Lead Generation

Jason Jakus

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?

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

Brand - Who You Are

• Public Profiles - Use 1 Profile, no more than 15 sentences or 500 characters

• Logo• Slogan/Motto• Photo - updated, brand appropriate•

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

Cost Effective Lead Generation

• Your Website• Lead Generation Websites• Social Media• Direct Mail• Online Directories• Major Real Estate Websites• Networking

Personal Website

Social Media

Online Directories

Real Estate Websites

Squeeze Pages

Banner Advertising

LEADS

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

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

Internet Leads

Mouse Trap Website Fuel (PPC) CRM

Personal Website

• Lead Capture • IDX (MLS Search)• Free Reports - Buyers Reports• Video Testimonials• BLOGS (drives SEO)• Meta Tags• Key-Word Rich Local Content

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

Real Estate Websites• Zillow• Trulia• Realtor.com• Homes.com• RedFin.com• HotPads.com• FrontDoor.com

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

Social Media

Market Share of Social Media

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

YouTube Strategy

• Create neighborhood video (niche)• Create Agent Video Commercials (niche)• Upload Testimonials of clients• Video Blogging• Include a Lead Capture Phone #

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

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

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

Lead Incubation

Jason Jakus

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•

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

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

0 38 75 113 150

First 15 Min.

15 - 30 min.

31 - 60 min.

over 60 min.

Drip Mail Phone Call

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.

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

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

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

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

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

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

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

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

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)

More Information

• http://www.slideshare.net/JJakus• http://www.linkedin.com/in/jasonjakus• Tech Agent Expert• @JasonJakus on Twitter

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