5 Secrets to Generate More Leads at Your Next Open House
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Transcript of 5 Secrets to Generate More Leads at Your Next Open House
5 Ways to Generate More Leads
12 weeks
10 homes
Home Buyer Habits
Source: 2012 National Association of REALTORS® Profile of Home Buyers and Sellers
By the Numbers• 90• 87• 53• 45• 27
Home Search Info Sources • Internet• Real estate agent• Yard sign• Open house• Newspaper ad
Home Buyer Habits
Source: 2012 National Association of REALTORS® Profile of Home Buyers and Sellers
• Current Housing snapshot
• 5 ways to generate more leads
• How Cole Realty Resource can help
• Questions
Session Framework
Cole Directory • Published in 1947• “Blue Book”• Crisscross directory of addresses and phone numbers
Invaluable information for a number of industries:
• Telemarketing• Debt collection • Law enforcement
Today, web-based lead generation for real estate agents
Then and Now
Features:• Webinars• Articles• Buddy’s
Blog• Resources
• Powerful, easy to use tool
• Just Listed/Just Sold search
• Virtually prospect from your desk
• Approach & offer
• Questions
Session FrameworkHousing Snapshot
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• Builds relationships
• Motivates
• Spurs conversations
• They know people
1) Invite Neighbors
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Neighborhood Search
• Google Maps™ technology
• Accurate information
• Easy to use
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A few weeks before:
– Email contacts
– Make friends with the
Homeowner’s Association
– Open house signs
2) Generate Buzz
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New Marketing Tools
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Combined with Tried & True Tactics
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• Telemarketing
• Postcards– 80% effective and keeps you top of mind.
• eNewsletters– Provide updates on home sales, industry news,
decorating and season/decorating information.
Marketing 101
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• List decay 2% each month
– 45 million American’s move each year
– 48 million people switch jobs
– Human data entry error
Up-to-Date MKTG List
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• Clear and concise headline• Graphic supports headline• Colors that pop• Benefits• Offer • Clear call to action• Contact information
Effective Copy Elements
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Creative & Copy
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• Ask yourself: – Is the message I want to convey immediately obvious?
– Does this message resonate with my target market?
– Are the benefits or features of my product/service highlighted?
– Is my offer something prospects can’t refuse?
– Is my call-to-action easy and direct with clear contact information?
Copy Tips
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Creative & Copy
www.colecommunity.com
21
Cold Calling Success
• Number’s Game• First 10-seconds count!• Focus on “local” in your introduction• Use your best inflection and tone• You’re calling to advise and consult, not sell• Time & day matter
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• Ask for RSVPs– Send out reminders a few days beforehand– Call them!
• Give something away• Create a virtual walk through– Show common areas, leave a secret to be
learned at the open house
3) Encourage a Showing
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Virtual Walk-Through
Videos should be: •Interesting•Short •How to
•Testimonial•National ads
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Incorporate Video
Try Instragram video: •:15 max•13 filters
•Edit capabilities during filming
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• Outside:
– Mow, trim, straighten,
balloons, banners,
luxurious cars, bounce house
• Inside:
– Stage the home, eliminate clutter, personal
pictures
4) Create Curb Appeal
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• Music
• Refreshments
– Wine and cheese
– Beer and pretzels
– Punch and cookies
• Up the WOW factor
4) Create Curb Appeal
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• Takes 42 hours for follow up
• 1.63 call back attempts
• 50% never called/emailed
• Best practice: 6-9 call back
attempts
5) Timely Follow Up
Source: Insidesales.com/responseaudit
Once again, track and measure
Track & Measure
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• You know: • The local market area• The customer’s preference• The product
• You have the power:• To adjust your marketing• Track and measure• Figure out what’s working/what’s not
Your Agency’s Big Advantage