My Home Alerts:

Automated listing alert emails

Real Estate Information & Newsletters:

Marketing Emails

A Bigger, Better 2015Part 2: Engage & Convert

Jenn Tervo

Customer Success Trainer

Why Fill Your Pipeline?

More Leads = More Opportunity

Types of Lead Generation

My Home Alerts:

Automated listing alert emails

Real Estate Information & Newsletters:

Marketing Emails

Traditional Online Free Paid

Time VS. Money

Responding to New Leads

• Stop their search

• Get them back to your website

• Eliminate other search engines

• Read online behavior

• Determine their timeline

Your Goal With New Leads

Your Initial Contact

• Fast response

• Thank them

• Personable

• Serviceable, not hard selling

• Must include value prop

• Offer to set up listing alerts

• Goal is not to win the appointment

What About Third-Party Leads?

1. Thank them for finding you

2. Let them know they’ll be

receiving a welcome email

3. Include value proposition

4. Then send welcome email

Trulia, Zillow, Realtor

• Get a free home evaluation

• Semi-annual home valuation

• Monthly market reports

• Inventory trends

• Automated listing alerts

• Real estate trends

• Your expertise and/or service

• New homes on market

Value Proposition

Reading Your Leads

Online Consumer Timeline

Viewed Homes

My Home Alerts:

Automated listing alert emails

Real Estate Information &

Newsletters:

Marketing Emails

• Any common similarities?

• Identify patterns:

• Type

• Viewing Frequency

• Price Range

• Beds / Baths

• Features

• Area / Neighborhood

Saved Home or Request Info

• Identify trends or patterns

• Pull up the home in the MLS

• Contact the listing agent

• Try to gather more info

• Get back-story

• Drive by the home

• Take more photos

• Take a short video

• New listing alert:

• What are they looking for

• Tailor your communication

• Drive them to your website

• Refined listing alert:

• What changed?

• Alert frequency?

• Added search criteria?

• Removed search criteria?

Setup or Refined Listing Alert

• Provide insight into the new area

• Did they update a listing alert?

• Let them get to know the area

• Send recommended listings

• Send a link to Market Insider

• Market Analysis

• Community Info

• School Info

Zip Code or Area Change

• Which report did they view?

• Market Analysis: A potential

seller

• Local schools: Maybe a buyer

and seller

• Compare Areas: Provide info

on the areas they’re comparing

• MI Newsletter: Sign them up

for the newsletter

Viewed Market Insider

• Don’t assume anything

• Engage with relevant content

• Ask questions

• Provide pre-approval info:

• Lender info

• Financing process

• Mortgage FAQ’s

Request Pre-Approval

When They Unsubscribe…

• My Home Alerts:

• Automated listing alert emails

• Real Estate Information & Newsletters:

• Marketing Emails

• Scheduled Marketing Emails

• Market Insider Newsletter

• Automated ICW Emails

• Campaign Emails

Engage & Convert in 2015

My Home Alerts:

Automated listing alert emails

Real Estate Information & Newsletters:

Marketing Emails

• Customize your welcome email for a great first impression

• For third-party leads, send a one-off email first

• Drive them to your website so you can read their behavior

• Remember the consumer timeline when engaging your leads

• Provide targeted, relevant content based on triggers

Questions?Want More?

Visit Learn.MarketLeader.com