!"#$%&'(!") +%'$ %,,-$ )-"-$.#!%" /0.+1%%2 Face it, in today’s real estate market there are a ton of resources available to drive more leads — plenty of articles arti cles on social media, SEO and working your sphere for new prospects. And with national portals like Zillow, Trulia and Realtor.com providing leads on demand to agents willing to pay for them, nding more leads is the easy part. The hard part is determining which leads to focus on rst, which leads have the most value and which leads are active and ready to start the home buying process. How do you maximize the time spent with your most valuable leads to generate more oers, faster? The Oer Generation Playboo Playbook k is designed to address this gap in the agent sales funnel. You’ll learn to identify, nurture and close the highest value leads in your pipeline: Oer-Ready buyers.
This Playbook is broken down into three parts, each with a specic goal to make you more productive, productiv e, so you can close more home sales in less time and make more money in the process.
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Acce ss to a high volum Access volume e of lead leads s alone al one does not make a good g ood real estate agent, or a prosperous business. By focusing on Offer Generation, you can dramatically increase the return on investment (ROI) on the leads you generate. By shifting your focus from lead generation to Offer Generation, you take control of the pace and progress of the home buying lifecycle to drive more offers and transactions.
34.# 34. # +%'500 0- .$" !" /.$# 6 Oer Generation vs. Lead Generation Which Tools to Include in Your Oer Gen Toolbox How to Prioritize Oer Generation Activities
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Many agents spend hard-earned hard-earne d dollars paying for leads, yet make the mistake of not optimizing their website for Oer Generation. When someone visits visit s your site and can’t nd what they’re looking for, they head right back to the national portals, where they will have other agents and ads vying for their attention. Optimizing for Oer Generation means giving up on tactics (like creating low value content for search engines) that don’t lead to more oers.
34.# 34. # +%'500 0- .$" !" /.$# : Build Your Oer Generation Funnel How to Optimize Your Website for Oer Generation Advanced Advan ced Tech Tech Tips to to Shorten the Oer Cycle Cycle Position the Buyer Consultation to Drive More Oers
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Once you’ve made it easy for buyers to nd what they need on your website and set them up for success with the buyer consultation, it’s time to move active buyers to the oer stage eciently. Taking active buyers from Agent-Ready status to the closing table requires nesse. In this section of the Playbook, we’ll share the knowledge and tools top producing agents use to convert Agent Agent-Ready -Ready buyers buyers into commission-generating home owners.
34.# 34. # +%'500 0- .$" !" /.$# ; Use Signals to Identify Oer-Ready Buyers Leverage Search Insights to Drive More Oers Practice Oer Oriented Communication Prioritize and Wow Oer-Ready Buyers Avoid Av oid Common Oer Oer Generation Pitfalls
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• Oer Generation vs. Lead Generation
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• The Oer Generation Proclamation
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• Your Oer Generation Toolbox
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• The Oer Generation Funnel
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• First Impressions: How Your Digital Presence Sets the Stage for Action
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• The 5 Minute Initial Response Goal
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• Home Search Tech Tips to Accelerate Oer Generation
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• Structure Your Buyer Consultation to Generate More Oers Faster
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Identify y Oer-Ready Buyers • Use These Signals to Identif
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• Oer Oriented Communication
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Opportunity y • Turn Search Insights into Opportunit
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• 6 Ways to Wow Your Oer-Ready Buyers
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• Keeping Up With Oer-Ready Home Buyers
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• 3 Common Pitfalls to Avoid
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Why top producing agents are shifting shif ting their focus from lead generation generation to to Oer Oer Generation.
%,,-$ )-"-$.#!%" <8 0-.& )-"-$.#!%" You can easily get swept up into spending hours on lead generation — reading the latest in search engine marketing (SEM) tactics and social media advice from ‘gurus’ without seeing measurable returns. Oer Generation is the key to success with active buyers. The truth is that most leads never turn into commissions. Rather than spending time and mo ney generating more leads, why not invest your resources identifying and wowing Oer-Ready clients who are ready to buy now. By delivering an exceptional buyer experience, prioritizing new leads and working closely with clients during the home buying process, you will increase the velocity at which new oers are generated and homes are sold. This is Oer Generation. Here’s the typical home buyer timeline from the lead state to the home owner state:
OFFER GENER ATION
Agent-Ready to Offer-Ready 7 Weeks
LEAD GENERATION
TRANSACTION MANAGEMENT
Search-Ready to Agent-Ready 3 Weeks
Oer-Ready to Move In-Ready 4 Weeks
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Noun | Oer Gen, OG
A process to systematically and scalably convert client leads into transaction oers. Leslie, you should focus on your Oer Gen, you’ll get more out of your marketing! Source: National Association of Realtors, 2014 Prole of Home Buyers and Sellers
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!""#$ &#'#$()*!' +$!,-(.()*!' We believe that agents, through their local expertise, extensive network and personalized process management, bring immense value to consumers in achieving their real estate goals, and are essential to the future of the real estate industry. We believe, however, that consumers are dissatisfied with disjointed and antiquated technology experiences provided by agents, hurting lead conversion rates. We believe conversion rates can be improved through technology experiences that cater to individual preferences and personalities of a consumer. We believe that agents are an absolutely irreplaceable part of t hese experiences. We believe that improving lead conversion rates is the most neglected, yet highest leverage investment in growing agent and broker businesses. We believe, therefore, that agents, brokers and the industry should focus more of their attention, technology and resources on lead conversion instead of lead ge neration. We believe, with this foc us, the future for real estate agents is incredibly bright. …given these truths…
RealScout, on April 15, 2015, issues the Offer Generation Proclamation. Offer Generation, in contrast to lead generation, is the process of acquiring transaction offers by systematically and scalably converting leads. At RealScout, we commit to growing agents’ businesses by empowering them through Offer Generation. We commit to reimagine the consumer real estate experience, and build a platform that both consumers and agents find valuable and delightful. We commit to always benefit agents, and never to harm. We commit to pull the real estate industry forward w ith unbridled enthusiasm and integrity.
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__________________________ CEO - RealScout
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4%3 #% 3!" %<-$ .)-"#9$-.&+ 1'+-$8 Lay the foundation for Oer Generation by winning (and keeping) more Agent-Ready buyers.
Once these buyers feel they have enough information about the process, market, properties and their preferences, they are nally ready to contact you. These leads are Agent-Ready buyers. It’s important to remember that most Agent-Ready buyers have already invested weeks worth of time in the home search before they even contact you. Before reaching out to you, most Agent-Ready buyers have:
• Researched neighborhoods and homes on national portals • Considered home size, budget and neighborhoods • Become familiar with well-designed search on web and mobile • Researched the home buying process and lending options • Reviewed your website and those of other local agents • Asked their friends and colleagues for referrals When Agent-Ready buyers contact you, assume they’re ready to go. Keep the momentum going with concrete next steps and a streamlined process that builds condence for the road ahead.
34+ .)-"#8 8#$'))0- #% (%"<-$# .)-"#9 $-.&+ 0-.&8 !"#% %,,-$9$-.&+ (0!-"#8B If active buyers contact agents when they’re ready to go, why do so many agents have trouble converting these buyers into closed sales? The answer is prioritization and expectation. Agentready buyers are chomping at the bit and ready to go. They want an agent who is responsive, proactive and attuned to their needs. Unfortunately for agents, it can be hard to identify Agent-Ready buyers right o the bat, leading to either a poor communication approach, lack of follow up or a misalignment of eort toward winning over these high value prospects. Agents consistently complain about the quality of Internet leads. In fact, most agents don’t even bother responding to the Internet leads they receive. Of the agents who do respond, many report that about 1-3% of the leads that do come in are ready to transact. - Bernice Ross, CEO of RealEstateCoach.com
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Respond Quickly. If you’re not responding to leads immediately, that lead is most likely gone. Active buyers aren’t waiting around. They’re looking for help, and they will likely go with one of the first agents they talk to. Be lightning fast on your response.
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Stay in Touch. Most buyers need a few months before they’re ready to transact. Use a system that keeps leads engaged and keep you top of mind.
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Prioritize. Agents are inundated with leads from various sources. Prioritize leads to focus on high-value active buyers.
34.# .)-"#9$-.&+ 1'+-$8 .$- ->/-(#!") Instead of trying to address all visitors, focus the experience to generate more oers.
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6B /%3-$,'0 4%@- 8-.$(4 #-(4"%0%)+ #4.# !8 .((-88!10- -<-$+34-$-C When Agent-Ready buyers land on your website, you can guarantee that those buyers are expecting the same type of robust search experience they’re used to on the portals - if not better! Lifestyle search, map view and the ability to sav e and compare listings are just the beginning. If your home search leaves active buyers wanting more, they’ll move back to the portals or to another agent’s site to nd the homes they’re looking for.
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34.#58 !@/%$#."# .1%'# NNNNNN #% +%'A This is a technique that sales professionals in all types of industries have used for generations to get to the root of what their clients are trying to accomplish. It’s based on the principle that if you ask “What’s important about ______?” enough, you’ll get a clear understanding of what it will take for these clients to feel comfortable making an oer and their timeline for doing so. If your buyers say they want to live in a certain neighborhood, dig deeper by probing each answer with clarifying questions... You:
What’s important about living in that neighborhood to you?
John: Because we need to be close to our mother-in-law. You:
What’s important about being closer to your mother-in-law to you?
Mary: Because when we have kids, she’ll be watching them during the week. You:
What’s important to you about having someone watch your kids during the week?
Mary: We both plan on continuing with our careers after the baby arrives. When you’ve reached a natural stopping point in this dialogue, you’ll be in the best position to oer professional advice. You’ll know the client’s motivations and you’ll be able to recommend an action plan to fulll their ultimate goal. In the above example, you’ve learned that your clients are planning on having kids, and that the mother-in-law will be an important supporter, helping both of them fulll their professional aspirations. Maybe now you’ll focus their home search in a great school district, looking for properties that include a mother-in-law suite, a park around the corner and are close to the business corridor. Getting to the bottom of what is important to your clients can provide opportunities to make your expertise shine.
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• Why are you looking to buy a home now? What type of home are you looking for? • What is important to you about location? • How important is a large backyard and outdoor entertaining? • Are you looking for a home that is move-in ready? Are you open to remodeling? • What types of features are important to you? • What is your price range? Have you been pre-approved? • What are your top 3 priorities when searching for a home? • How soon would you like to be in your new home? • Do you see any obstacles that would prevent you from moving forward with an oer
if we nd the right home today?
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Ask your buyers to take the time to write down their top ve priorities. If you’re meeting with a couple, ask them to write down their priorities separately – this can reveal whether or not their priorities are aligned. If they are not aligned, this is the opportunity to address what is truly a priority to them as a couple and what compromises will be made. More importantly, however, asking your buyers to write down their priorities gives them ownership over the experience.
You’ll also be able to reference these priorities to drive towards an oer making decision. For example: “Mary and John, we’ve found a home that meets all of your top priorities. Tell me, are you ready to make an oer on this home?” This simple step can keep your buyers focused throughout the process. Lock in top home priorities to keep your buyers focused throughout the search process. #OerGen !6##! !"*3
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• Have each buyer write and share with you their top priorities independently of their
spouse, roommate or partner. • Save these lists for use in the home search and closing process to identify potential
homes and reinforce decision making.
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,.M 9 %,,-$ ) -"-$ .#!%" 3.!#Q 34.#58 %,,-$ )-"A Oer gen is about focusing your time and resources to generating oers (not leads) by eectively guiding home buyers through the home search process. It’s an extremely eective way to grow your business while providing the best possible experience to your clients.
8%Q !8"5# #4!8 #4- 8.@- .8 0-.& )-"A Good question! Lead Gen is about paying for prospects that might be inte rested working with you. Oer Gen is about making sure that these prospects turn into clients, and that clients are writing oers. It’s a much more direct way to increase your commissions.
3-00Q 8.@- .8 0-.& (%"<-$8!%" #4-"A Lead conversion is an impor tant component of Oer Gen, but it’s not the whole story. Eective oer gen will not only increase your lead conversion, but it will also 1) accelerate your home buying cycle so you can work with more clients, 2) reduce the eort and investment you need per client and 3) increase client satisfaction.
!5@ #%% 1'8+ ,%$ #4!8Q 34+ 84%'0& ! (.$-A Do you have a marketing budget? Spend weekends at open houses or farming leads? The time and money you spend on these activities might be going to waste if you don’t have a strong oer generation strategy. Good news is, improving your oer gen will improve return on all of your marketing investments in one go.
!8 $-.08(%'# #4- %"0+ %,,-$ )-" (%@/."+ %'# #4-$-A Nope. Many companies are following RealScout’s lead in raising their hand as an Oer Gen focused company. RealScout is the rst and most powerful Oer Gen product, but you can check out other oer gen companies in our Oer Generation Tool Box.
%2 ,!"-Q 4%3 &% ! )-# 8#.$#-& 3!#4 %,,-$ )-"A Start by 1) being responsive to prospects, 2) adding personalized value during the home search process and 3) providing a robust framework to organize your client’s workow. Our Oer Generation Playbook will walk you through how to set this up.
+-.4Q #4.#58 )$-.#Q ! )'-88Q 1'# !8"5# #4-$- . ,.8#-$ 3.+A If oer generation is a priority for you, the RealScout platform can easily provide the solutions you need to have a world-class oer gen strategy. You’ll increase your marketing ROI and have plenty to reinvest in your business, or nally take that trip to Madagascar.
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!" (0%8!") 84!,#!") %'$ ,%('8 Offer Generation is about proactively managing the pace and progress of a client’s home buying experience. Focusing on Offer Generation instead of lead generation helps you win Agent-Ready buyers and convert them quickly to Offer-Ready status. You now know how to: 1. 2. 3. 4. 5.
Identify and prioritize Offer-Ready buyers Tap into exclusive data and powerful offer generation tools Position the buyer consultation to drive more offers Accelerate offers using search insights Shorten the offer generation lifecycle
All of these strategies create a wow experience for your clients and generate more offers, faster! It’s time to leverage these skills to dramatically increase lead generation’s return on investment (ROI). Even a slight increase in conversion can lead to thousands of dollars in economic gain for you. Ultimately, the industry’s shift towards Offer Generation will extend far beyond marketing ROI. It gives consumers a smoother, more personalized experience. It also gives agents the ability to drive more offers, transactions, referrals and repeat business – all of which make for faster and greater business growth.
R%!" #4- @%<-@-"# Join us in ushering in the new era of residential real estate where strained communication and archaic technology are things of the past. Together let’s transform the businesses of 1.2+ million real estate agents for the better and empower individuals and families to realize their dream of a happy home.
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