1. SHIFT Tactic 6: Internet Lead Capture and Conversion
Catch People in Your Web
Version: 3
Revision Date: August 2008
Note: For maximum impact all attendees should have their own copy of SHIFT Tactic 6: Internet Lead Capture and Conversion.
V3.2 ©2008 Keller Williams Realty, Inc.

2. SHIFT Tactic 6: Internet Lead Capture and Conversion
Main Ideas
Perspective on Internet Lead Capture and Conversion
Internet in Real Estate
The Internet Lead Generation Model
Track, Review, Improve
V3.2 ©2008 Keller Williams Realty, Inc.

3. Perspective on Internet Lead Capture and Conversion
SHIFT Tactic 6: Internet Lead Capture and Conversion
Perspective on Internet Lead Capture and Conversion
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.
Is a website necessary? Yes, but only if it’s easy to find, easy to use, full of valuable information, and you have systems in place to make offers of interest, work toward establishing working relationships with people, and convert them to business.
The Internet is changing the way all consumers are buying and selling homes.
With the rapid changes in technology, you must be committed to keep up with the innovations as well as the demands of consumers.
Remember that successful real estate sales still involves person-to-person interaction. The Internet can never replace your personal touch when it comes to cultivating and converting people to customers.
V3.2 ©2008 Keller Williams Realty, Inc.

4. Perspective on Internet Lead Capture and Conversion (continued)
SHIFT Tactic 6: Internet Lead Capture and Conversion
Perspective on Internet Lead Capture and Conversion (continued)
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
There are two problems with many websites. They don’t successfully capture leads because they are either:
Free information with no obligation, or
Require registration before giving anything away.
Success does not come from clicks, hits, or inquires. Success comes from appointments!
V3.2 ©2008 Keller Williams Realty, Inc.

5. Perspective on Internet Lead Capture and Conversion (continued)
SHIFT Tactic 6: Internet Lead Capture and Conversion
Perspective on Internet Lead Capture and Conversion (continued)
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
When visitors come to your website, they are tracked as “hits” initially. You may have thousands of hits on your website.
“Inquiries” are people that register on your website or request something from you—some market information, a Comparative Market Analysis (CMA), a list of buyer mistakes to avoid, or an MLS search. You may get several hundred inquiries a month.
Most Internet-savvy agents agree that only when you’ve made contact with the inquirer and determined their needs do they become a lead. Gary Keller further defines a lead as someone who is ready, willing, and able to do business now.
V3.2 ©2008 Keller Williams Realty, Inc.

6. Perspective on Internet Lead Capture and Conversion (continued)
SHIFT Tactic 6: Internet Lead Capture and Conversion
Perspective on Internet Lead Capture and Conversion (continued)
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?
In this challenging time of shifting markets, your focus must be on the highly motivated leads—those that are ready, willing, and able to do business now—before other Internet-savvy agents grab them.
There are only too many leads if you don’t have systems in place to connect with them and cultivate them.
V3.2 ©2008 Keller Williams Realty, Inc.

7. Perspective on Internet Lead Capture and Conversion (continued)
SHIFT Tactic 6: Internet Lead Capture and Conversion
Perspective on Internet Lead Capture and Conversion (continued)
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
A website is your cyber office and a way for you to meet the needs of consumers AND market your services.
V3.2 ©2008 Keller Williams Realty, Inc.

8. Perspective on Internet Lead Capture and Conversion (continued)
SHIFT Tactic 6: Internet Lead Capture and Conversion
Perspective on Internet Lead Capture and Conversion (continued)
Address Your Fears and Get Help
KWRI Information Technology
Market Center technology specialist
Technology Masterminds
Mega Technology Camp
Internet Lead Cultivation Summit
Do you have these fears or concerns about the Internet?
I need to know a lot about computers to have an effective website.
I am concerned about the cost.
I am concerned about the time commitment.
You are a real estate professional, not a computer programmer, so seek help from a technology specialist in your Market Center, or from KWRI Information Technology.
V3.2 ©2008 Keller Williams Realty, Inc.

9. Internet in Real Estate
SHIFT Tactic 6: 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
Statistics are according to NAR, 2007.
V3.2 ©2008 Keller Williams Realty, Inc.

10. Internet in Real Estate (continued)
SHIFT Tactic 6: Internet Lead Capture and Conversion
Internet in Real Estate (continued)
Internet Conversion Rates—Baseline
Points of Conversion
Seller Rates
Buyer Rates
Visitors by Type
15%
85%
Visitors by Registrations
20%
3.25%
Registrations to Appointments 5%
These conversion rates came out of research with top agents.
V3.2 ©2008 Keller Williams Realty, Inc.

11. Internet in Real Estate (continued)
SHIFT Tactic 6: Internet Lead Capture and Conversion
Internet in Real Estate (continued)
Internet Conversion Rates—Baseline
Given the conversion rates on the previous slide, for every 700 website visitors, you should be able to close for 1 listing appointment and 1 buyer appointment.
V3.2 ©2008 Keller Williams Realty, Inc.

12. Internet in Real Estate (continued)
SHIFT Tactic 6: 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.
V3.2 ©2008 Keller Williams Realty, Inc.

13. Internet in Real Estate (continued)
SHIFT Tactic 6: 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
V3.2 ©2008 Keller Williams Realty, Inc.

14. Internet in Real Estate (continued)
SHIFT Tactic 6: 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
V3.2 ©2008 Keller Williams Realty, Inc.

15. Internet in Real Estate (continued)
SHIFT Tactic 6: Internet Lead Capture and Conversion
Internet in Real Estate (continued)
Using Technology
eAgentC
ProManage/TOP PRODUCER
WolfNet
Video
Click to talk
Instant messaging
Using technology and automated systems to capture interested consumers allows agents to spend more time cultivating and converting Internet leads.
V3.2 ©2008 Keller Williams Realty, Inc.

16. Internet in Real Estate (continued)
SHIFT Tactic 6: Internet Lead Capture and Conversion
Internet in Real Estate (continued)
Two Reasons for a Website
Internet presence for your business
Show homes for sale
Help buyers and sellers understand the process
Communicate with buyers and sellers
Electronic office
MLS/KWLS
CMS
Tracking and reporting
If you don’t have a website you need one.
Your website must have great content to entice visitors to stay for awhile and come back often.
You must have a way to capture your visitors.
V3.2 ©2008 Keller Williams Realty, Inc.

17. The Internet Lead Generation Model
SHIFT Tactic 6: Internet Lead Capture and Conversion
The Internet Lead Generation Model
Research, interviews, and mastermind sessions with the most successful Internet real estate agents reveal the following simple three-step model for generating leads from the Internet.
V3.2 ©2008 Keller Williams Realty, Inc.

18. The Internet Lead Generation Model (continued)
SHIFT Tactic 6: Internet Lead Capture and Conversion
The Internet Lead Generation Model (continued)
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
V3.2 ©2008 Keller Williams Realty, Inc.

19. The Internet Lead Generation Model (continued)
SHIFT Tactic 6: 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
Get straight about what buyers and sellers want from the Internet. Buyers don’t look for agents on the Internet; they look for houses. Similarly, sellers don’t look for agents on the Internet; they look for similar properties to figure out their own home’s value.
Once you’re clear on what consumers want, offer it to them. And make it a win-win by getting something in return for the information you provide: capture their contact information.
V3.2 ©2008 Keller Williams Realty, Inc.

20. The Internet Lead Generation Model (continued)
SHIFT Tactic 6: Internet Lead Capture and Conversion
The Internet Lead Generation Model (continued)
Sellers want
Home values
Market statistics
Home-selling process
V3.2 ©2008 Keller Williams Realty, Inc.

21. The Internet Lead Generation Model (continued)
SHIFT Tactic 6: Internet Lead Capture and Conversion
The Internet Lead Generation Model (continued)
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
The most successful agents aggressively send the public to their website, where they capture them in their Web with strategic lead capture and conversion systems.
The less expensive route is offline marketing.
V3.2 ©2008 Keller Williams Realty, Inc.

22. The Internet Lead Generation Model (continued)
SHIFT Tactic 6: Internet Lead Capture and Conversion
The Internet Lead Generation Model (continued)
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
The strategy for any type of lead generation is always capture, connect, close, and when you can’t close, cultivate—the Four Cs.
It’s these steps that move you from a slew of Internet inquiries to a few customers who are ready now. And it’s worth your effort.
V3.2 ©2008 Keller Williams Realty, Inc.

23. SHIFT Tactic 6: Internet Lead Capture and Conversion
Four Cs – Capture
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
To capture people in your Web means to get their name and contact information— and phone number at a minimum.
It comes down to addressing the consumers’ needs with solutions, and you do that with offers.
Put yourself in the shoes of buyers and sellers. Think about what they want in this market and what their fears are.
Buyers are most concerned in this shifting market about buying at the right time and purchasing as much home as they can afford. They also want a financing package that works for their individual circumstance, and they want the entire transaction to be quick and problem-free.
Sellers see lots of homes for sale and are concerned that their property won’t sell by the time they need or for the amount they want. They want a qualified buyer to pay their asking price and get through the transaction quickly and with no problems.
V3.2 ©2008 Keller Williams Realty, Inc.

24. Four Cs – Capture (continued)
SHIFT Tactic 6: Internet Lead Capture and Conversion
Four Cs – Capture (continued)
Capture with Filters—Registrations
“Skinny bait”—no registration required
“Fat bait ”—registration required
Web filtering, or registration, separates the serious inquiries from the not-so-serious ones. With filtering, you effectively eliminate inquiries that may have required a lot of your time to contact and determine their urgency, only to find out that they’re not ready, willing, or able.
Skinny bait is a little bit of information that you offer on your website to get visitors interested before the registration or filter, such as thumbnail photos, general market area statistics, or real estate articles.
Fat bait is your most valuable information, and visitors can access this after registering, such as listing details, more photos, new listing alerts, helpful information for buyers and sellers, or vendor resources.
V3.2 ©2008 Keller Williams Realty, Inc.

25. Four Cs – Capture (continued)
SHIFT Tactic 6: Internet Lead Capture and Conversion
Four Cs – Capture (continued)
Registration Forms
Minimum
Name
Optional
Phone
Location
Buyer/Seller
And more …
A registration form can be another layer of filter if you choose to use it in this way.
You can simply ask for name, phone, and , or you can ask questions about what they are looking for—area, price range, number of bedrooms, features, and time frame to buy.
V3.2 ©2008 Keller Williams Realty, Inc.

26. Four Cs – Capture (continued)
SHIFT Tactic 6: Internet Lead Capture and Conversion
Four Cs – Capture (continued)
Notification of Capture
Voice message to phone
Text message to phone
Automatic update to CMS (TOP PRODUCER)
You want to be notified as quickly as possible that a person has registered on your site so you can respond to them.
V3.2 ©2008 Keller Williams Realty, Inc.

27. Four Cs – Capture (continued)
SHIFT Tactic 6: Internet Lead Capture and Conversion
Four Cs – Capture (continued)
Your Capture System
Describe your current capture system.
What offers do you make?
Do you require registration?
How many inquiries each day/week/month?
Direct participants to write down answers to the questions. Ask for volunteers to share.
V3.2 ©2008 Keller Williams Realty, Inc.

28. SHIFT Tactic 6: Internet Lead Capture and Conversion
Four Cs – Connect
Purpose of Connecting
Identify the motivation and readiness
Set an appointment
Provide custom answer
Build relationship
Move buyers to preapproval
Can you contact and connect with every inquiry that comes to you? Are there enough hours in the day? With proper filtering done at the capture step, you can reduce the time you spend by connecting with only those that are the most motivated.
The prime goal of connecting is to have a two-way conversation to determine the consumer’s urgency. Your mantra to yourself should be, “This is a purposeful business relationship and the most direct way to connect is by voice—by phone.” Ask questions to determine their motivation and urgency, and listen.
V3.2 ©2008 Keller Williams Realty, Inc.

29. Four Cs – Connect (continued)
SHIFT Tactic 6: Internet Lead Capture and Conversion
Four Cs – Connect (continued)
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
Online inquiries require an immediate response from the agent or the consumer cools off significantly and quickly. In fact, most agents are aiming to be the first to contact them.
V3.2 ©2008 Keller Williams Realty, Inc.

30. Four Cs – Connect (continued)
SHIFT Tactic 6: Internet Lead Capture and Conversion
Four Cs – Connect (continued)
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
“Hi, this is ________with Keller Williams Realty. I’m calling to thank you for visiting my home search website and requesting information on specific homes in the ____area.”
If you don’t get the appointment, don’t give up on them. You’ve just had a lengthy conversation in which they shared a lot with you. Send an immediate follow-up thanking them for their time on the phone.
V3.2 ©2008 Keller Williams Realty, Inc.

31. Four Cs – Connect (continued)
SHIFT Tactic 6: Internet Lead Capture and Conversion
Four Cs – Connect (continued)
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
If you have no luck getting them to answer the phone when you call, leave a message, but only after you’ve tried three times.
The purpose of the message you leave is to build the relationship and entice them to call you.
Provide them with helpful information they can use now. A series of voice mail messages can be scripted in advance so you know what to say and when to say it.
Many times you’ll find that the information the person has supplied is bogus. These leads can most likely be discarded.
V3.2 ©2008 Keller Williams Realty, Inc.

32. Four Cs – Connect (continued)
SHIFT Tactic 6: Internet Lead Capture and Conversion
Four Cs – Connect (continued)
Your Connect System
How quickly are you connecting with inquiries?
Direct participants to write down answers to the questions. Ask for volunteers to share.
V3.2 ©2008 Keller Williams Realty, Inc.

33. SHIFT Tactic 6: Internet Lead Capture and Conversion
Four Cs – Cultivate
Purpose of Cultivating
Provide continuous value
Cement relationship with action plans
Maintain top-of-mind status
Increase opportunity to convert to appointment
Provide targeted and relevant communications to the people in your database. Show that you are valuable, accessible, and have their best interest in mind. Your credibility as a real estate resource will be judged on the value of your follow-up.
Categorize inquiries as short term or long term, buyer or seller, etc., and assign them customized action plans. The same consumers that require instant response to their initial inquiry can take a long time to convert.
Technology can capture the inquiries, and a good filtering system can help you recognize consumers that are ready to be contacted personally, so you are in control of when you contact them and what you say or offer.
Be the first responder, develop lifelong relationships, and be the last agent standing.
V3.2 ©2008 Keller Williams Realty, Inc.

34. Four Cs – Cultivate (continued)
SHIFT Tactic 6: Internet Lead Capture and Conversion
Four Cs – Cultivate (continued)
Your Cultivation System
Describe your current system for cultivating leads.
Direct participants to write down answers to the questions. Ask for volunteers to share.
V3.2 ©2008 Keller Williams Realty, Inc.

35. SHIFT Tactic 6: Internet Lead Capture and Conversion
Four Cs – Close
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
“To make the best use of your time, let’s start with a meeting in my office …”
“I’d love to help you buy a home. In order to help you find the perfect home, all we need to do is set an appointment with all the decision makers, so I can help you get what you want in the time you want.”
When a visitor asks for information or a free report, send it immediately. Then jump in with a question, “Did you get the information? Did you have any other questions?”
V3.2 ©2008 Keller Williams Realty, Inc.

36. Four Cs – Close (continued)
SHIFT Tactic 6: Internet Lead Capture and Conversion
Four Cs – Close (continued)
Come From Contribution
Adjust to Person’s Behavior
Ask, “What can I do to help you today?” That question allows you to learn what is on the person’s mind. It doesn’t do any good for you to talk about the multiple ways you can be of service if you miss the thing they care about the most.
D, or dominant, people prefer to control the conversation. They want to know the bottom line, and they prefer to talk rather than listen. Let them know that you realize their time is valuable. Give them choices, and let them select.
I, or influential, people prefer to talk and persuade you. Be fun and enthusiastic, and take time to develop the relationship.
S, or steady, people are looking for safety and stability. Give them plenty of time to make decisions, and communicate frequently with facts and statistics.
C, or compliant, people want lots of details and facts, and they wish to avoid mistakes. Be prepared and on time for every appointment.
V3.2 ©2008 Keller Williams Realty, Inc.

37. Four Cs – Close (continued)
SHIFT Tactic 6: Internet Lead Capture and Conversion
Four Cs – Close (continued)
Know Your Numbers
Number of inquiries?
Number of contacts made?
Number of conversions?
Direct participants to write down answers to the questions. Ask for volunteers to share.
V3.2 ©2008 Keller Williams Realty, Inc.

38. SHIFT Tactic 6: Internet Lead Capture and Conversion
Track Your Progress
How Do You Measure Success?
Numbers that are tracked and reviewed typically get better.
Dave Jenks
This process of lead capture and conversion can be costly, so you want to make sure your level of effort gives you a good return.
You will need to track what you do and the results you get from it in order to maximize your financial and time commitments.
Make adjustments quickly, as needed.
At the Internet Lead Cultivation Summit held in October 2007, it was revealed that the longer agents tracked their numbers, the more their conversion rates actually improved, because it took into account the longer cultivation times of Internet leads.
V3.2 ©2008 Keller Williams Realty, Inc.

39. SHIFT Tactic 6: 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
V3.2 ©2008 Keller Williams Realty, Inc.

40. SHIFT Tactic 6: 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!
V3.2 ©2008 Keller Williams Realty, Inc.

41. Productivity Boosters
SHIFT Tactic 6: Internet Lead Capture and Conversion
Productivity Boosters
Apply automatic follow-up action plans
Personalize s with links to website
The ProManage/TOP PRODUCER contact management system has many tools to boost your productivity.
For more information visit the ProManage site on the KWU Intranet: Click on the eAgentC tab, and then click on ProManage/TOP PRODUCER.
V3.2 ©2008 Keller Williams Realty, Inc.

42. SHIFT Tactic 6: Internet Lead Capture and Conversion
My Action Plan
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!
Direct participants to fill out their Action Plans on pages 3-54 of the guide. Ask them to share their commitments with the class.
V3.2 ©2008 Keller Williams Realty, Inc.

43. Take the other courses in the SHIFT Tactics series!
SHIFT Tactic 6: Internet Lead Capture and Conversion
Take the other courses in the SHIFT Tactics 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
V3.2 ©2008 Keller Williams Realty, Inc.

44. SHIFT Tactic 6: Internet Lead Capture and Conversion
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