e lead management tar
DESCRIPTION
Presentation given at the September 2008 Texas Association of REALTORS by Jonathan D. Nicholas http://www.jonathannicholas.comTRANSCRIPT
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Managing & ConvertingYour e-Lead Business:Cash Cow or Mad Cow?
04/08/23 2008 The Company CEO, Inc. 1
Jonathan D. Nicholas, ABR, CRB, CRS, GRI2008 President, CRB [email protected]
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Cash Cow or Mad Cow?
04/08/23 ©2008 The Company CEO, Inc. 2
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Cash Cow or Mad Cow?
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Technology Disconnect
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Technology Disconnect
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Technology Disconnect
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Don’t want to take notes?Log-on to www.jonathannicholas.com
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Don’t want to take notes?Log-on to www.jonathannicholas.com
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Resources TAR Password CRB
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Technology Disconnect
The Internet Empowered Consumer
• Average Internet Buyer is:– 29 Years Old– Getting Younger Every Year
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Technology Disconnect
On the Flip-Side…
• Average Agent:– 51 Years Old– Not Getting Younger Every Year– Average Broker is 54
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Course Objectives
• Understand e-consumer expectations
• Develop a lead management process
• Create conversion standards
• Understand the evolution of lead mgmt
• Consider additional e-lead generation options for greater return-on-investment
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Leads Management
A system for tracking the life-cycle of a prospective customer, from source of contact through transaction completion (or abandonment)
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Leads Management
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Disconnect Continues
• Comments heard in the office….– “These internet leads are worthless!”– “They won’t return my phone call!”– “None of them are ready to buy!”– “They told me to leave them alone!”– “I’m not taking any more internet leads!”
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Lead Conversion
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Lead Conversion
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Lead Conversion
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Lead Conversion
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e-Leads
• Are all internet leads bad??– Not if you take the time to understand a little
more about them.
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Internet Consumers
• According to a NAR study on Internet Buyers and Sellers:– They tend to have higher Incomes– They tend to be better educated– They have a shorter search time– They view fewer homes– They are more likely to use a REALTOR
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Internet Consumers
• According to a CAR study on Internet Buyers and Sellers: (2006)– 92% found their agent on a web site– 63% found through a search engine– 0% found agent through brochures, flyers, yard
signs or mailers.– 100% started looking at homes first, for their
agent second.
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Internet Consumers
• According to a CAR study on Internet Buyers and Sellers: (2006)– Internet buyers took 2/3 less time– Internet buyers interviewed only one agent;
others interviewed three– Internet buyers were far more satisfied in every
research category of satisfaction than traditional buyers were
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Internet Consumers
• According to a CAR study on Internet Buyers and Sellers: (2006)– 97% of internet buyers said that they would
use the same agent AGAIN!
Wow! They really are lower maintenance!
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Internet Consumers
• Percentage of those who used the first Real Estate Professional they talked to:– 80% of all Buyers– 74% of all Sellers
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Generational Shift
• Gen-X and Echo Boomers (Age 14-43)• 86% used internet to find agent
• 75% used it to find their actual home
• 66% used it to get financing
• 62% to get neighborhood information
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Generational Shift
• Gen-X and Echo Boomers (Age 14-43)• Teens – early 40’s
• Digital Lifestyle
• MySpace, FaceBook, LinkedIn, Twitter, etc.
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Generational Shift
• Gen-X and Echo Boomers (Age 14-43)• 45% used the internet to find a RE firm
• Use email 2 X’s more often than the phone– Phone Calls are SO Last Century!
• Want their agent to have a website with listings posted to several other sites
• Want to be updated on the closing process by email
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Communication Styles
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Ages 44 to 62 years
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Communication Styles
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Ages 32 to 44 years
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Communication Styles
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Ages 14 to 31 years
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Generational Shift
– Gen Y & Millennials• 80% of under 24’s more likely to text than email
– Emails are SO Last Century!
• Average first time homebuyer is 22 years old
• Tribal – Community – Social Networkers
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Expectations?
• 15 to 20 Minute Response Time
• “Connected” Agent
• All the information
• All the images
• The good, the bad and the ugly
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Terabitz
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Brokerage Realities
• 50% of leads are not responded to
• 50% of leads are responded to– Took an average of 48 hours to receive
response from an agent or brokerage– 80% are abandoned after 6 days
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Brokerage Realities
• Alarming Reality– $2 Billion was spent to drive online leads– We are only nurturing 10% of the pie– We lost out on the other 90% due to our own
bad habits
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Brokerage Realities
The Internet Pie• 189 Million Daily Unique Visitors
• 115 Million Average Daily Visits
• 455 Million Daily Page Views
• 10 Billion Daily Hits
• 28.1 Minutes per Visit
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Brokerage Realities
The Internet Pie VS. REAL ESTATE• 189M Vs. 44M Unique Daily Visitors
• 115M Vs. 5.4M Average Daily Visits
• 455M Vs. 2.8M Average Daily Page Views
• 10 Billion Vs. 171M Daily Hits
• 28.1 Minutes Vs. 9.1 Minutes
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Brokerage Realities
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Media MetrixJuly 2008
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Website Standards
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Website Standards
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Website Standards
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Website Standards
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Website Standards
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Website Standards
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Website Standards
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Website Standards
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Website Standards
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Website Standards
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Brochures are OUT!
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Standards?
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Website Standards
Advanced Search Ability
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Website Standards
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Website Standards
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Website Standards
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Website Standards
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Website Standards
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Website Standards
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Website Standards
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Website Standards
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Website Standards
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Website Standards
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Website Standards
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Minimum Standards:• Quick Search and Advanced Search• Interactive Mapping & Community Content• Emphasis on Visual Content including Video, Pix, Tour• Consumer Dashboard• Content Rich• Lead Generation Forms• Syndication• Lead Management Module• Follow an e-lead Management Process
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e-Lead Process
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e-Lead Process
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e-Lead Process
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What are you doing to generate traffic?• Google Adwords• Media driving to URL• Syndication• Listing Updates• Drip Campaigns• Social Media
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e-Lead Process
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e-Lead Process
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What are you collecting from the traffic?
• Data– Who, when, how long, what, where, how much
– Referring URL
– ROI
– Source
• Leads
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e-Lead Process
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e-Lead Process
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Scrubbing the Leads:
Were lead generation forms submitted?• Segment & Qualify• Touch Base• Assess urgency
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e-Lead Process
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e-Lead Process
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Who is worthy?• Office Policy or Company Culture• Certification on Internet Consumers• Internet Division• Standards & Accountability• What’s best for the consumer• What’s best for your reputation
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e-Lead Process
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e-Lead Process
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Incubate the leads that are not ready• Drip Campaign• CRM Activity Plan• Communicate as the lead requests• Cultivate relationship• Provide resources and information
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e-Lead Process
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e-Lead Process
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Track• Who has the lead?• Did they respond, and how long did it take?• What is the status – weekly report?• Quartile – Immediate, Incubate, Dead, Test• Where are my best leads coming from?• What is paying off?
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e-Lead Process
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e-Lead Process
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Assign the leads• When they raise their hands• Are qualified• Show urgency
– Come List Me– Evaluation– Relo
• Lead-assignment criteria
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e-Lead Process
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e-Lead Process
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Sold/Abandon• Only know if you track the status• Did you sale them or did they buy?• Did agent abandon them?• Where they not qualified?• What is the result?
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e-Lead Process
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e-Lead Process
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Follow-Up• Debrief• Study the data and look for the story• Discover trends• Improve the process• Increase your ROI• Know the numbers
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Evolution of Lead Generation
• The Opportunity Desk• Footprints in the Store• The Concierge• Online Information Repository• Social Media• Intuitive Search & Sell• Virtual Realty Reality
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Remember the notes!Log-on to www.jonathannicholas.com
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Resources TAR Password CRB
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Questions & Answers
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Managing & ConvertingYour e-Lead Business:Cash Cow or Mad Cow?
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Jonathan D. Nicholas, ABR, CRB, CRS, GRI2008 President, CRB Council
Thank You for Attending!