SEVEN ALL-NEWSELLER LEAD TIPSFOR BUSY AGENTSWITH KRISTI KENNELLY

Learn seven brand-new ways to find, engage and convert seller prospects in your CRMand local market area!

KRISTI KENNELLYNATIONAL SPEAKER | REALTOR.COM®

Hi there,I know that in our super-busy, super low-inventory market, building a listings business can be the trickiest work around. Over the last year, as I’ve traveled the country with the realtor.com® Results Series, I’ve talked with thousands of agents about what’s working, what’s not — and why today’s homeowners are so hesitant to sell. This quick-and-easy eBook is a compilation of the top tips I’ve learned and come up with for agents who are on the verge of becoming listing legends. I hope you get an idea (or seven) that can help transform your business!

Cheers,

KRISTI KENNELLYNATIONAL SPEAKER | REALTOR.COM®

Seven All-New Seller Lead Strategies for Busy Agents

3 Dominate the Online Marketplace with Better Videos

4 How to Write High-Conversion Seller Calls-to-Action

5 Get in Touch with Past Contacts with this Quick LinkedIn Hack

8 Create a Custom Audience for Your Facebook Ads

11 Get the #1 Door Knocking Script in the Industry

12 Repurpose your videos to build a captive email audience

15 Win the Listing with the Perfect 3D Tour Script

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DOMINATE THE ONLINE MARKETPLACE WITH BETTER VIDEOS

Ready to get started? Try these four easy video platformsVideo content creation doesn’t have to be scary. Here are four different entry-level ways to getstarted with real estate videos.

1. CamtasiaCamtasia is the perfect solution for entry-level video creators. Its flexibility allows for any type ofvideo creation and even a video editing novice can fix up their content to make it shine online.Camtasia allows users to:

Record and upload your own video content

Record yourself on your web cam

Record your screen

Cost: $150-199 (Source: Various online sellers, 2017)

2. Adobe Spark Video (iOS)If you’re trying to create a video using multiple images, icons, screenshots and short videosegments (think a market update), nothing beats Adobe Spark Video. The program can be runthrough your desktop computer or on your phone via their iOS app. The best part? It’s entirely FREE!

Cost: FREE

3. Videolicious (Android + iOS)If you have an Android, your best bet for fast video creation is Videolicious, a video product so advanced they actually have a real estate video platform that allows you to create listing videos, neighborhood tours and more. It’s not free, but many agents find that Videolicious is worth the price.

Cost: Varies by use

4. Facebook LiveFor video content that requires no editing and allows for instant gratification, try Facebook Live! You can now use Facebook Live from your phone or webcam, allowing you to control the experience and share the information you’re dying to get across to local sellers. Plus, even if your audience misses you live, Facebook automatically records your video and allows them to play it later in the day.

Cost: FREE

Don’t have listings? Use video to:

Use neighborhood data to create a “One-Minute Market Update Video”.

Take a “listicle” or blog you’ve written and make a quick, original video using the animated templates provided by Adobe Spark.

Tell a past seller story. Use a few photos to share a compelling, original story about a recent listing you sold,and how your work benefitted the seller.

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HOW TO WRITE HIGH-CONVERSION SELLER CALLS-TO-ACTION

Step One: Get a landing page or automated CMA tool

Even though “squeeze pages” have been around for a while, they’re still one of the best ways to find motivated sellers online and get their contact information.

Don’t have a landing page setup? Market Snapshot® is a well-designed market report that draws from accurate, real-time MLS data to provide home sellers with an estimate of their home’s value, as well as other relevant market data from their neighborhood. Market Snapshot® comes with landing pages and customizable widgets that easily integrate intoyour website, Facebook and more.

Step Two: Perk up your messaging

When you’re advertising a free CMA or otherseller-focused offer online, steer clear of thedime-a-dozen calls to action you see every day.If you’re sick of seeing “See what your home isreally worth,” then so are today’s sellers.

Instead, look at data from localized reports and pull out the most relevant information and data. Then, create your headlines or calls to action (or even social media posts) from that information.

Here are some examples:

“Wondering what your neighbor sold for? It’s normal. Don’t be nosy, be in the know. Find out here:”

“Did you know home values in your neighborhood have changed? Know the value of your home.”

“All signs point to multiple offers in Grand Haven. Sellers are seeing upwards of 25 showings inthe first two days on market, and they’re selling for 5% over asking on average. See what yourhome could sell for in this competitive market!”

“Today’s sales prices are 18% higher than the tax-assessed estimates for the area. Don’t bescared off by the number listed on your tax return! Get an expert analysis.”

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Step Three: Follow up personally

After your recipient receives a Market Snapshot or another automated CMA, be sure to follow uppersonally if they open up the report. These are warm seller prospects who need to be nurturedimmediately! Be sure to:

Determine what insights you already know about their neighborhood and do additional research if they reside in a new market area where you don’t typically list homes.

Work your way through your warm seller prospects by emailing each contact individually.

Aim to send 3 to 4 emails per day so you can begin engaging with this audience before they sign on with another agent, while not overwhelming yourself with outreach expectations.●When you reach out, reference the email you sent so they understand you sent it just for them. Ask if they have any questions about their home’s market value or the housing market in general.●Want to get really effective? Send a selfie video right from your phone! Or you could use a tool like ViewedIt.com to send follow up videos from your desktop webcam. According to BombBomb,one-to-one videos can give you a 199% lift in play rate.

Here’s a quick script:

I wanted to follow up on the neighborhood report I sent you. The average sales price is up x% in your area and many homeowners have questions about the types of homes that buyers are searching for, and what they’re willing to pay.

Do you have any questions about trends in our area, or the estimated pricing on your home?

Step Four: Track your progress and results

After you send each email, track your open rates and replies and be sure to follow up with those who have engaged the most with this new, personalized email discourse.

Not only are you sure they’re interested in selling, you also know they are still in the process of choosing an agent to list their home!

GET IN TOUCH WITH PAST CONTACTS WITH THIS QUICK LINKEDIN HACK

We spend hours developing Facebook ads, but we tend to overlook LinkedIn as a potential source of business. And even more than that, we may not realize that every LinkedIn connection has entered in an email address that we have access to.

Here are the four steps to exporting your connections from LinkedIn, then importing them into your CRM.

BONUS TIP!Boost your open rate by proving to your prospects that you’re not sending a canned message. Agent Daniel Kahn of Barrington, Illinois, holds up a card with the recipient’s name on it, boosting their curiosity and his click-through rate.

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Step One: Log in, go to “Your Connections”

Start off by logging into your LinkedIn account. Then, from your My Network page, click on YourConnections:

Step Two: Begin the export

On the next screen, you’ll see every connection you’ve made on LinkedIn. On the top right, clickthe button that reads Manage synced and imported contacts:

The next screen is where the magic begins! Under Advanced actions, select Export contacts:

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Step Three: Download your archive file; open your connections folder

Click to download an archive of all your LinkedIn data, which will include information about yourcontacts.

Once downloaded, unZIP the file and open the Connections folder to view a full spreadsheet ofyour contacts’ names, email addresses and more.

Step Four: Import the Connections file to your CRM

Open up your Connections spreadsheet to ensure it has your contacts’ first and last name andassociated email address. In some cases, you may need to rename the column headers, but mostCRMs should be able to map the main headers (name and email) to their own internal fields.

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Step Five: Get in touch, one-by-one

Once your contacts are fully loaded into the CRM, consider sending a warm email saying that yourecently came across their email and wanted to see if they had any upcoming real estate needsor questions about the local market. Or, consider sending a video message to re-connect.

Tailor your outreach to the type of relationship you have — don’t use the same approach withyour first cousin and a former colleague you only interfaced with a few times. And be sure not toauto-add every one of these contacts to your ongoing email campaigns without their permission.

Pssssst! Don’t forget about CAN-SPAM!CAN-SPAM is a federal law that requires emails sent for marketing purposes to comply withcertain restrictions. The fines for violating CAN-SPAM can be hefty. Make sure to stay on the rightside of the law.

CREATE A CUSTOM AUDIENCE FOR YOUR FACEBOOK ADS

Why create an ultra-custom target list on Facebook?Email marketing is terrific, but it’s getting easier and easier to ignore emails that come into ourinbox. What once felt urgent and personal is now at risk of feeling just as outdated as a busbench ad.

So, what’s a savvy agent to do? Well, running Facebook ads is a terrific way to engage your nextset of buyers and sellers — and thanks to this pro tip from realtor.com® Social Media Outreach Director Marci James, now you can run Facebook ads that ONLY target a specific audience of contacts(that you already know) that you upload directly to Facebook.

Step One: Export your contacts

Start in your CRM, creating a list or segment of contacts you’d like to target on Facebook. Exportthe list to a .csv file and be sure to include email addresses and phone numbers as fields — thoseare the two primary fields that Facebook uses to match users to your contact list.

If you use Top Producer® CRM, you can selectyour contacts and within the Export Options,you can save the .csv file so it exactly matchesthe records that Facebook prefers for contactmatching:

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Step Two: Go to Audiences on Facebook

To upload your Custom Audience to Facebook, go to the Audiences page in your Ads Manager.

Select the top option, Create a Custom Audience:

Step Three: Select preferences for file upload

From the next set of options, select Custom File,then select Choose a file or copy and paste data.

Step Four: Upload your contact file

Upload your file, agree to the terms ofservice and give your audience a name.

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Step Five: Help Facebook match your contact fields

In the next screen, you’ll get a preview of how well your data is mapping to Facebook’s internalfields. You may have to help guide them on things like Birthday format (DD/MM/YY vs.MM/DD/YY).

Once you’re satisfied with the fields, hit Upload and Create to finalize the process. Facebook willgo about matching your data with the contacts information they have. The final product is acustom audience that you can target with specific seller-related campaigns, brand-buildingcampaigns and more!

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GET THE #1 DOOR KNOCKING SCRIPT IN THE INDUSTRY

Why Rachel Adams Lee loves to door knockRachel Adams Lee, CEO of The Rachel Adams Group in Sacramento, California, has been in the business for just about five years. Within the first three years, she was one of Keller Williams’ top 1,000 agents in the country — but that’s not the most surprising thing about her. This fresh industry leader’s big, juicy listing secret…?

She loves to door knock.

Rachel believes that many agents fall flat when they go door-to-door because they don’t come with value and aren’t ready to offer real-life help to homeowners with questions and market concerns.

By coming with value, and recognizing the kind of help they need — in downsizing, upsizing orgoing a different route — Rachel’s team finds success when they go door knocking.

Rachel’s magical door knocking script and flyerWhen it comes to a door knocking script, Rachel and her team keep it simple. They first create aJust Sold flyer that shows their last property that went into multiple offers.

Next, they proceed with a fine-tuned script that expands on the info found on the flyer:

“Hi I’m Rachel Adams Lee with Keller Williams Realty. I just wanted to stop by to let you knowthat I just sold the property down the corner from you, 123 Main Street. It actually sold for$19,000 over asking and we had five offers on the property. So, that means a couple things.First, it means that there are four buyers who are approved in a good price point. This housesold for $500,000 — so there are four people approved for half-a-million-dollar home, who arestill looking for a home.

Secondly it means that prices are going up in your neighborhood. Because of that, a lot of yourneighbors want to know what their house is worth. Do you want in on that list?”

Why this door knocking script worksAs Rachel notes, her last sentence is a passive final call to action, which is in direct opposition tothe hard-sell tactics you may have learned when you were first coached on door knocking.

Instead of trying to win the client right then and there, Rachel’s agents simply try to make aconnection and get the homeowner to view them as an expert with information they want anddon’t currently have.

The result? From that one door knocking session, which took Rachel’s team just two hours tocomplete, they landed one listing and three prospects who are in the “nurture” phase. Not badfor a few hours’ work!

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REPURPOSE YOUR VIDEOS TO BUILD A CAPTIVE EMAIL AUDIENCE

Email tactics for a 2017 audienceIn 2005, you could get away with sending Daylight Saving Time email reminders or Thanksgivingecards. But in 2017, your sphere is getting hammered by spam and automated email campaignsthey don’t even remember signing up for. How can you stand out from the pack?

It all starts with video.

Step One: Add closed-captioning

People love videos but they aren’t always able to watch with the sound blaring. A recent studyfrom Facebook showed that videos with closed captions had a 14% lift in total views — meaningthat if you’re spending the time to make videos, you should spend the time to add captions tothem.

In years past, dubbing in captions could have cost a fortune in transcription fees but YouTubeand Facebook now have it built directly into their platform. Keep in mind that these are free toolsand they can be inaccurate — there may be typos or mismatched timing on their closedcaptioning. You may need to edit their captions to ensure they have the right messaging.

Within Facebook, you can select “Generate” to get automated captioning added to your video.For ultimate control, you can choose to upload your own SRT file.

No time to write your own captions? Consider Rev.com, which will generate a close caption (.srt)file for you, for just a buck a minute!

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Step Two: Add a must-open email subject line

Email subject lines are a tricky art, but when you have a video to promote, you can add in excitingvideo-oriented language to your subject line to drive up open rates. You could also consideradding a video emoji to your subject lines.

Think it’s a gimmick? A Syndacast study showed that by adding “Video” or “Watch” into a subjectline, emails saw a 19% boost in open rates and a 65% increase in click-through rates!

Step Three: Add some visual appeal without learning HTML

You have a great-looking video, but a simple text email with an attached YouTube video won’tinspire much confidence (or click throughs) from your audience. Instead, use a video thumbnail to increase click-through rate by 21.52% (Wistia).

MixMax is a Google Chrome extension, and it has a ton of amazing features to help youmanage your inbox. But my favorite thing about MixMax is that it embeds video, articles and PDFsinto an appealing, visual format right within my email.

Whether I sent a link to a YouTube video or attach a listing presentation, I know my audience isgoing to receive engaging, visual content.

Here’s what it looks like when I send a jellyfish video using MixMax:

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The finished product

By simply adding these three quick steps into your email production process, you’ll be reusing anexisting video to rouse and engage your entire sphere! Here’s what your final email will look like:

The market is hot– do you know where you stand?

Add closedcaption

Big thumbnailimage for video

with MixMax

[Video] in subject line

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WIN THE LISTING WITH THE PERFECT 3D TOUR SCRIPT

What’s a 3D tour?We’re all familiar with virtual tours, which offer panoramic scans of listing interiors. But 3D tours,like those from Matterport, offer a fully immersive tour, where buyers can look up, down or pan afull 360 degrees to see the entirety of a room… then walk from that room into another room,adjacent level, garage, back yard and more.

Virtual tours answer “What’s behind that wall?” and they put an end to questions like, “Whydoesn’t the listing show the second bathroom?” (The answer, of course, is that it’s decorated in afrog theme from 1979.)

Aren’t 3D tours just a fad?The short answer is, NO! Recent studies show that 3D tours are much more than a fad…. They’re quickly becoming a feature that buyers and sellers love.

In recent studies:

Buyers listed 3D tours as the #2 most-desired feature in the home buying experience.

The first was high quality listing photos1

76% of agents said they are already using or plan to begin using 3D tours in 20172

These innovative home tours are here to stay and what’s more — they could be the ticket towinning over even the trickiest seller at a listing presentation.

1Move, Inc. consumer research, 2015-2017.2Matterport survey, June 2017 Webinar

Matterport’s “Dollhouse View”

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Standing out with 3D tours at a listing presentationNot sure what to say to win a listing that could really shine with a 3D tour? Below is a script youcan use to close the deal at a listing presentation.

Part One: Present the seller woe

“Our most important goals as we sell your home are to get you the best price, in the fastest timeperiod, while inconveniencing you the least.

And I want to be honest with you, selling your home can be an inconvenient process if you don’thave the right buyers coming through your door. There are plenty of agents who will promise youa daily showing or four daily showings, but I hate talking about the quantity of traffic. I want totalk to you about bringing in qualified buyers who already know they’re interested in your home.

The average buyer looks at 15 houses in person before making an offer.1 And it’s common forbuyers to look at six or seven homes in a row, all in one day. If they have a specific feature orlayout in mind, they may just walk into your house — which you’ve spent an hour prepping orcleaning — and then walk right out when they realize it doesn’t match their criteria.”

Part Two: Introduce 3D tours:

“When that happens, it’s a waste of time for all of us. I’ve started using 3D virtual tours for all mylistings, which allows buyers to “walk through” your home online — go room to room, and levelto level, and even outside and into your garage — so they can get a perfect feel for what yourhome looks like and how it’s laid out.

That way, when they request a showing, they are coming in to validate what they saw online…not to understand how your layout works or what the floors are made out of. When we schedulea showing, you’ll know that the people coming into your home are “pre-qualified” and excited.You’re not just another house on their list.”

Part Three: Hit them with the facts and give them a chance to buy-in

“In some cases, buyers may nix your house when they tour it and see you don’t have thefeatures they’re after. But overall, industry research shows that 3D virtual tours tend to get4x the number of quality leads.3

So maybe the house down the road got 20 showings in its first week, but only one buyer whowas really interested. To me, that’s not a great experience for you. That means you cleaned yourhouse and spent dozens of hours away in order to get one measly buyer on the line.

By using a 3D tour, we may see six showings in the first week — but four of the six would behighly interested. I’d take four quality showings over 19 lackluster showings any day.

Do you agree? What do you think of adding a 3D tour to your marketing plan?”

1U.S. Department of Housing and Urban Development.2Inman.3Apartments.com

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Can’t invest in Matterport now?Now you may be thinking, “I can’t afford to invest in 3D tour equipment right now.” Then don’t.Instead, download the free Matterport 3D Showcase App for iOS, or if you are a Droid user, pullup the Matterport 3D Gallery on your phone, tablet or laptop, and show off this technology in yourpresentation.

There’s no commitment to equipment (or a third-party photographer) unless you win the deal!The idea is to be aggressive with technology and visual with your pitch. In fact, turn over your iPadand let your prospect play with the technology for a moment. They’ll love the experience.

Check out Matterport’s integration with realtor.com®

We’re thrilled to announce that buyers can now see Matterport 3D tours on realtor.com listings! Whether searching desktop or mobile, active, in-market buyers can virtually tour your listings on realtor.com®, then request an in-person showing.

WANT TO LEARN MORE SELLER LEAD STRATEGIES?

Whether you meet me in-person at a realtor.com® Results Series event or follow me online, I’ll besharing dozens more tips for finding, engaging and converting seller leads throughout the year!

Meet me in personFind an event near you by going to our website: results.realtor.com

Follow the blogGet great, personalized tips on our blog: results.realtor.com/blog

Join our Facebook communityMeet 35,000 top-producing agents on our Facebook page: facebook.com/resultsseries

Cheers,Kristi Kennelly

KRISTI KENNELLYNATIONAL SPEAKER | REALTOR.COM®

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