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Fighting The Hype on Prudential Fighting The Hype on Prudential Fox & Roach’s Digital Home Fox & Roach’s Digital Home
Marketing SystemMarketing SystemAdam LermanAdam Lerman
How Did You Hear About How Did You Hear About It?It?
• Email drip campaign
• Digital home marketing brochure
• Prudential’s website
• Word of mouth
Posted on Weichert University. Look for this icon on the home page.
Prudential Fox & Roach Prudential Fox & Roach WebsiteWebsite
Weichert.com Hitwise Weichert.com Hitwise rankingsrankingsFeb. 2012Feb. 2012 Weichert.com ranked #20
Brokers we beat
• Coldwell Banker (33)
• Century-21 (26)
• Keller Williams (36)
• Long and Foster (142)
• Prudential Fox & Roach
(563)
National Sites we beat
• RealtyTrac (41)
• RealEstate.com (64)
1,260,136* scrubbed leads sent1,260,136* scrubbed leads sent2003 -20112003 -2011
*Scrubbed leads thru Weichert.com
Alexa.comAlexa.comWeichert vs Prudential Fox & Weichert vs Prudential Fox &
RoachRoach
* As of 4-10-12, Prudential Fox Roach does not have enough traffic to appear on the graph.
* As of 4-10-12
Alexa.comAlexa.comWeichert.com vs Weichert.com vs Prudential.comPrudential.com
Weichert vs Prudential Fox & Roach
Internet Strategy
On the leading edge.
Pru Fox Roach • Ranked 563rd*
• Estimated 61,699 visits• Does this seem like a
web site that “really rocks?”
Weichert
• Ranked 20th
• Estimated 3.5 Million visits
*Experion Hitwise rankings as of February, 2012
Weichert vs Prudential Fox & Roach
Internet Strategy
On the map.
Pru Fox Roach
• Syndicated listings
Weichert
• Weichert owns its own syndication company, WLN. Syndicated listings w/over 200 websites.
• Ours just works better based on the higher traffic we enjoy.
Weichert vs Prudential Fox & Roach
Internet StrategyOn top.
Pru Fox Roach
• Boasting about placement on search results
• Bragging about providing information so customer can contact them
Weichert
• Weichert bids on millions of key words per day
• Consistently on top in search results
• We make it even easier for customers to contact us. Through a web form or an 800# - resulting in getting your property seen faster.
• We’re also proud of our organic search results which means we didn’t have to pay. We’re just relevant.
Weichert vs Prudential Fox & Roach
Internet Strategy
On its own.
Pru Fox Roach
• Single property website.
• Historically, very little traffic.
Weichert
• Syndicated listing on multiple sites.
• We get your property the most exposure to the most buyers
Weichert vs Prudential Fox & Roach
Internet Strategy
On camera.
Pru Fox Roach
• Virtual tours.
• Low quality that are just slide shows
Weichert
• High quality photos posted online
• Currently working with Visual Tour to get a discounted rate for all Sales Associates
Weichert vs Prudential Fox & Roach
Internet Strategy
On screen.
Pru Fox Roach
• YouTube is a popular site and we’re on it! (only problem is . . . people don’t go there to view homes).
Weichert
• Customers do not go to YouTube to search for homes . . . That’s why Weichert doesn’t focus on this channel.
Weichert vs Prudential Fox & Roach
Internet StrategyOn the phone.
Pru Fox Roach
• Sounds cool, but in reality probably losing opportunities.
• Doesn’t go to the Office Opportunity Desk.
• Customer filters/scrubs from mobile device and never calls.
Weichert
• Did you know that 89% of customers do NOT wind up purchasing the house they call in on?*
• That’s why our strategy is to connect customers to competent sales associates who can help them
• LIVE connection to a sales associate ensures no dead end for the customer
*Based on internal study from WLN 2011
Weichert vs Prudential Fox & Roach
Internet StrategyOn demand.
Pru Fox Roach
• With a focus on Craigslist, social media and blog sites it speaks to the weakness of their strategy.
• How many scrubbed leads do they pass to their sales associate?
• These channels are not proven to drive results
Weichert
• With Weichert’s elaborate syndication structure of over 200 partners, we have sufficient lead generation website sources
• So far Weichert has passed along over 1.2 million scrubbed leads to our sales associates.
Weichert vs Prudential Fox & Roach
Internet StrategyOn demand.
Pru Fox Roach
• They don’t have THIS in their brochure
Weichert
• Did you know that approximately 48% of the leads that contact us through our web form or 800# are passed along to sales associates? This means about 52% get scrubbed out!
• A third party study revealed that 1/3 of the leads make a move within 12 months.* That’s quality!
Why don’t they talk
about the quality of
the leads they
generate?
Or the number of
leads they generate?
*Real IQ Study
In Summary . . . In Summary . . . Prudential Fox & Roach
• Syndicated listings
• Boast about placemento Advertise on Craigslist, Blogs, etc.
• Home texting
• Website ranking - #563
Weichert is ranked # 20!
Weichert has Syndicated listings with over
200 websites!
Over 200 websites = over 1.2 million
scrubbed leads
89% of customers do NOT wind up
purchasing the house they call on
Weichert Internet Weichert Internet StrategyStrategy
Go to WeichertOne.com, Sales Associate Resources
Associate TestimonialsAssociate Testimonials
Associate TestimonialAssociate Testimonial
Question: “You left Weichert to go to PFR and you returned shortly thereafter. Why?” “I came back for the people in my office, PFR didn’t have the ‘family’ feel to it” “My manager is more ‘hands on’ in my office.” “I love WLN. I got no leads from PFR and I don’t even know what their lead routing system was called. Many of my fellow associates complained about not having their business supplemented by a lead routing system.”
Manager TestimonialsManager Testimonials
Manager Highlight:Manager Highlight:Noelle BarboneNoelle Barbone
Media, PAMedia, PA Hired 3 PF&R associates in the past 2.5 years Has many PF&R associates in the pipeline Interesting news observations regarding PF&R:
“Seems that PFR must be directing their agents to refrain from putting their listings in the MLS right away to avoid us picking up the leads.”
“I was speaking to a PFR agent who asked me if I would help her by sending a flyer [she sends to me on one of her listings] to my agents – her side comment was I don’t care what they say, I need to market this property to other agents.”
“I track a new listing where I see a PFR sign, most of the time it is not coming up in the MLS for weeks.”
Adam’s Helpful TipAdam’s Helpful Tip
Turning a negative into a positive…
Situation:
Have any of your associates received emails from Brand X managers trying to lure them to join their company?
Solution:
Make copies of those emails and have your associates put them into their listing presentations. When your associates are with a client, the client can see how much other companies want them – show’s how successful they are as an agent! That customer may want to list with someone who’s so coveted!!!
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THANK YOU!!!THANK YOU!!!
Adam Lerman
Director of Recruiting – Weichert, Realtors
973 397-3559
