How You Can Engage Today’s Young, Savvy and Qualified Consumer

Building, growing and managing a successful real estate business

• Generating leads

• Engaging leads

• Winning business

• Having fun

Challenges of Today’s Agents

Generate leads

Engage leads

Convert leads

Continue relationship

3 Secrets to Growing Your Business

What information are consumers gathering? – Pictures and details about homes on the market – Specific school information– Neighborhood info and demographics– Specific market conditions– Short sale/foreclosure benefits and traps– How to successfully purchase a home– What is my current home worth?

Today’s choices …..what are the real differences?– Google, Bing, Yahoo– HouseValues.com and Justlisted.com– RealEstate.com– Trulia, Zillow, Realtor.com– Company branded websites– Craigslist

Understand today’s consumer

• TRADITIONALS– Over the age of 66– Most are retired– Looking for more efficient living spaces– Could be looking for vacation homes– Still answers to print and email campaigns

Be able to identify each demographic

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• BABY BOOMERS– Between the ages 47 and 65– Very diverse set of needs– Some are looking towards retirement– Some have been hit hard by the recession and are looking to downsize– Quite a few “empty nesters” who are in a home that too large now

Be able to identify each demographic

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• GENERATION X– Between the ages of 35 and 47– Most have purchased their first home but are ready to “trade up”– Still some make up “first time home buyers”– Understands technology and utilizing search engines with key words– They value suburban amenities like good schools, parks and neighborhood

data

Be able to identify each demographic

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• MILLENNIALS– Under the age of 35– Many are interested in buying their first home– They were born into technology and fully understand the internet– Great understanding of search engines, websites and social media– Know how to gather info on their own to enhance their buying experience

Be able to identify each demographic

• HOT Leads– Characteristics:

• Has provided a valid phone number• They’re ready to buy• Don’t know a buyer’s agent in their area• Will work with the first agent to show knowledge/understanding their needs

– What works:• Get to them first! Respond now!• Show your knowledge of the area/real estate• Communicate clearly the information they are looking for

Three type of online leads

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• MODERATE Leads– Characteristics

• Looking for information• Went to the internet to do their own research but need help• Need relevant content in order to make the best decision• Usually wants to remain behind the wall of the internet

– What works:• You have to work these leads• Use the tools available in your Pro System• Share your personality• Provide education using your knowledge• Get them back on your site!

Three type of online leads

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• LOW Leads– Characteristics

• Just looking at properties – probably 10-12 months out• Doesn’t like to have 1:1 conversations, difficult to engage• Might already have an agent• Just browsing

– What works:• #1 goal….drive them back to your website within 6 days• Use the tools available in your Pro System• Only reach out with relevant content and a value proposition• NEVER just touch base, or random follow up• Trust your system and tools

Three type of online leads

Must-have’s for your website

• Consumer focused, not agent focused

• True IDX feed

• Updated, accurate community information

• Value proposition Lead capture tool

• Mobile technology capable

• Integration with CRM

Be Found

What is your GCI goal?

Suspects or website visitors

Leads

Prospects or contacts

Listings and buyers

Transactions

Income

• Consumers that are viewing homes on your site

• Know your lead before you reach out to them

• Consumers that are saving homes on your site

• Consumers that return to your site• Consumers that need a

comparative market analysis annually

• Contact management system that identifies your HOT buyers from your browsers

Know exactly when the right time is to engage

1. Recommended listings within your business• Most relevant content to online consumer• 9 out of 10 consumers start their search online to view homes• Drives the consumer BACK to your site• Eliminates other search engines

2. Integrated market data• Up to date neighborhood data• Value proposition to your business• Demonstrate expertise

3. Automatic listing alerts• Consistent technology that drives your consumers back to your store• Opens windows of relevant content• Provides a reason for your prospects to contact you directly

4. Integrated marketing center• Integrated print and email campaigns to drive consumers back to your site• Relevant content based on different consumer demographics

4 strategies to guarantee better lead engagement

• Email: JackM@MarketLeader.com• Twitter: @Markham18

• Facebook: http://www.facebook.com/markham18• LinkedIn: http://www.linkedin.com/in/jackmarkham

Jack MarkhamDirector of Online Strategy, Market Leader