Converting Online Leads

About Kristy Hairston Kristy Hairston is an accomplished real estate professional with a passion for empowering others to excel. Kristy s personal experiences in delivering excellent service and growing her real estate business from just 6 transactions in her first year have inspired and equipped real estate agents with scalable solutions that work in any environment from one-on-one s to small group coaching to classroom settings to main stage presentations. 2012 Growth Champion, Recruited the most agents to her office 2012 Presidents Club, $14+ Million in sales 2012 Top Team of the Year, Sales Production award 2011-2012 Double Gold Recognition, Sales Production award 2012 Ranked #7 Team in Nashville by Realtrends

Today s Objectives Identify and categorize what a lead is Understand the mentality of today s buyer Understand the online buying experience for buyers Learn best practices to engage with leads Have a little fun

The Leads are weak!

Lead Myths If it doesn t have a phone number it s not a good lead. I ve got enough business already. Online leads don t commit to one agent. They re not ready to buy. If it s not a new lead, it doesn t matter.

Initial Contact: Who s Doing Whom a Favor? Sales & Non Sales Transactions I m Doing You a Favor, Bud Hey, this guy is doing me a favor This is a favorless transaction

What is a Lead? A person who may become a future client and has given you some form of contact information. They may provide either an email address, a phone number or a mailing address and sometimes all three.

Where do leads come from?

Understanding Buyer Concerns They just want a commission. I can save money by finding the house myself. I really just started looking. Should I commit to work with an agent? I need to get my finances in order first. I m not sure I want to buy a home right now, I have a home to sell.

Understanding today s online buyer 92% of home buyers used the internet to find properties 42% of home buyers started their search online looking for properties 38% were first time home buyers *Information from NAR 2013

Understanding today s online buyer More than 50% wanted their real estate agent to help them find the right home to purchase. Number of homes seen: 10 Number of weeks searched: 12 *Information from NAR 2013

12 Week Home Hunt Phase 1: Make Initial Contact All Agents Start online search Choose search tool Looking Eliminate Search Tool Looking/ Saving Looking/ Drive By Looking/ Drive By Preapproval View Homes View Homes View Homes

Understanding today s online buyer Do you have an agent? How Soon are you looking to buy? All I want to do is help you Call me Help me Agents: First Day of Lead Contact Buyer

Initial Contact: Tips and Best Practices Be First The Early Bird Gets the Worm 30 minutes or less Be Specific Reference where you met Put address in subject line Be Brief Thank them Ask questions Be Slow Be Long-winded Be Vague Give All the Answers

Initial Contact: Over the Phone If lead supplies phone number and email address: Call them first Email them for follow-up If no answer: Leave a voicemail Hi, <name> this is <agent name> with ABC Realty. Thanks for checking on <property> on my website. I have information for you. Please call me or text me with the best time to call you back.

Only an email address If lead only supplies email: Hi <name>, Thanks for visiting (name of site) to search for homes. I see you re looking for homes in (area/subdivision). Do you already live in the area? Or how long have you been searching? Hi <name>, My name is Kristy Hairston and I m the top sales agent in our office. I have helped hundreds of home buyers purchase a home. If I can help you, please give me a call.

If you call, and they answer Smile Mirror and Match Verify their information/ask for any additional information Ask the right questions Listen, Listen and Listen Ask more questions Find out the best time to call again or set an appointment

Roadmap to Success Verify Information or ask for additional information How long have you been looking? Is that the price range you were hoping for? Have you already worked out your financing or are you paying cash? Do you have a home to sell before you purchase your next home?

12 Week House Hunt Phase 2: Follow-up with client Fewer Agents Start online search Choose search tool Looking Eliminate Search Tool Looking/ Saving Looking/ Drive By Looking/ Drive By Preapproval View Homes View Homes View Homes

Qualify the lead A= Ready, Willing and Able to Purchase B= Ready and Willing to Purchase C= Ready to Purchase

Commit to a CRM Make sure you have a great CRM to hold your information: Database must haves: Ability to talk to you View/Document lead activity Mobile Functionality Place for Notes

A Few Examples Market Leader Top Producer Core Logic Follow Up Boss Real Pro 3 rd Party IDX Sites (Trulia, Zillow)

Follow up System Listing Alerts Site Activity Drip Marketing Outlook/Calendar Reminders Monthly Newsletter What is your plan of action?

12 Weeks to Purchase a Home Phase 3: The Turning Point Less than 1% Start online search Choose search tool Looking Eliminate Search Tool Looking/ Saving Looking/ Drive By Looking/ Drive By Preapproval View Homes View Homes View Homes

The Magic Number

Circle Back When was the last time you attempted to connect with the lead? Subject line: Checking on you I m just updating my records Are you still looking for a home this year? Have you been able to find the home you were looking for? Initially you were looking in <community>. Are you still looking in that area?

Provide New Information Send a new CMA of the community they were interested in Has anything changed with the house they originally inquired about? New Financing Updates Similar properties to the one they were originally searching Have they saved any new properties

Choices, Choices, Choices