An Agent’s Guide to Upshifting Your Lead Generation

1. Breakthrough to Mastery An Agent’s Guide toUpshifting Your Lead Generation Find the Motivated

2. Main Ideas • Perspective • Outwit, Outplay, Outlast • Find the Motivated • Sources of Leads • The Bottom Line

3. Perspective • The Market Has Shifted in Many Areas • Amount of Leads Has Diminished • Lead Generation Is Your Business Fewer leads, fewer showings, and increased days-on-the-market—the minute these signs show up, take notice. Don’t ignore them and don’t wait to act. From SHIFT:How Top Real Estate Agents Tackle Tough Times Page 7

4. Perspective (continued) Do a Mind Shift • Negative framing • Reality framing When there’s a will there’s a way. That’s your mindset. Gary Keller Pages 9-10

5. Perspective(continued) Know the Facts • Buyers and sellers use agents • Agents • 1,357,993 in 2007 • Projected transactions for 2008 • Existing home sales – 5,700,000 units • New home sales – 693,000 units • Total 6.4 million transactions, or 12.8 million sides Pages 11

6. Perspective (continued) Facts and Statistics What’s your current mindset on lead generation? Jot down your feelings, emotions, expectations, and commitment. Share them with the group, if you feel comfortable doing so. Page 12

7. The Power of One Personal Assessment What is your goal for closed transactions this year? How will you spend your money? Who holds you accountable? How many hours daily do you lead generate? Page 13

8. Outwit, Outplay, Outlast To Master Lead Generation • Study • Practice • Time on Task Let’s look at each of these … Page 14

9. Outwit, Outplay, Outlast(continued) 1. Study • For thirty minutes to one hour each day, study the industry and your local market. Page 15

10. Outwit, Outplay, Outlast(continued) Study Topics • New developments in the community • Homes on the market—preview them • Selling and negotiating techniques • Financing options • Building/construction • Home inspections • Home appraising Study topics continued … Page 16

11. Outwit, Outplay, Outlast(continued) Study Topics • Local and national media messages • Industry-specific news and information • NAR • Inman News • REAL Trends • www.realestatetomato.com • Real estate investing • Technology—computer, phone, Internet, blogs Page 16

12. Outwit, Outplay, Outlast(continued) Study Your Own Market Numbers • Number of homes sold • Number of homes on market • Number of homes pending • Number of expired listings • Average number of days on market • Average list price of those that sold • Average sales price • Months of inventory • Average interest rates Page 17

13. Outwit, Outplay, Outlast(continued) In the Market What price range is most active in your market? Page 17

14. Outwit, Outplay, Outlast(continued) Study Resources—Books • National best sellers by Gary Keller • The Millionaire Real Estate Agent • The Millionaire Real Estate Investor • SHIFT: How Top Real Estate Agents Tackle Tough Times Page 18

15. Outwit, Outplay, Outlast(continued) Study Resources—Websites Page 18

16. Outwit, Outplay, Outlast(continued) More Resources • Events • Masterminds • Mega Camp • Family Reunion • Coaching • MAPS Coaching • KWU Courses • CAMP 4:4:3 • Lead Generation 36:12:3 • Buyer Mastery • Seller Mastery Page 18

17. Outwit, Outplay, Outlast(continued) Confront the Media • Real estate is a local business, media is national • The facts about your local market are what’s important • Be the local economist and be the media • Reframe negative messages Would-be buyers and sellers are looking to you for perspective and solutions. Every day, you face profound opportunities to assure them that the sky is not falling. Mary Tennant Pages 19

18. Outwit, Outplay, Outlast(continued) Your Priorities for Study and the Media What do you need to study? How can you become the media? Page 20

19. Outwit, Outplay, Outlast(continued) 2. Practice • For thirty minutes to one hour each day, study the practice scripts and dialogues. • Benefits • Confidence • Excitement • Desire to have conversation and make presentations Page 21

20. Outwit, Outplay, Outlast(continued) Sources for Scripts • Lead Generation 36:12:3Power Sessions • CAMP 4:4:3 Script Cards • MREA Scripts Catalogs • Buyer & Seller Scripts: Handling Objections in a Shifted Market • Buyer Mastery • Seller Mastery Pages 22

21. Outwit, Outplay, Outlast(continued) • Practice Scripts • Listen to others • Write them down • Keep them with you to practice and use • Time Block for Practice • Record and Critique Page 23

22. Outwit, Outplay, Outlast(continued) Your Practice Plan When will you practice? Who will you practice with? What will be your reward? Page 23

23. Outwit, Outplay, Outlast(continued) 3. Time on the Task • For three hours each day focus on lead generation • Time block three hours every workday before noon • No skipping—if you erase you must replace • Allow no interruptions (unless they are truly emergencies) Page 24

24. Outwit, Outplay, Outlast(continued) 3. Time on the Task • What to do in three hours • Prepare • Take Action • Maintain Page 25

25. Outwit, Outplay, Outlast(continued) No Excuses to Lead Generate • If you … don’t like to cold call strangersthen … start by calling people you know • If you … spend all the morning with emailthen … time block to do this later in the day • If you … can’t reach people in the morningthen … “touch” them with a voice mail message Page 26

26. Outwit, Outplay, Outlast(continued) Set Lead Generation Goals • Number of calls • Number of contacts • Number of additions to your database • Number of appointments with buyers • Number of appointments with sellers Page 27

27. Find the Motivated Two M’s of Lead Generation • Method • Message You can motive-aid someone … but you can’t motivate them. From SHIFT Page 29

28. Find the Motivated The Methods • Prospecting • Marketing Great agents do both prospecting and marketing well. They cover both bases. Gary Keller Page 29

29. Find the Motivated(continued) The Message Matters • Match the market • Make an offer Pages 31-32

30. Find the Motivated(continued) Make Offer for Immediate Response MOFIR The more immediate the response, the more motivated the lead! Pages 33

31. Find the Motivated(continued) Your Message Write 5 statements you can say to potential customers about the market, the opportunity, and your expertise. Page 34

32. Find the Motivated(continued) Page 35

33. Find the Motivated(continued) Prospecting Offers for Direct Response • Are you thinking of moving? • Do you want me to help you get the home of your dreams? • Are you considering selling your home? • Do you want me to handle the sale of your home? Page 36

34. Find the Motivated(continued) Prospecting Offers for Indirect Response • I’m doing a survey in the area. Would you mind if I asked a few questions? • I just sold a home down the street and there were lots of interested buyers. Do you know anyone else who might be interested in selling their home? • I create a newsletter with great information about real estate trends in your area. May I send it to you? Page 36

35. Find the Motivated(continued) Marketing Offers for Direct Response • If you want to sell your home NOW, call me. • Are you looking for your dream home? Call me. Marketing Offers for Indirect Response • Would you like to know the value of your home?Visit my website … • Get access to my list of best buys! Call this toll-free number … Page 37

36. Find the Motivated(continued) Indirect Response Plus Direct Response • The one-two punch • Indirect (begin with this Indirect Response)I just sold a home down the street. Do you know anyone else who may be interested in selling their home? No, well thank you anyway. • Direct (follow up with this Direct Response)Before I leave, do you mind if I ask another question? Are you considering selling YOUR home? Pages 38

37. Find the Motivated(continued) MOFIR Complete the table on page 40 in your guide. Page 40

38. Sources of Leads Choices • Prospecting • Marketing (Review list of choices from The Millionaire Real Estate Agent, on page 41 in the guide.) Pages 41

39. Sources of Leads Focus on Prospecting • With Direct Response offers—quickest path to business • Cost is low • Can be mastered Pages 43

40. Sources of Leads(continued) Environment for Prospecting • No distractions—preferably a closed door • Mirror—to watch your expressions • Scripts—to know what to say • No interruptions Page 44

41. Sources of Leads(continued) Get in the Path of Business • Sellers • Expired listings • FSBOs • Buyers • Open houses • Investors Pages 44

42. Sources of Leads(continued) Get Back to Your Mets and Past Clients • Greatest source of referrals and repeats • Remind them you’re in real estate • Update them on the market • Be enthusiastic and positive • Ask for business and referrals • Treat them special Page 46

43. Sources of Leads(continued) Try Something New • Get out in your community • Internet • Blogs • E-zines • Video email • Multimedia cell messaging • MySpace, Facebook, Craigslist, and LinkedIn Page 47-48

44. Sources of Leads(continued) Try Something New—More! • Builders • Ethnic groups • Generational groups • Uncover buyers Pages 49-51

45. Sources of Leads(continued) Sources of Leads What new sources of leads will you explore? By when? Page 51

46. The Bottom Line • Get Going! • Shift your mindset • Study your market and industry daily • Practice what you say daily • Lead generate three hours daily • Use Direct Response prospecting • Find the motivated buyers and sellers • Ask for business Page 52

47. Productivity Boosters • Offer market snapshot • Stay on schedule with electronic calendar • Take advantage of free marketing materials • Increase exposure with blogging • Purchase lists of prospects Page 53

48. My Action Plan • Don’t put away this guide without developing a plan to put what you have learned into action! • Refer to the Action Plan on pages 58-59 of the guide to assess your strengths and areas for improvement. • Write down steps you will take to improve your skills—complete it, share it, and commit to it! Pages 58 - 59

49. Take the other courses in the Breakthrough to Mastery Guide Series! • Gaining Mind over Market • Seller Pricing Strategies • Seller Staging Strategies • Lead Capture and Conversion • Internet Lead Capture and Conversion • Creating Urgency to Buy • Bulletproofing Transactions • Expense Management • Effective People Leverage  • Short Sales, Foreclosures, and REOs • Financing Solutions

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