Presented at Keller Williams Family Reunion 2014

1. Top 7 Tips to Build Your Pipeline
Jack Markham
Director of Online Strategies
Market Leader, Inc.
Twitter: @Markham18
Neither Keller Williams Realty, Inc. nor its affiliated companies warrant any product or services delivered under this program.
All products and services are provided by Market Leader, Inc.
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2. Agenda
We will cover 7 effective tips for building your pipeline:
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Taking advantage of the top search engines
Providing consumers relevant content from your ‘store’
Experimenting with Craigslist
Farming the FSBO section of Craigslist
Diversifying your lead sources to attract different demographics
Posting more than just listings on Social Media
Using postcards to farm your area
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3. Challenges for today’s agents
Building, growing and managing a successful real estate business
Generate
leads
Generating leads
Engaging leads
Continue
relationship
Engage
leads
Winning business
Having fun
Convert
leads

4. Three secrets to growing your business

5. Establishing a solid business funnel
Suspects or website visitors
Leads
Prospects or contacts
Listings and buyers
Transactions
Income

6. Do your goals align with the rest of your business?
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7. Understand today’s consumer
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9 out of 10 consumers start their search online
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
70% of consumers choose their agent based on the first person that can
provide them relevant content
Over 60% of those consumers make that choice in less than 1 day
Many more choices for consumers to gather content
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Search engines
Craigslist
3rd party websites
Company branded websites
Agent websites

8. Diversify your lead sources

9. Targeted, centralized lead generation channels
• Paid lead generation
• Craigslist
• SEO/blogging
• Social media sites
• Print marketing

10. Paid advertising
Let someone else do the work

11. Dominate search engines
homes for sale in anchorage ak

12. Drive to your site

13. Know the Craigslist changes & keep it interesting
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Use your consumer focused website
IDX Feed from Your MLS is the value proposition
Must have an Attention Grabbing Headline
Short and concise message
Always link back to your website in front of relevant content!
Instant gratification
Trust in the eEdge value proposition lead capture tool
Farm the FBSO section
Post your listings during peak hours
Wait 48 hours before reposting or removing
Service oriented, not the sales approach

14. SEO/blogging for lead generation
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15. Optimize your communities served

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

17. Farm with postcards
• Professionally designed postcards
• Find your ideal client with targeted lists
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18. Must move leads through the funnel
Suspects or website visitors
Leads
Prospects or contacts
Listings and buyers
Transactions
Income

19. Your #1 goal with EVERY NEW LEAD
Consumer
STOP THEIR SEARCH!
1 - Get them back to your website
2 – Eliminate other search engines
3 – Determine timeline and demographic
Site
System

20. Demonstrate your experience
Provide relevant content
• Neighborhood information
• Market analysis
• Foreclosure/short sale info
• Recommended listings
• Offer a free comparative market analysis
• Offer a relocation package
• Offer tips for 1st time homebuyers

21. 10 behavior triggers
• Viewed home
• Saved home
• Set up listing alert
– new or refined alert
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Request more info on listing
Zip code/neighborhood change
Short sale/foreclosure home
Condo’s/Townhomes –HOA
Viewed Market Insider report
Preapproval request
Phone number

22. 4 strategies to guarantee lead engagement
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Recommended listings
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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
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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
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Integrated Marketing Center
– Integrated print and email campaigns to drive consumers back to your site
– Relevant content based on different consumer demographics

23. 7 Day Plan of Attack for each NEW lead
Your Game Plan:
• Day One: Recommended Listings
Top tip: Set reminders to
check the status of your lead
for 2 days after each step!
• Day Three: Market Insider link
• Day Five: Listing Alerts
– Add listing alert or refine listing alert based on behavior
• Day Seven: Add to your “Ten Days of Pain” Campaign
– Also add to your Market Insider Newsletter

24. Top 7 Tips for Lead Gen
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Take advantage of the top search engines
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Provide consumers relevant content from your ‘store’
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Should focus on at least 3-4 lead sources to maximize your exposure
Post more than just listings on Social Media
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Find the low hanging fruit here for listings
Diversify your lead sources to attract different demographics
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A ton of changes but still a destination for consumers
Farm the FSBO section of Craigslist
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Must stop the consumer search online
Be prepared to experiment with Craigslist
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Google isn’t the only search engine consumers are using
Be seen and known as the Neighborhood Expert
Use postcards to farm your area
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Target your niche
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25. The Market Leader Booth