converting more internet leads
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Knowledge is Power and Money in 2011!Convert more Internet Business from the Internet. All the information you need to know to Leverage big sites like the Zillow Network!TRANSCRIPT
Growing Your Pipeline and Converting Web Leads
John RobinsonManager, Partner Relations
Twitter - @RobinsonJohn
1. Buyer & Seller Trends
2. Profiling the Online Buyer & Seller
3. Growing Your Buyer & Seller Pipeline
4. Qualifying and Categorizing Online Leads
5. Communicating with Your New Prospects
Agenda
Buyer/Seller Trends
“50% of recent home buyers were first-time buyers with an average age of 30 years old.”
National Association of Realtors2010 Profile of Home Buyers and Sellers
Buyer/Seller Trends
“90% of home owners & home buyers start their search online.”
National Association of Realtors2010 Profile of Home Buyers and Sellers
The Internet and the Home Buyer- 37% of Buyers in 2010 Found Their Home Online -
2002 2003 2004 2005 2006 2007 2008 2009 20100
5
10
15
20
25
30
35
40
*NAR 2010 Profile of Home Buyers
Buyer/Seller Trends
The Home Buyer and the Realtor- Percentage of Buyers Using a Realtor Continues to Increase -
2002 2003 2004 2005 2006 2007 2008 200960
65
70
75
80
85
*NAR 2010 Profile of Home Buyers
Buyer/Seller Trends
Buyer/Seller Trends
The Internet and the Home Buyer- Action Taken as a Result of Internet Home Search -
*NAR 2010 Profile of Home Buyers
Toured Home - 45%Found Agent - 29%Drove By Home - 21%Other - 5%
29% of 2010 Buyers Found the Agent Used to Buy Their Home
1. Buyer & Seller Trends
2. Profiling the Online Buyer & Seller
3. Growing Your Buyer & Seller Pipeline
4. Qualifying and Categorizing Online Leads
5. Communicating with Your New Prospects
Agenda
Profiling the Online Consumer
Top 5 Things You Need to Know
5. Higher income $74,200 (avg.)
4. Avg. search time is 12 weeks
3. Biggest Need from Realtor: Help understanding the process
2. 64% interview only one agent
1. Time Sensitive*NAR 2010 Profile of Home Buyers
Profiling the Online Consumer
Web Sites Used in Home Search
*NAR 2010 Profile of Home Buyers
MLS
Listin
g Site
s
Broke
rage
Site
s
Agent
Site
s
Newsp
aper
Site
s
RE Mag
. Site
s
Faceb
ook
0
10
20
30
40
50
60
70
Profiling the Online Consumer
Explosion of Mobile Users
Zillow is Leading the Way
- 1st to Market RE Apps
- #1 Real Estate App - iPhone - iPad - Android - Msft Windows
- 25% of Weekend Traffic is Mobile Users
- 20,000 home-views/hr (6 per second)
- Feature Premier Agents on every property
1. Buyer & Seller Trends
2. Profiling the Online Buyer & Seller
3. Growing Your Buyer & Seller Pipeline
4. Qualifying and Categorizing Online Leads
5. Communicating with Your New Prospects
Agenda
Growing Your Pipeline
3 Steps to Success
1. Syndicate Your Listings
2. Optimize Your Website
3. Invest in Lead Generation Programs
Growing Your Pipeline
1. Syndicate Your Listings
+ 20 More Sites
• Agent Photo• Contact Info
• FB, Twitter, LI• Link To Website• Marketing Text
• Can Embed Links & Video
• Contributions Listed• Listing Showcased• Ratings – NEW!!!
Great SEO Capabilities
Listing Email
Address
Profile Email
Address
IMPORTANT!
Growing Your Pipeline
Listing agent: Always listed first if they’ve activated their account and provided a photo
Premier Agents: Up to two Premier Agents listed
Top Agents: Active agents with listings in the ZIP code who frequently contribute to discussions
Growing Your Pipeline
Growing Your Pipeline
2. Optimize Your Website
“A website is only as good as its ability to be found and used by consumers.”
Theme Formula:Real Estate Topic + Local Geographic Area = Great Theme!
Ben Kinney2008 Top 30 Under 30
WCAR Realtor of the Year
Growing Your Pipeline
Growing Your Pipeline
Growing Your Pipeline
Top 5 Contact Capture Form Techniques
Active Listing Search
Foreclosure/Short-Sale List
Property Value Analysis
Market Analysis Report
Registration Wall
Growing Your Pipeline
3. Investing in Lead Generation Programs
Zillow.comYour Website
Growing Your Pipeline
Growing Your Pipeline
Buyer’s Agent List
Growing Your Pipeline
Buyer’s Agent List
Connecting Zillow’s home buyers and sellers to an elite group of agents
Growing Your Pipeline: Mobile Ads
Growing Your Pipeline
Featured Listings
SearchImpressions
Re
gul
ar
Fe
atu
red
3.3 X Increase
Re
gul
ar
Fe
atu
red
5.7 X Increase
Email Contacts
Growing Your Pipeline
Showcase Ad
• Zip Code Targeted
• Customizable Message
• Link to Your Website
Testimonials
“I joined Premier Agent and within 3 days I received a call for a new listing. My website is getting more hits and I have had several new inquiries from buyers, as well as sellers. I would definitely recommend Premier Agent for someone looking to grow their business from internet shoppers”. — Karen Nieto, Dove Realty (Puyallup, WA)
“My business has grown significantly since committing to my market area zip code! I receive leads weekly, that I never would’ve captured before, and I’ve closed four transactions in my first year with the program!” — Vera Koon, Realtor Waterman Team (Palm Bay, FL)
“Having worked in online marketing and lead buying in real estate for years, we find the Zillow platform to be undoubtedly the strongest online presence an agent will get. The exposure obtained online per the cost basis has the least expensive and best ROI I’ve found to date. Our real estate team has obtained five transactions and clients within our first 45 days of online presence.” — Joshua Higgins, Higgins Realty (San Diego, CA)
1. Buyer & Seller Trends
2. Profiling the Online Buyer & Seller
3. Growing Your Buyer & Seller Pipeline
4. Qualifying and Categorizing Online Leads
5. Communicating with Your New Prospects
Agenda
Qualifying & Categorizing Leads
Follow-Up StrategyLEAD
RESPONSE REFERRAL
INCUBATION BUCKET
FOLLOW-UP PLAN
1.
2. 3.
3.
4.
REASSESSMENT5.
Qualifying & Categorizing Leads
Qualifying Leads
ASK THE RIGHT QUESTIONS
- How long have you been looking for a home?
- Are you working with a Realtor already?
- Are you prequalified for a loan? (If so, how much?)
- How soon are you looking to purchase?
- What’s your biggest need and how can I help?
- When would be an appropriate time to follow-up?
- I have some great information on the current buyers/sellers market, would you like me to pass this along to you?
Your Goal…Determine the best course of action for further dialogue
Qualifying & Categorizing Leads
Categorizing Leads
BA
C D
• Looking to buy in 3-12 mos.
• Not prequalified
• Family or friend is Realtor
• Looking to buy in 4-6 weeks
• Prequalified (or close)
• Does not have a Realtor
• Looking to buy in 2-3 months
• Knows price-point but no financing yet
• Still interviewing Realtors
• Not sure when/if they’re looking to buy
• Not possible to secure financing
• Thinks a Realtor is overpaid
1. Buyer & Seller Trends
2. Profiling the Online Buyer & Seller
3. Growing Your Buyer & Seller Pipeline
4. Qualifying and Categorizing Online Leads
5. Communicating with Your New Prospects
Agenda
Communicating with Your Prospects
“Leave no lead left behind.”
Bob WinklerRE/MAX Preferred
Premier Agent - San Antonio
Communicating with Your Prospects
Always… • Add Value
• Act as a Resource
• And Conclude w/a Question
Reaching Zillow’s 9 Million Visitors Premier Agent Availability
Your market open?
Lets find out!
Questions?
(206) 515-8261
Reaching Zillow’s 9 Million Visitors Premier Agent Availability
75% 98101 = 8,000 Ad Views = $145.30/Month25% 98105 = 9,000 Ad Views = $232.90/Month100% 98125 = 27,000 Ad Views = $605.20/Month50% 98133 = 13,000 Ad Views = $142.80/Month25% 98144 = 6,000 Ad Views = $306/Month25% 98177 = 6,000 Ad Views = $147.9/Month