5 Secrets to Generate More Leads at Your Next Open House
•Download as PPT, PDF•
1 like•2,433 views
Dread open houses because it's two hours of your Sunday you can't get back? Learn the 5 secrets of generating more leads with your next open house. The 30-minute webcast will cover the hot search you need to use to quickly alert your top prospects. Plus, we'll cover script and marketing copy ideas and that's not all! • How to alert the neighbors around your just listed house • Unique ways to attract new prospects • How to capture prospect contact information including email addresses
Recommended
More Related Content
Similar to 5 Secrets to Generate More Leads at Your Next Open House
Similar to 5 Secrets to Generate More Leads at Your Next Open House (20)
More from Cole Information
More from Cole Information (20)
Recently uploaded
Recently uploaded (20)
5 Secrets to Generate More Leads at Your Next Open House
- 1. 5 Ways to Generate More Leads
- 2. Home Buyer Habits 12 weeks 10 homes Source: 2012 National Association of REALTORS® Profile of Home Buyers and Sellers
- 3. Home Buyer Habits By the Numbers • 90 Home Search Info Sources • Internet • 87 • Real estate agent • 53 • Yard sign • 45 • Open house • 27 • Newspaper ad Source: 2012 National Association of REALTORS® Profile of Home Buyers and Sellers
- 4. Session Framework • Current Housing snapshot • 5 ways to generate more leads • How Cole Realty Resource can help • Questions
- 5. Then and Now Cole Directory • Published in 1947 • “Blue Book” • Crisscross directory of addresses and phone numbers Invaluable information for a number of industries: • Telemarketing • Debt collection • Law enforcement Today, web-based lead generation for real estate agents
- 6. Features: • Webinars • Articles • Buddy’s Blog • Resources
- 8. Housing Snapshot Session Framework • Powerful, easy to use tool • Just Listed/Just Sold search • Virtually prospect from your desk • Approach & offer • Questions
- 9. 1) Invite Neighbors • Builds relationships • Motivates • Spurs conversations • They know people 9
- 10. Neighborhood Search • Google Maps™ technology • Accurate information • Easy to use 10
- 11. 2) Generate Buzz A few weeks before: – Email contacts – Make friends with the Homeowner’s Association – Open house signs 11
- 13. Combined with Tried & True Tactics 13
- 14. Marketing 101 • Telemarketing • Postcards – 80% effective and keeps you top of mind. • eNewsletters – Provide updates on home sales, industry news, decorating and season/decorating information. 14
- 15. Up-to-Date MKTG List • List decay 2% each month – 45 million American’s move each year – 48 million people switch jobs – Human data entry error 15
- 16. Effective Copy Elements • • • • • • • Clear and concise headline Graphic supports headline Colors that pop Benefits Offer Clear call to action Contact information 16
- 18. 18
- 19. Copy Tips • Ask yourself: – Is the message I want to convey immediately obvious? – Does this message resonate with my target market? – Are the benefits or features of my product/service highlighted? – Is my offer something prospects can’t refuse? – Is my call-to-action easy and direct with clear contact information? 19
- 21. Cold Calling Success • Number’s Game • First 10-seconds count! • Focus on “local” in your introduction • Use your best inflection and tone • You’re calling to advise and consult, not sell • Time & day matter 21
- 22. 3) Encourage a Showing • Ask for RSVPs – Send out reminders a few days beforehand – Call them! • Give something away • Create a virtual walk through – Show common areas, leave a secret to be learned at the open house 22
- 23. Virtual Walk-Through Videos should be: •Interesting •Short •How to •Testimonial •National ads 23
- 24. Incorporate Video Try Instragram video: •:15 max •13 filters •Edit capabilities during filming 24
- 25. 4) Create Curb Appeal • Outside: – Mow, trim, straighten, balloons, banners, luxurious cars, bounce house • Inside: – Stage the home, eliminate clutter, personal pictures 25
- 26. 4) Create Curb Appeal • Music • Refreshments – Wine and cheese – Beer and pretzels – Punch and cookies • Up the WOW factor 26
- 27. 27
- 28. 5) Timely Follow Up • Takes 42 hours for follow up • 1.63 call back attempts • 50% never called/emailed • Best practice: 6-9 call back attempts Source: Insidesales.com/responseaudit 28
- 29. Track & Measure Once again, track and measure
- 30. • You know: • • • Your Agency’s Big Advantage The local market area The customer’s preference The product • You have the power: • • • To adjust your marketing Track and measure Figure out what’s working/what’s not 30
- 31. Jump Start Your Sales • Customer Service: 1-800-283-2855
Editor's Notes
- Hello and thanks for joining us for Quick Start to Cole Realty Resource. My name is Lora Ullerich & I’m the digital Media Specialist for Cole Information. House number is 7134 stevens ridge road lincoln NE 68516
- I wanted to provide some Home Buyer Statistics according to the 2012 National Association of Realtors On average, people search for a new home for 12 weeks & see roughly 10 homes.
- Here are some percentages of these would-be home buyers according to the 2012 National Association of Realtors— Information sources used in home search: Internet: 90% Real estate agent: 87% Yard sign: 53%6 Open house: 45% Newspaper ad: 27% Home book or magazine: 18% Source: 2012 National Association of REALTORS® Profile of Home Buyers and Sellers The reason I wanted to share these stats with you is yes, 90 percent search online for homes—but it’s still vital for these people to experience a home first-hand—in person.
- Welcome to Cole Realty Resource. You've signed on to a powerful tool that allows users to search for qualified leads in your neighborhood. In less than 30 minutes, we'll show you how to use the neighbor search to target your best prospects for mailing or telemarketing. You can find businesses and consumers close to your Just Listed or Just Sold properties to find new customers with unlimited searches and unlimited downloads. Cole Realty Resource also empowers agents to: •Farm a neighborhood using our Google Mapping App •Target prospects by home value, street, length of residence etc. •Find potential first time home buyers by targeting renters We'll also have a brief demonstration and some time for Q & A. At Cole Information, our passion is helping businesses find new customers. During today’s presentation, I’m going to show you the highlights and benefits of the program, how easy Cole Lists is to use to target consumers or businesses. If at any time, you have any questions, please type your question into the console to the right of the presentation & we’ll answer those questions.
- We also have a an online community called Cole Community, where with articles, a blog & other content including past webinars we think is interesting & is beneficial to small business owners like yourself. We invite you to take a look around, check out the site & use it as a resource for your needs.
- Cole Community features articles, a blog & other content including past webinars we think is interesting & is beneficial to small business owners like yourself. Best of all, it’s FREE! We invite you to take a look around, check out the site & use it as a resource for your needs.
- In addition, we think realtors are most successful when you have support. That’s why we created an online community called Cole Community, where with articles, a blog & other content including past webinars we think is interesting & is beneficial to small business owners like yourself. We invite you to take a look around, check out the site & use it as a resource for your needs.
- Let’s take a look at the housing snapshot right now: According to the latest report from the National Association of Realtors, After hitting the highest level in nearly four years, existing-home sales declined in September, but limited inventory conditions continued to pressure home prices in much of the country, With holidays coming, generate some buzz and get noticed by incorporating some or all of the following tactics:
- People are curious! They want to see the décor, the layout, any extras of their neighbors but are afraid ask to come in… So why not invite the neighbors to the open house? But you’re smart and know that one easy place to begin is with you’re the neighbors of your list listed/just solds. Why? Whether you’re aware of it/not you’ve going to build a relationship with these people They’ll be more receptive to your message—they’ve seen you at the open houses, they know you’re working for their neighbor, you’ve in essence, built a relationship with these people They’re also motivated to get an equally good neighbor into their home—an empty house or a bad neighbor who doesn’t keep up their home depreciates the value of the neighborhood itself They too may be looking to make a change—depending on where they’re at in life—either to a larger house or maybe they’re downsizing—you can help.
- You can also build a referral list by finding the neighbors of your best customers by searching neighborhoods via a Google Maps technology or radius search. This is accurate, reliable information that’s easy to use. All you have to know if the customer’s last name, their house number and zip code—and you can clone your best customer.
- 90% of people search for homes via the Internet And you’ve done your initial due diligence by submitting information on the Multiple Listing Service, on your website and other local real estate websites… But I’m talking about doing more.—generating some real buzz by the people who live close to that open house. You’ve already created the copy, why not a few weeks before: Make friends with the homeowner’s association and alert the neighbors via their FB page of the open house w/ a personal message fromyou. While you’re at it, put it on your own FB page, tweet it, Instragram, Youtube, etc. In addition, why not But you’re smart and know that one easy place to begin is with you’re the neighbors of your list listed/just solds. Why? Whether you’re aware of it/not you’ve going to build a relationship with these people They’ll be more receptive to your message—they’ve seen you at the open houses, they know you’re working for their neighbor, you’ve in essence, built a relationship with these people They’re also motivated to get an equally good neighbor into their home—an empty house or a bad neighbor who doesn’t keep up their home depreciates the value of the neighborhood itself They too may be looking to make a change—depending on where they’re at in life—either to a larger house or maybe they’re downsizing—you can help.
- The survey respondents indicated that 87% use social media as a marketing tool—5 years ago that number was 10%. That’s the key—FB, Twitter, Pinterest, these are tools to get your message out to your audience. That’s why when I talk today about ways to pump up your social media efforts, that involves tried & true tactics as well. Including word of mouth marketing Direct mail marketing Telemarketing Depending on your audience, there’s a best time & best way to reach them.
- The survey respondents indicated that 87% use social media as a marketing tool—5 years ago that number was 10%. That’s the key—FB, Twitter, Pinterest, these are tools to get your message out to your audience. That’s why when I talk today about ways to pump up your social media efforts, that involves tried & true tactics as well. Including word of mouth marketing Direct mail marketing Telemarketing Depending on your audience, there’s a best time & best way to reach them. The only way to really know when that time is to test various days, times and social media tools to see which works best for them.
- Now that you have their attention, reach out them on a timely basis with postcards—which continue to be 80% effective and it also keeps you top of mind Telemarketing—follow up from postcard-did you get my postcard, are you interested in buying/selling your home Enewsletters—let me capture your information on industry news, home sales in the neighborhood and seasonal or decorating information tips /ideas.
- Lists go bad! They decay by as much as 2% each month : http://blog.netprospex.com/2013/01/07/resolve-to-have-a-better-contact-database-in-2013/ That doesn’t seem like much, right? Wrong! When you consider this: According to the USPS: 45 million Americans 17% of Americans move each year That’s about 1 out of 6 families moves into a new neighborhood The us bureau of labor statistics said 48 million people changed jobs in 2011 Not to mention human data entry errors which account for 25 % of data quality issues. That’s why when you’re sending out postcards or making phone calls using a list that’s 6 months or a year old, your data is wrong! Returned mail Disconnected phones Undelivered emails That’s why Cole X-Dates is unlimited—we want you to download a new list for every marketing campaign—because we know things change. So if you’re using a list that’s six months old—chances are—your information is only 88 % accurate.
- Show results! Postcards should be simple straight forward & clear. According to Joy Gendusa of postcardmania.com, elements that must be included in your postcard should include: Clear and bold headline Graphics that support your message Color that pops Your logo “The offer” Calling or mailing should be that same messaging Successful agents tell us that you should strive to provide information of value to your neighborhood prospect. DON’T try to hard sell at this point. They haven’t even told you they’re ready to buy. If you hard sell at this point they will never call you. Do NOT make it a sales call. Again make it more of a 411 informational call.
- Cold calling is tough…it’s a number’s game, more people you call, more likely you’ll be successful. You have 10 seconds to get your message across—so make those precious moments count! How? Time of day you and day you make your calls matter. if it’s too early, no one will be there, too late? Everyone’s eating dinner
- Rule of thumb: expect 60% of RSVP’s—so to achieve your attendance goal, you’ll want to have 40% more RSVP.s For example if you strive for 100 people to come to your open house, then aim for 140 RSVP’s.
- For real estate agents, here’s a great way to engage your consumers visually: Great video by real estate Sara Pohlad: http://www.youtube.com/watch?v=xA1bagGqVzU&feature=c4-overview&list=UUGaaBWKhUYtBeAy7UzsK_Og Video is a great way to showcase your product/service. Also think about what you can communicate about your brand in :15. Instragram
- Also think about what you can communicate about your brand in :15. Instragram Facebook has created its own competitor to Twitter’s Vine. Video on Instagram is a new functionality on Instagram that allows users to record clips, apply filters, and share them with friends as they currently do with photos. Where Vine videos are limited to 6 seconds, Instagram videos will max out at 15 seconds. Unlike Vine, videos on Instagram will not loop. “We need to do to video what we did to photos,” co-founder Kevin Systrom said during the announcement. Part of that is applying filters to beautify the videos you take. Thirteen filters created specifically for video, all different from the photo filters, are included with Video on Instagram. You will also be able to edit specific clips of your video while you are in the middle of filming, giving videographers more opportunities to get things ‘just right.’ Another functionality built with video beautification in mind is Cinema. Cinema is a functionality that allows you to stabilize shaky videos for better quality clips. As Systrom said, “this changes everything.” It gives individual users and companies the ability to film stabilized, potentially professional quality visuals without having to invest in fancy equipment. It can be spontaneous, on-the-spot, and still well-composed. Video on Instagram has a few immediate advantages over Vine. First, Instagram already has 130 million users who will immediately get access to this new functionality. They don’t need extra time to build up that audience. Second, many companies already have solid audiences built up on Instagram that they can now offer videos to. This is a far easier scenario than having to attract a brand new audience on Vine. Finally, Video on Instagram is available to Android and iOS users from the get-go, something the former group is sure to appreciate.
- People are curious! They want to see the décor, the layout, any extras of their neighbors but are afraid ask to come in… So why not invite the neighbors to the open house? But you’re smart and know that one easy place to begin is with you’re the neighbors of your list listed/just solds. Why? Whether you’re aware of it/not you’ve going to build a relationship with these people They’ll be more receptive to your message—they’ve seen you at the open houses, they know you’re working for their neighbor, you’ve in essence, built a relationship with these people They’re also motivated to get an equally good neighbor into their home—an empty house or a bad neighbor who doesn’t keep up their home depreciates the value of the neighborhood itself They too may be looking to make a change—depending on where they’re at in life—either to a larger house or maybe they’re downsizing—you can help.
- People are curious! They want to see the décor, the layout, any extras of their neighbors but are afraid ask to come in… So why not invite the neighbors to the open house? But you’re smart and know that one easy place to begin is with you’re the neighbors of your list listed/just solds. Why? Whether you’re aware of it/not you’ve going to build a relationship with these people They’ll be more receptive to your message—they’ve seen you at the open houses, they know you’re working for their neighbor, you’ve in essence, built a relationship with these people They’re also motivated to get an equally good neighbor into their home—an empty house or a bad neighbor who doesn’t keep up their home depreciates the value of the neighborhood itself They too may be looking to make a change—depending on where they’re at in life—either to a larger house or maybe they’re downsizing—you can help.
- Sales of Omaha-area homes priced over $1 million have bounced back since the housing slowdown, but that doesn't mean real estate agents don't still go the distance to lure in the Daddy Warbucks types. A creative touch is especially helpful, perhaps a must, when it comes to marketing older mansions that today compete with a growing swarm of brand new suburban subdivisions where consumers can build their dream home from scratch. Ask Teresa Elliott, who staged an open house this week at a 1935-era Fairacres home listed for $2.39 million. In addition to catered wine and cheese, she partnered with a luxury auto dealership that brought new Jaguar and BMW models as a sneak peek bonus to those attending the event — an exclusive, invitation-only experience. While Markel Automotive Group typically lines up luxury car shows for charity events, Vice President Tony Caputo said this was the first at an open house. Said Elliott: “It's exposure. It's promotion. It's not just come and see the house — see the cars. It makes it a little more interesting.” Both Markel and Team Elliott of Prudential Ambassador Real Estate invited loyal customers and business associates to 506 N. Elmwood Road. Their thought was that even if attending guests didn't leave with a home contract or a Jag, they would spread the word about the elite home and vehicles to their circles. The target marketing strategy comes as building permits for single-family homes in largely suburban areas of Douglas and Sarpy Counties are up about 32 percent in the first eight months of this year compared with the same period last year. While in an exclusive and popular neighborhood, the gated Fairacres home — with six bedrooms, seven fireplaces, a five-car garage, a saltwater pool and an outdoor kitchen — competes with buildable lots being carved out in newer west Omaha and Sarpy County neighborhoods, Elliott said. The good news for sellers of luxury homes is that sales activity has rebounded in the $1 million and higher category. So far this year, 17 homes in that range have either sold or are in the process, a count that already matches the year-end counts of each of the past two years, according to the Omaha Area Board of Realtors. There were eight closed sales in that price range in 2010. (Realtors say the OABR statistics, which are based on the Multiple Listings Service transactions, don't include every newly constructed home sale.) To be sure, the 48 Omaha area for-sale homes priced at $1 million or more are just a tiny slice (about 1 percent) of all homes on the market today. Realtors say that regardless of the range, appropriate pricing and move-in condition are factors that most quickly push homes into the sold category. Andrea Cavanaugh of NP Dodge Real Estate for years sold only newly constructed residences, so she understands the attraction buyers have to cleanliness, neutral coloring and the overall “wow factor.” “Buyers fall in love with the models,” she said. “It gives them the idea of how they could live and how we all want to live in a clutter-free, organized environment.” Cavanaugh now transfers that wow factor to previously lived-in homes she lists, typically staging them with decorative accessories and mirrors. Decluttering. Taking down personal photos or mementos that can distract. She recalled one Husker fan being turned off by a house decorated in Hawkeye gear. Still, Cavanaugh and others said, a unique open house — much like curb appeal — can help draw in agents and potential buyers. Signage and balloons are among more common lures. But local Realtors have pulled in fellow agents with prize drawings and delicacy foods. And industry publications talk about offering carwashes, pool parties or even a tailgate hot dog handout during football season. Jen Alloway of Omaha's Deeb Realty once brought a live band to go with appetizers and cocktails served around a pool at a high-end home she was selling. Elliott said she's hosted open houses around jewelry parties and business meetings. That way, she doesn't wait only for clients who have seen the home marketed through the traditional Multiple Listings Service or online real estate sites. Chris and Cindy Maher (he's president and CEO of Premier Bank) were among invited guests at the Fairacres open house. “It's good to get out and see these kinds of things to see what the market is,” Chris said. Tracy Clevenger, who came with husband Todd, an executive vice president at Premier Bank, appreciated the peek at the luxury cars without having to listen to a sales pitch. Caputo figured that those who could afford the nearly 7,000-square-foot home, which was expanded in 2005, could afford to buy an elite Jaguar XJL or BMW M6 Coupe, each of which sells for around $100,000. The Land Rover LR4, a little cheaper, is more of a family vehicle. “Demographically, it fit,” Caputo said. “It's also different and fun.”
- We’re so glad you’ve chosen Cole Realty Resource to jump start your sales. If you have additional questions or need assistance, our customer service number is …..1-800-283-2855 today. And be sure to check out Colecommunity.com. Where you can learn some great tips through our webinars—both new & recorded, read our blog & articles on colecommunity.com. Are there any questions?