Presented at Keller Williams Family Reunion 2014

1. Back to Basics: Turn LEADS into Clients
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.
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2. Three secrets to growing your business

3. What does success look like?
Suspects or website visitors
Leads
Prospects or contacts
Active consumers
Motivated consumers
Transactions / income

4. Understanding today’s consumer
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9 out of 10 consumers start their search online
Pictures and home details are the #1 driver
Increased emphasis on neighborhood and school details
Market conditions are highly important
Sellers are searching for their home values online
Details on short sale/foreclosure benefits and traps are very popular
70% of consumers choose their agent based on the first person that provides
relevant information
Over 60% of consumers choose their agent in less than a day
More choices to gather information and research:
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Search engines
Social media
Craigslist
3rd party websites
Company branded websites
Agent websites
www.milliondollarpipeline.com

5. Be able to identify each demographic
TRADITIONALS
– Over the age of 66
– Most are retired
– Looking for more efficient living spaces
– Could be looking for vacation homes
– Still answers to print and email
campaigns
MILLENNIALS
– Under the age of 35
– First time home buyer
– Technologically savvy
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Internet, social media, search engines
– Gathers info on their own to enhance
their buying experience
BABY BOOMERS
– Between the ages 47 - 65
– Very diverse set of needs
– Some are looking towards
retirement
– Some have been hit hard by the
recession and are looking to
downsize
– Quite a few “empty nesters”
GENERATION X
– Between the ages of 35 - 47
– Ready to “trade up”
– Some make up “first time home buyers”
– Technologically savvy
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Internet, social media, search engines
– Values suburban amenities
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Good schools, parks and neighborhood data

6. What are the 3 types of internet leads?
HOT Leads
Characteristics
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Provides a valid phone number
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Ready to buy
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Doesn’t know a buyer’s agent in
their area
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Will work with the first agent to
show understanding of their needs
What works:
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Get to them first! Respond now!
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Show your knowledge of the area
and real estate
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Clearly communicate the
information they are looking for
MODERATE Leads
Characteristics
• Looking for information
• Went to the internet to do their
own research but need help
• Need relevant content in order
to make the best decision
• Wants to remain behind the wall
of the internet
What works:
• You have to work these leads
• Use the tools available in your
Pro System
• Share your personality
• Provide education using your
knowledge
• Get them back on your site!
LOW Leads
Characteristics
• Just looking at properties – probably
10-12 months out
• Doesn’t like to have 1:1
conversations - difficult to engage
• Might already have an agent
• Just browsing
What works:
• #1 goal - drive them back to your
website within 6 days
• Use the tools available in your Pro
System
• Only reach out with relevant content
and a value proposition
• NEVER just touch base, or random
follow up
• Trust your system and tools

7. Be Found

8. Online consumer timeline
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9. I have a new lead! Now what??

10. The 2 reasons associates fall short of their goals
 Reason #1: There’s not enough leads in
your pipeline
 Reason #2: Your leads are going
somewhere else to buy a home

11. What is the right approach?

12. 4 Essentials to increase engagement
www.milliondollarpipeline.com

13. Stop their search
Consumer
Your #1 Goal with
EVERY NEW LEAD…
1 – Drive them back to your website
2 – Eliminate other search engines
3 – Determine timeline & demographic
Site
System

14. Steps to success: New contacts
– New lead
• A lead should only be a new lead once it comes in
– Retry
• Used during the first 7 days while you try to get them back
– Active
• Once they come back to your site they become active
– Inactive
• For leads that don’t return to your site during the 7 days
– Hot
• Consumers that are motivated, engaged and are probably in Phase 3
– Sold
• All converted leads
– Trash
• Any lead that can’t be contacted due to inaccurate information

15. 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 website
• 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 website
• Relevant content based on different consumer demographics

16. 7-day plan of attack
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Day One: Recommended listings
Day Three: Market Insider link via email
Day Five: Listing alerts
– Fine tune listing alerts
– Resend additional recommended listings
– Email link to specific community pages
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Day Seven: Add to your “10 Days of Pain”
Campaign
– Also add to Market Insider Newsletter
Action tip: Set reminders to check the status
of your lead for 2 days after each step!

17. 10 Behavior triggers
• Viewed home
• Saved home
• Set-up listing alerts
– New or refined alert
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Request more info on listing
Zip code/neighborhood change
Short sale/foreclosure home
Condos/Townhomes –HOA
Viewed Market Insider report
Pre-approval request
Phone number

18. Building your business
Suspects or website visitors
Leads
Prospects or contacts
Active consumers
Motivated consumers
Transactions/income

19. Putting it all together
The Million Dollar Pipeline Program:
• Lead Generation
• Identify the number of leads you
need
• Learn to market-proof your business
by diversifying your lead sources
• Lead Engagement
• Effectively communicate with more
consumers
• Turn more leads into clients
• CEO Training
• What they didn’t teach you in real
estate school!
• Act as the CEO of your own small
business

20. Million Dollar Pipeline Program Overview
The Million Dollar Pipeline Program by Market
Leader offers you all the resources and expert
training you need to generate more leads and
exceed your transaction goals.
The Program includes:
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Weekly live workshops (Million Dollar Mondays)
Exclusive access to the MDPP Facebook group
page – interact with other MDPP agents
Your personal notebook each week
Access to the MDPP website

21. Visit MillionDollarPipeline.com
www.milliondollarpipeline.com

22. Private and exclusive MDPP Facebook group page!
www.milliondollarpipeline.com

23. Jack Markham
Director of Online Strategy, Market Leader
Email: JackM@MarketLeader.com
Twitter: @Markham18
Facebook: http://www.facebook.com/markham18
LinkedIn: http://www.linkedin.com/in/jackmarkham