Million Dollar Pipeline Program Workbook
Welcome to the Million Dollar Pipeline Program! Thank you for participating in the Million Dollar Pipeline Program training, live workshops, and resources designed to help you capture business and convert more leads into sales. The purpose of this program is for you to receive specific instruction on three levels. 1. Lead generation As a small business owner, this is the heartbeat of your business. You ll learn methods to generate enough leads, from multiple sources, to fuel your business and achieve the goals you set. 2. Lead engagement We are passionate about teaching you how to respond and engage all leads effectively, regardless of timeline. You will learn a prescriptive plan of attack that you can cater or modify to your needs. 3. Industry trends CEO series The third and final level is our CEO series where we focus specifically on industry trends and the knowledge you need to grow your business. You will have access to industry speakers, CEOs of small businesses, and top agents across the country. By leveraging the Million Dollar Pipeline Program and focusing on these three levels of excellence, you ll have a plan of attack to consistently meet and exceed your monthly transaction goals. Let s go to work! Your keys to success: Million Dollar Mondays: live each week Recorded sessions & notes Your personal workbook Weekly tips
Concepts vs. tactics We believe it s important to understand the whys before the how-tos. Aligning with the workshop curriculum, your workbook focuses on concepts first, tactics second. Meet your instructors: Kerm Foltz SENIOR DIRECTOR, AGENT SUCCESS With over 20 years of teaching and leadership experience, Kerm Foltz is passionate about helping real estate professionals grow, manage, and take their business to the next level. Kerm believes that agents don t wake up in the morning not wanting to be successful they just don t know how to achieve success. By understanding the why and learning the how of consumer engagement, you ll maximize your leads and your closings. Get ready, we re not turning back! Jack Markham DIRECTOR, ONLINE STRATEGIES Jack Markham shares successful online marketing strategies to thousands of real estate professionals each month. His expertise lies with understanding today s consumer and implementing techniques that connect consumers to agents. He is an industry leader in generating leads from Craigslist, social media, print marketing, and referrals. With over 10 years experience using the Internet to increase profits for small businesses, Jack s wealth of knowledge can help you improve your online marketing effectiveness and lead-generation results. His passion for helping real estate professionals is contagious watch out!
Contents Building the foundation for Your Million Dollar Pipeline 4 Essential steps for winning clients Finding sellers & winning listings 90 minutes of Craigslist: Steps for posting buyer and seller ads Extend your reach with targeted mailing lists Ask the coach Increasing your referrals Part 1 - Leveraging social media Part 2 Traditional referral techniques to catch today s consumer Learn from an industry expert Influencing the consumer s timeline Dissect your numbers Roundtable panel Goal setting/productivity basics Business plan What to expect in 2014 & Ask the coach page 5 page 9 page 13 page 18 page 22 page 25 page 27 page 30 page 33 page 35 page 38 page 41 page 44 page 48 page 51
section Building the foundation for your Million Dollar Pipeline MILLION DOLLAR PIPELINE PROGRAM WORKBOOK
Building the foundation for your Million Dollar Pipeline Concepts CONSUMER TIMELINE FOR BUYING 1yr 0mo 6mo 6mo 6mo 2yr Consideration/Pre-Research Active Research Buying What you need to know about today s consumer Phase 1 Phase 2 Phase 3 Behavior Agent action Avoid this R.C./V.P.
Building the foundation for your Million Dollar Pipeline What you need to know about today s consumer (cont.) FOUR MAIN DEMOGRAPHICS Millennial Generation X Baby boomers Traditionals Who Motivation Pain points/ road block Your action
Building the foundation for your Million Dollar Pipeline THE NUMBER OF LEADS NEEDED EACH MONTH TO CONSISTENTLY MEET MONTHLY TRANSACTION GOAL Lead source options 1. Referrals 4. Print 2. Craigslist 5. Paid Direct 3. SEO 6. Paid 3rd Party Tactics Leads needed Month 1 actual Month 2 Actual Month 3 actual Month 4 actual Month 5 actual Month 6 actual Referral CL SEO Print Paid direct Paid 3 rd party Month 7 actual Month 8 actual Month 9 Actual Month 10 actual Month 11 actual Month 12 actual Month 13 actual Referral CL SEO Print Paid direct Paid 3 rd party
section 4 Essential steps for winning clients MILLION DOLLAR PIPELINE PROGRAM WORKBOOK
4 Essential steps for winning clients Concepts Your #1 goal when you get a lead Your consumers #1 goal when becoming a lead Stop the consumer search The role of your website Creating active leads 7 days what s next
4 Essential steps for winning clients Tactics 7 days to activate a lead We believe you have a seven-day window to get a consumer or lead back to your website in order to stop their search. This is what we mean by activate a lead. The average consumer becomes a lead seven or eight times before actually talking to a real estate agent. The only way to prevent that is to make sure that consumer is coming back to your website and gathering relevant content. Once that consumer returns, two things happen: one you have more information about them and more relevant content that you can deliver based on their behavior. Two you give that consumer an opportunity to reach out to you for more content. When these two things occur, your lead becomes active. consumer site system
Top 10 behavior triggers 4 Essential steps for winning clients
section Finding sellers & winning listings MILLION DOLLAR PIPELINE PROGRAM WORKBOOK
Finding sellers & winning listings Concepts Understand what potential sellers really need from you before deciding to sell MOST IMPORTANT REASON THAT PROMPTED THINKING ABOUT SELLING HOME Family oriented 13.4% Wanted larger house Other Weather related Retirement purposes/ downsizing Changing neighborhoods Lifestyle change Wanted smaller house Job relocation 7.7% 7.6% 8.4% 9.4% 12.2% 11.8% 11.8% 10.8% Short sale Investment Foreclosure/Bankruptcy 1.5% 2.3% 3.0% vacation house 13.4% 5% 10% 15%
Finding sellers & winning listings Seller timeline Phase 1 Phase 2 Phase 3 Behavior Agent action Avoid this R.C./V.P.
Finding sellers & winning listings Top 2 demographics 7 things sellers look for online
Tactics My action items for sellers Finding sellers & winning listings
section 90 Minutes of Craigslist: Steps for posting buyer and seller ads MILLION DOLLAR PIPELINE PROGRAM WORKBOOK
Concepts 90 Minutes of Craigslist: Steps for posting buyer and seller ads
90 Minutes of Craigslist: Steps for posting buyer and seller ads Tactics My Craigslist audience: 10 headlines for buyers 10 headlines for sellers
90 Minutes of Craigslist: Steps for posting buyer and seller ads My weekly Craigslist plan day day day day day day day EXAMPLE Day 1: - post 20 ads onto Craigslist 12 buyer focused 5 seller focused 3 neighborhood data focused Day 5: - renew all Day 1 ads - renew all Day 3 ads - Post 5 new ads onto Craigslist 5 buyer focused Craigslist plan Day 2: - post 20 ads onto Craigslist 15 buyer focused 5 seller focused Day 3: - renew all Day 1 ads - post 10 ads onto Craigslist 7 buyer focused 3 seller focused Day 4: - renew all Day 2 ads 7 buyer focused 3 seller focused Day 6: - renew all Day 2 ads - renew all Day 4 ads - Post 5 new ads onto Craigslist 3 buyer focused 2 neighborhood focused Day 7: - renew all Day 1 ads - renew all Day 3 ads - renew all day 5 ads
section Extend your reach with targeted mailing lists MILLION DOLLAR PIPELINE PROGRAM WORKBOOK
Extend your reach with targeted mailing lists Concepts Audience Direct Mail Templates Recommended Selections Sellers, Buyers, and Renters Target a neighborhood, development, or other geographic area (farm). Homeowners Who Might Be Likely Sellers Inventory is low. Encourage homeowners to become sellers. First-Time Home Buyers First-time home buyers share of home purchase transactions is about 34.5% according to NAR. Single Female Buyer Single women have made up between 16 and 22 percent of homebuyers, according to a recent NAR interview on NPR. Empty Nesters As Baby Boomers head into their retirement years, more and more 65+ homeowners are looking to downsize. Move-Up Buyers Many homeowners with growing families put off selling their homes and moving up during the recession. Now, there are opportunities for double-ended transactions if they sell. Multi-Generational Households Over 51 million Americans live in homes with multiple generations and may well need a home that accommodates a larger household. Veterans Establish a rapport within this niche market, particularly if you are a veteran or have experience working with veterans and VA loans. Vacation Home Buyers If you are in a vacation homes market, target buyers and sellers from other areas who are most likely to vacation in your area. Open House Just Listed / Just Sold Why Choose Me? Free Market Analysis Expired Listings Thinking about Selling? Free Market Analysis Feeling Hemmed In? Do You Need More Space? Housing Needs Changed? Feeling Hemmed In? Do You Need More Space? Place of Your Own Home Ownership Your Own House Place of Your Own Home Ownership Your Own House More Closet Space Housing Needs Changed? Baby Boomer to Empty Nester Gearing Up for Retirement? Feeling Hemmed In? Housing Needs Changed? Do You Need More Space? Room to Grow More Closet Space Feeling Hemmed In? Housing Needs Changed? Do You Need More Space? Room to Grow More Closet Space Veteran s Day Greeting Card Flags (4th of July) Lady Liberty (Memorial/Veterans Day) Stars & Stripes (Memorial/Veterans Day) Upload your own Veterans Day Flags Open House Just Listed / Just Sold Why Choose Me? Vacation Home Upload Your Own (with photos of your area) Address with radius ZIP codes Renter Homeowners Length of Residence: 7+ years Can further narrow by area and by home price range if you have buyers who are looking for a specific price in a certain neighborhood Income range Renter Age range Marital status Renter Gender: Female Income range Homeowners Length of residence Age range Dwelling unit size Households with children Income range Homeowners Estimated home value Households with children Grandparents in household Homeowners Housing type: Single family dwellings Households with children Grandparents in household Homeowner or renter Veterans in household Income range Homeowner Estimated home value Age range Pick content that resonates with your audience Drive people to your website with a compelling call-to-action Find a niche or under-served market to target your direct mail piece Reuse your list again: it may take 6 months for a lead to contact you so send multiple mailings Once a contact responds, add them to a marketing campaign or email listing alerts
Extend your reach with targeted mailing lists
section Ask the coach MILLION DOLLAR PIPELINE PROGRAM WORKBOOK
My questions for the coach Ask the coach
section Part 1 Increasing your referrals: Leveraging social media MILLION DOLLAR PIPELINE PROGRAM WORKBOOK
Part 1 - Increasing your referrals: Leveraging social media Concepts Social media has become the new outlet for our sphere of influence. It s crucial for every agent to understand how to use social media to impact their business. The biggest mistake most agents make while using social media is that they post the wrong content. The goal of social media is not to generate leads, but rather, to increase your followers and your sphere of influence. It s important that you are viewed as a neighborhood expert instead of just a real estate agent. By providing content that is relevant to neighborhoods (instead of focusing only on properties), you will attract more followers. When it s time to provide specific real estate content, more eyes will see it. Social media is the beginning of how you market-proof your business. The more you can grow your sphere, the easier it is to succeed in any market.
Part 1 - Increasing your referrals: Leveraging social media Tactics Steps to post on Facebook
section Part 2 Increasing your referrals: Traditional referral techniques to catch today s consumer MILLION DOLLAR PIPELINE PROGRAM WORKBOOK
Concepts Part 2 - Increasing your referrals: Traditional referral techniques to catch today s consumer
Tactics Part 2 - Increasing your referrals: Traditional referral techniques to catch today s consumer
8SECTION Learn from an industry expert CEO track MILLION DOLLAR PIPELINE PROGRAM WORKBOOK
CEO track Learn from an industry expert NAME: TITLE: CONTACT INFO: TAKEAWAYS: ACTION ITEMS: Notes:
section Influencing the consumer s timeline MILLION DOLLAR PIPELINE PROGRAM WORKBOOK
Influencing the consumer s timeline Concepts Consumer roadblocks and gaps you must bridge Consumer roadblock What?/Why? R.C./V.P.
Influencing the consumer s timeline Tactics Top 10 emails to influence the consumer s timeline Subject Content Call to action Subject Content Call to action Subject Content Call to action Subject Content Call to action Subject Content Call to action Subject Content Call to action Subject Content Call to action Subject Content Call to action Subject Content Call to action Subject Content Call to action
section Dissect your numbers MILLION DOLLAR PIPELINE PROGRAM WORKBOOK
Concepts Dissect your numbers
Dissect your numbers Tactics Leveraging analytics
section Roundtable panel MILLION DOLLAR PIPELINE PROGRAM WORKBOOK
Roundtable panel Name: Title: Takeaways: Action items: Name: Title: Takeaways: Action items:
Roundtable panel Name: Title: Takeaways: Action items:
12 SECTION Goal setting/productivity basics CEO track MILLION DOLLAR PIPELINE PROGRAM WORKBOOK
CEO track Goal setting/productivity basics 212 Degrees of Success What does success look like for you? Someday goal 5 year goal 1 year goal Monthly goal Weekly goal Daily goal Right now
CEO track Goal setting/productivity basics Live in the accountability cycle accountable Gets on with it Finds solution Owns it Acknowledges reality Seeks reality 5 4 3 2 1 Ok, let s do it! What can I do? If it s to be, it s up to me! This is the way it is. What s happening? life happens Avoids reality Fights reality Blames Personal excuses Waits and hopes 5 4 3 2 1 Asks no questions. That s not how I see it. If everyone would just do their job! It s not my job. If it was meant to be, it ll happen. victim
CEO track Goal setting/productivity basics Complete success worksheet SOMEDAY GOAL What s the ONE thing I want to do someday? FIVE YEAR GOAL Based on my someday goal, what s the ONE thing I can do in the next five years? To-do list vs. Success list Apply the 80/20 rule. TO-DO LIST Could do Could do Could do Should do Could do Should do Could do Should do Should do Could do SUCCESS LIST 1. Should do 2. Should do 3. Should do 4. Should do ONE YEAR GOAL Based on my five-year goal, what s the ONE thing I can do this year? Complete your To-do vs. success list MONTHLY GOAL Based on my one-year goal, what s the ONE thing I can do this month? WEEKLY GOAL Based on my monthly goal, what s the ONE thing I can do this week? DAILY GOAL Based on my weekly goal, what s the ONE thing I can do today? RIGHT NOW Based on my daily goal, what s the ONE thing I can do right now?
13 SECTION Business plan CEO track MILLION DOLLAR PIPELINE PROGRAM WORKBOOK
CEO track Business plan My business plan elements KEY PARTNERS KEY ACTIVITIES KEY RESOURCES VALUE PROPOSITIONS CUSTOMER RELATIONSHIPS
CEO track Business plan CHANNELS CUSTOMER SEGMENTS REVENUE STREAMS COST STRUCTURE Notes:
14 SECTION What to expect in 2014 & Ask the coach CEO track MILLION DOLLAR PIPELINE PROGRAM WORKBOOK
CEO track What to expect in 2014 & Ask the coach Ensure success in 2014! 2014 Forecast - Notes from Jed Kolko, Chief Economist at Trulia 2014 Success Checklist: Set your monthly transaction goals for next year Identify how many leads you need to reach those goals using the lead calculator. Break out your leads needed per month source Leads needed Month 1 actual Month 2 Actual Month 3 actual Month 4 actual Month 5 actual Month 6 actual Referral CL SEO Print Paid direct Paid 3 rd party Month 7 actual Month 8 actual Month 9 Actual Month 10 actual Month 11 actual Month 12 actual Month 13 actual Referral CL SEO Print Paid direct Paid 3 rd party Create a 2014 Business Plan. Click here to download the 2014 Business Plan Implement your plan 2014!
CEO track What to expect in 2014 & Ask the coach Questions for the coach Notes: