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www.melissazavala.com
BUILD YOUR SALES PIPELINE:
Hot Lead Generation Hacks
for 2016 and Beyond
www.melissazavala.com
Newsflash! Job Automation
Threatens US Workforce
Source: Frey & Osborne, 2014
www.melissazavala.com
www.melissazavala.com
www.melissazavala.com
What’s the Best Way to Generate Leads?
YOU Must
Provide Value
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
www.melissazavala.com
www.melissazavala.com
3 Ways Agents Stay Relevant
in a Changing World
1.  Manipulation
2.  Creativity
3.  Social Perception
www.melissazavala.com
What Is a Lead?
A lead is a
person who
shows interest
and provides his
or her contact
information.
www.melissazavala.com Source: The 7 Levels of Communication / Maher
The Communication Pyramid
www.melissazavala.comwww.melissazavala.com
6 Steps to
Successful Lead Gen
in 2016 & Beyond
www.melissazavala.com
Step #1: Utilize Multiple Channels
YOUFacebook	
Twi,er	
Instagram	
Google+	
Pinterest	
LinkedIn	 Blogs	
YouTube	/	
Vimeo	
Review	
Sites	
Referral	
Sites	
Guest	Blogs	
&	Expert	
Quotes	
Pay-per-
click
www.melissazavala.com
Select Your Channels
Considerations:
•  Demographic
•  Posting Time
(if online)
•  Advertising or
marketing schedule
www.melissazavala.com
Source: Quick Sprout
www.melissazavala.com
www.melissazavala.com
Question #1
•  Which channels do I
currently use to
generate leads?
•  Which channels will I
use in the future?
www.melissazavala.com
Step #2: Work Multiple
Target Markets
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
www.melissazavala.com
Current Lead Gen Trends
•  Seller Lead Capture
Sites
•  PPC Sites (CINC,
TigerLeads)
•  ISAs and Dialers
•  Big Data
•  Expireds
•  FSBOs
www.melissazavala.com
Question #2
•  Which markets do I
currently target?
•  Which markets will I
target in the future?
www.melissazavala.com
Step #3: Develop a Content Strategy
www.melissazavala.com
Make a long-term plan for each
individual target market
www.melissazavala.com
Identify Your Target Markets
www.melissazavala.com


Consider this: “What’s in it for me?”
www.melissazavala.com
Plan Your Lead Generation Activities for
each Target Market
www.melissazavala.com
Benefits vs. Features
•  Money Saved
•  Money Earned
•  Time Saved
•  Increased Visibility
•  Convenience
•  Immediacy
•  Customization
•  Exclusivity
www.melissazavala.com
Items of Value
•  Booklets
•  Reports
•  List of “Deals”
•  Free Photos
•  Free Video
•  Gift Card
www.melissazavala.com
Question #3
•  What items of value can
I offer each target
market?
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)
www.melissazavala.com
Remember a Strong Call to Action
•  Call Today!
•  Get Yours Now!
•  Register Now!
•  Offer Expires
Tomorrow!
•  Reserve Your Spot Now!
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
www.melissazavala.com
Step #4: Cross-Promote
www.melissazavala.com
•  Promote your channels on other channels
•  Social-sharing buttons increase click
through rates by 150%
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
www.melissazavala.com
Question #4
•  What cross-promotional
channels or methods
will I employ for each
item of value?
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
www.melissazavala.com
Step #5:
Develop a Regimented System
www.melissazavala.com
www.melissazavala.com
Always Focus on Process Over Outcome
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.
www.melissazavala.com
You need to work “on” your business
and “in” your business
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
www.melissazavala.com
Increase Efficiency with Tools like
Hootsuite (and Buffer)
www.melissazavala.com
Question #5
•  What specific time of the
day or the week will I
allocate to my lead
generation activities?
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
www.melissazavala.com
Step #6: Track Results
www.melissazavala.com
•  Collect data
•  Use social media
monitoring (or Google
Analytics)
•  Only 45% of
marketing CEOs
actually know their
results
www.melissazavala.com
www.melissazavala.com
Question #6
•  How do I currently track
my results?
•  How can I track my
results better in the
future?
www.melissazavala.com
Monitor Search Engine Optimization (SEO)
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
www.melissazavala.com
Get on Google+
www.melissazavala.com
Get on YouTube
www.melissazavala.com
Consider the Long Tail
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
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
www.melissazavala.com
Calendar
everything
right now!
www.melissazavala.com
www.melissazavala.com
3 Ways Agents Stay Relevant
in a Changing World
1.  Manipulation
2.  Creativity
3.  Social Perception
www.melissazavala.com
Question #7
•  How is what I offer
unique? What sets me
apart from the agents
around me?
www.melissazavala.com
A good lead generation system equals…
www.melissazavala.com
Questions?
www.melissazavala.com
www.melissazavala.com
Find more upcoming webinars at http://www.melissazavala.com/speaking
Thank you for attending!

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