This document discusses strategies for real estate agents to engage today's consumers online. It identifies four main consumer demographics - Traditionals, Baby Boomers, Generation X, and Millennials - and how they differ in their online search and home buying behaviors. The document also describes three types of online leads - hot, moderate, and low - and tactics for engaging each group. Finally, it recommends four strategies for agents to better engage leads online: recommended listings, integrated market data, automatic listing alerts, and an integrated marketing center.

1. How You Can Engage Today’s
Young, Savvy and Qualified Consumer

2. Building, growing and managing a successful real estate business
• Generating leads
• Engaging leads
• Winning business
• Having fun
Challenges of Today’s Agents
Generate
leads
Engage
leads
Convert
leads
Continue
relationship

4. What information are consumers gathering?
– 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
– HouseValues.com and Justlisted.com
– RealEstate.com
– Trulia, Zillow, Realtor.com
– Company branded websites
– Craigslist
Understand today’s consumer

5. • 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
Be able to identify each demographic

6. 6
• 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
Be able to identify each demographic

7. 7
• 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 key words
– They value suburban amenities like good schools, parks and neighborhood
data
Be able to identify each demographic

8. 8
• MILLENNIALS
– Under the age of 35
– Many are interested 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 able to identify each demographic

9. • HOT Leads
– Characteristics:
• Has provided a valid phone number
• They’re ready to buy
• Don’t know a buyer’s agent in their 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
Three type of online leads

10. 10
• MODERATE Leads
– Characteristics
• 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!
Three type of online leads

11. 11
• LOW Leads
– Characteristics
• Just looking at properties – probably 10-12 months out
• Doesn’t like to have 1:1 conversations, 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 type of online leads

12. Must-have’s for your website
• Consumer focused, not agent focused
• True IDX feed
• Updated, accurate community information
• Value proposition Lead capture tool
• Mobile technology capable
• Integration with CRM

14. What is your GCI goal?
Suspects or website visitors
Leads
Prospects or contacts
Listings and buyers
Transactions
Income

15. • Consumers that are viewing
homes on your site
• Know your lead before you reach
out to them
• Consumers that are saving homes
on your site
• Consumers that return to your site
• Consumers that need a
comparative market analysis
annually
• Contact management system that
identifies your HOT buyers from
your browsers
Know exactly when the right time is to engage

16. 1. Recommended listings within your business
• 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
2. Integrated market data
• Up to date neighborhood data
• Value proposition to your business
• Demonstrate expertise
3. Automatic 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
4. Integrated marketing center
• Integrated print and email campaigns to drive consumers back to your site
• Relevant content based on different consumer demographics
4 strategies to guarantee better lead engagement

17. • Email: JackM@MarketLeader.com
• Twitter: @Markham18
• Facebook: http://www.facebook.com/markham18
• LinkedIn: http://www.linkedin.com/in/jackmarkham
Jack Markham
Director of Online Strategy, Market Leader