Prospecting Tips and Tactics for Better Buyer Leads

Transcription

1 1 Prospecting Tips and Tactics for Better Buyer Leads Connection Maura Neill, CRS, ABR, CDPE, e-pro, MRP, REALTOR about.me/mauraneill

2 Would You Rather... 2

3 Work cold leads... 3

4 4 Work cold leads... Who have no personal connection to you. Who have no reason to trust you (yet). Who may not be real buyers.

5 OR Would You Rather... 5

6 Have warm leads? 6

7 7 Have warm leads? Who are referred to you by past clients, your sphere & other agents. Who already feel as though they know, like, and trust you. Who are ready to buy.

8 1. OPEN THE RIGHT DOORS... 8

9 1. OPEN THE RIGHT DOORS......TO OPEN MORE DOORS. 9

10 10 Source: NAR Profile of Home Buyers and Sellers, 2012

11 11 Put Your Marketing Efforts/Dollars In the Right Place Where are your clients coming from? Track your business last 2 years Track your business going forward Track everything not just closed sales, but every lead

12 12 Put Your Marketing Efforts/Dollars In the Right Place Where are your clients coming from? Track your business last 2 years Track your business going forward Track everything not just closed sales, but every lead Nurture your primary and secondary sources of business

13 13

14 Where Does Your Business Come From? 14

15 15 Where Does Your Business Come From? The answer might surprise you...

16 REALTORS Surveyed 65%

17 REALTORS Surveyed 65% Top Buyer Lead Referral Source: Past clients/referrals from past clients

18 REALTORS Surveyed 9%

19 REALTORS Surveyed 9% Zillow / Trulia Referrals took 2 nd place (for 1 st choice)

20 REALTORS Surveyed Asked to rank their top 3 lead sources:

21 REALTORS Surveyed Asked to rank their top 3 lead sources: #1 - Past clients (repeat referral business)

22 REALTORS Surveyed Asked to rank their top 3 lead sources: #1 - Past clients (repeat referral business) #2 Referrals from agents / Social media [tie]

23 REALTORS Surveyed Asked to rank their top 3 lead sources: #1 - Past clients (repeat referral business) #2 Referrals from agents / Social media [tie] #3 - Social media (Facebook, Facebook Business Page, Twitter, Pinterest, Google+, Instagram)

24 24 Tracking Buy Sell Live Atlanta Team My Top 3: Past clients/referrals Referrals from agents Facebook (social media)

25 25 Tracking Buy Sell Live Atlanta Team Referrals - Agent: 24% Past clients Repeat: 20% Internet: 17.5% (Zillow, personal website, lead system clients with no prior connection) Referral Client: 16% Sphere (Family-Friends-Acquaintances): 15% Referral Sphere: 5.5% Other: 2% (FSBO seller turned buyer, sign call)

26 26 Tracking Buy Sell Live Atlanta Team Referrals - Agent: 24% Past clients Repeat: 20% Internet: 17.5% (Zillow, personal website, lead system clients with no prior connection) Referral Client: 16% Sphere (Family-Friends-Acquaintances): 15% Referral Sphere: 5.5% Other: 2% (FSBO seller turned buyer, sign call) 36% Past clients Repeat/Referral

27 27 Top Words/Phrases in REALTOR Survey Follow-up Relationship Honesty/ trust Top of mind Testimonials / reviews Stay in contact Community Stay visible Authenticity Credibility Talking to people Database

28 28 2. LISTEN TO WHAT THEY RE SAYING.

29 Enhance Your Online Presence 29

30 What Are Consumers Asking? 30

31 31 What Are Consumers Asking? Make a list of FAQs

32 32 What Are Consumers Asking? Make a list of FAQs WHAT are consumers asking? Your clients and sphere Your Facebook friends Your potential clients Facebook Business Page Trulia Answers and Zillow Advice

33 33 3. EMBRACE TRANSPARENCY.

34 34 Frequently Asked Questions = Frequently Answered Questions

35 The 5 Ws (and 1 H) 35

36 36 The 5 Ws (and 1 H) Who? What? Where? When? Why? and How?

37 37 Your FAQs Make a running list of your FAQs

38 38 Your FAQs Make a running list of your FAQs What is earnest money? Why do I need to get a home inspection Why does my lender require an appraisal? What is the property legal description? Should I buy owner s title insurance? What is radon, and should I test for it? What are closing costs? What does escrow mean?

39 39 Your FAQs This list is your inspiration for your online presence: Blog posts Website content Video content Buyer brochures Mailers newsletters

40 4. SPREAD THE LOVE. 40

41 41 Source: NAR Profile of Home Buyers and Sellers, 2012

42 42 BUT only 10% do! Source: NAR Profile of Home Buyers and Sellers, 2012

43 43 BUT only 10% do! WHY? Source: NAR Profile of Home Buyers and Sellers, 2012

44 Online Reviews 44

45 45 Systematize the Ask Where are your reviews being found? Your website? Zillow / Trulia Your Facebook Business Page

46 46 Systematize the Ask Where are your reviews being found? Your website? Zillow / Trulia Your Facebook Business Page Create a system to make the ask every single time

47 47

48 48

49 49

50 5. CONSISTENCY IS THE KEY. 50

51 Evaluate Your Systems 51

52 52 Evaluate Your Systems* Buyer Incubation System (your pipeline of future buyers) Buyer Consultation System Buyer System Buyer Under-Contract System Post Closing System

53 53 Evaluate Your Systems* Buyer Incubation System (your pipeline of future buyers) Buyer Consultation System Buyer System Buyer Under-Contract System Post Closing System * Do the same for your listing systems!

54 Create Your Plans 54

55 55 Create Your Plans End-of-Year Planning Now s the Time! Business Plan Marketing Plan Keep-In-Touch Plan

56 Set Up Your Tracking 56

57 57 Set Up Your Tracking What do you need to track? Lead Sources Marketing dollars spent by lead source Lead source follow-up Average Sale Price GCI / Net Income Referral Fees Paid Website Analytics, Facebook Insights, etc.

58 What Do Your Web Analytics Tell You? 58

59 59 What Do Your Web Analytics Tell You? Who is looking at your site? Demographics (age, gender, interests) Location (city, state, country)

60 60 What Do Your Web Analytics Tell You? Who is looking at your site? Demographics (age, gender, interests) Location (city, state, country) Is your content working? Are you giving the consumer the information they want? How are they navigating your site? How long are they staying on your site?

61 Give Consumers What They Crave 61

62 62 Tried and True Tactics

63 63 What s Working? Look back at your tracking and your marketing plan:

64 64 What s Working? Look back at your tracking and your marketing plan: What s working? Keep doing that and allocate more resources (time, money, energy) there. What isn t working? Stop doing that re-allocate those resources elsewhere.

65 65 Tried and True Tactics Client events get in front of your people No substitute for Face-to-Face

66 66 Tried and True Tactics Client events get in front of your people No substitute for Face-to-Face Reward loyalty handwritten notes go a long way Appreciation will appreciate Your stock goes up with every thank you

67 67 Tried and True Tactics Client events get in front of your people No substitute for Face-to-Face Reward loyalty handwritten notes go a long way Appreciation will appreciate Your stock goes up with every thank you Give the consumer what they want: information

68 Think Outside the Box 68

69 69 Try Something New Be adventurous Try Facebook ads to draw attention to your website, blog, or You Spend a little Don t be afraid to spend a little just make sure it s trackable and that you re tracking it Be consistent Give a new idea time to take hold

70 Q & A 70

71 71 Connect with Me about.me/mauraneill