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Lead Generation 36:12:3 Power Session 4: Leveraging a Powerful Contact Database.
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Transcript of 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
Lead Generation 36:12:3 Slide 3
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)
Lead Generation 36:12:3 Slide 5Page 4
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
Lead Generation 36:12:3 Slide 6
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
IntroductionPower Session 4
Lead Generation 36:12:3 Slide 7
Why You Are Here
Page 6
IntroductionPower Session 4
Lead Generation 36:12:3 Course Map
Seeing the LightYou are here!
Lead Generation 36:12:3 Slide 8
Introduction
What Will Make This a
Great Training Experience• • •
Page 7
Power Session 4
Lead Generation 36:12:3 Slide 9Page 9
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
Lead Generation 36:12:3 Slide 10Page 9
The Power of a DatabasePower Session 4
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
Lead Generation 36:12:3 Slide 11Page 10
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
Lead Generation 36:12:3 Slide 12Page 10
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
Lead Generation 36:12:3 Slide 13Page 11
The Power of a DatabasePower Session 4
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)!
Lead Generation 36:12:3 Slide 14Page 13
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
Lead Generation 36:12:3 Slide 15Page 14
1. Build a Database
Where Contacts Come From
Power Session 4
Lead Generation 36:12:3 Slide 16Page 15
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
Lead Generation 36:12:3 Slide 17Page 16
1. Build a Database
The Types of Business Mets and Haven’t Mets Bring You
Power Session 4
NewRepeat Referrals
Haven’t MetsMets
Lead Generation 36:12:3 Slide 18Page 17
1. Build a DatabasePower 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
Lead Generation 36:12:3 Slide 19Page 18
1. Build a DatabasePower Session 4
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!
Lead Generation 36:12:3 Slide 20Page 19
1. Build a DatabasePower Session 4
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
Lead Generation 36:12:3 Slide 21
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
Lead Generation 36:12:3 Slide 22Page 21
1. Build a DatabasePower 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
Lead Generation 36:12:3 Slide 23Page 23
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!
Lead Generation 36:12:3 Slide 24Page 24
2. Feed It Every DayPower Session 4
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
Lead Generation 36:12:3 Slide 25Page 25
2. Feed It Every DayPower Session 4
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
Lead Generation 36:12:3 Slide 26Page 26
2. Feed It Every DayPower Session 4
What to Feed Your Database
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:
Lead Generation 36:12:3 Slide 27
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
Lead Generation 36:12:3 Slide 28Page 29
2. Feed It Every DayPower Session 4
What to Feed Your Database
• Adding contacts• When to enter contacts• Updating contact info• Contact history
Lead Generation 36:12:3 Slide 29Page 31
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
Lead Generation 36:12:3 Slide 30Page 32
3. Communicate with It in a Systematic WayPower Session 4
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
Lead Generation 36:12:3 Slide 31Page 33
3. Communicate with It in a Systematic WayPower Session 4
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
Lead Generation 36:12:3 Slide 32Page 33
3. Communicate with It in a Systematic WayPower Session 4
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.
Lead Generation 36:12:3 Slide 33Page 34
3. Communicate with It in a Systematic WayPower Session 4
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
Lead Generation 36:12:3 Slide 34Page 35
3. Communicate with It in a Systematic WayPower Session 4
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
Lead Generation 36:12:3 Slide 35Page 36
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?
Lead Generation 36:12:3 Slide 36Page 37
3. Communicate with It in a Systematic Way
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
Lead Generation 36:12:3 Slide 37Page 38
3. Communicate with It in a Systematic WayPower Session 4
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.
Lead Generation 36:12:3 Slide 38Page 38
3. Communicate with It in a Systematic WayPower Session 4
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
Lead Generation 36:12:3 Slide 39Page 39
3. Communicate with It in a Systematic WayPower Session 4
Succeeding through a 33 Touch1) Be Consistent
2) Be Personal
3) Be Long-term
Mass Mailing
Customized 33 Touch Plans
Lead Generation 36:12:3 Slide 40Page 38
3. Communicate with It in a Systematic WayPower Session 4
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.
Lead Generation 36:12:3 Slide 41Page 40
3. Communicate with It in a Systematic WayPower Session 4
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
Lead Generation 36:12:3 Slide 42Page 41
3. Communicate with It in a Systematic Way
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 …
Lead Generation 36:12:3 Slide 43
3. Communicate with It in a Systematic Way
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
Lead Generation 36:12:3 Slide 44
3. Communicate with It in a Systematic WayPower Session 4
Database Duties of an Agent
1. Daily Duties
2. Weekly Duties
3. Monthly Duties
4. Yearly Duties
Page 47
Lead Generation 36:12:3 Slide 45Page 48
3. Communicate with It in a Systematic WayPower Session 4
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
Lead Generation 36:12:3 Slide 46Page 49
3. Communicate with It in a Systematic WayPower Session 4
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!
Lead Generation 36:12:3 Slide 47Page 49
3. Communicate with It in a Systematic WayPower Session 4
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.
Lead Generation 36:12:3 Slide 48Page 50
3. Communicate with It in a Systematic Way
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
Lead Generation 36:12:3 Slide 49Page 51
3. Communicate with It in a Systematic Way
1. Use It!
2. Take Baby Steps
3. Listen to It
Power Session 4
The Key to CMS Success
Lead Generation 36:12:3 Slide 50Page 52
3. Communicate with It in a Systematic Way
1. Best Pricing
2. Custom Marketing Materials
3. Agent Website Leads
4. Training
5. Dedicated Support
Power Session 4
The Advantages of ProManage
Lead Generation 36:12:3 Slide 51Page 53
3. Communicate with It in a Systematic WayPower Session 4
Today’s Business in TOP PRODUCER
Lead Generation 36:12:3 Slide 52Page 54
3. Communicate with It in a Systematic WayPower Session 4
Contact History in TOP PRODUCER
Lead Generation 36:12:3 Slide 53Page 55
3. Communicate with It in a Systematic WayPower Session 4
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
Lead Generation 36:12:3 Slide 54Page 56
3. Communicate with It in a Systematic WayPower Session 4
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
Lead Generation 36:12:3 Slide 55Page 57
3. Communicate with It in a Systematic Way
1. Record their request
2. Stop their plan immediately
3. Get notified immediately
Power Session 4
Opting Out
Be courteous always!
Lead Generation 36:12:3 Slide 56Page 59
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
Lead Generation 36:12:3 Slide 57Page 60
4. Service All the Leads that Come Your Way
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
Lead Generation 36:12:3 Slide 58Page 60
4. Service All the Leads that Come Your Way
1. Signs2. Fliers3. Ads4. Direct mail pieces5. Promotional items6. Business cards 7. Letters and email signatures8. Website(s)
Power Session 4
Unity in Marketing
Lead Generation 36:12:3 Slide 59Page 61
4. Service All the Leads that Come Your Way
Phones
Websites
Interactive Voice Response Systems
Power Session 4
Lead Generation 36:12:3 Slide 60Page 62
4. Service All the Leads that Come Your Way
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
Lead Generation 36:12:3 Slide 61Page 62
4. Service All the Leads that Come Your Way
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
Lead Generation 36:12:3 Slide 62Page 63
4. Service All the Leads that Come Your Way
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
Lead Generation 36:12:3 Slide 63Page 64
4. Service All the Leads that Come Your Way
1. Lead follow-up
2. Leads per source
3. Ratio of Leads to closed business
Power Session 4
4. Tracking Leads
Lead Generation 36:12:3 Slide 64Page 64
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
Lead Generation 36:12:3 Slide 65Page 65
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
Lead Generation 36:12:3 Slide 66
Power Session Aha’s
Your Lead Generation Action Plan
Putting It All Together
Pages 67-68
Power Session 4
Lead Generation 36:12:3 Slide 67
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).
Lead Generation 36:12:3 Slide 68
Thank Youfor Being Here!
Don’t forget your evaluations!