seller lead conversion - part 1
DESCRIPTION
This is the first class in a two-part series on converting seller leads into transactions through client engagement and the use of our prewritten, customizable email campaign in the new Marketing Center. Learn what top agents are doing and the scripts they use to increase conversion rates. Watch the webinar at http://bit.ly/1zAlz9e.TRANSCRIPT
![Page 1: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/1.jpg)
Seller Lead Conversion Plan
Host: Shannon Shimabukuro
Senior Trainer
Trulia
Part 1 – The Strategy
![Page 2: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/2.jpg)
Agenda
• Today’s Internet Seller• How to win• The Seller Lead Conversion plan• Questions
![Page 3: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/3.jpg)
The Seller Journey…
3
![Page 4: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/4.jpg)
What’s the Most Important Factor in Selecting an Agent?
35% Reputation
18% Honesty & Trustworthiness
15% Friend or Family
66% of sellers only interview 1 agent before selecting who they
work with
What Do Sellers Want from Agents?
What Do They Want from You? Help the seller market to potential buyers Help selling the home within a specific timeframe Help pricing the home competitively Help finding a buyer for the home
![Page 5: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/5.jpg)
How can I win?
![Page 6: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/6.jpg)
Be Responsive• If you respond to a lead within 5 minutes,
you’re 100x more likely to contact a lead than if you respond in an hour.
• Responding to a lead within minutes doubles your chance of conversion.
• Sellers will use responsiveness as a proxy for quality.
• Most sellers research & select an agent in only one day and interview only one agent.
![Page 7: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/7.jpg)
• I am a human• I understand your
needs/concerns• I am trustworthy
Make a Connection
![Page 8: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/8.jpg)
• Give them tools to self-serve• Keeps you in the loop
• Provides value
Get them on your website
![Page 9: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/9.jpg)
Get that phone to ring!
![Page 10: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/10.jpg)
Seller lead conversion Plan
![Page 11: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/11.jpg)
Seller Lead Conversion Plan
Agent Responds and
Stops Their Search
Agent Starts lead conversion
Process
Lead converted to appointment, referral, or drip
Website Captures Lead
![Page 12: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/12.jpg)
The Plan to Get a ResponseIn a nutshell…
Phase 1: 7 Day Plan of Attack for Sellers High-touch, hands-on follow-up immediately after you get a new lead
Phase 2: 12 Week Campaign Customize the email and phone scripts. They are set and forget thereafter!
![Page 13: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/13.jpg)
What tools do I have?
![Page 14: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/14.jpg)
The Game Plan:
Activity checklist
Phone call scripts
Email scripts
Search for “Seller Lead Conversion Plan” on learn.marketleader.com”
![Page 15: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/15.jpg)
Pre-built Seller Lead Conversion Campaign
Quick Text Email Templates
Seller’s Market Report
Market Insider*
Listing Alerts
Market Insider is not available in all areas*
In Market Leader Pro and Suite
![Page 16: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/16.jpg)
![Page 17: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/17.jpg)
Phase 17 Day Plan of Attack
![Page 18: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/18.jpg)
7 Day Plan of Attack for Sellers Day 1:
Respond fast with a property report Add to the Seller Lead Conversion
Campaign
Day 3 Call, Mail a note, and Send neighborhood
listings
Day 5: Send link to Market Insider report
Day 7: Add to a listing alert Subscribe to ongoing market report
newsletter
![Page 19: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/19.jpg)
Day 1: Start Your Conversion Plan Off on a High Note
1. Make an Introduction CallAlways leave a voicemail + set expectations you are working on their report and will drop it off on their doorstep.
“Hello (name) , this is <your name> with XYZ realty—I just got your home value request from ABC website—and wanted to let you know I’m putting together a customized property report for you. Is there anything you’d like to tell me about your property as I create this? If not, I’ll email it to you shortly. I’ll also drop a copy off at your house sometime later today (edit this for your timeline)—so you’ll have a printed copy of your report.
![Page 20: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/20.jpg)
Day 1: Send a follow-up email • Save time by creating a Quick Text email (in AdminEmailQuick Text)
Hi, thank you for your home value request on ABC website. I’m on the road right now and will email your customized home value report as soon as I am back at my desk. Is there anything you’d like to tell me about your property as I create this? I’ll also drop a copy off at your house sometime later today (edit this for your timeline). Thanks again for your interest in the value of your CITY home.
You can also use my website to see homes that are currently on the market. <Insert agent website>
Thanks again!
![Page 21: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/21.jpg)
• Check Title and MLS • Send a Home Estimate
• Email a copy• Print 2 copies
• 1 to hand-deliver• 1 to mail (on day 3)
Day 1: Research and Deliver a Broad Home Estimate
![Page 22: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/22.jpg)
Hand Deliver? Really?? Yes. Really.
![Page 23: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/23.jpg)
Day 1: Add to the Seller Lead Conversion Campaign
![Page 24: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/24.jpg)
Day 3: Keep working your leads
1. Call and Leave a Message
2. Mail a hand-written note Thank them for contacting you Ask them what they thought of the
home value estimate or the market report
3. Email active listings for the sellers’ neighborhood
![Page 25: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/25.jpg)
Day 5: Send a Market Report
Send them a link to Market Insider based on their zip code
![Page 26: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/26.jpg)
DAY 7: Listing Alerts and Market Updates
1. Call and Leave a Message
2. Add lead to a listing alert email (weekly)
3. Add lead to Market Insider newsletter for their zip code
![Page 27: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/27.jpg)
Recap
• We respond to requests quickly• We go “above and beyond” to answer questions• We’ve added “human touches” with our hand delivery and follow-up
handwritten note• We have set in place tools to get them back on our website
By now we have shown…
![Page 28: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/28.jpg)
Phase 212 Week Email Campaign
![Page 29: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/29.jpg)
12 weeks at a glance…1. How much is your home worth today?
2. This may be a long shot but are you relocating?
3. Keeping an eye on homes like yours
4. Phone number?
5. I’m really real
6. Is this the time to sell?
Activity: Phone call
7. How much can you get for your house
8. Thinking outside of the box for you
9. Top 6 ways to improve your home’s first impression (2 days later “oops--here’s the attachment”)
10. Interested in free staging
11. Negotiating on your behalf
12. How to get help selling your home
Activity: Add seller to another campaign
![Page 30: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/30.jpg)
Recommended Seller Campaigns
• Long term seller (12 months)• Short term seller (4 months)• Distressed Properties (Seller) (9 weeks)• Website Visitors: Sellers
![Page 31: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/31.jpg)
Tips
• In General:• The goal is to get them to respond! When they do, STOP the
campaign. • Customize your follow-up whenever possible• Stick with it!
• Email Tips:• Respond quickly with information of value• Focus on them • Always ask for appointments
• Phone Tips:• Always leave voicemails• Stand and smile when you speak into the phone• Match your voice to your audience
![Page 32: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/32.jpg)
Homework Review the Seller Lead Conversion Plan Customize the scripts with your own
voice, links, and style Register for the next Power Hour:
• “Part 2: Workshop – Seller Lead Conversion”
![Page 33: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/33.jpg)
Next Power Hour: September 10th!**No Class Next Week (Labor Day)**
WORKSHOP- Part 2: Seller Lead Conversion Plan• Step-by-step LIVE account instruction • Time-saving best practices tips and tools • Common FAQ’s
Wednesday, September 10th 10:00am PT/1:00 pm ET
To Register: www.Learn.MarketLeader.com
![Page 34: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/34.jpg)
Want More?• Fill out post-class survey to receive
class notes!• Visit Learn.MarketLeader.com:
• Power Hour Recordings & Handouts
• Short Tutorials• Customer Support: 1-877-450-0088
![Page 35: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/35.jpg)
Thank you for attending:
Seller Lead Conversion Plan
Part 1
![Page 36: Seller Lead Conversion - Part 1](https://reader036.vdocuments.site/reader036/viewer/2022062511/54bc22474a7959e7158b4584/html5/thumbnails/36.jpg)
Thank you for attending:
Seller Lead Conversion PlanPart 1 – The Strategy