BENEFITS OF THE INBOUND MARKETING PROGRAM

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1 BENEFITS OF THE INBOUND MARKETING PROGRAM Make more money The company already routes leads to brokers through various channels, but the inbound department generates more, different, high quality leads. This naturally creates more business building opportunities for participating brokers. The new leads are attracted to the company using social media, pay-per-click advertising, and organic search engine optimization. Learn when your client is active The inbound program notifies brokers when their associated customers are demonstrating hot-buying behavior online, prompting the opportunity to communicate in a timely manner. Nurture customers Customers that opt to receive marketing communications from the brand become leads. They will then routinely get valuable and applicable insights designed to enhance their buying, selling, and home life experience. This keeps the company and broker top-of-mind between buying and selling cycles. Bolster your brand The website and inbound marketing communications that are designed to nurture leads through the buying and selling life cycles provides a unique customer experience that is different and better than competing brands. The broker s brand is bolstered by associating with a company that is better servicing its customers before they are connected with a broker.

2 BROKER LEAD RESPONSE BEST PRACTICES Understand the qualified lead Qualified leads enter LeadRouter as the original source CB Bain Seal Inbound. Every lead has engaged with the CB Bain Seal brand online, some for several months and others more recent. The leads are identified as hot prospects using a sophisticated algorithm that monitors website activity and keeps track of answers to online questions. Any one of the following three indicators, or any combination of the following indicators, qualifies the lead as hot prospect. 1. The qualified lead has searched for properties on CBBain.com or CBSeal.com at least three separate times and has browsed over 20 property pages. 2. The qualified lead is looking to purchase or sell a home sometime within the next 0-12 months, based on an answer provided to an online form. 3. The qualified lead is pre-approved for a loan to purchase a home, based on an answer provided to an online form. Make the first move count The qualified leads may or may not be expecting to hear from a broker, so it s important to approach them tactfully. The original notification sent to

3 brokers and the Lead Detail area within LeadRouter informs brokers why the lead is identified as a hot prospect. The following script is recommended for the first point-of-contact with these leads. Hello, my name is. I m a real estate broker with Coldwell Banker Bain Seal. It looks like you ve been viewing some homes online in the greater area. Can I answer any questions about a particular property you have in mind? Setup a next contact date After making a determination about the status of the lead, it s important to setup the next contact date in LeadRouter to remind you when to contact the qualified lead again. When making notes in the status update simply click the Next Contact Date field below the Add Comments section. For any questions about how to use LeadRouter, contact your office manager for assistance.

4 INBOUND MARKETING PROGRAM FAQ Q) What is the inbound marketing program? Inbound marketing is the process of attracting, nurturing and converting browsing customers into clients using digital tools and strategies. The technique has been incorporated to take advantage of the online web traffic by generating more highquality leads. Q) What is the goal of the inbound marketing program? The goal of the inbound program is to help brokers build their client base and therefore their business. Q) How does the program work? It s simple. New customers are attracted to cbbain.com and cbseal.com using digital product offers, outbound s, social media, pay-per-click advertising, and organic search engine optimization. Once at the website, additional value opportunities (home-owner tips, digital product offerings, etc.) are provided in return for their address. Once a customer provides their they become a lead. The program keeps the lead engaged and nurtures them in anticipation of when they might be ready to speak with a broker. When that time comes, the lead is sent to the applicable, geographic branch. Q) Will associated clients receive marketing solicitation from the brand? It depends on the personal preference of the associated client. If the checkbox to receive marketing messages is selected at the point of registration, they will receive marketing solicitation from the brand. If the checkbox to receive

5 marketing messages is not selected, they will not receive marketing. In addition, every marketing sent by the company must, by law, provide an easy way to opt out of future messages. Q) How is it decided a lead is ready to connect with a broker? Using sophisticated lead scoring algorithms, the potential lead s online activity is monitored for hot buying behavior. Also, digital products are routinely sent to potential leads in exchange for more information, such as their buying timeline and if they are pre-approved for a loan. Q) How are qualified leads handed off to the brokers? The lead scoring system is integrated with LeadRouter to automate the process and provide visibility, accountability, and measurement. Qualified leads are sent to the applicable branch based on the zip code of the last property searched online. At that point, the leads are distributed by the PMB to brokers that are participants in LeadRouter. Q) What happens if an associated contact becomes a qualified lead? Associated clients that become qualified leads trigger a status update for that lead in LeadRouter. If the lead does not exist, a new contact is created. In both cases, only the associated broker is notified the customer is displaying hot buying behavior, giving the broker an opportunity to communicate with the client in a timely manner. Q) What prevents associated clients from being given to a different broker? Due to the safeguards in place to protect associated leads, this scenario should not happen. Every qualified lead is back checked across the company database and is sent to LeadRouter with the Crest ID of the associated broker. Also, new customers that register for CBBain.com or CBSeal.com are asked if they have a preferred broker. However, the best way to guarantee associated leads are not

6 reassigned is to make sure new clients are registered with CBBain.com or CBSeal.com and has selected the appropriate broker. Q) What happens if an associated lead ends up with another brokers? The PMB is authorized to correct the situation when notified. Q) Is there a referral fee for inbound marketing leads? Yes, the referral fee is 25 percent for new leads. There is no referral fee for existing associated leads. Q) What is required to participate in the inbound marketing program? Brokers must have a LeadRouter account in order to participate, but all brokers are encouraged to join. Speak with a PMB for more information about signing up for LeadRouter.

7 Organic Search: Google, Bing, Yahoo, Etc Site Referral: CB National, Listhub, Etc Print Publications, Digital Ad, Payper-click Advertising Marketing, Social Media, Etc Customer Lands on CB Bain or CB Seal.com Requested Page Customer Registers with Site, Becomes a Lead Lead asked, Do You Have Preferred Broker? No Yes Lead Selects Broker Lead is Scored, and passed to LeadRouter Is Lead Registered With a Broker ID? How does a customer become a lead from cbbain.com and cbseal.com? Lead is Passed to Broker Yes No PMB Assigns to a Broker