Generating and cultivating buyer and seller leads for real estate agents.

1. Generating
Buyer and Seller Leads
Maura Neill
ABR, CRS, CDPE, e-PRO, MRP, REALTOR®
about.me/mauraneill
@MauraNeill

2. A person in
need of a
solution or
information.
What Is a Lead?
@MauraNeill

3. What is a Lead?
A person
@MauraNeill

4. LEAD GENERATION

5.  Prospecting
 Farming
 Networking
Lead Generation
by Other Names
@MauraNeill

6. Considerations for
Successful Lead Generation
 Identify your
ideal client
@MauraNeill

7. Considerations for
Successful Lead Generation
 Make it a
priority.
 Establish
relationships.
@MauraNeill

8. Considerations for
Successful Lead Generation
 What is your
ideal day?
@MauraNeill

9. Ideal Day
 What is your
ideal day?

10. Considerations for
Successful Lead Generation
 Give it time.
 Ask open-
ended
questions.

11. Considerations for
Successful Lead Generation
 Go 3 deep...

12. Considerations for
Successful Lead Generation
 Capture as
much
information
possible on
each lead.
@MauraNeill

13. Considerations for
Successful Lead Generation
 Capture as
much
information
possible on
each lead.
10–11

14. Considerations for
Successful Lead Generation
 Enter your
leads into a
database.
 Categorize
your leads.

15. Categorizing Leads
Hot?
Cold?
Warm?

16. Considerations for
Successful Lead Generation
 Develop
your
systems.
@MauraNeill

17. Considerations for
Successful Lead Generation
 Make it
personal.
 Cultivate
top-of-
mind
awareness.
@MauraNeill

19. Considerations for
Successful Lead Generation
 Consistency
is key.

20. Considerations for
Successful Lead Generation
 Track data.
 Be authentic.

21. LEAD (RE)SOURCES

22.  Paid leads,
paid
placement
Online
 Paid online lead
generation
vendors

23. Online
 Agent reviews and
ratings at sites like
Yelp.
 Portals are now
incorporating
reviews and
recommendations.

24. Online
 Video is a
powerful
medium
for
marketing
= face-to-
face
redefined@MauraNeill

25. Neighborhood Videos

26. Online
 Search
engine
marketing
 Social
networks
@MauraNeill

27. Online
 Posting listings on your
personal Facebook page
violates Facebook’s terms
of service.

28. Offline
 Open houses
 Yard signs
 Direct mail
 Community and
civic involvement
@MauraNeill

29. Offline
 At BuySellLiveAtlanta.com,
Maura Neill & Assoc.
identifies the local
charities to which they
donate from every closing.

30. Offline
 Schools
 Alumni association
 Seminars/courses
 Conferences
 Business to business
 Client events
@MauraNeill

31. Current Clients
 They are thinking and talking
real estate 24/7 w/friends,
family, and coworkers.

32. Past Clients
73% of buyers said they would hire their
agent again.
Only 12% do.

33. Past Clients
WHY?

34. “I invest my marketing dollars in
client appreciation events to
treat my sphere like gold.”
Shay Hata
BHHS KoenigRubloff
@MauraNeill

35. LEAD NURTURING

36. Nurturing Leads
 Not enough to
fill a database
with leads.
 It takes time
and attention
to keep those
leads warm.
@MauraNeill

37. Lead Incubation
Systems
 SYSTEMS keep
lead incubation
from seeming
overwhelming.
@MauraNeill

38. Lead Incubation
Systems
@MauraNeill

39. Lead Incubation
Systems
@MauraNeill

40. OTHER LEAD SOURCES

41. Hub and Spokes
Strategy
Website
and/or
Blog
Facebook
Personal
Facebook
Business
Page
Linked In
Direct Mail
and Other
YouTube
Email/
Enewsletters
Twitter
 Where does
every spoke
lead back to?

42.  Demonstrate
your value.
 Get personal.
At Your Hub

43.  Show what
makes you
different.
At Your Hub

44. Hub and Spokes
Strategy
 Who are you?

45.  Include a
good photo.
 Be an expert
on your area.
At Your Hub

46.  Don’t reveal
too much.
 Revise
periodically.
 Make it easy to
contact you.
At Your Hub
@MauraNeill

47.  Balance
transparency
with mystery
 Old school vs.
new school
thought
At Your Hub
@MauraNeill

48. Website Content
 What is the
#1 consumer
want on a
real estate
website?
@MauraNeill

49.  Property search.
 Information.
 Responsiveness.
 Expertise.
 Videos.
 Remember SEO.
30–32
Website Content
@MauraNeill

50.  What is the #1
consumer
complaint about
real estate
agents?
Website Content
@MauraNeill

51. Online Tactics:
Drip Campaigns
 Include a call to
action.
 Make messages
readable.
 Consider frequency.
 Don’t spam.
 Keep metrics.
@MauraNeill

52. Offline Tactics:
Direct Mail
 Maintain consistency.
 Include maps and
photographs.
 Provide information.
 Use a typeface that is
easy to read.
 Include CTA
@MauraNeill

53. Offline Tactics:
Direct Mail
 Place benefits in a
prominent position.
 Use an active voice.
 Send out in different
formats and sizes.
 Create a long-term
plan.
@MauraNeill

54. “Most agents aren’t consistent
about direct mail – they treat it
as an afterthought.”
- Alex Milsteyn
Coldwell Banker Weir Manuel Real Estate
@MauraNeill

55. LEAD CONVERSION

56. Strategies for You and
Your Market
51
 Most important
strategy is most
appropriate for
your market and
most authentic to
your personality.

57. Lead Conversion
1. Be responsive.
2. Add value.
3. Make a connection.
4. Start the conversation.
5. Set the appointment.
@MauraNeill

58.  Respond to
inquiries
from leads as
soon as you
can.
50
Response Time
@MauraNeill

59. Response Time
 Respond to
an inquiry
the way
that it came
to you.
@MauraNeill

61. Qualify Each Lead
 Motivation
 Expectations
 Ability
 Authority
@MauraNeill

62. CLOSED! NOW WHAT?

63. Post-Closing Systems
 Your clients are your best source of
leads and repeat business.

64. Post-Closing Systems
 To remain top of mind
with past clients, set
up a targeted drip
campaign for at least
24 months, with one
message per month.
@MauraNeill

65. Post-Closing Systems
 Create a plan.
 Systematize it.
 Be consistent.
 Keep it personal.
@MauraNeill

66. TRACKING LEADS

67.  You are most likely to achieve your goals
if you measure your results.
Importance of
Tracking Leads

68. Importance of
Tracking Leads
 How many leads
generated
appointments?
 How many appointments
became clients?
 What is the “leads to
closed business” ratio?
@MauraNeill

69. Importance of
Tracking Leads
 Which activities
yielded the best
return?
 Which ones didn’t?
 Which methods are
most successfully
reaching
target audiences?
@MauraNeill

70. Sources of Leads
 The most important data to track is the
source of your leads.
 If you know which sources are most
productive, you can focus your efforts
there.

71. Activity # of
contacts
made
# of
leads
# of
appointments
# of
contacts
# of
closings
Cold calls
Open houses
SOI contacts
Direct mail
Blog / Web content
Social media
Etc.
Lead Tracking Worksheet

72. QUESTIONS?

73. Connect
about.me/MauraNeill