Real Estate Lead Capture Strategies that Really Work | Ballen Brands 2018

Real Estate Lead Capture Strategies that Really Work | Ballen Brands 2018


Now, here’s what I’ll tell you. To me, lead capture is easy. I don’t find that challenging at all. If we give people value, and we provide what
they want, they’ll register to get it. So, I don’t find that challenging. Where it gets a little sticky is in how you
get the registration, where it’s offered, when it’s offered, what the form looks like. What fields are on the form. Those are where things start getting very
interesting. So, let me know if you guys are on here for
the first time, too. I see a lot of new names that I don’t recognize. Curious if anybody’s on here for the first
time. For those of you that don’t know, I’m a real
estate agent in Las Vegas. I have a real estate business here. I actually don’t sell anymore myself. I have a license, but I don’t work with clients. I have not worked with a client since 2000,
18 years go. All I do is lead generate. So, that’s a really cool place to be, and
that’s where I like to live. That’s my favorite thing. I own three businesses, I have the real estate
business, I own a website development company for real estate agents, that’s called Ballen
Brands, and I own a weight loss coaching company. So, I shed 50 pounds this year myself, and
then got certified as a Ketogenic Lifestyle Coach. The reason I tell you this is because all
three of those require massive lead generation and constant attention on generating leads. And I spend all day, whenever I’m working
on these businesses, that’s what I’m doing is lead generating. So, I focus on lead capture. What I find is there are very common strategies
across all niches, it doesn’t matter where we are. These lead capture strategies, work across
channels, across industries, across verticals. However, I am going to show you a specific
real estate website because most of you are real estate agents. And if you’re not let me know that, too because
I always try to try to cater to whoever’s taken the time to be here with us. I would try to work on that, as well. So, on my screen here, you see I’m at my real
estate website. I have a couple actually. For Vegas, I have this one, this is a BREW. This is a WordPress website, and this is built
by my company at Ballen Brands. It’s SEO structured. I built this website to rank on the search
engines because that’s my specialty. Then we also have customized that for pay
per click marketing, which would include your Facebook marketing, Google marketing, or any
of your social channels. These are the things we do everyday. I’m reading your question there. Oh, your comment, John, that it’s harder in
Canada. Yeah, definitely talk to my team about how
we can help with that. BallenBrands.com. We have clients in your area actually. What I want to show you are a couple of things. What I want you to understand first is the
strategy, and then I’m going to show you the actual lead capture that I’ve chosen for a
couple of things. First thing you have to get in your head,
and you have to wake up. Before you start doing this. You have to ask yourself, who are my clients
or who are my ideal clients? Nobody asked themselves this question, and
it’s crazy to me. If I were to ask most real estate agents who
your client is, they’ll say like buyers or sellers because they really don’t have any
understanding of what age group are they? Are they young families? First Time home buyers, investors move up,
move down, are they out of town relocators, you know, they don’t really have a good understanding
of what their client base is, unless they’re working a really strong sphere of influence. Those people usually know, Avi, what’s not
true? I saw not true in there. I love a good challenge at 11:00 in the morning. Tell me what is not true. All right, I’ll watch for your answer. Maybe Avi’s in Canada, was that it? Oh, I know. He said, “I know my clients are.” I didn’t say all of you, I said most of you. Most real estate agents, I know because this
is what I do, and real estate agents are my clients. So, we talk a lot. If you have a great sphere of influence, you
usually know who your client base is, but a lot of people don’t. It’s really important. Ask Yourself, who are my clients? And then ask yourself, are they clients I
actually want? Is this the ideal client I want? If not, who is? Okay. Now that brings me to what I was saying. I have one website and then I have another. So, I started another one and here’s, let
me show you this one. This one I built very specifically for this
exact reason, I was talking to Mike, and I have one agent on my team, David, who’s really
absolutely fantastic, a real go-getter, loves to be in the field, loves that I lead generate
for him, and all he has to do is go by buy or sell, go work with clients because he’s
very social and wants to be out there working with clients, and I want to be here by myself
lead generating. So it works really well. Well, I was talking to him about his, where
he wants to go, and he mentioned luxury. He went and got his luxury certification,
and we’ve talked about a lot of that. Then, when we kind of looked at a luxury market
in Las Vegas, we were kind of eyeballing what fits into luxury and high rises kept coming
up. I did some pay per click marketing and some
Google organic marketing, we got some high rise buyers. David closed and it turns out they were three
times our average price range. I went, “Huh, well there’s something to this.” So, we got to talk, and I said, “Yeah, I think
one of our ideal niches is the high rise buyer.” I contacted my team over at Ballen Brands
and said, “Build me a high rise website.” By the way, when I say build me, I’ve designed
all of the functionality of the website, of what I wanted it to do, and they put it all
together, which is fantastic. I’m not sitting here messing with the nuts
and bolts of back end of WordPress all day long. My team does all of that. So, I think that — I was reading the questions,
sorry about that. You can kind of get the idea. Okay. So once you’ve figured that out, then you
start doing all your lead generation for that person. Now, once you’ve figured that out and said,
“Okay, my ideal client is the high rise buyer.” Now, you’ve got to kind of create an Avatar
of what does that buyer or seller. By the way, I do a lot. All of my sellers come from the web or from
real estate agent referrals through Facebook, real estate agent referrals, Google, organic
paid, that type of thing. So, you say, “What does that client look like?” We got to looking at the high rise buyer,
and we have a lot of out of town people buying high rises, and that’s really popular for
Vegas. In general, people come from out of town. We have a lot of investors, a lot of these
people own multiple properties in multiple places, and they have some very common needs
and problems and questions. So, when I’m looking at what kind of value
am I going to provide for somebody who is looking at high rises, we’re going to cover
a lot of the financials. A lot of the investments or a lot of the financials
around renting that property back out, how that works, which condos allow for that, which
one’s, high rise units, don’t. We can do that by offering a free report or
a free market report around a specific high rise unit or around that zip code or around
that area. Garrett, I think you’re the only one hearing
music. Is anybody else hearing music? I don’t think. I think that’s just you buddy. I don’t know, but unless anybody else says
something to me here, you’re the only one I see saying that. And if you’re hearing music, maybe there’s
angels in the room trying to talk to you. What kind of music? Is it a good music? Let’s take a look at how we capture leads
for real estate. That personally for my business, generate
a large amount of our business. One of these, for sellers, raise your hand
if you’re interested in sellers. Oh, Garrett says it’s country music, yes,
not me, unless I’m on a dance floor. There’s no country music playing in my house. Sorry to my only country music fans. I don’t dislike it. I just not usually what I play at home. So, let’s talk sellers, right? Okay. Everybody’s like, yes, yes, yes. All right. So, here’s what I’ll do. I’ll show you the inside secret here. I really don’t have any secrets. I give everything away, right? Anybody who knows me knows I tell everything. So, what we do is I write a blog that is catered
to the client I’m trying to reach. Okay? So in my case, when I think sellers, general
sellers, I’m thinking, “What do sellers want to know?” Well, I didn’t have to guess, and I’m not
going to show you how I did all this today cause that’s another Webinar. I didn’t have to guess. I actually went in all my SEO software, and
I pulled up all the seller keywords that exist that are ranked by Google in any capacity
or the other search engines. I found everything that people Google. I do that through my SEO software. You can also do that by searching Quora for
questions. There’s another site called answerthepublic.com. That’s really cool where you can see a bunch
of people’s questions. My SEO software is a little more advanced
and gives me cost per click, and how many people are searching it, and the competition
level. So. the one thing that kept coming up over
and over and over again was closing costs. How much is it going to cost me to sell my
home. See, everybody thinks, oh, I just need a market
for the keyword home value estimator or home value estimate or instant home value or what’s
my home worth? That’s really not the case. What you do is you rank or you run ads or
you run social ads around how much somebody is actually going to get when they sell their
house. So, their question is how much does the real
estate agent cost me? What can be negotiated? Does the seller pay concessions? Always pay concessions. How does that work in Nevada? If they’ve never sold a house before, they’re
really Googling all this stuff. Okay, so I sat down, and I wrote a blog. Let’s Google it here. Closing Costs When Selling. I can’t remember exactly what. I’ll just type in anything in closing costs
when selling a house Las Vegas. Okay, and here’s the paid ads. That’s a paid ad. That’s a paid ad. That’s a paid ad. That’s a paid ad. That’s a paid ad. And there’s me organically, typically ranking
number one, at least in my area, even in an incognito window or a computer I’ve never
used. Generally in the top few for most areas that
would be searching to sell a house here, okay? Sometimes just in general, ranking high for
other states. I get a home value request for all over the
nation. All right? So, what I do is sit down, and I write a blog
post that caters to that person. Let me click on this and show you, Then I’m asking myself what kind of value
can I provide to this person that they would register for? Right? Because what we want to do, and people hate
the word capture, but that’s what it is. It’s lead capture, you’re not capturing the
person you’re capturing information, and what can I offer them that they’re going to be
willing to register for. I make my blogs very value focused. I’ve got video for them. I’ve got everything put together in a very
easy to read, mobile, responsive, clean, easy on the eyes, lots of spacing. I’m really creating a great piece that they’re
going to read. But you’ll notice right up top. Who knows what this is called when you have
a button up here like this? I don’t want to say the word. I almost said the word, almost gave away the
answer. What’s that called? Yeah. Eric. Yes. Reed. Yes. Is it Makita? Well, if I said that right? Yes. Andrew. Oh my gosh. You guys are so smart. Yes, it is a call to action. A call to action. Brett, you did just see a calculator on that
page, but it’s just a graphic. I actually have a calculator that functions,
and I’m not sure why it’s not on there because my developer built it for me. Now that I’m thinking about it, I do have
a closing cost calculator that functions. Paul says it’s called a blue rectangle. Yes. Paul, five stars. You are absolutely correct. Call to action. Yeah. Some people call that clickbait, the call
to actions. What I was looking for that is a call to action. Okay. So, what’s important is that our call to action
is being offered to the right audience, the right offer, the right call to action to the
right audience. So, all of those things are key. Before you figure out what form am I going
to use, what needs to be on the forms, what colors should I use for my button? Those three things really have to be tight
and that is one of my specialties, figuring out who’s the niche, who’s the audience, what
is that niche your audience want, and what kind of value can I give to them that they’re
going to register? And then after that, obviously we’ve got a
killer system at my company we built through Infusionsoft where we have text and auto dialers,
and all of these messages prebuilt that have been tested and measured that fire to that
buyer or seller that get them to respond to us. Okay? We call that autopilot ISA. So, that’s a conversion piece that comes in
after the fact. So, let’s take a look. Don’t everybody click on this and fill this
out please. I’m going to show you how to get a sample
of how this works. If I Click on this, what’s your house worth? Get an instant home value based on your property
address. This page is actually formulated, it’s on
our BREW from Ballen Brands, but this here is an embedded landing page provided through
something we pay for called Listings to Leads. I’m going to give you the link to this right
now so that you can go on, set up your free trial, and try out how this works. What you do is, you go to ListingstoLeads.com/ballen,
that is my link. I do receive a benefit for you signing up. I always like to disclose that. You receive an extended free trial when you
sign up for this. So they gave us a farther trial. Everybody go to sign up for this. If you don’t have it, do the trial so that
you can see all these landing pages work. There’s more than just this home page. But guys, if I get a listing online, it’s
coming through here. I’m telling you, it’s incredible, but it has
to be done in… you know, everything I do supports everything else that I do. There’s not one thing that’s a magic answer. There’s not one thing that I would say, this
is the reason everything works. It’s not just because I rank high on the search
engine, it’s not just because I’m running a paper click ad or just because I nailed
a Facebook ad or just because of a landing page. It all works together, right? All of you guys that are my clients know that
we provide all the resources to teach you how to do this because it really is important
that you kind of get this whole marketing, all the marketing funnels working together
so that they’re super, super powerful. The question somebody just asked me is, “Do
I like this more than lead pages?” I do use this more than lead pages for real
estate. Yes. I liked the way it integrates. I liked the way the landing pages are already
done. I was finding lead pages was slowing down
my website. It didn’t embed the way Listings to Leads
does. You use a plugin and then it would give you
a special url so it would be part of your domain, but every time they would hit it,
it would slow it down. I don’t know if things have changed. My marketing director, Sabrina, for all three
of my companies, she loves lead pages and she uses it for certain things and I use it. Here’s an example of Lead Pages for those
that are going, what is Lead Pages? I’m just going to have to give you a non real
estate example because that’s what I have in front of me. This is a lead pages that I built on Sunday. I did this on Sunday. It’s for my coaching program, but it’s beautiful. It’s clean. Why did I choose lead pages for this one? Because I wanted a certain kind of template
and so I went for this where our Listings to Leads is all real estate related, 100 percent
specifically real estate related, and it integrates with the BREW. So I think there’s a time that you might use
Lead Pages and there’s a time that you might use that you would use Listings to Leads,
but let me tell you, this Listings to Leads, they have open house flyers and Facebook ad
landing pages, and your listings funnel in here automatically, and you can blog using
their platforms. It’s incredible, ivr and texts and all kinds
of cool things. So, definitely check that out. It’s different. They do different things. Does that make sense? The other question is, “Could you cover Clicky?” I’m not able to cover that today, but you
can send a message to my team — [email protected] and they can shoot you back a Clicky video
that I’m sure we’ve done to help you figure out what it is you can’t get. Get work in there. If you’re a client of mine and you have a
BREW, definitely reach out to my team if you’re looking for how to use Clicky. Because we’ve only got a limited amount of
time today, but I appreciate that. John says, “I love Listings to Leads.” Brett says, “I love Listings to Leads.” All right, good. Andrew says, “We love Listings to Leads for
both lead capture and marketing.” Yep. Me Too. Me Too. They fill out my home value estimator, and
they get an instant home evaluation. Yes. It’s powered by Zillow. Boo. Oh, well, I got over that a long time ago. It’s free. I mean, I’m not paying Zillow anything. It’s all done through Listings to Leads, but
what I do have is an immediate email that goes out to them and telling them why this
home value estimator is not as good as having a real estate agent talk to them. I also have a text that goes to them immediately
through my Autopilot ISA campaign that says, “Are you interested in selling?” And then it follows up with text after that,
and this is how we get our listings. I think we had four that just closed. Maybe it’s three that closed, and one is still
in escrow. All that came from this exact thing. They Googled, “How much is going to cost to
sell my home.” Or they Googled, “What are closing costs?” Or they Googled, “What’s the real estate agent’s
commission?” They found my blog. They filled out the instant home valuation
request and yes, my systems track every piece of this. I can see what page they came in on. I can see what pages they visited after that. I can see where they registered, I can see
where they exited, so we have all of our data and check, which gives us the ability to scale,
gives us the ability to teach better because we know what works. We can see what works. Great questions, Shirley, love that question. She said, “Are all the fields required?” Exactly why you’re here. Good question. Yes. I made them required, and you do have the
option to choose that. Here’s what you have to know. If you only ask for an address and an email,
you’re gonna get way more registrations. Your registrations will go through the roof. I can’t remember what it was. I got like 2000 home valuation ads off of
a very small ad budget spend when I was first starting with Listings to Leads because I
didn’t require all the fields. I only ask for their address and an email,
but those are so much harder to… You have to spin them through and try to dig
up the phone numbers and all that. Most of our listings that actually come from
this are responding to our text, not our emails. So, there really is a reason to have that
phone number with texts being such a big part of conversion today. If you’re not using text yet, really start
thinking about it because for me it’s, it’s absolutely a game changer. Yeah, that’s an excellent question. I’m asked, “What is your experience with markets
$500,000 to over $2 million?” No, completely different strategies that I
will be really honest in saying that most of our listings that come in off the Internet
are more of the bread and butter range, which is my favorite personally. I live in the bread and butter range, which
bread and butter range just means whatever the average price ranges at the time. So in Vegas, our average pricing right now
is like three something and that’s going to be our average listings that comes in off
of here. I have not spent a lot of time marketing specifically
for luxury buyers and sellers ourselves. And in my experience, the more higher end
they are, the more they’re going to a person rather than the Internet to find an agent. So don’t know if anybody else here has any
other experience on that, but for me this is pretty much your bread and butter kind
of marketing right here. We’re going to do get your average price ranges. So yes, I require address, name, email, and
phone number everywhere that it’s allowed to be required. Now here’s the caveat, and I can’t tell you
100 percent today for sure without looking. We also allow for Facebook and Google logins. Okay, so it looks something like this. Let me show you this on the IDX Side. I wanted to show you this anyway. We’re on my website. This is the strongest lead capture for buyers,
is either to give a free list or free report, something like that with a simple lead capture
page. It generates a bunch of people downloading
your free stuff. That’s a great thing. Home buyer’s kit, first time home buyer’s
kit, 10 ways to raise your credit. I mean I got a ton of them. Those are all still very popular, and they
do really well on social media, by the way, more than they would on pay per click Google,
but those are great for social media clickbait as somebody called it. My favorite one though is when they register
for properties, because I know I’ve got a potential buyer. They still may be way early in the game. They could still be two years out. They still may be Lookie Lous but I know they’re
looking at properties, and I’ve got great campaigns for those, so here’s what I do. They come in, and they look at a property,
they click on the house. Now, I’ve tested this, guy’s — upward, backward,
forward, upside down, inside out. My team and I, Jeff and I especially, have
gone through here and tested what people will register for and what they won’t register
for. Principal Flyers, like a joke that doesn’t
even need to be on there anymore. Things have changed so much, haven’t they? They will bounce off, well their going to
bounce off anyway. You’re only going to get probably up to about
a 10 percent capture rate, but your averages are probably going to be more like three to
seven depending on where you’re getting your registration and what IDX you’re using, and
that type of thing. So, you’re still going to have a 90 percent
bounce rate regardless for those of you that are more technical and understand that, understand
that terminology. And so what happens is, you want to make sure
you’re getting the highest capture rate you possibly can. I tested if they would register for the search
results, I tested, if they would register for the maps, guess what they registered for? You guys that are my clients already know
this, especially since we have so many of you that are BREW clients. I see your names on here already. So what is it that you guys do? Do you know what they’ll register for? Mckayla. You nailed it. Yep. Can you guys see each other’s answers on here? That’d be really easy just to copy everybody,
wouldn’t it? I actually don’t know if you can see the chat. Okay, everybody said no, thank you. Avi and Mckayla, it’s photos. It’s photos. So today in 2018, what everybody thinks is
valuable is photos of the property. And believe me, have I tested that? So what I do is when they click on view photo
gallery, they’re looking at the first one, I’m letting them look at it for free. Right now I’m kind of playing with where to
force. It’s still first property, second property,
third property. We’ve got a lot of tests happening right now. I’m kind of testing something right now where
I say I’m okay with a little bit less leads if they’re higher quality leads or we’re letting
them look a little bit farther than we were. I think it’s forced onto properties. Let me see if I can get this to pop up. Let’s do a couple of them so I can get the
registration in there and let this one look at photo gallery up. There it is. Okay. So right now I’m letting them look at one
property and then they have to register. But you see this Facebook and Google, this
is where it gets very interesting. This is growing. We’re going to see this more and more and
more that people are signing in through their other channels because they don’t want to
have to fill out forms and this makes it quick and easy. They can click a button. We’re getting a lot of these, and we’re getting
these leads that are coming in with still a phone number. If I were to click here and Facebook has changed,
you know there’s a lot of things that are changing. If I were to click right here, select an account,
please select a provider, and I’m going to say I’ll go ahead and register with Facebook. I’ve already registered. So it’s logging me in automatically. Then it’ll ask them for information. You can still, wherever you can require a
phone number, require a phone number, but if they are logging in through a certain social
channel that doesn’t have that ability to require a phone number, you’ll get some that
just have the emails and whatnot, but you can choose like I use IDX Broker. IDX Broker is my favorite IDX provider for
a million reasons. The main one originally was because it gives
me the IP address, and I’m able to track where that lead came from. To me that’s the most important thing I could
possibly know. Meaning, did they come from Google organic? Did they come from a pay per click ad? Did they come from Facebook? Did they come from a Facebook ad? Did they come from my Facebook business page
or my personal page? I need to know all that information so that
I can scale and track and you know. So for me that’s a deal breaker. If the IDX does not provide an IP address,
I’m not using it. I need to have it, and Listings to Leads does
as well, by the way. So then my systems or my people can look up
where that lead came from, we track it, we store it, and now when that turns into a sale,
we can assign a certain ROI dollar to our activities and it’s really important. Also, I chose IDX Broker because of the customization
abilities and the way I can change all the templates and the colors and the lead generation
options. So I could change this registration settings
to say register at first land, register the photo gallery, register at an advanced search,
register at a map search, register after… I mean there’s so many options, but I’ve tested
it. And this is the one. This is the one for me. So can you believe we’re out of time? It is 11:30. I am one of those people that believes in
value of your time. I started on time, and I end on time. So, I look forward to getting to know more
of you in the future. If you’re looking for real estate website,
reach out to ballenbrands.com. If any of you guys are with Keller Williams,
I will be representing Lori Ballen team for Keller Williams at Mega camp in a few weeks. Just booked my flight this morning. So reach out, let’s connect and say, “Hey.” High five to you guys that are doing this
at a high level and high fives to all of you beginners that are just learning it because
you’re here. And that’s what matters. And I appreciate all of you very much being
here. And I will talk to you guys on the next call.

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