internet lead generation

INTERNET LEAD GENERATION

Steve and Kat Sanders

951-847-7353

[email protected]

Goal of the Class:

Introduction

Page 3

Why You Are Here

Internet Lead Generation is designed to teach you how to create an effective web presence, generate a massive amount of leads to it, and convert those leads into active clients. We will also show you how to create your economic strategy, how to budget for your Internet presence, and how to integrate key hires for your Internet business into your team.

• The Internet in Real Estate

• The Internet Economic Model• The Internet Lead Generation Model:

Create and Maintain Your Internet Presence

• The Internet Lead Generation Model:Lead Generate for Traffic

• The Internet Lead Generation Model:Capture, Cultivate, and Convert Leads

Introduction

Page 4

What You Will Learn

• The Internet Budget Model

• The Internet Organizational Model

• Putting It All Together

Introduction

Page 5

What You Will Learn

Objectives

• The Internet

• The Goal of a Real Estate Website

• What Is an Internet Lead?

• The Online Consumer Experience

• Internet Mythunderstandings

• The Four Key Models

Page 8

Chapter 1: The Internet in Real Estate

• What is it?1969 – U.S. Department

of Defense1983 – Concept of the

“Internet”1991 – CERN1993 – Mosaic (first

web browser)1990 – Archie (first

search engine)1996 – Internet adopted

by pop culture

Fig. 1.1 First website – CERN’s WorldWideWeb site created by Sir Tim Berners-Lee

The Internet in Real Estate

Page 9

The Internet

• Do people use it?• 79% of Americans go online• Spend an average of 13.3 hours per week on Internet• 66% access the Internet from home

• How do they use it?• Internet shopping (consumer revolution)• Email, instant text messaging, etc. (communications

revolution)• Mobile Internet access

The Internet in Real Estate The Internet

Pages 9-10


Page 10

The Internet

Question

What has the Internet allowed you to do that you couldn’t do before?


Page 11

The Goal of a Real Estate Website

Question

Why do consumers go to a real estate website?

1. Homes for sale

2. Information about an area

3. Value of their home

Only 3% of Internet buyers went online to look for an agent in 2005.

Answer


• The Enticement• Birth of “multiple listings” concept• Growth of Multiple Listing Service (MLS)• Arrival of Internet Data Exchange (IDX)


Pages 11-12


• Lead Capture• IDX Registration• Buyer Instant Notification System (BINS)

• CMA Request Form – Homevalues.com


An IDX tool that allows buyers to save their searches and automatically receive emails of new, matching

MLS listings from your site.

A BINS is …

Page 13

Common Consensus:

An Internet lead is “any consumer who registers through a website.”

Two problems exist with this definition:• Tracking the Lead Source• The Mind-Set

The Internet in Real EstateWhat Is an Internet Lead?

Page 14


Page 14

What Is an Internet Lead?

Question

What’s the purpose of sourcing your leads?

Agents source their leads to determine:• Where their business is coming from.• And, therefore, where they should

spend their advertising dollars.

Answer

1. Tracking the Lead Source

2. The Mind-Set

Think of your website leads in terms of an open house.

TruthThe most successful agents view the Internet, not as a

generator of immediate business, but rather as a generator of immediate contacts—food for their

databases.


What Is an Internet Lead?

Pages 15-16

The Online Consumer Experience

• Consumer Adoption of the Internet

• Who Is the Online Consumer?

• Do Online Consumers Use Agents?

• How Do Online Consumers Find Their Agents?

• Who Do Buyers Go Online?

• What Websites Do Buyers Visit?


Page 17

1. Consumer Adoption of the Internet

Fig. 1.2 (Source: NAR “2005 Profile of Home Buyers and Sellers”

*Data for “Found Agent on the Internet” unavailable before 2000)


Page 17


1. Consumer Adoption of the Internet (cont.)

Fig. 1.3 (Source: NAR “2005 Profile of Home Buyers and Sellers”)


Page 18


Internet

User

Non-Internet

User

Age 39 46Marital Status 93% married 79% married

Household Income

$185,100 $151,200

Method of Finding Agent

88% aggregate site

60% search engine

47% yard signs

47% advertisements

Weeks spent searching before contacting agent

4.7 1.6

Weeks spent searching with

agent2 7

Agents interviewed

1.4 3.3

Preferred Method of

Communication

85% email

45% phone

100% phone

32% in person

Homes Visited 6.2 14.5Satisfaction with Agent

89% very satisfied

36% very satisfied

2. Who is the Online Consumer?

Fig. 1.4 (Source: CAR “2005 Internet vs. Traditional Buyer Study" and NAR “2005 Profile of Home Buyers and Sellers”)


Page 19


Two important characteristics about the profile of Internet consumers:– It’s a profile of Internet buyers—not sellers.– The Internet has made finding homes for

buyers easier for agents.


Page 20



3. Do Online Consumers Use Agents?




4. How Do Online Consumers Find Their Agents?




7% of all buyers and 1% of sellers say they found their agents through the Internet.

86% of Internet buyers found their agent online.

CARNAR

Do Buyers and Sellers Find Their Agents Online?

Fig. 1.7 (Source: CAR “2005 Internet vs. Traditional Buyer Study” and NAR “2005 Profile of Home Buyers and Sellers”)

Page 23


4. How Do Online Consumers Find Their Agents? (cont.)


5. Why Do Buyers Go Online?



5. Why Do Buyers Go Online? (cont.)

Page 25





Page 26

6. What Websites Do Buyers Visit?




Internet Issues

Page 27

The CRT’s “2005 Technology Efficiency Study” shows that only 68% of Realtors have a website

and 60% of those who have a site don’t do anything to maximize traffic.

Are Agents Using and Marketing Websites?

The Six Mistakes between You and Success on the Internet Are …

The Internet in Real EstateInternet Errors

Page 28

Myth One

I’m not a “techie.”


Nor should you be! Hire somebody or use templates.

Truth

Pages 28-29

Internet Issues

Myth Two

I don’t need a website.


Yes, you do. You just don’t know it yet.

Truth

Internet Issues

Myth Three

If they need information, they can just call me.


Sure they can, but that’s not the point.

Truth

Internet Issues

Myth Four

Websites are too expensive.


No, they don’t have to be, and besides, they’re a great investment.

Truth

Pages 31-32

Internet Issues

Myth Five

I can’t compete on the Internet.


Yes, you can, and it’s simpler than you think.

Truth

Internet Issues

Myth Six

Internet leads aren’t good leads.


Every lead is a good lead if you have an effective way to convert it.

Truth

Internet Issues

Myth Seven

My web site should be all about how good I am.


People don’t care how good you are. They are there to get information. Give them what they want.

Truth

Page 33

Internet Issues

We asked Internet agents:– How many visitors were coming to their site?– What percentage were buyers and what percentage were

sellers?– How many registered?– How many of those registrations turned into appointments? – How many of those appointments turned into agreements? – How many of those agreements turned into closed sales?

The average conversion rates were … (see next slide.)

The Internet Economic Model

Page 39

Points of Conversion

Seller Rates Buyer Rates

Visitors by Type 15% of total visitors 85% of total visitors

Visitors to Registrations

20% 3.25%

Registrations to Appointments

5% 5%

Appointments to Agreements

80% 65%

Agreements to Sales 65% 80%

Website Conversion Study (Fig. 2.1)

Page 39


Top agents in our study received between 70,000 and 120,000 visitors to their site

per year.

Let’s look at what happens if your lead generation efforts drive 100,000 visitors

per year to your website …


Page 41

Conversion Rates

Total Visitors to Site

100,000

Seller Side Rate1 Buyer Side Rate Ideal Buyer 2 RateVisitors by

Type15,000 15% 85,000 85% 85,000 85%

Visitors to Registrations

3,000 20% 2,762.5 3.25%

5,950 7%

Registrations to

Appointments

150 5% 138.13 5% 595 10%

Appointments to

Agreements

120 80% 89.78 65% 416.5 70%

Agreements to Sales

78 65% 71.83 80% 333.2 80%

Gross GCI3 $468,000 $430,950 $1,999,200Total Gross

(Seller + Buyer)$898,950 $2,467,200

Cost of Sale $46,800 10% $215,475 50% $999,600 50%Expenses $140,400 30% $129,285 30% $599,760 30%

Net $280,800 60% $86,190 20% $399,840 20%Total Net $366,900 (41%) $680,640 (28%)

1There was little variance in seller conversion rates, so no ideal seller rate.2“Ideal Buyer” column uses the best registration, appointment, and agreement rates found among agents in the study.3Assumes average commission of $6,000.

Page 41

Fig. 2.3

Buyers are the Overwhelming Majority of Website Visitors• 85% of visitors were buyers

• 15% of visitors were sellers • Sellers are Much More Willing to Register

• 20% conversion rate for sellers• 3.25% conversion rate for buyers

Page 42

• Number of Visitors• Where you advertise• What you advertise• How you advertise

• Visitor to Registration Conversion Rate• How well your site matches your marketing promise• How quickly consumers are able to find what they're

looking for• How you get consumers to register

• Registration to Appointment Conversion Rate• Whether your follow-up meets their needs• How aggressive your follow-up is• How consistent and sustained your follow-up is

Page 47

The Internet Lead Generation Model

Elements of a Great WebsiteAnatomy of

a Website

6.6. Points of Interest Points of Interest

1.1. Page Title Page Title

2.2. Navigation Navigation

3.3. Header Header

4.4. Body Body

5.5. Body Body

7.7. Ask for the business Ask for the business

Elements of a Great WebsiteWhat Makes a Website Great

Question

What really makes a website great?

Page 53

Answer

A great website is one that captures leads.

Elements of a Great Website

Myth

People go to my site to find out about me.

Internet consumers want to see properties and home values.

Truth

Page 53

•Why are they there?•Emphasize what they are looking for•Make what they are looking for easy to find•Don’t baffle them with bull, dazzle them with brilliance

“Put what they want at the front of the store.”

– Sam Walton, founder of Walmart

What Should Your Website Have on It?

Fig. 3.3

IDX and CMA are the two most important tools your site will have and the links to these tools should be the most prominent features on

your homepage.

• General– Credible, Branded Image

What are some things that you wouldn’t have on your site because they

would annoy visitors?

Question

Page 56


• General (cont.)– Calls to Action

• Sign up• Email me• Call me

– Compelling Domain Name• Keep it simple• Make it relevant• Get creative


Pages 56-58

Domain Name


Myth

All of the good names have been taken.

Through creative wording, use of spacing characters like hyphens, and different

top-level domains (e.g., .com, .net, .info, etc.) the possibilities are endless.

Truth


Page 59

• Buyer: Tools– IDX/KWLS Search

• BINS Listing Drip• Search Saver• IDX Property Forms

• Buyer: Tools– IDX Map Searching– Featured Property Forms

Buyer: Content– Community/Neighborhood– Home-buying Process– Schools– Relocation– First-time Buyer– Mortgage

Page 63

• Seller: Tools– Home Value Request– Enhanced Featured Properties

• Detailed descriptions• Multiple photos• Virtual tours• Property-specific domains

Pages 64-65

• Seller: Tools (cont.)

Multiple Photos for Your Listings

Page 66

Seller: Content– Market Statistics– Home-selling Process Information– Refinancing Information

Page 67

Truth

Great content is everywhere.

Content

Pages 68-69

1)Community Organizations2)Using What You Have3)Buying Content

Target Marketing with Multiple Websites

1. Main Site

Features:

1. IDX with Search Saver

2. Comparative Market Analysis

3. Buyer and Seller Content

4. Keyword- or Brand-oriented Domain

Name (e.g., TulsaHomes.com or JaneSmith.com)

Marketing: search engines

3. Seller Site

Features:


2. Seller Content

3. Seller-oriented Domain Name (e.g., Cityhomevalues.com)

Marketing: Just Listed/Sold postcards

4. Niche Site

Features:



3. Niche-specific Content

4. Niche-oriented Domain Name (e.g., name of neighborhood, property type, etc.)

Marketing: geographic farming.

2. Buyer Site

Features:


2. Buyer Content

3. Buyer-oriented Domain Name (e.g.,Cityhomesearch.com)

Marketing: homes and land magazine

Target Marketing with Multiple Websites

How to Have Multiple Sites and Only Pay for One

Create the illusion of multiple sites with separate domain names that point to different pages of your website.

Page 73

Template or Custom Website?

Page 76

Myth

I have to have a custom website.

For most purposes, a template site works just as well.

Truth

Template or Custom Website?Three main reasons agents purchase a

custom website:– Aesthetics/Branding– Functionality– Search Engine Optimization (SEO)

TruthIt is much more difficult to get to the top of search

engine results using templates than it is using a custom site.

The Path to a Custom Site

Template or Custom Website?The Internet Lead Generation Model

• The Internet Lead Generation Model• Elements of a Great Website• Target Marketing with Multiple Websites• Stealth Websites• Template or Custom Website?

What are your Aha!’s?

Page 80

We Have Talked About …The Internet Lead Generation Model

Objectives• Internet Lead Generation• The Path of the Internet

Consumer to the Agent• Offline Marketing• Search Engine Marketing• Related Sites Marketing• Measuring Success

Page 82

Chapter 4: The Internet Lead Generation Model – Lead Generate for Traffic

Internet Lead Generation

“Many business executives who begin to build an Internet presence for their firm are surprised to learn that the effectiveness of their Internet presence requires that they advertise it. ‘Advertise my advertising?’ Yes, advertise your advertising.”

- Barbara G. Cox and William Koelzer, Internet Marketing

Page 83


Internet Lead GenerationThe Internet Lead Generation Model

Page 83

Truth

You have to market your site if you want visitors.

Internet Lead GenerationThe Internet Lead Generation Model

Page 83

For the top Internet agents, it’s simple …

If consumers are beginning their search online and the first agent to the table

wins, then it makes sense to be where the consumers are to increase your

odds of being first.

The Path of the Internet Consumer to the Agent

60 % of Internet buyers say they found their agent through search engines.

However, of the same buyers, 88 % say they found their agents on listing aggregator sites (e.g., Realtor.com).

According

to CAR


Page 84

They go looking for listings, and when they find your listing, they find you! This is

why promoting your listings on as many sites as possible is so important.

In other words …

The Path of the Internet Consumer to the AgentThe Internet Lead Generation Model

Fig. 4.1

The Path of the Internet Consumer to the AgentThe Internet Lead Generation Model

Page 86

The top Internet agents take a balanced approach, marketing their websites both online and offline.

The key to successful website

lead generation …

1. Offline Marketing

QuestionKnowing that buyers want houses and

sellers want home prices, what do you think the two most important calls to

action to drive consumers to your site would be?


Page 87

Get your free home evaluation.

For Sellers

Search for homes for sale in the area.

For Buyers

Your Main Marketing Messages

Offline Marketing Sources– Yard Signs– Fliers– Print Ads– Direct Mail– Promotional Items

1. Offline MarketingThe Internet Lead Generation Model

Page 88

A Primer on Search Engines

• Which Search Engines Matter

• How Search Engines Work

• The 2 Ways to Get Results through Search Engines

• Keyword Competition on Search Engines

2. Search Engine MarketingThe Internet Lead Generation Model

Page 90

Fig. 4.3 Nielsen NetRatings Search Engine Ratings, November 2005

NOTE: These percentages will change over time. To find up-to-date numbers for these ratings, google “Nielsen NetRatings.”

1. Which Search Engines Matter


Page 90

• How Search Engines Work– “Indexing”– Submit your site– Search engine will send out “crawler” bots– Keyword matches


Page 91

3. The 2 Ways to Get Results through Search Engines


Fig. 4.4 The Two Types of

Search Engine Results

Pages 91-92


Page 92

4. Keyword Competition on Search Engines

41 % of search engine users won’t go past the first page of results, and 26 % stop

after the second page.

iProspect, a search engine marketing firm, found …


4. Keyword Competition on Search Engines (cont.)

• How to Choose Your Keywords Wisely• Targeted Keywords Can Help You Compete• Keywords Will Determine Your Online Business

TruthWhich keywords you choose will not only

decide how much traffic you get, but it will also determine the type of

business you get.

Pages 93-94

• Marketing through Paid Results


Page 95

Fig. 4.6 Google Sponsored Links

5 Steps to Set up a Pay-per-click Campaign– Write your ad text. Tell Google which webpage on

your site you want to show up in your pay-per-click ad.

– Decide which keyword(s) you want to bid on for that page.

– Set a daily budget.– You will then set your maximum cost per click,

which is the most you will pay per click.– Activate your account.

Pages 95-96


2. Search Engine Marketing

Go Slow


Page 97

Tip

It’s not necessary to have the highest bid in order to win the top spot on search engines. So

start your bidding low.


• Marketing through Organic Results

Two things that will get your site ranked– Keyword Density– Site Popularity


Search Engine Optimization (SEO) is … Search Engine Optimization (SEO) is the art of trying

to get to the top of organic search results.

We say art because getting your page ranked in the organic search results is more of an art form

than a science.

Pages 98-99

The Internet Lead Generation Model2. Search Engine Marketing

Page 100

Write for consumers, not search engines.

Keyword Density Golden Rule

1. Keyword Density

1. Keyword Density Keyword Density Elements

– Page Title– Domain Name– Page Content– Alt Tags– Meta Tags– Links


Page 100


– Page Title

– Domain Name– Content


Fig. 4.7 Page Title in Organic Ad

Fig. 4.8 Heading

Pages 101-102


Part of the program code of your website that allow you to get credit for keyword-related pictures on your site with

search engines.

Alt Tags are …


Page 103

– Keyword Density (Elements)

– Meta Tags

– Links


Part of the program code of your website that allows you to list the keywords you think are relevant to your site content.

Meta Keywords are …

Part of the program code of your website that describes

your site to search engines and consumers.

A Meta Description is …

Pages 103-104


2. Site Popularity• Anchor Text Links

• Trading Links• Popularity• Relevance


Pages 105-106

Fig. 4.11 Anchor Text


Warning!

Be careful of who you trade links with. One of the big taboos in link trading is trading with “link

farms.” These sites have no relevant content and serve as nothing more than a place to

post links to several sites. Search engines do not like link farms and when they discover

them, will banish the farm site, as well as the sites they traded links with.

Page 107


Be Patient


Tip

According to Google, getting to the top of the organic and paid results simultaneously can bring three times the number of clicks than if you simply placed in organic results alone,

and six times the number of clicks than getting to the top of paid placement alone.

Pages 107-108


Hiring Out SEO


Truth

You’re an agent, not a programmer. If you don’t know how to optimize your site, hire someone

who does.

Page 108

• Listing Aggregators– Realtor.com– Craigslist– Google Base

• Directories

• Site Advertising

• Third-party Lead Sellers

3. Related Sites MarketingThe Internet Lead Generation Model

Pages 109-111

Figure 4.13 Realtor.com

http://www.realtor.com/


Measuring Success

How do you measure the success of your website?

• How many unique visitors are coming to your site?

• What drove them to your site?• How many visitors are going to each

page?• How many visitors are registering for your

various forms?Pages 112-113


• Internet Lead Generation• The Path of the Internet Consumer to the

Agent• Offline Marketing• Search Engine Marketing• Related Sites Marketing• Measuring Success

What are your Aha!’s?

We Have Talked About …The Internet Lead Generation Model

Page 114

Objectives

• Lead Capture

• Lead Cultivation

• Lead Conversion

Chapter 5: The Internet Lead Generation Model – Capture, Cultivate, and Convert

Leads

Page 116

The 3 C’s of Follow-Up

Fig. 5.1


Page 117

1. Lead Capture

• The 6 Online Lead-Capture Opportunities– IDX Search– IDX Property Forms– Featured Listing Property Forms– CMA Request– Reports– Contact Form

Page 118


• IDX Search

• The 3 Philosophies of Lead Cultivation– Passive– Active– Interactive

Truth

In our research, the most successful agents at converting registrations were those who personally follow

up with leads.

• Quick Response• 85% of Internet buyers say email is their

primary means of communication [CAR 2005 survey].

• When consumers email an agent, their expected response time from that agent is:• 21% expect a response instantly• 23% expect a response within thirty minutes• 17% expect a response within four hours

Page 130

Using Email and Text-Messaging to Respond Quickly

Truth

Quick response not only determines if you’ll get to work with them, it also determines whether you’ll get to work with them a second time.

Pages 130-131

• Compelling Content– Send Buyers:

• Emails about the buying process• Emails about the local market• Emails with mortgage information• Notices about new properties you’ve listed

– Send Sellers:• Information about selling a home• Information about the market• Tips to help them prepare to sell their home

Page 133

• Consistent CommunicationTiming is everything—and Internet leads take time … but

patience is a virtue with these leads.

A study by Real IQ of RealEstate.com’s Internet leads found:

1) Of those that closed, 65 % closed within six months of their registration (almost half of these closed between months three and four).

2) And of those that closed, 34 % closed seven to twelve months after registering.

Page 134

Your Website as a Tool at the Appointment• The Listing Appointment

3. Lead Conversion

• The Buyer Appointment• Explain to buyers that they will be set up on the

agent’s listing drip system • Explain to buyers that when they see a home that

they want to tour, they should let the agent know immediately

Page 141

Lead Generation Budget

$1,50015%3. Advertising on Related Sites

$2,45024.5%2. Search Engine Marketing

$6,05060.5%1. Offline Marketing

Dollar Amount to Source

Percentage to Source

Marketing Source

Lead Generation Costs for 17 Closed Units

Internet Budget

• Tracking Return on Investment• The Four Internet Budget Categories

The Four Internet Budget Categories

Operating Expenses

1. Technology

1) Website Setup

2) Website Maintenance

2. Lead Generation

3. Salary

Cost of Sale 4. Cost of Sale

Internet Budget Model

1. Technology Line Items• Website

Setup

The Internet Budget Model

Page 151

Fig. 6.5 The percentages shown for each line item represents the percentage of total expense of Website Setup.


1. Technology Line Items (cont.)• Website

Maintenance


Page 152

Fig. 6.6 The percentages shown for each line item represents the percentage of total expense of Website Maintenance.


• Lead Generation Line Items


Page 153

Fig. 6.7 The percentages shown for each line item represents the percentage of total expense of Lead Generation.


• Salary Line Item


Internet Operating Expenses

Level 1 Level 2 Level 3 Level 4 Level 5 Level 6

1. Website Setup $2,975.00 $2,975.00 $8,495.00 $13,004.00 $19,404.00 $25,804.00

2. Website Maintenance

$3,016.00 $3,274.00 $8,394.00 $14,136.00 $25,635.00 $32,255.00

3. Lead Generation

$600.00 $1,400.00 $5,070.00 $10,010.00 $23,100.00 $33,300.00

4. Salaries $0.00 $0.00 $5,000.00 $12,000.00 $24,000.00 $24,000.00

TOTAL INTERNET

OPERATING EXPENSES

$6,591.00

$7,649.00

$26,959.00

$49,150.00

$92,139.00

$115,359.00

Internet Budget• Cost of

Sales Line Item

Internet Chart of Accounts Definitions

• Website Setup Line Item Definitions– Custom Site Creation– Computer– Camera– Template Setup– Portable Internet Device

Pages 155-157


• Website Setup Line Item Definitions (cont.)– Videos, Virtual Tours, Podcasts– Enhanced IDX– Contact Management Software– Standard IDX Solution

Pages 157-158


• Website Maintenance Line Item Definitions– Ongoing Site Development– Contact Management Software– Internet Connection– Server– Computer Maintenance

Pages 158-160


• Website Maintenance Line Item Definitions (cont.)– Enhanced IDX– Portable Internet Device– Template Renewal– Videos, Virtual Tours, Podcasts– Standard IDX Solution

Pages 160-161


• Website Maintenance Line Item Definitions (cont.)– Domains– Webmetrics– Hosting

Page 161


• Lead Generation Line Item Definitions– Pay-Per-Click– Search Engine Optimization– Realtor.com– Follow-up Marketing– Lead Aggregator– Advertising on Related Sites

Pages 162-165


Two Key Internet Hires

From Job Functions to Team Roles

Truth

As your business grows, so too will your staff. Leverage through hiring can be both a way to do more of the things

you can do and a way to do things you do not know how to do.

Two Key Internet HiresLead Coordinator

Three Team Members Suited for Lead Follow-up:– You the Mega– Your Lead Specialist– Your licensed Lead Coordinator

Lead Coordination in the Internet Model

• Lead Management – recording leads as they come in, assigning the leads to the appropriate Buyer or Listing Specialist, and tracking the conversion of leads.

• Lead Follow-Up – servicing the needs of the lead and actively trying to convert them into an appointment.

Two Key Internet Hires

Job Duties of a Lead Coordinator

• Answer incoming calls and emails• Perform needs analysis• Record leads and lead sources in the database and launch leads on

follow-up action plans• Send out requested information• Place incoming buyers on IDX listing drip• Monitor IDX administration tool• Follow up with leads as necessary for conversion• Schedule buyer and listing consultations

• Assign leads to Buyer and Listing Specialists • Obtain client testimonials and referrals• Provide lead follow-up tracking, appointments, and conversions

reports to the Lead Specialists and Team Leader

Two Key Internet HiresWebmaster

• Outsourced Webmaster• In-House Webmaster

Job Duties of an In-House Webmaster

• Build custom sites• Update and maintain existing sites• Create virtual tours• Manage search engine marketing and advertising on related sites• Create and manage content for websites• Maintain hosting, domain names, and email accounts for the team• Create graphics and logos for websites and marketing materials• Maintain office computer network (preferred)

The Path to Internet Leverage

Question

What parts of your Internet presence could an assistant help maintain

for you?

The Internet Organizational Model

Page 179

Create virtual tours and post listings to website.

Help create content for your site (such as finding content from other sites like the chamber of commerce).

Help with follow-up.

Database leads if your website doesn’t feed directly into your contact database.

Send leads requested information, such as pre-listing packet or relocation packet.

Answer

Are You Ready to Hire?

Page 181

Question

When or how will you know when it is time

to hire a Lead Coordinator or Webmaster?

Are You Ready to Hire?Three Key Questions

– Who is going to do it? People

– How will they do it?Systems

– What will they do it with?Tools

Truth

There is no job too small to subcontract.

Pages 181-182

• Two Key Hires• The Path to Internet

Leverage• Are You Ready to Hire?

Internet Lead Generation Action Plan

Target Outcome• Get to the next phase in your Internet business.

Action Steps– Take a look at your Action Plan checklist. Make

sure you have checked off all accomplished items.– Assess where you are for each major topic.– Make sure that you have set attainable and time-

bound goals around taking the next steps in growing your Internet business.

Putting It All Together

Page 187

internet lead generation

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