top tips to build your pipeline reomac 2015 presentation
TRANSCRIPT
• You’ll learn:• Vital information about today’s consumer
• Generate and capture leads from multiple sources
• Most effective source’s to generate leads
• Building a successful sales funnel for your business
• What you need to think about…• How many transactions do you want to average per
month?
• How many new leads do you need each month to obtain that goal?
Generate leads
Engage leads
Convert leads
Continue relationship
Website Visitors
Leads
Contacts
Active Consumers
Motivated Consumers
Transactions
• Picture and details of homes = #1 driver for consumers
• Emphasis on neighborhood and school data
• Market conditions are important for buyers and sellers
• Sellers search for home values
• Short sale/foreclosure benefits and traps have become very popular
• Many more choices for consumers to gather content• Search engines
• 3rd-party websites
• Agent websites
• Company-branded websites
• Craigslist
What information are consumers gathering online? • 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• Agent websites• Auction sites• Trulia, Zillow, Realtor.com• Company branded websites• Craigslist
Who? Millennial
Age Under the age of 35
Motivation Most are first time home buyers
Pain Points Tech savvy; understand technology and search engines
Your Action Increase web presence and diversify lead sources
Who? Generation X
Age Between 35 - 47
Motivation Most have purchased their first home; looking to trade up
Pain Points Bought 1st home during thriving market; equity could be a concern
Your Action Establish value with neighborhood data and amenities
Who? Baby Boomers
Age Between 47 - 65
Motivation Downsizing or upsizing to include their parents
Pain Points Hit hard by the recession
Your Action Make sure content they are looking for is always accessible
Who? Traditionals
Age Over the age of 66
Motivation Typically looking to downsize
Pain Points Don’t use online methods as frequently
Your Action Leverage traditional marketing methods versus technology
VS.
All about location!
• Be committed and consistent• Commit 2-3 hours a day toward lead generation
• Time vs. Money• Which is more valuable?
• Patient and open minded• No bad leads
• Determine where they are in the timeline
The quality of an online lead is determined by the quality of the response…
Classifieds
YouTube
LinkedIn Offline Marketing
TwitterActiveRain
Referrals
SEO
Yahoo
Blogs
Bing
Listing Syndication
Craigslist
Consumers will find me
Consumers will type in my name
Consumers want to know about me
Consumers will call me off my website
Consumers need me for information
My website can’t be effective in marketing
Not consumer focused
Lack of traffic to website
Lack of out of town buyers finding me
No lead capture tool or forced registration
Ads are located on my website –too busy
Links or browser windows –driving consumers away
Importing leads into a separate contact management system
Consumer focused, not agent focused
True IDX feed
Updated, accurate community information
Value proposition lead-capture tool
SEO communities served
Mobile technology capable
Integration with CRM
Website must-have’s
• Diversified Sources
• Understanding the variety of online consumers today
• How consumers utilize agents and technology
• The power of utilizing the Top 5 search engines every month
• Consumers that opt in rather then being imported
homes for sale in anchorage ak
Consumer experience
homes for sale in anchorage ak
Attract motivated consumers
• Rule number one: don’t post listings!
Consumer
SystemWebsite
Your Website Listing Alerts
Viewed home
Saved home
Set-up or refined listing alert
Request more info on listing
Zip code/neighborhood change
Short sale/foreclosure home
Condo’s/Townhomes –HOA
Viewed Market Insider report
Pre-approval request
Phone number
0
2
4
6
8
10
<10 leads / month >40 leads / month
Units sold per year
1. Consistently add new leads
2. Follow up quickly
3. Engage with multi-touch alert/campaigns
5X
0
5
10
15
Login <4X/month Login >20X/month
9X
3X
0
5
10
15
<10% of contacts oncampaigns
>50% of contacts oncampaigns
At 211 degrees, water is hot.
At 212 degrees, it boils.
And with boiling water, comes steam.
And steam can power a locomotive.
One extra degree…makes all the difference. And, the one extra degree of effort in business and in life…separates the good from the great!
E-mail: [email protected]
Twitter: @Markham18
Facebook: http://www.facebook.com/markham18
LinkedIn: http://www.linkedin.com/in/jackmarkham