The #1 Real Estate Tech Solution
Powering Elite Teams
FIVE METHODS
FOR REAL ESTATE TEAMS TO DIVERSIFY
MARKETING AND DRIVE LEADS
In our last playbook, we provided real estate team leaders with the necessary tools to effectively build a premier real
estate team. For those who have read it and built teams, congratulations! The challenge now is to ensure that your team
is effectively used and that all relevant opportunities are successfully pursued.
To do so requires one thing: leads. Yet generating consistent, high quality leads is easier said than done. Today’s most savvy
teams utilize various marketing tools and techniques that are proven to aid in lead generation, nurturing and conversion.
But, with marketing, there is not a one-size fits all strategy. Rather, marketing initiatives should be dependent on, and align
with, short and long-term business goals.
aim of marketing is to know and understand the customer so well
! The
the product or service fits him and sells itself.
– Peter F. Drucker
"
READY TO START DRIVING LEADS TO YOUR BUSINESS?
Here are five unique marketing methods to get you started.
1.
PAY-PER-CLICK
(PPC)
With PPC, companies pay a fee every time that a visitor manually clicks on an online advertisement. Think search engine
ads like Google AdWords, banner ads, mobile ads and more.
WHY PPC?
Cost Effective: Since you’re only charged when a visitor physically clicks on your ad, PPC is a very cost effective way to
hyper target ideal buyers, sellers and residents.
Improved SEO: By filling ads with targeted keywords, PPC improves the SEO value for any company. Tools like Keyword
Spy and Google AdWords Keyword Planner can help define the best keywords for your business.
Things to Consider: PPC effectiveness depends on your market expertise. Invest upfront into knowing your area
(demographics, what’s actually selling, etc.) and you’ll get more qualified, successful leads, for a better ROI.
TRY IT FOR YOURSELF: A Market Research Exercise
FIRST,
determine the area in which you want to market: ____________
SECOND,
break down your market by:
County: ____________________
City: _______________________
Zip Code: ___________________
Schools: ____________________
THIRD,
decide in what price points and in what locations make the
most sense to advertise by asking yourself:
• What agents are listing and selling homes in the area? (Look at this
per brokerage and by agent.)
• What price points have the most amount of sales per month?
• How does the inventory look? (new construction, foreclosures, banked
owned, condos, single family?)
• How many months’ supply do I have?
PRO TIP
The IDEAL MARKET has 3-6 months’ inventory and doesn’t
have an agent with a majority of the market share.
1. PAY-PER-CLICK (CONTINUED)
STILL NOT CONVINCED? Say you invest $800/
month on PPC. (Less than $10,000/year.) You
then convert 1 lead, sell a $550k home and
receive 3% commission. You earn $16,500
– enough to cover your ad spend and turn a
profit.
TOP 3 TIPS
TO MAX PPC ROI
MONITOR WEEKLY
Check click through rates (CTR) and bounce rates to determine
top performing ads.
TWEAK CONSTANTLY
Based on the results, constantly tweak ads and keywords to
improve performance.
MAINTAIN PERSISTANCE
With PPC, you can’t just implement ads and expect results.
Instead, you must stay on top of not only the performance of
your ads, but your market and make adjustments accordingly.
READY TO START DRIVING LEADS TO YOUR BUSINESS?
Here are five unique marketing methods to get you started.
2. SOCIAL MEDIA
Combined, today’s top social networks (Facebook, Instagram, LinkedIn, Twitter and Snapchat) have a user base of over
2.95 BILLION. Further, over 78% of the U.S. population is on social.
WHY SOCIAL?
•
•
•
Education: Establish yourself, and your team, as the experts in your industry and market(s) by showcasing available
inventory, highlighting trends and sharing top tips for buying and selling a home.
Awareness: Educate your target audience on more than the local real estate industry, subsequently building your
teams connection and perception within specific communities and locations.
Inspiration: Pull at emotions through inspirational posts, such as congratulating a family on a closing. You want
people to picture themselves in their dream home, while also promoting that YOU made it happen.
While converting leads on social may take longer, it’s the most affordable opportunity to reach large and/or targeted
audiences. To fully optimize a social media strategy, teams should supplement organic posts with paid ads.
Quick Tips for Optimizing Social Media for Leads
Consistency: The only thing worse than not having
a social presence is having inactive accounts.
Recommended posting frequency is:
• Twitter: Once a day
• Facebook, LinkedIn and Snapchat: 2-3 times per week
• Instagram: 3-4 times per week
Authenticity: Showcase personality and culture via
social channels. Marketing to a beach town? Go casual.
Targeting big city buyers? Try a more formal vibe.
Diversity: Intermix ‘content buckets’ like education,
awareness and inspiration throughout your posts. This
helps avoid over-repetition and keeps followers engaged.
Engagement: Pre-planned content is great, but live
engagement is better. Initiate and interject into
conversations with potential leads and expand your reach
even further.
PRO TIP
Respond to followers WITHIN 24 HOURS. If you
don’t, they are likely to move on to a competitor.
READY TO START DRIVING LEADS TO YOUR BUSINESS?
Here are five unique marketing methods to get you started.
3.
SPHERE OF
INFLUENCE
These individuals can be personal or business contacts, organizational leaders, colleagues and more. Ultimately, real estate is
a relationship driven business and using your sphere is the oldest, yet one of the most effective, tricks in the book.
WHY SPHERE OF INFLUENCE?
•
FASTER LEADS: Your sphere knows you best and is more likely to send
opportunities your way.
•
MORE QUALIFIED LEADS: By understanding your businesses goals and
objectives, your sphere can filter through less qualified leads early on.
•
LOW COST: With your sphere sending right fit clients, you’re able to save
time and money on other marketing.
MAINTAIN AND GROW YOUR SPHERE OF INFLUENCE
•
REGULAR COMMUNICATIONS: Send newsletters on a monthly or quarterly basis updating contacts on the
happenings, listings and big wins of your team. Perhaps incentivize your network for sending business your way.
•
CORPORATE NETWORKING: Join a real estate organization or community group. Attend events and get to know
people within the organization to extend your sphere.
•
COMMUNITY NETWORKING: Current and future community members are prospective clients. Therefore, civic
involvement can help spread the word about your business and help you gain recognition.
PRO TIP
Find the RIGHT BALANCE OF COMMUNICATION. You want to
make sure you are consistent, but you want to avoid being pushy.
READY TO START DRIVING LEADS TO YOUR BUSINESS?
Here are five unique marketing methods to get you started.
4. THIRD PARTY WEBSITES
Chances are everyone has heard of Zillow, Trulia and Realtor.com. Today, these three third party websites represent a
majority of the entire market share for all real estate listing websites.
WHY THIRD PARTY WEBSITES?
•
Quick Return: Buyers and sellers have already been searching and are ready for immediate action.
•
Transactional: Your team can quickly obtain leads that don’t require significant nurturing.
•
Little Upkeep: Minimal maintenance and effort is required to receive leads, assuming your team acts fast!
THINGS TO CONSIDER
•
Lack of Loyalty: These buyers and sellers haven’t found an agent that can solve their needs, making them less loyal,
and even skeptical, of agents who seek out their business.
•
Lots of Competition: Your team can expect to compete with 4-6 other agents for the same lead.
•
Limited Creativity: With limited opportunities for agents to differentiate themselves, it can be hard for prospective
buyers and sellers to choose.
THE ULTIMATE GOAL?
Get buyers and sellers OFF third
party sites and over to your own.
READY TO START DRIVING LEADS TO YOUR BUSINESS?
Here are five unique marketing methods to get you started.
5.
FARMING FOR
LEADS
Farming is a marketing approach in which real estate teams tailor their methods and tactics to target a specific area or
community.
WHY FARMING?
•
Word of Mouth: Your team is likely to gain more word of mouth leads than any other marketing tactic.
•
Awareness & Perception: By focusing all of your efforts on one community, you’ll enhance your brand awareness and
gain the perception that you are the expert in that market.
•
Exclusivity: If your team is successful at farming, you will likely achieve exclusivity within the market.
CHALLENGES TO FARMING:
•
Time consuming: You’ll likely need to invest an entire year in farming before you begin to see results.
•
Expensive: Attending events, creating websites, investing in collateral, manpower and more quickly adds up.
•
Low success rate: Many teams find themselves without funds or run into hard competition.
WANT MORE INSIGHT ON HOW TO FARM FOR LEADS? WE’VE PROVIDED A FULL LIST OF HELPFUL TIPS HERE
HOWEVER, FARMING IS POSSIBLE
Two years ago, Mark Perry, broker and owner of Local Realty, started actively
farming in Mountain Edge, Nevada. With 12,000 homes in the area, Mark reached
out to all of them electronically via personalized landing pages and social media
accounts. Further, he zoned in on specific targets with traditional methods like
mailers. Most importantly, Mark made his face known in the community. He served
on the HOA board and is the president of the youth soccer league in his area. This
alone resulted in multiple leads and four listings in just over a year. Ultimately, Mark
sold 26 homes in his farm over the last 12 months and is having better success
than before he was farming.
MARK'S TOP ADVICE?
Start your farm in the area in which you live. In fact, Mark
lived in his area for SIX YEARS before he began his
farming endeavor in 2014.
The #1 Real Estate Tech Solution
Powering Elite Teams
TECH FOR TEAM BUILDING AND OPTIMIZATION
Implementing all the marketing tactics above can be daunting. Luckily, real estate technology, like CINC, is here to make the
process more manageable. CINC was founded on the encouragement of some of the nation’s top brokers and mega-team
leaders in order to address the gaping holes in real estate tech. Fast-forward a few short years, and it has become the fastest
growing real estate technology platform in the world.
CINC provides real estate agents with everything they need to drive marketing for leads, no matter what method or combination
of methods they choose.
PAY PER CLICK
•
Convert more leads through CINC’s unique landing page lead capture opportunities.
•
Nurture leads through the platform’s automated DRIP communication.
•
Capture home seeker activity straight through CINC.
SOCIAL MEDIA
•
Capture leads by offering unique lead capture resources via CINC’s landing pages.
•
Post specifically through CINC to track and drive leads to the platform.
•
Identify lead tracking via sources.
SPHERE OF INFLUENCE
•
Nurture leads through CINC’s DRIP email and task automation.
•
Manage consistent communications and actions with CINC’s PLANS feature.
THIRD PARTY SITES
•
Streamline data into one database for easy management.
•
Utilize CINC to create automated action plans for consistent follow up.
•
Nurture leads through the platform’s automated DRIP communication.
FARMING
•
Develop area specific landing pages for lead capture.
•
Create and execute area specific DRIP communication.
•
Generate automated action plans to consistently follow up with particular leads in a specific area.
ABOUT CINC: Founded in Marietta, Georgia in 2011, CINC (Commissions Inc.) is the leading provider of web-based real estate marketing and
CRM software for elite agents and teams across North America. The solution includes a consumer website that integrates with local MLS data, a
complete CRM platform that allows real estate agents to nurture clients and monitor their business, and access to two mobile apps (CINC Agent
App and Houses.net). Built with the support and input of some of North America’s top brokers, CINC powers the business for thousands of agents
and connects them with millions of consumers every month.
1-855-259-7277 | [email protected] | www.commissionsinc.com |
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