back to basics: internet lead generation
DESCRIPTION
Presented at Keller Williams Family Reunion 2014TRANSCRIPT
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Back to Basics: Internet LEAD GenerationJack MarkhamDirector of Online StrategiesMarket Leader, Inc.
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.
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
What information are consumers gathering online? • 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, Redfin, Realtor.com• Company branded websites• Craigslist
Understand today’s online consumer
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Online consumer timeline
What does success look like?
Suspects or website visitors
Leads
Prospects or contacts
Active consumers
Motivated consumers
Transactions/income
Be Found
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Do your goals align with the rest of your business?
Targeted and centralized lead generation strategies
• eEdge Solution– Search engines
– Craigslist
– Social media sites
• Understand the variety of consumers today using search engines• Largest portal for consumers to start their search• The power of utilizing the top 5 search engines every month• Get consumers to opt-in rather then import them• Use keywords to target the right consumers• Get a guaranteed number of leads each and every month
Dominate search engines
Prospect experience
homes for sale in anchorage ak
Attract motivated buyers
• Craigslist has removed all embedded images and links
• All hyperlinks are turned into non-active links
• All images must be hosted on Craigslist
Review of the recent changes
• Posting title (headline)
• Posting description (content)
• Call to action
• Agent contact information
• Image
• Special considerations for posting listings
Strategies for Craigslist success
• The ad headline is very specific to the listing
• Headline will still target a demographic– Example: First-time homebuyers
• Content is much different– More content…not all the MLS info, but
enough to pique consumers’ interest
• Call to action: Linking the consumer back to the exact listing or call/text you about the listing
• Use an actual photo of the listing
Special consideration for listings
• Consumer-focused website (must-haves)• Direct IDX feed• Integrated CRM• Neighborhood content or stats• Value proposition lead capture (opt in)
• Post during peak hours• 6:30 – 8:30 PM…varies per market
• Your call to action must match your posting title (headline)• Instant gratification for the consumer
• Must have an image
• Stand out with service and content not sales• Showcase your store (website)
General best practices
• Networking opportunities• Don’t just post listing or homes• Provide relevant neighborhood content• Utilize a value proposition call to action
Social media
• Today’s homebuyers and sellers are online!– 90% of consumers go online for their
home search
• Today’s journey to buying a home takes up to 27 months!
• With all that time spent online, you need to diversify the places you can be found
Why use social media?
Where should I focus my efforts?
• Specific Market Leader tools to generate traffic:• MLS listings: Open houses• Sell tab located on your Market Leader website• Market Insider: Price Trends –Sold vs. Listed• Market Insider: Market Inventory Trends• Market Insider: Insider Tips
• Creating Curb Appeal: 6 ways to Improve Your Home’s First Impression
What tools do I have?
www.milliondollarpipeline.com
Impactful social media categories for real estate agents
Effective examples
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• Professionally designed postcards• Find your ideal client with targeted lists
Farm with postcards
Consumer
Site System
1 - Get them back to your website
2 – Determine timeline and demographic within 4 touches *Utilize the insight to know what they are shopping for!
3 – Eliminate other search engines
Your #1 goal with EVERY NEW LEAD
Building your business
Suspects or website visitors
Leads
Prospects or contacts
Active consumers
Motivated consumers
Transactions/income
Putting it all together
The Million Dollar Pipeline Program:Lead Generation• Identify the number of leads you
need• Learn to market-proof your business
by diversifying your lead sourcesLead Engagement• Effectively communicate with more
consumers• Turn more leads into clientsCEO Training• What they didn’t teach you in real
estate school!• Act as the CEO of your own small
business
MDPP Overview
• The Million Dollar Pipeline Program by Market Leader offers you all the resources and expert training you need to generate more leads and exceed your transaction goals.
• The Program includes:– Live workshops (Million Dollar Mondays)
every week– Exclusive access to the MDPP Facebook group
page – interact with other MDPP agents– Your personal notebook each week– Access to the MDPP website
www.milliondollarpipeline.com
Visit MillionDollarPipeline.com
www.milliondollarpipeline.com
Private and exclusive Facebook group page!
Email: [email protected]: @Markham18Facebook: http://www.facebook.com/markham18LinkedIn: http://www.linkedin.com/in/jackmarkham
Jack MarkhamDirector of Online Strategy, Market Leader