Fall in love with consumer

1. Fall in Love with ONLINE CONSUMERS By Pranav Pandya Franchise Development Manager RE/MAX Mumbai Gujarat Maharashtra

2. Agenda • Understand the demographic of online consumers • Identify the three type of lead and their characteristics • Top 5 must have’s your website to cash online consumers • Use 4 strategies to guarantee lead engagement

3. Understand today’s online consumer What information are consumers gathering online? • Pictures and details about homes on the market • Specific school information • Neighborhood info and demographics • Specific market conditions • Short sale/foreclosure benefits and traps • How to successfully purchase a home • What is my current home worth?

4. Today’s choices…what are the real differences? • Google, Bing, Yahoo • 99acres, magicbricks, indiaproperty, sulekha. • remax.in • remax.com, global.remax.com, realtor.com • Company branded websites • Craiglist

5. How important is change? • 1990’s to early 2000’s #1 video rental chain • 60,000 employees in 2004 • 9000 total stores in 2004 • $6 billion in revenue in 2004 • Declined offer to buy Netflix in 2000 for a mere $50 million

6. Don’t be another Blockbuster! • Filed bankruptcy in September 2010 • Auctioned off to Dish Network in April 2011 • Dish Network operates only 500 stores in the US • Netflix revenue $3.2 billion as of 2012 • Netflix has now surpassed 20 million subscribers

7. Identifying Your Leads Why they are important: • Real estate is not a last minute decision • It can take a consumer up to 1 year from the point they decide they want to buy or sell to their actual time of action • Reaching out the consumers not looking for you can cause negative feelings from the consumer • You save time and energy by only reaching out to those leads who are looking for you

8. Be able to identify each demographic • Traditionals • Over the age of 66 • Most are retired • Looking for more efficient living spaces • Could be looking for vacation homes • Still answers to print and email campaigns

9. Be able to identify each demographic • Group 1: Baby boomers • Between the ages 47 and 65 • Very diverse set of needs • Some are looking towards retirement • Some have been hit hard by the recession and are looking to downsize • Quite a few “empty nesters” who are in a home that too large now

10. Be able to identify each demographic • Group 2 : Generation X • Between the ages of 35 and 47 • Most have purchased their first home but are ready to “trade up” • Still some make up ”first time home buyers” • Understands technology and utilizing search engines with keywords • They value suburban amenities like good school, parks and neighborhood data

11. Be able to identify each demographic • Millennials • Under the age of 35 • Many are interest in buying their first home • They were born into technology and fully understand the internet • Great understanding of search engines, websites and social media • Know how to gather info on their own to enhance their buying experience

12. Be a Co-Pilot

13. Three type of online leads • HOT Leads • Characteristics: • Has provided a valid phone number • They’re ready to buy • Don’t know a buyer’s agent in that area • Will work with the first agent to show knowledge/understanding their needs • What works: • Get to them first! Respond now! • Show your knowledge of the area/real estate • Communicate clearly the information they are looking for

14. Three type of online leads • Moderate Leads • Characteristics: • looking for information • Went to the internet to do their own research but need help • Need relevant content in order to make the best decision • Usually wants to remain behind the wall of the internet • What works • You have to work these leads • Use the tools available in your Pro system • Share your personality • Provide education using your knowledge • Get them back on your site!

15. Three type of online leads • Low leads • Characteristics: • Just looking at properties – probably 10-12 months out • Doesn’t like to have 1:1 conversions, difficult to engage • Might already have an agent • Just browsing

16. Three type of online leads • What works: • #1 goal … drive them back to your website within 6 days • Use the tools available in your Pro system • Only reach out with relevant content and a value proposition • NEVER just touch base, or random follow up • Trust your system and tools

17. Three Secrets to Growing Your Business Be Found Be Connected Be Involved

18. Challenges of Today’s Agent Building, growing and managing a successful real estate business • Generating leads • Engaging leads • Winning business • Having fun

19. Consumer call to action • Consumer satisfaction • MLS • Lead capture tool • Updated, accurate community information • Integration with CRM

20. What is your GCI(Gross Commission Income)goal Suspects or website visitors Leads Prospects or contacts Listing and buyers Transactions Income

21. Be Found

22. Tools needed for guaranteed Lead Engagement • The technology to drive the consumer BACK to your site • Having a (contact management) system that is CONNECTED to your site

23. Doing one thing everyday to maximize NEW leads • Goal: back to website (First 7 days) • Scenario#1: Lead w/o alert • Day 1: send 2-4 recommended listings • Day 3: send market insider data w/link • Day 5: sign up for listing alerts-daily • Day 7: sign up for market insider monthly newsletter • Scenario #2: lead w/alert • Day 1: send market insider data w/link • Day 3: send 2-4 recommended listings • Day 5: sign up for market insider monthly newsletter

24. Doing one thing everyday to maximize NEW leads • Goal: Structured and organized • Group should be attached to a campaign • Minimum 4 touches a year • Accelerate buyers timeline • Purposeful communication with knowledge

25. 4 strategies to guarantee lead management • 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 • Market insider • Up to date neighborhood data • Value proposition to your business • Demonstrate expertise

26. 4 strategies to guarantee lead management • 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 • Marketing center • Integrated print and email campaigns to drive consumers back to your site • Relevant content based on different consumer demographics

27. Marketing assistance: Integrated print solutions • Extensive library of marketing materials with MLS feed • Campaigns, photo books, postcards • Build your own content • Greeting cards, folded cards, and eGreetings • Wall calendars, sport schedules • Gujarati/Hindi (local language)content • Business cards, door hangers

28. Understanding today’s seller-educating Why are they making their request? • Need to downsize • Need to find more space • Need to transfer – employment • Curious about home value b/c other homes have sold in the area • Been thinking about it for months-getting ready for the spring/summer market • Understand home values have increased-determining window of opportunity • Determining if they are going to re-finance or sell Action Item: Set up campaigns from marketing center based on motivation

29. Collecting information: Your first 7 days • Goal: Back to website (first 7 days) • Touch #1: • Introduction • Confirm info is estimate • Provide value within 24 hours • property market evaluation • Recommended listings: when applicable

30. Collecting information: Your first 7 days • Touch #2 • Communicate initial value at home • Determine initial motivation • Provide market insider link – data from 6 month average • MC property market evaluation

31. Collecting information: Your first 7 days • Touch #3 • Your experience – link to about you page • MC. Farming/targeted marketing/why choose me? • MC. Newsletters/market analysis • What/how you differentiate • Accelerating their timeline via education

32. Collecting information: Your first 7 days • Touch #4 • MC. farming/targeted marketing/web follow up/seller • Listing presentation: what you will offer • Visual s of marketing • Website analytics • Communication techniques • Sign consumer of for monthly insider report

33. Providing relevant content: After 7 days • Goal: Structured and organized • Determine group based on motivation of lead • Attach group to a relevant campaign • Accelerate sellers timeline with education • Purposeful communication with knowledge • Monthly market insider report

34. Thank You