Class 3: Got the Response, Now Whatt?? How to Keep the Conversation Flowing

Transcription

1 Class 3: Got the Response, Now Whatt?? How to Keep the Conversation Flowing Digital body language is about reading the clues your leads are giving you based on search criteria and website activity. This lead engagement class will explore the top behavior triggers so you can better respond to your leads and identify your window of opportunity. You ll leave with a follow-up strategy for each trigger behavior. Active Leads This workshop focuses on Active leads. An active lead is any lead that returns to your website. Top Consumer Behavior Triggers Below are key behavior triggers to watch for in your system. Once you identify the behavior, you can create an action plan to follow up with leads. Example follow-up actions are listed for each behavior. 1. Viewed Homes The homes consumers are viewing on your website says a lot about the home they are looking for or possibly what their current home is worth. Identify trends or patterns such as: Type (condo/short sales/foreclosure) Neighborhoods Price range Features (view/vaulted ceilings/pool) Number of bedrooms/baths Mental checklist: Is there anything that stands out from the homes that were viewed? Any common features? Have your showed or visited any of the homes that were viewed?

2 Once you have identified a pattern, you can provide relevant content. Example: The lead has viewed homes in a very family friendly neighborhood with 3-4 bedrooms. Response: I noticed you were viewing [property X on street name]. That is a fantastic neighborhood with great schools! I m very familiar with the community and thought you may find the following property interesting. [Link to similar property listing on your website] There is also great neighborhood data on my website if you d like to check it out. [Link to Market Insider tab of your website with relevant Zip Code] Let me know if you are ready to view any properties or if you are just browsing I ll leave you alone. =) This type of response provides value, gets them back on your website and lets the consumer know you are an expert without being to pushy. Hopefully it will help identify their timeline as well. Remember to set a reminder to check back in a week so you can stay topof-mind. 2. Saved Homes Saved homes are very similar to viewed homes only the consumer may be slightly further along in the buying process since they are actually saving favorites. Same rule applies to this group, identify trends or patterns and respond accordingly.

3 Pull up the home in the MLS o Collect as much information on that home o Try to find information that is not available to the consumer Contact the listing agent o Try to gather even further information not listed in the MLS o Get the dirt on the home, the back story if any Drive by the home o Take a few street view pics o Take a quick second video When you contact the consumer with this information, now is also a great time to ask about their timeline are they just looking or on a quick timeline? Tip: Remember, this is your agent courtship. Don t come across too strong or you ll scare them away! This stage is about providing information beyond what they can see online and building trust that you are an abundant source of information. 3. Set Up or Refine a Listing Alert NEW listing alert o Understand what they are looking for to tailor your communication Refined listing alert o Review what changed Alert frequency? Added search criteria? Removed search criteria?

4 Based on the listing alert criteria, you can follow the action plan in behaviors 1 and 2 above. Provide relevant content, drive them back to your website, demonstrate your expertise and try to get a feel for their timeline. 4. Request More Info on a Home Warning: Don t just call and ask if they want to go see the home! Use the MLS and listing agent to help you gather more information on the listing Drive by the property and take video or additional photos 5. Zip code/neighborhood Change Clearly an opportunity to provide insight into the new neighborhood they are searching. Did they also update their listing alert? Offer to update it for them. Send an with a link to the new Market Insider report highlighting Market Analysis 6. Viewed Market Insider Report Be sure to identify which report they have viewed. Market Analysis A potential seller Local schools Might be Generation X and a buyer and seller Compare Areas Gather insight into communities they are comparing and offer additional information. Are there homes for sale in those Zip codes they haven t viewed yet?

5 Market Insider Newsletter Sign them up for the newsletter if they haven t already. 7. Updated Contact Information This is an indication that they have moved into phase two of their timeline. Use updated info to communicate with them moving forward and start to work in the value proposition of what you bring as an agent in addition to providing relevant content. 8. Request Pre-Approval This could be an indicator that your lead is becoming a client and getting ready to pull the trigger on buying or selling, and provides you an excellent opportunity to engage them with relevant content. Leverage your network of lenders and not only refer them but take the time to make an introduction or offer to help set up the appointment. 9. Opts Out of Campaign or Listing Alert

6 Don t panic and don t take it personal! You ll still be able to view website activity should they return to your site. If you have clues regarding their timeline, set a reminder for yourself to reach out in X months. If you don t know a timeline, set the reminder for 60 days. Example Hello [First name], Just checking in to see how your real estate search is going. Please let me know if you have any questions regarding property values in [X neighborhood]. I thought you may find this listing interesting that just came on the market. [Link to listing on your website similar to their listing alert criteria] There are some great listings on the market and this is a great time to buy if you are still in the market. Regards, In Summary Learn: Define Active Leads Implement: Identify behavior triggers as your window of opportunity Customize: Create your action plans for those triggers/opportunities

7 Effective Communication Best Practices Useful and specific subject lines Relevant content is vital Problem recognition Information gathering Compare alternatives Evaluate options Open-ended questions with call to action What are some of your must have s in your next home? Near downtown? Open floor plan? Are you in the process of relocating? What brings you online searching for homes in Washington? Leverage links to correlate to content Thank the consumer for their inquiry Short, concise and purposeful content Jazz Up Your Subject Lines NAME: 2 new condo s on the market in CITY NAME: 1 more home in CITY for you to view NAME: Neighborhood comparison between CITY and CITY NAME: Neighborhood info and inventory trends for CITY NAME: Updated valuation of your home

8 NAME: Home prices up 7% in your neighborhood NAME: This is Debbie from Bellevue Homes for Sale or. NAME: Thanks for registering on my site NAME: Some notes about short sale listings NAME: Some notes about getting pre-approved NAME: 1 minute Neighborhood Video