The Automatic Agent Automating Your Online Lead Gen Nick Baldwin, co-founder - Lab Coat Agents
Overview
Why Automate?
Automation is the Key to Growth
How Are Buyers Searching for Homes? Buyers aged 32 make up the largest share of home buyers. The top places where REALTORS place their listings are realtor.com, Zillow and Trulia. 52% of homebuyers used an iphone to look at homes online. 51% of buyers found their home on the Internet. 34% of buyers found their home through their REALTOR. 1% of buyers found their home in a printed magazine or newspaper. *NAR 2017
The Home Buying Journey 94% Begin their search ONLINE 65% Their 1 st action is requesting a showing of a home they saw ONLINE. 33% Found the agent they used to buy a home, ONLINE.
Then Why Is This Happening? 50% of online leads never even get a single response! Hubspot Stat
Don t Give Up! Online leads need an average of 5 follow-ups before contact is made! Hubspot Stat
Why Follow-up Matters 78% of home buyers use the first agent they meet Following up with ONE online lead within 5 minutes makes you 900x s more likely to convert them. Waiting 10 minutes makes you 400x s LESS likely to convert. Info from Hubspot & Follow-Up Boss
Five Stages of Lead Follow-Up AUTHENTICITY & HONESTY: Show the customer you are real. Be specific in your replies and answer truthfully and honestly. ATTENTION: Overwhelm the lead with attempted contacts via different automated media channels. APOLOGIZE: I m sorry if I m bugging you; we just want to make sure you re taken care of. It humanizes the touches. ENGAGE: Once lead responds, be quick to reply! CONVERT: Offer value. Set appointment!
Facebook Ads! Traditional FB Ads Why they rock! LEAD ADS!!!
Where Do You Make One? In Facebook Ads Manager
Facebook Ads What makes a good traditional FB Ad Pretty picture Carousel Ads Short Text Description with CTA Make people want to look and not keep scrolling Why FB ads are great Inexpensive- $7-$10/day for 10 days per ad Target database/neighborhoods, etc Reach profiles you may not have otherwise Where do they lead? Your website/blog/landing page While traditional Facebook ads can get you reach, they don t tend to get you as many full or accurate leads.
Facebook Lead Ads LeadAds are Facebook landing pages and they auto-populate the information from the lead s Facebook profile. So it is a full & accurate lead 99.9% of the time in my experience. LeadAds have similar or the same content as a traditional FB ads. Cost slightly more than a traditional FB ad because lead quality is higher. Where do they lead? Where ever you want. Website, single property site, a blog, etc.
What Else Do They Do? More Volume: Higher lead flow. Less qualified. Higher Intent: Lower lead flow. More qualified.
You Can Also.. Add custom questions. Multiple choice. Schedule Appointments!!! Examples of questions: When are you looking to buy? Are you pre-approved? What s your price range? Would you like a house Or condo? Are you committed to An agent?
Approve info. Discourages accidental clicks. More qualified leads. Slide to Submit:
Ads Manager Where the Leads Go
FACEBOOK LEAD FUNNEL: Half Man. Half Machine.
The System! ISA begins calling Automatically send personalized Voice mails, text messages and emails without lifting a finger. -Once a lead comes in from your lead source (facebook) AgentLegend turns on and automatically contacts the lead. -On day 2 we also have our ISA start to call the leads -If the lead responds to Agent Legend, it automatically stops. If the lead responds to our ISA first, we turn of the AL campaign.
The Real Results 50 % RESPONSE RATE on Facebook Leads
Sample Scripts FIRST TEXT: Hi [[FirstName]], thanks for looking at homes today on our website from Facebook! I left you a VM before, but thought following up by text might be easier for you. Did you find a home you like or do you have something specific in mind, such as a certain part of town or price range? -[[My Name]] Longer Nurture Second Text. The Nudge: Oh, I forgot to ask are you looking for a fixer-upper to flip or a home to live in for yourself? Third Text: Hey again, [[FirstName]]. Wanted to check in with you again regarding your home search on my website. If I m bugging you, I m truly sorry. We want to make sure you re taken care of. When would be a good time for you to see homes for sale? Fourth Text Hi [[FirstName]]. Hope you're having an awesome day. I'd like to send you some more homes like the ones you looked at initially. Can you let me know what your specific price range is? Lead typically replies in 4-5 touches
Offer Value Example of 1 text we use combined with local info. Shows knowledge and authenticity. Use blogs, videos, community info as well.
CONSUMER LEAD PORTALS: Less Man, More Machine
The Systems Human Powered Computer Powered
When a lead comes in the lead automatically goes into both Riley (your assistant) and Agent Legend. Riley automatically replies with text in 2 minutes or less. Then 1 hour later, Agent Legend kicks in. RILEY AGENT LEGEND Buys time, portal leads are demanding Text 1 hour later as YOU: Hi [[FirstName]], thanks for your property inquiry through REALTOR dot com! My assistant may have texted you earlier and I wanted to follow-up as well. Were you interested in more info on [[Property: Street Address]], or did you still want to set up a time to see it? -[[My Name]] Portal leads are instant gratification. Follow up needs to be specific to the inquiry: reference the property. A generic response won t allow the lead to remember what ad the response came from. Too generic will sound robotic and lead will be turned off.
Here s How It Looks 1 Hour Later
The Real Results
CRAIGSLIST LEAD FUNNEL: All Machine
Wait..Craigslist?! Motivated Leads Bottom of Funnel Inconvenient CTA s (good thing)
Craigslist Lead Generating CraigsList leads are ready to buy in the next 60-90 days CraigsList removed click-able links which actually increase the value of the leads that come in Leads have to stop what they are doing to contact you and request information Great for finding investor clients
The Craigslist Drip All Machine CallAction is the only marketing automation platform that can be used with your offline or online lead generation efforts to respond to inquiries from the three primary forms of communication: phone calls, emails and text messages.
Key Codes and Drips Keycode Campaign Key codes trigger initial response They connect to drip campaign Unlimited Numbers Can be used on any marketing 1. Signs 2. Facebook 3. Mailers 4. Cell Phone 5. Zillow/Realtor
The Craigslist Campaign 1. Text 2. Video 3. VM Drop 4. Text
The Best Combination Letting the AI send text, email, video text, video email, and drop VM. Having your ISA s/agents make the calls to connect. Having ISA s/agents focus on Last Visited leads and Hand Raisers.
The Hand Raiser
Top Secret Conversion Tip EMOJI S
Takeaways Respond in 5 minutes or less Always refer back to where the lead came from in your response Be creative and eye catching to get the most interaction Lead generation doesn t have to be thousands of dollars per month Have systems in place and leverage your time with supplemental products if you can t keep up with it all Focus on Hand Raisers & a combo of Human and AI interaction. Offer Value: Blogs, market updates, videos, etc. BE AUTHENTIC!!!
Don t Over-Complicate It Start Automating. Start Closing. Start going on more appointments. Get in-front of real people. Let computers do the dirty work!
Nick Baldwin nickbaldwin@kw.com 973.903.0446 Join LAB COAT AGENTS today!