I’m back with another lead generation article because I know you want to grow your business and lead generation is essential if you want to get there.
Today, I’m going to go over a quick lead generation strategy that utilizes one of my favorite tools: Market Snapshot.
If you haven’t seen what a Market Snapshot report looks like check out this sample quickly before reading on.
Okay. So now you know what the Market Snapshot report looks like.
It includes community and school information, market trend analysis, and new listing, price change and sold prices from your local MLS.
It’s great value for your prospect because the Market Snapshot provides information they cannot find with a Google search – accurate, non-estimated MLS listing and sold information – and it delivers it right to their inbox automatically.
Market Snapshot is a creative marketer’s toy and lazy marketer’s dream.
A lazy marketer can send a Market Snapshot report to their prospect in less than one minute; the prospect will receive beautiful, highly branded, up-to-the-minute, interactive market reports every two weeks…forever.
That’s a great use of one minute of your time!
Just last week I was speaking with one of my clients who has been purchasing online leads from Zillow and Trulia. Many top agents purchase online leads religiously and swear by them, but purchasing leads does require some investment so you’ve got to optimize your conversion.
This agent always send Market Snapshots to his leads, however in this case he admitted he did a terrible job following up with them because he had been so busy at the start of the year with multiple weddings and a family holiday to Florence. Amazing city, by the way.
In fact, he hadn’t even called or emailed the leads at all…Not even once!
Since he had been so busy with the rest of his life he was surprised when he received not one, but two calls from prospects wanting to list with him in the same week.
There was something different about these two listings. He had no idea who they were!
After each call he had to turn his database upside down to find out where they came from. It turns out they were Zillow and Trulia leads that had each been receiving the bi-weekly Market Snapshot for 6 months and 8 months, respectively.
So yes. I like the Market Snapshot. I think it’s a great tool that easily pays for itself. But I’m not here to teach you how to be lazy and luck your way into success.
Here’s a creative, simple, 4-step Market Snapshot lead generation strategy:
Step 1: Create a custom Market Snapshot landing page
If you haven’t yet, get started with Market Snapshot. It comes with a risk-free, 30 day trial.
Once you’re set up, create a free Market Snapshot landing page.
This will allow you to capture leads in a few creative ways, a few of which I’ll be covering in this article.
There are a number of elegant squeeze page designs to choose from. If you’re not familiar with the term squeeze page, it’s a simple landing page created to solicit opt-in email addresses from prospective subscribers.
The Market Snapshot landing pages all have the same basic goal: to inspire your prospect to fill in a few boxes. They receive the free Market Snapshot; you receive their contact information.
You can go one step further and purchase a domain like www.HomeValuesInVancouver.com for your landing page. It’s more memorable and may even generate some organic visitors from search engines when prospects search those exact keywords.
Step 2: Add a custom Market Snapshot link to your email signature
Once you’ve created your landing page you’ll want to start driving traffic to it so you can generate new leads! One simple way is to place a link to your landing page in your email signature.
Now, every time you send an email you might capture a new lead.
If any of your prospects forwards one of your emails to a friend or a family member you might capture a new lead.
You’re going to be sending hundreds, if not thousands, of emails this year so you might as well put yourself in the best position possible to capture new leads. Best of all, you know you will be providing great value to anyone who signs up.
Step 3: Use Craigslist ads to direct targeted traffic to your landing page
Another fantastic and free way to direct traffic to your landing page and generate leads with Market Snapshot is to use Craigslist and the Craigslist Ad Creator.
It only takes a few minutes to post an ad on Craigslist and the competition is pretty weak. Look at the post titles. Do any of them stand out? Do you think it would be hard to create a better title than those ones and get noticed?
A simple call to action like the ones in Step 2 would do well here, but you may want to start targeting your ideal prospect in the title.
For example, let’s say you don’t want to work with buyers. How can you target potential listings?
You wouldn’t want to use the title “Get your free market report” because it’s going to attract generic inquiries (great for building your book of business; bad for targeting listings).
A better title would be “Thinking about selling your home? Find out how much your neighbors’ homes sold for!”
Now that’s intriguing. Best of all, it’s not fluff or spam.
When they sign up for the Market Snapshot they will get what they asked for and you’ll be in a great position to contact them to pursue the listing.
That is, if they don’t contact you first!
Step 4: Supercharge your door-knocking and open houses with Market Snapshot
If you are still doing Open Houses even though you feel like it’s a waste of your time…then you are just like a good percentage of Realtors out there.
Are you tired of nosy-neighbors asking for the listing price and wandering around your Open House looking at the furniture and art choices?
It doesn’t have to be that way.
You just have to adjust your perception and become a lead capture and conversion master!
First impressions are everything. There’s a good chance that everyone who visits your Open House will be buying or selling in the next few years and you could easily be the Realtor they use for that transaction if you get your foot in the door now.
Get the free BrightOpen app for Market Snapshot and you will improve the quality and number of leads you capture at your Open Houses – and your prospects will receive a Market Snapshot report, straight to their smartphone, in less than a minute.
You prove you know the local market and you give them a free gift. That’s a lot more than most agents do.
How often do you create “wow moments” for your Open House visitors?
You can also use this practice while you’re out door knocking. Give prospects the option to get free Market Snapshot reports so they can find out their neighbors’ listing and selling prices.
If they don’t answer their door, all is not lost. You can still differentiate yourself from other Realtors. Instead of dropping off a generic business card or postcard, leave a custom card with a call to action directing them to your Market Snapshot landing page.
Why would a prospect call you if you just leave your phone number or your website address? They are too busy for that.
You will get more new leads because you are leading with value instead of asking for something from your prospect.
Email me or call 1-800-444-8570 Ext. 48354
Greg Libby is an Account Executive with Top Producer and Realtor.com providing software tools and business development consulting for Realtors who want to grow their business.