Let's talk about the Three L’s of the Internet; that's that just what Gary Keller and Tony DiCello did during a Mega Camp panel discussion with associates Ben Kinney, Ryan Tollefson, Dan Wisdom and Heather Upton.
Each panelist discussed the unique ways that they used the Internet to generate leads, win listings and create leverage for their business. Here's the insights:
1. Focus on Your Traffic and Team:
According to Ben Kinney the real key to Internet leads is focusing on how much traffic you need on your website and what you do once you get them there. “Too many real estate professionals are putting the emphasis on the tools instead of the traffic and the team.”
Kinney’s formula for calculating his online marketing budget:
Average Cost per Lead x # of Leads Needed per Agent x # of Agents = Monthly Budget
Kinney shared that Internet lead generation is more expensive than traditional prospecting, but it’s also more predictable. This allows him to play red light, green light with his monthly budget and truly follow the MREA models to leverage his online tools.
2. Grow Organic Traffic with Online Reviews:
Dan Wisdom uses the Internet to grow his sphere by focusing on generating reviews. By focusing on client relationships, his team has over 1,300 reviews across nine key real estate sites; his team is also the number one reviewed team in the world on Trulia.
The trick to generating so many reviews? Asking clients early and often for a review along with a referral. Also, make it easy for the client to give you a review. Send them an email with a link to the site to write the review. And, always thank the client for their review.
Write a hand written note or deliver a bottle of wine to their door. This shows your appreciation and allows you to leverage the relationship after the transaction has closed to gain more referrals.
3. Use Facebook for Hyper-local Marketing:
Heather Upton uses Facebook and her community’s calendar to be the person in the know in her community. She is involved with local schools, little league teams, nonprofits and other organizations. Basically, she uses Facebook to spread their message.
“Network and keep local leaders within your sphere. As you share their message, they are sharing your message,” said Upton.
Upton’s Facebook page is about her love of her community. By keeping her messaging on her community, she is branding her business as the community, and thereby creating indirect lead generation. Though she rarely posts about real estate, Upton receives 60 to 75 percent of her buyer and seller leads from her Facebook community.
4. Expansion Through Local Focus, Analytics and a Mobile App:
Ryan Tollefson of Unity Home Group is an expansion agent with three market centers. His team creates community webpages and focuses on SEO to become local experts. Tollefson’s website analytics show that leads generated from those community pages have higher conversion rates than the rest of the site.
As analytics depicted mobile traffic and leads increasing on the website, Tollefson's team built their own mobile app. By promoting the app on the website’s main page, they have more than 4,000 registered app users (not just downloads); and, mobile app leads are proving to be higher quality than website leads.