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Presented at Keller Williams Family Reunion 2014
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Back to Basics: Turn LEADS into Clients
Jack MarkhamDirector of Online StrategiesMarket Leader, Inc.
Neither Keller Williams Realty, Inc. nor its affiliated companies warrant any product or services delivered under this program. All products and services are provided by Market Leader, Inc.
Three secrets to growing your business
What does success look like?
Suspects or website visitors
Leads
Prospects or contacts
Active consumers
Motivated consumers
Transactions / income
www.milliondollarpipeline.com
• 9 out of 10 consumers start their search online• Pictures and home details are the #1 driver • Increased emphasis on neighborhood and school details• Market conditions are highly important• Sellers are searching for their home values online• Details on short sale/foreclosure benefits and traps are very popular• 70% of consumers choose their agent based on the first person that provides
relevant information• Over 60% of consumers choose their agent in less than a day• More choices to gather information and research:
– Search engines– Social media– Craigslist– 3rd party websites– Company branded websites– Agent websites
Understanding today’s consumer
TRADITIONALS– Over the age of 66– Most are retired– Looking for more efficient living spaces– Could be looking for vacation homes– Still answers to print and email
campaigns
BABY BOOMERS– Between the ages 47 - 65– Very diverse set of needs– Some are looking towards
retirement– Some have been hit hard by the
recession and are looking to downsize
– Quite a few “empty nesters”
GENERATION X– Between the ages of 35 - 47– Ready to “trade up”– Some make up “first time home buyers”– Technologically savvy
– Internet, social media, search engines
– Values suburban amenities – Good schools, parks and neighborhood data
MILLENNIALS– Under the age of 35– First time home buyer– Technologically savvy
– Internet, social media, search engines– Gathers info on their own to enhance
their buying experience
Be able to identify each demographic
HOT LeadsCharacteristics• Provides a valid phone number• Ready to buy• Doesn’t know a buyer’s agent in
their area• Will work with the first agent to
show understanding of their needsWhat works:• Get to them first! Respond now!• Show your knowledge of the area
and real estate• Clearly communicate the
information they are looking for
What are the 3 types of internet leads?MODERATE Leads
Characteristics• Looking for information• Went to the internet to do their
own research but need help• Need relevant content in order to
make the best decision• Wants to remain behind the wall
of the internetWhat works:• You have to work these leads• Use the tools available in your
Pro System• Share your personality• Provide education using your
knowledge• Get them back on your site!
LOW LeadsCharacteristics• Just looking at properties – probably
10-12 months out• Doesn’t like to have 1:1
conversations - difficult to engage• Might already have an agent• Just browsing What works:• #1 goal - drive them back to your
website within 6 days• Use the tools available in your Pro
System• Only reach out with relevant content
and a value proposition• NEVER just touch base, or random
follow up• Trust your system and tools
Be Found
8
Online consumer timeline
Reason #1: There’s not enough leads in your pipeline
Reason #2: Your leads are going somewhere else to buy a home
The 2 reasons associates fall short of their goals
www.milliondollarpipeline.com
4 Essentials to increase engagement
Consumer
Site System
1 – Drive them back to your website
2 – Eliminate other search engines
3 – Determine timeline & demographic
Your #1 Goal with EVERY NEW LEAD…
Stop their search
– New lead• A lead should only be a new lead once it comes in
– Retry• Used during the first 7 days while you try to get them back
– Active• Once they come back to your site they become active
– Inactive• For leads that don’t return to your site during the 7 days
– Hot• Consumers that are motivated, engaged and are probably in Phase 3
– Sold• All converted leads
– Trash• Any lead that can’t be contacted due to inaccurate information
Steps to success: New contacts
Recommended listings• Most relevant content to online consumer• 9 out of 10 consumers start their search online to view homes• Drives the consumer BACK to your site• Eliminates other search enginesMarket Insider / neighborhood data• Up to date neighborhood data• Value proposition to your business• Demonstrate expertiseDaily listing alerts• Consistent technology that drives your consumers back to your website• Opens windows of relevant content• Provides a reason for your prospects to contact you directlyIntegrated Marketing Center• Integrated print and email campaigns to drive consumers back to your website• Relevant content based on different consumer demographics
4 strategies to guarantee lead engagement
7-day plan of attack
• Day One: Recommended listings• Day Three: Market Insider link via email• Day Five: Listing alerts
– Fine tune listing alerts– Resend additional recommended listings– Email link to specific community pages
• Day Seven: Add to your “10 Days of Pain” Campaign
– Also add to Market Insider Newsletter
Action tip: Set reminders to check the status of your lead for 2 days after each step!
• Viewed home• Saved home• Set-up listing alerts
– New or refined alert• Request more info on listing• Zip code/neighborhood change• Short sale/foreclosure home• Condos/Townhomes –HOA • Viewed Market Insider report• Pre-approval request• Phone number
10 Behavior triggers
Building your business
Suspects or website visitors
Leads
Prospects or contacts
Active consumers
Motivated consumers
Transactions/income
Putting it all togetherThe Million Dollar Pipeline Program:• Lead Generation
• Identify the number of leads you need
• Learn to market-proof your business by diversifying your lead sources
• Lead Engagement• Effectively communicate with more
consumers• Turn more leads into clients
• CEO Training• What they didn’t teach you in real
estate school!• Act as the CEO of your own small
business
Million Dollar Pipeline Program Overview
The Million Dollar Pipeline Program by Market Leader offers you all the resources and expert training you need to generate more leads and exceed your transaction goals.
The Program includes:• Weekly live workshops (Million Dollar Mondays)• Exclusive access to the MDPP Facebook group
page – interact with other MDPP agents• Your personal notebook each week• Access to the MDPP website
www.milliondollarpipeline.com
Visit MillionDollarPipeline.com
www.milliondollarpipeline.com
Private and exclusive MDPP Facebook group page!
Email: [email protected]: @Markham18Facebook: http://www.facebook.com/markham18LinkedIn: http://www.linkedin.com/in/jackmarkham
Jack MarkhamDirector of Online Strategy, Market Leader
