REVISED EDITION An Agent’s Guide to Internet Lead Capture and Conversion Catch People in Your Web Breakthrough to Mastery

2 An Agent’s Guide to Internet Lead Capture and Conversion Main Ideas 1.Perspective on Internet Lead Capture and Conversion 2.Internet in Real Estate 3.The Internet Lead Generation Model 4.Track, Review, Improve

3 An Agent’s Guide to Internet Lead Capture and Conversion Perspective on Internet Lead Capture and Conversion Pages 7-8  A website is a great tool when it’s » Easy to find and use » Full of valuable information » Able to “catch” leads  The Internet is not a replacement for human interaction.

4 An Agent’s Guide to Internet Lead Capture and Conversion Perspective on Internet Lead Capture and Conversion (continued) Pages 8-9  Your website should work for you  Many websites are sources of free information with no obligation  Some websites require registration before access to anything  Success with a website is measured in appointments

5 An Agent’s Guide to Internet Lead Capture and Conversion Perspective on Internet Lead Capture and Conversion (continued) Page 10  When is a Lead a Lead? » Hits » Inquiries » Leads A lead is someone who is able, ready, and willing to do business now. GARY KELLER

6 An Agent’s Guide to Internet Lead Capture and Conversion Perspective on Internet Lead Capture and Conversion (continued) Page 11  Challenge—Get the Motivated Leads First! » Be the local economist/market expert » Understand the needs of buyers and sellers » Use your website to capture inquiries » Make a great first impression » Follow up on every inquiry  Too Many Leads?

7 An Agent’s Guide to Internet Lead Capture and Conversion Perspective on Internet Lead Capture and Conversion (continued) Page 12  Mindset—Consider the Opportunity » Display your knowledge and expertise » Provide relevant and timely information » Attract new customers » Respond in effective and automated ways » Catch people in your web

8 An Agent’s Guide to Internet Lead Capture and Conversion Perspective on Internet Lead Capture and Conversion (continued) Page 13  Address Your Fears and Get Help » KWRI Information Technology » Market Center technology specialist » Technology Masterminds » Mega Technology Camp » Internet Lead Cultivation Summit

9 An Agent’s Guide to Internet Lead Capture and Conversion Internet in Real Estate  Who Uses the Internet? Answer: Buyers and Sellers » 85% of all home buyers search online » 29% found the home they bought online » 23% found their agent online Page 15

10 An Agent’s Guide to Internet Lead Capture and Conversion Internet in Real Estate (continued) Page 16 Points of ConversionSeller RatesBuyer Rates Visitors by Type15%85% Visitors by Registrations 20%3.25% Registrations to Appointments 5%  Internet Conversion Rates—Baseline

11 An Agent’s Guide to Internet Lead Capture and Conversion Internet in Real Estate (continued) Page 16  Internet Conversion Rates—Baseline

12 An Agent’s Guide to Internet Lead Capture and Conversion Internet in Real Estate (continued)  Truths » A great website may bring you a lot of visitors, but it takes more than a great website to get a customer. » If you have a system in place to capture buyers and sellers and have a system to convert them, the Internet can yield great leads. » Buyers and sellers are looking for help and trusted advice from an agent. » Internet lead capture and conversion is a numbers game based on volume. Pages 17-18

13 An Agent’s Guide to Internet Lead Capture and Conversion Internet in Real Estate (continued)  Sellers on the Internet » Browse to analyze and research the market » Look at comparables » Have no loyalty to agents or companies they come across online » Want to understand the home selling process » Want agents to know their stuff and provide real value Page 18

14 An Agent’s Guide to Internet Lead Capture and Conversion Internet in Real Estate (continued)  Buyers on the Internet » Start early in their time line » Browse to analyze and research the market » Are very prepared when they are ready » Move quickly from website to website » Search online instead of driving to open houses » Want to understand the home buying process » Want agents to know their stuff and provide real value Page 19

15 An Agent’s Guide to Internet Lead Capture and Conversion Internet in Real Estate (continued)  Using Technology » eAgentC » ProManage/TOP PRODUCER » WolfNet » Video » Click to talk » Instant messaging Page 20

16 An Agent’s Guide to Internet Lead Capture and Conversion Internet in Real Estate (continued)  Two Reasons for a Website 1. Internet presence for your business » Show homes for sale » Help buyers and sellers understand the process » Communicate with buyers and sellers 2. Electronic office » MLS/KWLS » CMS » Tracking and reporting Pages 20-21

17 An Agent’s Guide to Internet Lead Capture and Conversion The Internet Lead Generation Model Page 22

18 An Agent’s Guide to Internet Lead Capture and Conversion The Internet Lead Generation Model (continued) 1. Create and Maintain an Internet Presence  Professional and up-to-date  Meet consumers’ basic needs  Easy to navigate and find information  Enticing offers that capture leads  Variety of contact methods  Avoid real estate jargon  Memorable website name Pages 22-23

19 An Agent’s Guide to Internet Lead Capture and Conversion The Internet Lead Generation Model (continued)  Buyers want » Property search » Buyer instant notifications (BINs) » Search savers » Community and neighborhood info » Home-buying process Page 23

20 An Agent’s Guide to Internet Lead Capture and Conversion The Internet Lead Generation Model (continued)  Sellers want » Home values » Market statistics » Home-selling process Page 23

21 An Agent’s Guide to Internet Lead Capture and Conversion The Internet Lead Generation Model (continued) 2. Lead Generate for Website Traffic  Online  Search engine optimization  Pay-per-click  Listing aggregation  Offline  Web address on yard signs, business cards, fliers, direct mail, all marketing Page 24

22 An Agent’s Guide to Internet Lead Capture and Conversion The Internet Lead Generation Model (continued) 3. Capture, Connect, Cultivate, and Close (The Four Cs) »Capture interested people »Connect with them on a personal level »Cultivate the relationship over time »Close for an appointment Page 25

23 An Agent’s Guide to Internet Lead Capture and Conversion Four Cs – Capture Pages  MOFIR—Make Offer for Immediate Response » Search the MLS for free » Best-buy list » Instant notification of homes for sale » Find out what your home is worth » See more about a property—virtual tours, price, etc. » Automated guidance » Foreclosures, distress sales, etc. » Free reports on the market

24 An Agent’s Guide to Internet Lead Capture and Conversion Four Cs – Capture (continued) Page 28  Capture with Filters—Registrations » “Skinny bait”—no registration required » “Fat bait ”—registration required

25 An Agent’s Guide to Internet Lead Capture and Conversion Four Cs – Capture (continued) Page 29  Registration Forms » Minimum Name » Optional Phone Location Buyer/Seller And more …

26 An Agent’s Guide to Internet Lead Capture and Conversion Four Cs – Capture (continued) Page 30  Notification of Capture » Voice message to phone » Text message to phone » » Automatic update to CMS (TOP PRODUCER)

27 An Agent’s Guide to Internet Lead Capture and Conversion Four Cs – Capture (continued) Your Capture System Page 31 Describe your current capture system. What offers do you make? Do you require registration? How many inquiries each day/week/month?

28 An Agent’s Guide to Internet Lead Capture and Conversion Four Cs – Connect Pages  Purpose of Connecting » Identify the motivation and readiness » Set an appointment » Provide custom answer » Build relationship » Move buyers to preapproval

29 An Agent’s Guide to Internet Lead Capture and Conversion Four Cs – Connect (continued) Pages  Speed Counts » Respond as quickly as possible » Provide real value  Contact Rules » Call back within 3 to 7 minutes » If busy, call again within 5 to 10 minutes » Try 3 times » Be friendly and relaxed » Always answer questions with questions » Close for an appointment

30 An Agent’s Guide to Internet Lead Capture and Conversion Four Cs – Connect (continued) Pages  Outcome: You Reach the Person » Introduce yourself » Thank them for visiting your website » Ask: “Are you finding homes on the Internet?” “How long have you been looking?” “What’s prompting your move?” “What are you looking for in a dream home?” » Use assessment form to assess motivation » Close for an appointment

31 An Agent’s Guide to Internet Lead Capture and Conversion Four Cs – Connect (continued) Pages  Outcome: You Don’t Reach Them » Leave a message Provide helpful information they can use Build the relationship » Have a series of scripted voice mail messages Pointers on how to navigate website Market research Instant notification of properties » if you have address

32 An Agent’s Guide to Internet Lead Capture and Conversion Four Cs – Connect (continued) Your Connect System Page 37 How quickly are you connecting with inquiries?

33 An Agent’s Guide to Internet Lead Capture and Conversion Four Cs – Cultivate Pages  Purpose of Cultivating » Provide continuous value » Cement relationship with action plans » Maintain top-of-mind status » Increase opportunity to convert to appointment

34 An Agent’s Guide to Internet Lead Capture and Conversion Four Cs – Cultivate (continued) Your Cultivation System Page 39 Describe your current system for cultivating leads.

35 An Agent’s Guide to Internet Lead Capture and Conversion Four Cs – Close Page 40  Ask for an Appointment at Every Opportunity  Explain Purpose of Appointment Once you believe it’s okay to ask for what you want, you will have a chance of getting it. Gary Keller

36 An Agent’s Guide to Internet Lead Capture and Conversion Four Cs – Close (continued) Page 41  Come From Contribution  Adjust to Person’s Behavior

37 An Agent’s Guide to Internet Lead Capture and Conversion Four Cs – Close (continued) Know Your Numbers Page 42 Number of inquiries? Number of contacts made? Number of conversions?

38 An Agent’s Guide to Internet Lead Capture and Conversion Track Your Progress Page 44  How Do You Measure Success? Numbers that are tracked and reviewed typically get better. Dave Jenks

39 An Agent’s Guide to Internet Lead Capture and Conversion Resources  KWU’s Internet Lead Generation, Chapter 5  KW Intranet  KWRI Information Technology Group  Technology Masterminds  Mega Technology Camp  Internet Lead Cultivation Summit Page 45

40 An Agent’s Guide to Internet Lead Capture and Conversion The Bottom Line  Build a website that provides consumers what they want  Encourage frequent visits and registration by making offers that generate immediate response  Capture interested people and begin to connect with them  Focus your time and attention on the highly motivated buyers and sellers  There is no such thing as a bad inquiry, just inquiries that aren’t followed up  Don’t capture a bunch of inquiries if you can’t address them in some way  Using automated systems to capture inquiries allows agents to focus more time on cultivating and converting their Internet leads  A lead is someone who is able, ready, and willing to act now! Page 46

41 An Agent’s Guide to Internet Lead Capture and Conversion Productivity Boosters Page 47  Apply automatic follow-up action plans  Personalize s with links to website

42 An Agent’s Guide to Internet Lead Capture and Conversion My Action Plan Pages  Don’t put away this guide without developing a plan to put what you have learned into action!  Refer to the Action Plan on pages of the guide to assess your strengths and areas for improvement.  Write down steps you will take to improve your skills—complete it, share it, and commit to it!

43 An Agent’s Guide to Internet Lead Capture and Conversion Take the other courses in the Breakthrough to Mastery Guide series!  Gaining Mind over Market  Upshifting Your Lead Generation  Seller Pricing Strategies  Seller Staging Strategies  Lead Capture and Conversion  Creating Urgency to Buy  Bulletproofing Transactions  Expense Management  Effective People Leverage  Short Sales, Foreclosures, and REOs  Financing Solutions

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