Top 20 takeaways from Million Dollar Pipeline Program

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2 Top 20 takeaways from Million Dollar Pipeline Program #1 Motive! Why do you do what you do? Ask yourself, Why did you get into real estate? The one extra degree of effort in business and in life separates the good from the great! o Service o Attitude o Leadership o Commitment o Belief o Focus Watch 212 degree motivational video: #2 Identify your transaction goal #3 Understand the consumer timeline 85% of leads generated today are in phase 1 (pre-research), you must provide relevant content to keep them engaged with you throughout the entire process

3 #4 Identify each demographic Each demographic searches differently online and communicates differently. Gather information about your lead and provide relevant content based on their needs. Traditionals o Over the age of 66 o Most are retired o Looking for more efficient living spaces o Could be looking for vacation homes o Still answers to print and campaigns Baby Boomers o Between the ages of o Very diverse set of needs o Some are looking towards retirement o Some have been hit hard by the recession and are looking to downsize o Quite a few empty nesters Generation X o Between the ages of o Ready to trade up o Some make-up first time home buyers o Technologically savvy o Internet, social media, search engines o Values suburban amenities o Schools, parks and neighborhood perks Millennials o Under the age of 35 o First time home buyer o Technologically savvy Internet, social media, search engines o Researches independently to enhance their buying experience

4 #5 Structure your database by lead status Categorize your leads based on activity. This will help you organize your database and prioritize based on lead activity. #6 Stop their search! Consumers are searching on several sites, stand out by responding quickly. You are there to be a source of information in the beginning of their search. Get them back to your website Eliminate other search engines Determine timeline and demographic #7 Information gathering It s easy to chase leads away by trying to be their agent, during phase one just provide information and the agent information will follow when they are in phase 2. Recommended Listings o Provides consumers with their most relevant content which pictures and details of homes. Plus you are driving them back to your website. Market Insider o Use relevant neighborhood data to drive your consumers back to your site while they are in gather mode.

5 Listing Alerts o Automated technology that will assist you on driving consumers back to your site. Multi-touch Campaigns o Allows you to stay relevant during the consumer timeline while providing information. Relevant content vs. value proposition #8 Sellers: What are their gaps? The number one thing sellers want the value of their home. Understanding that and proving that will lead you to their gaps. Put on your consumer hat and provide the information they request. Timing o o Is now really the best time to list their home? List or refinance? Money = Equity o Unsure about equity in their home o Is it really enough to list or is refinance a better option? Motivation o Just curious not really motivated to do anything right now o What driving factors do they have to list their home today? Self-Esteem o Is this a credit issue? o Or more of an equity issue? Refer to the Seller Lead Conversion Plan: #9 Diversify your lead sources Your level of commitment determines the number of sources o Start with 2 or 3

6 Your market o Understand your own market and which sources will perform better Your time Your money o Focus on key partnerships Your transaction goal Location, location, location you can be the best agent and provide the best service but if no one can find you, what value are you providing? Diversify your lead sources by being found online in multiple places. Find your balance between spending time generating leads vs spending money generating leads. #10 Align your lead goal with your transaction goal Lead Calculator o You ve got your income goals how many leads do you need to get there? Let s do the math! o Check out the Lead Calculator Understand today s consumer o 9 out of 10 consumers start their search online o Picture and details of homes are the #1 driver for the consumer o Much more emphasis on neighborhood and school data today o Market conditions are important for buyers and sellers o Home values are being search for by today s seller o Short sale/foreclosure benefits and traps have become very popular o 70% of today s consumer choose their agent based on the first person that can provide them relevant content o Over 60% of those consumers make that choice in less than 1 day o Many more choices for consumers to gather content Search engines Craigslist 3 rd party websites Company branded websites Agent websites 3 Key Agent Activities to Drive More Transactions o Consistently add new leads Agents who add over 40 leads/month close 5X more transactions o Follow up quickly Agents who log in every day to their Pro system close 9X more transactions o Engage with multi-touch alerts/campaigns Agents with over 50% of their contacts on listing alerts or campaigns close 3X more transactions

7 #11 Blogging: If you are going to do it, connect to website or don t do it at all Keys to effective blogging o 5 paragraph structure o Engaging topics o Link back to your website o Leverage Market Insider o Use content you ve already written #12 Ask the Coach: Remove your agent hat and put CEO hat on get in touch with consumer Remember, it s all about responding quickly and responding with information that will be relevant to their needs. They don t need an agent in phase 1. This is your opportunity to position yourself as a community expert and provide information they can only get from a real estate agent. #13 Increasing your referrals The key is to stay in touch with your previous clients with a monthly or weekly campaign. Focus #1: Increase your circle o Open houses o Sphere of influence o 3rd party websites o Market Leader direct advertising o Consumer focused websites o Occupational partners Focus #2: Implement an action plan o Market reports o Home valuation o Targeted campaign o Listing alert o Referral incentive/referral fee o Communicate your ideal client o Patience

8 o Reduce your commission slightly #14 Digital body language Digital body language is the signals or behavior triggers consumers are providing as they come back and search on your website. Gather information and use that to provide relevant content. Views home Saves home Sets up listing alerts o New or refined alerts Requests more info on listing Changes zip code/neighborhood Short sale/foreclosure home Condos/Townhomes HOA Views Market Insider reports Requests pre-approval Provides phone number #15 Real Trends sign up and stay ahead Top 10 takeaways from Real Trends o SEO o SEM o Listing Portals o Social Media o Video o Mobile strategy o Speed it up o What is a lead o CRM Visit Real Trends today! #16 Know your business: website traffic/consumers Top 4 reports in your Pro system: Search Engines o Key Word Overview o Key Word Analysis Referral Links o Top Referral Links Global Stats o Maps o All Countries o City Detail

9 Visitor Totals o Page Views o Unique Visitor Activity o Website Summary #17 Social Media: Take off your agent hat 4 reasons real estate agents leverage social media o Become a trusted advisor o Share engaging content o Motivate prospects to get off the fence o Offer real estate news to attract new prospects Write rich and compelling content Get your message out don t post and pray! Navigate various social media channels #18 Laura Fitzgerald Information gatherer Give them the information they NEED! o We are not realtors until we are showing them a house. Until then, we are information gatherers!

10 #19 Laura Fitzgerald Numbers game Go find more lead source! Spend the money and go find more than one lead source play the numbers game! o Implement the 7 day plan of attack o When you want more business, increase the number of leads flowing into your system and leverage the strategies in the Million Dollar Pipeline Program to work those leads. #20 Laura Fitzgerald Take concepts and make them your own This is your business, do what works best for you. Find your path to success by picking a few things to implement at first and grow from there. What s next? Stay tuned for summer school! Visit milliondollarpipeline.com for more information.