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What to Look for When Buying Online Marketing and Lead Generation Tools
There are three flavors of online marketing and lead generation solutions: some that work great, some that are okay, and those that over promise and under deliver. Doing your research will not only help you sort between the good and the bad, but also enable you to understand which solutions are matched up well to your personality. Begin your research by talking to your broker and/or franchise, and MLS and/or association of REALTORS. Nobody wants to help you sell more real estate than your broker who lives off of a portion of your commission. Brokers are highly focused on helping you by offering effective tools and providing training and support to make sure that you know how to use them. Your MLS and association are also great places to start. Like your broker, they have your best interest at heart. One of the drawbacks to tools offered by your brokerage or MLS is that they offer them to all agents in your office or market area. You can find yourself using a tool that is used by everyone in your area, which may undermine your ability to create an online marketing and lead generation plan that differentiates you. Look at the methods used by top producing agents and teams in your area. Again, these are likely to be tools that have a proven track record of being effective. Another great tactic is to look outside of your area to see what top producers are doing. Look at the Real Trends top 1000 list to find successful agents and go online and search for homes in their area like a consumer would. Test the experience. Moreover, feel free to call them. Read RE Technology every day. We are constantly highlighting stories of solutions that work in the industry. Pay close attention to our Webinar section. We are constantly hosting online meetings that allow you to learn about new tactics and trends. And do not forget to attend industry conferences. These offer a great way to learn and talk to vendors and fellow agents to discover opportunities to make the right choices. Want to learn more about online marketing and lead generation? Download our latest Success Guide today!    
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Trends in Online Marketing and Lead Generation
Online marketing and lead generation is a constantly evolving science. In the early days of the internet, simply putting a property online with text was a big chore that required agents (or their development partners) to have HTML programming skills. The next big evolution happened around 1999 when the industry launched the first Internet Display program called IDX. This allowed agents and brokers to publish all of the listings from the multiple listing service on their websites and enable consumers to search. This was quickly followed by the emergence of national property advertising portals like Realtor.com, MSN, Yahoo! and others. IDX and listing portals delivered a great savings to the real estate industry, which was focused on newspaper and magazine advertising at the time. It was not uncommon for listing agents or brokerages to spend between as little as $300 or well over $1,500 in the marketing of a property. Online home search grew in popularity among homebuyers as access to internet connected computers grew. The next huge growth in this category came along with the consumer adoption of internet connected mobile phones and tablets. Today, more than 50 percent of all property searches happens on a mobile device. Nearly concurrent with the adoption of mobile, popular social media sites have became conduits for accessing real estate information including Facebook, LinkedIn, Twitter, and now Instagram and Snapchat. The options consumers have today for looking at property is almost absurd. There are millions of agent websites, hundreds of thousands of brokerage websites, and hundreds of property portals. The abundance of these options has created some interesting consolidation. It is estimated that the top 10 real estate portals in America are visited more than 500 million times a month. Given that there are only about 5.5 million transactions a year in America, it makes you wonder what all of those people are doing. Agents and brokerages are recognizing that digital marketing and advertising is changing from "spray and pray" to highly focused and localized marketing. To accomplish this, solutions have emerged that support real estate marketers with geotargeting to a particular house, neighborhood, polygon, or Zip Code. Within those geographies, real estate marketers can tune their marketing for attributes like age, renter vs. homeowner, or any number of filters that narrow the audience. Another major development is the connection between customer management solutions and online marketing. There is an appreciation that one goal of online marketing is to help build a database of potential customers. This famous sales strategy of collecting contacts and staying in touch was famously dramatized in The Wolf of Wall Street where Leonardo DiCaprio encourages his sales team to stay in touch with the customer until they buy or die. Some research has emerged that provides some good guidelines for real estate agents who hope to develop a digital marketing farm. A good target is to focus your efforts on a group of 2,000 to 2,500 households. With a steady focus of targeted digital marketing, agents should be able to develop a sales funnel that will yield about two trades a month. The important ingredient to developing this volume of units from this number of transactions is the frequency and quality of your marketing and lead conversion efforts. Always remember that digital marketing only works if you respond inside of five minutes to an inquiry—or ideally inside of one minute. Consumers expect you to be ready to serve them right away. Want to learn more about online marketing and lead generation? Download our latest Success Guide today!    
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The Key to Real Estate Lead Generation: Custom Landing Pages
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Why Targeting Millennials Is Good for Your Brokerage
It's been a few years in the making, but millennials are starting to take over the real estate landscape. Believe it or not, this year, the youngest millennials are turning 23 years old—and the oldest are 38. So what does this demographic mean for your brokerage—and why should they be at the forefront of your efforts?
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The Top 5 Must-Have Website Features for Lead Generation
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Tapping the Zillow Gap: Competing on Consumer Experience
Ah, Zillow. The real estate portal we all know and love. It's no secret that many homebuyers leverage the "Z word" to begin their initial stages of the home buying process. Due to the popularity of Zillow with homebuyers, many brokerages and agents alike feel they must be committing a dedicated monthly budget to the platform for a perceived fear of missing out on a potentially limitless stream of leads. Many real estate professionals also feel there is an unspoken expectation they need to be present on the search portal to truly compete with those who are also on Zillow.
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Landing Pages for Real Estate Buyer Lead Generation
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Landing Pages for Real Estate Seller Lead Generation
What marketing are you doing for seller lead generation? Many real estate professionals do direct mail and farm neighborhoods, and it's very effective. You may also do other print and online marketing, and every method has some success. The question is whether your website is generating seller leads for you, or if you know which real estate seller leads come from your website?
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How to Personalize Your Online Lead Generation
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Get More Leads by Posting Content Followers Want to See
Creating content for your social channels can sometimes feel like a challenge. Between selecting the right image for your posts and thoroughly considering the text that goes with it, you are left wondering how to get your content maximum exposure and engagement. With this social media guide, selecting the optimal message type, number of characters, hashtags, and emojis for each social network is going to feel like a breeze.
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Last-minute Ad Blitz for Open House Nets 200+ Leads
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Success Breeds Success: How One Leader Builds Up His Agents
Dan Lee is a team leader and broker unlike others. "I don't consider myself a savvy businessman," he says. "I consider myself as someone who took the responsibility to provide for everybody else's livelihood." Lee's focus on cultivating his agents' success has led to his own success in retaining and recruiting top salespeople. In this interview, Lee shares his approach to keeping agents happy, why he doesn't hire until he has leads for a new agent, and why he's never had to fire an agent. Read on to learn more!
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Broker Gets 1,019 Listings with Buyside
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The Ultimate Guide to Leveraging LinkedIn to Get Leads
When real estate pros think of social media marketing, the sites that come to mind most often are Facebook, Instagram, and Twitter. However, a recent study shows that, while sites like Instagram and Facebook are great for getting your audience to get to know your business, LinkedIn is the proven king of lead generation. Coming in at a visitor-to-lead conversion rate of 2.74 percent, LinkedIn has a conversion rate that is three times higher than both Twitter and Facebook.
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How to Generate Leads with Twitter
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How to Generate Leads with Instagram
Recently, I talked about how social media is a valuable tool for your real estate brokerage, and how you can put it to work for you on Facebook. But the thing about a social media strategy is that it rarely focuses on one platform alone! Each social media network targets a different market, and can have a huge impact on your lead generation—which can have a huge impact on how many homes you and your agents sell. Today, let's have a look at one of the more recent social media platforms: Instagram.
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How to Use a CRM to Get More Real Estate Leads
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WATCH: How Newly Licensed Agents Get a Fast Start
How does Wemert Group Realty get their new agents out of the gate faster than the competition? By providing them leads from realtor.com® and training them on how to work those leads. Wemert Group incentivizes those leads, as well. Rather than giving rookie agents their best leads, new agents get "cut your teeth leads" that they have to work a little harder on and learn from. From there, they can earn their way to better leads or a higher price point. Want put your new agents on the path to success? Learn how with leads from realtor.com®.    
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Bradley Real Estate Going after Listings with Effective eProspecting Campaign
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WATCH: Wemert Realty Reveals Their Source of Better Buyer Leads
Does more accurate listing data lead to more sophisticated buyer leads? According to broker Jenny Wemert of Wemert Group Realty, the answer is "Yes, absolutely." Wemert Group relies on realtor.com® for online leads, and compared to other sources, Jenny says that leads from realtor.com® are closer to purchasing a home. Watch the video above to learn more about how realtor.com® leads make a difference to Jenny Wemert's firm. Discover how your firm can get more high quality leads with realtor.com®.    
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How Brokerages Can Generate Leads with Facebook
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[Video] How Online Leads Powered Wemert Realty to 20x Growth
Wemert Group Realty is on track to close 800 transactions this year, up from 40-60 in 2008. What's their secret to 20x growth over the past decade? According to broker Jenny Wemert, it's realtor.com®. To learn more, watch the video above. Want to find out how realtor.com® leads can grow your business? Learn more here!    
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How Your Brokerage Can Target Millennials
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Generate Leads Immediately by Signing Up for Realtor.com!
Jason Huerkamp is the ambitious founder and co-leader of the Huerkamp Home Group, part of Keller Williams Realty. Since 2002, the Huerkamp Home Group has grown exponentially to become one of the most dominant real estate teams in Minnesota. Jason is a savvy real estate investor and enjoys sharing this aspect of the business with others. In the video above, he talks about the speed in which his team started to receive leads when they signed up with realtor.com®. He tells us that he literally started receiving leads within 12 hours of becoming part of the realtor.com® program. Now that they are actively engaged in the program, they receive 15 to 20 leads per day. Jason also tells us that the conversion rates for the realtor.com® leads are really high as well. Jason uses the realtor.com® lead generation program as part of an overall lead generation campaign for his team. He uses realtor.com® to generate buyer leads AND seller leads. By creating nationwide exposure for his team, Jason is strengthening his position to attract clients for his properties and agents nationwide. If you would like to learn more about how your team can start getting leads almost immediately, click here: https://hub.realtor.com/team    
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How this Brokerage's Agents Close $1.2 Million per Month
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The Secret to a Faster Start for New Agents from Year One
For rookie Realtors, the secret to success is all in the systems that are in place to support them. At Kendrick Realty, that system centers around the leads they receive from realtor.com®. With those leads, new agents can immediately build a client base and start closing transactions within three to six months. Watch the video above to learn more about how realtor.com® plays a crucial part in how Kendrick Realty takes their new agents from zero to success in their first year. Click here to learn more about how realtor.com® leads can support your agents' success.    
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Buyside Now Powers Nearly 40 Percent of REAL Trends Top Ranked Brokerages
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Is It Possible for a Broker to Achieve 250 Closings Year One?
Getting started as a brand new brokerage is really difficult these days – especially in markets where there is very little inventory. I just watched this story from Kendrick Realty about how they did 250 deals in their FIRST YEAR. Instead of building a sphere and cold prospects, they started right out of the gate with realtor.com® and found interested online buyer leads. Combining the online leads generated from realtor.com with strong internal follow-up systems and training to help their agents learn how to nurture prospects generated from realtor.com, Kendrick Realty experienced a very successful first year. With great responsiveness and a team dedicated to nurturing relationships with potential buyers, Kendrick Realty generated 250 deals in just 12 months! Pretty impressive stuff! Watch the video below to hear their encouraging and exciting story, and see how you might be able to apply their winning marketing principles to your business:  
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How to Make the Most of Your IDX Data to Drive Traffic and Leads
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How to Generate Leads with Your Facebook Business Page
With more than a billion users, tons of targeted marketing tools, and extensive analytics to track your results, there's no doubt that Facebook is one of the best places to market your business. But that doesn't mean that Facebook marketing is easy, so success requires an understanding of the tips, tactics, and techniques used to generate leads from your Facebook business page. The good news is that you don't need to be a social media expert to start getting more from your Facebook business page. Our team is here to help, with a guide to generating more leads through your Facebook business page.
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A Top Real Estate Team Shares Their 3 Keys to Success
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Is Broker Paid Marketing Making a Comeback?
The "100 percent model," where highly productive agents pay for all their own marketing, had edged out much of broker-paid advertising in some companies. This worked well for some agents, but many found they inherited overhead and tasks that took them away from selling. Now reemerging in some brokerages is a new version of company-paid marketing. But it is not the traditional brokerage from yesteryear with the mahogany manager's desk and a bullpen of agents. Frederick Herot, VP Customer Communication at realtor.com®, recently discussed newer concepts of broker paid-internet lead models with founders Luke Monroe, Lisa Sickman, and Dan Sundberg of Kendrick Realty. Their group fully pays for and provisions their agents with an abundance of leads and then coaches them to what is most often a six-figure income.
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5 Tips to Generating More Leads on Facebook
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Love 'em or Hate 'em, AVMs Generate Leads. Here's How You Can Get Your Own
Regardless of how you personally feel about AVMs (Automated Valuation Models), there is little doubt that an AVM can produce quality home seller leads to real estate companies. Building your own "What's-my-home-worth" tool can produce more quality leads for your business. Today we'll explore why people use AVMs and how you can build your own.
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5 Ways to Use LinkedIn for Generating Real Estate Leads
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4 Ways to Generate Seller Leads
We recently conducted a survey of real estate professionals and found that the largest portion of their marketing budget is spent on purchasing leads while only 13 percent of new business comes from there. In addition to the upfront cost, managing these leads requires time and effort and isn't yielding a notable result. So why not generate your own? Your website, email, phone and computer are all great ways to find interested sellers. Here are four easy ways to generate seller leads:
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Desperate for More Inventory for Your Agents? We have the answer!
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[Video] The Secret Ingredient for a Record Breaking Year
"If an Apple data scientist and a US intelligence analyst had a baby, and that baby went into real estate marketing," it would look a lot like predictive marketing tool Totomic. At least that's how Totomic CEO Chris Weltzien describes it. It's a fair assessment — Totomic sifts through thousands of consumer and property data points to create a highly accurate profile of your listing's ideal buyer. The platform then lets you target ads to local prospects who match that profile. This means you spend money only on those most likely to buy, and save money compared to campaigns with a less precisely targeted audience. Weltzien joined us for a recent webinar, along with Greg Sundberg of Moxi Works, a back office platform that connects over 30 different broker tools, including Totomic. Together, they showed how connecting high-end consumer intelligence to your ecosystem of existing tech tools can win more deals for your firm and set you on the path to a winning 2018. Did you miss the live webinar? No worries, you can check out the video recording below. Hear what Weltzien, Sundberg, and brokerage executives Jessica Frushtick of Pacific Union and Ryan Hildebrant of Seven Gables Real Estate in Orange County, Calif. have to say about creating a record-breaking year.
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Real Estate Marketing Videos Generate Leads and ROI
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Totomic Shows Who (and How) to Target During Home Sale
Best Buyer report gives agents a major digital edge, saving precious time and money With the inception of the Moxi Works open platform, our sole purpose is set to helping brokerages innovate and future-proof their businesses. We've added a lot of tools and services lately, but only those that are the brightest and best in the industry. With that spirit in mind, we want to announce another best-in-class service integrated into the Moxi Cloud open platform: Totomic, which helps guide agent marketing tactics through an in-depth analysis of big data. To learn more about Totomic, sign up for this FREE upcoming webinar on Sept. 5!
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How Predictive Analytics Can Match Your Listings with Buyers
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How to Share New Resources with Your Contacts
Creating new resources and downloadables is an important part of any marketing plan; it gives you the perfect reason to reach out to your network of leads, prospects, clients, and referral sources. However, with so much content available, it is important to develop a game plan to effectively deliver your content. Make sure your content is reaching your audience with these four steps.
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Redfin Case Study Shows that Web Traffic Does Not Drive Sales
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How to Connect with a Millennial Home Buyer
Saying the words 'Millennials' and 'homeownership' in the same sentence usually has mixed results – especially with experts lamenting them for not jumping into the real estate market in droves. Millennials have been the primary marketing focus of almost every business model in virtually every industry, mainly because they are the largest generation in history and they stand to inherit an estimated $30 trillion in assets in the greatest wealth transfer in history – so it's understandable that they have everyone ready to pounce on their purchasing power. This is a generation unlike any other in the sense that brands still haven't completely figured out what makes them tick and how to market to them – and it's no different for the real estate arena. The challenges Millennials face in real estate
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Local Prospecting with Search Engine Optimization
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Three Hard Truths About Building Your Brokerage
Real estate is hyper competitive; everyone knows that. According to the 2012 Economic Census, there are 86,004 real estate brokerage firms operating in the United States. This means you have competitors around every corner vying to overtake your market and your business. However, one of the biggest mistakes you can make is focusing on your competition. Successful brokers focus on determining their own strengths and figuring out how to build a solid foundation for their agents and clients. Forward-thinking brokerages are moving in the right direction because they're aware of these key facts:
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White Paper: Generating New Business in Real Estate
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Big Data Can Drive Bigger Broker Margins
WAV Group spends a lot of time consulting with brokers on how to re-margin their business. We published a paper in 2013 called Harvesting Business From Broker Data. That paper characterized the methods that we developed with a number of brokers to harvest business from across the enterprise of title, mortgage, residential, relocation, insurance, commercial, and property management businesses. It has worked very well for many brokers to recapture repeat transactions and new business though cross-sell.
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The Do's and Don'ts of Real Estate Landing Pages
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Generating Leads with VOW
Generating leads is, to be honest, the bane of many real estate agents. That’s because when you generate the leads, you need to sift through the noise to find the leads that are the most qualified – those that are the most ready to buy or sell. Effective lead generation online is part art and part science, but there are some tried and true tactics that you can leverage. One of these is utilizing VOW data to identify more qualified prospects. So what, exactly, is included with VOW data? VOW, or Virtual Office Website, is a way for clients to find out crucial information about properties they might be interested in. Information can include vital pieces of data such as original listing price, price change history and days on the market. VOW also tends to include sold listings. All of this information can be extremely useful for your prospects as they are researching properties.
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4 Ways to Get More Seller Leads in Real Estate
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5 Lead Generating Pages that Will Enhance Your Real Estate Marketing
Your website is the hub of all your online real estate marketing, and one of the most powerful tools you have for generating qualified leads. But success is not automatic. Picking the right pages for your website is crucial because the prospects that land on your website have most likely arrived in search of specific information. By anticipating the needs of your prospects, creating the right pages, and filling them with high quality content, you can turn your website into a powerful, sustainable lead generation machine. Include These Five Pages for Real Estate Website Lead-Generation: 1. About Us Page Buying or selling a house is a major decision, so real estate prospects really like to get an idea of who they will be working with before they make a choice. Your About Us page is your one-stop shop to introduce yourself, your team, and your business. Online audiences value authenticity, so feel free to tell them a little bit about yourself beyond your real estate experience. Why do you love working in real estate, and what are the special things you enjoy about the communities where you do business? Let them know who you are and they're more likely to return the favor. 2. IDX (Internet Data Exchange) If you're not familiar with the acronym, don't worry. IDX stands for Internet Data Exchange, which is a fancy way of saying that your prospects have access to your MLS listings. The most important things for an IDX solution are that it's easy to use, prominently featured, and includes filter options for prospects to narrow down their search. This is an absolute must-have for any real estate website, and a good IDX solution is certain to be one of your best lead generation tools.
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What Is the Best Source for Leads in Real Estate?
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6 Videos that Can Help You Win More Leads
Video use in real estate marketing is a great way to stand out and gain new leads. But as video marketing gains momentum, standing out in the crowd is essential. Luckily, video offers an array of avenues for creativity and added exposure. Are You Taking Advantage of These Less-Common, Unique Video Types? You've tried property videos, agent promos, and testimonials, but these new video types can help you break the mold: 1. Brand Promos A bit longer than others, at about 4-5 minutes, promos should relay positive company attributes, things that make your firm special, boasting performance, and community service. Use these versatile videos in listing presentations, conferences, and autoplay on YouTube. 2. Explainer Videos Take those "About Me" videos to the next level, showing clients there are humans behind your brokerage. Look to your website for ideas, such as your "About Us" page, "Certifications," and "Awards," leaving no major details of your brand unspoken.
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Changing Buyer Behavior to Convert More Web Leads: A Q&A with San Diego broker Jesse Zagorsky
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Effective Ways to Generate Seller Leads
WAV Group recently did an audit of a broker's lead strategy, and it caused a bit of a eureka moment for the broker. We found they needed to stop focusing on buyer lead generation immediately and focus on seller lead generation. As a consulting firm, WAV Group has a full bag of executional tricks for firms to consider when they are setting strategy. The way that these activities are implemented and driven though the culture of an organization is the secret to success. We considered a few of these strategies in our latest study, Generate Seller Leads: Don't Worry About the Buyers, They Will Come. Read the full study here!
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Landing Pages Are More Important than Your Actual Real Estate Website
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Five Ways to Make More Money with Google Analytics
Have you tried using Google Analytics and were underwhelmed by the results? That's probably because you were using it wrong. Easy Agent Pro is back and they're revealing the secrets to using Google Analytics the right way to capture more leads. The first tip comes in at the 1:07 mark.
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The Results of Digital Engagement Part III: HomeActions
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The Results of Digital Engagement Part II: Redefy
Welcome to the second part of our series: The Results of Digital Engagement. If you missed the first part of the series, you can find it here. In this installment, we explore the first of three companies using digital engagement to increase new business. Redefy is changing the way homes are sold with a flat fee real estate model. They use the engagement in two ways: the first is through their social media marketing and the second is by keeping home buyers and sellers engaged over a long period of time. Business Challenge: need to drive better qualified leads through their social media marketing The social marketing media is enhanced with digital engagement in a three-part process: Drive traffic from social media marketing to a landing page Pull leads through a qualification quiz to find out where they are in the buying or selling process Send leads a custom property report with the agent's contact information Impact on Business Redefy had 180 people click through their social media marketing to the landing page. They cultivated 49 leads in four weeks that they described as high quality with a "significant portion looking to transact within 1-3 months."
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Facebook Advertising and Seller Lead Generation
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Leverage Facebook Messenger for Lead Generation and Conversion
Facebook Messenger, the most popular app in the world, was downloaded 59.7 million times in the first six months of 2016 alone. Do you have the real estate selling tips you need to take advantage of its newest ad features? Destination: FB Messenger In previous versions, Messenger users had to seek out your business. Now you can select Messenger as a destination for website click objectives, simplifying the conversation initiating process (which allows clients to receive your messages) with a "Send Message" call-to-action to link to the app. This not only brings prospects further down the sales funnel and directly to your door, but allows for faster assessment of where they are in the sales cycle without being intrusive. Heating up sales The update offers businesses greater opportunity to warm up sales leads, drawing cooler leads away from "cold" general interest content and getting them in on the action. Those unlikely to have progressed can be warmed up via direct conversation, generating sales potential that would not have previously existed.
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The Results of Digital Engagement Part I: The Business Challenges Addressed through Better Engagement
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Big Brokers Need to Stake Their Claim or Risk Annihilation
The start of 2017 has been like no other in real estate. We have just completed our cycle of strategic planning for brokers in real estate and every large broker is facing the same issues. Remember the folklore about the dodo bird? The species lived in a world that was so plentiful, it lost its ability to fly. In the end, that was its undoing. If large firms are not careful, they could walk off the same cliff. Small Firms Are Out Recruiting Large Firms Large real estate firms have become easy recruiting targets for small firms. The big guys have lots of business rules and lots of normalization of around commissions. They have lost a lot of their agility, and are compensating by accepting less broker dollars. Most of all, very few have adopted the requirement that managers have 40 recruiting meetings a month. This is easy to fix with focus. Focused on Lead Generation Instead of Listing Generation The biggest ask from real estate agents today is "feed me leads." In truth, leads are typically buyer leads. Sure, they are nice to have. But what agents really need is listings. Large firms that leverage their historical data can design programs that drive seller lead generation. They can monopolize on new home development. They can leverage their mortgage customers, title customers, and property management customer databases to stimulate listing appointments. Large firms have so many unfair advantages that small firms only dream about.
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Capture Forms that Capture Leads
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Propel the Sales Cycle Forward with Integrated, Intuitive Broker Tools
Tuesday, February 21, 2017 at 10:00 AM PST In this webinar, gain valuable insights into how the Top Producer® suite of products can help you build a thriving business. Learn: Tactics for generating more social media leads How to beat the competition at lead response How mobile-first tech helps your agents close the conversion gap About integrations that fuel agent success while offering you full transparency Register now!
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Get Better Leads from Facebook
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Why SEO Is So Important to Brokerages
So many companies, admittedly ours included, try and sell real estate brokerages on search engine optimization (SEO). We focus on the increase in traffic, return on investment, so on, and so forth. What I sometimes fail to communicate is the importance SEO plays in the overall profitability of the real estate brokerage. For too long real estate brokerages would struggle for profitability. They would yield to the idea of hoping to just break even in their brokerage business and would look for ancillary services for the profitability they needed. The beautiful thing with SEO is something I call the "gift that keeps giving." I always prefer SEO over PPC (Pay Per Click). Since about 2002, I've been passionate about SEO. I've always believed that I, along with a great team of smart people, could figure out automated ways to get real estate properties indexed by Google on the web sites we created. And we did. I'll never forget getting phone calls from MLS executives in around 2003. A number of them were calling us because they were upset with us. They thought we were sharing IDX data with Google. What happened at that time is we figured out very effective SEO methods and Google rewarded hundreds of our brokerage websites across the country. In just about every single market, websites powered by us were showing on Google for all MLS market searches. It was a fun and interesting time. This is when I knew we could be very effective with SEO within the real estate industry. So, what can, or does, or should SEO mean to brokerage business? Granted, your business needs to be operating well in all areas, but SEO can mean the difference between profitability and losing money. And, when done properly, SEO continues to yield results over time.
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Digital Conversion Rates in Real Estate: What’s Considered 'Good'?
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Stop Buying Real Estate Leads
We live in a society of convenience. Technology will accelerate this trend in 2017. Why turn on your lights when Google can do it for you? Why go to the grocery store when Fresh Direct can do it for you? And why invest in lead generation when you can simply buy leads outright? Buying leads is certainly an easier approach to lead generation than creating a system that attracts, converts, engages and nurtures over time. That's why so many real estate professionals continue to buy leads. It's easy and, for many, it's effective. But if you are investing in both digital marketing and buying leads from a third party, you could be spending money on the same customer several times over. In real estate and beyond, it's known that generating your own leads has slightly more upfront costs, but costs your company less over time. Purchasing real estate leads – through companies like Zillow or even things like PPC advertising – will likely increase over time. Here's an example chart from the internet marketing company FourandHalf:
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The Real Estate Website Sales Conversion Funnel
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Kunversion and Inside Real Estate Combine to Become Leader in Broker and Team Software Solutions
Inside Real Estate and Kunversion announced today that they completed a transaction to combine their businesses. They will operate under the Inside Real Estate name with Kunversion becoming the brand for their marketing and sales software platform. The combined business becomes a leader in marketing and sales software for residential real estate agent teams and brokers. Kunversion brings its leading software platform and marketing solutions delivered to agent teams and brokers while Inside Real Estate adds unique capabilities for larger brokers, including seamless integration with transaction systems, full marketing and sales lifecycle tracking and analytics, and other emerging enterprise features. The acquisition comes after a flurry of recent product releases from both companies, including a new CRM mobile app, Facebook lead generation tools, advanced lead routing and agent management capabilities, and integration with other industry solutions including Dotloop, SkySlope and BrokerMint transaction management systems. Because both companies operate with common technologies, integration of their software solutions will be a seamless transition. In fact, substantial integration steps have already been completed, allowing customers to begin taking advantage of the broader functionality of the combined platform. The integrated Kunversion platform will be capable of serving the unique needs of small agent teams all the way up to large, multi-region, multi-office brokers.
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Online Leads Don't Suck. Your Conversion Rates Do. (11/9)
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How One Broker Leverages His Public Records/Tax Solution for Sphere Marketing
CRS Data is among the leading tax systems in America, known for their outstanding system design, great customer service, and excellent county record tax collection. If you use CRS today, you are probably a fan. Today, I want to talk about a CRS feature that is making a profound impact on the effectiveness of direct marketing for Murney Associates, Realtors. Murney Associates is a six office brokerage located around Springfield, MO. They are locally known for their excellence in marketing and a strong believer in sphere/farm marketing. Last week, I had a chance to connect with Kyle Drenon, Director of Marketing for Murney, who shared some information with us about how they are training sales associates in their firm to leverage CRS label export with outstanding results. CRS has the ability for sales associates to perform subdivision searches in prospecting. Agents can quickly pull a mailing list of a subdivision and create a farm. Murney provides a service to develop Jumbo, or oversized postcards to mail to that farm. The company manages this marketing communication at a localized level. For example, adding a very localized primary photo from the community on one side of the postcard and adding very localized market data for the neighborhood along with recent listings, sold listings, etc. Mr. Drenon indicates that agents are getting great response rates from these mailings because the consumer is getting information that is highly relevant to them.
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3 Tips for Creating a Top Producing Team
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Using Targeted Facebook Ads to Fill Your Pipeline (9/29)
Thursday, September 29, 2016 at 2:00 PM PDT What if you could predict when someone may be ready to buy or sell a home and target those people to fill your lead pipeline? With Facebook, you can! Join us to learn how you can leverage Facebook to create targeted ads to reach your ideal audience and generate leads. In this 30 minute webinar, you'll learn: How to use specific life events to target potential buyers and sellers Tips for capturing and converting a greater percentage of these online leads Register now!
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Creating Listings in Low Inventory Markets (9/28)
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3 Powerful Lead Generation Campaigns to Fill Your Pipeline With Prospects (9/22)
Thursday, September 22, 2016 at 9:00 AM PDT Many agents have the same burning question: "How do I market to my network without feeling like I'm bothering them or being too 'Market-y'?" The simple answer is to share information your network actually wants. We've got a powerful new campaign for your network that can fill your pipeline with red-hot leads and opportunity... without all the cold-calling! Here's some of what you'll learn with Thursday's training: 3 of our most powerful marketing campaigns to fill your pipeline with red-hot leads and opportunity! Don't be one of the agents blasting expired listings with sales calls ... We'll show you a special report you can use to offer value, build trust, and ultimately convince homeowners to work with you. We'll share the campaign, tools, and resources your network actually wants to get from you ... AND how to make calling your network painless! Facebook can be a powerful tool for lead generation ... IF you know how to harness Facebook's ad platform. We'll show you how to find buyer and seller leads with simple Just Listed campaigns on Facebook for just a few dollars a day! Got questions? We'll have a live Q&A session to help answer your most pressing questions Register now!
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What's the Real Value of Portal Marketing?
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Recruiting and Retaining Younger Agents: 6 Tips for Success
Agents are on the hunt for greener pastures, according to the NAR. A full third of Realtors started at a new brokerage in 2015--up a whopping 67 percent from the previous year. So why are agents moving? It may have something to do with changing Realtor demographics. Just a few years ago, much talk revolved around the dangers of agents "aging out" of the industry with few younger agents available to replace them. In fact, recruiting younger agents was brokers' top concern in 2013, according to that year's Thought Leader Survey from Imprev. However, the average age of Realtors has decreased every year since 2013 as younger agents enter the industry. The amount of Millennials getting their real estate licenses has likewise increased. But this is a generation notoriously known for "job hopping." So what can brokers do to recruit and retain this group of agents? Here are a few tips that can help: 1. Use effective lead management systems - 'Closing more deals' or 'getting better leads' often tops the list of reasons that agents switch brokerages. When recruiting agents, talk about the lead generation systems you use and how you help agents nurture and convert those leads. What methods do you use--social media advertising, retargeting, search portal marketing, etc.--and how easy are they for agents to leverage? Be ready to offer hard numbers on how many leads can agents expect per month from your systems. 2. Talk lead quality - Quality of leads is arguably more important than quantity. No agent wants to waste time on leads that are unlikely to convert. So in addition to talking about what systems you use, talk about why. If you, say, advertise on realtor.com® instead zillow.com, tell potential recruits it's because realtor.com® leads are significantly more likely to convert than leads from other portals, according to PAA Research.
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FSBO and Expired Listing Campaigns Proven to Get More Listings (9/15)
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Facebook Lead Generation for Agents and Offices (9/20)
Tuesday, September 20, 2016 at 12:00 PM PDT This overwhelmingly popular webinar repeated weekly for agents and offices is constantly updated with new tips and tricks learned along the way! Learn the 3 types of Facebook ads to generate SELLER leads and the landing pages that go with them. First 30 minutes is for all agents and offices! Last 30 minutes will include tips for agents with only a few or no listings on how to maximize Facebook advertising even MORE! Join us and learn how to drive your business to the next level. Register now!
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Are you tired of losing clients to the competition? (9/13 and 9/15)
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See SmartTargeting in Action (9/7)
Wednesday, Sept. 7, 2016 at 10:00 AM PDT Join our top Sales Manager Adam Long for a tour of SmartTargeting, the platform agents across the country use to increase their listings business. See first-hand how predictive analytics identify top seller prospects, and how targeted marketing campaigns help you engage and convert these homeowners when they are ready to sell. Register now!
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Facebook Lead Generation for Agents and Offices (9/6)
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6 Ways to Generate Leads Without Picking Up the Phone
Those of us in sales are constantly looking for ways to work smarter instead of harder. With new technology emerging daily and a strategic focus on inbound techniques, outbound efforts have the potential to be reduced significantly without compromising growth or revenue. Can you imagine only having hot leads? Making dials down a random list of cold prospects can often be a massive waste of time. Ask any sales manager what type of leads they would prefer their team work with, and they will say inbound every single time. Ask any real estate professional the types of leads they would prefer and they will tell you "referrals." The quality of a lead matters. Every minute in a salesperson's workday matters. Being mindful of where leads are coming from is the new form of smart outreach. With a strategic plan and a focus on relationships, inbound leads will be your entire dial list. Effective inbound marketing tactics create an influx of leads without requiring the outbound outreach that every salesperson dreads. We know what you're thinking. How can I grow my business without outbound efforts? Where do I turn for leads if not through cold calling? Below are a few techniques that are sure to land you or your team batches of hot, quality leads. Referrals Past sales and clients are your best referral sources. A referral is a hotter lead than any you could have prospected on your own. A current customer or past client has vouched for you. As your prospect walks through the door or picks up the phone, he or she already has higher level of trust for you simply because of their friend's relationship with you. Not maximizing potential referrals or allowing referrals to slip through the cracks is a mistake many sales professionals make. Staying top-of-mind with your current and past customers is essential for generating referrals. Providing great customer service and closing the sale professionally is usually not enough to maximize your referrals, either. You should learn to ask your prospects if they know anyone else who may be interested in your services. Actively seek out referrals, because someone who just closed on a home and is getting ready to move in doesn't quite have referrals on the brain. They may need a gentle push or reminder in that direction.
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7 Awesome Strategies to Get More Seller and Listing Leads (8/25)
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Building Your Brand by Engaging Your Community (8/30)
Tuesday, August 30, 2016 at 11:00 AM PDT Neighborhood farming has changed from the traditional ways of cold-calling and door knocking to the importance of community involvement. Consumers have changed, they are younger and it's more about soft sell techniques that build relationships. In this session, you will learn methods to open the door for potential listings and how to become the Realtor of choice in the community. This course will cover: Steps for building your brand. Is community involvement the new form of farming? Creating a plan for getting involved. How community involvement will get customers seeking you out. Community service ideas for building business longevity. Register now!
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A Better Way to Capture Seller Leads (8/23)
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Brokers Find Gem of Seller Lead Generation and Conversion
For many years, WAV Group has studied the effectiveness of broker websites. This research has included understanding where broker website traffic comes from, the effectiveness of listing syndication, the strategies of search engine optimization and marketing, lead conversion by lead source, and broker website rankings in their competitive market. Through this research and discovery process, we impart many best practices that brokers and their vendors can use to develop strategies and roadmaps for ongoing success. For the most part, the strategies have been around active listings for most brokers, but a few firms have long known that off market data can develop a trove of opportunity for firms. We began to notice the impact of off market data by studying online share of voice using comScore, Hitwise, and Nielsen. There are pretty significant differences between these companies in terms of methodology. For the most part, only Hitwise was able to detect regional broker websites. Nielsen and comScore do a very good job of covering the national audience, but they miss local websites that do not have enough traffic to be scored nationally. One thing that we recognized is that ZipRealty, Redfin, and sometimes Movoto performed very well against the national portals and with few exceptions; they were the top broker websites in the top demographic market areas (largest cities) of America. What do portals and brokerages like ZipRealty and Redfin do differently that allows them to be online marketing champions? Traffic to broker websites comes from a few discrete sources like typing in the URL, organic search results, paid search results, social media, listing syndication, etc. Generally, the more data you have on your website, the more landing pages you have for consumers to find information, and the more traffic you get.
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What Is Data-Driven Consumer Engagement and Why Does It Increase Click-through Rates 31%?
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Facebook Lead Generation for Agents and Offices (8/23)
Tuesday, August 23, 2016 at 12:00 PM PDT This overwhelmingly popular webinar repeated weekly for agents and offices is constantly updated with new tips and tricks learned along the way! Learn the 3 types of Facebook ads to generate SELLER leads and the landing pages that go with them. First 30 minutes is for all agents and offices! Last 30 minutes will include tips for agents with only a few or no listings on how to maximize Facebook advertising even MORE! Join us and learn how to drive your business to the next level. Register now!
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How to Use Snapchat to Connect with Millennial Buyers
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Facebook Lead Generation for Agents and Offices (8/9)
Tuesday, August 9, 2016 at 12:00 PM PDT This overwhelmingly popular webinar repeated weekly for agents and offices is constantly updated with new tips and tricks learned along the way! Learn the 3 types of Facebook ads to generate SELLER leads and the landing pages that go with them. First 30 minutes is for all agents and offices! Last 30 minutes will include tips for agents with only a few or no listings on how to maximize Facebook advertising even MORE! Join us and learn how to drive your business to the next level. Register now!
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Facebook Lead Generation for Agents and Offices (8/16)
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For Sale By Who? How to Convert FSBOs into Listings (8/3)
Wednesday, August 3, 2016 at 10:00 AM PDT It's a seller's market across the nation and many home owners feel like they can sell their home on their own to save on commissions. Join Power Hour to learn a proven approach to convert For Sale By Owners (FSBOs) into one of your listings. We'll show you how to use the tools in your system to create effective marketing materials, make a great first impression, and convince home owners that working with you is a much better option than trying to sell their home on their own. Join us to learn: A gentle approach that won't scare away owners How to create marketing materials to showcase your expertise What to include in your FSBO agreement Register now!
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Are you tired of losing clients to the competition? (8/2 and 8/4)
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Demystifying Facebook Advertising: How to Turn Ads Into Leads (8/2)
Tuesday, August 2, 2016 at 11:00 AM PDT Have you ever thought about running your own online ad campaign to generate leads for your own business? Complicated, right?! Once you dive in, it can be a little bit overwhelming. Google Adwords and Facebook advertising, if done correctly, can massively increase the volume of leads for your business. If done wrong, it can suck up your advertising budget and your time, with little to show for it! In this webinar, Shaun Nilsson, Co-Founder of CityBlast, and CityBlast Leads Expert Chris Hapke will show you how to create your own online ad programs, designed to drive more buyers and sellers directly toward your business. In this webinar you'll learn: How to set up a simple, yet powerful, Facebook Ad campaign How to decide what your ads say, and who to target for best results How to adjust your ads based on their performance to make them even better over time What essential tools you need in order to make sure your ads work What types of ads perform well and what consumers respond to most How to build lead- capture pages that convert interest into dollars How to follow up with a drip campaign to capture any leads that don't convert right away Q&A with the CityBlast Experts! Even if you're just a casual Facebook user, this webinar will really help you understand the how-to of online advertising. And as an added bonus, you'll receive a handy set of cheat sheets you can use to get underway even faster! Register now!
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Facebook Lead Generation for Agents and Offices (8/2)
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It's the Details That Get You More Leads in Real Estate
I have had a passion for helping businesses be successful online for 20 years. Over this time, I have learned one simple motto that gets more results than anything else: Pay attention to the details. I guarantee you heard this motto before from books, speakers, business coaches or other success people you look up to. It's nothing new, but something that takes continual commitment. Today I had another reminder of how important details are and how it's the details that unlock the potential of getting more leads from real estate websites. Before I get into today, I need to go back to last week. Last week, I had the team make various changes to our new real estate platform in an effort to increase conversions for showing requests and email requests from property detail pages. There really wasn't any new functionality added. Calls-to-action and forms were already in place for asking questions on a property and for performing a showing request on the property. The forms were already being used and conversions were taking place. By all accounts, anyone would probably be happy with the conversion. But... was it possible to get more conversions?
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