Lead Generation 36:12:3 Power Session 4: Leveraging a Powerful Contact Database

Lead Generation 36:12:3

Power Session 4: Leveraging a

Powerful Contact Database

Lead Generation 36:12:3 Slide 2

In this Power Session …1) Introduction

2) The Power of a Database

3) Build a Database

4) Feed It Every Day

5) Communicate with It in a Systematic Way

6) Service All the Leads that Come Your Way

7) Final Thoughts

8) Putting It All Together

Page 1

Power Session 4


Ground Rules1) Arrive on time.2) Form groups quickly.3) Limit side conversations.4) Turn off cell phones and pagers.5) Be comfortable.6) Respect time.7) Respect each other.8) Help each other.9) Respect confidentiality.10)Have fun!

Page 3

IntroductionPower Session 4

Lead Generation 36:12:3 Slide 4Page 4

Introduction

How You Will LearnLearning Methods

1) Manual• Models/Systems• Exercises/Discussion• Stories

2) Classroom• PowerPoint slides• KWConnect videos• Classmates/Instructor

Power Session 4

(continued)


Introduction

How You Will LearnAccountability Methods

1) Lead Generation Action Plan

2) Accountability Partner/Program

Power Session 4

1. Set Goals

2. Do Key Activities

3. Measure Results

4. Evaluate Process

5. Make Adjustments Accountability

Feedback Loop


EXERCISEWhere You Are Today

1) Lead Generation Activities

2) My aha’s from these activities

3) The most difficult part of these activities

4) What I will do differently in the next 24 hours

Time: 10 minutes

Page 5



Why You Are Here

Page 6


Lead Generation 36:12:3 Course Map

Seeing the LightYou are here!


Introduction

What Will Make This a

Great Training Experience• • •

Page 7

Power Session 4


The Power of a DatabasePower Session 4

Truth

The heart of your business is your database.

And the heartbeat of your business is your

regular contact with your database.

A Record of Your Business Successes

• Record contact information from your leads

• Track your interactions with them

• Assign them to appropriate marketing plans



Truth

When you hear of doctors or lawyers selling their practice,

what are they really selling?

Their contact database and the relationships they have built with the people in it.

A Record of Your Business Successes


The Power of a Database

Database Tools

Power Session 4

1. 3 x 5 Index Cards

2. Electronic Spreadsheet

3. Personal Information Manager

4. Database Management System

5. Contact Management System


The Power of a Database

Database Tools

Power Session 4

Question

Which is the best type of database tool to use?

The one that you will actually use – and use systematically!

Answer



The Four Laws

1. Build a database.

2. Feed it every day.

3. Communicate with it in a systematic way.

4. Service all the leads that come your way.

Obey the Law(s)!


1. Build a DatabasePower Session 4

Truth

The size of your real estate business over time will be in direct proportion to the size and

quality of your database.

• It’s not just the business of servicing clients• It’s the business of finding clients to service


1. Build a Database

Where Contacts Come From

Power Session 4


1. Build a Database

Haven’t Mets and Mets

Power Session 4

Category Group

Haven’t Met

General Public

Target Group

Met

Network Group

Allied Resources

Advocates

Core Advocates


1. Build a Database

The Types of Business Mets and Haven’t Mets Bring You

Power Session 4

NewRepeat Referrals

Haven’t MetsMets



How large should your database be?

• Follow the CAMP 4:4:3 model• Collect 10 business cards each day• You’ll have 2,000 people in 200 working days



Classifying your Haven’t Mets and MetsGeneral Public

Target Group

Network

Allied Resources

Advocates

CoreAdvocates

HAVEN’T MET

MET

MET(Inner Circles)

• Continually move your contacts toward becoming Core Advocates

20% of your database can lead to 80% of your business!



Building Your Mets DatabaseSources for Building Your Mets Database

a. Family b. Friendsc. Neighborsd. Homee. Schoolf. People you do personal business withg. Sports and hobbiesh. Former employers, co-workers, suppliers, customersi. Organizationsj. Other


1. Build a Database

EXERCISEWho Knows You Already?

1) Listen as the instructor leads you through the exercise.

2) Make a list of the people who come to mind.

Time: 15 minutes

Page 20

Power Session 4



Building Your Haven’t Met Database

1. Title Companies – You may want to comarket with them

2. Third Party Vendors – Cost depends on the vendor and the size of mailing


2. Feed It Every DayPower Session 4

1. Collect 10 business cards

2. Call 5 people

3. Write 15 notes

4. Preview 5 homes

Mets do NOT have to be local!



Expanding Your Mets Database1. Phone calls and visits with past clients

2. School, church, neighbors, sports/hobbies, community

3. Open Houses

4. Geographic and/or Niche Farms

5. For Sale By Owners

6. Expired Listings

7. Agent-to-Agent Referrals

8. Internet Leads



What to Feed Your Database

1. Their Name

2. Their Home Address

3. Their Home Phone Number

4. Their Email Address

5. Their Business Card




1. Buyer or Seller

2. Their Urgency

3. Their Spouse’s Name

4. Their Personality Profile

5. Their Birthday

6. Their Hobbies/Interests

7. Children

FORD: F – Family, O – Occupation, R – Recreation, D – Dreams helps you determine:


2. Feed It Every Day

EXERCISEBuyer and Seller Data

1) Break into small groups of four to six people.

2) Your instructor will assign you as either a Buyer or Seller group.

3) Use the checklist on the following page.

4) Discuss how you might use this information.

5) Choose a spokesperson, present your results.

Time: 15 minutes

Pages 27-28

Power Session 4




• Adding contacts• When to enter contacts• Updating contact info• Contact history


3. Communicate with It in a Systematic WayPower Session 4

Put Your Database to Work

1. The beginning of the 3 hours• Identify and prioritize your Lead Generation activities.

2. The end of the 3 hours• Update your database.

One Habit



Overview of Systematic Marketing Plans

Repeat Business

Referral Business

New Business

Contact MadeGeographic/Niche

List Created

Contact Management DatabaseMets Haven’t

Mets

8 x 8To Build the Relationship

12 Direct MailTo Create New Relationships

33 TouchTo Sustain the Relationship



Overview of Systematic Marketing PlansTypes of Systematic Marketing Action Plans

Haven’t Met• 12 Direct – Direct Mail marketing once per month

Met• 8 x 8 – Cements relationship in eight weeks• 33 Touch – Maintains relationship over one-year cycle



Overview of Systematic Marketing Plans

Your goal is to “Out-touch” all other agents!

Truth

All three have a common theme: Overkill over Time.

Why? Because no matter how much frequent and systematic lead generation is

emphasized, most real estate agents still tend to underdo it.



The Benefits of Systematization1) Consistency

2) Predefined

3) Repeatable

4) Automatic

Keller Williams Marketing Materials1. 12 Direct plans

2. 8 x 8 plans for Buyers, Sellers, For Sale By Owners, and Expired Listings



Basic 8 x 81) The entry point

2) Applied immediately

The 8 x 8 is a combination of:1. Personal visits

2. Phone calls

3. Items of value (dropped off or sent)

4. A handwritten note


3. Communicate with It in a Systematic Way

1.Facts About Expired Listings2.Getting Your Home in Top

Selling Condition 3.The Home Buying Process 4.Homeowner’s Insurance and

Your Credit History5.How to Buy a Great House 6.Moving Tips & Checklist 7.Packing Checklist 8.Helping Children Cope with

the Move 9.Real Estate Glossary

Power Session 4

Items of Value10. Renting vs. Owning 11. Security Tips 12. Seven Real Estate Truths 13. Six Selling Myths Uncovered 14. The Ten Commandments When

Applying for a Real Estate Loan 15. Ten Signs It’s Time to Sell Your

Home16. Ten Steps to Selling Your Home17. Ten Steps to Selling Your Home

For-Sale-By-Owner18. What’s Happening In Our Area?



1. FSBOs2. Expired/Withdrawn

Listings3. Follow-up for Prospective

Buyers4. Follow-up for Prospective

Sellers5. My Geographic Farm6. My Demographic Farm(s)

Power Session 4

Customized 8 x 8

7. My Sphere of Influence8. Open House Attendees9. My Allied Resources10. Relocations11. Builders12. My IVR System captures



33 Touch

33 Touch

The 33 Touch is a systematic marketing and prospecting technique that ensures year-round contact with all of the prospects,

business contacts, and past clients in your contact database. It nurtures your

relationship with the contacts in your database and sustains ongoing

communication.



A 33 Touch consists of:

14 — Mailings, letters, cards, emails, or drop-offs8 — Thank You or Thinking of You cards3 — Telephone calls4 — Personal Observance Cards4 — Holidays

33 — Touches Total



Succeeding through a 33 Touch1) Be Consistent

2) Be Personal

3) Be Long-term

Mass Mailing

Customized 33 Touch Plans



12 Direct

12 DirectA 12 Direct program is a series of direct mail

pieces mailed to a targeted Haven’t Met group at the rate of one piece per month

over a cycle of twelve months.



12 Direct

Establish a Personal PresenceHost Events

Branding versus Junk Mail1. Maintain a physical presence

2. Too frequent emails perceived as spam

3. The most value-add for the recipient as possible



Systematizing Your Database

Power Session 4

Gary and the Box• View the Gary and the Box KWConnect video

The Technology TrapWhen technology intended for convenience

actually ties us down and steals our time.

Ready, Fire, Aim! is better than

Ready, Aim, Aim, Aim, Aim …



EXERCISEHow Much Time Does It Really Take to

Manage Your Database?1) Break into small groups of four to six people.

2) Cut along the dotted lines to create “index cards.”

3) You only need one set of cards per group.

4) Choose a timekeeper.

5) Follow the instructor.

Time: 15 minutes

Power Session 4

Pages 42-46



Database Duties of an Agent

1. Daily Duties

2. Weekly Duties

3. Monthly Duties

4. Yearly Duties

Page 47



Microsoft Outlook

1. Email

2. Calendar

3. Contact Information

4. Categories

5. Mail-merge

6. Exporting Information

7. Contact History

8. Action Plans

9. Personal Digital Assistant



It’s time to use a Contact Management SystemWhat Is a Contact Management System?

The Most Popular CMS Programs

1. TOP PRODUCER2. Online Agent3. Sharper Agent4. Agent 20005. Outlook6. ACT!



It’s time to use a Contact Management SystemMyth

I don’t have enough leads to bother with a Contact Management System.

TruthMost agents in the growth phase of their career are managing twenty to

eighty leads at a time. With just twenty, it’s difficult to keep contact information up to date, as well as scheduling and completing your

other lead generation activities. Implementing touch programs without an automated system becomes

virtually impossible.



1. Action Plans

2. Marketing Materials

3. Prompts

4. Contact Information

5. Contact History

6. Calendaring and Appointment Scheduling

Power Session 4

The Benefits of Using a CMS

7.Email Integration and Automation

8.Lead Sourcing and Tracking

9.Reports

10.Web-based Software

11.Transaction Management



1. Use It!

2. Take Baby Steps

3. Listen to It

Power Session 4

The Key to CMS Success



1. Best Pricing

2. Custom Marketing Materials

3. Agent Website Leads

4. Training

5. Dedicated Support

Power Session 4

The Advantages of ProManage



Today’s Business in TOP PRODUCER



Contact History in TOP PRODUCER



Customized Action Plans in TOP PRODUCER

How Do You Get TOP PRODUCER for Keller Williams?

1. New Users – 866-459-7891

2. Already Using TOP PRODUCER – 866-337-2658



Don’t Touch That Delete Key!

What About Unresponsive Contacts?1. Put them only on a 12 Direct plan

2. Put them on an email-only plan

The Millionaire Real Estate Agent Database



1. Record their request

2. Stop their plan immediately

3. Get notified immediately

Power Session 4

Opting Out

Be courteous always!


4. Service All the Leads that Come Your Way

1. Funnel

2. Assign

3. Source

4. Track

Power Session 4

Get on the FAST track



1. Lead generation sources bringing in the leads

2. Lead generation sources that convert to business

3. Track whether or not leads are being followed up on

4. Track conversion rates

5. Reward referral sources

Power Session 4

1. Funneling Leads



1. Signs2. Fliers3. Ads4. Direct mail pieces5. Promotional items6. Business cards 7. Letters and email signatures8. Website(s)

Power Session 4

Unity in Marketing



Phones

Email

Websites

Interactive Voice Response Systems

Power Session 4



1. New leads to the proper group in your database

2. New leads to the appropriate marketing action plan

And if you have a team …

3. Action plan activities to team members

Power Session 4

2. Assigning Leads



1. Geographic Farm

2. Name of team member

3. Co-op agent

4. Referring agent

5. Investor

6. Adopted buyer

7. Sphere of influence

8. Past client

Power Session 4

2. Assigning Leads



1. Past client referral2. Agent referral3. Network, Advocate, Core

Advocate, or Allied Resource referral

4. Sign calls5. Open House6. Farm7. FSBO/Expired Listings8. IVR calls

Power Session 4

3. Sourcing Leads

9. Website

10. Magazine ad calls

11. Newspaper ad calls

12. Newsletter

13. Past client

14. Just Sold cards

15. Sponsorship



1. Lead follow-up

2. Leads per source

3. Ratio of Leads to closed business

Power Session 4

4. Tracking Leads


4. Service All the Leads that Come Your Way Power Session 4

4. Tracking Leads

Lead Follow-Up

Leads per Source

Ratio of Leads to Closed Business


Final Thoughts

1. Build a database.

2. Feed it every day.

3. Communicate with it in a systematic way.

4. Service all the leads that come your way.

Power Session 4


Power Session Aha’s

Your Lead Generation Action Plan

Putting It All Together

Pages 67-68

Power Session 4


Putting It All Together

Pages 69-70

Power Session 4

The 3-Hour Habit

1) Time block 3 hours every workday before noon.

2) No skipping. If you must erase, then you must replace.

3) Allow no interruptions (unless they truly are emergencies).


Thank Youfor Being Here!

Don’t forget your evaluations!

Documents

Lead Generation 36:12:3 Power Session 4: Leveraging a Powerful Contact Database