Mega Camp 2013 presentation from the Market Leader and Trulia TruLeader theater. Did you know that Keller Williams associates who add 40 leads to their system every month close 5X the transactions of those who do not? Make sure you're getting your 40+ leads every month with tried and true techniques from Market Leader's Director of Online Strategies, Jack Markham.

2. Got 40? How to get your 40+ leads each month
Jack Markham

3. Building, growing and managing a successful real estate business
Generating leads
Engaging leads
Winning business
Having fun
Challenges for Today’s Agents
Generate
leads
Engage
leads
Convert
leads
Continue
relationship

4. Three Secrets to Growing Your Business

5. What does success look like?
Suspects or website visitors
Leads
Prospects or contacts
Active Consumers
Motivated Consumers
Transactions/Income

6. 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
• HouseValues.com and Justlisted.com
• RealEstate.com
• Trulia, Zillow, Realtor.com
• Company branded websites
• Craigslist
Understand today’s online consumer

7. • 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
• 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
• 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
• 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

8. • 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
What are the 3 Types of Internet Leads?
• 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!
• 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

9. Be Found

10. 10
Online consumer timeline
Relevant
Content Value
Proposition

11.  Reason #1: There’s not enough leads in
your pipeline
 Reason #2: Your leads are going
somewhere else to buy a home
Let’s see how to fix both these problems…
The 2 Reasons Agents Fall Short of their goals

12. • 5 – 6 Transactions
– Must have 50 - 80 new leads each
month
• Multiple lead sources
– Must execute the correct approach
• 7 – 8 Transactions
– Must have greater than 80 new leads
each month
• Multiple lead sources
– Must execute the correct approach
How many transactions do YOU want to average per month on a consistent basis?
• 0 – 1 Transactions
– Must have 10 new leads each month
– Must execute the correct approach
• 1 – 2 Transactions
– Must have 20 new leads each month
– Must execute the correct approach
• 2 – 3 Transactions
– Must have 30 new leads each month
– Must execute the correct approach
• 3 – 4 Transactions
– Must have 40 new leads each month
– Must execute the correct approach

13. Targeted, Centralized Lead Generation Strategies
• eEdge Solution
– Paid lead generation
– Craigslist
– Social media sites
– Print

14. • 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
Leads Direct

15. Prospect Experience
homes for sale in anchorage ak

16. Attract Motivated Buyers

17. • Consumer focused website
• IDX Feed from Your MLS
• An Attention Grabbing Headline
• Short and concise message
• Always link back to your website in front of relevant content!
• Instant gratification
• Value proposition lead capture
• Attack FBSO section
• Post your listings during peak hours
• Wait 48 hours before reposting or removing
• Service oriented, not the sales approach
Keys to capturing leads on Craigslist

18. AD HEADLINE
AD HEADLINE
AD BODY
Craigslist: What is an Ad Headline and Body?

19. • Short and concise message
• No disqualifying content
• Include a call to action
• Always link back to your website in front of relevant content!
• Instant gratification
• Service oriented, not the sales approach
‘Call to Action’ Ad on Craigslist

20. • Attack this section!
• Provide value proposition
• Targeted messaging
• Relevant content
Farm ‘FSBO’ Section of Craigslist
20

21. • Day 5
– Renew all Day 1 ads
– Renew all Day 3 ads
– Post 5 new ads onto Craigslist
• 5 buyer-focused ads
• Day 6
– Renew all Day 2 ads
– Renew all Day 4 ads
– Post 5 new ads onto Craigslist
• 3 seller-focused ads
• 2 neighborhood data-focused ads
• Day 7
– Renew all Day 1 ads
– Renew all Day 3 ads
– Renew all Day 5 ads
Your weekly Craigslist plan
21
• Day 1
– Post 20 ads onto Craigslist
• 12 buyer-focused ads
• 5 seller-focused ads
• 3 neighborhood data-focused ads
• Day 2
– Post 20 ads onto Craigslist
• 15 buyer-focused ads
• 5 seller-focused ads
• Day 3
– Renew all Day 1 ads
– Post 10 new ads onto Craigslist
• 7 buyer-focused ads
• 3 seller-focused ads
• Day 4
– Renew all Day 2 ads
– Post 10 new ads onto Craigslist
• 7 buyer-focused ads
• 3 seller-focused ads

22. • Networking opportunities
• Don’t just post listing or homes
• Provide relevant neighborhood content
• Utilize a value proposition call to action
Social Media

23. Neighborhood Expert

24. Now what do I do? I have a lead!

25. What is the right approach?

26. Consumer
Site System
1 - Get them back to your website
2 – Determine timeline and demographic
within 4 touches (utilize the insight to know
what they are shopping for!
3 – Eliminate other search engines
Your #1 Goal with EVERY NEW LEAD

27. • Recommended listings
– 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
• Market Insider/neighborhood data
– Up to date neighborhood data
– Value proposition to your business
– Demonstrate expertise
• Daily 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
• 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 lead engagement

28. Your Game Plan:
• Day One: Recommended Listings
• Day Three: Market Insider
• Day Five: Listing Alerts
• Day Seven: Add to your “Ten Days of Pain” Campaign
– Also add to Market Insider Newsletter
7 Days to Better Lead Engagement
Top tip: Set reminders to
check the status of your lead
for 2 days after each step!

29. Building your business
Suspects or website visitors
Leads
Prospects or contacts
Active Consumers
Motivated Consumers
Transactions/Income

30. Exclusive program developed by Market Leader that teaches agents to generate
and engage enough leads to consistently meet or exceed their transaction goal
 Small business management training from industry experts including top agents and CEO’s
 Tips to generate MORE LEADS from referrals, SEO, social media, Craigslist and targeted print
marketing
 A step by step plan of attack in your first 7 days for every new lead
 Access to Million Dollar Monday workshops, 17-course workbook and exclusive online portal for
class materials
http://www.marketleader.com/mdpp/welcome/
Million Dollar Pipeline Program!

31. MDPP three pillars of success

32. • Creating Craigslist Ads that work – Craigslist Part 1
• Step by Step for Posting Buyer and Seller Ads – Craigslist Part 2
• Finding Sellers & Winning Listings
• Extend Your Reach with Targeted Mailing Lists – Find the right prospects
• Leveraging Social Media – Referral Part 1
• Traditional Referral Techniques That Fit with Today’s Consumer - Referral Part 2
Lead Generation Strategies

33. • 4 Essential Steps for Winning Clients
• What Makes a Successful Email – Winning with Email Templates
– Topics and subjects for emails
– Strategy based on the consumer timeline
• Influencing Consumers Timeline – Getting Your Clients Off the Fence
• Ask The Coach
Lead Engagement Strategies

34. • Business Planning
• Goal Setting and Productivity
• Today’s Real Estate Economy – Guest Speaker
• What Are Your Numbers – Understanding Website Analytics
• What to Expect From Real Estate in 2014 – Guest Speaker
• MDPP Agent Roundtable – Featuring agents and their success
New CEO Series Strategies

35. Million Dollar Pipeline Program!
17 NEW classes and an actual MDPP workbook to follow along with!
 September 9th through December 16th
• Building the Foundation for your Million Dollar Pipeline
• Business Plan - CEO
• Goal setting & Productivity - CEO
• Jedd Kolko – economist for Trulia - CEO
• Finding Sellers & Winning Listings
• 4 Essential Steps for Winning Clients
• Craigslist Part 1: Creating Craigslist Ads that work
• Craigslist Part 2: Step by Step for Posting Buyer and Seller Ads
• What makes a successful email? Success Metrics for Email Marketing, Winning with Email Templates
– Topics and subjects for emails
– Strategy based on consumer timeline
• Ask the Coach
• Extend your reach with (find the right prospects) Targeted Mailing Lists **include chart
• Referral Part 1: Leveraging Social Media (Guest speaker)
• Referral Part 2: Traditional referral techniques that fit with today’s consumer
• Influencing Consumers Timeline – getting your clients off the fence
• What are your numbers? (understanding the analytics for your business)
• Industry speaker – What to expect in 2014
• Roundtable panel: The Don’t Miss Finale

36. • Email: JackM@MarketLeader.com
• Twitter: @Markham18
• Facebook: http://www.facebook.com/markham18
• LinkedIn: http://www.linkedin.com/in/jackmarkham
• Download this presentation: www.marketleader.com/kw/kwmc
Jack Markham
Director of Online Strategy, Market Leader