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INTERNET LEAD GENERATION

INTERNET LEAD GENERATION. Steve and Kat Sanders 951-847-7353 katlady@ca.rr.com. Why You Are Here. Introduction. Goal of the Class:.

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INTERNET LEAD GENERATION

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  1. INTERNET LEAD GENERATION Steve and Kat Sanders 951-847-7353 katlady@ca.rr.com

  2. Why You Are Here Introduction Goal of the Class: Internet Lead Generation is designed to teach you how to create an effective web presence, generate a massive amount of leads to it, and convert those leads into active clients. We will also show you how to create your economic strategy, how to budget for your Internet presence, and how to integrate key hires for your Internet business into your team. Page3

  3. What You Will Learn Introduction • The Internet in Real Estate • The Internet Economic Model • The Internet Lead Generation Model: Create and Maintain Your Internet Presence • The Internet Lead Generation Model: Lead Generate for Traffic • The Internet Lead Generation Model: Capture, Cultivate, and Convert Leads Page4

  4. What You Will Learn Introduction • The Internet Budget Model • The Internet Organizational Model • Putting It All Together Page5

  5. Chapter 1: The Internet in Real Estate Objectives • The Internet • The Goal of a Real Estate Website • What Is an Internet Lead? • The Online Consumer Experience • Internet Mythunderstandings • The Four Key Models Page8

  6. Fig. 1.1 First website – CERN’s WorldWideWeb site created by Sir Tim Berners-Lee The Internet The Internet in Real Estate • What is it? 1969 – U.S. Department of Defense 1983 – Concept of the “Internet” 1991 – CERN 1993 – Mosaic (first web browser) 1990 – Archie (first search engine) 1996 – Internet adopted by pop culture Page9

  7. The Internet The Internet in Real Estate • Do people use it? • 79% of Americans go online • Spend an average of 13.3 hours per week on Internet • 66% access the Internet from home • How do they use it? • Internet shopping (consumer revolution) • Email, instant text messaging, etc. (communications revolution) • Mobile Internet access Pages 9-10

  8. The Internet The Internet in Real Estate Page10

  9. The Goal of a Real Estate Website The Internet in Real Estate Answer 1. Homes for sale 2. Information about an area 3. Value of their home Only 3% of Internet buyers went online to look for an agent in 2005. Page11

  10. The Goal of a Real Estate Website The Internet in Real Estate • The Enticement • Birth of “multiple listings” concept • Growth of Multiple Listing Service (MLS) • Arrival of Internet Data Exchange (IDX) Pages 11-12

  11. The Goal of a Real Estate Website The Internet in Real Estate • Lead Capture • IDX Registration • Buyer Instant Notification System (BINS) • CMA Request Form – Homevalues.com A BINS is … An IDX tool that allows buyers to save their searches and automatically receive emails of new, matching MLS listings from your site. Page13

  12. What Is an Internet Lead? The Internet in Real Estate Common Consensus: An Internet lead is “any consumer who registers through a website.” Two problems exist with this definition: • Tracking the Lead Source • The Mind-Set Page14

  13. What Is an Internet Lead? The Internet in Real Estate 1. Tracking the Lead Source Answer Agents source their leads to determine: • Where their business is coming from. • And, therefore, where they should spend their advertising dollars. Page14

  14. What Is an Internet Lead? The Internet in Real Estate 2.The Mind-Set Think of your website leads in terms of an open house. Pages 15-16

  15. The Online Consumer Experience The Internet in Real Estate • Consumer Adoption of the Internet • Who Is the Online Consumer? • Do Online Consumers Use Agents? • How Do Online Consumers Find Their Agents? • Who Do Buyers Go Online? • What Websites Do Buyers Visit? Page17

  16. The Online Consumer Experience The Internet in Real Estate 1. Consumer Adoption of the Internet Fig. 1.2 (Source: NAR “2005 Profile of Home Buyers and Sellers” *Data for “Found Agent on the Internet” unavailable before 2000) Page17

  17. 1. Consumer Adoption of the Internet (cont.) The Online Consumer Experience The Internet in Real Estate Fig. 1.3 (Source: NAR “2005 Profile of Home Buyers and Sellers”) Page18

  18. The Online Consumer Experience The Internet in Real Estate 2. Who is the Online Consumer? Fig. 1.4 (Source: CAR “2005 Internet vs. Traditional Buyer Study" and NAR “2005 Profile of Home Buyers and Sellers”) Page19

  19. The Online Consumer Experience The Internet in Real Estate Two important characteristics about the profile of Internet consumers: • It’s a profile of Internet buyers—not sellers. • The Internet has made finding homes for buyers easier for agents. Page20

  20. The Online Consumer Experience The Internet in Real Estate 3. Do Online Consumers Use Agents? Fig. 1.5 (Source: NAR “2005 Profile of Home Buyers and Sellers”) Page22

  21. The Online Consumer Experience The Internet in Real Estate 4. How Do Online Consumers Find Their Agents? Fig. 1.6 (Source: NAR “2005 Profile of Home Buyers and Sellers”) Page23

  22. The Online Consumer Experience The Internet in Real Estate 4. How Do Online Consumers Find Their Agents? (cont.) Do Buyers and Sellers Find Their Agents Online? NAR CAR 86% of Internet buyers found their agent online. 7% of all buyers and 1% of sellers say they found their agents through the Internet. Fig. 1.7 (Source: CAR “2005 Internet vs. Traditional Buyer Study” and NAR “2005 Profile of Home Buyers and Sellers”) Page23

  23. The Online Consumer Experience The Internet in Real Estate 5. Why Do Buyers Go Online? Fig. 1.8 (Source: NAR “2005 Profile of Home Buyers and Sellers”) Page24

  24. The Online Consumer Experience The Internet in Real Estate 5. Why Do Buyers Go Online? (cont.) Fig. 1.9 (Source: NAR “2005 Profile of Home Buyers and Sellers”) Page25

  25. The Online Consumer Experience The Internet in Real Estate 6. What Websites Do Buyers Visit? Fig. 1.10 (Source: NAR “2005 Profile of Home Buyers and Sellers”) Page26

  26. Internet Issues The Internet in Real Estate Are Agents Using and Marketing Websites? The CRT’s “2005 Technology Efficiency Study” shows that only 68% of Realtors have a website and 60% of those who have a site don’t do anything to maximize traffic. Page27

  27. Internet Errors The Internet in Real Estate The Six Mistakes between You and Success on the Internet Are … Page28

  28. Internet Issues The Internet in Real Estate Truth Nor should you be! Hire somebody or use templates. Pages 28-29

  29. Internet Issues The Internet in Real Estate Truth Yes, you do. You just don’t know it yet. Page29

  30. Internet Issues The Internet in Real Estate Truth Sure they can, but that’s not the point. Page30

  31. Internet Issues The Internet in Real Estate Truth No, they don’t have to be, and besides, they’re a great investment. Pages 31-32

  32. Internet Issues The Internet in Real Estate Truth Yes, you can, and it’s simpler than you think. Page32

  33. Internet Issues The Internet in Real Estate Truth Every lead is a good lead if you have an effective way to convert it. Page33

  34. Internet Issues The Internet in Real Estate Truth People don’t care how good you are. They are there to get information. Give them what they want. Page33

  35. The Internet Economic Model We asked Internet agents: • How many visitors were coming to their site? • What percentage were buyers and what percentage were sellers? • How many registered? • How many of those registrations turned into appointments? • How many of those appointments turned into agreements? • How many of those agreements turned into closed sales? The average conversion rates were … (see next slide.) Page39

  36. The Internet Economic Model Website Conversion Study (Fig. 2.1) Page39

  37. The Internet Economic Model Top agents in our study received between 70,000 and 120,000 visitors to their site per year. Let’s look at what happens if your lead generation efforts drive 100,000 visitors per year to your website … Page41

  38. 1There was little variance in seller conversion rates, so no ideal seller rate. 2“Ideal Buyer” column uses the best registration, appointment, and agreement rates found among agents in the study. 3Assumes average commission of $6,000. Fig. 2.3 Page41

  39. Buyers are the Overwhelming Majority of Website Visitors • 85% of visitors were buyers • 15% of visitors were sellers • Sellers are Much More Willing to Register • 20% conversion rate for sellers • 3.25% conversion rate for buyers Page42

  40. Number of Visitors • Where you advertise • What you advertise • How you advertise • Visitor to Registration Conversion Rate • How well your site matches your marketing promise • How quickly consumers are able to find what they're looking for • How you get consumers to register • Registration to Appointment Conversion Rate • Whether your follow-up meets their needs • How aggressive your follow-up is • How consistent and sustained your follow-up is Page47

  41. The Internet Lead Generation Model

  42. Elements of a Great Website Anatomy of a Website 1. Page Title 2. Navigation 3. Header 4. Body 5. Body 6. Points of Interest 7. Ask for the business

  43. Elements of a Great Website What Makes a Website Great A great website is one that captures leads. Page53

  44. Elements of a Great Website Truth Internet consumers want to see properties and home values. Page53

  45. Why are they there? • Emphasize what they are looking for • Make what they are looking for easy to find • Don’t baffle them with bull, dazzle them with brilliance “Put what they want at the front of the store.” – Sam Walton, founder of Walmart Page54

  46. What Should Your Website Have on It? Fig. 3.3 Page55

  47. General • Credible, Branded Image Question What are some things that you wouldn’t have on your site because they would annoy visitors? Page56

  48. Elements of a Great Website The Internet Lead Generation Model • General (cont.) • Calls to Action • Sign up • Email me • Call me • Compelling Domain Name • Keep it simple • Make it relevant • Get creative Pages 56-58

  49. Domain Name

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