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Lead generation and Incubation
- 1. Lead Generation Jason Jakus
- 2. Questions we must ask! • What Business Are We in? • How do we attract customers? • Am I set up for success? • Do I have the systems I need to be successful? • What is my plan when I leave here today? • Am I in control of my business?
- 4. Getting the Right Leads • Brands Must be Congruent • Establish Your Brand Identity – Who You Are – Who You Represent – Your Niche - Geographical, activity, – What is your differentiator? – Colors Mean Everything – Strong keyword-rich Domains for your website
- 5. Brand - Who You Are • Public Profiles - Use 1 Profile, no more than 15 sentences or 500 characters • Logo • Slogan/Motto • Photo - updated, brand appropriate •
- 6. Agents earning over $ 250,000 Net Per Yr. common denominators • Work an avg. of 4.8 different lead types • Prospect an avg. of 12.2 hours per week • Invest an avg. of 28% of GCD back into their business • 100% have a 5 year STRATEGIC PLAN • Avg. Work Week is 52 hours per week • Work Out 3 times or more per week • Had a brand and niche or specialty • Embraced Technology
- 7. Cost Effective Lead Generation • Your Website • Lead Generation Websites • Social Media • Direct Mail • Online Directories • Major Real Estate Websites • Networking
- 8. Personal Real Estate Website Websites Social Media LEADS Squeeze Pages Banner Online Directories Advertising
- 9. Lead Generation Strategy • Use Unique Domains to Track Progress – Point the domain to main website – Measure clicks through each Domain • One Main Domain for Website • Use Google Analytics for tracking • Use Multiple Points of Entry on website • Leverage Social Media • Focus on 3 lead sources to start
- 10. Domain Examples • Main Website: www.SWFLProperties.com • Real Estate Book: www.FLForeclosureReport.com • Trulia: www.FMBeachCondos.com • NationalHomeSearch.com: www.CheapSWFLHomes.com • Vehicle Wrap: www.JakusRealtyTeam.com • Business Cards: www.LeisureAmericanRealty.com
- 11. Internet Leads Mouse Trap Fuel (PPC) CRM Website
- 12. Personal Website • Lead Capture • IDX (MLS Search) • Free Reports - Buyers Reports • Video Testimonials • BLOGS (drives SEO) • Meta Tags • Key-Word Rich Local Content
- 13. FREE Website Fuel • www.submitstart.com • Email Signature, Business Cards, Letterhead • All Print Ads • Craigslist • Facebook (Include Website) • LinkedIn • www.FreeTrafficSystem.com • ALL YOUR PROFILES
- 17. Real Estate Websites • Zillow • Trulia • Realtor.com • Homes.com • RedFin.com • HotPads.com • FrontDoor.com
- 19. Social Media • Social Media is 21st Century “Word of Mouth” • Risk Of Social Media • Expand Your Circle of Influence • Network don’t sell • Blend Social Media with Face to Face • GOAL: Seven Deals from Social Media
- 20. Social Media
- 22. Market Share of Social Media
- 23. Social Media Platforms • Blog • YouTube Video • LinkedIn Network Update • Twitter status update feed • Facebook status update • Flickr pictures (listings) • Box.net (Association Documents) • Yelp.com
- 27. YouTube Strategy • Create neighborhood video (niche) • Create Agent Video Commercials (niche) • Upload Testimonials of clients • Video Blogging • Include a Lead Capture Phone #
- 29. Power of Squeeze Pages • www.wix.com • www.pagewiz.com • Use Squeeze Pages on Craigslist (HTML) • Point Domains to Squeeze Pages • Use Free Traffic or print to drive get leads
- 30. The System At A Glance • Get Your Brand Set • Obtain a unique Domain(s) • Create Your Website / Buy Website • Use Free and Paid traffic Resources • Leverage Video and Testimonials • Link everything together • Measure your success
- 31. Wrap Up • Pick two lead generation tools • Research through Google to set up the “automated system” • Be Consistent • Spend 1 hour per day generating leads • You will have to spend some money on your business
- 32. Lead Incubation Jason Jakus
- 33. Learning Objectives • 5 Laws of Managing Incoming Leads • Quick Sorting Leads • Scripts and Dialogues - Why they work • 10 Must Haves Features for a CRM • 7 Strategies for Responding to Leads •
- 34. Many agents receive leads; few have a system to convert them into • Have follow-up materials ready • Customize your email and phone follow up to each lead • Find out what they want • Utilize a quality Customer Relations Manager • Understand Your Strategy to Build the System
- 35. 5 Laws of Managing Leads • A lead must be treated with a quick response • Responses via phone call increase the conversion by 3 times over email • Generic Drip Mail Campaigns Don’t Work • You must determine the “grade” of a lead • All Lead Response must be systemized using a CRM
- 36. Drip Mail Phone Call 0 38 75 113 150 First 15 Min. 15 - 30 min. 31 - 60 min. over 60 min.
- 37. Quick Sorting Leads by BANT • Budget, Authority, Need, Timeline • Use Quick Scores – Ac:vity (on 2 :mes per week +) = 3pts – Completeness of Form = 5pts. • Name (1), Phone (2), email (2) – Returns to Website = 1pt. – Responds to email = 2pts. – Clicks on link in email = 1pt.
- 38. Scripts & Dialogues Why they work? • Quality of Sales skills can dramatically influence earning potential • Builds consistency and confidence • 100% of Real Estate Professionals earning $ 250,000 or more use them • Must learn to develop and deliver them without sounding scripted • 2 Hours of Practice Per week to perfect • Difference Between Amateur and Professionals is the Verbal Delivery
- 39. 10 Things A CRM Must Have • Ability to use mobile • Able to take notes to build affinity • Ability to assign action plans or drip mail • Ability to manage incoming leads • Ability to manage a transaction • Affinity or VIP section (music, sports, etc.) • Task and Calendar • Ability to segment leads • Ability to Export or Import Contacts • Must be intuitive and expandable
- 40. 7 Strategies for Lead Response • The agent that answers first wins • Put all leads into a CRM • Get them to opt in to your social media • Quick Sort all leads - time is money • Connect on a personal level • All Leads are Good Leads • Leverage your CRM
- 41. Your CRM • $ 400 per year • Second Most Important tool • Must be customizable • Drip Mail VS Action Plan • Able to Import Your Current Leads • Tags or Source Types (Quick Scoring) • Must work on Mobile Device
- 42. No Such Thing as a Bad Lead • Identify Buying Timeframe – Script Questions • Keep Incubating the Lead with drip mail with CRM • Keep In Touch with All Leads • Never throw out a lead – A lead is money! • Again, Drip Marketing to keep contact with lead
- 43. 6 Simple Rules - Lead Generations/Incubation • Multiple Points of Entry – Seller and Buyer Portals • Item of Value for Customer’s Info • Contact Leads within 30 minutes • Have a high quality multi touch drip mail campaign for incubation • Buying Cycles Vary - be patient • Pay Per Click = Throttle
- 44. Responding to Leads • Phone calls within 1 hr. • Your Value Proposition • Making it mobile • Reply instantly by email • Track lead quality and cost • Incubate Leads
- 45. Create a professional follow-up package • A cover letter / thank you letter recapping your initial contact • Your resume, including professional accreditations such as REALTOR® • Relevant reports, such as CMAs and Neighborhood Reports • Sample marketing materials, including flyers and newsletters
- 46. Following Up On Aged Leads • Did they buy or sell a home (or are they still in the process)? • If so, ask them how it went and thank them for their time. • If not, ask them if they are still interested, their time frame for moving, and what they have been waiting for (or what has been preventing them from moving)
- 47. More Information • http://www.slideshare.net/JJakus • http://www.linkedin.com/in/jasonjakus • Tech Agent Expert • @JasonJakus on Twitter Complete Evaluations Please