1. SHIFT Tactic 5: Lead Capture and Conversion
Getting to the Table— The One That Matters
Version: 3
Revision Date: August 2008
Note: For maximum impact all attendees should have their own copy of SHIFT Tactic 5: Lead Capture and Conversion.
V3.2 ©2008 Keller Williams Realty, Inc.

2. SHIFT Tactic 5: Lead Capture and Conversion
Main Ideas
Perspective
Step 1: Capture
Step 2: Connect
Step 3: Close to Appointment
Track, Review, Improve
The Bottom Line
V3.2 ©2008 Keller Williams Realty, Inc.

3. SHIFT Tactic 5: Lead Capture and Conversion
Perspective
Capture and conversion system works in partnership with lead generation.
Market factor—fewer leads put a premium on improved capture and conversion rates.
It’s all about getting to the table.
First you need a lead generation machine that’s working!
If you don’t get to the table, you’ll never get the business!
V3.2 ©2008 Keller Williams Realty, Inc.

4. Perspective (continued)
SHIFT Tactic 5: Lead Capture and Conversion
Perspective (continued)
In a sellers’ market a low conversion rate can produce a large number of sales.
In a buyers’ market a low conversion rate will produce a small number of sales.
For this guide, “conversion” refers to getting to the appointment—getting to the table.
Agents who struggle with conversion are more at risk in a market with decreased transactions. In a down market you must be more skilled with your lead conversion. You must produce more results from a smaller supply of leads in order to stay in business.
V3.2 ©2008 Keller Williams Realty, Inc.

5. Perspective (continued)
SHIFT Tactic 5: Lead Capture and Conversion
Perspective (continued)
Shifting Markets Test Your Skills in
Capturing Leads
Connecting with Leads
Closing an Appointment
Cultivating Leads
Holding Your Team Accountable
Your skill at capturing leads. If you struggled with capturing motivated leads, or were just letting the momentum of a sellers’ market bring people to you and make decisions for you, then this shift has exposed you, and it’s time to improve your system of capturing leads from your lead generation efforts.
Your skill at connecting with leads. You must have the focus to respond to leads quickly, ask great questions to find out what they need, and know enough about the market to provide solutions.
Your skill at closing an appointment. Getting appointments is the goal of your lead generation activities. Without an appointment, conversion hasn’t happened. You’ve engaged in lead generation activity without achieving your lead generation goal.
Your skill at cultivating leads. Some of your leads will simply not be ready for an appointment. You must stay in relationship with them until they are ready for an appointment.
Your skill at holding your team accountable to be as skilled as you at capturing, connecting, cultivating, and converting leads. If you have an assistant, or someone who works with you—a showing assistant, a buyer’s specialist, a listing specialist, or a lead coordinator—whose job is to convert motivated leads to business, and if their ability is not at par with yours, you must either take back the job, or train them and hold them accountable.
V3.2 ©2008 Keller Williams Realty, Inc.

6. Perspective (continued)
SHIFT Tactic 5: Lead Capture and Conversion
Perspective (continued)
Be Prepared
Scripts
Role-plays
Behavioral styles
Read the story of Robert Coalla on page 11 in the guide about what it takes to be great with scripts.
Remind agents where they can find great scripts. (CAMP 4:4:3, Lead Generation 36:12:3, MREA Masters Series, MREA Scripts Catalog, MAPS Fast Track Coaching, etc.)
Give examples of how to communicate with different behavioral styles.
V3.2 ©2008 Keller Williams Realty, Inc.

7. Perspective (continued)
SHIFT Tactic 5: Lead Capture and Conversion
Perspective (continued)
CLOSE TO
APPOINTMENT
CONNECT
CAPTURE
THE LEAD CONVERSION PROCESS
Step 1
Step 2
The process of lead capture and conversion is actually threefold.
1. Capture—acquire leads from your prospecting and marketing activities, and record them in your database.
2. Connect—have a two-way conversation to assess their needs and motivation.
3. Close to Appointment—this is the objective of your lead generation activities.
Note: A separate guide in KWU’s SHIFT Tactics series, Internet Lead Capture and Conversion, addresses the technology issues of capturing and cultivating Internet leads, the process for screening leads from a mass of inquiries or hits on a website, and the different needs of the consumers who shop for real estate online.
Step 3
V3.2 ©2008 Keller Williams Realty, Inc.

8. SHIFT Tactic 5: Lead Capture and Conversion
Step 1: Capture
Who Do You Want to Capture?
Buyers
Sellers
Niche
High end
Geographic
Demographic
Instead of being all things to all consumers, consider your Unique Selling Proposition and to whom it best applies. Also consider the buying and selling trends present in your market. In other words, where should you put the most effort to get the greatest return?
When you know who you want to capture, target your prospecting and marketing to find and attract the most motivated buyers and sellers who fit the profile of your preferred customer.
V3.2 ©2008 Keller Williams Realty, Inc.

9. Step 1: Capture (continued)
SHIFT Tactic 5: Lead Capture and Conversion
Step 1: Capture (continued)
Find the Motivated
Ready
They have a reason or motivation to move NOW.
Willing
They are agreeable to do what it takes to move NOW.
Able
They have the means to go through with the transaction—they are preapproved to buy or can afford to sell NOW.
The leads that will get you to closed transactions the quickest are the ones that are motivated—ready, willing, and able.
V3.2 ©2008 Keller Williams Realty, Inc.

10. Step 1: Capture (continued)
SHIFT Tactic 5: Lead Capture and Conversion
Step 1: Capture (continued)
Who Do You Want to Capture?
Who are your preferred customers?
What are their profiles?
Does your prospecting and marketing target these customers?
Direct participants to write down answers to the questions. Ask for volunteers to share.
V3.2 ©2008 Keller Williams Realty, Inc.

11. Step 1: Capture (continued)
SHIFT Tactic 5: Lead Capture and Conversion
Step 1: Capture (continued)
Every Lead Is
Now = ready, willing, and able
Future = ready at some time in the future
Never = can’t be reached or ask not to be contacted
Unfortunately, not every lead you capture is ready, willing, and able to buy or sell now. Captured contacts actually fall into three categories:
Now—buyer or seller who is ready, willing, and able.
Future—people who will buy or sell sometime in the future when conditions are right.
Never—those people you can’t get in touch with, or who ask you not to contact them.
While your goal, especially in this market, is to find the now leads, the bulk of the leads that you capture will end up in the future category. That is, buyers and sellers who may want to buy or sell, but for varying reasons, are not ready, willing, or able at this moment. Do you discard or neglect these leads? Of course not! Add each lead to your database and put them on an appropriate follow-up action plan.
V3.2 ©2008 Keller Williams Realty, Inc.

12. Step 1: Capture (continued)
SHIFT Tactic 5: Lead Capture and Conversion
Step 1: Capture (continued)
Methods of Capture
Sign calls
IVR “800” calls
Offers in newspapers, magazines, fliers, newsletters, and postcards
Open houses
Outbound calling
Many agents say sign calls have declined as much as 25 percent, becoming less important today.
V3.2 ©2008 Keller Williams Realty, Inc.

13. Step 1: Capture (continued)
SHIFT Tactic 5: Lead Capture and Conversion
Step 1: Capture (continued)
Phone Calls
Make a good impression.
Answer quickly.
Speak warmly, with confidence, and enthusiasm.
Ask for the appointment.
Explore phone systems that can you immediately any voice mail messages left for you, so that you can respond to voice mail promptly.
V3.2 ©2008 Keller Williams Realty, Inc.

14. Step 1: Capture (continued)
SHIFT Tactic 5: Lead Capture and Conversion
Step 1: Capture (continued)
Systematize Your Capture
Put all leads in your database.
Offline (paper)
Lead log
Card file
Calendar/planner
Online (computer)
Contact Management System (e.g., ProManage/TOP PRODUCER)
Microsoft Outlook
You must have a system for “filing” (i.e., capturing) the important bits of information on each lead. It doesn’t matter what system you use—just that you have a system.
There are paper-based (offline) systems and computer-based (online) systems to help you file and keep track of information.
V3.2 ©2008 Keller Williams Realty, Inc.

15. Step 1: Capture (continued)
SHIFT Tactic 5: Lead Capture and Conversion
Step 1: Capture (continued)
Capture All Leads in Your Database
Phone call in the car
Conversation at a coffee shop
Scrap of paper with name and phone number scrawled on it
on BlackBerry
Referral
ALL leads must be captured—casual calls, chats over coffee, comments in meetings, s, mentions of possible referrals.
Having a system and using it is the key—it matters much more than which system you choose.
V3.2 ©2008 Keller Williams Realty, Inc.

16. Step 1: Capture (continued)
SHIFT Tactic 5: Lead Capture and Conversion
Step 1: Capture (continued)
Your Capture System
Describe your current capture system.
How do you categorize leads?
What improvements can you make?
Direct participants to write down answers to the questions. Ask for volunteers to share.
V3.2 ©2008 Keller Williams Realty, Inc.

17. SHIFT Tactic 5: Lead Capture and Conversion
Step 2: Connect
Speed Counts
Answer all calls immediately.
Respond to all inquiries within 5 minutes.
If you don’t respond quickly, someone else will!
You have 1-2 minutes to create a positive, lasting impression.
Regardless of how leads come to you, they expect a quick response.
V3.2 ©2008 Keller Williams Realty, Inc.

18. Step 2: Connect (continued)
SHIFT Tactic 5: Lead Capture and Conversion
Step 2: Connect (continued)
Reason for the Conversation
Identify the motivated.
Set an appointment.
Provide custom answers.
Build purposeful business relationships.
Move buyers to pre-approval.
Begin action plans.
Communicate in Person
V3.2 ©2008 Keller Williams Realty, Inc.

19. Step 2: Connect (continued)
SHIFT Tactic 5: Lead Capture and Conversion
Step 2: Connect (continued)
Ask Smart Questions—Use a Lead Sheet
Motivation?
Features?
Price?
Agent?
Financing?
Contact information?
Create questions for buyers and sellers and take great notes.
LISTEN MORE THAN YOU TALK!
V3.2 ©2008 Keller Williams Realty, Inc.

20. Step 2: Connect (continued)
SHIFT Tactic 5: Lead Capture and Conversion
Step 2: Connect (continued)
Sample Questions for Buyers
What are you looking for in your dream home?
What’s prompting your move?
Do you own the place where you are living now?
Have you talked with a real estate agent about selling your current home?
Are you preapproved with a lender?
What price range do you have in mind?
Ask agents for other great questions to ask.
Discuss the concept of “he who asks the questions controls the conversation.”
V3.2 ©2008 Keller Williams Realty, Inc.

21. Step 2: Connect (continued)
SHIFT Tactic 5: Lead Capture and Conversion
Step 2: Connect (continued)
Sample Questions for Sellers
What is the address of your home? (If they are asking for a CMA)
What’s prompting you to move?
Are you interviewing other agents?
How much do you think your home is worth?
Tell me about your house.
Ask agents for other great questions to ask.
V3.2 ©2008 Keller Williams Realty, Inc.

22. Step 2: Connect (continued)
SHIFT Tactic 5: Lead Capture and Conversion
Step 2: Connect (continued)
Ask for the Appointment!
If you ask, you have a chance of “yes.”
Offer a solid reason to meet.
Propose a day, time, and place (e. g., your office).
Stay focused on uncovering needs and responding to them.
V3.2 ©2008 Keller Williams Realty, Inc.

23. Step 2: Connect (continued)
SHIFT Tactic 5: Lead Capture and Conversion
Step 2: Connect (continued)
Enter Details in Your Database
Categorize by type.
Work with them now to buy or sell.
Put them on action plans for follow-up.
Remember your categories—now or future with specific action plan.
V3.2 ©2008 Keller Williams Realty, Inc.

24. Step 2: Connect (continued)
SHIFT Tactic 5: Lead Capture and Conversion
Step 2: Connect (continued)
Your Connect System
Describe your current system for connecting with leads.
What improvements can you make?
Direct participants to write down answers to the questions. Ask for volunteers to share.
V3.2 ©2008 Keller Williams Realty, Inc.

25. Step 3: Close to Appointment
SHIFT Tactic 5: Lead Capture and Conversion
Step 3: Close to Appointment
Conversion Takes Skill
Know your markets, both local and national.
Be data oriented and numbers-driven.
Have great communication skills.
Have great sales and persuasive skills.
Preview properties.
Great agents know that if they make contact with a motivated lead, it’s theirs. There’s no doubt in their mind about their ability to persuade, engender trust, and gain the lead as a customer. Their experience, knowledge, and confidence are what make them successful.
V3.2 ©2008 Keller Williams Realty, Inc.

26. Step 3: Close to Appointment (continued)
SHIFT Tactic 5: Lead Capture and Conversion
Step 3: Close to Appointment (continued)
Conversion rates – calculate yours based on
Total number of leads
Number of futures in your database that you’ve been cultivating
Number of agreements from appointments
Different agents track their numbers differently. The important thing is that you track your numbers, so that you know how your efforts are paying off. This gives you a platform from which to improve, regardless of the market.
V3.2 ©2008 Keller Williams Realty, Inc.

27. Step 3: Close to Appointment (continued)
SHIFT Tactic 5: Lead Capture and Conversion
Step 3: Close to Appointment (continued)
Don’t Lose Any Leads
Every lead is precious.
Put the best person on the job.
Focus on lead conversion.
Get back to your Mets.
During research for The Millionaire Real Estate Agent, one agent told Gary Keller that she didn’t have time to follow up on all the leads that were coming in. She said she had a stack of notes and lead sheets on her desk filled with names of people who had called. Gary suggested that she imagine those stacks as piles of money that were burning. It was her money in those piles, and she had just lit them with a match!
You now know that lead follow-up and conversion requires the greatest level of skill. When every lead is precious, many top agents with teams have realized that they need to return to the role of lead converter because it is so critical to their business.
Get back into relationship with Mets, and ask them for their business and referrals.
V3.2 ©2008 Keller Williams Realty, Inc.

28. Step 3: Close to Appointment (continued)
SHIFT Tactic 5: Lead Capture and Conversion
Step 3: Close to Appointment (continued)
Get to the Table—the Right Table
THE DECISION CONTINUUM
Absolute No
Firm
Maybe
On the
Fence
Yes
One of the biggest differences between a highly competent agent and one who is less skilled is the ability to recognize the difference between real leads and leads that are simply a waste of your time.
It’s up to you to determine if they are a real lead.
With fewer leads and more agents competing for them, you must only get to the table with the most motivated of leads.
There will be some leads that just aren’t ready for the table.
In this market, there’s no room for error and no time to waste.
V3.2 ©2008 Keller Williams Realty, Inc.

29. Step 3: Close to Appointment (continued)
SHIFT Tactic 5: Lead Capture and Conversion
Step 3: Close to Appointment (continued)
Reasons Why Sellers Are Not Right
Not motivated to price correctly.
Not motivated to get the property in good selling condition.
No urgency to get out of the house.
V3.2 ©2008 Keller Williams Realty, Inc.

30. Step 3: Close to Appointment (continued)
SHIFT Tactic 5: Lead Capture and Conversion
Step 3: Close to Appointment (continued)
Reasons Why Buyers Are Not Right
Aren’t ready financially.
Need to sell a house.
Lack motivation.
Aren’t sure of buying.
Can’t make a decision.
V3.2 ©2008 Keller Williams Realty, Inc.

31. Step 3: Close to Appointment (continued)
SHIFT Tactic 5: Lead Capture and Conversion
Step 3: Close to Appointment (continued)
Sellers
Buyers
Would you like me to handle the sale for you?
Would you like me to help you find your dream home?
Would you like for me to get your home sold?
Are you ready to make an agreement now?
By the time you get the right customer at the right table, it’s imperative to ask for the business and seal the deal.
The language you use should be strong and to the point.
It’s not a time to be wishy-washy or vague about your intention.
V3.2 ©2008 Keller Williams Realty, Inc.

32. Step 3: Close to Appointment (continued)
SHIFT Tactic 5: Lead Capture and Conversion
Step 3: Close to Appointment (continued)
CULTIVATE LEADS FOR FUTURE CONVERSION
Step 1
CAPTURE
Step 2
CONNECT
CULTIVATE
Some of your contacts are simply not ready to close to an appointment. These are future leads.
All of your future leads must be cultivated—fed, watered, and shined on—until they become now leads that are ready to conduct business.
CLOSE TO
APPOINTMENT
Step 3
V3.2 ©2008 Keller Williams Realty, Inc.

33. Step 3: Close to Appointment (continued)
SHIFT Tactic 5: Lead Capture and Conversion
Step 3: Close to Appointment (continued)
Benefits of Cultivating
Cement relationship through action plans.
Maintain top-of-mind status.
Provide continuous value.
Prioritize communication related to state of motivation.
Increase opportunity to close to appointment.
V3.2 ©2008 Keller Williams Realty, Inc.

34. Step 3: Close to Appointment (continued)
SHIFT Tactic 5: Lead Capture and Conversion
Step 3: Close to Appointment (continued)
Action Plans
8 x 8
33 Touch
Consistently and forever
Tools
KWU courses—Lead Generation 36:12:3
ProManage/TOP PRODUCER – preloaded with KW plans
Also see the KWU course Lead Generation 36:12:3, specifically Power Session 4: Leveraging a Powerful Contact Database and Power Session 5: Working with Mets.
V3.2 ©2008 Keller Williams Realty, Inc.

35. Step 3: Close to Appointment (continued)
SHIFT Tactic 5: Lead Capture and Conversion
Step 3: Close to Appointment (continued)
Ask for the Appointment!
Always, always ask.
Have several scripted questions to move them.
Likelihood of meeting place
50% come to office
25% meet nearby for coffee
25% will meet at their home
Update Your Database—use notes
Track last conversation dates and times and any changes in their motivation, situation, criteria, etc.
V3.2 ©2008 Keller Williams Realty, Inc.

36. Step 3: Close to Appointment (continued)
SHIFT Tactic 5: Lead Capture and Conversion
Step 3: Close to Appointment (continued)
Your Cultivation System
Describe your current system for cultivating leads.
What action plans are you using?
Are you anticipating the changing needs of your leads?
What improvements can you make?
Direct participants to write down answers to the questions. Ask for volunteers to share.
V3.2 ©2008 Keller Williams Realty, Inc.

37. Track, Review, and Improve
SHIFT Tactic 5: Lead Capture and Conversion
Track, Review, and Improve
Knowing your progress in lead capture and conversion is essential
What’s working and what isn’t?
Understand by areas
Leads to appointments
Appointments to signed agreements
Agreements to closed transactions
Track your results daily, weekly, monthly, and yearly. Review them regularly and make adjustments quickly.
In this market, you don’t have the luxury of waiting. You must make improvements as soon as needed.
V3.2 ©2008 Keller Williams Realty, Inc.

38. Track, Review, and Improve (continued)
SHIFT Tactic 5: Lead Capture and Conversion
Track, Review, and Improve (continued)
Your Tracking System
Do you track your conversion rate? What is it based on?
What improvements would benefit you?
Direct participants to write down answers to the questions. Ask for volunteers to share.
V3.2 ©2008 Keller Williams Realty, Inc.

39. SHIFT Tactic 5: Lead Capture and Conversion
The Bottom Line
Every lead has the potential to turn into business.
Treat every lead as precious.
Find out which leads are ready, willing, and able.
Cultivate all other leads until they are ready, willing, and able.
Use your sales ability and knowledge of the market to move people from inquiry to lead to closed transaction.
Ask for the appointment.
V3.2 ©2008 Keller Williams Realty, Inc.

40. Productivity Boosters
SHIFT Tactic 5: Lead Capture and Conversion
Productivity Boosters
Apply Action Plans
Use IVR
Source Your Contacts and leads
Capture and Manage Leads
Use Details Features
Track, Review, Improve
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.

41. SHIFT Tactic 5: 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 of the guide. Ask them to share their commitments with the class.
V3.2 ©2008 Keller Williams Realty, Inc.

42. Take the other courses in the SHIFT Tactics series!
SHIFT Tactic 5: 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
Internet 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.

43. SHIFT Tactic 5: Lead Capture and Conversion
Thanks for being here!
Please complete an
evaluation for
this session.
Emphasize the importance of filling out evaluations.
V3.2 ©2008 Keller Williams Realty, Inc.