7 tips to build your pipeline
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Presented at Keller Williams Family Reunion 2014TRANSCRIPT
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Top 7 Tips to Build Your PipelineJack MarkhamDirector of Online StrategiesMarket Leader, Inc.Twitter: @Markham18
Neither Keller Williams Realty, Inc. nor its affiliated companies warrant any product or services delivered under this program. All products and services are provided by Market Leader, Inc.
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We will cover 7 effective tips for building your pipeline:
1. Taking advantage of the top search engines2. Providing consumers relevant content from your ‘store’3. Experimenting with Craigslist4. Farming the FSBO section of Craigslist5. Diversifying your lead sources to attract different demographics6. Posting more than just listings on Social Media7. Using postcards to farm your area
Agenda
Building, growing and managing a successful real estate business
Generating leads
Engaging leads
Winning business
Having fun
Challenges for today’s agents
Generate leads
Engage leads
Convert leads
Continue relationship
Three secrets to growing your business
Establishing a solid business funnel
Suspects or website visitors
Leads
Prospects or contacts
Listings and buyers
Transactions
Income
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Do your goals align with the rest of your business?
• 9 out of 10 consumers start their search online• Picture and details of homes = #1 driver for consumers• Emphasis on neighborhood and school data• Market conditions are important for buyers and sellers• Sellers search for home values• Short sale/foreclosure benefits and traps have become very popular• 70% of consumers choose their agent based on the first person that can
provide them relevant content• Over 60% of those consumers make that choice in less than 1 day• Many more choices for consumers to gather content
– Search engines– Craigslist– 3rd party websites– Company branded websites– Agent websites
Understand today’s consumer
Diversify your lead sources
Targeted, centralized lead generation channels
• Paid lead generation
• Craigslist
• SEO/blogging
• Social media sites
• Print marketing
Paid advertising
Let someone else do the work
Dominate search engines
homes for sale in anchorage ak
Drive to your site
• Use your consumer focused website• IDX Feed from Your MLS is the value proposition• Must have an Attention Grabbing Headline• Short and concise message• Always link back to your website in front of relevant content!• Instant gratification• Trust in the eEdge value proposition lead capture tool• Farm the FBSO section• Post your listings during peak hours• Wait 48 hours before reposting or removing• Service oriented, not the sales approach
Know the Craigslist changes & keep it interesting
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SEO/blogging for lead generation
Optimize your communities served
• Networking opportunities• Don’t just post listing or homes• Provide relevant neighborhood content• Utilize a value proposition call to action
Social Media
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• Professionally designed postcards• Find your ideal client with targeted lists
Farm with postcards
Must move leads through the funnel
Suspects or website visitors
Leads
Prospects or contacts
Listings and buyers
Transactions
Income
Consumer
Site System
1 - Get them back to your website
2 – Eliminate other search engines
3 – Determine timeline and demographic
Your #1 goal with EVERY NEW LEAD
STOP THEIR SEARCH!
Provide relevant content
• Neighborhood information
• Market analysis
• Foreclosure/short sale info
• Recommended listings
• Offer a free comparative market analysis
• Offer a relocation package
• Offer tips for 1st time homebuyers
Demonstrate your experience
• Viewed home• Saved home• Set up listing alert
– new or refined alert• Request more info on listing• Zip code/neighborhood change• Short sale/foreclosure home• Condo’s/Townhomes –HOA • Viewed Market Insider report• Preapproval request• Phone number
10 behavior triggers
• 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/neighborhood data– Up to date neighborhood data– Value proposition to your business– Demonstrate expertise
• Daily 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
• 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 lead engagement
Your Game Plan:
• Day One: Recommended Listings
• Day Three: Market Insider link
• Day Five: Listing Alerts– Add listing alert or refine listing alert based on behavior
• Day Seven: Add to your “Ten Days of Pain” Campaign– Also add to your Market Insider Newsletter
Top tip: Set reminders to check the status of your lead
for 2 days after each step!
7 Day Plan of Attack for each NEW lead
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1. Take advantage of the top search engines• Google isn’t the only search engine consumers are using
2. Provide consumers relevant content from your ‘store’• Must stop the consumer search online
3. Be prepared to experiment with Craigslist• A ton of changes but still a destination for consumers
4. Farm the FSBO section of Craigslist• Find the low hanging fruit here for listings
5. Diversify your lead sources to attract different demographics• Should focus on at least 3-4 lead sources to maximize your exposure
6. Post more than just listings on Social Media• Be seen and known as the Neighborhood Expert
7. Use postcards to farm your area• Target your niche
Top 7 Tips for Lead Gen
The Market Leader Booth