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Real Estate Lead Management
The document discusses strategies for lead management in real estate. It recommends having the right mindset to continuously find new buyers and sellers. It also recommends adapting to changes in home buyers, who are now more likely to be first-time buyers and do more online research. Key lead management strategies include developing an automated follow-up system, creating valuable online content and resources for leads, using social media and reviews, staying active on listings, and guiding buyers through the entire home buying process from research to closing. The goal is to nurture leads at each stage and use automation tools to stay top-of-mind until they are ready to purchase.
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Real Estate Lead Management
- 1. Lead Management Amy Chorew VPof Learning, Better Homes and Gardens Real Estate http://bit.ly/tripleplayleads
- 2. The goal oflead management is to find that next prospective buyer or seller. Period.
- 3. What we willcover • The right mindset – Do you have it? • Home buyers have changed, have you? • Top lead management strategies http://bit.ly/tripleplayleads
- 4.
- 5.
- 7. On average ittakes between 5-12 points of exposure/contact before someone is interested in doing business with you.
- 9. Home Buyers haveChanged, have you?
- 10. First time buyersmade up ________ of all home buyers. Age of repeat buyers continue to climb – all time high of ________. ________ of all home buyers used an iPhone in their home search. You will need to contact an internet lead at least ______times. ________ of buyers’ first step was looking online for a home 34% 54 52% 5-12 42%
- 11. We are ina digital age and have a digital consumer who is now controlling the game. Because of this we are in a new game. Checkers versus Chess.
- 12. Where are peoplelooking? http://www.realtor.org/reports/nar-website-traffic-statistics
- 13. •Is it theright time for me to buy a home? • What are the best financing options available to me? • How much should I offer and what terms should I propose? Todays Buyer
- 14. Consumer’s journey tobuying a home. Discovery 16 Months Research 7 Months Selection 3 Months Closing One Month 1st point of contact
- 15. Started browsing and researchingonline to get an idea of what they want and what's available. Discovery Leads in this stage are... Browsing listings online, but still far from buying Exploring what they want and what they can afford More likely to communicate via web & email
- 16. Information Consumers areGathering Online • Details about homes on the market • Neighborhood and school information • Specific market conditions • Tips on purchasing a home • What homes are worth in their area Discovery
- 17. Not ready to choosean agent, but need expertise What you should do ... Be found online Ensure your online presence is a source for information, not a sales or marketing pitch Reach out on their terms Email/Text with relevant information to develop trust and stay front of mind
- 18. Your Follow Up System Contentexposure on Website or Social • Automated message sent out • Initial email • Phone Call Within First week • Second Email • Hand written Note • Weekly Drip Email
- 19. Drip Campaigns tostay in touch
- 20.
- 21. Have items of Valueto download Your buyers are going to have plenty of questions about buying a home. Write your answers down in a guide and put them on your website or on Facebook. • Checklists for buyers and sellers • Neighborhood guides • Historic information • Summaries of legislative arguments or events • Market reports • Resource lists for families or pet owners
- 22. Community Page /Blogs Reph – need sample web page with this stuff
- 23. Downloads – EmailCapture
- 24. Social Media Posts Areyou thinking about Buying a Home soon? Its difficult to know when is the best time to buy , or how to negotiate the best price. Click below and I’ll email you a copy of my FREE GUIDE, Things to Consider when Buying a Home! Don’t go through the process alone, Click here so I can send you a FREE copy of the guide Send them to landing page offering item of value. Collect their email address! Unbounce.com Leadpages.com KCM – Steve Harney
- 25.
- 26. Lead ads: TheGateway to Conversions • Lead Ads are a paid ad type that is designed to locate people in your target area that have the propensity to fill in a form • A boosted post will get you engagement and likes…a lead ad will give you names and numbers! • They click on the ad, and instead of having to fill in a form – it preloads FOR them!
- 27. Example: Lead Adfor Downsizers Uses power words. Identifies a positive outcome people want, and clear outcomes Shows people celebrating (and that means they’re happy!) Clear outcome. If that’s what people want, they’ll respond
- 28. Lead Ads –Gather lead info w/o landing page • Ask for their phone number • Add in 1-2 qualifying questions so you can figure out the quality of the leads DON'T: • Ask too many questions (the fewer the better) • Forget to call new leads within 24 hours to increase conversions
- 29. Lead ads: TheGateway to Conversions • You don’t need to create a landing page because this ad type functions fully within the Facebook platform • HOWEVER: You WILL need to automate notifications using Zapier.com • Otherwise you’ll have to manually download new leads from the Publishing Tools section of your Facebook Page • Target cost per lead: $5-$10/lead • You’ll see this number calculated for you in ads manager
- 30. Email or TextAutoresponders
- 31. Try an Emailor Text Message auto responder with information of value. If they respond PICK UP THE PHONE.
- 32. Use a CRM •Manage clients • Manage showings • Manage open houses • Manage closings • Manage other activities in the property buying and selling process https://www.softwareadvice.com/crm/real-estate-crm-comparison/
- 33. CRM Features • Emailmarketing • Listings management/MLS integration • Web lead management • Commission/payment tracking • Client access portal • Mobile Version • Social Media Integration • Auto Text Responder
- 34. Access their SocialMedia Channels Social Media
- 35. Use Reviews • 85%of online real estate shoppers evaluate/select agents based on reviews • Consumers are 2x as likely to select agents with 10+ high rated (top 2 rating positions) reviews
- 36. Time to meetleads face-to-face and show them why you're the best agent in town. But, don't lose them before you get here. Home Buyers are thinking: We have a rough idea of what we want and want to start touring properties with an agent. Research ACTIVE SEARCH (3-4 MONTHS BEFORE CLOSING)
- 37. Leads in thisstage are: • Ready to tour homes in person with an agent • Aware what they want and what they can afford • Want specifics about the buyer process • Need recommendations based on experience Research
- 38. What you shoulddo Be available to meet in person and tour homes Offer recommendations based on their criteria Provide specifics on the home buying process Respond quickly Research
- 39. Again - Emailor Text Message auto responder with information of value. If they respond PICK UP THE PHONE.
- 40. Daily MLS Check Knowthe Inventory •Check the MLS daily • Send emails, text or videos to buyer prospects about properties they may like
- 41. Save Listings onyour website so you can review Your website should let buyers register and save their favorite properties Buyers, more than ever, are looking for easy ways to surf listings online. You want your IDX to let them save their favorite properties in one place.
- 42.
- 43. Leads in thisstage are... • Ready to buy a home • Curious about the process (appraisal, etc) • Wondering if they are getting a good deal • Concerned about timelines and logistics What you should do... Be their Sherpa Guide them through the process Provide resources and referrals Do what's best for your customer Selection
- 45. Leads in thisstage are... Not thinking about real estate Appreciate information about their home's value Likely to buy again in 7 to 10 years What you should do... Use automation tools to stay in touch Provide gentle reminders of their home's value and market conditions Connect with them on Social Media Ask for referrals Closing
- 46. Stay in Touch 89%of consumers will work with you again Birthday cards Personal Email Cookies Newsletter Flowers Thank you gift
- 47. One Phone callovercomes 365 days of perceived indifference! And is more powerful than a year of emails!
- 48. And don’t forget. . .
- 49. “Focus on your strengths,not your weaknesses. Focus on your character, not your reputation. Focus on your blessings, not your misfortunes.” http://bit.ly/tripleplayleads
Editor's Notes
- #2 Digital Marketing Landscape With the digital marketing climate constantly changing and evolving, many REALTORS® have a common concern about their website and Internet
- #5 Its about lead management How you manage your incoming leads is far more critical to the success of your overall lead system. Stop worrying about bringing more leads in if you are not focusing on the cultivation of the leads you have. Many real estate professionals make the mistake of taking the lead, making a phone call and then tossing it aside. Cultivating a lead requires time and effort. Whether the consumer is interested in purchasing one week or one year from now still necessitates a system where you remain top of mind.
- #10 Consumer has a different “purchase” timeline than agent has “prospecting” stamina. Todays consumer can take up to two years to actually put pen to paper. Why? Agent’s concept of prospecting is to “demonstrate” the goods Lack of systems, templates and tools to make long-term prospecting persistent and affordable
- #11 First-time buyers made up 34 percent of all home buyers, a decrease from last year’s 35 percent. Age for first-time buyers remains flat, but the age of repeat buyers continues to climb—now at an all-time high of 54. Married couples continue at 3-year decline, while single females increased for the 3rd year. Buyer and seller use of agent remains at historical highs, 87% and 89% respectively. FSBOs remain at an all-time low of 8%. Sight rise in buyers using proceeds from sale as primary residence, but still below the historical norm. Drop in those who stalled their sale of the home because they were underwater to 10%, but it is still common among those who purchased 8-10 years ago at 26%. Tenure remains at an all-time high of 10 years. The weeks on market dropped to an all-time low of 3 weeks. Gen. Y accounts for 68% of all first time home buyers 83% of all home buyers want to see pictures of the property online 52% of all home buyers used an iPhone in their home search 42% of buyers’ first step was looking online for a home Agents expect 49% of their leads will come from referrals in 2016
- #12 First, I want to talk a little bit about the digital consumer. The importance of your message matching your market is important because of the digital consumer. As we all know, the consumer has access to most of the information online so how to we distinguish ourselves and demonstrate value? We can do this by identifying our target market, becoming a specialist and using that as part of your message. There are 3 concepts about the digital consumer and digital age that are important before we start talking about the specifics of messaging. Don’t understand there is a fundamential shirt in consuer behvoare Market crashed and change in digirtal consumer happened in the same time Consumer has changed with ubituqitous nature of data avaible. Many of us missed the boat fundabmentially that we are in a different game THAT BEING SAID - lets examine this new consumer, what do they really look like and how do they act? Buyers Sellers have access to housing information – we don’t control anymorew Do you remember playing checkers? How easy was it to learn How many play chess? How easy is it to learn chess? It is a strategy game – new rules apply This is part of that new strategy Brad Matters – consumers want a brand they can trust ----- Meeting Notes (10/7/14 15:08) ----- Do you remember playing checkers? How easy was it to learn How many play chess? How easy is it to learn chess? It is a strategy game – new rules apply This is part of that new strategy Brad Matters – consumers want a brand they can trust
- #14 Find Directions to a House Look for more information on a listing Call or email an agent directly Watch a video while out looking for a home What are consumer telling us – what they want How do they want it? What the MLS cannot provide
- #15 Frequency ContactFirst Contact Strategy Be known, but let them browse. ONLINE RESEARCH (7-11 MONTHS BEFORE CLOSING) Be found where the leads are, online. Communicate on their terms and aid them in their quest for information. HOME BUYERS ARE THINKING: I’ve started browsing and researching online to get an idea of what I want and what's available. Leads in this stage are... Browsing listings online, but still far from buying Exploring what they want and what they can afford More likely to communicate via web & email Not ready to choose an agent, but need expertise What you should do... Be found online Ensure your website is a source for information, not a sales or marketing pitch Reach out on their terms. Don't rush a meeting. Email with relevant information to develop trust and stay front of mind Information Consumers are Gathering Online Details about homes on the market Neighborhood and school information Specific market conditions Tips on purchasing a home What homes are worth in their area ACTIVE SEARCH (3-4 MONTHS BEFORE CLOSING) Time to meet leads face-to-face and show them why you're the best agent in town. But, don't lose them before you get here HOME BUYERS ARE THINKING: We have a rough idea of what we want and want to start touring properties with an agent. Leads in this stage are: Ready to tour homes in person with an agent Aware what they want and what they can afford Want specifics about the buyer process Need recommendations based on experience What you should do Be available to meet in person and tour homes Offer recommendations based on their criteria Provide specifics on the home buying process Respond quickly Triggers that begin the buying process Found a home they liked Family Reason Retirement / downsizing Tired of paying rent Expecting a child
- #16 Amys new notes Home avg value 2.2M, 55% own a second home – 1.6 M value Investable assets - $2.8M, Avg assets $6.6M – income $492,000 Avg age 50, 88% marries, 87% have children, avg years with affluence: 13.9 years Its all about fulfillment. They are motivated by feelings of wanting the best life offers, feeling pampered, relaxing. Their purchases are about who they are how and they want others to see them Luxury brands contribute to feeling of self confidence Question for them – does this home help me live the best version of my life Robyn Build from last Who is the new, very rich in the marketplace? ($5M) Mostly those that created their money themselves. It is a highly male-dominated segment of the market. Most still work very hard and in this range, they preferred to operate under the radar screen. Especially in the boomer generation, there is a lack of balanced lifestyle because they are so prone to work. In the younger generations you see a stronger life balance, stronger family orientation, and their real estate purchases tend to be much more around family recreation. It goes without saying that these are complicated individuals and their time is precious. Their lives are complex and they are good at making very quick decisions with the help of trusted advisors. One of the things that you notice in this group of individuals, they are very interested in associating with like-minded individuals. Thus the desire to belong to a golf course community, a ski club, a book club, wine tasting groups. Social groups are very prevalent in this price range of individuals. The other thing that may seem surprising is that many of them do not feel that they have enough money and are highly concerned about preserving their assets. They check the markets daily and know their net-worth to the penny. RLE $10M in net worth, 979,886 in the US, 1.6 M globally, up 13% from 2015, 146% since 2010.
- #17 Amys new notes Home avg value 2.2M, 55% own a second home – 1.6 M value Investable assets - $2.8M, Avg assets $6.6M – income $492,000 Avg age 50, 88% marries, 87% have children, avg years with affluence: 13.9 years Its all about fulfillment. They are motivated by feelings of wanting the best life offers, feeling pampered, relaxing. Their purchases are about who they are how and they want others to see them Luxury brands contribute to feeling of self confidence Question for them – does this home help me live the best version of my life Robyn Build from last Who is the new, very rich in the marketplace? ($5M) Mostly those that created their money themselves. It is a highly male-dominated segment of the market. Most still work very hard and in this range, they preferred to operate under the radar screen. Especially in the boomer generation, there is a lack of balanced lifestyle because they are so prone to work. In the younger generations you see a stronger life balance, stronger family orientation, and their real estate purchases tend to be much more around family recreation. It goes without saying that these are complicated individuals and their time is precious. Their lives are complex and they are good at making very quick decisions with the help of trusted advisors. One of the things that you notice in this group of individuals, they are very interested in associating with like-minded individuals. Thus the desire to belong to a golf course community, a ski club, a book club, wine tasting groups. Social groups are very prevalent in this price range of individuals. The other thing that may seem surprising is that many of them do not feel that they have enough money and are highly concerned about preserving their assets. They check the markets daily and know their net-worth to the penny. RLE $10M in net worth, 979,886 in the US, 1.6 M globally, up 13% from 2015, 146% since 2010.
- #18 Be known, but let them browse. ONLINE RESEARCH (7-11 MONTHS BEFORE CLOSING) Be found where the leads are, online. Communicate on their terms and aid them in their quest for information. HOME BUYERS ARE THINKING: I’ve started browsing and researching online to get an idea of what I want and what's available. Leads in this stage are... Browsing listings online, but still far from buying Exploring what they want and what they can afford More likely to communicate via web & email Not ready to choose an agent, but need expertise What you should do... Be found online Ensure your website is a source for information, not a sales or marketing pitch Reach out on their terms. Don't rush a meeting. Email with relevant information to develop trust and stay front of mind Information Consumers are Gathering Online Details about homes on the market Neighborhood and school information Specific market conditions Tips on purchasing a home What homes are worth in their area
- #25 Lead ads are a type of ad that allows you to run lead generation campaigns on Facebook and Instagram. Unlike other ad types, lead ads include a contact form that lets people show their interest in a product or service by filling out the form with their details and allowing a business to follow up with them. On your lead ads contact form, you can request email addresses or contact information from people who click on your ad. You can even ask people custom questions. Lead ads can be used to collect sign-ups for newsletters, price estimates, follow-up calls and business information. Benefits Contact forms are included in your ad: When people click on your lead ad, they'll be prompted to fill out a short form to send you their contact info. Choose which questions to ask in your form: You can customize the questions in your lead ad form so that it's tailored to your business. Easily download your leads: You can download your leads directly from Facebook, or you can connect your leads to a CRM such as MailChimp or Salesforce. Many CRM integrations: Connecting to a CRM can help you download your leads faster and take real-time action on new leads. Learn more about the benefits of using a CRM.
- #26 Facebook Lead Ads Supported placements: Desktop Newsfeed Mobile Newsfeed Audience Network Instagram Lead Ads are the perfect way for, you guessed it, getting new leads! This Facebook ad type allows people to download your content or sign up for your offer without leaving Facebook platform. This makes the Lead Ads a perfect method for quickly getting a potential customers email address! For more on Lead Ads, read this post! Specs: Recommended image size: 1,200 x 628 pixels Ad copy text: 90 characters Headline: 25 characters Link Description: 30 characters Context card can be in paragraph format, which has no character limit, or 5-bulletpoint format, which allows for 80 characters per bullet Context card headline: 60 characters Context card button: 30 characters Privacy Policy and website URL links are required Once a person has filled in the form, their email addresses will be stored on your Facebook ads account. The easiest way to move the new leads from Facebook to your CRM system is to automate the entire process. That’s one more thing you can do when setting up your ad campaigns with AdEspresso. Simply select the target software where you’d like to import the leads and let AdEspresso do the work for you! Read more: How To Create Facebook Lead Ads And Sync Them With Your CRM
- #28 Lead ads are a type of ad that allows you to run lead generation campaigns on Facebook and Instagram. Unlike other ad types, lead ads include a contact form that lets people show their interest in a product or service by filling out the form with their details and allowing a business to follow up with them. On your lead ads contact form, you can request email addresses or contact information from people who click on your ad. You can even ask people custom questions. Lead ads can be used to collect sign-ups for newsletters, price estimates, follow-up calls and business information. Benefits Contact forms are included in your ad: When people click on your lead ad, they'll be prompted to fill out a short form to send you their contact info. Choose which questions to ask in your form: You can customize the questions in your lead ad form so that it's tailored to your business. Easily download your leads: You can download your leads directly from Facebook, or you can connect your leads to a CRM such as MailChimp or Salesforce. Many CRM integrations: Connecting to a CRM can help you download your leads faster and take real-time action on new leads. Learn more about the benefits of using a CRM.
- #29 https://www.facebook.com/business/news/lead-ads-launchLead Ads: Gathering prospect info without a landing page DO: Ask for their phone number Add in 1-2 qualifying questions so you can figure out the quality of the leads Add a Context Card (which is like a landing page but within the Lead Ad framework) DON'T: Ask too many questions (the fewer the better) Forget to call new leads within 24 hours to increase conversions Ensure you use the same image on the Context Card as you did on the ad for consistency. It increases conversion rates. The lead ad form information is housed in Publishing Tools on your Facebook page, but you will NOT get a notification that they're coming in. it's one of the drawbacks of using Lead Ads. You can use Zapier to create a bridge between the lead ad and your CRM though, which will automatically trigger your email confirmation or deliver your PDF (if that's what you're offering).
- #32 Remember, this is an internet lead... easy come, easy go, easy INCUBATE! Electronic automated response is a substitute for picking up the phone As marketers, we are always looking for that silver bullet; the one system or tool that will solve all of our communication problems. While automation is beneficial, it is only a complementary solution to human interaction. As our world continues to move at a faster pace than ever before, we have the tendency as marketers to automate everything we possibly can. This is a huge strategic error in converting leads. Automatic responses and drip systems will assist in keeping you in front of your prospect, but will never build relationships the way simply picking up the phone can. As you build your follow-up system, make sure weekly calls are part of your strategy. Intersperse calls with emails, direct mail and any social media campaigns. • Respond quickly. Between social media, online shopping, and information at the push of a button, today’s consumer expects fast, efficient service. The quicker you respond to an email, phone call, text, or social media message, the more likely you are to convert that lead into a client. Consider the following: 67% of leads go unanswered entirely, so being the first agent to respond to a potential client tells them that you are attentive, organized, and driven. There are two kinds of online buyers: Ready to go Ready to wait Ready to go: Converts within 1-3 weeks because they are internally motivated 88% will work with the first person who responds to them Which is why LeadRouter is such a vital component to your prospecting systems Deliver on your promise quickly When meeting face to face use the Buyer Presentation found in the Greenhouse.
- #33 Residential and commercial real estate professionals face unique challenges when it comes to choosing a customer relationship management (CRM) system. This type of software helps: Depending on the kind of properties sold or the business size, buyers might require everything from sales and marketing automation to property listing management features.
- #34 This module allows agents to automate newsletters and other email marketing to leads and existing clients. This includes daily emails to buyers with new listings. These can be customized with logos, headshots, email addresses and other details. Some real estate management software provide a plugin or integration that links the software to REALTOR.com, Zillow, Trulia and other Multiple Listing Service (MLS) data. These modules can automatically import listings for email marketing, client portals and buyer/seller presentations. These modules capture leads from the user's website, a listing service and email marketing campaigns. These leads might be distributed directly to an agent, or fed into a queue in the CRM dashboard. These modules can calculate or track agent commissions and other payments against predefined schemes and negotiated payment plans. This functionality is sometimes provided through an integration with commissions tracking and payment software. This module provides an online portal for clients to log on and view their property matches, upcoming showings, contracts and other files. These are often password protected and can be customized with the brokers' logos and other branding elements.
- #44 Remember, this is an internet lead... easy come, easy go, easy INCUBATE! Electronic automated response is a substitute for picking up the phone As marketers, we are always looking for that silver bullet; the one system or tool that will solve all of our communication problems. While automation is beneficial, it is only a complementary solution to human interaction. As our world continues to move at a faster pace than ever before, we have the tendency as marketers to automate everything we possibly can. This is a huge strategic error in converting leads. Automatic responses and drip systems will assist in keeping you in front of your prospect, but will never build relationships the way simply picking up the phone can. As you build your follow-up system, make sure weekly calls are part of your strategy. Intersperse calls with emails, direct mail and any social media campaigns. • Respond quickly. Between social media, online shopping, and information at the push of a button, today’s consumer expects fast, efficient service. The quicker you respond to an email, phone call, text, or social media message, the more likely you are to convert that lead into a client. Consider the following: 67% of leads go unanswered entirely, so being the first agent to respond to a potential client tells them that you are attentive, organized, and driven. There are two kinds of online buyers: Ready to go Ready to wait Ready to go: Converts within 1-3 weeks because they are internally motivated 88% will work with the first person who responds to them Which is why LeadRouter is such a vital component to your prospecting systems Deliver on your promise quickly When meeting face to face use the Buyer Presentation found in the Greenhouse.
- #45 It take 100 calls to have 40 conversations and 40 conversations to close a transaction Most people don't make the 100 calls
- #52 It is the qualityof the touch not the amount. If yous end someone to your dtabase. You cant It can br a touch but they probsbaly did’t feel it. Why are you not getting referrals? You are perceived as being indifferent which you emans you do’t care You don’t want and need referrals Referrals are not important to you Most consumers pereceive realtors are indifferent Realtors are portraying image of success Million dollar producer. One phone is more powerful than emails and