MASTER THE ART: ULTIMATE LEAD GENERATION & CONVERSION

Transcription

1 MASTER THE ART: ULTIMATE LEAD GENERATION & FB.com/NellisGroup 1

2 BEING SOLD 2

3 BEING SOLD THE RIGHT WAY THE RIGHT PATH INFORMATION SELLING YOURSELF RELATIONSHIPS 3

4 7 LEAD GENERATION MYTHS 1. I am too busy 2. I can t spend a lot of money 3. I don t want to work with strangers 4. I can send them to my main website and expect a lead 5. I can t track lead generation results 6. Lead Generation doesn t require customer education 7. I need plenty of my own success stories to share Small Yahoo: Myths About Lead Generation LEAD GENERATION 4

5 10/9/2014 BUYING LEADS: PPC BUYING LEADS 5

6 PPC CONVERSION BUYING LEADS 6

7 LG: PPC WEBSITE CONVERSATION ADVANTAGE: New audience, top of search engines DISADVANTAGE: limited shelf life. Out of budget off the page. Costs money for every lead. Range: $1 $10.00 a lead depending on the market 7

8 LG: ZILLOW (PAID) LG: ZILLOW ADMIN PANEL 8

9 LG: ZILLOW IMPRESSIONS LG: ZILLOW CONVERSATION Advantages: They are a BIG player in the consumer s eye. More eyeballs for your company and leads. Disadvantages: Paid service. Using your own listings to charge you for your own leads. Buying impressions limited market share and expensive. 9

10 LG: TRULIA (PAID) LG: TRULIA (PAID) 10

11 LG: TRULIA CONVERSATION Advantages: Similar to Zillow in eyeballs. Now owned by same parent company. Open blog platform Trulia Voices for consumer interaction. FEATURED (get home above others). Disadvantages: Paid service. Using your own listings to charge you for your own leads. LG: Real Estate Longtail (RELT) 11

12 LG: Real Estate Longtail (RELT) LG: Real Estate Longtail (RELT) 12

13 LG: RELT CONVERSATION Advantages: More qualified lead. Searching for specific keywords. Not subject to PPC disappearing from page 1. Disadvantages: Paid service. Not at the top for every search phrase. LG: BLOGGING TAGGING 13

14 LG: BLOG SPECIFIC Community Specific LG: BLOGGING: KEYWORDS/PAGES 14

15 LG: DIRECT MAIL LG: DIRECT MAIL CONVERSATION Advantages: Gets into the homes you want to sell. Can generate buzz. Great for branding. Disadvantages: Paid service. Low conversion percentage. Numbers game. 15

16 LG: OPEN HOUSES 100 Buyers 47 Visit an Open House 7 Buyers Use Agent from the Open House 40 Buyers Leave Open House Unrepresented or Represented by Another Agent Carolyn C. in Manassas, Virginia, who estimates that close to 50 percent of her listings originate from contacts made at open houses! LG: OPEN HOUSE CONVERSATION Advantages: Meet new buyers and new sellers. Ripple Effect when listing a home. Great for branding. Disadvantages: For selling the current home (less than 2% per NAR). Time not lead generating while hosting it. Can t be done from your office. May have no one show. 16

17 LG: VENDORS LG: VENDORS CONVERSATION Advantages: Already established relationships. Share many of the same contacts. They can crosssell you. Warm lead. Disadvantages: Could ruin a relationship. May expect it in return. 17

18 LG: SOCIAL MEDIA LG: FACEBOOK PROFILE PHOTOS 18

19 LG: FACEBOOK STATUS UPDATE The NEW F.O.R.D. 19

20 CREATE 3 LISTS PRIVACY SETTING 20

21 LG: ENGAGING CONSUMER LG: YELP 21

22 22

23 LG: TWITTER USERNAMES LG: HASHTAGIFY.ME 23

24 LG: HASHTAGIFY.ME LG: TWITTER HASHTAGS 24

25 LG: TWITTER HASTAG EVENTS LG: LINKED IN 25

26 LG: MEETUP.com 26

27 10/9/2014 LG: MEETUP.com LG: MEETUP.com 27

28 LG: MEETUP.com LEAD GENERATION: ORGANIC 28

29 SPHERE OF INFLUENCE: SOI 29

30 SOI MAP 30

31 HOW DO YOU CONVERT? 31

32 11 CONVERSION ESSENTIALS 1. GIVE them what they want (Price, etc give them more) 2. FAST, FAST, FAST (Lauren) 3. Multi media approach (Call, , Video Text, Video ) 4. CTA 5. Price Bracket (PBE) 6. Know your Numbers 7. Get them IN the Office 8. Set an Appointment 9. Consumer Benefit instead of Sale Driven 10. Create a Niche 11. Utilize your own RE Terminology 1. GIVE THEM WHAT THEY WANT What is the sales price? Can I see the home today? The home is $500,000 and has been on X days, are you familiar with this floor plan? Do you know about the different neighborhood amenities? We have all of the detailed information where we can send direct to you what is the BEST address for you? 32

33 1. GIVE THEM WHAT THEY WANT What is the sales price? Can I see the home today? We would love to get you in the home today. It does require an appointment. If we can not go in the next 10 minutes, can you do today at 6 pm or tomorrow at 12 pm? 2. FAST, FAST, FAST 33

34 2. FAST, FAST, FAST 2. FAST, FAST, FAST 34

35 2. FAST, FAST, FAST 1.CALL 3. MULTI MEDIA (4 STEPS) Thank you for visiting our site to look for X homes in XYZ neighborhood. I was calling to see what information I could provide you about the models in the community or the amenities Thank you for your interest in 123 Main Street. That is a great home, what originally attracted you to it online? 35

36 3. MULTI MEDIA (4 STEPS) 2. Make it SPECIFIC to their SEARCH Make it SHORT Thank you for searching for condos in XYZ Community. Did you have a specific floorplan you wanted? 3. VIDEO TEXT 3. MULTI MEDIA (4 STEPS) 36

37 NEXT DAY: 4. VIDEO * RINSE/REPEAT 3. MULTI MEDIA (4 STEPS) 4. CALL TO ACTION (CTA) 37

38 5. PRICE BRACKET (PBE) Can you send me the information for 123 Main Street? 5. PRICE BRACKET (PBE) 38

39 6. KNOW YOUR NUMBERS 6. KNOW YOUR NUMBERS 39

40 6. KNOW YOUR NUMBERS 7. GET THEM IN THE OFFICE 40

41 8. SET AN APPOINTMENT 9. CONSUMER BENEFIT (not sale driven) 41

42 10. CREATE A NICHE 11. UTILIZE YOUR OWN TERMINOLOGY 42

43 11. UTILIZE YOUR OWN TERMINOLOGY Creating YOUR own Real Estate Terminology: I am sure you have been calling on other homes.. Did anyone tell you about the 5 pillars of real estate yet? I know that I would definitely not invest in real estate today unless it held up to the 5 pillars of real estate (pause) Would you like me to send you the 5 pillars and know how to start searching for the right home? 11. UTILIZE YOUR OWN TERMINOLOGY 43

44 BEING SOLD To Invest in People, as they Invest in Real Estate. Impacting the Next Generation, One Client at a Time. THANK YOU Time is the MOST precious gift we have thank you for spending it here. May we all: Impact the Next Generation, One Client at a Time. 44