internet lead capture and conversion instructor powerpoint
TRANSCRIPT
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
1/44
REVISED EDITION
An Agents Guide toInternet Lead Capture and
Conversion
Catch People in Your Web
Breakthrough to Mastery
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
2/44
2An Agents Guide to Internet Lead Capture and Conversion
Main Ideas
1. Perspective on Internet Lead Capture and
Conversion
2. Internet in Real Estate
3. The Internet Lead Generation Model4. Track, Review, Improve
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
3/44
3An Agents Guide to Internet Lead Capture and Conversion
Perspective on Internet Lead Capture
and Conversion
Pages 7-8
A website is a great tool when its
Easy to find and use
Full of valuable information
Able to catch leads
The Internet is not a replacement for human
interaction.
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
4/44
4An Agents Guide to Internet Lead Capture and Conversion
Perspective on Internet Lead Capture
and Conversion (continued)
Pages 8-9
Your website should work for you
Many websites are sources of free
information with no obligation Some websites require registration before
access to anything
Success with a website is measured inappointments
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
5/44
5An Agents Guide to Internet Lead Capture and Conversion
Perspective on Internet Lead Capture
and Conversion (continued)
Page 10
When is a Lead a Lead?
Hits
Inquiries Leads
A lead is someone who is able, ready,and willing to do business now.
GARY KELLER
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
6/44
6An Agents Guide to Internet Lead Capture and Conversion
Perspective on Internet Lead Capture
and Conversion (continued)
Page 11
ChallengeGet the Motivated Leads First!
Be the local economist/market expert
Understand the needs of buyers and sellers
Use your website to capture inquiries
Make a great first impression
Follow up on every inquiry
Too Many Leads?
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
7/44
7An Agents Guide to Internet Lead Capture and Conversion
Perspective on Internet Lead Capture
and Conversion(continued)
Page 12
MindsetConsider the Opportunity
Display your knowledge and expertise
Provide relevant and timely information
Attract new customers
Respond in effective and automated ways
Catch people in your web
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
8/44
8An Agents Guide to Internet Lead Capture and Conversion
Perspective on Internet Lead Capture
and Conversion(continued)
Page 13
Address Your Fears and Get Help
KWRI Information Technology
Market Center technology specialist
Technology Masterminds
Mega Technology Camp
Internet Lead Cultivation Summit
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
9/44
9An Agents Guide to Internet Lead Capture and Conversion
Internet in Real Estate
Who Uses the Internet?
Answer: Buyers and Sellers
85% of all home buyers search online
29% found the home they bought online
23% found their agent online
Page 15
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
10/44
10An Agents Guide to Internet Lead Capture and Conversion
Internet in Real Estate (continued)
Page 16
Points of Conversion Seller Rates Buyer Rates
Visitors by Type 15% 85%
Visitors by
Registrations
20% 3.25%
Registrations to
Appointments
5% 5%
Internet Conversion RatesBaseline
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
11/44
11An Agents Guide to Internet Lead Capture and Conversion
Internet in Real Estate (continued)
Page 16
Internet Conversion RatesBaseline
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
12/44
12An Agents Guide to Internet Lead Capture and Conversion
Internet in Real Estate (continued)
Truths
A great website may bring you a lot of visitors, but it
takes more than a great website to get a customer.
If you have a system in place to capture buyers andsellers and have a system to convert them, the Internet
can yield great leads.
Buyers and sellers are looking for help and trusted
advice from an agent.
Internet lead capture and conversion is a numbers
game based on volume.
Pages 17-18
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
13/44
13An Agents Guide to Internet Lead Capture and Conversion
Internet in Real Estate (continued)
Sellers on the Internet
Browse to analyze and research the market
Look at comparables
Have no loyalty to agents or companies they
come across online
Want to understand the home selling process
Want agents to know their stuff and provide realvalue
Page 18
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
14/44
14An Agents Guide to Internet Lead Capture and Conversion
Internet in Real Estate(continued)
Buyers on the Internet Start early in their time line
Browse to analyze and research the market
Are very prepared when they are ready Move quickly from website to website
Search online instead of driving to open houses
Want to understand the home buying process
Want agents to know their stuff and provide realvalue
Page 19
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
15/44
15An Agents Guide to Internet Lead Capture and Conversion
Internet in Real Estate(continued)
Using Technology
eAgentC
ProManage/TOP PRODUCER
WolfNet
Video email
Click to talk
Instant messaging
Page 20
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
16/44
16An Agents Guide to Internet Lead Capture and Conversion
Internet in Real Estate(continued)
Two Reasons for a Website
1. Internet presence for your business
Show homes for sale
Help buyers and sellers understand the process Communicate with buyers and sellers
2. Electronic office
MLS/KWLS
CMS
Tracking and reporting
Pages 20-21
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
17/44
17An Agents Guide to Internet Lead Capture and Conversion
The Internet Lead Generation
Model
Page 22
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
18/44
18An Agents Guide to Internet Lead Capture and Conversion
The Internet Lead Generation Model(continued)
1. Create and Maintain an Internet Presence
Professional and up-to-date
Meet consumers basic needs
Easy to navigate and find information
Enticing offers that capture leads
Variety of contact methods
Avoid real estate jargon
Memorable website name
Pages 22-23
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
19/44
19An Agents Guide to Internet Lead Capture and Conversion
The Internet Lead Generation Model(continued)
Buyers want
Property search
Buyer instant notifications (BINs)
Search savers
Community and neighborhood info
Home-buying process
Page 23
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
20/44
20An Agents Guide to Internet Lead Capture and Conversion
The Internet Lead Generation Model(continued)
Sellers want
Home values
Market statistics
Home-selling process
Page 23
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
21/44
21An Agents Guide to Internet Lead Capture and Conversion
The Internet Lead Generation Model(continued)
2. Lead Generate for Website Traffic
Online
Search engine optimization
Pay-per-click
Listing aggregation
Offline
Web address on yard signs, business cards, fliers,direct mail, all marketing
Page 24
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
22/44
22An Agents Guide to Internet Lead Capture and Conversion
The Internet Lead Generation Model(continued)
3. Capture, Connect, Cultivate, and Close
(The Four Cs)
Capture interested people
Connect with them on a personal level
Cultivate the relationship over time
Close for an appointment
Page 25
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
23/44
23An Agents Guide to Internet Lead Capture and Conversion
Four CsCapture
Pages 26-27
MOFIRMake Offer for Immediate Response
Search the MLS for free
Best-buy list
Instant notification of homes for sale Find out what your home is worth
See more about a propertyvirtual tours, price, etc.
Automated guidance
Foreclosures, distress sales, etc. Free reports on the market
A A G id I L d C d C i
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
24/44
24An Agents Guide to Internet Lead Capture and Conversion
Four CsCapture(continued)
Page 28
Capture with FiltersRegistrations
Skinny baitno registration required
Fat bait registration required
25A A t G id t I t t L d C t d C i
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
25/44
25An Agents Guide to Internet Lead Capture and Conversion
Four CsCapture(continued)
Page 29
Registration Forms
Minimum
Name
Email
Optional
Phone
Location
Buyer/Seller
And more
26A A t G id t I t t L d C t d C i
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
26/44
26An Agents Guide to Internet Lead Capture and Conversion
Four CsCapture(continued)
Page 30
Notification of Capture
Voice message to phone
Text message to phone
Email
Automatic update to CMS (TOP PRODUCER)
27A A t G id t I t t L d C t d C i
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
27/44
27An Agents Guide to Internet Lead Capture and Conversion
Four CsCapture (continued)
Your Capture System
Page 31
Describe your current capture
system.
What offers do you make?
Do you require registration?How many inquiries each
day/week/month?
28A A t G id t I t t L d C t d C i
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
28/44
28An Agents Guide to Internet Lead Capture and Conversion
Four CsConnect
Pages 32-33
Purpose of Connecting
Identify the motivation and readiness
Set an appointment
Provide custom answer
Build relationship
Move buyers to preapproval
29A A t G id t I t t L d C t d C i
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
29/44
29An Agents Guide to Internet Lead Capture and Conversion
Four CsConnect(continued)
Pages 32-33
Speed Counts Respond as quickly as possible
Provide real value
Contact Rules Call back within 3 to 7 minutes
If busy, call again within 5 to 10 minutes
Try 3 times
Be friendly and relaxed
Always answer questions with questions
Close for an appointment
30An Agents Guide to Internet Lead Capture and Conversion
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
30/44
30An Agent s Guide to Internet Lead Capture and Conversion
Four CsConnect(continued)
Pages 33-36
Outcome: You Reach the Person Introduce yourself
Thank them for visiting your website
Ask:Are you finding homes on the Internet?
How long have you been looking?
Whats prompting your move?
What are you looking for in a dream home? Use assessment form to assess motivation
Close for an appointment
31An Agents Guide to Internet Lead Capture and Conversion
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
31/44
31An Agent s Guide to Internet Lead Capture and Conversion
Four CsConnect(continued)
Pages 36-37
Outcome: You Dont Reach Them
Leave a message
Provide helpful information they can use
Build the relationship
Have a series of scripted voice mail messages
Pointers on how to navigate website
Market research
Instant notification of properties
Email if you have email address
32An Agents Guide to Internet Lead Capture and Conversion
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
32/44
32An Agent s Guide to Internet Lead Capture and Conversion
Four CsConnect (continued)
Your Connect System
Page 37
How quickly are you
connecting with inquiries?
33An Agents Guide to Internet Lead Capture and Conversion
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
33/44
33An Agent s Guide to Internet Lead Capture and Conversion
Four CsCultivate
Pages 38-39
Purpose of Cultivating
Provide continuous value
Cement relationship with action plans
Maintain top-of-mind status
Increase opportunity to convert to appointment
34An Agents Guide to Internet Lead Capture and Conversion
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
34/44
34An Agent s Guide to Internet Lead Capture and Conversion
Four CsCultivate (continued)
Your Cultivation System
Page 39
Describe your current system
for cultivating leads.
35An Agents Guide to Internet Lead Capture and Conversion
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
35/44
35An Agent s Guide to Internet Lead Capture and Conversion
Four CsClose
Page 40
Ask for an Appointment at Every
Opportunity
Explain Purpose of Appointment
Once you believe its okay to ask for what you want, you
will have a chance of getting it.
Gary Keller
36An Agents Guide to Internet Lead Capture and Conversion
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
36/44
36An Agent s Guide to Internet Lead Capture and Conversion
Four CsClose(continued)
Page 41
Come From Contribution
Adjust to Persons Behavior
37An Agents Guide to Internet Lead Capture and Conversion
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
37/44
37An Agent s Guide to Internet Lead Capture and Conversion
Four CsClose (continued)
Know Your Numbers
Page 42
Number of inquiries?
Number of contacts made?
Number of conversions?
38An Agents Guide to Internet Lead Capture and Conversion
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
38/44
38An Agent s Guide to Internet Lead Capture and Conversion
Track Your Progress
Page 44
How Do You Measure Success?
Numbers that are tracked and reviewed typically get
better.
Dave Jenks
39An Agents Guide to Internet Lead Capture and Conversion
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
39/44
39An Agent s Guide to Internet Lead Capture and Conversion
Resources
KWUs Internet Lead Generation, Chapter 5
KW Intranet
KWRI Information Technology Group
Technology Masterminds
Mega Technology Camp
Internet Lead Cultivation Summit
Page 45
40An Agents Guide to Internet Lead Capture and Conversion
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
40/44
40An Agent s Guide to Internet Lead Capture and Conversion
The Bottom Line
Build a website that provides consumers what they want Encourage frequent visits and registration by making offers that
generate immediate response
Capture interested people and begin to connect with them
Focus your time and attention on the highly motivated buyersand sellers
There is no such thing as a bad inquiry, just inquiries that arentfollowed up
Dont capture a bunch of inquiries if you cant address them in
some way Using automated systems to capture inquiries allows agents to
focus more time on cultivating and converting their Internet leads
A lead is someone who is able, ready, and willing to act now!
Page 46
41An Agents Guide to Internet Lead Capture and Conversion
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
41/44
41An Agent s Guide to Internet Lead Capture and Conversion
Productivity Boosters
Page 47
Apply automatic follow-up action plans
Personalize emails with links to website
42An Agents Guide to Internet Lead Capture and Conversion
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
42/44
42An Agent s Guide to Internet Lead Capture and Conversion
My Action Plan
Pages 53-54
Dont put away this guide without developinga plan to put what you have learned intoaction!
Refer to the Action Plan on pages 53-54 ofthe guide to assess your strengths andareas for improvement.
Write down steps you will take to improveyour skillscomplete it, share it, andcommit to it!
43An Agents Guide to Internet Lead Capture and Conversion
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
43/44
3An Agent s Guide to Internet Lead Capture and Conversion
Take the other courses in the
Breakthrough to Mastery Guide series! Gaining Mind over Market
Upshifting Your Lead Generation
Seller Pricing Strategies
Seller Staging Strategies
Lead Capture and Conversion
Creating Urgency to Buy
Bulletproofing Transactions
Expense Management Effective People Leverage
Short Sales, Foreclosures, and REOs
Financing Solutions
44An Agents Guide to Internet Lead Capture and Conversion
-
5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint
44/44
An Agent s Guide to Internet Lead Capture and Conversion
Thanks for being here!
Please complete
an evaluation for
this session.