How To Capture Leads, Follow Up, & Make The Sale! By Randy Roussie 1
Table of Contents Welcome 3 Secon 1: Geng Started 5 Secon 2: Understanding Lead Markeng 9 Secon 3: Understanding Your Business Has Two Income Roads 11 Secon 4: Start Right, Stay Tight 16 Secon 5: Lead Markeng Up Close & Personal 23 Secon 6: Lead Markeng & The Adversing Process 26 Secon 7: Lead Markeng & The Follow Up Process 38 Secon 8: Lead Markeng & The Stay-In-Touch Process 47 Secon 9: System Recommendaon 54 Secon 10: Final Summary 62 2
Welcome! 3
A Personal Le er From Randy Roussie Thank you for invesng into your business. Your decision to do so sets you apart from other agents. Actually, it places you into the top 20% of agents in the real estate sales industry. Congratulaons! Your next step is to come to a more accurate understanding of how this business called real estate sales works so it empowers you to secure your dreams with less difficulty and in the quickest me possible. This is exactly what we will do in this e-book. But before we get started... allow me to share this with you. Yes There Is A Secret To Success! What is this secret? Please listen to this very closely! Leads! Without leads, you are dead in the water! You simply must understand these three business principles. 1. How to get a connual supply of leads into your business. 2. How to follow up with leads. 3. How to stay-in-touch with leads. Yes An Assistant Is Required! I am not talking about a human assistant. I am talking about a system. A system will make it easier for you to do your business. A system is your assistant in that it will do things you cannot and ought not to be doing on your own. A system places your business on auto-pilot. A system will do the automac markeng, automac following up and automac stay-in-touch for you. A system will work for you even when you are shopping, golfing, or sleeping! Yes Pa'ence Is Required! Rome was not built in a day. It takes me to create a profitable business. For this reason you must be paent and allow the system to produce results. This is where the majority of agents go wrong. They try one thing for a licle while, then quit to try another thing, and then quit that to try yet another thing. They never give any thing the me required to experience results. Our system is certainly no different. If you refuse to give the me required for results to manifest... it will not work for you. Therefore I ask of you to add to your faith paence so in me you will walk in the rewards of your investment. Yours Sincerely Randy Roussie 4
Sec'on 1 Ge*ng Started 5
How This Program Works! 1. Design This E-Book Please read it with care. It will outline lead markeng. By the me you are finished reading it you will completely understand how to enjoy a connual flow of leads into your business. The Videos Please watch each video. We created the videos so you can view them over and over again unl you completely understand the lead markeng process. 2. Lead System Recommenda'on Top Agent SREP7 If you are going to be serious about capturing a flood of leads for your business, then you will require a lead markeng system. This is why we recommend the markeng system called Top Agent SREP7. You can review it in detail at this website. hcp://www.topagenjollowup.com 3. Free Postcard Service Recommenda'on Postcard Profits for Agents You own a business and every business markets. Why do businesses market? How can lead contact you if you are not asking the lead to do so through markeng? If they do not know you, how can they call you? Markeng is not an opon... it is a requirement. The more you market, the more money you will make. You have many ways to market. Craigslist is your #1 free markeng resource. We have also sourced out this powerful postcard service and you can join it for free. hcp://www.postcardprofitsforagents.com 6
What Is Top Agent - SREP7? Purpose: It is a browser based solware containing all the tools you need to make more money. 1. Internet markeng 2. Email markeng 3. Follow up markeng 4. Stay-in-Touch markeng 5. Database markeng 6. Social markeng on Facebook 7. Google markeng by way of Google Adwords 8. Craigslist markeng 9. Instant auto-responder markeng 10. Drip email markeng 11. Fixed Date Scheduled markeng 12. Lead markeng Objec've 1. Allow you to capture leads and covert leads into lisngs and sales. 2. It does this through the 50+ websites found within the system. 3. These 50 websites are called Landing Pages. Your Task 1. You will use the service to capture leads. 2. You will use the service to follow up and stay-in-touch with leads unl they do business with you. Please Note 1. We do not do the markeng for you we simply provide the service. Access It Here hcp://www.topagenjollowup.com 7
What Is Postcard Profits for Agents? Purpose: To give you an automac system for sending postcards to increase sales and income. Access It Here hcp://www.postcardprofitsforagents.com 8
Sec'on 2 Understanding Lead Marke'ng 9
You Must Know Before You Go! We have two ways of learning, (1) the hard road of personal experience or (2) the easier road of proven experience. Therefore I choose to present to you only proven experience when it comes to lead markeng. The Cold Hard Facts Without leads you re dead in the water! Every business must have leads to survive. Leads turn into clients who buy your services. Those purchases are called sales and those sales turn into your personal income. Your #1 Task As An Agent It is to become a lead markeng expert. It is unfortunate 96% of agents think real estate sales is about sales. So off they go invesng into sales training. They acend seminars, buy books, and CDs hoping to discover how to use sales pitches and closing techniques to make it in this business. These skills do have a place in the success formula but they are not in first place. Unl you have a lead, having these skills is useless since you have no leads to apply it on! Success Principles To enjoy success you must both (1) know and then (2) follow certain principles in their proper order of priority. What is your #1 priority? The acquision of leads! Therefore you must understand this and make sure you have lead markeng as your priority goal in your business. And That s We ll Do! Lead markeng is a licle complicated. However it is not difficult. By the me you have finished reading this e-book you will know exactly what lead markeng is and how to implement it into your business. 10
Sec'on 3 Understanding Your Business Has Two Income Roads 11
The 2 Roads of Your Success Journey! This is the most important fact for you to embrace as you seek to acquire a steady flow of leads into your business. Each road requires unique professional understanding and also the tools required to maximize income potenal. You Road 1 Road 2 Referrals Strangers 74% of Your income Groups 2100 Names Family Friends Past Clients Associates Community 26% of Your income Groups FSBO Expired Lisngs Open Houses Internet Other 12
The 2 Roads of Your Success Journey! Allow me to outline the two roads. Road 1: Referrals When I say referrals, I do NOT mean agents from other parts of the country calling you about one of their clients moving to your city. Rather I am talking about referrals you generate on your own through focused markeng. The 5 Referral Groups There are five groups which collecvely comprise your referral market. Each group requires unique markeng. Here are the groups. 1. 2100 Names 2. Family & Friends 3. Past Clients 4. Associates 5. Community Road 2: Strangers As you begin your real estate sales business you must focus more of your today acvies on strangers as compared to referrals simply due to the fact you have yet to implemented the acons required to produce referral results. The 5 Stranger Groups There are five groups which collecvely comprise your stranger market. Each group requires unique markeng. Here are the groups. 1. For Sale By Owner - FSBO 2. Expired Lisng 3. Open House 4. Internet 5. Other 13
How Income Is Earned In The Real Estate Sales Industry It is important for you to accept how income is earned in your business. Said another way, if you fail to understand the flow of wealth then you will connually experience struggle in your real estate sales business. Road 1: Referrals This Is where 74% of your income will be earned. Road 2: Strangers This is where 26% of your income will be earned. Impact! Do you see where the massive amount of potenal income is found? It is found on Road 1: Referrals Example If you and I were in the pizza business where 74% of our clients liked meat lovers pizza while 26% loved triple cheese pizza, which pizza would we focused more of our acenon on for the purpose of maximizing profit? The obvious answer is the meat lovers pizza! Yet both pizzas are required for us to realize the full potenal of the business. The same applies to real estate. If you want to experience the full potenal of your real estate sales business, you must accept this fact and walk down the 2 roads of success. Your priority is road 1 - referrals. Yet it takes me to develop road 1. So while you are developing the road 1 you will walk down road 2 as well. 14
Your Compe''on Every business has competors and so does your real estate sales business. What is important is to understand what your competors are up to so you can follow a strategy to posion yourself for victory. Road 1: Referrals 4% of agents have built a referral based business. Collecvely they control 74% of the income earned in the business. Road 2: Strangers 96% of agents never have built a referral business. They remain on the stranger road where only 26% of the income in the business is found. Impact! Basically you do not have a lot of compeon when you consider only 4% of agents understand the business and have taken the steps to capitalize on the 74% referral market. Footnote It is unfortunate so many agents simply do not get what real estate sales is all about. Think about it. On your MLS board right now, 96% of your competors are simply not in the game. These agents never make any kind of real money. They are constantly struggling, unable to grasp the reasons for their financial problems. Eventually 98% quit the business within 3 years of first becoming an agent. But This Does Not Need To Happen To You! You have within your power the ability to decide right now to do the acvies required for success. If you will follow our recommendaons then you will have everything you need to secure your dreams. 15
Sec'on 4 Start Right, Stay Right! 16
Understand The Time Frame for Success On Each Road You have probably heard this saying before: If you fail to plan, then you plan to fail. This is why an automac system is required. All of us fall a licle short when it comes to making plans and scking to plans. The most important ingredient of a plan is me. Time is simply required for plans to come to pass. Therefore knowing how much me is essenal, for if you do not then you may abort your plans too early. Road 1: Referrals Up to 3 years to build a significant 6 figure yearly referral income. Road 2: Strangers Earn over $100,000 in the first 12 months through focused markeng & prospecng. Impact! Now that you know the me frame you can secle down into the work required to secure your income goals. 17
Understand How Much Time To Put Into Each Day On Road 1 & Road 2 You must walk down the 2 roads of success. Here is what I recommend in terms of allocang me on each road as you begin your journey. Road 1: Referrals 25% of your day Priority is to FOCUS on your 2100 Names & Family/Friends lists. Road 2: Strangers 75% of your day Priority is to FOCUS on Craigslist, FSBOs, Expired Lisngs, Open Houses. Note You will stay on this 25/75 split for at least 12 months to 24 months, or unl you re generang personally defined income from Road 1. Personally defined income is a specific income goal you want to earn yearly from referrals; such as $25,000 per year, $50,000 per year, etc. Once you are earning this amount from Road 1 you can then decide how much acvity you will connue to do on Road 2. Note 2 Some of my clients only do Road 1 acvity. 18
Understand Your First Steps For Succeeding On Road 1: Referrals You must do certain acvies on a daily basis to realize your income goals. Here is what I know works in terms of producing results. Road 1: Referrals: 25% of Your Day A. Names We recommend you buy a total of 2100 names, with 1050 being homeowners and 1050 renters. 1. You buy the names through the Postcard service program or through our Top Agent SREP7 service. 2. Remember to wash and scrub your list so that you produce a targeted list of names. B. Family & Friends Please Note: You cannot earn a living off family and friends. (Why? You simply do not have enough!) However they are indeed very good leads. Here is what to do with these people. 1. Start by gathering the names, addresses, telephone numbers, and email addresses to all of your family and friends. 2. Get these people into a computer database. 3. Then do automac markeng to these people. (Another reason why you need the Top Agent SREP7 system.) Summary Note This is the hard work 96% of agents simply refuse to do yet it is where 74% of the income is found within the real estate sales business. Said another way If you refuse to do the work required to build your referral database, then you are losing out on 74% of your income potenal. Real estate is a names business and not a sales business. The more names you have, the more leads you ll capture and the more sales you ll make. 19
Understand Your First Steps For Succeeding On Road 2: Strangers You must do certain acvies on a daily basis to realize your income goals. Here is what I know works in terms of producing results. Road 2: Referrals: 75% of Your Day 1. Internet Craigslist Free Ads Get your ads running on Craigslist ASAP. You will run 2 types of Craigslist ads... one for lisngs and another for buyer/seller leads. A. Lis'ngs Ad If you do not have lisngs ask an agent in your office who does and adverse his/her lisng (s) on Craigslist. Place the ad in the Housing Secon in the category called real estate for sale. B. Services Ad Choose, at the very least, one buyer landing page and a seller landing page. Place both ads in the Services Secon in the category called real estate. Note: Use the Craigslist Ad Generator for your ads. The generator is found inside the Top Agent SREP7 system. The generator produces professional looking HTML look and copy. You can edit the copy in any way you like so it is custom to your style. 2. For Sale By Owner Almost all eventually list with an agent FSBOs are an easy-to-find lead type, meaning it takes licle effort, or expense, to uncover this lead type. You will find most FSBO leads in your local newspaper. Another source is to join our recommended service called Landvoice. You will find their link inside the Top Agent SREP7 system. 20
Note: We have created a video series on how to prospect FSBOs. You will find this powerful series within the Strategy Center of the Top Agent SREP7 system. 3. Expired Lis'ng Leads Almost all eventually will re-list with an agent Expired lisng leads are an easy-to-find lead type, meaning it takes licle effort, or expense, to uncover this lead type. Most MLS boards inform their agents of upcoming lisngs about to expire. Note: We have created a video series on how to prospect Expired Lisng Leads. You will find this powerful series within the Strategy Center of the Top Agent SREP7 system. 4. Open House Leads 64% of open house visitors buy a home within 120 days Many agents hold the opinion open houses are a waste of me. Guess what? They are dead wrong! The fact is 64% of people who acend an open house end up buying a home within 120 days of first starng to drop into open houses. The issue is not if they will buy a home but rather if you will be the agent they use to buy the home. The Secret To Open House Success Yes there is a secret and that secret is follow up. Unless you follow up with the people who visit your open houses, then yes in me you too will hold the opinion open houses are a waste of me. (But they are not at all.) Note: We have created a video series on how to hold Open Houses. You will find this powerful series within the Strategy Center of the Top Agent SREP7 system. 21
Understand Your Marke'ng Budget Every business has a markeng budget. This is where 96% of real estate agents go off the tracks. They actually believe they can earn over $100,000 per year with a markeng budget of $0.00. However, markeng is not an opon but a necessity if you genuinely want to succeed in your business. Marke'ng Budget Size Your markeng budget is dependent upon your income goals. Here are the three accepted percentage calculaon mixes for your income/budget goals. 1. 10% of income goal 2. 20% of income goal 3. 30% of income goal Example You have an income goal of $100,000 per year. Based upon this goal, here is the markeng budget range. 10% of $100,000 = $10,000 30% of $100,000 = $30,000 Therefore you would have a markeng budget range of $10,000 to $30,000. How To Finance Your Marke'ng Budget Here is what makes this business awesome. You really have the opportunity to allow direct prospecng to finance your business. The most popular way for agents to get their markeng money is to personally prospect For Sale By Owners. The next popular way is through using Craigslist free adversing. ALer these two are expired lisng leads. All you do is to reserve the commission you earn through these clients and place it into your markeng account. Then as your markeng dollars decline though use, simply do business with any, or all, of these three lead types to top it up again. Note Many agents when first starng out fund their markeng budget dollars by geng rid of stuff they have hanging around the house by holding a garage sale. If you took it seriously, you may well find out your stuff can actually give you thousands of dollars. It s a great way to get your hands on money without it cosng you a cent. 22
Sec'on 5 Lead Marke'ng Up Close & Personal! 23
What Is Lead Marke'ng? It is how you capture leads for the purpose of earning income. Lead markeng consists of four unique acvies. 1. Adver'sing & Prospec'ng You engage in these acvies for one singular reason: To give people the opportunity to reach back and contact you. All adversing and prospecng has this as its ONLY goal. 2. Lead Capture This is the means through which: To make it possible for the lead to hand over their contact informaon to you. When a lead makes contact with you for the first me it is called Inial Contact. 3. Follow Up ALer the lead makes Inial Contact you then must: Follow up with 12 more addional points of contact. Why 12? We will discuss the reason as we progress through this e-book. 4. Stay-In-Touch If a lead does not respond to you AFTER you have made 12 follow up contact points, then You move the lead out of your follow up database folder and place the leads into your stay-in-touch database folder. How do you stay-in-touch? We will discuss this as we progress through this e-book. 24
What Are The Goals Within Lead Marke'ng? Note It is to build a relaonship so that in me you can make a sale. Here are the goals of lead markeng. 1. To Capture Lead Contact Informa'on That would include their: A. Name B. Telephone number C. Address D. Email address 2. Timeline When does the lead want to do business? A. Now B. Within 30 days C. 30 days to 90 days D. 90 days and longer 3. Follow Up This means to get the lead to: A. Invite you to their home for a lisng appointment. B. To get them to sit in your car to view homes. 4. Stay-In-Touch This means to: A. Sck close to them via weekly communicaon. B. To have them, in me, consider you their agent of choice. C. When this happens to get them to sell or buy a home. 25
Sec'on 6 Lead Marke'ng & The Adver'sing Process! 26
The Adver'sing Process of Lead Marke'ng Note Adversing is NOT limited to ads it also includes personal prospecng. Both adversing and prospecng have a process and you must submit to this process to give yourself the very best opportunity for results. You Step 1 You adverse/prospect for leads with the same message 12 mes. Step 2 Leads respond to you. Step 3 You follow up with lead with 12 unique points of contact called touches. Step 4 If the lead does not do business with you by the end of the 12 touches, you move the lead to Step 5. Step 5 With your stay-in-touch database you communicate with these leads on a weekly basis through a newslecer website or email. Your goal, in me, is to be there when they are ready to act. 27
Adver'sing Process In Detail Step 1 You adverse and prospect for leads. 1. No Guarantees Regardless if you are running ads or out doing direct prospecng, success is not guaranteed. Actually you will experience far more failure than you ever will success. Top agents know this yet connue to adverse and prospect, as they realize there is no other path to success. Without ads and prospecng failure is the only guarantee you will enjoy! 2. An Investment You must come to that place in your thinking where adversing is not a financial expense but rather an investment. The same applies to direct prospecng. There are costs associated with prospecng, such as your car and your me as well. Both are investments and not expenses. 3. Adversing Opons You have many opons when it comes to adversing. A. Internet markeng such as Craigslist, Google, Facebook and other. B. Direct mail. C. Direct prospecng D. General adversing such as newspaper, real estate book, etc. E. Other such as social media, faith based, and community. 28
Adver'sing Expecta'ons Note Real estate is not a food item! Therefore trying to predict response rates serves absolutely no purpose whatsoever. Example Subway sends out coupons and at the very best expect no greater than a 12% response rate. This means they only expect 12 out of 100 people to walk into their restaurants with a coupon in their hands. Said another way 88 people out of 100 did not use a coupon! We Must Look At Real Estate Differently! Since real estate is not a $5 foot long sub, we must understand response rates in a different way so we do not become discouraged in our adversing and prospecng. How OKen Are People Engaged In A Real Estate Transac'on? This is the ONLY way to determine response rates in real estate sales. The Average Person Moves Every 7 Years Now that is very different from a food item. Yet it gives you exactly what is needed for you to be able to understand response rates in your adversing and prospecng. 29
Now We Can Do The Math! Forecast This stasc, the average person moves every 7 years, allows us to understand a term called Churn Rate. Example If you market to a neighbourhood consisng of 700 homes, then we simply do the math to determine how many moves are in that area per year. 700 divided by 7 = 100 moves This means 100 people will move within the neighbourhood every year unl all 700 people have moved over a 7 year period. Year 1-100 moves Year 2 - Another 100 moves Year 3 - Another 100 moves Year 4 - Another 100 moves Year 5 - Another 100 moves Year 6 - Another 100 moves Year 7 - Another 100 moves So it takes a full 7 years for everyone in the typical area to move. Now this is just a naonal stasc. You ought not to take this literally. In real life in some years some areas will have more people moving and in other years less. The point is this: generally speaking, the typical person moves every 7 years. This translates into a churn rate of 15%. Note A churn rate is not the same as a redempon rate. A redempon rate results in an actual business transacon. A churn rate simply gives you an idea on potenal transacons. 30
It s About Reach Not Sales! What s Your Reach? The 15% churn rate, mulply sales goal by 7, makes it very easy for you to determine the home reach required to have the chance at realizing your sales goals. Example 1. You Have A Sales Goal of 25 Transacons We simply do the math. 25 mulply by 7 = 175 homes must be reached. In a neighbourhood of 175 homes, 25 homes are sold every year. Year 1-25 moves Year 2 - Another 25 moves Year 3 - Another 25 moves Year 4 - Another 25 moves Year 5 - Another 25 moves Year 6 - Another 25 moves Year 7 - Another 25 moves Remember This is just a stasc and not a dependable fact. The real number may be higher or lower. There s Always a But! If it were so easy as to simply market to 175 homes we would all do it and have our socks blessed off our feet! But it is not that easy due to a concept called Market Share. 31
What About Market Share? What Is Market Share? It is the amount of business you personally control within a given market area. Example Pepsi has a market share of 60%. This would mean for every 100 bocles of soda sold, called pop if you are a Canadian agent, then 60 of the 100 sold would be the Pepsi brand name. Market Share Determines Your Home Reach The lower your market share, the more homes you will need to reach with your adversing and prospecng in order to have a chance at realizing your sales goals. Example 25 sales goal with a market share of 10% 1. Home Reach 25 x 7 = 175 2. Market Share A. 10% market share 175 homes x 10 = 1750 Home Reach. B. 50% market share 175 homes x 2 = 350 Home Reach Summary So as you can see, market share must be taken into consideraon when you are doing the math on home reach. 32
Market Share Expecta'on What Is Market Share Expecta'on? It is the amount of business you expect to control over a specific me frame based upon your adversing and prospecng consistency within a given market area. Market Share Grows As you connually market to the same area, and the same people, over and over again through me you will automacally increase your market share with this specific group. It is not something you even need to queson. You will become well known. It simply takes me. Never quit markeng is the key to growing your market share. Now you know why large corporaons connually market although they have very high brand name recognion. They too understand quing only destroys all their previous markeng efforts in establishing market share. 33
Market Share Goals A 5 Year Plan Goals are just that goals. Yet we need to set our goals as a target to reach, failing which we simply dril. In real estate sales here is a reasonable market share goal schedule. Year 1-5% Year 2-10% Year 3-20% Year 4-40% Year 5-50% But 5 Years Is A Long Time! When I first introduce this market share plan to my clients they instantly react saying five years is a long me. My response is always the same. I ask them to compare this plan to a five year university educaon plan. University Cost Have you ever consider the cost of acending university for five years? 1. Personal Time Those 5 years are 5 years you never get back in your life. 2. Financial Expense The financial investment into an educaon runs well over $100,000 over a five year period when you add in all expenses such as tuion, books, shelter, food, clothing, transportaon, health care, and entertainment. 3. Outcome At the conclusion of educaon the student receives a piece of paper called a degree and the hopes of landing a decent job. (Job stands for Just Over Broke.) Now Compare This To Real Estate If you were to make the exact same commitment to your real estate business as one does to obtaining a degree, there is absolutely no queson you would be far becer off aler five years as you would have done what is required when establishing a business. You certainly would not need to get a job! 34
Do The Market Share Math Your 5 Year Plan You want to sell 50 homes per year with 100% flowing from Road 1: Referrals. Step 1: Home Reach Take 50 and mulple it by 7. 50 x 7 = 350 homes. We need to market to at least 350 homes. Step 2: Market Share You want to sell 50 homes. As you market over me your market share will grow. So all we do is the math. 1. Year 1 Market Share of 5% is 2.5 sales 2. Year 2 Market Share of 10% is 5 sales 3. Year 3 Market Share of 20% is 10 sales 4. Year 4 Market Share of 40% is 20 sales 5. Year 5 Market Share of 50% is 25 sales. What Does This Tell Us? Due to market share limitaons, we need to increase home reach to secure our sales goals. We can do this one of two ways. 1. Increase home reach to 700 homes. 2. Add home sales from the Road 2: Strangers. What Is The Best Decision? Since you must travel down the 2 roads of success over the 5 year me frame, it makes sense to add into your sales goals the sales you will make while walking down Road 2. Determine Where You Want To Be In 5 Years If your goal is to have a 100% referral based business, a business where all your income flows totally from Road 1, then increasing home reach is the smart choice. This is why I as an agent focused the majority of my markeng dollars on Road 1. I wanted to build a 100% referral based business. I did not want to find myself needing to prospect day in and day out to strangers aler 5 years. (You too ought to hold the same opinion.) 35
Pu*ng It All Together Your 5 Year Plan You want to sell 50 homes per year with 100% flowing from Road 1: Referrals. Step 1 Road 1: Referrals & Home Reach Double up on your home reach from 350 homes to 700. Remember you will use the Postcard service to idenfy 700 names. You will also wash and scrub the list to produce a highly targeted list of names. Step 2 Road 2: Strangers & Easy To Find Leads You will add the sales earned from Road 2 acvies. You will focus on the Internet, Craigslist, FSBO, Expired Lisng, and Open House leads. You will use the strategies found within the Top Agent SREP7 system to prospect these leads. Marke'ng Plan When you combine Step 1 with Step 2 it becomes your markeng plan. All that is needed now is to understand the process. We have already discussed markeng. Now we want to discuss follow up and stay-in-touch. 36
Summary Before we begin to discuss follow up and stay-in-touch, I thought it to be a good idea to offer a summary to bring clarity to home reach, market share, Road 1 and Road2. You Road 1 Road 2 Referrals 74% of Your income Groups 2100 Names Family Friends Past Clients Associates Community First Few Years You will add the acvies of both Road 1 & Road 2 together to realize your sales goal. In Time 3-5 Years Your goal is to have 100% of your business coming to you from only Road 1. Strangers 26% of Your income Groups FSBO Expired Lisngs Open Houses Internet Other 37
Sec'on 7 Lead Marke'ng & The Follow Up Process! 38
Quick Review Note We have already discussed Step 1 adversing and prospecng. Now we want to discuss Step 2 and Step 3. You Step 1 You adverse/prospect for leads with the same message 12 mes. Step 2 Leads respond to you Step 3 You follow up with 12 unique points of contact called touches. Step 4 If the lead does not do business with you by the end of the 12 touches, you move the lead to Step 5. Step 5 With your stay-in-touch database you communicate with these leads on a weekly basis through a newslecer website or email. Your goal, in me, is to be there when they are ready to act. 39
Step 1 Adver'sing & Prospec'ng We Completed This In The Last Sec'on 40
Step 2 Lead Makes Ini'al Contact What Is Ini'al Contact? Lets say you sent 100 postcards and you get 1 lead who responds by either calling you or sending you an email. That acon by the lead back towards you is called Inial Contact. Do This When Ini'al Contact Happens When a lead responds to your adversing you must kick in your follow up plan. This brings us to Step 3. 41
Step 3 Follow Up Plan Introducing Concept 12 It is a follow up plan consisng of 12 unique points of contact over a period of me. These points of contact are called touches. Why 12 Touches? Here is the reason. Only 2% of sales happen on inial contact. 98% of sales DO NOT happen on inial contact. You re Missing Out If you do not have a follow up plan then you are missing out on 98% of your sales. Let s Look At The Numbers 2% of sales happen on inial contact 3% of sales require you to make a 2nd contact follow up 5% of sales are made on 3rd contact 10% of sales are made on 4th contact 80% of sales happen between contact follow up point 5 to 12 What Does This Tell You? This is really important for you to hear! The massive majority of the public simply refused to make quick decisions and demand we follow up with them 12 mes before we can determine if they will make a purchase within the now meframe. Did You Get That? If not read it again. Lets now apply this fact to an example. (Go to next page please.) 42
Step 3 Follow Up Plan Example First Time Home Buyer Direct Mail Apartment Building You decide to send a postcard into an apartment building with 100 units. So you send out 1 mailing. What can you expect? The answer is no one really knows. But whatever the number of potenal moves are within the apartment building, no more than 2% of those moves will respond to your markeng. You Must Do Concept 12 Twice! What? Twice? Yes and allow me to explain. How Concept 12 Works! There are 2 stages to the Concept 12 markeng plan. Stage 1: Your Markeng Itself Your markeng must consist of sending the exact same markeng piece 12 'mes into the same area, in this case the apartment building. Why? Noce Rates Potenal leads require 12 flashes of the exact same message in order for your message to get noced. Stage 2: When A Lead Makes Inial Contact This is when you kick in your 12 point follow up system. 43
Step 3 Marke'ng Plan - Review for Understanding The 2 Stages Your markeng plan has 2 stages, the markeng message itself and the follow up. Both stages are built upon 12 contact points. You Your Markeng Your Follow Up 12 Points Concept 12 12 Points Markeng consists of Same direct mail piece, or markeng message, 12 deliveries. Follow Up Follow up can be by phone or drip email. You must do delivered 12 mes so 12 mes to Same with to the same area. exhaust potenal of lead follow up, working with you in the you must follow now meframe. up 12 mes. If not, move to Step 5 stay-in-touch database and send weekly communicaon such as a newslecer website. 44
Does This Make Sense To You? The Difference Ma ers Most agents have no clue whatsoever when it comes to markeng plans. Their markeng campaigns generally consist of sending one message one me. Then when the response is not what they ancipated they conclude markeng just does not work. But Now You Know! By following the Concept 12 approach, you will be doing what is required to produce the best results in your business. Remember... 80% of people require 5 to 12 contact points before they will respond to your adversing and to your follow up. So you may as well give them what they want for by doing so they will give you what you want leads, lisngs, and sales. So Step 1: You send the same markeng message to the same area 12 mes. Step 2: When a lead responds, you kick in your follow up plan. Step 3: Your follow up plan also consists of 12 unique points of contact. 45
Here are the numbers. Where Is Your Compe''on At When It Comes To Marke'ng? 48% of agents never follow up. 25% follow up 2 mes with a lead and quit. 12% follow up 3 mes and quit. 10% of agents follow up more than 4 mes. Only 4% of agents follow up 5 to 12 mes. Impact Yet 80% of the public demands agents to follow up at least 5 to 12 mes before they will feel comfortable about doing business. What Does This Mean For You? If you will submit to the principles of the business, you will be counted among the 4% group of agents who understand what the public wants when it comes to choosing an agent. S'ck To The Game Plan 1. Life offers no guarantees. 2. The best we can do is to understand success principles and then sck to those principles. 3. You now know the game plan Concept 12. 4. Sck to it and you will win more olen. What If We Receive No Response? When a lead makes inial contact and you then follow up with the lead 12 addional mes and the lead does not do business with you in the now meline, then you will move the lead to Step 5. Lets discuss Step 5 now. 46
Sec'on 8 Lead Marke'ng & The Stay-In-Touch Process! 47
Stay-In-Touch Marke'ng Note We have already discussed Step 1, Step 2 and Step 3. Now we want to discuss Step 4 and Step 5. You Step 1 You adverse/prospect for leads with the same message 12 mes. Step 2 Leads respond to you Step 3 You follow up with 12 unique points of contact called touches. Step 4 If the lead does not do business with you by the end of the 12 touches, you move the lead to Step 5. Step 5 With your stay-in-touch database you communicate with these leads on a weekly basis through a newslecer website or email. Your goal, in me, is to be there when they are ready to act. 48
Step 5: Stay-In-Touch Marke'ng Introduc'on Every Lead Goes Into Stay-in-Touch At some point in me every lead you ever capture will eventually go into your Stay-In-Touch database. (Including those leads which converted into a client.) Stay-In-Touch is not limited to just those leads who never did business with you. It also includes leads which converted into clients. Your Stay-In-Touch database actually serves as your ongoing, never ending, communicaon center. Expansion of Your Stay-In-Touch Database As you connually market for leads using the Concept 12 approach your stay-in-touch database will expand. In me it has the potenal to become very large. Impact Eventually your stay-in-touch database, due to its size and your connual markeng to it, will produce a significant percentage of your income. Therefore you must treasure your stay-in-touch database, giving it the highest respect. Stay-In-Touch Is Eternal Marke'ng You will always perform stay-in-touch markeng. There is never a point in me when you will stop stay-in-touch markeng. How Do You Communicate & How OKen? The best way is through email since it does not cost you a cent. You will want to send a weekly communicaon. The best tool to send is a newslecer website. 49
Every Person You Know Flows Into Your Stay-In-Touch Database Regardless of which road the lead comes from, it will eventually get into your Stay-In-Touch database. You Road 1 Road 2 Referrals 74% of Your income Groups 2100 Names Family Friends Past Clients Associates Community Strangers 26% of Your income Groups FSBO Expired Lisngs Open Houses Internet Other Stay-In-Touch Database 50
Step 5: Stay-In-Touch Marke'ng What Do You Send To This Database? You Will Only Send Success Messages When it comes to markeng to your Stay-In-Touch database you MUST ONLY send Success Communicaons. Never send solicitaon messages to this database. Why Not? The reason is you want people to want to hear from you. The moment your messages begin to sound like a sales pitch is the moment you begin to lose influence with this database. What Are Success Messages? Here are a few examples. 1. NewsleCer, printed version 2. NewsleCer, website version 3. Just Listed 4. Just Sold 5. Any new designaons 6. Any new sales awards 7. Any recognion from community groups 8. Client tesmonies 51
Stay-In-Touch Success Messages Only send success messages to your Stay-in-Touch database. Please do whatever you can to send your messages by way of email. Remember, email is free. Here are a few examples. You Stay-In-Touch Database Send 1 or More of These Weekly Newsle er, printed version Newsle er, website version Just Listed Just Sold Any new designa'ons Any new sales awards Any recogni'on from community groups Client tes'monies 52
Step 5: Stay-In-Touch Marke'ng What Do You Do When A Stay-In-Touch Lead Responds? Oh The Sweet Sound of Success! Imagine receiving a request from a lead within your stay-in-touch database asking for you to help them with their real estate needs. Now that is what this business is all about! In me you can expect at least 74% of your income to flow from this database. Just Do This When A Stay-In-Touch Lead Responds! You must Kick in the Concept 12 Follow Up process. Remember, they require 12 addional points of contact too. How Do You Follow Up? I suggest By email By personal touch such as phone. In other words Get acve with them and do your thing! What If They Have Not Done Business With You AKer 12 Follow Ups? Just put them right back into your stay-in-touch database! Remember Not all stay-in-touch leads who responds to your stay-in-touch markeng will end up doing business with you. Some are simply not ready. All they did was to pop their head out of the hole and to take a peek at the market. So be paent with them. Just allow your system to work for you. 53
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You Must Have A System! Your Business Is Very Complex Real estate sales is not your average walk in the park. Plus it is not a job. You really do own a business. And it is a very big business when it comes to what you must do in your markeng to generate profit. Think About It! This business demands, at the very least, the following of you. 1. Market for general leads 2. Follow up with leads 3. Stay-in-touch with leads 4. Do lisng appointments 5. Service lisng clients 6. Service buyer clients 7. Internet markeng 8. Email markeng 9. Direct mail markeng 10. Open house markeng 11. Prospect FSBOs 12. Prospect expired lisngs 13. Referral markeng 14. Prospect investors 15. Craigslist markeng 16. Google markeng 17. Facebook markeng You Can t Succeed Without A System! Oh you may be able to sell a few houses here and there. If that is all you want, perhaps a lead markeng system is not required. But if you want to sell more than 5 homes per year, then you will need a system and there is no way around it. 55
What A Lead System Must Do For You! It Must Be Automa'c Every successful business has itself on automac markeng. Gone are the days when agents could run their businesses on a 31 day index card program. Technology has changed the way real estate sales is done. The public are technology junkies. This is certainly true when it comes to real estate sales. The public rushes to the Internet when they first start to think about selling or buying. They have SmartPhones for instant informaon access and communicaon. Notebooks, ipads, ipods, Androids, Tablets. A System Must Include Basically, everything you need for communicaon. Name of leads. Lead websites. The email auto-responders, drip email, scheduled email. The follow up database. The stay-in-touch database. Yes You Actually Own A Technology Company Isn t it wonderful! And you thought you were in the business of selling homes. Today s agent wears many hats, is engaged in mulple acvies, and must communicate instantly with leads and clients. You Simply Cannot Afford To Say No! Saying no to an automac lead markeng system is simply not an opon. It is what your business demands of you. 56
Specific Lead Capture Sites Required For Seller Leads Your Must Have Mul'ple Seller Sites What you must come to appreciate is this: 1 lead site does not cut it. Why? Because not every lead has the same problem. Just because a lead is a seller does not mean every seller is looking for the same soluon. Here are examples of sites you need for sellers. 1. Seller informaon report 2. Private seller report 3. Expired lisng report 4. CMA report 5. Sold informaon report 6. Request site FSBO 7. Request site Landlord 8. Net more than market value 9. Save X amount off commission 10. Sell in less than x days 11. How to hire an agent 12. How to stop foreclosure 13. How to rent to own 14. Short sale opons 15. Foreclosure opons 16. Guarantee sale 17. Seller financing 18. I have buyers 19. Then we need buyer sites. Lets look at those on the next page. 57
Specific Lead Capture Sites Required For Buyer Leads Your Must Have These Buyer Sites Here are some examples of sites you need for buyers. 1. Buyer informaon report 2. Top 5 home deal in town report 3. Lisng informaon report 4. Own a home for x amount down 5. Own a home for x per month 6. Find fixer upper homes 7. Find foreclosure homes 8. Find MLS homes 9. Find vacaon homes 10. Property alert service 11. Open house site 12. Buy a seller financed home 13. First me home buyer webinar 58
Then Sites You Need For Yourself Your Must Have These Personal Sites Here are some examples of sites you need for yourself. 1. StartPage site 2. Master markeng site 3. NewsleCer site 4. Tesmony site 5. Name brand sites 6. Agent site 7. Personal porjolio site 8. Lisng sites 9. Open house sites 10. Give away sites And Then You Need These Tools For Yourself 1. Email markeng 2. Instant auto-responders 3. Drip email lecers 4. Scheduled email lecers 5. Online database 6. Markeng material 7. System training material 8. Sales goals program 59
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Sec'on 10 Summary 61
Final Summary You Own A Big Business! Yes you certainly do. And this is the problem 96% of agents have when it comes to wondering how to make it in the business. They simply have not appreciated the complexity of owning a real estate sales business. But You Can Choose To Put Yourself Into The Posi'on To Win! All you need to do is: 1. Recognize the large markeng business you own. 2. Give it the respect it deserves. 3. Put yourself on automac lead markeng system. 4. Dedicate yourself to build your personal name recognion to a defined audience. 5. Be paent by pung in the me required for people to choose you as their agent. We Encourage You To Visit our lead markeng site today and join. By doing so you will have every tool you need to take advantage of your income opportunity. hcp://www.topagenjollowup.com Please Watch The Videos! The 11 videos provide addional informaon crical to your success! 62