The document discusses strategies for successfully generating buyer and seller leads. It provides considerations for lead generation such as identifying an ideal client, making lead generation a priority, establishing relationships, and capturing information on each lead. The document also discusses lead resources like paid online leads, social media, and community involvement. It emphasizes the importance of tracking leads to determine the most productive lead generation activities and sources.

1. Generating
Buyer and Seller Leads
Maura Neill
ABR, CRS, CDPE, e-PRO, MRP, REALTOR®
about.me/mauraneill
@MauraNeill

2. A person in
need of a
solution or
information.
What Is a Lead?
@MauraNeill

3. What is a Lead?
A person
@MauraNeill

4. LEAD GENERATION

5.  Prospecting
 Farming
 Networking
Lead Generation
by Other Names
@MauraNeill

6. Considerations for
Successful Lead Generation
 Identify your
ideal client
@MauraNeill

7. Considerations for
Successful Lead Generation
 Make it a
priority.
 Establish
relationships.
@MauraNeill

8. Considerations for
Successful Lead Generation
 What is your
ideal day?
@MauraNeill

9. Ideal Day
 What is your
ideal day?

10. Considerations for
Successful Lead Generation
 Give it time.
 Ask open-
ended
questions.

11. Considerations for
Successful Lead Generation
 Go 3 deep...

12. Considerations for
Successful Lead Generation
 Capture as
much
information
possible on
each lead.
@MauraNeill

13. Considerations for
Successful Lead Generation
 Capture as
much
information
possible on
each lead.
10–11

14. Considerations for
Successful Lead Generation
 Enter your
leads into a
database.
 Categorize
your leads.

15. Categorizing Leads
Hot?
Cold?
Warm?

16. Considerations for
Successful Lead Generation
 Develop
your
systems.
@MauraNeill

17. Considerations for
Successful Lead Generation
 Make it
personal.
 Cultivate
top-of-
mind
awareness.
@MauraNeill

19. Considerations for
Successful Lead Generation
 Consistency
is key.

20. Considerations for
Successful Lead Generation
 Track data.
 Be authentic.

21. LEAD (RE)SOURCES

22.  Paid leads,
paid
placement
Online
 Paid online lead
generation
vendors

23. Online
 Agent reviews and
ratings at sites like
Yelp.
 Portals are now
incorporating
reviews and
recommendations.

24. Online
 Video is a
powerful
medium
for
marketing
= face-to-
face
redefined@MauraNeill

25. Neighborhood Videos

26. Online
 Search
engine
marketing
 Social
networks
@MauraNeill

27. Online
 Posting listings on your
personal Facebook page
violates Facebook’s terms
of service.

28. Offline
 Open houses
 Yard signs
 Direct mail
 Community and
civic involvement
@MauraNeill

29. Offline
 At BuySellLiveAtlanta.com,
Maura Neill & Assoc.
identifies the local
charities to which they
donate from every closing.

30. Offline
 Schools
 Alumni association
 Seminars/courses
 Conferences
 Business to business
 Client events
@MauraNeill

31. Current Clients
 They are thinking and talking
real estate 24/7 w/friends,
family, and coworkers.

32. Past Clients
73% of buyers said they would hire their
agent again.
Only 12% do.

33. Past Clients
WHY?

34. “I invest my marketing dollars in
client appreciation events to
treat my sphere like gold.”
Shay Hata
BHHS KoenigRubloff
@MauraNeill

35. LEAD NURTURING

36. Nurturing Leads
 Not enough to
fill a database
with leads.
 It takes time
and attention
to keep those
leads warm.
@MauraNeill

37. Lead Incubation
Systems
 SYSTEMS keep
lead incubation
from seeming
overwhelming.
@MauraNeill

38. Lead Incubation
Systems
@MauraNeill

39. Lead Incubation
Systems
@MauraNeill

40. OTHER LEAD SOURCES

41. Hub and Spokes
Strategy
Website
and/or
Blog
Facebook
Personal
Facebook
Business
Page
Linked In
Direct Mail
and Other
YouTube
Email/
Enewsletters
Twitter
 Where does
every spoke
lead back to?

42.  Demonstrate
your value.
 Get personal.
At Your Hub

43.  Show what
makes you
different.
At Your Hub

44. Hub and Spokes
Strategy
 Who are you?

45.  Include a
good photo.
 Be an expert
on your area.
At Your Hub

46.  Don’t reveal
too much.
 Revise
periodically.
 Make it easy to
contact you.
At Your Hub
@MauraNeill

47.  Balance
transparency
with mystery
 Old school vs.
new school
thought
At Your Hub
@MauraNeill

48. Website Content
 What is the
#1 consumer
want on a
real estate
website?
@MauraNeill

49.  Property search.
 Information.
 Responsiveness.
 Expertise.
 Videos.
 Remember SEO.
30–32
Website Content
@MauraNeill

50.  What is the #1
consumer
complaint about
real estate
agents?
Website Content
@MauraNeill

51. Online Tactics:
Drip Campaigns
 Include a call to
action.
 Make messages
readable.
 Consider frequency.
 Don’t spam.
 Keep metrics.
@MauraNeill

52. Offline Tactics:
Direct Mail
 Maintain consistency.
 Include maps and
photographs.
 Provide information.
 Use a typeface that is
easy to read.
 Include CTA
@MauraNeill

53. Offline Tactics:
Direct Mail
 Place benefits in a
prominent position.
 Use an active voice.
 Send out in different
formats and sizes.
 Create a long-term
plan.
@MauraNeill

54. “Most agents aren’t consistent
about direct mail – they treat it
as an afterthought.”
- Alex Milsteyn
Coldwell Banker Weir Manuel Real Estate
@MauraNeill

55. LEAD CONVERSION

56. Strategies for You and
Your Market
51
 Most important
strategy is most
appropriate for
your market and
most authentic to
your personality.

57. Lead Conversion
1. Be responsive.
2. Add value.
3. Make a connection.
4. Start the conversation.
5. Set the appointment.
@MauraNeill

58.  Respond to
inquiries
from leads as
soon as you
can.
50
Response Time
@MauraNeill

59. Response Time
 Respond to
an inquiry
the way
that it came
to you.
@MauraNeill

61. Qualify Each Lead
 Motivation
 Expectations
 Ability
 Authority
@MauraNeill

62. CLOSED! NOW WHAT?

63. Post-Closing Systems
 Your clients are your best source of
leads and repeat business.

64. Post-Closing Systems
 To remain top of mind
with past clients, set
up a targeted drip
campaign for at least
24 months, with one
message per month.
@MauraNeill

65. Post-Closing Systems
 Create a plan.
 Systematize it.
 Be consistent.
 Keep it personal.
@MauraNeill

66. TRACKING LEADS

67.  You are most likely to achieve your goals
if you measure your results.
Importance of
Tracking Leads

68. Importance of
Tracking Leads
 How many leads
generated
appointments?
 How many appointments
became clients?
 What is the “leads to
closed business” ratio?
@MauraNeill

69. Importance of
Tracking Leads
 Which activities
yielded the best
return?
 Which ones didn’t?
 Which methods are
most successfully
reaching
target audiences?
@MauraNeill

70. Sources of Leads
 The most important data to track is the
source of your leads.
 If you know which sources are most
productive, you can focus your efforts
there.

71. Activity # of
contacts
made
# of
leads
# of
appointments
# of
contacts
# of
closings
Cold calls
Open houses
SOI contacts
Direct mail
Blog / Web content
Social media
Etc.
Lead Tracking Worksheet

72. QUESTIONS?

73. Connect
about.me/MauraNeill