This document outlines Coldwell Banker Elite's lead conversion culture plan to increase the percentage of online leads that are covered by agents from the current 1.7% to a goal of 6%. The plan focuses on creating a positive culture around online leads, establishing training for agents, and providing resources and tools. It includes strategies for staff conditioning, monthly meetings, classroom and webinar training, developing consumer personas, creating a toolkit of materials for agents to use when contacting leads, and using tracking to ensure accountability.

1. Coldwell Banker Elite
Lead Conversion Culture Plan

2. Hi! I’m Matthew!
TheAgentTrainer.com | @MattRathbun
#EVP
#Troublemaker
#Storyteller
#BrandFanatic
#Geek

3. So, why?
Lead conversion, culture, recruitment and retention
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4. We re Still Trying To Get There
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5. 48%That’s the percentage of online leads that NAR says will actually buy or sell
6%Our Goal
1.7%Percentage of leads actually covered by average agent
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6. We Created A Plan
◉ Create A Culture
◉ Establish A Training Philosophy
◉ 8.5-Part Series
◉ Routine ZAP Training
◉ Hyper-local ZAP Library
◉ Intentionality
◉ CBX Seller Lead Team
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7. CULTURE
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◉ Staff Conditioning
◉ Monthly Meeting Slides
◉ Training
◉ Reinforcement
◉ Positive View of Online Leads
◉ Humanizing The Leads
◉ Celebrating Success

8. TRAINING
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◉ Classroom and Webinars
◉ EliteScoop.com/LeadGen
◉ CBx
◉ NARRPR
◉ Personas
◉ ZAP Tools
◉ Support Systems (FiveStreet)

9. RESOURCES
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◉ FiveStreet.com
◉ RealSatisified.com
◉ Lead Sources
◉ Digital Platform Manager
◉ ISA
◉ Agreements

10. elitescoop.com/online-leads

12. Consumer
Personas

13. Who Are Your
Clients?

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ZMOT

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26. elitescoop.com/leadgen

27. Build A Tool Kit
◉ Seller Introduction Letter
◉ Marketing Plan
◉ Corefact Cards
◉ EliteEdge Brochure
◉ RPR Reports
◉ CBx Reports
◉ Email campaigns
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28. Seller Letter
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29. CBx Reports
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30. EliteEdge Brochure
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31. NARRPR
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Postcards - Corefact
SetthemoodSmells can often set a mood in the house. Home is where
life happens and can become stale after the kids, pets and
cooking take over. Try putting some lemon juice, vanilla,
rosemary and a little water in a crockpot and let it “cook”
throughout the day.
HOUSEHACK
waterRings
Everyone has had that moment when they lift a glass from a wood
table and find a water ring has developed. There are lots of possible
cures, but one that many have found surprisingly dependable has
involved a hair dryer and olive oil.
Take a hair dryer set to high and direct it toward the stain for about
15-20 minutes. Once the ring has disappeared, rub a little olive oil
into the wood and watch the finish reappear!
HOUSEHACK
There are few things more irritating while doing home improvements than when
the head of a screw gets stripped.
Take a thick rubber band, and place it across the head of the screw. The rubber
band will give you the traction you need to remove the stripped screw.
howtoremoveastrippedscrew
HOUSEHACK

33. Followup And Accountability
Google Spreadsheets and Tracking
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34. Thanks for your time!
That’s Jett
Facebook: /mattrathbun
Twitter: @mattrathbun
Matthew@cbeva.com
TheAgentTrainer.com