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E Leads


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Angela Rose Presentation at February\'s Agent Workshops in Tennessee

Published in: Business, Economy & Finance
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E Leads

  1. 1. Internet Leads<br />Managing and Responding to Internet Leads<br />
  2. 2. Objectives<br />As a result of today’s session, you will learn to:<br />Understand the Internet Buyer<br />Build rapport with online consumers<br />Capture online buyer and seller opportunities<br />Increase your potential for generating MORE business!<br />
  3. 3. The Web has changed the way we communicate<br />The Internet has replaced the yellow pages. Not responding to email compares to not returning a potential business propect’s phone call!<br />According to NAR …<br />90 percent of home buyers used the Internet in their search*<br />36 percent of buyers found their home online*<br />60 percent of buyers were likely to walk through homes they’d viewed online*<br />*NAR Profile of Home Buyers and Sellers Report 2009<br />
  4. 4. Today’s REALTOR® is Evolving …<br />According to the NAR Technology Survey …<br />84% of REALTORS® are using social networking or plan to in the future<br />58% of REALTORS® have a website<br />These numbers are increasing!<br />What changes are you planning to make in the way you do business to adapt to today’s consumers and stay competitive?<br />
  5. 5. Internet Leads Are Not Going Away!<br />The greatest challenge is developing rapport with your Internet leads.<br />Much different than developing rapport over the phone. <br />Don’t be surprised if you find yourself competing for the attention online customer<br />Your follow-up techniques must be light years ahead of your competition!<br />
  6. 6. Lead Tracking Is Important to Your Business<br />National Statistics<br /><ul><li>50% of Internet leads never get a response
  7. 7. Average response time is 54 hours!
  8. 8. eConsumer has a 15 minute patience level
  9. 9. For every email you receive, consumer has emailed 5 others
  10. 10. 50% of eBuyers need 12-24 months of incubation (care and feeding)
  11. 11. 70% of consumers work with first agent to respond (NAR stats)
  12. 12. 80% of home buyers use the Internet to find a home and a real estate professional to represent them </li></li></ul><li>NAR Statistics<br />Email inquiries sometimes take several days to respond<br />Email inquiries need to be responded to immediately, especially in the age of Smart Phones, Facebook and Twitter<br />Today’s consumer wants real time results, that allows them to be in control<br />You have to make them want to give you MORE information<br />
  13. 13. Rules for Following Up<br />Follow-up fast: The first person to get back to the consumer is the most likely to win their business. Put a person and a process and place to follow up on email and Internet leads.<br />Communicate use with the medium they chose to initiate communication. Ask before you move to different type<br />Make it personal and relevant ask clarifying Questions<br />Invite for a visit on phone or virtual<br />Establish urgency Always discuss Now<br />
  14. 14. Solve NOT Sell<br />Listen carefully to their situation without selling<br />Find out who is Purchaser is <br />Establish a relationship with the inquirer<br />Find out the real issues behind the request for information<br />Prioritize the interests, then do your homework<br />Provide a date/time they will hear back from you<br />Ask if you can call them to discuss<br />What is the Hook: Home/ Area/ Amenities<br />
  15. 15. Characteristics of Internet Buyers<br />1%<br />9%<br />9%<br />61%<br />20%<br /><ul><li>Median Age = 37
  16. 16. Median Income = $75,500
  17. 17. Average Length of Search = 12 weeks</li></ul>NAR Profile of Home Buyers and Sellers Report 2009<br />
  18. 18. Some Say “E-leads are not real Leads…<br />Online Leads are bogus, they’re just not serious<br />Merely requests for information<br />You’re just simply providing information to the consumer without receiving anything back for your time<br />Online consumers are disloyal<br />It’s a one-way communication<br />
  19. 19. Loyalty Can Be a Problem<br /> Are you at the mercy of search engines???<br />There are many REALTOR® websites available, people do have options<br />Building a website that ranks well in the search engines is worth the effort.<br />Optimizing your website is an ongoing process, be prepared to invest time and money.. Check out C21 Websites<br />There are a lot of tire kickers or people who want free information that can waste a lot of your time. Identify them quickly and move on … get a talk track together.<br />Take this FREE class: “Search Engine Optimization: Solutions for Real Estate Pros” <br />
  20. 20. Communicaton is all that is needed<br />Sales is now a complex process<br />Communication has taken on many forms email text fb<br />It takes time and involves strategy and occurs in multiple stages <br />Need to identify the consumer’s time framefor buying or selling<br />Responses should not be vague, ie. “call me if you need anything … “<br />View eCommunications as a relationship building tool<br />
  21. 21. What is the time frame for ACTION?<br />One of the FIRST things you need to determine is what their time frame is.<br />
  22. 22. Process of an Internet Lead / Buyer /Seller<br />Intro Idea Stage<br />Research Gathering Stage<br />Filter sifting thru all the info<br />Focus Look for clarity (Agent) (Brand)<br />Find Ready for you… <br />This process could be 18 to 24 months<br />
  23. 23. What is the definition of Lead Incubation?<br />What does it mean to “incubate” a lead? What is the value in doing this?<br />
  24. 24. Leads need to be incubated<br />Automated response advertising is not “incubating”<br />Many agents interpret consumer inquiries as an opportunity to SELL (versus SOLVE) look for the reason..<br />Just because a consumer is receiving computerized alerts does not mean you are building a relationship<br />Consumers can already get MORE information than they truly want they want some one to govern the flow..<br />
  25. 25. Incubation is not a new concept<br />Most leads, whether they be walk-in, call-in or arrive via the Internet will not act for at least 30 days, they need to “massaged”<br />Branded messages, such as the eCampaign tools were created for this purpose<br />Allow people to get to know you. Let them know you are on Facebook and LinkedIn<br />Practice building relationships. This is a very valuable skill!<br />
  26. 26. Lead Communication Flow<br />In-person meeting<br />“A” Lead30 – 60 days<br />Immediately<br />Categorize the Lead<br />Every 2 to 3 weeks, vary the method<br />Regular follow-up<br />“B” Lead60 – 90 Days<br />Internet Lead<br />Request their time frame first and foremost<br />“C” Lead90 days or More<br />Email and mail communication every 30 days<br />Drip Campaign<br />
  27. 27. Build a Strategy for Each Category<br />Invite to chat by phone or meet in-person. Add to CMS. Have them complete Buyer Needs Wishes Worksheet<br />“A” Lead30 – 60 days<br />Add to CMS. Contact 2 to 3 weeks. Call once per month to check in. Send post cards and add to eCommunications distribution list.<br />“B” Lead60 – 90 Days<br />Email and mail communication every 30 days. Call every other month to check-in. Ask for referrals.<br />“C” Lead90 days or More<br />
  28. 28. Some Strategies to Use …<br />Treat ALL leads equally<br />Speed - respond timely and prioritize<br />Convey urgency<br />Solve vs. SELL<br />THEN SELL what they TELL YOU they really need<br />Listen and observe what they are telling you<br />Find out who the decision maker is without offending<br />Learn as much as possible about their situation<br />Identify any knowledge gaps<br />Use a CMS to keep track of communication<br />
  29. 29. Communication for Engagement Checklist<br /> Assess your current strategy. Does your communication …<br /><ul><li>Respond quickly to inquiries
  30. 30. Reflect a desire and willingness to build a relationship
  31. 31. Demonstrate your market knowledge and expertise
  32. 32. Provide information that is relevant
  33. 33. Convey to the customer that they are in control
  34. 34. Inspire trust and reflect your personality
  35. 35. Do you tell all upfront or do you leave them wanting more</li></li></ul><li>Some Agents have said…..<br />I don’t know what to say or write…<br />I don’t Write/Spell well<br />I have a hard time expressing myself<br />I really don’t receive email leads<br />I don’t have a Smart Phone<br />I’m too busy….<br />Excuses…<br />
  36. 36. Don’t sweat it you just have to be good at responding<br />CLS Library – Scripts area<br />Write your own scripts and have someone critique<br />Start building your own communication Library<br />It needs to be friendly, but at the same time brief<br />Check out the eCampaign tools!<br />Use Spell Check! – ALWAYS!<br />Read more books, magazines, publications, blogs<br />Ask for help from someone who is!<br />
  37. 37. Are You Using these eMarketing Tools?<br />My Contacts area<br />Segmentation<br />eCampaign Tools<br />Tracking Reports<br />Relevant content and communication<br />Offers that engage and bring consumers back<br />“ It is all about gaining confidence and trust”<br />
  38. 38. Closing Thought …<br />If someone has taken the time to ask for your help, BUILD the relationship, ASK for their business and SEAL THE DEAL!<br />
  39. 39. Action Items<br />Develop an online Plan for responding to and managing Internet leads.<br /> C21 Tools: Build rapport <br />CRM: Capture the online buyer and seller<br />Incubation: remember 18 to 24 months <br />Seek to assist not sell… That will come<br />Take a CLS class: Increase your income and generate MORE business! <br />
  40. 40. Thank You<br />