Thursday, September 20, 2018

your first phone call to an online lead, real estate
What do they really want?

Why would a real estate consumer give his or her personal contact information to you by filling out a lead form on your website?

Follow the question to the most logical answer. They are contacting you because they want information on a home or because they want to talk to you about selling their home, right?

Now, consider this: 78 percent of homebuyers visit three or more real estate websites before taking an action on one of them, according to the NAR and Google “Digital House Hunt” study.

That means the consumer who is contacting you may have already visited three or more other sites and may, or may not, have also contacted those agents.

Rapid response is the key

That 35 to 50 percent of sales go to the agent who responds first is an oft-quoted statistic, although we haven’t been able to trace it to its origin. But, what if it is accurate?

Since the chances are pretty good that the consumer has also contacted another agent, taking your time responding is like handing your competition a couple thousand dollars.

How rapid is rapid?Realtor marketing postcards for neighborhood updates

Call within five minutes for the best chance at actually reaching the prospect. Wait five hours and your chances of reaching them plummet 3,000 percent, according to the results of a study published at forbes.com.

Oh, by the way, not only are your chances of reaching the lead optimal within 5 minutes of receipt, but conversion rates are too. Even waiting half an hour diminishes those chances 21 times.

So, what happens if you don’t reach the lead? Keep trying, suggests Ani Stepanian, Senior Marketing Director for luxury real estate brand Mercer Vine. In fact, she said you should keep trying for the next 10 days.

“You will probably feel like you shouldn’t make that extra call or send that extra text, but it might make the difference between getting a deal and missing out on one,” Stepanian says at Forbes.com.

So, don’t worry about pestering the person. After all, he or she was the one who initiated the conversation in the first place.

What will I say?

Veteran agents typically don’t have a problem with this, but new agents and introverts struggle with what to say during this initial contact.

First, let’s take a look at what not to say: anything self-promotional. Instead, prepare yourself for the call by having the listing the lead inquired about in front of you. Ensure it’s still on the market and quickly familiarize yourself with its location and details.

Plan on keeping the call brief, informative and non-threatening.

Free Report for Real Estate Marketing to sellers

Your main goal, however, is to listen.

“Hi Ben, this is Gail Superagent with Main Street Realty. I’m following up on your inquiry at my website about a home for sale. How can I help?”

Pay close attention

to what the prospect tells you and the questions he or she asks. If it feels right to stay on the phone longer, offer some soft, probing questions.

  • “When do you plan on moving?”
  • “Do you need to sell your current home first”
  • “Have you seen a lender about a mortgage?”
  • “Are you looking exclusively in the Pleasant Knolls neighborhood or are there others you like as well?”

Get the lead’s permission to follow up by email, perhaps asking if he or she is interested in receiving alerts about homes that fit their needs. Offer incentives here, too, such as a Neighborhood Update postcard for the Pleasant Knolls neighborhood. Or offer to mail them the Free Report, “5 Sure-Fire Tips For a Quick Home Sale”.

Incentives are ideal ways to get email addresses. And always, always, include at least one testimonial in each email.

Online leads are hot if you get to them quickly, so don’t wait.

By the way, if you want to generate some listings, don’t just send Neighborhood update postcards to your online leads.
Realtor marketing postcards for neighborhood updates with a free offerSend at least 100 Neighborhood Update (Free Offer) postcards to an area where you want more listings.

Need help targeting the perfect niche of buyers or sellers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

PLUS: When you have time…here are 2 free ways we can help you CRUSH IT in 2018!

1.  The 12 Month Done-For-You Strategic Marketing Plan.

The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Listing Inventory, Geographic Farming, and Sphere of Influence – Click Here

2. The Free Online ROI Calculator. 

Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! – Click Here

Also…check out these cool tools 

 Three Click Postcards – Just snap a home photo & create a postcard all from your mobile phone

MLSmailings.com – Automated Just Listed, Just Sold Postcards

Market Dominator System – Become a neighborhood brand

Want to Refer a friend or colleague? Refer them, Here. THEY get a Free $25 Gift Card and YOU become their hero. BTW, you also get a $25 Gift Card too (now that’s what I’m talking about)!

More words of wisdom from Dean Jackson (the king of real estate marketing). In today’s article, he explains his innovative approach to converting leads over time. Dean Jackson is the founder of GoGoAgent and Listing Agent Lifestyle

Playing the long game

I’ve heard many agents complain when they try different sources to generate leads, for a few months, and get nothing out of it. Unfortunately, the point being missed with this way of thinking is the real payoff with lead generation is in playing the long game.

The correct approach is to look at your lead generation process, not as a short-term expense, but as a capital investment. Do not add unnecessary and misguided pressure to the action of generating leads by expecting to recapture your money in 30, 60 or even 90 days.

It’s time to amend your perception of the value of a lead over time. And begin to cultivate your leads over 12, 18 and even 24 months (regardless of lack of response). Then you will begin to build a true capital asset. And this asset of unconverted leads will become an incredible treasure trove that will continue to pay dividends for years.

A case study

A great story defending the above philosophy is of agent Tony Kalsi. We tracked lead conversion results on Tony’s listings for four years in a “Getting Listings Case Study”. And we discovered 21 transactions he achieved over the four-years were from leads he had generated in the first year that he had continued to cultivate.

If Tony had written off these 21 leads as “duds” due to not being able to convert them quickly, he would have missed out on – I don’t even want to think about how much money!!

I’ve heard story after story like this from agents who understand the long-term approach to converting their leads. They patiently educate and motivate their lead list, then watch the yield from that portfolio continue to pay off year after year.

Being conscious of your marketing dollars has its place. However, focusing only on what you can achieve “right away” from your marketing dollars and discarding the rest is a mistake. And this mistake will cost you longterm valuable assets.

Every new lead that you add to your “lead portfolio” is a potential future client. Some leads may convert quickly, but many more will convert over time, even years after your initial contact.

From “dud” to dynamite

If you have leads gathered over the years that you’ve identified as “duds” due to not converting quickly, I have a great marketing campaign for you. This campaign has the potential to bring many of them back into the fold.

Gather together an email list of your so-called “dud” leads and send them the following email. Put their “first name” in the subject line of the email and then ask them one simple question in the body of the email. “Hi  ‘insert person’s name’, “Are you still looking for a house in ‘insert city or neighborhood’?”. 

That’s it.

That little email and nothing more. Send that email to all of the dud leads you’ve generated and neglected for 90 days or longer (or you feel have neglected you). And you’ll be amazed at how many people respond “Yes, we’re still looking.” You’re also going to be surprised, not in a good way, at the number of responses you get from people that say, “No, we’ve already bought.”

This second response will break your heart, but don’t sulk, just make a mental note that YOU can not predict when a prospect will be READY to move forward. This knowledge will become a reminder to not prejudge your leads. But instead to take the long-term “asset management” approach to nurturing your leads as the treasure trove that they are.

Begin cultivating and nurturing your lead portfolio today by sending out the Ever Thought About Selling postcard from the Listing Inventory Series to at least 100 prospects from your lead list.

To learn more about the other incredible tools and resources Dean has available for agents go to GoGoAgent.com  and ListingAgentLifestyle.com.

Need help targeting the perfect niche of sellers or buyers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

PLUS: When you have time…here are 3 free ways we can help you CRUSH IT in 2018!

1. The Free 2018 Real Estate Business Plan.

Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan  – Click Here

2. The Free Online ROI Calculator. 

Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! – Click Here

3. The 12 Month Done-For-You Strategic Marketing Plan.

The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Listing Inventory, Geographic Farming, and Sphere of Influence – Click Here  – Click Here

Also…check out these cool tools 🙂

Three Click Postcards – Just snap a home photo & create a postcard all from your mobile phone

MLSmailings.com – Automated Just Listed, Just Sold Postcards

Market Dominator System – Become a neighborhood brand