Mega Camp 2013 presentation from the Market Leader and Trulia TruLeader theater. Jerimiah Taylor, San Diego Team Leader and Lead Agent in Tucson, AZ, presents secrets for finding more sellers for your business.
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Meet Our Featured Expert!
Jerimiah Taylor
Team Leader, San Diego, CA
Lead Agent, Tucson, AZ
âRising Star of 2012â Arizona State Association of REALTORS
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⢠Where to find listing leads
⢠How to attract more Sellers
⢠Capture & Convert
What Will You Learn Today?
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⢠Seller listings = marketing opportunities
⢠More control of your time
⢠Maximize your $$ earned per/hour
⢠More volume
⢠You are on the front-end of pricing = Intimate knowledge of the market
⢠Generate more business
â Plus: US home inventory is tight; sellers are a premium!!!
âThe Millionaire Real Estate Agentâ by Gary Keller
Why Seller Leads are Awesome!
ââŚOn average, one well-marketed listing
will generate one serious buyer who buysâŚ
Itâs the real estate industryâs version of the
âtwofer.ââ
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⢠Typical sellers âthinkâ for 6-12 months*
⢠65% of sellers use the first agent they contact to assist with their home sale. **
⢠The majority of sellers interview only 1 agent (and spend less than 1 day
interviewing!)**
⢠Engaging with a consumer early and having the tools to stay in touch is a huge
competitive advantage!
⢠Short-term thinking causes âPeaks and Valleyâsâ in your income stream
Timeline
* Hebert Research 2012
** NAR Home Buyers and Sellerâs report 2012
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⢠Be Proactive, Not Reactive
⢠Sellersâ Market:
â Spend more marketing $$ to get listings that are in high demand
⢠Buyersâ Market:
â You can spend less marketing $$ to get more listings.
⢠In a shift from buyersâ to sellersâ market
â Pump up your marketing $$ quickly!
â Shimft Tac
General Principles
âYour message must match
your marketâ -
Gary Keller
Shift Tactic #4: Find the MotivatedâLead
Generation
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⢠Have listings to advertise?
â Memorable signs
â Nice property
â Areas near house
â Neighborhood farming
Offline Strategies
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⢠Without listings
â Cold calling:
⢠FSBOâs
⢠Expireds
â Work your Sphere
⢠Past Clients
⢠Core Advocates
â Geographic Farming
⢠Direct Mail to targeted
mailing lists
⢠Door knocking
⢠Business to business
Offline Strategies
âI have a buyer that needs to buy
a house in your neighborhoodâ
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⢠Why?
â Specific = Smaller audience but more return on your traffic
⢠Examples
â 1031 Exchanges
⢠âUsing 1031 exchange to trade into tenant in common propertyâ
⢠âCan there be more than one property in a 1031 exchangeâ
â Investment Properties
⢠âInvestment properties for sale with tenants in themâ
â Short Sales
⢠âUpside down on the second mortgage but not the firstâ
â Divorce
⢠âConfidential divorce specialist to help me sell my homeâ
#4 Think âNicheâ
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⢠Overview:
â Started in September 2012
â Received 189 Leads to date
â Invested $1,122 to date
⢠After 100 days
â Converted 8 into sales
â Gross commissions earned:
$40,000
â Net Commissions Earned:
$38,878
Have you seen success with HouseValues?
For every $1 Iâve spent
with HouseValues, Iâve
received $35 back!
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⢠Create a marketing piece with an online call to action for lead capture
⢠Use your Custom Page with Pro!
#6 Bonus: Combine Offline with Online Lead Capture!
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⢠Be Committed!
⢠Be Consistent!
⢠Capture!
â Use your eEdge or Pro site
⢠Market Insider
⢠Sell Tab
⢠Custom Page
⢠HouseValues.com
⢠RealEstate.com
⢠eAgenC site
Make More Sellers Come to You!
âGo get your unfair share!â
Gary Keller, SHIFT
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1. Follow-up every 48 hours
2. Focus your questions on their motivation
3. Add them to a customized drip campaign
4. Make additional âtouchesâ personal contacts.
Create Mindshare
âPeople do business with you,
not with your marketingâ
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⢠Use Market Insider data or reports in your emails to elicit a response
⢠Take a photo of a seller prospectâs home and make a flyer to market to
them
⢠Property Blasts
Other Creative Strategies?
âGreat news if you have a growing family⌠Did you
know that schools in 98034 are rated twice as high as
98033, and the homes are cheaper in 98034! Get
more space and better education for your kids! See
for yourself here.â
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RECEIVE A FREE COPY OF THIS PRESENTATION:
WWW.MARKETLEADER.COM/KW/KWMC
Visit the Market Leader booth
to unlock an iPad mini and enter for your chance to
win free leads for life!
Hinweis der Redaktion
KO â can find out who uses eEdge onlyPro tooExplain some of what discussing today is only Pro relatedâŚ
Introduce Agendaâwhat will learn in this session.Attract:Keys to attracting and generating sellers, looking at tried and true sources, both traditional, new, and bridging the 2 together.Capture:Capture a seller with your eEdge, Pro or Suite siteConvert:Best follow-up strategies for sellers todayJTâs âkeys to convertâHow to separate yourself in their mindsAdditional notesSellers are goldListings, leads and leverage â w/in KW â their financial modelGet listings to get more buyers, etc. Core to their financial modelStruggle: how to find sellers and attractWeâll cover key things you need to run your biz
Why target sellers?Sellers, whatâs the big deal-- Why are sellers so important to our business? Gary says itâs leads listings then leverage so without seller leads how are you supposed to get listings?What financial, marketing and other opportunities do they bring our business?Gary says that sellers should bring a 1 buyer for each properly marketed listing, so if you have seller leads you have buyer leads in turn.Sample Q to JT: what would you choose and why?
1 properly marketed listing = 1 closed buyer (in MREA) add quoteSeller listings = Marketing opportunitiesYard Sign, Direct Mail and Email, MLS, Websites and Newspapers/MagazinesMore control of your timeLess âdo it right nowâ urgency with sellers.Maximize your per/hour compensationLess time to obtain and market a listing Vs. showing dozens and dozens of homes.Volume!Working 15-25 seller listings/month is doable for 1 agent.Working 7-8 buyers/month is difficult.Frontend of Pricing = intimate knowledge of the marketProperly marketed seller listings = more business!On average, 1 well-marketed listing generates 1 serious buyer.âThe real estateâs version of a âTwo-ferââLet JT talk through thisWhat types of marketing oppties do you have? How does Gary get this conclusion?
Look at high level strategy and tipsLook at how to generate leadsThen how to work them
page 58How to attract more sellersSellerâs market â sellers are in controlFew homes on the market, many buyersSellers get paid well for their homesFewer sellers â agents must pay more money to win over home owners, stand out over other agents, be more frequent and consistentBuyers marketShift â must work it more, start pumping up more moneyWhat type of market are you in? What can you expect from a sellerâs market? A buyersâ market?Message â get your Tucson â distressed market; can ask him about that
If you have listings to advertise, here are some strategiesâŚMemorable signAgent who had big spread eagle picture of himselfâOh, youâre that guyâStand out when it comes to your marketing â like purple cowJT â had big drop in calls when switched signs
If you donât have listings, here are some strategiesâŚtried and trueReach out to fsboâsâFsboâs on CL-- email an email with ss of âx leadsâ in suite accountâŚ. âI have a buyer that needs to buy a house in your neighborhoodâImage = sample of a CL adTakes screen shot of list of buyers in his sytemI have x number of buyers looking in your areaIf I can help you find buyer, would you be interested in my listing it for you? FSBOs â Q: this is a great ad. What are the different places youâd use this? Whatâd you say to FSBOs or sellers when youâre doing your marketing?
Many of us are familiar w/off line strategiesBut we arenât doing them because theyâre painfulDo generate results if consistent at doing themOnline strategies â new, not many of us have mastered themHow many of you in audience have mastered finding seller leads online? Lack of geo-targeted calls to actionâ!Buyers type in: Seattle homes, or San Diego Waterfront condosââthough still competitive, these are much easier for agents to rank for⌠and get leads in the areas they serve.Sellerâs type in âwhatâs my home worthâ, or âvalue of my houseââthey rarely type in âwhatâs my home worth in Seattleâ, thus youâre always competing with huge names on Google and if you do succeed in getting your site upâyouâre rarely getting leads in an area you serveâso the investment isnât worth the time.Youâre generating leads from all over the countryHard to compete with the large guys do this
So how do you do this?
Q: Buys and sells, what does that mean to you? When I generate my buyer leads, they often become seller leads tooI ask them Qs, learn more, discover they want to sell tooKO â can ask re: Qs he asks to learn theyâre seller leadsWay to generate seller leads
Works his past client databasePuts them on MI emailsSuper easy, report that goes out automaticallyLearn more? Go to our boothQ: why does he love this so much?
Which part of CL do you post this? Do you link this? If so, to what page?
Another sample CL ad â home heâs sellingCL posting tool â pro tool available to Pro and Suite usersJT adds cool code: Includes a link: âhave a home to sell?â
Landing page for âhome to sell?â
Niche marketingHow to sell your home with tenants in the propertyMore specificâ less visitors but more return on traffic1031 exchangesInvestmentsShort salesâ upside down on second mortgage but not firstPost on âcustom pageâ, people that are getting divorced. âpeople go to google and type in confidential divorce specialistâThis strategy is focused on âwhatâ to do, not âwhereâ to beQ: why focus on a niche? Will get few hits, but hits youâll get are high qualityâWhere do you put these ads?
Niche marketingHow to sell your home with tenants in the propertyMore specificâ less visitors but more return on traffic1031 exchangesInvestmentsShort salesâ upside down on second mortgage but not firstPost on âcustom pageâ, people that are getting divorced. âpeople go to google and type in confidential divorce specialistâHe blogs then drives people to specific pages on his website
This is an example of one of his blog posts featuring his listing
This is the landing page from his blog postEverything he does points to his ML Pro site
Youâve been known to call Online CMA requests the âgolden gooseâ⌠what do you mean by this?Can play devils advocate here =- why would you pay for someone to generate lads for you? Why pay for a CMA request if you can generate your own seller leads?
Tell me about the different subscriptions you haveHV is a lead service you use? How long have you been using it? KO or JT demo how lead capture form worksPublic site, well known, launched in âŚ.2002?Lead generated, shows up in your CRMAvailable to eEdge, Pro, SuiteLetâs dive into the exclusive lead network of HouseValues and JustListed.com ⌠so you understand how leads are received and the information those leads are requesting from you.Perhaps do devilâs advocate here
Krisâ lots of animations on this one so get familiar with the clicks.Order:Click 1: Ask JT: give us a brief overview of how long youâve been with HouseValues and what youâve put into it. How many leads did you get?Click 2: So fast forward 100 daysâ where are you at now?Click 3: Wowâ thatâs a 35:1 ratio. So for every dollar youâve spentâŚClick 4: youâve received $35 dollars back⌠not a bad ROI, huh?
We also do sell seller leads through RE.com75% so far of the leads are seller leadsIf youâre looking for a solution and HV is sold out, RE.com may be availableKO â inform; donât be salesyAnother strategy, if youâre interested in the paid route
Some things you get wit
Two strategies â Do paper card w/branding for yourselfDirects people to your own Pro siteOr can do marketing to a larger siteIf youâre doing exclusive leadsCan cast a wide net, see which type of site captures more busienss for youCustom tab â proDrives people to his other site w/a calculatorKO â donât ask him re: his strategies hereThese are our ideas ďJust intro these as additional strategies agents can leverage
Recapping re: generating leadsBefore moving to converting leadsPick 2-3 strategies to do first! (NOTEâ any given agent can have lots of success with any singe strategy when executed properly and consistently, but top agents rarely just do 1 method. So itâs not a matter of which ones you will do⌠but which ones you will do first!) Analyze your results. Be honest⌠try different follow-up methods for different types of lead generation efforts.
How fast is fast? What about after hours?
% of your leads that come in w/#s?Do you try to get more numbers? What do you say?
This is a daunting task for most agents I talk to. Why do you do this? Why? When? How? Script?Do you really think itâs necessary? Has it had any impact on your business?
Whatâs mind share? How do you create it?
Strategy Gary Keller gave in book, ShiftIn a shift from buyers to sellerâs market, trying to pump up your seller marketingTo also increase your 8x8 to a 12 x 12 Increase # of touches over # of monthsJT said â make the additional touches personal contacts
Creative ways to get people engagedSample MI email
Note for Kris:This is tool you talked about last yearâŚGive us a brief summary of the toolI know itâs in Pro and SuiteCan you explain how you use this? Esp since this is normally for buyersâŚPurpose:Jerimiah uses this with sellers and FSBOâs as a talking point, saying âif you list with meâ I just need a couple days to put it on the MLS and blast it out to my database of active buyers to see if anyone is interested. For sellerâs this is a talking pointâ but the visual shows how he executes this idea.Last year, used his $50k GCI stat
Report â shows results youâre generatingCool to talk w/sellers re: how youâre doing sales for them
JT uses the 8x8, 33 Touch and Distressed Seller campaigns.eEdge campaigns are fantasticGive KWRI kudos â some of the best seller campaigns Iâve seen as a trainerEncourage everyone to use themIf have Pro, campaigns enable you to get more targeted to niche marketsAdditional seller focused campaigns