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Series 3, Workshop 2

Turning Leads Into Clients

Jack Markham & Doug Cherry

• Workshop 1 recap – Z Academy foundation

• Understand what to do when a lead comes in

• Stopping the search – Initial response

• Follow up & building relationships

• Open forum of Q&A with best practices

• Preview of what’s next

The Plan for Today

• Direct link into the Academy Library• Recordings

• Worksheets

• Class notes

Academy Tab in Property Pulse

https://support.Z57.com

Z Academy Facebook page is now live!

Series 3 class schedule

Session Title Date

#2 Turning leads into clients: Lead Conversion April 15th

#3 Converting your existing pipeline: Lead Conversion April 29th

#4 Increasing your lead pipeline: Lead Generation May 13th

#5 Getting the most out of referrals: Lead Generation May 27th

#6 How to maximize an open house: Lead Generation June 10th

#7 How to capitalize off of Social Media: Social Focus June 24th

#8 Implementing accountability: Goal Tracking July 8th

#9 Industry guest speaker: Real Estate Insights July 22nd

#10 Ask the coach: Series wrap up August 5th

Learn

Z Academy Foundation

ImplementCustomize

Building a foundation

Recap from Workshop 1

Leads

Conversion

GCI

Transactions

Do Your Goals Align?

Understand the Lead Funnel

Suspects or website visitors

Leads

Contacts

Active Consumers

Motivated Consumers

Transactions/Income

Timeline phases

Understanding the right approach

I have a lead…now what?

4 Essentials to Increase Engagement

Step 2Step 1

Speed Lead Insight

Relevant

Content

Step 3

Brand

Step 4

Stop the search of the consumer so they don’t work with other agents.

Stopping The Search – The Initial Response

How do you keep them from going back to other channels? (Zillow, Realtor, Redfin, etc)

1. Comprehensive content

2. Knowledge of the area

3. Knowledge of trends in the market

Stopping The Search – The Initial Response

1. New• A lead should only be a new lead once it comes in• Once you start the 10 day plan of attack the status should change

2. Prospect• Used during the 10 day plan of attack• Trying to establish contact

3. Hot• Motivated client that is engaged with you• Pre-approved• Ready to make offers or listing presentation

4. Cold• This is a nurture lead• Needs to be influenced along the timeline• You MUST stay relevant!

5. Warm• Active consumer that is asking questions and engaging• Probably in the process of showing homes• Could be requesting a more formal CMA if a seller

6. In Escrow

7. Sold

Status your Leads

4 Strategies to Drive Lead Engagement1. 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

2. Neighborhood and School Data• Up to date neighborhood and school data• Value proposition to your business• Demonstrate expertise

3. Daily listing alerts• Consistent technology that drives your consumers back to your store• Opens windows of relevant content• Provides a reason for your prospects to contact you directly

4. Personalized Email Campaigns• Automated message to help you stay relevant• Promotes brand awareness • Reminds consumer about your website

10 Day Plan of Attack!

Follow Up Based Behavior Triggers!

• Viewed home

• Saved home

• Set-up or refined listing alert

• Request more info on listing

• Zip code/neighborhood change

• Short sale/foreclosure home

• Condo’s/Townhomes –HOA

• Viewed Market Insider report

• Pre-approval request

• Phone number

Let’s Go Live!

Question time!

What’s Next…

Session Title Date

#2 Turning leads into clients: Lead Conversion April 15th

#3 Converting your existing pipeline: Lead Conversion April 29th

#4 Increasing your lead pipeline: Lead Generation May 13th

#5 Getting the most out of referrals: Lead Generation May 27th

#6 How to maximize an open house: Lead Generation June 10th

#7 How to capitalize off of Social Media: Social Focus June 24th

#8 Implementing accountability: Goal Tracking July 8th

#9 Industry guest speaker: Real Estate Insights July 22nd

#10 Ask the coach: Series wrap up August 5th