This document provides tips for real estate agents to grow their business online. It recommends understanding today's online consumers and their information needs. Agents should focus on targeted lead generation strategies like paid advertising and optimizing their Craigslist posts. Social media can be used to network and provide neighborhood content. The key is engaging leads by moving them through the sales funnel from suspects to transactions. Agents should position themselves as neighborhood experts by providing relevant local data and recommended listings to attract buyers. Proper contact preparation and demonstrating expertise are important for engaging leads.

1. Get Your 40 Every Month
Jack Markham
Director of Online Strategies
Market Leader, Inc.
Neither Keller Williams Realty, Inc. nor its affiliated companies warrant any product or services delivered under this program.
All products and services are provided by Market Leader, Inc. 1

2. Three Secrets to Growing Your Business

3. Understand today’s online consumer
What information are consumers gathering online?
• Pictures and details about homes on the market
• Specific school information
• Neighborhood info and demographics
• Specific market conditions
• Short sale/foreclosure benefits and traps
• How to successfully purchase a home
• What is my current home worth?
Today’s choices …..what are the real differences?
• Google, Bing, Yahoo
• HouseValues.com and Justlisted.com
• RealEstate.com
• Trulia, Zillow, Realtor.com
• Company branded websites
• Craigslist

4. Challenges for Today’s Agents
Building, growing and managing a successful real estate business
Generate
leads
Generating leads
Engaging leads
Continue Engage
relationship leads Winning business
Having fun
Convert
leads

5. What is your GCI goal?
Suspects or website visitors
Leads
Prospects or contacts
Listings and buyers
Transactions
Income

6. Be Found

7. Targeted, Centralized Lead Generation Strategies
• Value proposition
lead capture tool
• Paid lead generation
• Craigslist
• Social media sites

8. Prospect Experience
homes for sale in anchorage ak

9. Attract Motivated Buyers

10. Paid Advertising

11. Keys to capturing leads on Craigslist
• Consumer focused website
• IDX Feed from Your MLS
• An Attention Grabbing Headline
• Short and concise message
• Always link back to your website in front of relevant content!
• Instant gratification
• Value proposition lead capture
• Attack FBSO section
• Post your listings during peak hours
• Wait 48 hours before reposting or removing
• Service oriented, not the sales approach

12. Craigslist: What is an Ad Headline and Body?
AD HEADLINE
AD BODY
AD HEADLINE

13. ‘Call to Action’ Ad on Craigslist
• Short and concise message
• No disqualifying content
• Include a call to action
• Always link back to your website in front of relevant content!
• Instant gratification
• Service oriented, not the sales approach

14. Farm ‘FSBO’ Section of Craigslist
• Attack this section!
• Provide value proposition
• Targeted messaging
• Relevant content
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15. Social Media
• Networking opportunities
• Don’t just post listing or homes
• Provide relevant neighborhood content
• Utilize a value proposition call to action

16. Neighborhood Expert

17. Must move leads through the funnel
Suspects or website visitors
Leads
Prospects or contacts
Listings and buyers
Transactions
Income

18. Demonstrate your Experience
Provide relevant content
• Neighborhood information
• Market analysis
• Foreclosure/short sale info
• Recommended listings
• Offer a free comparative market analysis
• Offer a relocation package
• Offer tips for 1st time homebuyers

19. Know exactly when the right time is to engage
• Consumers that are viewing
homes on your site
• Know your lead before you reach
out to them
• Consumers that are saving homes
on your site
• Consumers that return to your site
• Consumers that need a
comparative market analysis
annually
• Contact management system that
identifies your HOT buyers from
your browsers

20. 4 strategies to guarantee lead engagement
• Recommended listings
– Most relevant content to online consumer
– 9 out of 10 consumers start their search online to view homes
– Drives the consumer BACK to your site
– Eliminates other search engines
• Market Insider/neighborhood data
– Up to date neighborhood data
– Value proposition to your business
– Demonstrate expertise
• Daily listing alerts
– Consistent technology that drives your consumers back to your store
– Opens windows of relevant content
– Provides a reason for your prospects to contact you directly
• Integrated Marketing Center
– Integrated print and email campaigns to drive consumers back to your site
– Relevant content based on different consumer demographics

21. Prepare for Contact
Prepare prior to 1st contact
• What assumptions can you make based on activity?
– What do you know?
– What is your consumer thinking? Feeling?
Behaving like? Motivation?
• 1st goal is not to sell them
– Confirm information rather than interview or interrogate
• 1st goal is to eliminate them going to another search engine
Be Prescriptive –Status/Group/Campaign
• Every lead is placed in a status
• Next goal is to demonstrate your expertise by providing them with
knowledge
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22. Stand Out Online
VS
Unique & Successful Another Face in Crowd?