Stop their search and get them to return to your website to gather additional content
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Average consumer goes to 7-8 different websites before contacting an agent
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Eliminate all other search portals and eliminate your competition
4 techniques to increase your overall lead engagement Speed •
Be the first to respond and stop the consumer search
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94% of homebuyers rate responsiveness as very important
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43% of online leads get no response and 66% of buyers and sellers use the first agent they speak with
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Mobile access provides immediate follow up
Lead insight •
Know the consumer interest and preference based on their actual behavior
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Identify the most active or motivated consumers vs. the browsers
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They are in your store, now know what they are shopping for in your store
Relevant content •
Use the Lead Insight to determine what content would be most helpful to provide your lead Example: Suzie Q. looked at 6 total homes all with 4 bedrooms. 2 homes were located in zip code 98034 and 4 homes were located in 98019. She saved 1 home that is a short sale in 98019.
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You can provide relevant content by sending Suzie additional, new listings in the zip code she is looking in or perhaps neighborhood information she may find helpful.
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Different for each consumer
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Allows you to fine-tune your messages to promote you as a neighborhood expert
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Keeps them away from other search portals and competition
Brand •
Showcase yourself as the expert
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Targeted emails and direct mail based on the wants and motivation of each consumer
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Decide how you want to be viewed by your audience
How to convert leads into clients | page 3
Understand how to communicate with each consumer based on their timeline Relevant content vs. Value proposition Phase 1 (Pre-Research): Relevant Content •
Relevant content should be provided based on their behavior on your website
Phase 2 (Active Research): Relevant Content •
Make sure your website is a source for information and that you continue to drive them back based on the 10 behavior triggers.
Phase 3 (Buying or Selling Process): Value Proposition •
This is your opportunity to demonstrate why they should choose you instead of a competitor?
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What’s in it for them?
Your consumers #1 goal when becoming a lead •
Consumers want pictures and details on homes
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They want to hide behind the wall of the internet and gather content
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They are typically not interested in talking with an agent
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Understand the potential gaps your buyers or sellers have •
Timing
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Money = Equity
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Motivation
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Self-Esteem
Know the role of your website •
It must help you generate at least 50 leads per month
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It must help you turn more leads into contacts or creating ‘active’ leads
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Must provide all the content that a consumer is gathering
How to convert leads into clients | page 4
How using the correct lead status can make you more efficient New lead - A lead should only be a new lead once it comes in Retry - This should be used during the 7 day period as you try to get them back on your site Active - Once the consumer comes back to your site they have become an active lead Inactive - For leads that don’t return to your website during the 7 day period Hot - Consumers that are motivated, engaged and probably in Phase 3 Sold - All converted leads Trash - Any lead that can’t be contacted due to inaccurate information
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.
Send recommended listings based on the insight provided Change status from ‘New’ to ‘Retry’
Send email with a relevant link to a report located in your Market Insider This content should be based off of the initial behavior on your site
Make sure they have been signed up for an automated listing alert
Add consumer to the Market Insider Newsletter
Base this on information you have gathered from the insight
Also add them to your “Ten Days of Pain” Campaign
Refine their listing alert if they have already opted into listing alerts
Change status from ‘Retry’ to ‘Inactive’
TIP: If the consumer comes back to your website at any time during this 7 day period the lead status should be changed to ‘Active’ TIP: Set 2 day reminders after each touch point to check the status of your lead
How to convert leads into clients | page 5
Top 10 behavior triggers from consumers Which homes were viewed? Which homes were saved? Did they set up a listing alert or refine a listing alert? Did they request more info on a listing? Did their zip code or neighborhood change? Are they looking for short sales or foreclosure homes? Are they looking at single family homes or condos? Did they view any data within Market Insider? Did they request a pre-approval? Did they leave their phone number or update their info with a phone number?
