1 MASTER THE ART: ULTIMATE LEAD GENERATION & CONVERSION @JamesNellis FB.com/NellisGroup
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3 BEING SOLD… THE RIGHT WAY SELLING YOURSELF RELATIONSHIPS INFORMATION THE RIGHT PATH
4 7 LEAD GENERATION MYTHS 1. I am too busy 2. I can’t spend a lot of money 3. I don’t want to work with strangers 4. I can send them to my main website and expect a lead 5. I can’t track lead generation results 6. Lead Generation doesn’t require customer education 7. I need plenty of my own success stories to share Small Business @ Yahoo: Myths About Lead Generation LEAD GENERATION
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BUYING LEADS: PPC
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PPC CONVERSION
7 LG: PPC WEBSITE CONVERSATION ADVANTAGE: New audience, top of search engines DISADVANTAGE: limited shelf‐life. Out of budget off the page. Costs money for every lead. Range: $1‐$10.00 a lead depending on the market
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LG: ZILLOW (PAID)
9 LG: ZILLOW IMPRESSIONS LG: ZILLOW CONVERSATION Advantages: They are a BIG player in the consumer’s eye. More “eyeballs” for your company and leads. Disadvantages: Paid service. Using your own listings to charge you for your own leads. Buying impressions – limited market share and expensive.
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LG: TRULIA (PAID)
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LG: TRULIA CONVERSATION
Advantages: Similar to Zillow in “eyeballs”. Now
owned by same parent company. Open blog platform‐ Trulia Voices for consumer interaction. FEATURED (get home above others).
Disadvantages: Paid service. Using your own
listings to charge you for your own leads.
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LG: Real Estate Longtail (RELT)
13 LG: RELT CONVERSATION Advantages: More qualified lead. Searching for specific keywords. Not subject to PPC disappearing from page 1. Disadvantages: Paid service. Not at the top for every search phrase. LG: BLOGGING‐ TAGGING
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Community Specific
Community Specific
LG: BLOG SPECIFIC
15 LG: DIRECT MAIL LG: DIRECT MAIL CONVERSATION Advantages: Gets into the homes you want to sell. Can generate buzz. Great for branding. Disadvantages: Paid service. Low conversion percentage. Numbers game.
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LG: OPEN HOUSES
47 Visit an Open House
7 Buyers Use Agent
from the Open House 40 Buyers Leave Open House
Unrepresented or Represented by Another Agent
100 Buyers
Carolyn C. in Manassas, Virginia, who estimates that close to
50 percent of her listings originate from contacts made at open houses!
LG: OPEN HOUSE CONVERSATION Advantages: Meet new buyers and new sellers. Ripple Effect when listing a home. Great for branding. Disadvantages: For selling the current home (less than 2% per NAR). Time not lead generating while hosting it. Can’t be done from your office. May have no one show.
17 LG: VENDORS LG: VENDORS CONVERSATION Advantages: Already established relationships. Share many of the same contacts. They can cross‐ sell you. Warm lead. Disadvantages: Could ruin a relationship. May expect it in return.
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LG: SOCIAL MEDIA
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LG: FACEBOOK STATUS UPDATE
The NEW F.O.R.D. The NEW F.O.R.D.
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CREATE 3 LISTS CREATE 3 LISTS
PRIVACY SETTING PRIVACY SETTING
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LG: ENGAGING CONSUMER
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LG: TWITTER USERNAMES
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LG: HASHTAGIFY.ME
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LG: TWITTER HASTAG EVENTS
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LG: MEETUP.com
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LG: MEETUP.com
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32 11 CONVERSION ESSENTIALS 1. GIVE them what they want (Price, etc‐ give them more) 2. FAST, FAST, FAST (Lauren) 3. Multi‐media approach (Call, Email, Video Text, Video Email) 4. CTA 5. Price Bracket Email (PBE) 6. Know your Numbers 7. Get them IN the Office 8. Set an Appointment 9. Consumer Benefit instead of Sale Driven 10. Create a Niche 11. Utilize your own RE Terminology 1. GIVE THEM WHAT THEY WANT What is the sales price? Can I see the home today? “The home is $500,000 and has been on X days, are you familiar with this floor plan? Do you know about the different neighborhood amenities? We have all of the detailed information where we can send direct to you‐ what is the BEST email address for you? “
33 1. GIVE THEM WHAT THEY WANT What is the sales price? Can I see the home today? “We would love to get you in the home today. It does require an appointment. If we can not go in the next 10 minutes, can you do today at 6 pm or tomorrow at 12 pm?“ 2. FAST, FAST, FAST
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2. FAST, FAST, FAST
35 2. FAST, FAST, FAST 3. MULTI‐MEDIA (4 STEPS) 1.CALL Thank you for visiting our site to look for X homes in XYZ neighborhood. I was calling to see what information I could provide you about the models in the community or the amenities… Thank you for your interest in 123 Main Street. That is a great home, what originally attracted you to it online?
36 3. MULTI‐MEDIA (4 STEPS) 2. EMAIL Make it SPECIFIC to their SEARCH Make it SHORT Thank you for searching for condos in XYZ Community. Did you have a specific floorplan you wanted? 3. MULTI‐MEDIA (4 STEPS) 3. VIDEO TEXT
37 3. MULTI‐MEDIA (4 STEPS) NEXT DAY: 4. VIDEO EMAIL * RINSE/REPEAT 4. CALL TO ACTION (CTA)
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5. PRICE BRACKET EMAIL (PBE)
Can you send me the information for 123 Main Street?
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6. KNOW YOUR NUMBERS
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6. KNOW YOUR NUMBERS
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8. SET AN APPOINTMENT
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10. CREATE A NICHE
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Creating YOUR own Real Estate Terminology:
I am sure you have been calling on other homes.. Did anyone tell you about the 5 pillars of real estate yet? I know that I would definitely not invest in real estate today unless it held up to the 5 pillars of real estate… (pause) Would you like me to send you the 5 pillars and know how to start searching for the right home?
11. UTILIZE YOUR OWN TERMINOLOGY
44 BEING SOLD… To Invest in People, as they Invest in Real Estate. Impacting the Next Generation, One Client at a Time. THANK YOU Time is the MOST precious gift we have… thank you for spending it here. May we all: Impact the Next Generation, One Client at a Time.
