internet lead capture and conversion instructor powerpoint

5/21/2018 Internet Lead Capture and Conversion Instructor Powerpoint

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REVISED EDITION

An Agents Guide toInternet Lead Capture and

Conversion

Catch People in Your Web

Breakthrough to Mastery


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2An Agents Guide to Internet Lead Capture and Conversion

Main Ideas

1. Perspective on Internet Lead Capture and

Conversion

2. Internet in Real Estate

3. The Internet Lead Generation Model4. Track, Review, Improve


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Perspective on Internet Lead Capture

and Conversion

Pages 7-8

A website is a great tool when its

Easy to find and use

Full of valuable information

Able to catch leads

The Internet is not a replacement for human

interaction.


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and Conversion (continued)

Pages 8-9

Your website should work for you

Many websites are sources of free

information with no obligation Some websites require registration before

access to anything

Success with a website is measured inappointments


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Page 10

When is a Lead a Lead?

Hits

Inquiries Leads

A lead is someone who is able, ready,and willing to do business now.

GARY KELLER


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Page 11

ChallengeGet the Motivated Leads First!

Be the local economist/market expert

Understand the needs of buyers and sellers

Use your website to capture inquiries

Make a great first impression

Follow up on every inquiry

Too Many Leads?


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and Conversion(continued)

Page 12

MindsetConsider the Opportunity

Display your knowledge and expertise

Provide relevant and timely information

Attract new customers

Respond in effective and automated ways

Catch people in your web


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and Conversion(continued)

Page 13

Address Your Fears and Get Help

KWRI Information Technology

Market Center technology specialist

Technology Masterminds

Mega Technology Camp

Internet Lead Cultivation Summit


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Internet in Real Estate

Who Uses the Internet?

Answer: Buyers and Sellers

85% of all home buyers search online

29% found the home they bought online

23% found their agent online

Page 15


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Internet in Real Estate (continued)

Page 16

Points of Conversion Seller Rates Buyer Rates

Visitors by Type 15% 85%

Visitors by

Registrations

20% 3.25%

Registrations to

Appointments

5% 5%

Internet Conversion RatesBaseline


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Page 16

Internet Conversion RatesBaseline


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Truths

A great website may bring you a lot of visitors, but it

takes more than a great website to get a customer.

If you have a system in place to capture buyers andsellers and have a system to convert them, the Internet

can yield great leads.

Buyers and sellers are looking for help and trusted

advice from an agent.

Internet lead capture and conversion is a numbers

game based on volume.

Pages 17-18


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Sellers on the Internet

Browse to analyze and research the market

Look at comparables

Have no loyalty to agents or companies they

come across online

Want to understand the home selling process

Want agents to know their stuff and provide realvalue

Page 18


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Internet in Real Estate(continued)

Buyers on the Internet Start early in their time line

Browse to analyze and research the market

Are very prepared when they are ready Move quickly from website to website

Search online instead of driving to open houses

Want to understand the home buying process

Want agents to know their stuff and provide realvalue

Page 19


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Using Technology

eAgentC

ProManage/TOP PRODUCER

WolfNet

Video email

Click to talk

Instant messaging

Page 20


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Two Reasons for a Website

1. Internet presence for your business

Show homes for sale

Help buyers and sellers understand the process Communicate with buyers and sellers

2. Electronic office

MLS/KWLS

CMS

Tracking and reporting

Pages 20-21


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The Internet Lead Generation

Model

Page 22


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The Internet Lead Generation Model(continued)

1. Create and Maintain an Internet Presence

Professional and up-to-date

Meet consumers basic needs

Easy to navigate and find information

Enticing offers that capture leads

Variety of contact methods

Avoid real estate jargon

Memorable website name

Pages 22-23


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Buyers want

Property search

Buyer instant notifications (BINs)

Search savers

Community and neighborhood info

Home-buying process

Page 23


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Sellers want

Home values

Market statistics

Home-selling process

Page 23


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2. Lead Generate for Website Traffic

Online

Search engine optimization

Pay-per-click

Listing aggregation

Offline

Web address on yard signs, business cards, fliers,direct mail, all marketing

Page 24


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3. Capture, Connect, Cultivate, and Close

(The Four Cs)

Capture interested people

Connect with them on a personal level

Cultivate the relationship over time

Close for an appointment

Page 25


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Four CsCapture

Pages 26-27

MOFIRMake Offer for Immediate Response

Search the MLS for free

Best-buy list

Instant notification of homes for sale Find out what your home is worth

See more about a propertyvirtual tours, price, etc.

Automated guidance

Foreclosures, distress sales, etc. Free reports on the market

A A G id I L d C d C i


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Four CsCapture(continued)

Page 28

Capture with FiltersRegistrations

Skinny baitno registration required

Fat bait registration required

25A A t G id t I t t L d C t d C i


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Page 29

Registration Forms

Minimum

Name

Email

Optional

Phone

Location

Buyer/Seller

And more



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Page 30

Notification of Capture

Voice message to phone

Text message to phone

Email

Automatic update to CMS (TOP PRODUCER)



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Four CsCapture (continued)

Your Capture System

Page 31

Describe your current capture

system.

What offers do you make?

Do you require registration?How many inquiries each

day/week/month?



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Four CsConnect

Pages 32-33

Purpose of Connecting

Identify the motivation and readiness

Set an appointment

Provide custom answer

Build relationship

Move buyers to preapproval



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Four CsConnect(continued)

Pages 32-33

Speed Counts Respond as quickly as possible

Provide real value

Contact Rules Call back within 3 to 7 minutes

If busy, call again within 5 to 10 minutes

Try 3 times

Be friendly and relaxed

Always answer questions with questions




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30An Agent s Guide to Internet Lead Capture and Conversion


Pages 33-36

Outcome: You Reach the Person Introduce yourself

Thank them for visiting your website

Ask:Are you finding homes on the Internet?

How long have you been looking?

Whats prompting your move?

What are you looking for in a dream home? Use assessment form to assess motivation




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Pages 36-37

Outcome: You Dont Reach Them

Leave a message

Provide helpful information they can use

Build the relationship

Have a series of scripted voice mail messages

Pointers on how to navigate website

Market research

Instant notification of properties

Email if you have email address



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Four CsConnect (continued)

Your Connect System

Page 37

How quickly are you

connecting with inquiries?



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Four CsCultivate

Pages 38-39

Purpose of Cultivating

Provide continuous value

Cement relationship with action plans

Maintain top-of-mind status

Increase opportunity to convert to appointment



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Four CsCultivate (continued)

Your Cultivation System

Page 39

Describe your current system

for cultivating leads.



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Four CsClose

Page 40

Ask for an Appointment at Every

Opportunity

Explain Purpose of Appointment

Once you believe its okay to ask for what you want, you

will have a chance of getting it.

Gary Keller



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Four CsClose(continued)

Page 41

Come From Contribution

Adjust to Persons Behavior



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Four CsClose (continued)

Know Your Numbers

Page 42

Number of inquiries?

Number of contacts made?

Number of conversions?



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Track Your Progress

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How Do You Measure Success?

Numbers that are tracked and reviewed typically get

better.

Dave Jenks



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Resources

KWUs Internet Lead Generation, Chapter 5

KW Intranet

KWRI Information Technology Group

Technology Masterminds

Mega Technology Camp

Internet Lead Cultivation Summit

Page 45



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The Bottom Line

Build a website that provides consumers what they want Encourage frequent visits and registration by making offers that

generate immediate response

Capture interested people and begin to connect with them

Focus your time and attention on the highly motivated buyersand sellers

There is no such thing as a bad inquiry, just inquiries that arentfollowed up

Dont capture a bunch of inquiries if you cant address them in

some way Using automated systems to capture inquiries allows agents to

focus more time on cultivating and converting their Internet leads

A lead is someone who is able, ready, and willing to act now!

Page 46



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Productivity Boosters

Page 47

Apply automatic follow-up action plans

Personalize emails with links to website



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My Action Plan

Pages 53-54

Dont put away this guide without developinga plan to put what you have learned intoaction!

Refer to the Action Plan on pages 53-54 ofthe guide to assess your strengths andareas for improvement.

Write down steps you will take to improveyour skillscomplete it, share it, andcommit to it!



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Take the other courses in the

Breakthrough to Mastery Guide series! Gaining Mind over Market

Upshifting Your Lead Generation

Seller Pricing Strategies

Seller Staging Strategies

Lead Capture and Conversion

Creating Urgency to Buy

Bulletproofing Transactions

Expense Management Effective People Leverage

Short Sales, Foreclosures, and REOs

Financing Solutions



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An Agent s Guide to Internet Lead Capture and Conversion

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internet lead capture and conversion instructor powerpoint

Documents

hits inquiries leadsa

revised editionan agents

real estate continuedpage

home buyers

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needs of buyers

motivated leads

great tool