fall in love with online consumers

Fall in Love with ONLINE

CONSUMERSBy Pranav Pandya

Franchise Development Manager

RE/MAX Mumbai Gujarat Maharashtra


Agenda

• Understand the demographic of online consumers

• Identify the three type of lead and their characteristics

• Top 5 must have’s your website to cash online consumers

• Use 4 strategies to guarantee lead engagement


Understand today’s online consumer

What information are consumers gathering online?

• Pictures and details about homes on the market

• Specific school information

• Neighborhood info and demographics

• Specific market conditions

• Short sale/foreclosure benefits and traps

• How to successfully purchase a home

• What is my current home worth?


Today’s choices…what are the real differences?

• Google, Bing, Yahoo

• 99acres, magicbricks, indiaproperty, sulekha.

• remax.in

• remax.com, global.remax.com, realtor.com

• Company branded websites

• Craiglist


How important is change?

• 1990’s to early 2000’s #1 video rental chain

• 60,000 employees in 2004

• 9000 total stores in 2004

• $6 billion in revenue in 2004

• Declined offer to buy Netflix in 2000 for a mere $50 million


Don’t be another Blockbuster!

• Filed bankruptcy in September 2010

• Auctioned off to Dish Network in April 2011

• Dish Network operates only 500 stores in the US

• Netflix revenue $3.2 billion as of 2012

• Netflix has now surpassed 20 million subscribers


Identifying Your Leads

Why they are important:

• Real estate is not a last minute decision

• It can take a consumer up to 1 year from the point they

decide they want to buy or sell to their actual time of action

• Reaching out the consumers not looking for you can cause negative feelings from the consumer

• You save time and energy by only reaching out to those leads who are looking for you


Be able to identify each demographic

• Traditionals

• Over the age of 66

• Most are retired

• Looking for more efficient living spaces

• Could be looking for vacation homes

• Still answers to print and email campaigns



• Group 1: Baby boomers

• Between the ages 47 and 65

• Very diverse set of needs

• Some are looking towards retirement

• Some have been hit hard by the recession and are looking to downsize

• Quite a few “empty nesters” who are in a home that too large now



• Group 2 : Generation X

• Between the ages of 35 and 47

• Most have purchased their first home but are ready to “trade up”

• Still some make up ”first time home buyers”

• Understands technology and utilizing search engines with keywords

• They value suburban amenities like good school, parks and neighborhood data



• Millennials

• Under the age of 35

• Many are interest in buying their first home

• They were born into technology and fully understand the internet

• Great understanding of search engines, websites and social media

• Know how to gather info on their own to enhance their buying experience


Be a Co-Pilot


Three type of online leads

• HOT Leads

• Characteristics:• Has provided a valid phone number

• They’re ready to buy

• Don’t know a buyer’s agent in that area

• Will work with the first agent to show knowledge/understanding their needs

• What works:• Get to them first! Respond now!

• Show your knowledge of the area/real estate

• Communicate clearly the information they are looking for



• Moderate Leads

• Characteristics:

• looking for information

• Went to the internet to do their own research but need help

• Need relevant content in order to make the best decision

• Usually wants to remain behind the wall of the internet

• What works

• You have to work these leads

• Use the tools available in your Pro system

• Share your personality

• Provide education using your knowledge

• Get them back on your site!



• Low leads

• Characteristics:

• Just looking at properties – probably 10-12 months out

• Doesn’t like to have 1:1 conversions, difficult to engage

• Might already have an agent

• Just browsing



• What works:

• #1 goal … drive them back to your website within 6 days

• Use the tools available in your Pro system

• Only reach out with relevant content and a value proposition

• NEVER just touch base, or random follow up

• Trust your system and tools


Three Secrets to Growing Your Business

Be Found Be Connected Be Involved


Challenges of Today’s Agent

Building, growing and managing a successful real estate business

• Generating leads

• Engaging leads

• Winning business

• Having fun

Generate leads

Engage leads

Convert leads

Continue relationshi

p


Consumer call to action

• Consumer satisfaction

• MLS

• Lead capture tool

• Updated, accurate community information

• Integration with CRM


What is your GCI(Gross Commission Income)goal

Suspects or website visitors

Leads

Prospects or contacts

Listing and buyers

Transactions

Income


Be Found


Tools needed for guaranteed Lead Engagement

• The technology to drive the consumer BACK to your site

• Having a (contact management) system that is CONNECTED to your site

Consumer

SystemSite


Doing one thing everyday to maximize NEW leads

• Goal: back to website (First 7 days)

• Scenario#1: Lead w/o alert• Day 1: send 2-4 recommended listings

• Day 3: send market insider data w/link

• Day 5: sign up for listing alerts-daily

• Day 7: sign up for market insider monthly newsletter

• Scenario #2: lead w/alert• Day 1: send market insider data w/link

• Day 3: send 2-4 recommended listings

• Day 5: sign up for market insider monthly newsletter


Doing one thing everyday to maximize NEW leads

• Goal: Structured and organized

• Group should be attached to a campaign• Minimum 4 touches a year

• Accelerate buyers timeline• Purposeful communication with knowledge


4 strategies to guarantee lead management

• Recommended listings

• Most relevant content to online consumer

• 9 out of 10 consumers start their search online to view homes

• Drives the consumer BACK to your site

• Eliminates other search engines

• Market insider

• Up to date neighborhood data

• Value proposition to your business

• Demonstrate expertise


4 strategies to guarantee lead management

• Listing alerts

• Consistent technology that drives your consumers back to your store

• Opens windows of relevant content

• Provides a reason for your prospects to contact you directly

• Marketing center

• Integrated print and email campaigns to drive consumers back to your site

• Relevant content based on different consumer demographics


Marketing assistance: Integrated print solutions

• Extensive library of marketing materials with MLS feed

• Campaigns, photo books, postcards

• Build your own content

• Greeting cards, folded cards, and eGreetings

• Wall calendars, sport schedules

• Gujarati/Hindi (local language)content

• Business cards, door hangers


Understanding today’s seller-educating

Why are they making their request?

• Need to downsize

• Need to find more space

• Need to transfer – employment

• Curious about home value b/c other homes have sold in the area

• Been thinking about it for months-getting ready for the spring/summer market

• Understand home values have increased-determining window of opportunity

• Determining if they are going to re-finance or sell

Action Item: Set up campaigns from marketing center based on motivation


Collecting information: Your first 7 days

• Goal: Back to website (first 7 days)

• Touch #1:

• Introduction

• Confirm info is estimate

• Provide value within 24 hours

• property market evaluation

• Recommended listings: when applicable



• Touch #2

• Communicate initial value at home

• Determine initial motivation

• Provide market insider link – data from 6 month average

• MC property market evaluation



• Touch #3

• Your experience – link to about you page

• MC. Farming/targeted marketing/why choose me?

• MC. Newsletters/market analysis

• What/how you differentiate

• Accelerating their timeline via education



• Touch #4

• MC. farming/targeted marketing/web follow up/seller

• Listing presentation: what you will offer• Visual s of marketing

• Website analytics

• Communication techniques

• Sign consumer of for monthly insider report


Providing relevant content: After 7 days

• Goal: Structured and organized

• Determine group based on motivation of lead

• Attach group to a relevant campaign

• Accelerate sellers timeline with education• Purposeful communication with knowledge

• Monthly market insider report

Thank You

fall in love with online consumers

Real Estate