Florida Realtor February 2009 : Page 14

Tech & You POwER PROsPEcTIng Duncan credits HomeGain, an online lead-generation and marketing tool, with not only helping him land at least one closing a month, but also making it possible for him to achieve a career milestone: his first million-dollar listing. It happened like this: Lux-ury property owners visited HomeGain.com and entered a short description of the prop-erty they wanted to sell. HomeGain then sent their anonymous query to real estate sales as-sociates in their area. The sales associates, including Duncan, were all HomeGain subscribers, who for a monthly fee, get the leads via e-mail or text mes-sage and then submit their proposals. “The [luxury home] own-ers liked my proposal and con-tacted me,” says Duncan, a sales associate with Keller Williams Realty in Tampa. “Not only have I listed their home but I’ve also list-ed some of their family members’ homes and generated a couple of additional transactions through my relationship with them. It’s probably my biggest win with HomeGain so far, and I’m hoping to turn it into a sale so I can use it as leverage to go after more luxury busi-ness. HomeGain got me [a customer] that I probably wouldn’t have gotten with my own advertising. It’s not the only way I get business, but it’s one of the tools in my repertoire.” 14 FLORIDA REALTOR February 2009 “Innovation distinguishes between a leader and a follower.” —Steve Jobs, Apple co-founder Capture Leads Online An online lead-generation tool delivers business to this sales associate via e-mail and text messaging. A ndrew Here’s how Duncan uses the service: Quickly Take Action “Statistics show that most people inter-view only one or two agents,” says Dun-can. “If you don’t respond within an hour or two, they’ve probably already selected someone else.” Within minutes of receiving an e-mail or text message notifying him of a new lead, Duncan logs in to HomeGain.com and prepares his response. When he’s out of the oce, the leads are e-mailed to his assistant, who handles them for him. Online lead generation “is a very e ective lead-generation tool that has given me a great return on my investment.” Andrew Duncan , a sales associate with Keller Williams Realty in Tampa, fishes for leads using an online service.

Tech & You

PowER PROsPEcTIng<br /> <br /> Capture Leads Online<br /> <br /> An online lead-generation tool delivers business to this sales associate via e-mail and text messaging.<br /> <br /> Andrew Duncan credits HomeGain, an online leadgeneration and marketing tool, with not only helping him land at least one closing a month, but also making it possible for him to achieve a career milestone: his first million-dollar listing.<br /> <br /> It happened like this: Luxury property owners visited HomeGain.com and entered a short description of the property they wanted to sell.HomeGain then sent their anonymous query to real estate sales associates in their area.The sales associates, including Duncan, were all HomeGain subscribers, who for a monthly fee, get the leads via e-mail or text message and then submit their proposals.<br /> <br /> “The [luxury home] owners liked my proposal and contacted me,” says Duncan, a sales associate with Keller Williams Realty in Tampa. “Not only have I listed their home but I’ve also listed some of their family members’ homes and generated a couple of additional transactions through my relationship with them. It’s probably my biggest win with HomeGain so far, and I’m hoping to turn it into a sale so I can use it as leverage to go after more luxury business.HomeGain got me [a customer] that I probably wouldn’t have gotten with my own advertising. It’s not the only way I get business, but it’s one of the tools in my repertoire.”<br /> <br /> Here’s how Duncan uses the service:<br /> <br /> Quickly Take Action<br /> <br /> “Statistics show that most people interview only one or two agents,” says Duncan.“If you don’t respond within an hour or two, they’ve probably already selected someone else.”<br /> <br /> Within minutes of receiving an e-mail or text message notifying him of a new lead, Duncan logs in to HomeGain.com and prepares his response. When he’s out of the oce, the leads are e-mailed to his assistant, who handles them for him.<br /> <br /> Customize Proposals<br /> <br /> Each time Duncan submits a proposal (he prepares at least one each day), he tailors it to fit the buyer’s or seller’s criteria. “It’s a description of your services and how you market a property. For buyers, I explain how I negotiate a great deal.” <br /> <br /> If Duncan’s proposals aren’t getting results, he re-evaluates. “For the last six months, for example, I’ve modified my proposal to say that I’m helping with short sales.<br /> <br /> “Even if [prospects] don’t choose me, people tend to remember my proposals or my photo when they see me out in public,” he says, adding that he hopes the recognition will generate business over time.<br /> <br /> Upload, Update Listings<br /> <br /> “When you’re on HomeGain, it’s similar to an account with eBay,” says Duncan.“You log in and type in all the information for that listing. [Once a week] my assistant or I will upload any listings that I’ve taken.<br /> <br /> “If I make a price change, I do it just like I would on Realtor.com or the MLS.HomeGain has probably had more of an impact on my buyer business, though, than the listing side because most people who are looking at real estate online are buyers doing Google searches. Sellers don’t shop the same way.”<br /> <br /> Pay as You Go<br /> <br /> For $60 a month, Duncan gets leads from 16 different ZIP codes.<br /> <br /> When he closes a sale, he says, he pays a referral fee, which varies, based on his sales volume and the transaction itself.“It’s set up for SEO [search engine optimization] and when a consumer goes online and searches for a real estate professional through Google, Yahoo or blogs, HomeGain will typically [rank high on the list].”<br /> <br /> To ensure that he’s getting a good return on his investment, Duncan regularly evaluates the system. “I will look at it and say, ‘OK, I received 27 leads this month.’ I hold them accountable too.<br /> <br /> “For agents who are busy, or new and nervous about talking on the phone or knocking on doors, it’s a great way to build the pipeline,” he adds. “Invest time and energy into setting up your proposals.Go to some of the [training] webinars and give it a chance because it takes time.”<br /> <br /> This column, designed to offer examples of the way salespeople and brokers are using technology, won the Silver Award in the 2008 Best Column category from the Florida Magazine Association.Opinions expressed here don’t reflect an endorsement of the views by Florida Realtor magazine or the Florida Association of RealtoRs®.

Previous Page  Next Page


Publication List
 

Loading