How to Turn Your Real Estate Leads into Closings

www.melissazavala.com
From Lead to Client:
How to Turn Your Leads into
Closings

Today’s Agenda:
ü  Review the anatomy of an Internet lead
ü  Simple strategies for making connections with Internet leads
ü  Tactics for creating a lead generation and conversion master plan
ü  Tips for staying top-of-mind with any buyer or seller prospects
ü  Best practices for quality face-to-face appointments
ü  Evaluate available success tools and automation techniques
ü  Questions + Answers

Before we jump in… let’s have a look

The 4-1-1 on the Internet and Real Estate
in 2016…
of buyers who used the
Internet during their
home search ended up
working with an agent.
90%
of first time home buyers
are between 25 and 34
(Millennials)
56% 55%of buyers turn
to the Internet
first

Why Time Is of the Essence
More likely to make contact
with a lead if you respond in
the first 5 minutes (as
opposed to 10 minutes)
5x
More likely to make
contact in the first 5
minutes (as opposed to 30
minutes later)
100x

Internet leads don’t buy/sell homes right out of the gate

Most Buyers and Sellers
Need to Be Nurtured

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

Generate Traffic è
Obtain Leads è Convert Leads

Landing Pages Are
the New Black

What is a landing page?
•  Lead Capture Page
•  Collect Information
•  Meet a single goal or
need
•  Often provide value
(ebook, market
analysis, webinar
invitation, coupon, etc.)
•  Not a website

Landing Page Products
•  LeadPages
•  Unbounce
•  Welcome Mat
•  Kunversion, CINC,
Boomtown, Tiger Leads
•  Home Value Leads
•  Bold Leads
•  Corefact

To Generate Online Leads…
Diversify Yourself Online
YOUSocial Media
Sites
Blogs
Videos
Review Sites
- Yelp!,
Google+, etc.
Syndication
Sites - Zillow,
Trulia, etc.
Craigslist
Online Forms
Organic
Search
Pay-per-click
And Much,
Much More

Craft a Lead
Generation
and
Conversion
Plan that
Doesn’t
Stop When
You Sleep

Inbound Marketing Campaigns
•  Create plans and
pathways for
different inbound
marketing
campaigns
•  Use automated
responses when
applicable
•  Deliver immediately

Use Canva.com to Create Visuals

www.melissazavala.comwww.melissazavala.com
Craft Your Master
Plan

“It’s about the marathon and
not about the sprint.”

Identify where the prospect is in the process

The A List
•  Buying or selling in the
next 90 days
•  Pre-approved (or cash
buyer)
•  Motivated
•  Responds to phone,
text, and email

The B List
•  Buying or selling in
3-6 months
•  Organized
•  Serious
•  Loyal
•  Responds to you and
to the lender

The C List
•  Web lead with whom you
have had no direct contact
or only minimal contact
•  Appears to be actively
searching your site more
than once
•  Looking to buy or sell

How Do You Determine Which List?
•  Listen, listen, and listen some
more
•  D – I – S – C
•  Ask questions
•  Are you already working with an
agent?
•  When are you interested in
purchasing (or selling)?
•  (If buying), what are you looking
for?
•  Do you need to sell your current
home in order to buy?
•  Have you been to [your town]
before?
•  Are you planning to come to [your
town] soon?

Nurture Each List Differently
•  A list
•  Call 1-2 times per week depending upon interest
•  Emails
•  Property Alerts
•  Market Info
•  Intro to Lender
•  B list
•  Same as above but slightly less frequent. If they get really busy on the
site, amp it up
•  C list
•  Provide lots of food for thought
•  Reports, property alerts, and drip campaigns
•  Attempt calls on slow, but regular intervals

Keys to a Making an
Initial Connection

Be Responsive
•  88% of leads feel that
response time is “extremely
important” when selecting
their agent
•  You’re 100x more likely to
reach a lead if you respond in
5 minutes vs. 30 minutes
later
•  31% of leads expect a real
estate agent to reply
instantly to their online inquiry
1

Understand Your Audience
Where did they find
me?
What triggered them
to become a “lead”?
Am I the only one
responding?
2

Provide Value
•  Nothing turns a potential
client into an opportunity lost
faster than a canned
response.
•  Answer their question first—
provide value and then
move into more probing
questions.
•  Drive them to your personal
website if it provides you
feedback on their search.
3

Sample CRM Leads

Offer Benefits Not Features
•  Lead: “What’s in it for me?”
•  Examples: Customization,
increased exposure, time
savings, and money savings
among others.
•  Your expertise is a feature,
and not a benefit.
•  Feature -> Benefit -> Tie
Down
4

Make a Connection
•  Use all contact
information available
to create interaction.
•  Convey:
•  I am human
•  I am trustworthy
•  I understand your
needs and concerns
5

Use a Lead Validation System
•  If possible, check
name, address, phone
number, and social
media profiles
•  Use data from your
CRM to script
appropriately
6

Sample Social Media Data

Sample Search History

Follow Up Until You Get Fired
•  Be persistent.
•  Use multiple
channels.
•  Respect the DNC list.
•  Give disinterested
parties the
opportunity to
disconnect.
7

Conquer Your First
Meeting

Consider the Lead Source

Consider the Location for the First Appointment

Pay Attention to Verbal and Non-Verbal
cues

Don’t Be a “Pop-Tart”

Make Sure Your Preferred Lender Is Available

Take Control of the Meeting

Set Expectations Accordingly

Option: Obtain a Buyer Representation Agreement

Put Systems on
Autopilot

Big relationships are built with small and
continuous interactions over the course of time.

Automated Activities
Which daily activities can be on autopilot? Which
activities require minimal human intervention?

Drip Campaigns
•  Consider RSS drip campaigns
•  Once per week, add new emails to the list
•  Sent automatically at regular intervals

Incorporate Text Messaging
•  Consider Mass Messaging Products
•  Email to text on iPhone
•  Create text templates for quick cut and paste

Property Alerts
•  Internet leads opt-in for automated alerts
•  Manually add any buyer prospects
•  Automated daily or weekly alerts as properties come
on the market

Hire a Virtual Assistant

Tools to Help You
Succeed:
ü  CRM
ü  Personal Website
ü  Strong Scripts
ü  Social Media Mgmt
Platforms
ü Drip Campaigns
ü Market Reports
ü eNewsletters
ü Autoresponders

Simple Tips to Remember
1. In General
-  The goal is to get them to respond! When they do, STOP the campaign
-  Customize your follow-up
-  Stick with it!
2. Email Tips
-  Respond quickly with information of value
-  Focus on what they prospect is looking for
-  Always ask for appointments
3. Phone Tips
-  Always leave voicemails (but carefully script them)
-  Stand and smile when you speak into the phone
-  Match your voice to your audience

Recap: Your Lead Conversion Plan…
•  Respond to requests quickly
•  Provide the value prospects are looking for
•  Ask questions and listen to responses
•  Pay attention to verbal and non-verbal cues
•  A – B – C
•  Set in place tools to continue to deliver value with market
reports and listing alerts
•  Control your initial meetings—you are the expert!

Templates for lead conversion are right
here…
Download your free
copy now at

Daily Processes Lead to Sales Outcomes

It’s All About Good Systems

Don’t Stop Running the Race

Questions?

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

How to Turn Your Real Estate Leads into Closings

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