The document outlines a seller lead conversion plan in two phases. Phase 1 is a 7 day plan to quickly respond to leads and build rapport. Actions include calling immediately, sending a customized home value report within a day, and following up with handwritten notes and neighborhood listings. Phase 2 is a 12 week email campaign to continue engagement through questions, tips and value-added content. The goal is to get leads to respond and eventually schedule appointments or referrals.

1. Seller Lead Conversion Plan
Host: Shannon Shimabukuro
Senior Trainer
Trulia
Part 1 – The Strategy

2. Agenda
• Today’s Internet Seller
• How to win
• The Seller Lead Conversion plan
• Questions

3. The Seller Journey…
3

4. What Do Sellers Want from Agents?
66% of sellers only interview 1 agent
before selecting who they work with
What’s the Most Important Factor in
Selecting an Agent?
35% Reputation
18% Honesty & Trustworthiness
15% Friend or Family
What Do They Want from You?
 Help the seller market to potential buyers
 Help selling the home within a specific timeframe
 Help pricing the home competitively
 Help finding a buyer for the home

5. How can I win?

6. Be Responsive
• If you respond to a lead within 5 minutes,
you’re 100x more likely to contact a lead than if
you respond in an hour.
• Responding to a lead within minutes doubles
your chance of conversion.
• Sellers will use responsiveness as a proxy for
quality.
• Most sellers research & select an agent in only
one day and interview only one agent.

7. Make a Connection
• I am a human
• I understand your
needs/concerns
• I am trustworthy

8. Get them on your website
• Give them tools to self-serve
• Keeps you in the loop
• Provides value

9. Get that phone to ring!

10. Seller lead
conversion Plan

11. Seller Lead Conversion Plan
Agent
Responds and
Stops Their
Search
Agent Starts
lead
conversion
Process
Lead
converted to
appointment,
referral, or drip
Website
Captures
Lead

12. The Plan to Get a Response
In a nutshell…
Phase 1: 7 Day Plan of Attack for Sellers
High-touch, hands-on follow-up immediately after you get a new lead
Phase 2: 12 Week Campaign
Customize the email and phone scripts. They are set and forget thereafter!

13. What tools do I have?

14. The Game
Plan:
Activity checklist
Phone call scripts
Email scripts
Search for “Seller Lead Conversion Plan” on learn.marketleader.com”

15. In Market Leader Pro and Suite
Pre-built Seller Lead Conversion Campaign
Quick Text Email Templates
Seller’s Market Report
Market Insider*
Listing Alerts
Market Insider is not available in all areas*

17. Phase 1
7 Day Plan of Attack

18. 7 Day Plan of Attack for Sellers
 Day 1:
 Respond fast with a property report
 Add to the Seller Lead Conversion
Campaign
 Day 3
 Call, Mail a note, and Send neighborhood
listings
 Day 5:
 Send link to Market Insider report
 Day 7:
 Add to a listing alert
 Subscribe to ongoing market report
newsletter

19. Day 1: Start Your Conversion
Plan Off on a High Note
1. Make an Introduction Call
Always leave a voicemail + set
expectations you are working on their
report and will drop it off on their
doorstep.
“Hello (name) , this is <your name> with XYZ realty—I
just got your home value request from ABC website—
and wanted to let you know I’m putting together a
customized property report for you.
Is there anything you’d like to tell me about your
property as I create this? If not, I’ll email it to you
shortly. I’ll also drop a copy off at your house
sometime later today (edit this for your timeline)—so
you’ll have a printed copy of your report.

20. Day 1: Send a follow-up email
• Save time by creating a Quick Text email (in AdminEmailQuick Text)
Hi, thank you for your home value request on ABC website. I’m
on the road right now and will email your customized home value
report as soon as I am back at my desk. Is there anything you’d
like to tell me about your property as I create this?
I’ll also drop a copy off at your house sometime later today (edit
this for your timeline). Thanks again for your interest in the value
of your CITY home.
You can also use my website to see homes that are currently on
the market. <Insert agent website>
Thanks again!

21. Day 1: Research and Deliver a
• Check Title and MLS
• Send a Home Estimate
• Email a copy
• Print 2 copies
• 1 to hand-deliver
• 1 to mail (on day 3)
Broad Home Estimate

22. Hand Deliver? Really?? Yes. Really.

23. Day 1: Add to the Seller Lead
Conversion Campaign

24. Day 3: Keep working your leads
1. Call and Leave a Message
2. Mail a hand-written note
 Thank them for contacting you
 Ask them what they thought of the
home value estimate or the market
report
3. Email active listings
for the sellers’ neighborhood

25. Day 5: Send a Market Report
Send them a link to Market Insider based on their zip code

26. DAY 7: Listing Alerts and Market
Updates
1. Call and Leave a
Message
2. Add lead to a listing
alert email (weekly)
3. Add lead to Market
Insider newsletter for
their zip code

27. Recap
By now we have shown…
• We respond to requests quickly
• We go “above and beyond” to answer questions
• We’ve added “human touches” with our hand delivery and follow-up
handwritten note
• We have set in place tools to get them back on our website

28. Phase 2
12 Week Email Campaign

29. 12 weeks at a glance…
1. How much is your home worth today?
2. This may be a long shot but are you relocating?
3. Keeping an eye on homes like yours
4. Phone number?
5. I’m really real
6. Is this the time to sell?
Activity: Phone call
7. How much can you get for your house
8. Thinking outside of the box for you
9. Top 6 ways to improve your home’s first impression
(2 days later “oops--here’s the attachment”)
10. Interested in free staging
11. Negotiating on your behalf
12. How to get help selling your home
Activity: Add seller to another campaign

30. Recommended Seller Campaigns
• Long term seller (12 months)
• Short term seller (4 months)
• Distressed Properties (Seller) (9 weeks)
• Website Visitors: Sellers

31. Tips
• In General:
• The goal is to get them to respond! When they do, STOP the
campaign.
• Customize your follow-up whenever possible
• Stick with it!
• Email Tips:
• Respond quickly with information of value
• Focus on them
• Always ask for appointments
• Phone Tips:
• Always leave voicemails
• Stand and smile when you speak into the phone
• Match your voice to your audience

32. Homework
 Review the Seller Lead Conversion Plan
 Customize the scripts with your own
voice, links, and style
 Register for the next Power Hour:
• “Part 2: Workshop – Seller Lead
Conversion”

33. Next Power Hour: September 10th!
**No Class Next Week (Labor Day)**
WORKSHOP- Part 2: Seller Lead Conversion Plan
• Step-by-step LIVE account instruction
• Time-saving best practices tips and tools
• Common FAQ’s
Wednesday, September 10th
10:00am PT/1:00 pm ET
To Register:
www.Learn.MarketLeader.com

34. Want More?
• Fill out post-class survey to receive
class notes!
• Visit Learn.MarketLeader.com:
• Power Hour Recordings &
Handouts
• Short Tutorials
• Customer Support: 1-877-450-0088

35. Thank you for attending:
Seller Lead Conversion Plan
Part 1

36. Thank you for attending:
Seller Lead Conversion Plan
Part 1 – The Strategy