Build Your Sales Pipeline: Hot Lead Generation Hacks for Real Estate Agents

www.melissazavala.com
BUILD YOUR SALES PIPELINE:
Hot Lead Generation Hacks
for 2016 and Beyond

Newsflash! Job Automation
Threatens US Workforce
Source: Frey & Osborne, 2014

What’s the Best Way to Generate Leads?
YOU Must
Provide Value

Today’s Agenda:
ü  Tactics for creating a lead generation master plan
ü  Tips for implementing a lead flow program that doesn’t stop when you sleep
ü  Simple strategies for maximizing online exposure and diversifying lead
generation
ü  Hot apps and tech tools that you can start using today
ü  Ways to streamline your lead gen tasks and increase productivity
ü  Thought-provoking questions that will leave you thinking about your own
business
ü  Questions + Answers

3 Ways Agents Stay Relevant
in a Changing World
1.  Manipulation
2.  Creativity
3.  Social Perception

What Is a Lead?
A lead is a
person who
shows interest
and provides his
or her contact
information.

www.melissazavala.com Source: The 7 Levels of Communication / Maher
The Communication Pyramid

www.melissazavala.comwww.melissazavala.com
6 Steps to
Successful Lead Gen
in 2016 & Beyond

Step #1: Utilize Multiple Channels

YOUFacebook
Twi,er
Instagram
Google+
Pinterest
LinkedIn Blogs
YouTube /
Vimeo
Review
Sites
Referral
Sites
Guest Blogs
& Expert
Quotes
Pay-per-
click

Select Your Channels
Considerations:
•  Demographic
•  Posting Time
(if online)
•  Advertising or
marketing schedule

Source: Quick Sprout

Question #1
•  Which channels do I
currently use to
generate leads?
•  Which channels will I
use in the future?

Step #2: Work Multiple
Target Markets

YOU Neighborhood
Farm
Sphere of
Inﬂuence
Referral
Database
First Time
Buyers
Divorce
Probate
Empty Nesters
Short Sales/
REOs
Expired/FSBO
1031 Exchange
And Much,
Much More

Current Lead Gen Trends
•  Seller Lead Capture
Sites
•  PPC Sites (CINC,
TigerLeads)
•  ISAs and Dialers
•  Big Data
•  Expireds
•  FSBOs

Question #2
•  Which markets do I
currently target?
•  Which markets will I
target in the future?

Step #3: Develop a Content Strategy

Make a long-term plan for each
individual target market

Identify Your Target Markets

 
Consider this: “What’s in it for me?”

Plan Your Lead Generation Activities for
each Target Market

Benefits vs. Features
•  Money Saved
•  Money Earned
•  Time Saved
•  Increased Visibility
•  Convenience
•  Immediacy
•  Customization
•  Exclusivity

Items of Value
•  Booklets
•  Reports
•  List of “Deals”
•  Free Photos
•  Free Video
•  Gift Card

Question #3
•  What items of value can
I offer each target
market?

Use Magnetic Headlines
•  The Truth About…
•  What Everyone Ought to Know
About…
•  5 Sure-fire Ways to…
•  Spicy…
(See Copyblogger or Coschedule)

Remember a Strong Call to Action
•  Call Today!
•  Get Yours Now!
•  Register Now!
•  Offer Expires
Tomorrow!
•  Reserve Your Spot Now!

Tips & Tools to Help
with Items of Value:
ü  Infographics
ü  Videos
ü  Keeping Current
Matters
ü  State Association
Website
ü Word Templates
ü Canva
ü Fiverr
ü Virtual Assistant

Step #4: Cross-Promote

•  Promote your channels on other channels
•  Social-sharing buttons increase click
through rates by 150%

The Cross-Promotion Cycle
Prospect Sees Item of
Value on One of
Multiple Channels
Prospect Visits
Landing Page Where
Item Is Offered and
Signs Up
Prospect Receives
Item
Prospect’s Email Is
Added to a List
Prospect Receives
Auto-Generated
Emails

Question #4
•  What cross-promotional
channels or methods
will I employ for each
item of value?

Tools to Help You
Succeed:
ü  Leadpages
ü  Mailchimp
ü  Constant Contact
ü  Home Value Leads
ü Bold Leads
ü Infusionsoft
ü Autoresponders

Step #5:
Develop a Regimented System

Always Focus on Process Over Outcome

Develop a
System that
Works for You
Saturday
Marketing Tasks
■ _____________________________
■ _____________________________
■ _____________________________
■ _____________________________
■ _____________________________
■ _____________________________
Notes:_______________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
TIME APPOINTMENTS
HIGHLIGHT OF THE DAY
EXPENSES
Gas:___________________
Meals:___________________
Mileage:___________________
Other:___________________
___________________
Prospecting Tasks
■ ____________________________
■ ____________________________
■ ____________________________
■ ____________________________
■ ____________________________
■ ____________________________
live
and learn
A value proposition is a major factor in determining whether
people will bother reading about your services.Work with a
partner to develop your value proposition.

You need to work “on” your business
and “in” your business

Calendar Lead Gen Activities
Work on your business everyday:
•  Write blog posts
•  Make videos
•  Post to social media sites
•  Mail postcards
•  Schedule door drops

Increase Efficiency with Tools like
Hootsuite (and Buffer)

Question #5
•  What specific time of the
day or the week will I
allocate to my lead
generation activities?

Tools to Help You
Succeed:
ü Hootsuite
ü Buffer
ü Sunrise Calendar
ü Todoist
ü Wordpress
(scheduling)
ü Wunderlist
ü CRMs

Step #6: Track Results

•  Collect data
•  Use social media
monitoring (or Google
Analytics)
•  Only 45% of
marketing CEOs
actually know their
results

Question #6
•  How do I currently track
my results?
•  How can I track my
results better in the
future?

Monitor Search Engine Optimization (SEO)

•  4 billion online searches per day
•  75% of users only look at the first few
results
•  10.3 billion Google searches monthly

Get on Google+

Get on YouTube

Consider the Long Tail

To Review…
•  Your Lead Generation and Marketing System Must…
•  Sell benefits not features
•  Offer something of value
•  Capture leads in a systematized manner
•  Demonstrate your ability to navigate
•  Demonstrate your uniqueness
•  Demonstrate your ability to enhance a person’s
experience through social connections

1.  What is my target market?
2.  What am I going to send that is going to provide value to my target
market?
3.  By what means am I going to provide my value item(s)?
4.  How often will I communicate?
5.  How will I cross-promote?
Ask yourself those questions for each target market
you add to your marketing and prospecting plans.
4 Considerations for
Each Target Market

Calendar
everything
right now!

Question #7
•  How is what I offer
unique? What sets me
apart from the agents
around me?

A good lead generation system equals…

Questions?

Find more upcoming webinars at http://www.melissazavala.com/speaking
Thank you for attending!

Build Your Sales Pipeline: Hot Lead Generation Hacks for Real Estate Agents

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