Online Leads…

1. Online Leads… How To Capture AND Retain Buyer And Seller Leads On The Internet Thomas Cook

2. Today We’re Going To Talk About… • Building a big LIST - How to attract lots of buyer and seller leads online • An Overview - Converting those leads to actual sales • Being accountable for the results – conversations, appointments & sales • Marketing for sellers – how to differentiate yourself from all the other agents

3. Download Today’s Presentation PLUS Lots Of Our Team Procedures, Presentations + Checklists www.UltimateTeamTraining.com/Turkey

4. We Call It The ‘Before’ Business • Concept of ‘fishing upstream’ – benefits • Easier to attract buyers than sellers – why? • Attracting buyers… seminars, Pay-Per-Click on Google and Facebook, drip emails to your list with autoresponders, eFYI electronic newsletters, Stealth sites (squeeze pages), blogs • Attracting sellers… neighbourhood postcard campaigns, Success client follow-up

5. 5 Steps To Attracting Buyer Leads THE Ultimate goal – build as large a list as possible • Define your target neighbourhood-condo bldg – BY sale price and/or sales volume • Create a ‘Stealth Site’ for that specific market • Collect additional lead info from an auto-filled ‘Thank You’ page • Distribute those leads to your Team • Monitor their conversion of those leads • ALL DONE !!!

6. Creating A Stealth Site • Keep it simple and VERY targeted LibertyVillageCondoList.com • Initially only ask for name, email and phone # • On the Thank You page, ask for more info LibertyVillageCondoList.com/thankyou.asp • Send the leads into an autoresponder and distribute them automatically to your Team • We use RealPro Systems (RP) for lead capture and lead distribution – see Caine here

9. Now Team Member Gets A Lead • Lead goes into RP and is automatically sent to a Team member (TM) on the lead rotation via email • Email with the Liberty Village condo list link is automatically sent to the lead • TM follows up with the lead using a specific objection-handling script • GOAL – Set up a First Buyer Meeting appointment

10. Keep The Neighbourhood Lists Of Homes For Sale Updated Monthly • You’ve promised them the list so you need to deliver on your promise bi-weekly or monthly • Do a ‘Condos For Sale As Of October 2011’ list, PDF it and post to your website like… www.CondoLivingDowntownToronto.com/ Downtown-Toronto-Condo-Activity-List • Email them bi-weekly or monthly with a link to the list AND include various calls-to-action

11. First Buyer Meeting • GOAL – build trust & rapport AND get a buyer contract signed for 12 months • TM uses First Buyer Meeting PowerPoint presentation • Gets buyer contract signed • Sets up a Market Experience Tour within the next 1-2 weeks • Follow Up – Follow Up – Follow Up

12. Our Team Buyer Agent Slogan Conversations lead to=> Consultations lead to=> Showings lead to=> Negotiations and Offers But… it all starts with phone or email conversations !!!

13. Tracking TM Follow-Up Results • There must be accountability by the TM • Daily Activity Tracking form • Twice-per-week Success Tracking form • Benefit – TM can see what they’re doing AND not doing – Leader can review and coach TM to help improve results • Consequence of not turning in all forms as required – OFF THE LEAD ROTATION

14. Since I’m paying for the leads there has to be accountability! Team members submit these daily to keep them aware of how they’re spending their time AND so I’m aware of their efforts and results

15. Monday & Thursday Activity Tracking Form Tracks different activities than the daily one – I use this to compare ‘activities to sales’ results and it allows me to coach them based on what results I see here

16. Follow-Up – Follow-Up • Need to have regular communication with ALL leads – calls, newsletters, market updates etc • ‘Walk into a clothing store’ story • 5-Star Prospect? Use 20-50-30 rule PLUS50-15-85 rule to prioritize who to work with • Autoresponder/RP needs to have drip emails programmed to go out for at least 2 years • Short ‘conversation’ emails

17. Short Email Example Volker, I was just organizing my schedule today... Would you like to look at any homes in the next few weeks? Thomas ONLY GOAL => To get a back-and-forth conversation started !!

18. Time To Have A Buyer Consultation • Now that they’re serious about buying… • Sally will review this process in her presentation • Help them to buy a home – become a ‘SUCCESS’ client • Launch a “Plan” to follow-up between offer acceptance and getting the keys • Launch a “Plan” to continue to follow-up for next 10+ years

19. Marketing Your Stealth Site • Keep your marketing targeted to who you want to attract – ONLY market where those people are likely to see it! • Pay-per-click lead generation on Google, Facebook and/or Yahoo • Must have a lead capture stealth site to collect email addresses or your money is wasted • Test various keywords – monitor traffic – watch how much money you’re spending daily, weekly and monthly

20. Attracting Seller Leads • Ultimate goal – build as large a list as possible • Define your target neighbourhood-condo bldg • Choose based on ‘turn-over rate’ of 8-10% or more • Create a ‘Stealth Site’ for that specific market • Distribute those leads to your Team • Monitor their conversion of those leads • ALL DONE !!!

21. Creating A Listing Stealth Site • Keep it simple and VERY targeted like TorontoCondoMarketReport.com • First report is printed and mailed • Subsequent reports are emailed monthly with links to the PDF report based on the neighbourhood – set up a blog site like LivingInCityPlace.ca to host the monthly report for each neighbourhood/condo building

24. Every month we update the PDF report on the website and send an email link to all the subscribers (condo sellers in CityPlace) to go and download it

25. Marketing Your Listing Lead Site • Postcard campaign to neighbourhoods or condo buildings • Postcards customized for specific area OR more general and delivered to several areas at the same time • Drive traffic to the stealth site – seller picks their neighbourhood/condo building from the list and submits their report request

26. Condo Report Postcard

27. Seller Lead Generation Program • Provides a complete set of postcards and follow-up emails to generate seller leads from a targeted neighbourhood www.GettingListings.com/EuropeAgents

28. 4 Seller Loyalty Builders • Deliver a ‘Pre-List Package’ to the seller BEFORE meeting with them • Do a ‘Room-By-Room Review’ to help the seller stage their home & maximize their sale price • Create an excellent ‘Seller Marketing Program’ that’s better than your competition • Use a PowerPoint Listing Presentation to differentiate yourself from competition

29. The First Showing Is Now Online Six Ways Our Listing Marketing Campaign Is Better • Digital photos • Digital and PDF floor plans of the home • HD video of the interior, exterior and neighbourhood with wide-angle lens • 6-page colour feature sheet • Best website marketing of the home • Online ads – use Craigslist or equivalent

30. We Offer 2 Marketing Plans Full Service Plan = 5% No Frills Plan = 4.35% In both cases, 2.5% is paid to the agent who brings the buyer

31. The NO FRILLS Plan Offers fewer services than the Full Service Plan It’s basically the same service that most other agents provide but for a lower commission

32. Communicate With The Seller • Use a Listing Checklist at your meeting to ensure the seller is knowledgeable about what to expect once their home goes on the market • Showing feedback www.HomeFeedback.com • Weekly or bi-weekly seller update calls • Email and blog market updates • Make sure seller knows your goal is to get them the highest price AND that you’re different from all the other agent !!

33. Seller Checklist After Signing The Listing

34. Online Marketing Checklist For Virtual Assistant

35. What If You’ve Got An Overpriced Listing? • Suggest they do a “17-21 Day Test” where you monitor how many showings you’re getting • Zero showings = overpriced by 6-8% • 1 showing every few days but NO offers = overpriced by 4-6% • Several showings every day and an offer within the 17-21 days = priced right • Pick the “X-Y Day Test” period that’s right for your market and use it to set up a future price adjustment

36. Ask For A Video Testimonial

37. What People Are Saying About Us • Post your ‘happy buyer/seller’ videos online • Set up your own YouTube channel like TorontoCondos.TV or TorontoRealEstate.TV and upload videos • Can set up a blog to showcase your testimonials WITH an intro story about the seller’s experience and circumstances WhatPeopleAreSayingAboutUs.com

39. Get Some Further Training • Learn how to create excellent results with online video at EasyAgentVideoEurope.com • How to get ALL the listings you want in any area GettingListings.com/EuropeAgents * Build your referrals from past clients TheWorldsMostInterestingPostcard.com/EuropeAgents

40. Take It Step By Step • Research… Pick a neighbourhood where annual sales are typically 6%-10% of the total homes • Create a ‘stealth site’ and set up an autoresponder account • MORE research – build a ‘for sale’ list and/or a ‘sold’ list so you’ll have something to send • Grow your list – advertise on Google, etc • Create ongoing ‘drip email’ follow-ups

41. Get Started… • Decide what you’re going to work on first • Set a reasonable timetable • Progress… not perfection ! Speed of implementation is important • Remember… Ongoing Team training and mastery of scripts and presentations is CRUCIAL to their success!! What Questions Do You Have??

42. Remember toDownload Today’s Presentation PLUS Lots Of Our Team Procedures, Presentations + Checklists www.UltimateTeamTraining.com/Turkey