Online Leads

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Online Leads

• How To Capture AND Retain Buyer And Seller Leads
  On The Internet

Thomas Cook
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Today Were Going To Talk About

• Building a big LIST - How to attract lots of
  buyer and seller leads online
• An Overview - Converting those leads to actual
  sales
• Being accountable for the results
  conversations, appointments sales
• Marketing for sellers how to differentiate
  yourself from all the other agents

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Download Todays Presentation PLUS Lots Of Our
Team Procedures, Presentations Checklists

• www.UltimateTeamTraining.com/Turkey

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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

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5 Steps To Attracting Buyer Leads

• THE Ultimate goal build as large a list as
  possible
• Define your target neighbourhood-condo bldg BY
  sale price and/or sales volume
• Create a Stealth Site for that specific market
• Collect additional lead info from an auto-filled
  Thank You page
• Distribute those leads to your Team
• Monitor their conversion of those leads
• ALL DONE !!!

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Creating A Stealth Site

• Keep it simple and VERY targeted
  LibertyVillageCondoList.com
• Initially only ask for name, email and phone
• On the Thank You page, ask for more info
  LibertyVillageCondoList.com/thankyou.asp
• Send the leads into an autoresponder and
  distribute them automatically to your Team
• We use RealPro Systems (RP) for lead capture and
  lead distribution see Caine here

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Now Team Member Gets A Lead

• Lead goes into RP and is automatically sent to a
  Team member (TM) on the lead rotation via email
• Email with the Liberty Village condo list link is
  automatically sent to the lead
• TM follows up with the lead using a specific
  objection-handling script
• GOAL Set up a First Buyer Meeting appointment

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Keep The Neighbourhood Lists Of Homes For Sale
Updated Monthly

• Youve 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

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First Buyer Meeting

• GOAL build trust rapport AND get a buyer
  contract signed for 12 months
• TM uses First Buyer Meeting PowerPoint
  presentation
• Gets buyer contract signed
• Sets up a Market Experience Tour within the next
  1-2 weeks
• Follow Up Follow Up Follow Up

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Our Team Buyer Agent Slogan

• Conversations lead togt Consultations lead togt
  Showings lead togt Negotiations and Offers
• But it all starts with phone or email
  conversations !!!

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Tracking TM Follow-Up Results

• There must be accountability by the TM
• Daily Activity Tracking form
• Twice-per-week Success Tracking form
• Benefit TM can see what theyre doing AND not
  doing Leader can review and coach TM to help
  improve results
• Consequence of not turning in all forms as
  required OFF THE LEAD ROTATION

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Since Im paying for the leads there has to be
accountability! Team members submit these daily
to keep them aware of how theyre spending their
time AND so Im aware of their efforts and results
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Monday Thursday Activity Tracking Form
Tracks different activities than the daily one
I use this to compare activities to sales
results and it allows me to coach them based on
what results I see here
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Follow-Up Follow-Up

• Need to have regular communication with ALL leads
  calls, newsletters, market updates etc
• Walk into a clothing store story
• 5-Star Prospect? Use 20-50-30 rule PLUS 50-15-85
  rule to prioritize who to work with
• Autoresponder/RP needs to have drip emails
  programmed to go out for at least 2 years
• Short conversation emails

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Short Email Example

• Volker,
• I was just organizing my schedule today...
• Would you like to look at any homes in the next
  few weeks?
• Thomas
• ONLY GOAL gt To get a back-and-forth conversation
  started !!

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Time To Have A Buyer Consultation

• Now that theyre serious about buying
• Sally will review this process in her
  presentation
• Help them to buy a home 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

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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 monitor traffic watch
  how much money youre spending daily, weekly and
  monthly

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Attracting Seller Leads

• Ultimate goal build as large a list as possible
• Define your target neighbourhood-condo bldg
• Choose based on turn-over rate of 8-10 or more
• Create a Stealth Site for that specific market
• Distribute those leads to your Team
• Monitor their conversion of those leads
• ALL DONE !!!

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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

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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
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Marketing Your Listing Lead Site

• Postcard campaign to neighbourhoods or 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

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Condo Report Postcard
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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

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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 maximize their sale price
• Create an excellent Seller Marketing Program
  thats better than your competition
• Use a PowerPoint Listing Presentation to
  differentiate yourself from competition

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The First Showing Is Now Online

• Six 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

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We Offer 2 Marketing Plans
Full Service Plan 5 No Frills Plan
4.35 In both cases, 2.5 is paid to the agent
who brings the buyer
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The NO FRILLS Plan
Offers fewer services than the Full Service
Plan Its basically the same service that most
other agents provide but for a lower commission
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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 youre different from
  all the other agent !!

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Seller Checklist After Signing The Listing
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Online Marketing Checklist For Virtual Assistant
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What If Youve Got An Overpriced Listing?

• Suggest they do a 17-21 Day Test where you
  monitor how many showings youre 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 thats right for
  your market and use it to set up a future price
  adjustment

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Ask For A Video Testimonial
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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 sellers experience
  and circumstances WhatPeopleAreSayingAboutUs.com

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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
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Take It Step By Step

• Research Pick a neighbourhood 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 youll have something to send
• Grow your list advertise on Google, etc
• Create ongoing drip email follow-ups

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Get Started

• Decide what youre going to work on first
• Set a reasonable timetable
• Progress not perfection ! Speed of
  implementation is important
• Remember Ongoing Team training and mastery of
  scripts and presentations is CRUCIAL to their
  success!!

What Questions Do You Have??
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Remember toDownload Todays Presentation PLUS
Lots Of Our Team Procedures, Presentations
Checklists

• www.UltimateTeamTraining.com/Turkey