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Lead Generation 36:12:3

Learn how to build, feed, and communicate with a powerful contact database to generate leads and grow your business. Discover the tools and strategies for success.

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Lead Generation 36:12:3

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  1. Lead Generation 36:12:3 Power Session 4: Leveraging aPowerful Contact Database

  2. Power Session 4 In this Power Session … • Introduction • The Power of a Database • Build a Database • Feed It Every Day • Communicate with It in a Systematic Way • Service All the Leads that Come Your Way • Final Thoughts • Putting It All Together Page1

  3. Introduction Power Session 4 Ground Rules • Arrive on time. • Form groups quickly. • Limit side conversations. • Turn off cell phones and pagers. • Be comfortable. • Respect time. • Respect each other. • Help each other. • Respect confidentiality. • Have fun! Page3

  4. Introduction Power Session 4 How You Will Learn Learning Methods • Manual • Models/Systems • Exercises/Discussion • Stories • Classroom • PowerPoint slides • KWConnect videos • Classmates/Instructor (continued) Page4

  5. 1. Set Goals 5. Make Adjustments 2. Do Key Activities Accountability Feedback Loop 4. Evaluate Process 3. Measure Results Introduction Power Session 4 How You Will Learn Accountability Methods • Lead Generation Action Plan • Accountability Partner/Program Page4

  6. Introduction Power Session 4 EXERCISE Where You Are Today • Lead Generation Activities • My aha’s from these activities • The most difficult part of these activities • What I will do differently in the next 24 hours Time: 10 minutes Page5

  7. You are here! Introduction Power Session 4 Why You Are Here Lead Generation 36:12:3 Course Map Seeing the Light Page6

  8. Introduction Power Session 4 What Will Make This a Great Training Experience Page7

  9. The Power of a Database Power Session 4 A Record of Your Business Successes • Record contact information from your leads • Track your interactions with them • Assign them to appropriate marketing plans Page9

  10. The Power of a Database Power Session 4 A Record of Your Business Successes Page9

  11. The Power of a Database Power Session 4 Database Tools • 3 x 5 Index Cards • Electronic Spreadsheet • Personal Information Manager • Database Management System • Contact Management System Page10

  12. The Power of a Database Power Session 4 Database Tools Answer The one that you will actually use – and use systematically! Page10

  13. The Power of a Database Power Session 4 Obey the Law(s)! Page11

  14. 1. Build a Database Power Session 4 • It’s not just the business of servicing clients • It’s the business of finding clients to service Page13

  15. 1. Build a Database Power Session 4 Where Contacts Come From Page14

  16. 1. Build a Database Power Session 4 Haven’t Mets and Mets Page15

  17. 1. Build a Database Power Session 4 The Types of Business Mets and Haven’t Mets Bring You Mets Haven’t Mets Repeat Referrals New Page16

  18. 1. Build a Database Power Session 4 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 Page17

  19. General Public Target Group Network Allied Resources Advocates Core Advocates HAVEN’T MET MET MET (Inner Circles) 1. Build a Database Power Session 4 Classifying your Haven’t Mets and Mets • Continually move your contacts toward becoming Core Advocates 20% of your database can lead to 80% of your business! Page18

  20. 1. Build a Database Power Session 4 Building Your Mets Database Sources for Building Your Mets Database • Family • Friends • Neighbors • Home • School • People you do personal business with • Sports and hobbies • Former employers, co-workers, suppliers, customers • Organizations • Other Page19

  21. 1. Build a Database Power Session 4 EXERCISE Who Knows You Already? • Listen as the instructor leads you through the exercise. • Make a list of the people who come to mind. Time: 15 minutes Page20

  22. 1. Build a Database Power Session 4 Building Your Haven’t Met Database • Title Companies – You may want to comarket with them • Third Party Vendors – Cost depends on the vendor and the size of mailing Page21

  23. 2. Feed It Every Day Power Session 4 • Collect 10 business cards • Call 5 people • Write 15 notes • Preview 5 homes Mets do NOT have to be local! Page23

  24. 2. Feed It Every Day Power Session 4 Expanding Your Mets Database • Phone calls and visits with past clients • School, church, neighbors, sports/hobbies, community • Open Houses • Geographic and/or Niche Farms • For Sale By Owners • Expired Listings • Agent-to-Agent Referrals • Internet Leads Page24

  25. 2. Feed It Every Day Power Session 4 What to Feed Your Database • Their Name • Their Home Address • Their Home Phone Number • Their Email Address • Their Business Card Page25

  26. 2. Feed It Every Day Power Session 4 What to Feed Your Database FORD: F – Family, O – Occupation, R – Recreation, D – Dreams helps you determine: • Buyer or Seller • Their Urgency • Their Spouse’s Name • Their Personality Profile • Their Birthday • Their Hobbies/Interests • Children Page26

  27. 2. Feed It Every Day Power Session 4 EXERCISE Buyer and Seller Data • Break into small groups of four to six people. • Your instructor will assign you as either a Buyer or Seller group. • Use the checklist on the following page. • Discuss how you might use this information. • Choose a spokesperson, present your results. Time: 15 minutes Pages27-28

  28. 2. Feed It Every Day Power Session 4 What to Feed Your Database • Adding contacts • When to enter contacts • Updating contact info • Contact history Page29

  29. 3. Communicate with It in a Systematic Way Power Session 4 Put Your Database to Work One Habit • The beginning of the 3 hours • Identify and prioritize your Lead Generation activities. • The end of the 3 hours • Update your database. Page31

  30. Geographic/Niche List Created Contact Made Contact Management Database Mets Haven’t Mets 8 x 8 To Build the Relationship 12 Direct Mail To Create New Relationships 33 Touch To Sustain the Relationship Referral Business Repeat Business New Business 3. Communicate with It in a Systematic Way Power Session 4 Overview of Systematic Marketing Plans Page32

  31. 3. Communicate with It in a Systematic Way Power Session 4 Overview of Systematic Marketing Plans Types 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 Page33

  32. 3. Communicate with It in a Systematic Way Power Session 4 Overview of Systematic Marketing Plans Your goal is to “Out-touch” all other agents! Page33

  33. 3. Communicate with It in a Systematic Way Power Session 4 The Benefits of Systematization • Consistency • Predefined • Repeatable • Automatic Keller Williams Marketing Materials • 12 Direct plans • 8 x 8 plans for Buyers, Sellers, For Sale By Owners, and Expired Listings Page34

  34. 3. Communicate with It in a Systematic Way Power Session 4 Basic 8 x 8 • The entry point • Applied immediately The 8 x 8 is a combination of: • Personal visits • Phone calls • Items of value (dropped off or sent) • A handwritten note Page35

  35. Facts About Expired Listings Getting Your Home in Top Selling Condition The Home Buying Process Homeowner’s Insurance and Your Credit History How to Buy a Great House Moving Tips & Checklist Packing Checklist Helping Children Cope with the Move Real Estate Glossary 3. Communicate with It in a Systematic Way Power Session 4 Items of Value • Renting vs. Owning • Security Tips • Seven Real Estate Truths • Six Selling Myths Uncovered • The Ten Commandments When Applying for a Real Estate Loan • Ten Signs It’s Time to Sell Your Home • Ten Steps to Selling Your Home • Ten Steps to Selling Your Home For-Sale-By-Owner • What’s Happening In Our Area? Page36

  36. FSBOs Expired/Withdrawn Listings Follow-up for Prospective Buyers Follow-up for Prospective Sellers My Geographic Farm My Demographic Farm(s) 3. Communicate with It in a Systematic Way Power Session 4 Customized 8 x 8 • My Sphere of Influence • Open House Attendees • My Allied Resources • Relocations • Builders • My IVR System captures Page37

  37. 3. Communicate with It in a Systematic Way Power Session 4 33 Touch Page38

  38. 3. Communicate with It in a Systematic Way Power Session 4 A 33 Touch consists of: 14 — Mailings, letters, cards, emails, or drop-offs 8 — Thank You or Thinking of You cards 3 — Telephone calls 4 — Personal Observance Cards 4 — Holidays 33 — Touches Total Page38

  39. 3. Communicate with It in a Systematic Way Power Session 4 Succeeding through a 33 Touch • Be Consistent • Be Personal • Be Long-term Mass Mailing Customized 33 Touch Plans Page39

  40. 3. Communicate with It in a Systematic Way Power Session 4 12 Direct Page38

  41. 3. Communicate with It in a Systematic Way Power Session 4 12 Direct Establish a Personal PresenceHost Events Branding versus Junk Mail • Maintain a physical presence • Too frequent emails perceived as spam • The most value-add for the recipient as possible Page40

  42. 3. Communicate with It in a Systematic Way Power Session 4 Systematizing Your Database Gary and the Box • View the Gary and the Box KWConnect video Ready, Fire, Aim! is better than Ready, Aim, Aim, Aim, Aim … Page41

  43. 3. Communicate with It in a Systematic Way Power Session 4 EXERCISE How Much Time Does It Really Take to Manage Your Database? • Break into small groups of four to six people. • Cut along the dotted lines to create “index cards.” • You only need one set of cards per group. • Choose a timekeeper. • Follow the instructor. Time: 15 minutes Pages42-46

  44. 3. Communicate with It in a Systematic Way Power Session 4 Database Duties of an Agent • Daily Duties • Weekly Duties • Monthly Duties • Yearly Duties Page47

  45. 3. Communicate with It in a Systematic Way Power Session 4 Microsoft Outlook • Email • Calendar • Contact Information • Categories • Mail-merge • Exporting Information • Contact History • Action Plans • Personal Digital Assistant Page48

  46. 3. Communicate with It in a Systematic Way Power Session 4 It’s time to use a Contact Management System What Is a Contact Management System? The Most Popular CMS Programs • TOP PRODUCER • Online Agent • Sharper Agent • Agent 2000 • Outlook • ACT! Page49

  47. 3. Communicate with It in a Systematic Way Power Session 4 It’s time to use a Contact Management System Page49

  48. Action Plans Marketing Materials Prompts Contact Information Contact History Calendaring and Appointment Scheduling 3. Communicate with It in a Systematic Way 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 Page50

  49. Use It! Take Baby Steps Listen to It 3. Communicate with It in a Systematic Way Power Session 4 The Key to CMS Success Page51

  50. Best Pricing Custom Marketing Materials Agent Website Leads Training Dedicated Support 3. Communicate with It in a Systematic Way Power Session 4 The Advantages of ProManage Page52

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