More than Just Lines on a Map: Best Practices for U.S Bike Routes
Retso presentation market leader
1. Technology Secrets of Rich Agents…Revealed!
Featuring:
Jack Markham
Director of Online Strategy
www.marketleader.com
2. Today’s “rich” revelations
• Define “rich” and “poor” agents
• How do rich agents set themselves apart?
• Use technology to your advantage
• The ever-changing marketing trends
• Today’s internet society requires being there
• Is there really one comprehensive solution?
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3. What defines “rich” agents and “poor” agents?
Rich agents earn
more than
$100,000 per year
Poor agents earn
less than $35,000
per year
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4. What do rich agents do differently?
Spend 6x Spend
on 10x on $100k+
technology marketing
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6. For every $1 spent on technology by a poor
agent…a rich agent spends $6
$3,000 - $5,000
$500 - $1,000
How are rich agents spending their technology dollars?
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7. Rich agents invest in technology
• An IDX / MLS website
• A CRM / contact management system
• Email marketing system
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8. A great IDX / MLS site
• 54% of rich agents are more likely to use an IDX website with MLS listings
• Consumer-facing, lead-generating website:
• MLS/IDX integration
– Generate more leads by powering your real estate website with an Internet Data
Exchange (IDX) feed that automatically displays all MLS listings from your area.
– IDX allows visitors to easily search and view properties without leaving your
site, and you can capture and respond to these leads quickly—giving you a
competitive edge in your local real estate market.
www.marketleader.com
9. A great IDX / MLS site
• Neighborhood Data (example Market Insider)
– Attract buyers and sellers with this valuable tool – found within your website –
that provides:
• customized reports and statistics of home sales
• Trends
• crime rates
• Schools
• area comparisons and more
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10. A great IDX / MLS site
• Search widget
– Easily posted to your blogs and other sites as well
– increase your site traffic and build your pipeline as
more consumers request information—and
instantly become leads
• Lead alerts
– Get notified and follow up instantly when
prospects show interest
– Receive a text or email alert when a new
lead signs up on your site or an existing
prospect sends you a message
www.marketleader.com
11. A great IDX / MLS site
• Prospect information and activity reporting
– Differentiate buyers from browsers
– All leads are "smart leads"
– Insightful information to tell you which
listings they’ve viewed, revisited, and saved
• Mobile consumer website
– Home buyers can conveniently preview homes
for sale on your Market Leader website—right
on their mobile phones
– Your website is automatically optimized for
their phone
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12. CRM or contact management system
• Separate buyers from browsers
• Find out when inactive prospects return to your site
• Convert more leads into clients
• Fully integrated contact management tools include property blasts, email
templates, and the ability to monitor client activity on your site
www.marketleader.com
13. CRM or contact management system
• Separate buyers from browsers with insight into contact behavior
– Recent activity:
• Monitor client visits and immediately know when an inactive client returns to
your site
– Detailed contact preferences:
• See exactly which homes your prospects have visited, revisited, and saved
– Site activity:
• Measure your ROI on advertising and other lead generation activities
– Performance management:
• Compare your performance to nationwide metrics
– Mobile CRM:
• Access client records, scheduled tasks, and respond to website email using your
smart phone
www.marketleader.com
14. CRM or contact management system
• Ongoing customer communications
– Property blasts: Quickly email an announcement about a new listing to all
contacts that have been searching for a similar home
– Listing alerts: Automatically send new MLS listings to each prospect based on
unique criteria that they (or you) choose
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15. Email marketing system
• Market Insider eNewsletter
– Provide consumers with relevant neighborhood
data that matches the search they conducted
on your site on a monthly basis
• Email templates
– Save standard emails as templates and then
quickly reuse them whenever you want
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17. A rich agent spends more in two weeks on
marketing than a poor agent does all year
$5,000 - $10,000
$500 - $1,000
How are rich agents spending their marketing dollars?
www.marketleader.com
18. Extensive Library of Materials!
• Pre-Defined Campaigns
• Photo Books
• Marketing Postcards
• Build Your Own Content
• Greeting Cards, Folded Cards, and eGreetings
• Wall Calendars
• Sports Schedules
• Spanish Content
• Business Cards
• Door Hangers
• Market Leader:
Integrated system
www.marketleader.com
20. Keys to Capturing Leads via Craigslist
An Attention Grabbing Headline
Link to take visitors directly to the Property
Lead Capture Website
IDX Feed to Your MLS
Post your listings during peak hours
Wait 48 hours before reposting or removing
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21. Craigslist: What is an Ad Headline and Body?
AD HEADLINE
AD BODY
AD HEADLINE
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22. Broadcast yourself!
• YouTube and online video hosting sites
• Blogging
– Search engine optimization
– Building a content library
– Engaging future buyers and sellers
• Twitter and LinkedIn
www.marketleader.com
23. THANK YOU FOR ATTENDING!
FOLLOW @Markham18
CONNECT http://www.linkedin.com/in/jackmarkham
www.marketleader.com
Editor's Notes
Welcome to Market Leader’s webinar on the Rich Agent/Poor Agent program. In 2011, ActiveRain polled almost 2,000 real estate professionals all over the country to find out what separates Rich Agents from Poor Agents. Market Leader has taken these results and created a comprehensive program to help you become a rich agent – a member of the highest echelon of real estate professionals. Let’s get started.
What defines Rich Agents and Poor Agents? For the purposes of the survey, Rich Agents are those earning over $100,000 and Poor Agents are those making under $35,000.
So what do Rich Agents do differently? Demographics aside, it’s the behaviors and priorities of rich agents that set them apart from the rest of the industry. Rich Agents spend six times more on technology, and 10 times more on marketing.
The most successful real estate professionals make technology a priority, and outspend their colleagues six to one. They spend between $3,000 and $5,000 per year, while Poor Agents spend only $500 to $1,000. What are Rich Agents spending their technology dollars on?
Customer relationship management/lead or contact management systems help Rich Agents manage thousands of leads in one central location, and plan strategic communications with these leads. Almost twice as many rich real estate agents use a CRM system than poor agents—the most dramatic finding of Active Rain’s survey. <add our product info for the tech version of PPT with a screenshot>
Customer relationship management/lead or contact management systems help Rich Agents manage thousands of leads in one central location, and plan strategic communications with these leads. Almost twice as many rich real estate agents use a CRM system than poor agents—the most dramatic finding of Active Rain’s survey. <add our product info for the tech version of PPT with a screenshot>
Customer relationship management/lead or contact management systems help Rich Agents manage thousands of leads in one central location, and plan strategic communications with these leads. Almost twice as many rich real estate agents use a CRM system than poor agents—the most dramatic finding of Active Rain’s survey. <add our product info for the tech version of PPT with a screenshot>
Rich Agents are aggressive in their use of email marketing. Whether it’s automated listings from their IDX site, drip marketing campaigns, or email newsletters, the most successful agents are 54% more likely to use email marketing. <add our product info for the tech version of PPT with a screenshot>
According to the Active Rain study, Rich Agents spend $5,000-$10,000 per year on marketing, while Poor Agents spend just $500-$1,000. That means that a Rich Agent spends more in two weeks than some Poor Agents spend all year! So what are they spending their marketing dollars on?
300+ folded greeting cards
Internet marketing:Rich Agents make Internet marketing and lead generation a priority. Rich Agents are 2.75 times more likely to buy online marketing services and 2.3 times as likely to buy Internet leads. They know this money is well spent since, on the back end, they also have a CRM/lead management system in place to convert these valuable leads into clients.
What is broadcast social media? Broadcast social media encompasses any type of social media that allows you to communicate openly on the Internet. (This does not include Facebook, since only your friends can see what you post on Facebook.) This includes YouTube and other online video, blogging, Twitter, and LinkedIn. Let’s talk a little more about each type. YouTube and online video:Although videos can be time consuming in terms of production, rich real estate agents consistently use video to communicate with leads and clients. They post videos to their website, YouTube, or other social media channels 78% more than Poor Agents. Blogging:Rich Agents use blogging for three main reasons. One, as a search engine optimization tool. Creating fresh, unique content helps search engines (and consequently, leads) find you online. Two, to build a library of content they’ve written about, positioning themselves as industry experts. And three, as a way to engage future clients. The most popular blogging platforms in the real estate industry are Active Rain, WordPress, and Blogger. Twitter & LinkedIn:Rich Agents utilize Twitter and LinkedIn to maintain a steady stream of communication with leads. Twitter serves as a quick, micro-blogging platform, while LinkedIn is meant for business networking. Both are great places to find clients.
