lead generation and incubation
DESCRIPTION
Tuesday, October 16, Tech SummitTRANSCRIPT
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Lead Generation
Jason Jakus
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Questions we must ask!
• What Business Are We in?• How do we attract customers?• Am I set up for success?• Do I have the systems I need to be
successful?• What is my plan when I leave here today?• Am I in control of my business?
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Getting the Right Leads
• Brands Must be Congruent• Establish Your Brand Identity
– Who You Are– Who You Represent– Your Niche - Geographical, activity, – What is your differentiator? – Colors Mean Everything– Strong keyword-rich Domains for your
website
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Brand - Who You Are
• Public Profiles - Use 1 Profile, no more than 15 sentences or 500 characters
• Logo• Slogan/Motto• Photo - updated, brand appropriate•
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Agents earning over $ 250,000 Net Per Yr. common denominators• Work an avg. of 4.8 different lead types• Prospect an avg. of 12.2 hours per week• Invest an avg. of 28% of GCD back into
their business• 100% have a 5 year STRATEGIC PLAN• Avg. Work Week is 52 hours per week• Work Out 3 times or more per week• Had a brand and niche or specialty• Embraced Technology
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Cost Effective Lead Generation
• Your Website• Lead Generation Websites• Social Media• Direct Mail• Online Directories• Major Real Estate Websites• Networking
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Personal Website
Social Media
Online Directories
Real Estate Websites
Squeeze Pages
Banner Advertising
LEADS
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Lead Generation Strategy• Use Unique Domains to Track Progress
– Point the domain to main website– Measure clicks through each Domain
• One Main Domain for Website• Use Google Analytics for tracking• Use Multiple Points of Entry on website• Leverage Social Media• Focus on 3 lead sources to start
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Domain Examples
• Main Website: www.SWFLProperties.com• Real Estate Book:
www.FLForeclosureReport.com• Trulia: www.FMBeachCondos.com• NationalHomeSearch.com:
www.CheapSWFLHomes.com• Vehicle Wrap:
www.JakusRealtyTeam.com• Business Cards:
www.LeisureAmericanRealty.com
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Internet Leads
Mouse Trap Website Fuel (PPC) CRM
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Personal Website
• Lead Capture • IDX (MLS Search)• Free Reports - Buyers Reports• Video Testimonials• BLOGS (drives SEO)• Meta Tags• Key-Word Rich Local Content
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FREE Website Fuel
• www.submitstart.com • Email Signature, Business Cards,
Letterhead• All Print Ads• Craigslist• Facebook (Include Website)• LinkedIn• www.FreeTrafficSystem.com• ALL YOUR PROFILES
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Real Estate Websites• Zillow• Trulia• Realtor.com• Homes.com• RedFin.com• HotPads.com• FrontDoor.com
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Social Media
• Social Media is 21st Century “Word of Mouth”
• Risk Of Social Media• Expand Your Circle of Influence• Network don’t sell • Blend Social Media with Face to Face• GOAL: Seven Deals from Social Media
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Social Media
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Market Share of Social Media
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Social Media Platforms
• Blog• YouTube Video• LinkedIn Network Update• Twitter status update feed• Facebook status update• Flickr pictures (listings)• Box.net (Association Documents)• Yelp.com
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YouTube Strategy
• Create neighborhood video (niche)• Create Agent Video Commercials (niche)• Upload Testimonials of clients• Video Blogging• Include a Lead Capture Phone #
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Power of Squeeze Pages
• www.wix.com • www.pagewiz.com• Use Squeeze Pages on Craigslist (HTML)• Point Domains to Squeeze Pages• Use Free Traffic or print to drive get leads
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The System At A Glance
• Get Your Brand Set• Obtain a unique Domain(s)• Create Your Website / Buy Website• Use Free and Paid traffic Resources• Leverage Video and Testimonials• Link everything together • Measure your success
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Wrap Up
• Pick two lead generation tools• Research through Google to set up the
“automated system”• Be Consistent• Spend 1 hour per day generating leads• You will have to spend some money on
your business
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Lead Incubation
Jason Jakus
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Learning Objectives• 5 Laws of Managing Incoming Leads• Quick Sorting Leads• Scripts and Dialogues - Why they work• 10 Must Haves Features for a CRM• 7 Strategies for Responding to Leads•
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Many agents receive leads; few have a system to convert them into • Have follow-up materials ready• Customize your email and phone follow up
to each lead• Find out what they want• Utilize a quality Customer Relations
Manager• Understand Your Strategy to Build the
System
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5 Laws of Managing Leads• A lead must be treated with a quick
response• Responses via phone call increase the
conversion by 3 times over email• Generic Drip Mail Campaigns Don’t Work• You must determine the “grade” of a lead• All Lead Response must be systemized
using a CRM
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0 38 75 113 150
First 15 Min.
15 - 30 min.
31 - 60 min.
over 60 min.
Drip Mail Phone Call
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Quick Sorting Leads by BANT• Budget, Authority, Need, Timeline• Use Quick Scores
– Ac:vity (on 2 :mes per week +) = 3pts–Completeness of Form = 5pts.
•Name (1), Phone (2), email (2)–Returns to Website = 1pt.–Responds to email = 2pts.–Clicks on link in email = 1pt.
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Scripts & DialoguesWhy they work?• Quality of Sales skills can dramatically
influence earning potential• Builds consistency and confidence• 100% of Real Estate Professionals
earning $ 250,000 or more use them• Must learn to develop and deliver them
without sounding scripted• 2 Hours of Practice Per week to perfect• Difference Between Amateur and
Professionals is the Verbal Delivery
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10 Things A CRM Must Have• Ability to use mobile• Able to take notes to build affinity• Ability to assign action plans or drip mail• Ability to manage incoming leads• Ability to manage a transaction• Affinity or VIP section (music, sports, etc.)• Task and Calendar• Ability to segment leads• Ability to Export or Import Contacts• Must be intuitive and expandable
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7 Strategies for Lead Response
• The agent that answers first wins• Put all leads into a CRM• Get them to opt in to your social media• Quick Sort all leads - time is money• Connect on a personal level• All Leads are Good Leads• Leverage your CRM
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Your CRM
• $ 400 per year• Second Most Important tool• Must be customizable• Drip Mail VS Action Plan• Able to Import Your Current Leads• Tags or Source Types (Quick Scoring)• Must work on Mobile Device
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No Such Thing as a Bad Lead• Identify Buying Timeframe – Script
Questions• Keep Incubating the Lead with drip mail
with CRM• Keep In Touch with All Leads• Never throw out a lead – A lead is money!• Again, Drip Marketing to keep contact with
lead
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6 Simple Rules - Lead Generations/Incubation• Multiple Points of Entry
– Seller and Buyer Portals• Item of Value for Customer’s Info• Contact Leads within 30 minutes• Have a high quality multi touch drip mail
campaign for incubation• Buying Cycles Vary - be patient• Pay Per Click = Throttle
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Responding to Leads
• Phone calls within 1 hr.• Your Value Proposition• Making it mobile• Reply instantly by email• Track lead quality and cost• Incubate Leads
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Create a professional follow-up package• A cover letter / thank you letter recapping
your initial contact• Your resume, including professional
accreditations such as REALTOR®• Relevant reports, such as CMAs and
Neighborhood Reports• Sample marketing materials, including
flyers and newsletters
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Following Up On Aged Leads
• Did they buy or sell a home (or are they still in the process)?
• If so, ask them how it went and thank them for their time.
• If not, ask them if they are still interested, their time frame for moving, and what they have been waiting for (or what has been preventing them from moving)
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More Information
• http://www.slideshare.net/JJakus• http://www.linkedin.com/in/jasonjakus• Tech Agent Expert• @JasonJakus on Twitter
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