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Convert leads with the Ten Days of Pain - KWFR 2013
- 1. Convert Leads with the Ten Days of Pain
- 2. Meet the Market Leader Team! Kris Olsen Chad Hyams Ben Kinney Senior Market Leader Trainer IMSD Voice of Reason IMSD Founder, OP, Mega Agent
- 3. Our Focus is to help You Sell More Homes • Leads, Tools and Training • ML Customers earn 2X the annual income of a typical NAR member • Market Leader and IMSD teamed up to leverage powerful training with great tools to convert more leads into transactions!
- 4. Agenda • How to convert an internet lead into a contact – The mindset of a consumer – Lead conversion tactics – Introduction to the 10 Days of Pain • Use the 10 Days of Pain in your Market Leader Pro and Suite system – New campaigns – How to get started – Options you can use
- 6. What is a Lead? What is a lead?
- 7. Expected Results First 6 months Second 6 months Period Second Year 100 New Leads 100 New Leads 100 New Leads 2 Closings New Leads 2 Closings New Leads 2 Closings New Leads 0 Old Lead Closings 1-2 Closings Old Leads 1-2 Closings Old Leads
- 8. Speed Matters! The are 5 of contacting You odds times more a leadto contact a lead likely if you call within 5 minutes are 100 by responding in 5 times greater than if minutes versus 10 you wait for 30 minutes minutes after you receive the lead.
- 9. Lead Validation Process Visual Search Tools IDX
- 10. Lead Validation Goals 1. Verify Contact Information 2. Gather Additional Contact Info 3. Find Personal Talking Points 4. Real Estate Needs
- 11. Bad Leads
- 13. Research Results
- 14. Research Results
- 15. Research Results
- 16. B.I.N.S. Buyer Instant Notification System
- 18. Make Contact Goals 1. Identify motivation levels of prospects (A B or C lead) 2. Gather additional information like phone number, address, or specific needs. 3. Convert leads into appointments or referral sources
- 19. Motivation Level of a Lead A = <30 Days B = 30-90 Days C = >90Days
- 22. TEN DAYS OF PAIN LEAD CONVERSION PROGRAM
- 23. Email • Be short and concise • ALWAYS have a link to properties • ALWAYS ask for the appointment • Set up a professional email signature
- 24. Phone • ALWAYS leave voicemails • Stand and smile when speaking • Match your voice to your audience
- 25. Day 1 Make Introduction Phone Call Send Introduction Email Direct Mail Note Card & 2 Business Cards
- 26. Phone Script Hello (name) This will only take a second – my name is (Agent Name) with (Brokerage Name) I just wanted to thank you for visiting my real estate website and wanted to see if you had any questions about buying real estate in (insert local area or IDX determined areas)?
- 27. Best Buy Script Are you by chance interested in a really good deal? (Lead responds with “Yes” 90% of the time) The reason I am asking is because I specialize in selling bank owned, foreclosures, and short sale properties. In fact I have a list of the five best priced homes in (insert city) that I would love to show you. When is a good time for us to meet and go over these great deals?
- 28. Introduction Email Hello (name) This will only take a second – my name is (Agent Name) with (Brokerage Name) I just wanted to thank you for visiting my real estate website (www.WEBSITE.com) and wanted to see if you had any questions right off the bat? Signature
- 29. Day 2 Send Bank Owned Email Email List of Properties that match clients criteria Search for lead on Facebook and send a short message
- 30. Search Socially and Send a Message Hi (Name)! I just searched my email address book on Facebook and your profile showed up. You visited my real estate website yesterday and I thought I would put a face to my name. Really looking forward to meeting you soon!
- 31. Day 3 Email open to show this weekend offer Make first follow up call Send first video email
- 32. Email to Show Properties Hi (Name)! Would you like to view some properties this week? What day or times work for you? I am open this weekend and in the evenings this week. Signature
- 33. Video Email Hi (Name)! Just wanted to put a face to the name and let you know that I am a real person and not just some automatic email system. I would love to talk about your potential move and see if I can find you a good deal. I am open this weekend – are you free? Signature
- 34. Day 4 Email free CMA offer or relocation package offer
- 35. CMA Offer or Relocation Package Hi (Name)! I just realized that I am not sure if you are from (insert city) or if you are relocating another area? Two important things: 1. If you live locally and have a home to sell I am more then willing to give you a free estimate of your homes value. 2. If you are relocating to (City Name) I have an amazing relocation kit. Which are you needing at the moment? Signature
- 36. Day 5 Send “How am I doing” email
- 37. “How am I doing?” Email Hi (Name)! I want to be sending you only the most relevant properties. Shall I adjust my search criteria to better match what your looking for? I am open tomorrow night if you would like to view some homes? Signature
- 38. Day 6
- 39. Day 7 Special services email Make second follow up call Send text message
- 40. Special Services Email Hi (Name)! Many of my buyers feel that real estate websites only tell half of the story about that home. If you are not ready to start touring homes – I have a VIP buyer service you might really appreciate. I can send you plat maps, tax information, videos, or additional photographs, and sales history on any property that is for sale or has sold in the past. Can you think of anything you need right now? Signature
- 41. Day 8 Send property specific email Search social media
- 42. Property Specific Email Subject: Ugly Bank Owned Condo I know of a bank owned condo that will be coming available soon - I think it will be under $200,000. Would you like to be the first one to view it? Signature
- 43. Day 9 Email long shot CMA Make third follow up call
- 44. Long Shot CMA Email Hi (Name)! This is a long shot but often people use our website to try and gain an understanding of their own home is worth. Is this the case with you? If so I would love to give you a free online no hassle estimate or an in- depth broker price opinion. Interested? Signature
- 45. Day 10 Contest/Trivia email Social media contact Make final phone call
- 46. Contest Email Hi (Name)! My office manager just gave me 2 free home inspection certificates that I can give out "THIS WEEK" to buyers who would like to view homes on Saturday or Sunday. This is a great $300-400 cost savings Are you available this weekend? Signature
- 47. Trivia Email It’s time for this months trivia contest - remember the first 3 people to answer these questions right get a free appraisal certificate from Bank of XYZ. Where in (your service area) can you buy chocolate covered smoked salmon? All answers can be found by visiting www.yourname.com! Make sure to include your mailing address so the prizes can be delivered. Signature
- 48. IMPLEMENTING THE 10 DAYS OF PAIN
- 49. Just Do It!
- 50. Just Do It! • Increase your sales 67%: Put contacts on a drip campaign! • Be responsive: 94% of buyers said it’s “very important” • Earn more: Market Leader customers earn 2X more than typical NAR members • Win more transactions: Market Leader Pro users report 4X the transactions
- 51. New Campaigns for Pro and Business Suite! • Already in your system! • Includes: – 1 activity campaign with daily “to-do’s” and phone scripts – 1 email campaign that requires no customization – 3 additional email templates to customize and send 1-off Activity Campaign Email Campaign Extra Single Email Templates
- 52. New simple email design!
- 53. Where can I find the new 10 Days of Pain campaigns? • Under Create Marketing Select Campaigns • Click Build a New Campaign • Expand Lead Conversion Select the Activity or Email campaign!
- 54. Where can I find the new 10 Days of Pain single email templates? • Under Create Marketing Select Marketing Materials • Expand Single Email Template Select Lead Conversion (Buyer)!
- 55. The Strategy: You get to decide! Option #1 Option #2 Personalized activity and email: Personalized activity & automated email: Activity campaign Activity campaign Single email templates Email campaign • Personalize emails for each contact • Send one at a time
- 56. How do I start a campaign? 1. 3. 2. Select the Click Save Click Next Step Campaign Campaign
- 57. How do I add a new buyer lead the 10 Days of Pain? 1. 2. 3. Select the More Actions: Add Add Contact to Campaigns Campaigns
- 58. Daily 10 Days of Pain Follow-up Log into your Market Leader Pro account Check your reminders and do your daily activities and scripts
- 59. Daily 10 Days of Pain Follow-up Log into your Market Leader Pro account Check your reminders and do your daily activities and scripts Contact not on the Email campaign? Send single emails
- 60. What do I do when the contact replies? • Remove them from all of the 10 Days of Pain campaigns • Follow-up individually based on their needs and motivation
- 61. What do I do when the campaign is over? • Do day 11 activity! – Place contact on your 33 Touch drip campaign – Change lead status based on their level of engagement – Use your sub-groups to sort them in custom status if you prefer
- 62. Best practices: Getting started • Start both campaigns with no contacts on them • Always use the activity campaign • If you are adding contacts to both campaigns, start them on the same day
- 63. Best practices: Ongoing • The more you follow the entire strategy– the better your results! • Be consistent • Personalize when possible • Systematize your follow-up
- 64. Text “KWFR” to 59559 or visit www.marketleader.com/kw/kwfr Receive this presentation and 10 Days of Pain notes! Register for the free follow-up webinar! Visit booth 931 Unlock an iPad mini and enter for your chance to win free leads for life!
Editor's Notes
- Kris welcomesWho I amThank people for comingAsk Qs
- Kris intro’s– Ben and Chad
- Kris presents:“Help you sell more homes” theme. For the last 13 years, Market Leader has made it their goal to help agents sell more homes with it’s leads, tools and training. At Internet Marketing Specialist Designation, they also have that same vision with their best-of-class training curriculum. Today, we are bringing to you as a team a really exciting combined effort where we are sharing IMSD’s new and improved 10 Days of Pain strategy, developed by Ben Kinney, and offered as an educational cornerstone to IMSD’s curriculum… but to answer the pleas of many IMSD graduates that have asked for tools to help them make this program easier to follow and utilize in their everyday business– Market Leader has worked closely with IMSD to provide the tools you need to make your life easier with 2 newly created campaigns to perfectly complement the IMSD 10 Days of Pain follow-up strategy!We’ve invited Ben and Chad -0 their goal matches our goalOur goals are to help you sell more homesLeads, tools, strategies2x – most of you are ML customersIf you take advantage of the system, use it, leverage it, you’ll earn at least 2x income…We’ve teamed up…
- Chad intro’s first partKris does second part of agenda (unless you 2 work it out differently )Announce – we’ve integrated 2 campaigns into your Pro and Suite systemsMake it much easier for youFirst you need to know the why of using the 10 DOP system
- Intro slide
- What is a lead?
- How do the next 180 days look
- You are 5 times more likely to contact a lead by responding in 5 minutes versus 10 minutes. The odds of contacting a lead if you call within 5 minutes are 100 times greater than if you wait for 30 minutes after you receive the lead. Source:MIT LEAD RESPONSE MANAGEMENT STUDY October 16th, 2007.
- Visually check contact infoSearch name, email, and phonePlug into Xobni.com or similarResearch IDX activity
- Verify Contact InformationGather Additional Contact InfoFind Personal Talking PointsReal Estate Needs
- Bad lead samplesMickey MouseJust LookingCup CakeJoe PlumberJohn DoeBetty Boopnobody@nowhere.comasdf@jkl.comJustlooking@aol.com360-123-4567abcdef@hotmail.com555-121-2222
- Rapportive or XOBNI: Use this tool to research contact information, social network profiles, pictures, and common connections
- BINS set up
- PhoneText MessageEmailVideo emailSocial Media MessageChat ( MSN or Facebook )Direct MailPop By – Door Knock
- Our internet lead conversion process is a high touch aggressive tool used to:Identify motivation levels of prospects (A B or C lead)Gather additional information like phone number, address, or specific needs.Convert leads into appointments or referral sources
- If you identify the motivation level of a lead you can better determine how much time and energy to direct to that contact:A, B, & C LeadsA: Buying in the next 30 daysB: Buying in the next 30-90 daysC: Buying 90 days or longer
- Challenge is that they only give one form of communication how do you get the others?
- Until you meet with your contact – they will remain just a lead. Once you set an appointment for a buyers consultation, showing, or listing presentation then and only then do you have a client.ABC: Always Be Closing
- Email Rules: 1. Be short and concise 2. Always include a link to a list of properties 3. Always ask for appointmentsPhone Rules: 1. Always leave voicemails 2. Stand and smile when you speak into the phone 3. Match your voice to your audience
- Email Rules: 1. Be short and concise 2. Always include a link to a list of properties 3. Always ask for appointmentsPhone Rules: 1. Always leave voicemails 2. Stand and smile when you speak into the phone 3. Match your voice to your audience
- Make Introduction Phone Call 1. If no answer leave voicemail 2. Always ask by first name only 3. Note times & actions on lead sheetsSend Introduction Email Direct Mail Note Card & 2 Business CardsIf you made contact send follow up email (Thanking them for speaking and confirming any promises made)
- (Ask this question because if they say no they are stupid and you should just hang up on them)
- Send Bank Owned Email:Email List of Properties that match clients criteria (if no information is available send properties that are at or below market average)Search for lead on Facebook and send a short message.Tip: Don’t email all of the best deals. Keep a few for additional contacts.
- Email open to show this weekend offer Make first follow up call make sure to leave a message if no one answersSend first video email (Explain you are real agent & offer to take photos for any properties the client is interested in)Use www.eyejot.com or goldmail.com for video email messages.
- Email free CMA offer or relocation package offerAttach Just Listed Properties to CMA/RELOCATION Email
- Send “How am I doing” email Attach a list of recently Priced Reduced Properties
- No contact for one day during the 10 day period - can be any day after day 2DAY OFF
- Special Services EmailMake second follow up call & make sure to leave a message if no one answersTry sending a text message if you think you have a valid cell phone number
- Send Specific Property EmailLook for customer on linkedin and twitter and then send direct message. If unable to locate send another Facebook message.Research IDX activity
- Offer information about a specific listing and pick a good email title. Use IDX tracking to figure out what type of property and price point the consumer is looking to purchase.
- Email Long Shot CMA EmailMake third follow up call & make sure to leave message if no one answers
- Send Contest or Trivia Email or Video EmailAttempt to contact on Facebook, Linkedin, and TwitterResearch IDX ActivityCall final time and leave message if there is no answer
- How many of you feel overwhelmed– or felt overwhelmed when you tried to do the 10 days of pain on your own…. Leads piling up, and you just couldn’t get into a consistent rhythm?
- Well– that’s why we teamed up– to help those of you that felt chained to their computer– to help you do the important job of following up fast, but also in a way that’s easier and all ready in your system.Responsiveness – NAR statOthers are ML statsassociates using Market Leader Professional close 4X more transactions than those who don’t have Pro
- Reminder– these templates and campaigns are only for Pro and Business Suite users… Activity campaign – for those of you who want reminders on key steps to do each dayEmail campaign – worked with Ben and Chad and IMSD To find email templates we could build into a campaign so you wouldn’t have to customize themAlso copied each of those email campaignsNow can find each email from the campaignsPlus three separate emailsHowever you want to implement thisThe options are yours!
- New designLooks like a regular emailDesigned to have customized greeting to your clientShort and sweet message that aligns w/your 10 DOP scriptsIncludes your social media calls to actionYour signatureStreamline
- Now where is it?CREATE MARKETING!!
- With the resources in your Pro accountStrategy Chad and Ben teachDo them 1-1 Won’t use campaignsCustomize each oneOption 2We know many of you feel chained to your deskWon’t use the 10 DIOP Now have the email campaign in addition to the activity campaign
- ReminderSame for all campaigns
- Note– if you want to automate your email follow-up– select BOTH campaigns at once so they are properly timed!This is a big note – so they’re timed togetherCreate the campaigns now so can add people whenever you wantAction item when get back to the officeDoesn’t go out that day; start the next daySo campaigns start w/action items for day 2Day 1 – KO fyiSome of you have systems w/automated reminders etc. Day 1 you’ll learn in webinar or IMSD
- Note– click “edit” to view your reminder
- Note– click “edit” to view your reminder
- Active, Inactive, Hot or Trash
- Start both campaigns with no contacts on them:NOTE to add: This makes them available to choose from in your contact details page menuAlways use the activity campaignNote to add:The email campaign is optional based on how customized you want your follow-up to beIf you use both campaigns, start them on the same day
- Start both campaigns with no contacts on them:NOTE to add: This makes them available to choose from in your contact details page menuAlways use the activity campaignNote to add:The email campaign is optional based on how customized you want your follow-up to beIf you use both campaigns, start them on the same day
- Tell people re: upcoming webinar – 2/27Chad will Repeat strategy – for colleagues who missed today’s presoImplementation is the following week – 3/6Can register for webinar on the link