By Tuesday at 3 pm, most Family Reunion attendees have learned so much their heads are already spinning. I expected this class to be half full at best but again as with all of the rest of Ben Kinney's classes it was Full. He started the panel with this statement and he meant it, "I have three rock-stars and I am here to make them look good even though they do not need my help." Maggee Miggins, Darren James and Wayne Long were the three rock-stars that Ben was referring to. Ben asked each panelist what online marketing their team utilizes, the number of leads they give their agents each month, how quickly they respond to leads, what communication tools they use and how much they spend each month on their marketing.
Maggee Miggins, from Summit, NJ has been selling real estate for 16 years and her average sales price is $1,500,000. Her team utilizes zurple.com, call capture, Market Snapshot through TopProducer and has virtual assistants from myoutdesk.com. All of the marketing and tools she spoke about cost her team approximately $2,000 a month.
Maggee answers all leads immediately. Their buyer agents get about 50 leads a month to work. She has different conversations based on what she learns from speaking to a lead. Long distance buyers get put on a drip search and local buyers she sets an appointment for the following weekend. Mike Miggins, her husband is jokingly "fired" at least once a month. Mike oversees the virtual leads. The registrants go directly on a 33 touch. They also use mojosells.com which is an auto dialer system. Miggins says, "We call, text, email, FaceBook, Twitter, LinkedIn, Video email. Am I forgetting anything but tickling them? I am still a little old fashioned and also send some direct mail. We sell dreams and homes, its the relationship we have with people. Stick with the women unless you have a man who is buying the trophy house."
Darren James, from Baton Rouge, Louisiana has decided that their team is going to stand out from our competition and created a Unique Value Proposition which is "We will sell your home in 90 days or will buy it". Darren utilizes realpro systems, home gain and wolf net for their IDX, google adwords, Hdhat.com (video tours) and tour factory (virtual tours) and ProQuest for call capture. Their IVR generated 6800 leads last year. They use covideo.com and animoto.com for video because "You are creating memories with video". Their Craigslist advertising uses postlets. "If I could be half the man that my Dad is I would really be something. He is my carrier and is 67 years old", says Darren. His wife is both his scheduler and buyers agent. Their team has a website developer who uses a pay per click budget of $100 a month. The average sales price for their team is $180000 and their marketing budget is $750 monthly. They give their buyers agents 80-100 leads a month an expect a less than 5 minute response time to all new leads. Currently they are converting 2-4% of their online leads. "We never take no for an answer, just keep talking and close the appointment". Ben Kinney responded, "That's my kind of guy". Their team then puts their new sellers on a 7 day drip campaign of what to expect now that they are under contract. As soon as we list a new home, we friend request them on FaceBook. When we close we have a Raving Fan Party..."This $150 party is really paying off"! Darren's advice is "Be relentless, call until you make contact or they tell you to stop. You don't have to be the smartest kid in the classroom but you should be siting next to him."
Wayne Longis from Columbus, GA. The tools that his team utilizes is real-estate web masters as their IDX, virtual tour and HomeGain as part of their marketing efforts. They use postlets for their Craigslist efforts, but mentioned that he had been to Ben's class earlier that day and would be changing that. "We have done a lot of things wrong and a few things right!" says Wayne. Their team uses call capture, blogs on just about every free site available and utilize organic SEO. Their average sales price is $167,000 and their team spends $500 a month on their Internet marketing efforts. When a new lead comes in we expect our buyers agents to follow up with an email within 5 minutes. "We give our buyers agents 5 leads a day but again after listening to you, I think I am going to reduce that number as well. They expect for their buyers agents to have 2 closings a month", says Wayne to Ben. They do have a conversion ratio of 2-5%.
When a new lead registers on their website they typically don't call them right away. Once they are actively looking, then they begin to stalk them. Zopim.com is the online chat they utilize on their website. It monitors the client by IP address and it remembers for next time they log in. They have had great success in setting appointments. "You must get traffic before you can use any of these tools. We survive on leads, figure out how to get them. You should build relationships with people around the country who are successful." is Wayne's advice.
Ben Kinney then wrapped up the panel by giving this advice, "The difference in conversion is response times. When hiring buyers agents, always have a contract. Just like marriage, You want it to be expensive for them to leave. Its a long term relationship which is tough for some of us. To start Internet Marketing you have to put a budget together for six months and not expect your first check for 3-5!"