •  Write blog posts •  Make videos •  Post to social media sites •  Mail postcards •  Schedule door drops
  44. 44. www.melissazavala.com Increase Efficiency with Tools like Hootsuite (and Buffer)
  45. 45. www.melissazavala.com Question #5 •  What specific time of the day or the week will I allocate to my lead generation activities?
  46. 46. www.melissazavala.comwww.melissazavala.com Tools to Help You Succeed: ü Hootsuite ü Buffer ü Sunrise Calendar ü Todoist ü Wordpress (scheduling) ü Wunderlist ü CRMs
  47. 47. www.melissazavala.com Step #6: Track Results
  48. 48. www.melissazavala.com •  Collect data •  Use social media monitoring (or Google Analytics) •  Only 45% of marketing CEOs actually know their results
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  50. 50. www.melissazavala.com Question #6 •  How do I currently track my results? •  How can I track my results better in the future?
  51. 51. www.melissazavala.com Monitor Search Engine Optimization (SEO)
  52. 52. www.melissazavala.com •  4 billion online searches per day •  75% of users only look at the first few results •  10.3 billion Google searches monthly
  53. 53. www.melissazavala.com Get on Google+
  54. 54. www.melissazavala.com Get on YouTube
  55. 55. www.melissazavala.com Consider the Long Tail
  56. 56. www.melissazavala.com To Review… •  Your Lead Generation and Marketing System Must… •  Sell benefits not features •  Offer something of value •  Capture leads in a systematized manner •  Demonstrate your ability to navigate •  Demonstrate your uniqueness •  Demonstrate your ability to enhance a person’s experience through social connections
  57. 57. www.melissazavala.com 1.  What is my target market? 2.  What am I going to send that is going to provide value to my target market? 3.  By what means am I going to provide my value item(s)? 4.  How often will I communicate? 5.  How will I cross-promote? Ask yourself those questions for each target market you add to your marketing and prospecting plans. 4 Considerations for Each Target Market
  58. 58. www.melissazavala.com Calendar everything right now!
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  60. 60. www.melissazavala.com 3 Ways Agents Stay Relevant in a Changing World 1.  Manipulation 2.  Creativity 3.  Social Perception
  61. 61. www.melissazavala.com Question #7 •  How is what I offer unique? What sets me apart from the agents around me?
  62. 62. www.melissazavala.com A good lead generation system equals…
  63. 63. www.melissazavala.com Questions?
  64. 64. www.melissazavala.com
  65. 65. www.melissazavala.com Find more upcoming webinars at http://www.melissazavala.com/speaking Thank you for attending!

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