Fall in Love with ONLINE CONSUMERS

Fall in Love with
ONLINE CONSUMERS
By Pranav Pandya
Franchise Development Manager
RE/MAX Mumbai Gujarat Maharashtra

Agenda
• Understand the demographic of online consumers
• Identify the three type of lead and their characteristics
• Top 5 must have’s your website to cash online consumers

• Use 4 strategies to guarantee lead engagement


Understand today’s online consumer
What information are consumers gathering online?
• Pictures and details about homes on the market
• Specific school information
• Neighborhood info and demographics
• Specific market conditions
• Short sale/foreclosure benefits and traps
• How to successfully purchase a home

• What is my current home worth?

Today’s choices…what are the real differences?
• Google, Bing, Yahoo
• 99acres, magicbricks, indiaproperty, sulekha.
• remax.in
• remax.com, global.remax.com, realtor.com
• Company branded websites
• Craiglist


How important is change?

• 1990’s to early 2000’s #1 video rental chain
• 60,000 employees in 2004
• 9000 total stores in 2004
• $6 billion in revenue in 2004
• Declined offer to buy Netflix in 2000 for a mere $50 million

Don’t be another Blockbuster!

• Filed bankruptcy in September 2010
• Auctioned off to Dish Network in April 2011

• Dish Network operates only 500 stores in the US
• Netflix revenue $3.2 billion as of 2012
• Netflix has now surpassed 20 million subscribers

Identifying Your Leads
Why they are important:
• Real estate is not a last minute decision
• It can take a consumer up to 1 year from the point they
decide they want to buy or sell to their actual time of action
• Reaching out the consumers not looking for you can cause negative
feelings from the consumer
• You save time and energy by only reaching out to those leads who are
looking for you


Be able to identify each demographic
• Traditionals
• Over the age of 66
• Most are retired
• Looking for more efficient living spaces

• Could be looking for vacation homes
• Still answers to print and email campaigns


• Group 1: Baby boomers
• Between the ages 47 and 65
• Very diverse set of needs
• Some are looking towards retirement

• Some have been hit hard by the recession and are looking to downsize
• Quite a few “empty nesters” who are in a home that too large now


• Group 2 : Generation X
• Between the ages of 35 and 47
• Most have purchased their first home but are ready to “trade up”
• Still some make up ”first time home buyers”

• Understands technology and utilizing search engines with keywords
• They value suburban amenities like good school, parks and neighborhood data


• Millennials
• Under the age of 35
• Many are interest in buying their first home
• They were born into technology and fully understand the internet

• Great understanding of search engines, websites and social media
• Know how to gather info on their own to enhance their buying experience


Be a Co-Pilot


Three type of online leads
• HOT Leads
• Characteristics:
• Has provided a valid phone number
• They’re ready to buy

• Don’t know a buyer’s agent in that area
• Will work with the first agent to show knowledge/understanding their needs

• What works:
• Get to them first! Respond now!
• Show your knowledge of the area/real estate

• Communicate clearly the information they are looking for


• Moderate Leads
• looking for information
• Went to the internet to do their own research but need help
• Need relevant content in order to make the best decision

• Usually wants to remain behind the wall of the internet

• What works
• You have to work these leads
• Use the tools available in your Pro system
• Share your personality
• Provide education using your knowledge
• Get them back on your site!


• Low leads
• Just looking at properties – probably 10-12 months out
• Doesn’t like to have 1:1 conversions, difficult to engage
• Might already have an agent
• Just browsing


• What works:
• #1 goal … drive them back to your website within 6 days
• Use the tools available in your Pro system
• Only reach out with relevant content and a value proposition

• NEVER just touch base, or random follow up
• Trust your system and tools


Three Secrets to Growing Your Business

Be Found

Be Connected


Be Involved

Challenges of Today’s Agent
Building, growing and managing a successful real estate business
• Generating leads

Generate
leads

• Engaging leads
• Winning business
• Having fun


Continue
relationship

Engage
leads

Convert
leads

Consumer call to action
• Consumer satisfaction
• MLS
• Lead capture tool
• Updated, accurate community information
• Integration with CRM


What is your GCI(Gross Commission Income)goal
Suspects or website visitors
Leads
Prospects or contacts
Listing and buyers
Transactions
Income

Be Found


Tools needed for guaranteed Lead Engagement
• The technology to drive the consumer
BACK to your site

Consumer

• Having a (contact management)
system that is CONNECTED to your site

Site

System


Doing one thing everyday to maximize NEW leads
• Goal: back to website (First 7 days)
• Scenario#1: Lead w/o alert
• Day 1: send 2-4 recommended listings
• Day 3: send market insider data w/link

• Day 5: sign up for listing alerts-daily
• Day 7: sign up for market insider monthly newsletter

• Scenario #2: lead w/alert
• Day 1: send market insider data w/link
• Day 3: send 2-4 recommended listings
• Day 5: sign up for market insider monthly newsletter


Doing one thing everyday to maximize NEW
leads
• Goal: Structured and organized
• Group should be attached to a campaign
• Minimum 4 touches a year

• Accelerate buyers timeline
• Purposeful communication with knowledge


4 strategies to guarantee lead management
• Recommended listings
• Most relevant content to online consumer
• 9 out of 10 consumers start their search online to view homes
• Drives the consumer BACK to your site

• Eliminates other search engines

• Market insider
• Up to date neighborhood data
• Value proposition to your business
• Demonstrate expertise

4 strategies to guarantee lead management
• Listing alerts
• Consistent technology that drives your consumers back to your store
• Opens windows of relevant content
• Provides a reason for your prospects to contact you directly

• Marketing center
• Integrated print and email campaigns to drive consumers back to your site
• Relevant content based on different consumer demographics


Marketing assistance: Integrated print solutions
• Extensive library of marketing materials with MLS feed
• Campaigns, photo books, postcards
• Build your own content
• Greeting cards, folded cards, and eGreetings

• Wall calendars, sport schedules
• Gujarati/Hindi (local language)content
• Business cards, door hangers


Understanding today’s seller-educating
Why are they making their request?
• Need to downsize
• Need to find more space
• Need to transfer – employment

• Curious about home value b/c other homes have sold in the area
• Been thinking about it for months-getting ready for the spring/summer market
• Understand home values have increased-determining window of opportunity
• Determining if they are going to re-finance or sell
Action Item: Set up campaigns from marketing center based on motivation

Collecting information: Your first 7 days
• Goal: Back to website (first 7 days)
• Touch #1:
• Introduction
• Confirm info is estimate
• Provide value within 24 hours
• property market evaluation
• Recommended listings: when applicable


• Touch #2
• Communicate initial value at home
• Determine initial motivation
• Provide market insider link – data from 6 month average

• MC property market evaluation


• Touch #3
• Your experience – link to about you page
• MC. Farming/targeted marketing/why choose me?
• MC. Newsletters/market analysis

• What/how you differentiate
• Accelerating their timeline via education


• Touch #4
• MC. farming/targeted marketing/web follow up/seller
• Listing presentation: what you will offer
• Visual s of marketing

• Website analytics
• Communication techniques

• Sign consumer of for monthly insider report


Providing relevant content: After 7 days
• Goal: Structured and organized
• Determine group based on motivation of lead
• Attach group to a relevant campaign
• Accelerate sellers timeline with education
• Purposeful communication with knowledge

• Monthly market insider report


Fall in Love with ONLINE CONSUMERS

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