Taught at the Florida Convention

1. Incubating and Converting
Internet Leads
Amy Chorew, VP Platform Development Karlton Utter, Director of Learning
Better Homes and Gardens Real Estate LLC

2. “Quit looking for the people you’re
looking for and start looking for the
people that are looking for you”
- Doug Firebaugh

3. Lead generation is not the problem,
it’s that we don’t understand where
they are in the process.
The Great Disconnect

4. Some Numbers
________ of leads feel that response time is “extremely important” when
deciding on their real estate agent.
______of internet home buyers expect a real estate agent to contact them
within ______hours of their online inquiry.
50% of e-buyers take ________ months actual incubation (NAR).
The first real estate agent to respond to a lead increases conversion ______%.
86%
4
96%
12
238

5. Society is Changing

7. Business
Cards
Dependent
Email and Static Websites
Print: Direct mail, signs,
business cards

8. Independent
Blogs, Video, Photos, Local Content
Agents Reviews, Facebook, Social Media,
Google Searches

9. Next Generation Consumer

10. 1a. Know the Mindset of
the New Consumer

11. Next Generation Mindset
Not the “Me” Generation
 71% understand that homeownership is not
something they deserve; rather it’s earned
 Nearly all are willing to adjust their lifestyle to
save for a home
• Eating out less (62%)
• Working a second job (40%)
• Moving back home with their parents (23%)

12. Next Generation Mindset
Homeownership is the New Bling
 75% believe owning a nice home is a
fundamental indicator of success, versus:
• Taking extravagant vacations (12%)
• Owning an expensive car (9%)
• Owning designer clothing (5%)

13. Next Generation Mindset
First Things First
 Gen X and Y want to make sure they are ready to
own
• 69% believe someone is ready when they can afford
to buy while also maintaining their lifestyle
• 61% percent of respondents say the “readiness
indicator” is when they’ve landed a secure job

14. 1b: Know their
Attributes

15. Next Generation Attributes
The Fix-It Generation
 Nearly 1 in 3 would actually prefer a “fixer-upper” to a house with
minimal repairs needed
 Nearly half would be more likely to tackle a home maintenance problem
themselves, rather than calling a professional to handle the job
 72% consider themselves just as handy—if not more so—than their
parents

16. Next Generation Attributes
BIGGER Isn’t Always Better:
 Unlike their Baby Boomer parents, 77% prefer an “essential”
home compared to a grand stereotypical luxury home
 43% want a more customized and less “cookie cutter” home and
seek for each room of their home to serve a purpose fit for their
lifestyle
• 1 in 5 agree that “home office” is a more appropriate name for
their dining room based on what they typically use it for
• 43% would like to transform their living room into a home theater

17. 2. Position Your Business
for the Future

18. Next Generation Agent– Brand Matters

19. Inventory
How many listings sold last month in your market area?
What was the average selling price?
Which neighborhood saw the most activity?
What is the most recent listing in your neighborhood?
Tell me about it!

20. Neighborhood Knowledge

21. What am I selling again?

22. The Bottom Line:
Create:
- Trust
- Credibility
Make a promise and keep it.

23. Moment of Truth
Ring Ring, You’ve Got Mail, Dink, Bling, Flash, etc.
Answer your phone/Respond to message ASAP
“Your mailbox is full and not accepting new messages”
Close the appt. quick – not too many questions
Get all contact info
Send an immediate email to confirm appt. and provide your
contact info
Send a calendar invite
Immediate Video Response

24. POWER QUESTION
What was it about this home that
caught your attention?
WANTS AND NEEDS!!!

25. 3. Connect with the
Internet Consumer

26. Consumer’s journey to
buying a home.
Consideration
16 Months
Online Research
7 Months
Active Search
3 Months
Transaction
One Month
Post Sales
2+ Months

27. 4. Setting up a System
that works
Phone Calls
Emails
Digital Drip Campaigns
Presentation

28. Challenges in Internet Follow-Up
Agents don’t follow up quickly enough – need
a process
Agents give away too much information in
their replies
Agents don’t know how to transition from
‘cold communication’ (email) to warm
communication – phone
‘Conversion rates’ are much lower than the
agent imagines
Time frames much longer than the agent
imagines

29. Speed of Response
The first agent to make
contact is . . .
238%
more likely to convert a lead.

30. Motivated – Converts 1 to 3 weeks
Goals
 Meet Face to Face
 Pick up the phone whenever possible
 Respond in the same way a lead
contacts you
 Make sure leads know how to best in
contact with you

31. 12 – 16 Months out
50% take between 12 to 24 months to move from
“inquiry” to “transaction.”
This is where Digital Marketing Campaigns fit in!
 High Frequency until they remember you
• Get remembered
• Impact
• Build relationships

32. So, when that lead arrives,
make sure you respond...
Automatically!

33. Phone Call Strategy
They make phone calls too!

34. Find a reason to make a call!
Call the first day to your lead to try and contact
them.
 On average it takes 8 to 10 follow up contacts
 Power Message

35. Non Responsive Leads – Go Digital
Set them up on a digital email drip, then follow up

36. Use Email

37. Close on a Buyer Consultation

38. Find a reason to check in!
Make at least 10 Follow Up Attempts

39. • Digital Marketing
Campaign
• Mobile web site (36% of
home shoppers use their
mobile device while
watching TV)
• Use Presentations
5. Have the Tools

40. Next Generation Agent – Culture
Virtual Meeting Rooms – Join.me

41. Next Generation Agent– Culture
Easy Access to Marketing – Slideshare.com

42. Next Generation Agent – Agent Tools
Presentations on iPad

43. Thank you!
Access to Slides:
www.slideshare.com/ amychorew