change is a good thing -...
TRANSCRIPT
Change is a Good Thing
Robert Mallon RMallon.com
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Robert Mallon
www.RMallon.com
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The Blog Master
Jay Thompson Zillow – Director of Industry
Outreach & Social Media
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Master your leads Maximize your results
Jack Markham
Director of Online Strategy
Today’s Online Consumer
Online Consumer Challenges
Challenges of Today’s Agents Building, growing and managing a successful business
• Generating leads
• Engaging leads
• Winning business
• Having fun
Generate leads
Engage leads
Convert leads
Continue relationship
1. Aligned Consumer Value Prop 2. IDX Feed to Your MLS 3. Lead Capture Tool 4. Up to Date Real Estate
Information 5. CRM attached to website
Top 5 Website Must-Have’s
Top 5 lead generation strategies
1. Pay per click advertising
2. Search engine optimization
3. Craigslist
4. Social media sites
5. Integrated print marketing
Sales vs. Service
Establishing 1st impressions • Be Serviceable
– Brief introduction –buyer lead
• Introduce yourself -“Thank you for registering on my website” • Brief, precise, confirmation of information they are looking for –to send
out relevant content • GOAL: brief, friendly, purposeful, establish expertise by sending out
content that is relevant based on site activity
– Brief introduction –listing lead • Introduce yourself as the Premier listing agent in your area –thank them • “What is your motivation behind finding out the value of your home
today? Refinancing? Relocation? Curious about your home versus other homes in your neighborhood? Need to move ASAP?”
• Brief, precise, confirmation of information they are looking for –to provide accurate value of home
Demonstrate your expertise
– Provide relevant content
– Neighborhood information
– Market analysis
– Foreclosure/short sale info
– Recommended listings
– Offer a free comparative market analysis
– Offer a relocation package
– Offer tips for 1st time homebuyers
Know exactly when to reach out – Consumers that are viewing homes on
your site
– Know your lead before you reach out to them
– Consumers that are saving homes on your site
– Consumers that return to your site
– Consumers that need a comparative market analysis annually
– Contact management system that identifies your HOT buyers from your browsers
Once a day to maximize leads • Must Do’s:
– 1st Impressions immediately – Accelerate buyers timeline
• Purposeful communication – Re-Engage past leads
• Don’ts:
– Just touch base – Emptiness contacts
Standout online
VS
Unique & Successful Another Face in Crowd?
Jack Markham Director of Online Strategy
Market Leader
[email protected] Twitter: @Markham18
Facebook: http://www.facebook.com/markham18 LinkedIn: http://www.linkedin.com/in/jackmarkham
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3 Pillars of Internet Marketing, Knowledge, Conversion and Retention
– Part One
Jim Marks
Pillar One Thou Must
Learn the VALUE of Traffic
If you don’t fully understand the value of every click, how do you
know whether to invest in it?
Pillar Two Thou Must
Convert Traffic
What if you don't have a website that converts TRAFFIC?
Your Internet Marketing won’t work.
We are NOT in the Information Business… We are in the CAR RIDE
Business
Consumers Have Shorter Attention Spans
Political Sound Bites
1968 Presidential Election= 48 seconds 1990 CBS policy - No Bite less than 30 seconds 2012 Average Sound Bite= 7.9 seconds
Home Ownership Cycle is Longer
0123456789
10
2005 2007 2009 2011
Home Ownership Duration
Home OwnershipDuration
Pillar Three Thou must RETAIN
Thy SPHERE If your sphere is staying in their homes longer…
You need to build a bigger sphere.
Where Does Your Biz Come From?
Print Advertising Cold Calling
Floor Duty
Relocation Agent Referral
Sign Call
Open House
WEBSITE
Past Client
Sphere of Influence
Other
Existing Relationships Print Advertising $ Door Hangers $ Magazine Advertising $ Newspaper Advertising $ Cold Calling T Floor Duty T Agent Referral T Sign Calls T Open House T Website Leads Email Blasts
Where Does your Biz Come From?
Who is in your SPHERE?
0
200
400
600
800
1000
1200
Realtor
Sphere Size by Years in Business
The ONLY thing that will KEEP someone in YOUR SPHERE?
Is a Conversation
Hi.
100 Years of Technology
Personal Pact
And They will TELL you how to Retain Them…
And They will TELL you how to Retain Them…
Creates a Memory
Memorializes Relationships
Creates Differentiation
www.sendoutcards.com/virtualresults
InkCards
Create greeting cards from your phone without a trip to the store (or even a stamp!). Add your photos, special notes, and other personal touches.
Move Off-Line Sphere
On-Line
Pillar One Thou Must
Learn the VALUE of Traffic
If you don’t fully understand the value of every click, how do you
know whether to invest in it?
Pillar Two Thou Must
Convert Traffic
What if you don't have a website that converts TRAFFIC?
Your Internet Marketing won’t work.
Pillar Three Thou must RETAIN
Thy SPHERE
Connect:
Jim Marks
VirtualResults.net (888) 99-RESULTS x700
(888) 997-3785 x700
XplodeThis.com/feedback
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