Six Principles of Leads Management The CENTURY 21 Leads Management System

Transcription

1 Century 21 Real Estate LLC. A Realogy Company, All rights reserved. CENTURY 21, the CENTURY 21 Logo are registered service marks owned by Century 21 Real Estate Six Principles of Leads Management The CENTURY 21 Leads Management System 1

2 C21 Leads Management Model Six Principle Elements Create a closed loop: Maximize opportunities Minimize lost revenue Customer centric Performance based

3 Leads Incubation 3

4 C21 Leads Management Model

5 Leads Management Mission Statement At the end of the day this is about closing the business opportunities we have, MANAGING THE ONES WE GENERATE, gaining market share, and exceeding the consumer s expectations! SMARTER. BOLDER. FASTER.

6 Lead Incubation A great way to grow your business

7 National Statistics Why Lead Incubation 50% of Internet leads never get a response. Average response time is 54 hours! 21 percent of Internet buyers expect a real estate sales associate to respond instantly and 23 percent expect a response in 30 minutes or less. NAR: ~88% of home buyers use the Internet to find a home and a real estate professional to represent them NAR: ~94% of Buyer rated responsiveness as an import quality in choosing an agent. Excessively high percentage of Internet leads marked as dead.

8 Its NOT the Leads You Get It s The LEADS you Get to KEEP!

9 WHY LEADS Management?? Is It WORTH IT?? Example ONLY----- Based on an Ave sales price of a 3% Commission per side--an increase of 10% in Captured Leads--And a Conversion Rate increase from 1% to 3%... Your operation could bring in close to an additional $200,000 through the door! SO, YES.It MIGHT be worth it

10 First Question to ask yourself Who is responsible for lead incubation? The Individual Company/Office? The Agent? or Both?

11 The Office If the office: 1. Who's job will it be? 2. What tools will you provide them? 3. Do you have written expectations for the management of the leads and conversion ratio? 4. Has this person or persons received proper training to meet the expectations?

12 The Agent If the Agent: 1. Does every agent receive leads? 2. Is there a qualifying process for an agent to be an active member of the leads team? 3. What tools are you supplying the agent? Have they been trained to use this tool? 4. Is there a written leads policy which includes the guideline for reporting the progress of the lead from capture to closing? 5. Does the agent understand the difference between a lead and a referral?

13 Office and Agent If Both: 1. What tools are you supplying to your company? Has there been training to use this tool or system? 2. Is there a individual office written policy that explains who will be communicating with the lead on a regular bases before and after a transaction has closed 3. Is there a written policy explaining ownership of the lead between the individual office and the agents? 4. Who will be incubating the leads on behalf of the office? And how often?

14 Repeated Key Factors 1. Is there a written policy that addresses lead ownership and incubation between the individual office/company and agent? 2. Clear understanding of accountability and reporting all directed to achieve the lead capture to close goal 3. The need for a system with a key PLUS: having an automated or electronic incubation feature within that system

15 Written Lead Policy and Procedure One of the key points you will notice in all 6 elements of the CENTURY 21 Lead Management System is the strong need for a written policy. This policy should address the following topics which will cover lead Incubation 1. Lead Ownership 2. Accountability 3. Progress Reporting 4. Expectation of Lead Conversion 5. Preferred System to Manage and Maintain the Lead Within

16 Accountability What are we keeping agents accountable for when it comes to incubation. Maintaining the lead through the incubating process capture to close Documenting and reporting the steps taken to complete this process Holding them to a written policy or business rules. Example: Outlining a minimum standard for incubating leads for a minimum of 6 months - one year time frame, etc: Here we offer a LeadRouter SM business rule example: o First Update(in Hours) i.e. 24 Hours o Second Report (in Days) i.e. 3 Days o Third Report Update (in Days) i.e. 21 Days o DRIP (in Days) every 45 Days

17 The System You might already have a system. That system could be as simple as using 3x5 cards indexing each lead as it comes into your office. Or as complex as software integration including automated incubation. You should ask the following questions: Is it meeting or exceeding your needs? Is it cost effective and time saving? Is it labor intensive? Is the data being stored or backed up so not to be lost in case of disaster? Is the data accessible to you and your agents? Is it a short or long term solution to your office s needs for leads management?

18 Lead Incubation Incubation can be done several different ways depending on which way you have decided to manage your data base. (3 x 5 cards) Incubation is simple. It is following up with your leads on a scheduled routine. This can be done by simply moving the card from this month to the next. It is your job to make sure you add notes, notes on everything every piece of new information you receive.

19 Lead Incubation Incubation becomes a lot simpler when you start using and electronic data bases Outlook Schedule s Calendar updates Schedule appointments Added client notes Sync with smart phone

20 It Really Doesn't Matter WHO does it. What matters is that it gets DONE

21 The Next Step By now you should have the answers to some key questions which will enable you to effectively start and manage your lead incubation process. Who is managing the incubation? What system they will be using for this process? Lets look into incubation as a whole

22 Why are there so many leads marked cold or abandoned? Most agents use the 3 strikes and you re out rule of leads management without even using any form of leads incubation. Lets take a look

23 This is where Lead Incubation meets Lead Ranking Now we understand leads need time to develop into ready, willing, and able customers. As a Broker or Agent it is your job to rate and score the lead based on the customer s needs. This helps determine the length of time for the incubation process (you can learn more about Lead Ranking processes from the Leads Management Resource Center and review the Lead Ranking & Scoring WebEx session). Two main factors to consider when deciding what incubation tract include: 1. The amount of the information received. The more the better: including full name, phone, and Is the lead interacting with the agent, responding, or asking more questions?

24 The Lifecycle of an Internet Buyer Subconscious thought Step 1 Joe buys a house and I think "wouldn't that be nice" Step 2 Sue buys a house, I think: "wouldn't that be nice, because, Step 3 Lou buys a house, I (verbalize) "wouldn't it be nice because, I want to..." Conscious thought Step 4 Make contact begin to act on thoughts Step 5 He has entered into the process and is actively working towards purchasing a house The close

25 Lead Ranking Every lead that you receive should be scored or ranked by the same measurement process. This will allow for a controlled system in managing your pipeline. Each item you use to score your leads should be given a value. Here is an example: Lead name first and last address Phone number Mortgage approval Active Communication Linked on Social Media Referred by another person Client 15 points 15 points 10 points 20 points 20 points 10 points 10 points 100 points Totaling a Perfect

26 Lead Ranking When you place these leads into whichever system you chose, you will see the value you are getting from your lead generation sources. Here is an example: Lead name first and last address Phone number Mortgage approval Active Communication Linked on Social Media Referred by another person 15 points 15 points points points points 10 points points 40 points

27 Lead Ranking Scores will determine what type of incubation or activity each lead will receive to convert into closed business. Here Is an example: Lead name first and last address Phone number Mortgage approval Active Communication Linked on Social Media Referred by another person 15 points 15 points 10 points points 20 points points points 60 points

28 As an Example: Business Ready Lead Ranking Determines Lead Incubation Timelines Hot Leads 60 points to points plus Speaking with daily or weekly Scheduling appointments Weekly calls and s Inviting to open houses Sending properties via Working Leads 45 points to 59 Monthly phone call 6 month campaign Drip Leads 44 points and lower Monthly phone call 12 month campaign

29 CENTURY 21Business Builder SM Marketing Materials 30

30 Send Targeted Drip Campaigns Such as : Enjoy the Go Green Series Homeowner Tips Or Distressed Seller Campaign! 31

31 Educate with Newsletters New articles monthly Add links, listings, articles and more Customize articles each month offered in English En Casa offered in Spanish 32

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33 More training on these tools and systems

34 CENTURY 21 Business Builder SM Session 1: Overview of the Tool Session 2: Manage all of Your Leads Session 3: Creating Professional Marketing All sessions are self-paced, accessible 24/7

35 In Closing: It s 3 Simple Steps 1. Lead incubation is all about moving prospects through the buying process. 2. It s about having consistent, non-threatening yet meaningful dialogue regardless of the client s placement in the buying process. 3. It's about building trust and becoming a safe source of real estate information while bringing that lead from capture to closing.

36 C21 Leads Management Our Mission MISSION: At the end of the day this is about closing the business opportunities we have, managing the ones we generate, gaining market share, and exceeding the consumer s expectations! SMARTER. BOLDER. FASTER.

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38 Q & A Next Leads Management Session: