RE/MAX Real Estate Experts

Transcription

1 RE/MAX Real Estate Experts BUYER LEAD MANAGEMENT SYSTEM We all know that if we don t take care of the customer, someone else will. The same can be said for leads. In a competitive real estate market leads are the lifeblood of closed deals, and essential for sustained success. The below steps are designed to create a process that ensures all leads are handled appropriately. GENERAL: This Standing Operating Procedure ( SOP ) outlines procedures and processes that LHHST of RE/MAX Real Estate Experts ( REX ) will use to manage leads generated through Boomtown and Yard Marketing lead systems. It additionally prescribes processes and procedures for leads provided through Personal Referrals. This SOP is a living document that will be revised, as necessary, to meet the needs of LARS HEDENBORG as each Team member gains proficiency in prospecting utilizing the lead management systems available to Buyer Partners affiliated with our team. It is in effect immediately upon receipt. PROCEDURES: The procedures, listed herein, prescribes the methodology LHHST will utilize regarding lead management, attending prescribed Team meetings and events (real estate related) and agreed upon consequences for non-performance. Buyer Partner Opportunity Time ( OT ) Roster 1. The Buyer OT Roster will be published not later than (NLT) the 22 nd day of the preceding month for which the roster will apply. The OT roster will be for the entire month and times/days will be scheduled alphabetically by the agent s last name. 2. For Mon-Fri time slots, Buyer Agents will be responsible for all leads for a 24 hour period starting at 9a that day. For example, the Mon time slot begins Mon 9a and goes until Tue 9a. 3. Buyer Partners are responsible for substitutions on the OT calendar and notifying Team Leader and Sales Coordinator of any changes (exchanges, non-available days) to the OT roster. 4. From Mon-Fri, the Client Care Coordinator ( CCC ) will be available to answer the phone and follow up on internet leads as they register on the site. 5. During the times where the CCC is available (generally 9a to 6p Mon-Fri), the Buyer Agent that is on-call will receive any new leads that are ready to go or any old leads that do not have an agent assigned to them. 6. In the event that an older lead was previously transferred to CCC by agent (and the lead was properly qualified initially by the agent), CCC will transfer lead back to agent initially assigned to the lead (assuming they are in lead rotation). In any cases where CCC has questions, the Sales Manager will help decide what should happen to the lead. 7. Buyer Partners who are on-call will accept and follow-up on leads from Boomtown and VoicePad. Buyer Partners will also respond to hot/selective leads that are provided through other lead sources (Trulia.com, Realtor.com, etc.) or referrals from the designated lead manager or from the Team s rainmaker. 8. After 6p Mon-Fri and on weekends, the on-call Buyer Agents will need to make sure leads are directed to them in 1) Boomtown, 2) the Leads account in Gmail and 3) through ifbyphone.com for incoming calls.

2 Top 100 Leads Buyer Partners will develop and maintain their respective Top 100 prospective clients. Buyer Partner Top 100 prospective clients will not exceed 100 at any time. Each Buyer Agent s Top 100 will be maintained in Boomtown for future follow up. This list will be determined from prospects with which you have had meaningful telephone and conversations or you have remained in contact for several months but have not yet made the decision to buy a home or who have not yet moved to the Greater Charlotte market area. Buyer Partner leads from yard marketing sources will be entered into Boomtown for management in Buyer Partner s Top 100 lead pool. Lead Generating Systems LHHST provides leads for our Buyer Partners through the following lead generating systems: Boomtown, VoicePad, and Yard Sign Calls. 1. Boomtown Leads System. General lead follow up procedures: All new leads should be contacted within 5 minutes from 8am to 9pm, 7 days a week. Leads received from 9p-8a must be contacted from 10a the next morning and notes must be made in Boomtown before 10a the next morning (which is right before the OT shift ends for that agent). Use the simple 7 step process every time you receive a new visitor in Boomtown: Quickly learn as much as you can about the lead, properties viewed, and searches performed. Immediately call and to follow-up with every new lead - DO NOT WAIT! Qualify the lead to determine course of action. Categorize each lead. Leads must be correctly classified to ensure proper handling. Whether they are "Trash" or "Treasure", appropriate classification will lead to quicker and more efficient management of each lead (1) Closed: Closed transactions. (2) Pending: Pending transactions. (3) Hot: A Buyers with whom you have 1. an appointment or 2. a signed Buyer s Agency or Buyer s Advantage Agreement. These buyers are ready to purchase a home immediately and should not be included in your Top 100 list of leads/prospective clients. Hot leads must be called minimum every 7 days. (4) Nurture: B Buyers who are in your pipeline and will move to your A Buyer category within days. Communicate with these prospective clients minimum every 14 days and update the system with regard to their status. The preferred method of communication is by telephone. (5) Watch: C Buyers who are in your pipeline and are in excess of 90 days of purchasing a home. Communicate with these prospective clients minimum once per month and update the system with regard to their status. The preferred method of communication is by telephone. (6) Qualify: formerly a new lead that has not been reached (7) Archive: small chance of earning client s business, but not likely (no to-do would be set) (8) Trash: no chance of earning client s business (no to-do set)

3 Immediately start drip campaign after the above has been accomplished (if none has been started automatically) All leads should have received an from the agent, Call, To-do, and E-alerts logged within 2 hours of receiving lead. Every lead must have a To-Do, of a minimum of 30 days. (d) Buyer Partners will update the status of leads no later than 10a the following day of the lead appearing in the Boomtown system. (e) Buyer Partners will contact leads generated by the Boomtown lead system within 5 minutes of initial notification. Buyer Partners will make every effort to contact leads. Each lead will be contacted a minimum of six (6) times by phone, three (3) times via and three (3) times via text messaging. The lead will be ARCHIVED and subsequently placed in the General Lead Pool (the Anders account) after the aforementioned has been accomplished and no response has been received from the lead. (f) Leads that do not have valid telephone numbers may be ARCHIVED for subsequent movement to the General Lead Pool. 2. VoicePad or Yard Sign Calls. Leads derived from this system come from sign calls from our main yard sign or through our Voicepad system from flyers or from the Voicepad yard sign. The lead can choose to press 1 to get the price of the home they called on. (a) Buyer Partners will receive leads from this system in accordance with the published OT calendar. (b) Buyer Partners will make every effort to answer these calls live if CCC does not handle the call. If not answered live, return calls/follow-up must be made within sixty (60) minutes of notification. (c) CCC or Buyer Partners (depending on day/time) must enter each lead into the Yard Marketing Tracker in Google Drive and log a call with notes in the system. Buyer Partner will then enter the lead into Boomtown (if appropriate) and take the necessary actions required for that lead (log call, set up e-alert, set to-do, etc.) (d) Buyer Partners must update the status of sign call leads NLT 10a the following day of the lead calling in. (e) Buyer Partners will contact leads generated by the VoicePad lead system within five (5) minutes of initial notification (if not transferred live). (f) Each lead will be contacted a minimum of six (6) times telephonically and three (3) times via text messaging. Leads generated through this system will be managed through Boomtown. Upon completion of the aforementioned process, leads will be classified as active or ARCHIVE/TRASH and subsequently placed in the General Lead Pool of Boomtown after no response has been received from the lead. General Lead Pool Leads contained in the General Lead Pool are composed of Boomtown Leads, VoicePad, and Yard Sign calls that will have been ARCHIVED by each Buyer Partner as described above. These leads are available to Buyer Partners for prospecting. Leads from the General Lead Pool with whom you contact and build a relationship will be moved from the General Lead Pool and to the respective Buyer Partners Boomtown lead management system and categorized as prescribed. Furthermore, all yard sign calls will be entered in to our dialing system which will be available for prospecting as well (see Phone Burner calendar for availability). If CCC or Buyer

4 Agent has a meaningful conversation with a lead, they must be entered into PhoneBurner as Do Not Call to avoid confusion of being called by multiple agents. Client Care Coordinator ( CCC ) CCC is not a follow up center for leads you have a relationship with. Leads you have a relationship with should be categorized in the proper Category and to-do set. Upon completing a minimum of 6 call attempts, 3 personal s and 3 text messages, the lead is now eligible to be transferred to CCC for follow up. Any serious leads contacted by the CCC will be sent back to the agent that made the original transfer if that agent is eligible to receive leads. Adjustments to OT or Lead Assignments Because the above expectations apply to all assigned leads, any required adjustments to the quantity of leads being assigned should be clearly communicated to Team Leader and Sales Coordinator. Quantity of leads assigned can and should be adjusted and/or paused based on a number of reasons. Some examples include Vacation, Workload, and Ability to effectively follow up on current leads. Notice of adjustments should be given 48 hours prior to adjustment. Lender Cross Selling All leads should be cross sold with our partnering lender unless there is a conflict of interest. It is our responsibility to cross sell for the preferred lender that we are co-marketing with. Low Price Lead Handling Any low price lead must be properly qualified as such, and the original lead handling process applies until such qualification is made. Leads should not be qualified based on online search price alone. Personal contact with lead is still required. Low priced leads applies to leads for $100,000 or less. Once qualified as low price, transfer to CCC to determine course of action, if any. NON-PERFORMANCE The optimal objective is for each member of LHHST to achieve their stated goals.professional and personal. Each member of the Team signed an agreement certifying, agreeing, and committing to meet certain minimum requirements including attending Team Huddles/Meetings, complete Daily Activity Records, and achieve a minimum production goal of two transactions per month. Below is the agreement, decided amongst Buyer Partners, of what is permissible and the consequences for nonperformance. Buyer Agent prospecting and follow up activities will be logged in Critical Activities tracker by 5p Monday for the week prior. 1. Each Team Member may have two (2) absences per month without consequence from any of the aforementioned requirements.

5 2. Each member will inform Team Leader or Sales Coordinator if they are unable to attend any of the above requirements. Telephone, , or text messaging is appropriate. 3. Consequences for Non-Performance. Buyer Partners agreed that some consequence should be in place and known to Buyer Partners if the Team s minimum requirements of not achieving minimum monthly goal of two (2) transactions per month, not attending Team Huddle, not participating in Team Call Nights, are not met. The following consequences are agreed to. (a) Buyer Partners who do not achieve agreed upon standards, will prospect two hours per day in the office for a period of thirty (30) days. Buyer Partner will report to Sales Coordinator prior to beginning their call session to agree on leads to be called and report back with results. (b) Buyer Partners will be taken off of the Buyer Partner On-Call Roster and not receive new leads/prospective clients for one (1) month. Prospecting from the Buyer Partner s current leads and the General Lead Pool will be the only source of leads/prospective clients. Lead Management Reporting I. Weekly Accountability Reports a. Pulled every Monday at 10a by CCC for all leads generated between the week prior b. Accountability Report will track the following: i. # of New Leads received (Active vs. Trash/Archive) ii. # of leads Not Viewed iii. % of leads with Agent E-alerts set (not system generated) iv. % of leads ed (not auto drip) v. % of leads called (every call must be logged) vi. % of leads with To-Dos set up vii. Average time to first viii. Average time to first call attempt Additionally, all leads in Hot, Nurture and Watch categories will be reviewed to ensure proper handling of leads in process (i.e. to verify that they ve been called based on minimum standards). II. Expectations and Standards a. The following expectations and standards apply to all ACTIVE leads: i. % of leads called = 100% ii. % of leads ed = 100% iii. % of E-alerts set = 100% iv. % To-Dos set = 100%

6 b. The following expectations and standards apply to leads in specified categories: i. Hot % of leads contacted in last 7 days = 100% ii. Nurture % of leads contacted in last 14 days = 100% iii. Watch % of leads contacted in last 30 days = 100% c. Daily TO-DO s: These calls should be made daily to prevent falling behind and keep a consistent schedule. To-Do s should never be more than 2 days behind. III. Corrective Action a. The following actions will apply to any agent not meeting expectations 1 st Instance Warning and Consultation meeting 2 nd Instance No leads assigned for following week and Formal corrective action plan 3 rd Instance No leads assigned for 30 days and Formal performance evaluation