Download - Thomas & Sally Cook – Toronto Growing Your Business Online… How To Capture AND Retain Buyer
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
Growing Your Business Online…
How To Capture AND Retain Buyer And Seller Leads On The InternetThomas
CookThomas
Cook
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
Today We’re Going To Talk About…
• Building big LISTS - How to attract lots of buyer and seller leads online
• An Overview - Converting those leads to actual sales
• Being accountable to yourself for the results – conversations, appointments & sales
• Marketing for sellers – how to differentiate yourself from all the other agents
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
Download Today’s Presentation PLUS Lots Of Our
Team Procedures, Presentations + Checklists
www.UltimateTeamTraining.com/Turkey
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
We Call It The ‘Before’ Business• Concept of ‘fishing upstream’ – benefits• Easier to attract buyers than sellers – why?• Attracting buyers… seminars, Pay-Per-Click on
Google and Facebook, drip emails to your list with autoresponders, eFYI electronic newsletters, Stealth sites (squeeze pages), blogs
• Attracting sellers… neighbourhood postcard campaigns, Success client follow-up
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
Research Neighbourhoods
Set Up A Stealth Site with Autoresponder
(Aweber or GetResponse)
Master Lead Conversion & Objection Handling
Scripts
Advertise On Google Follow Up On Leads By
Phone + Email
Set Up A Tour Of Homes OR First Buyer Meeting
Arrange To Do Market
Experience Tours
NOW They’re Ready To Buy –
Do A FULL Buyer Consultation
Show Homes & Negotiate Offer
8 Steps To The Sale
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
Imagine You Could Sign A ‘Loyalty’ Contract With The Buyer• In Canada, Buyer Agency became law in 1995
– just 16 years ago• Sally and I made up our own contract 3 years
before that• You can too !!(copy of ours provided with the Downloads)
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
3 Steps To Getting Face-To-FaceTHE Ultimate goal – build as large a list as possible•Select a target market – as narrow as possible•Compel people to contact you• Create a ‘Stealth Site’ for EACH specific market• Collect additional lead info from an auto-filled ‘Thank
You’ page•Educate and motivate people to meet you personally• Prove you are the expert AND have their best
interests at heart• Be a master of scripts, asking questions AND objection
handling
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
Creating A Stealth Site• Keep it VERY targeted – the narrower the better
LibertyVillageCondoList.com• Initially only ask for name, email and optional
phone #• On the 2nd page, can ask for more info
LibertyVillageCondoList.com/thankyou.asp• Send the leads into an autoresponder which
automatically emails the list to the buyer• Keep each site simple, direct and targeted to only
ONE niche market
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
Creating A Stealth Site – Plan A• Hire RealProSystems.com – they create your
main website PLUS stealth sites PLUS provide the online database to manage your leads
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
Creating A Stealth Site – Plan BDo-It-Yourself
• Hire BlueHost.com to host your new stealth site for $4/month
• Select a site design from TemplateSold.com for $60/year
• Set up an auto-responder at Aweber.com for $19 per month
• Hire a virtual assistant to install your new site and insert the correct information
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
Marketing Your Stealth Site• Keep your marketing targeted to who you want to
attract – ONLY market where those people are likely to see it!
• Pay-per-click lead generation on Google, Facebook and/or Yahoo– Must have a ‘lead capture’ stealth site to collect email
addresses or your money is wasted• Test various keywords – Google Adwords• Monitor traffic – watch how much money you’re
spending daily, weekly and monthly
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
Keep The Neighbourhood Lists Of Homes For Sale Updated Monthly• You’ve promised them the list so you need to
deliver on your promise bi-weekly or monthly• Do a ‘Condos For Sale As Of October 2011’
list, PDF it and post to your website like… www.CondoLivingDowntownToronto.com/ Downtown-Toronto-Condo-Activity-List
• Email them bi-weekly or monthly with a link to the list AND include various calls-to-action
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
Your Stealth Site Worked – You Got A Lead• Lead information goes into your auto-
responder• An email with the ‘Liberty Village’ condo list
link is automatically sent to the lead• YOU are also sent an email notifying you that
a new lead has arrived• Call or email them immediately
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
Now You Contact Them• Download and use the ‘Team Internet Lead
Conversion Scripts’• Memorize some of the ‘One Liner Openers to
Start Email or Phone Conversations’• Ask lots of questions – become their real
estate consultant and advisor – show you care• Your GOAL – Set up a First Buyer Meeting
appointment as soon as possible
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
First Buyer MeetingGOAL – build trust & rapport AND get a buyer contract signed for 12 months•Use the First Buyer Meeting PowerPoint presentation•Get the buyer contract signed•Set up a Market Experience Tour within the next 1-2 weeks•Follow Up – Follow Up – Follow Up
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
Our Team Buyer Agent Slogan
Conversations lead to=> Consultations lead to=> Showings lead to=> Negotiations and OffersBut… it all starts with phone or email conversations !!!
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
Track Your Follow-Up Results• Be accountable to yourself OR a friend• Daily Activity Tracking form• Twice-per-week Success Tracking form• Benefit – you can see what you’re doing AND
not doing – your accountability partner can review and coach to help improve results
• Consequence of not turning in all forms as required – SET A PENALTY FOR YOURSELF
You’re paying for the leads – you
need to be accountable !
Fill these in daily to keep yourself aware of how
you’re spending your time AND
what results you’re getting
Monday & Thursday Activity Tracking FormTracks different activities than the daily one – I use this to compare ‘activities to sales’ results and it allows you to see how effective you are being every week
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
Selecting WHO To Work With• Must avoid being a ‘sales person’ – imagine
when you walk into a clothing store• Work ONLY with 5-Star Prospects• Friendly and cooperative• Willing to engage in a dialogue• Know what they want• Planning to buy in 6-12 months• Want us to help them !!
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
Why It’s A Long-Term Commitment
• Use 20-50-30 rule PLUS 50-15-85 rule to prioritize who to work with
• Autoresponder needs to have drip emails programmed to go out for at least 2 years
• Use short ‘conversation’ emails to connect and bond – just like at a party
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
Short Email ExampleGokhan,
I was just organizing my schedule today...
Would you like to look at any homes in the next few weeks?
ThomasONLY GOAL => To get a back-and-forth
conversation started !!
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
Time To Have A Buyer Consultation• Now that they’re serious about buying…• Sally will review this process in her
presentation• Help them to buy a home – and become a
‘SUCCESS’ client• Launch a “Plan” to follow-up between offer
acceptance and getting the keys• Launch a “Plan” to continue to follow-up for
next 10+ years
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
Attracting Seller LeadsUltimate goal – build as large a seller list as possible•Define your target neighbourhood or individual condo building•Choose based on ‘turn-over rate’ of 6-10% or more•Create a ‘Stealth Site’ for that specific market•Monitor your conversion of those leads
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
Creating A Listing Stealth Site• Keep it simple and VERY targeted like
TorontoCondoMarketReport.com• First report is printed and mailed• Subsequent reports are emailed monthly with
links to the PDF report based on the neighbourhood – set up a blog site like LivingInCityPlace.ca to host the monthly report for each neighbourhood/condo building
Every month we update the PDF report on the website and send an email link to all the subscribers (condo sellers in CityPlace) to go and download it
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
Marketing Your Listing Stealth Site
• Postcard campaign to neighbourhoods or specific condo buildings
• Postcards customized for specific area OR more general and delivered to several areas at the same time
• Drive traffic to the stealth site – seller picks their neighbourhood/condo building from the list and submits their report request
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
Condo Report Postcard
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
Seller Lead Generation Program
• Provides a complete set of postcards and follow-up emails to generate seller leads from a targeted neighbourhood
www.GettingListings.com/EuropeAgents
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
4 Seller Loyalty Builders• Deliver a ‘Pre-List Package’ to the seller
BEFORE meeting with them• Do a ‘Room-By-Room Review’ to help the
seller stage their home – quicker sale AND maximize the selling price
• Create an excellent ‘Seller Marketing Program’ that’s better than your competition
• Use a PowerPoint Listing Presentation to differentiate yourself from competition
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
The First Showing Is Now OnlineSix Ways Our Listing Marketing Campaign Is Better•Digital photos•Digital and PDF floor plans of the home•HD video of the interior, exterior and neighbourhood with wide-angle lens•6-page colour feature sheet•Best website marketing of the home•Online ads – use Craigslist or equivalent
We Offer 2 Marketing
PlansFull Service Plan = 5%
No Frills Plan = 4.35%
In both cases, 2.5% is paid to the agent who brings the buyer
The NO FRILLS Plan
Offers fewer services than the Full Service Plan
It’s basically the same service that most other agents provide but for a lower commission
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
Communicate With The Seller• Use a Listing Checklist at your meeting to
ensure the seller is knowledgeable about what to expect once their home goes on the market
• Showing feedback www.HomeFeedback.com• Weekly or bi-weekly seller update calls• Email and blog market updates• Make sure seller knows your goal is to get
them the highest price AND that you’re different from all the other agent !!
Seller Checklist
After Signing
The Listing
Online Marketing Checklist
For Virtual Assistant
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
What If You’ve Got An Overpriced Listing?
• Suggest they do a “17-21 Day Test” where you monitor how many showings you’re getting
• Zero showings = overpriced by 6-8%• 1 showing every few days but NO offers =
overpriced by 4-6%• Several showings every day and an offer within
the 17-21 days = priced right• Pick the “X-Y Day Test” period that’s right for
your market and use it to set up a future price adjustment
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
Ask For A Video Testimonial
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
What People Are Saying About Us
• Post your ‘happy buyer/seller’ videos online• Set up your own YouTube channel like
TorontoCondos.TV or TorontoRealEstate.TV and upload videos
• Can set up a blog to showcase your testimonials WITH an intro story about the seller’s experience and circumstances WhatPeopleAreSayingAboutUs.com
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
Get Some Further Training• Learn how to create excellent results
with online video at EasyAgentVideoEurope.com
• How to get ALL the listings you want in any area GettingListings.com/EuropeAgents
* Build your referrals from past clients TheWorldsMostInterestingPostcard.com/EuropeAgents
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
How Do You Eat An Elephant?• Research… Pick a neighbourhood or condo
building where annual sales are typically 6%-10% of the total homes
• Create a ‘stealth site’ and set up an autoresponder account
• MORE research – build a ‘for sale’ list and/or a ‘sold’ list so you’ll have something to send
• Advertise on Google to grow your list• Create ongoing ‘drip email’ follow-ups
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
What Day Next Week Are You Starting?• Decide what neighbourhood or condo building
you’re going to start with first• Set a reasonable timetable to get it done• Progress… not perfection !
Speed of implementation is important• Remember… Ongoing training and mastery of
scripts and presentations is CRUCIAL to your success!!
Thomas & Sally Cook – Toronto
www.TorontoRealEstate.ca www.CondoLivingDowntownToronto.com
Remember toDownload Today’s Presentation
PLUS Lots Of Our Team Procedures, Presentations + Checklists
www.UltimateTeamTraining.com/Turkey