Converting More Internet Leads

Growing Your Pipeline and Converting Web Leads

John RobinsonManager, Partner Relations

Twitter - @RobinsonJohn

1. Buyer & Seller Trends

2. Profiling the Online Buyer & Seller

3. Growing Your Buyer & Seller Pipeline

4. Qualifying and Categorizing Online Leads

5. Communicating with Your New Prospects

Agenda

Buyer/Seller Trends

“50% of recent home buyers were first-time buyers with an average age of 30 years old.”

National Association of Realtors2010 Profile of Home Buyers and Sellers

Buyer/Seller Trends

“90% of home owners & home buyers start their search online.”

National Association of Realtors2010 Profile of Home Buyers and Sellers

The Internet and the Home Buyer- 37% of Buyers in 2010 Found Their Home Online -

2002 2003 2004 2005 2006 2007 2008 2009 20100

5

10

15

20

25

30

35

40

*NAR 2010 Profile of Home Buyers

Buyer/Seller Trends

The Home Buyer and the Realtor- Percentage of Buyers Using a Realtor Continues to Increase -

2002 2003 2004 2005 2006 2007 2008 200960

65

70

75

80

85

*NAR 2010 Profile of Home Buyers

Buyer/Seller Trends

Buyer/Seller Trends

The Internet and the Home Buyer- Action Taken as a Result of Internet Home Search -

*NAR 2010 Profile of Home Buyers

Toured Home - 45%Found Agent - 29%Drove By Home - 21%Other - 5%

29% of 2010 Buyers Found the Agent Used to Buy Their Home

1. Buyer & Seller Trends

2. Profiling the Online Buyer & Seller

3. Growing Your Buyer & Seller Pipeline

4. Qualifying and Categorizing Online Leads

5. Communicating with Your New Prospects

Agenda

Profiling the Online Consumer

Top 5 Things You Need to Know

5. Higher income $74,200 (avg.)

4. Avg. search time is 12 weeks

3. Biggest Need from Realtor: Help understanding the process

2. 64% interview only one agent

1. Time Sensitive*NAR 2010 Profile of Home Buyers

Profiling the Online Consumer

Web Sites Used in Home Search

*NAR 2010 Profile of Home Buyers

MLS

Listin

g Site

s

Broke

rage

Site

s

Agent

Site

s

Newsp

aper

Site

s

RE Mag

. Site

s

Faceb

ook

0

10

20

30

40

50

60

70

Profiling the Online Consumer

Explosion of Mobile Users

Zillow is Leading the Way

- 1st to Market RE Apps

- #1 Real Estate App - iPhone - iPad - Android - Msft Windows

- 25% of Weekend Traffic is Mobile Users

- 20,000 home-views/hr (6 per second)

- Feature Premier Agents on every property

1. Buyer & Seller Trends

2. Profiling the Online Buyer & Seller

3. Growing Your Buyer & Seller Pipeline

4. Qualifying and Categorizing Online Leads

5. Communicating with Your New Prospects

Agenda

Growing Your Pipeline

3 Steps to Success

1. Syndicate Your Listings

2. Optimize Your Website

3. Invest in Lead Generation Programs

Growing Your Pipeline

1. Syndicate Your Listings

+ 20 More Sites

• Agent Photo• Contact Info

• FB, Twitter, LI• Link To Website• Marketing Text

• Can Embed Links & Video

• Contributions Listed• Listing Showcased• Ratings – NEW!!!

Great SEO Capabilities

Listing Email

Address

Profile Email

Address

IMPORTANT!

Growing Your Pipeline

Listing agent: Always listed first if they’ve activated their account and provided a photo

Premier Agents: Up to two Premier Agents listed

Top Agents: Active agents with listings in the ZIP code who frequently contribute to discussions

Growing Your Pipeline

Growing Your Pipeline

2. Optimize Your Website

“A website is only as good as its ability to be found and used by consumers.”

Theme Formula:Real Estate Topic + Local Geographic Area = Great Theme!

Ben Kinney2008 Top 30 Under 30

WCAR Realtor of the Year

Growing Your Pipeline

Growing Your Pipeline

Growing Your Pipeline

Top 5 Contact Capture Form Techniques

Active Listing Search

Foreclosure/Short-Sale List

Property Value Analysis

Market Analysis Report

Registration Wall

Growing Your Pipeline

3. Investing in Lead Generation Programs

Zillow.comYour Website

Growing Your Pipeline

Growing Your Pipeline

Buyer’s Agent List

Growing Your Pipeline

Buyer’s Agent List

Connecting Zillow’s home buyers and sellers to an elite group of agents

Growing Your Pipeline: Mobile Ads

Growing Your Pipeline

Featured Listings

SearchImpressions

Re

gul

ar

Fe

atu

red

3.3 X Increase

Re

gul

ar

Fe

atu

red

5.7 X Increase

Email Contacts

Growing Your Pipeline

Showcase Ad

• Zip Code Targeted

• Customizable Message

• Link to Your Website

Testimonials

“I joined Premier Agent and within 3 days I received a call for a new listing. My website is getting more hits and I have had several new inquiries from buyers, as well as sellers. I would definitely recommend Premier Agent for someone looking to grow their business from internet shoppers”.  — Karen Nieto, Dove Realty (Puyallup, WA)

“My business has grown significantly since committing to my market area zip code! I receive leads weekly, that I never would’ve captured before, and I’ve closed four transactions in my first year with the program!” — Vera Koon, Realtor Waterman Team (Palm Bay, FL)

“Having worked in online marketing and lead buying in real estate for years, we find the Zillow platform to be undoubtedly the strongest online presence an agent will get. The exposure obtained online per the cost basis has the least expensive and best ROI I’ve found to date. Our real estate team has obtained five transactions and clients within our first 45 days of online presence.” — Joshua Higgins, Higgins Realty (San Diego, CA)

1. Buyer & Seller Trends

2. Profiling the Online Buyer & Seller

3. Growing Your Buyer & Seller Pipeline

4. Qualifying and Categorizing Online Leads

5. Communicating with Your New Prospects

Agenda

Qualifying & Categorizing Leads

Follow-Up StrategyLEAD

RESPONSE REFERRAL

INCUBATION BUCKET

FOLLOW-UP PLAN

1.

2. 3.

3.

4.

REASSESSMENT5.

Qualifying & Categorizing Leads

Qualifying Leads

ASK THE RIGHT QUESTIONS

- How long have you been looking for a home?

- Are you working with a Realtor already?

- Are you prequalified for a loan? (If so, how much?)

- How soon are you looking to purchase?

- What’s your biggest need and how can I help?

- When would be an appropriate time to follow-up?

- I have some great information on the current buyers/sellers market, would you like me to pass this along to you?

Your Goal…Determine the best course of action for further dialogue

Qualifying & Categorizing Leads

Categorizing Leads

BA

C D

• Looking to buy in 3-12 mos.

• Not prequalified

• Family or friend is Realtor

• Looking to buy in 4-6 weeks

• Prequalified (or close)

• Does not have a Realtor

• Looking to buy in 2-3 months

• Knows price-point but no financing yet

• Still interviewing Realtors

• Not sure when/if they’re looking to buy

• Not possible to secure financing

• Thinks a Realtor is overpaid

1. Buyer & Seller Trends

2. Profiling the Online Buyer & Seller

3. Growing Your Buyer & Seller Pipeline

4. Qualifying and Categorizing Online Leads

5. Communicating with Your New Prospects

Agenda

Communicating with Your Prospects

“Leave no lead left behind.”

Bob WinklerRE/MAX Preferred

Premier Agent - San Antonio

Communicating with Your Prospects

Always… • Add Value

• Act as a Resource

• And Conclude w/a Question

Reaching Zillow’s 9 Million Visitors Premier Agent Availability

Your market open?

Lets find out!

Questions?

johnr@zillow.com

(206) 515-8261

Reaching Zillow’s 9 Million Visitors Premier Agent Availability

75% 98101 = 8,000 Ad Views = $145.30/Month25% 98105 = 9,000 Ad Views = $232.90/Month100% 98125 = 27,000 Ad Views = $605.20/Month50% 98133 = 13,000 Ad Views = $142.80/Month25% 98144 = 6,000 Ad Views = $306/Month25% 98177 = 6,000 Ad Views = $147.9/Month