For PSL clients that have generated hundreds, or thousands, of aged leads… are literally sitting on a gold mine.

Now that we know for a fact that PSL listing leads actually convert from Leads to Listings up to 25-30% of the time (you can read why here:, we need to have a initial contact and followup game plan that takes into account TIME FRAME. The reason that time frame is important is that typically followup plans are front heavy – the vast majority of the actions (phone calls, text messages, emails, etc) happen at the beginning, while as more time goes by less actions are occurring.

The data so far is showing very clearly that with PSL Seller Leads, as more time goes by the more valuable those PSL leads are, and the greater the chance that they will turn into a listing. For example, we can now tell that in the first 12 months a PSL lead has on average a 10% chance of turning into a listing. From 12-18 months a PSL lead has a 15% chance of turning into a listing. From 18-24 months a PSL lead has on average a 20% chance of turning into a listing. Once we reach 3 years that listing percentage has increased to almost 30% on average. It’s easy to see that the longer these leads have to be nurtured, the more likely they are to turn into a listing.

So let’s break this down. Let’s say that on March 6th, 2017 you generated 100 PSL leads and then stopped generating any new leads. We can expect that 10% of those initial 100 leads, or 10 of them, will have already turned into listings and sold whether with you or another agent. That leaves us 90 PSL leads that still have value. Over the next 6-12 months we can confidently say that at least another 5-10 of those original 100 leads are going to turn into listings. If we take it out to 3 years, we can expect approximately another 15-20 listings from that original 100 leads. Because WE NOW KNOW WHEN these leads are most valuable (the older they are), and when we have the greatest chance of turning them into a listing (after 6-12 months) we should adjust our followup methods so that MORE ACTIONS (phone calls, texts, emails, etc) are occurring WHEN the lead has the greatest chance of turning into a listing – as they age! – instead of the vast majority of the actions taking place when they are brand new.

For PSL clients that have generated hundreds, or thousands, of aged leads… are literally sitting on a gold mine.

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The Phone is your friend……pick it up and dial

The last tool that I will share today that is essential to proper follow up for real estate lead generation is the best one yet. If you aren’t using this tool you are missing out, and quite frankly shouldn’t be working internet real estate leads…….so what is this magical tool?

The phone! The phone is your best friend, and the lifeblood of your lead generation nurturing. Want to be successful and book more buyer appointments and listing presentations? Pick up the phone and call. Keep calling. Don’t just stop with one phone call if they don’t answer. Keep trying. Yes, you can use text messaging, emails, voicemail blasts, on-exit popups…..however eventually you are going to need to talk to them on the phone. It may take LOTS of phone calls over many months for some leads to pickup the phone or respond to you. That’s alright. You still want to sell a home in 6 months right? The vast majority of your competitors will give up after a phone call or two. If you don’t give up and keep calling, you will be successful. Call quickly, as soon as the lead comes in, and then keep calling. There is nothing else I can say except to keep dialing.

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On Exit Pop Up – Generate MORE Leads

For the next tool that I consider essential to proper follow up for real estate lead generation…….on-exit popups. Full disclosure again – on this one I do personally have a product that will be released very soon called Prime Exit. I hesitated to even post this because of that. However, everyone who has a PSL site will be getting Prime Exit for free anyways, and there are no shortage of these products out there. I honestly don’t care which one that you use, just pick one and use it!

So what is an on-exit popup? It’s a true game changer. Day one you should see an increase in leads by AT LEAST 50% even with your current traffic levels. You don’t need to generate more traffic to see this minimum of 50% increase in leads….it will happen with whatever traffic you have right now. We have used it internally here for months, and we have way MORE than doubled our daily lead flow just from using on-exit popups.

Here is how it works, and pretty much every company offering this works the same way…….there is a piece of javascript code that you place on your website, just like you would with Google Analytics tracking codes. Whenever a website visitor takes an action with their mouse to move towards closing their browser itself OR the tab they are viewing your site in…..BOOM……the on-exit pop up comes up on the screen. You simply need an engaging offer to place in the pop up. If they want to receive this offer they need to provide you with their lead information. Everything is going to depend on the offer. It’s going to need to be unique and worthwhile. The better the offer, the more leads that you will get. These on-exit popups also work fantastic for mobile traffic.

Most companies will offer various options in their backends where you can also set the on-exit popup to appear not only when taking action to leave the browser or tab, but also it can be set on a timer for it to pop after any time frame, such as 30 seconds. You can also set it to pop if someone scrolls halfway down the page, 75% of the way down the page, back up the page if they have already reached the bottom.

For those of you with concerns if it will affect your organic Google rankings the answer is NO. It will not. I have these placed on websites that rank #1 in Google for their targeted keywords for many months now, and the rankings did not change at all.

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BombBomb – Use this!

BombBomb. I’m sure that quite a few of you are already using it. Most of you though are not, for the same reason that I’ve been hesitant at times in the past to use it… You don’t want to make a video of yourself. I get it. It’s uncomfortable. You might not think you present well on video. Maybe you are self conscious. Forget all of that. If all goes well you have to go see them in person anyways right? More importantly, this is a fantastic tool that works. BombBomb also makes it super easy for you to record quick videos from your computer or even your phone. Send each of your leads a quick 15 to 30 second personalized video. Use their name in it so that they know it was made just for them. Everyone these days is used to getting mass emails however it is quite apparent that those emails are not being sent to just one person. Your personalized BombBomb video email will stand out. It will get their attention. Guaranteed. Devote an hour a day a few times per week to mining your database with these video emails and you WILL get responses and more business from it. Be consistent though….if the first few videos don’t get responses PLEASE don’t give up! Keep going. Most Realtors want instant gratification (we all do!) and will quit right away and stop. However life doesn’t always work like that. THIS IS YOUR ADVANTAGE! Over time you will definitely start hearing back from some of these people. Also….BombBomb will tell you every time someone opens your email AND plays your video. You can then take it a step further and personalize your next video to that person even more. I’m so confident this will work I’m almost tempted to say I’ll pay for it if doesn’t work for you….but I won’t lol. You get my point though. Don’t wait. Start this right away and you can thank me later 🙂

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Angry Leads – Your Valuation of my home is TERRIBLE

Do your leads ever complain that the valuation that they received is not accurate from your seller lead generation site? Are you worried that a “bad” valuation is going to make you look bad to your leads? Charlene Scala Weston was recently asking me about this, and shared with me an email how she responds to her leads that bring up this point. Perhaps she would be kind enough to share it below in the comments.

Any home valuation tool is simply an automated system that instantly shows an estimated value of a home. Because it’s an automated valuation, it’s never going to be 100% accurate. The goal is to be within 15-20% of the home’s true value, which the vast majority of the time these valuations are. Occasionally, the valuation is off by more than this. It does happen. Although this is not necessarily a bad thing. There isn’t an automated system on Earth that can take into consideration the unique factors that will affect a home’s true value. Automated valuations will not know if the person’s home has new windows, new flooring, a new kitchen, etc. All of you are experts in your respective markets, so you understand these unique factors can affect the true value of a home.

The automated valuation is not meant to replace a CMA, or an actual appraisal. Clients will generally understand this if you explain it to them. What many of our agents do as well is let their leads know this, and then tell them that they will be in their neighborhood tomorrow afternoon and could they stop by and peek their head into the home real quick, so that they can see the unique factors of their home. They explain that after viewing the home quickly they can provide a much more accurate value of what the home is really worth.

Additionally, if the valuation was 100% accurate, then potential clients would not really have any need to talk with you about what their home is worth!

The ultimate goal of providing these valuations is to help you build rapport, and cultivate a relationship, with these potential sellers. It opens the door to start a conversation and to gauge their intentions.

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Persistence – Do NOT Give up on those Leads

The power of proper follow up never ceases to amaze me. We have been calling a particular clients lead that came in at the end of March for 3 weeks now. After 16 phone calls, the lead finally answered the phone and stated they will be ready to sell in 3 months and want the agent to come out to their home to start getting ready to put the home on the market. Call your leads, keep calling, don’t give up. I honestly don’t care if you have us calling them, another company, or even better you calling them yourself. Just keep calling them. I promise if you do you will get listings. Persistence pays off in the long run.

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Advertising Tips that WORK

Tips for running a successful advertising campaign……..

1) You have full control over every portion of your PSL website. Try HD background wallpaper images that are representative of your area. The more localized you can make your background wallpaper images that rotate, the better your site will convert. Try using specific pictures of your market that are obvious to anyone living there.

2) Experiment with turning off the header navigation menu at the top of your site. See which works better for your market. If you are using the top navigation menu option, make sure that you put your social media links there.

3) Try different themes and color options for your site. There are various different themes, and virtually UNLIMITED color options that you can choose for your PSL site to make it unique and stand out.

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Leads NEVER Die – Mine your Leads

Interesting information….a former PSL client from a year ago called the office. He had generated about 100 leads a year ago. He said he gave each one of them a phone call or two, maybe an email, and then decided after 30 days it wasn’t worth the effort and canceled. A few days ago he decided to go back and look up every address from the PSL leads and discovered that 20 of the properties turned into listings with another agent and were sold in the last 6 months. He promptly signed up again. I don’t care if they are PSL leads or from another source…..your database of leads is a gold mine if you mine them properly. Bob Corcoran once told me something I’ve never forgotten. EVERY house will eventually be sold at some point in time. Even if it burns down you can still sell the land.

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Full Leads, Partial Leads and Conversion Numbers

For all of our newer members I would like to talk a little bit about Full Leads, Partial Leads and Conversion numbers.
Let’s talk numbers…

Partial Leads – a partial lead is when someone enters their address in Step #1 on your PSL site and when they get to Step #2 they decide to leave the site without entering any additional information. Let’s compare this type of “lead” to what occurs on a “regular” buyer themed website. It doesn’t matter if it’s a Boomtown, REW or any other type of buyer IDX type site, on average every 90-94 visitors out of 100 to a buyer type site will leave the site without registering. That means that only 6 – 10% of visitors to a buyer site per day will end up registering and leaving their lead information. How do I know these numbers are accurate? Because I run the Google Adwords campaigns for dozens and dozens of these buyer type sites. On these buyer IDX sites, there are not any type of “partial” leads – either you get someones lead information or you do not. There is nothing the matter with partial leads, they are simply another tool to use to try and turn a website visitor into a listing. Every agent has different ways of working them. Some agents choose not to work partials at all. Others send postcards, knock on the door, look up the lead information online, check tax records, etc. I know for a fact from talking to our clients that partial leads are being turned into listings on a consistent basis. We had a huge amount of feedback from our PSL clients requesting that we add the ability to turn a partial lead into a full lead, which we did. These requests weren’t being made because partial leads are worthless, trust me! 🙂

Full Leads – As stated above, the average buyer themed IDX type website (Boomtown, REW ,etc) will convert at somewhere between 6-10%. PSL sites convert full leads in the neighborhood of 15 – 35% on a daily basis (this does NOT include partial lead numbers as well). Yesterday the highest conversion ratio was 66%. So, on average, out of every 100 hits to a PSL site 15 of those should turn into full leads. That’s an excellent conversion ratio, even with the other 85 people leaving the site without becoming a lead. On the internet we can’t force people to give us their lead information, so we have to design our websites to ensure that the highest possible number of visitors possible will give us their lead information. Internet leads are a numbers game pure and simple. The more leads you get, the greater chance for success (listings or buyers) we have.
Fake Leads – Forget fake leads, they do not matter. That’s right, they do NOT matter. They are all part of the raw numbers that lead to your ultimate success. Let me explain. The average agent is going to convert 1% of their seller or buyer leads into either a listing or a sold home. That means that 99 out of every 100 leads that they get don’t do anything with them. Think about that – 99 out of every 100 leads don’t do anything with the average agent. Does it matter if those 99 leads have given a correct name, phone number and email address? Is there really any difference if some of those 99 leads gave fake information such as Mickey Mouse or a vulgarity as their name along with a fake phone and email address? Absolutely not – because the end result is still the same – the agent did not convert that person into a listing or a sold home. It makes no difference. Internet leads are a numbers game – the more leads that you generate, the greater chance for success that you have. By the way, there are plenty of agents out there that convert leads into listings / buyers at 3-5% or higher. It all comes down to the systems they have in place and their individual skill.

Conversion Numbers (Leads to Listings) – This is a common question we receive and one that is not easy to answer because every agent is different. For example, if I have 100 seller leads available in the Las Vegas area and I give those EXACT SAME 100 Leads to both Agent Jane and Agent John (no we don’t really do this your PSL leads are NOT shared with anyone else this is just an example) both Jane and John are going to get a different amount of listing appointments and listings from those same EXACT 100 leads. Why? Because Jane and John are both going to work those leads differently. One agent might call their leads immediately, while the other waits. Each agent has different follow up systems to keep in contact with the lead. One agent might have a much better listing presentation style than the other agent. My point is that the PSL system can show you how to generate the traffic to your site, which is 100% guaranteed because you are purchasing that traffic. The PSL system has then been designed to convert that traffic into full leads at a very high rate (15 – 35% on average). Once the leads are captured, how many of them ultimately are converted into listing appointments and actual listings will come down to the individual agents skills and systems that they have in place.

A perfect example of this is the email that I received last night from one of our PSL members:
“In less than one month our results so far are 5 listings Active AND Pending, one listing appointment as we speak, and a growing book of future listings. I have had 80+ “Full” leads, 160 “Partial” Leads. For my “Partial’s”, my Virtual Assistant in India and my Marketing Assistant have teamed up to get 100 CMA’s ready to hit print and mail out here.”

Conversion Number $$$ Potential – As I stated above, internet leads (seller or buyer) are a pure numbers game. The more leads that you get, the greater chance for success that you have. The numbers don’t lie. Let’s assume that the average agent will convert 1% of their leads into a listing – which is very reasonable. So out of every 100 leads, 1 of those leads should turn into a listing. The average cost per lead is extremely low, depending upon your market it averages anywhere from $1.50 to $6.00 per lead. For our numbers though, let’s estimate that you are paying a lot more than that per lead – let’s say $10 per lead. So if you generated 100 leads in a month at $10 per lead, those leads would have cost you $1000. If you converted those leads into listings at 1% – that means 1 out of those 100 leads turned into a listing. Let’s assume an average sales price of a home is $150,000 along with a 3% commission rate for your side of the transaction. This would be a total commission of $4500. If your spilts at your brokerage are 50%, that would leave you with a commission check for $2250.

Not bad! You would have spent $1000 to generate 100 leads, one of which would have turned into a listing and commission check for $2250. That’s a pretty good profit margin!

Now imagine if you are only paying $5 or less per lead, with a greater home sales price, with higher splits.. 🙂

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Worst Post EVER – Horrible

Do NOT be this person: I have a real estate agent friend who received a listing lead last week, for a property worth just over $1 million. The lead came in when she was just about to start playing tennis. Instead of stepping aside to call the lead right away, she decided to proceed her with match and told herself she would call afterwards. One thing led to another, and she didn’t call until the next day. At that point it was too late, the homeowner told her that another agent had already been out to the property and they had just signed a listing agreement with them. I’ve told her a million times, ALWAYS assume that every single lead you get has also submitted their information on other Realtors websites as well and to call, text, email…SOMETHING right away. That tennis match just cost her roughly $30,000. I understand it can be frustrating making calls and reaching out to leads who don’t answer the phone. However, isn’t that just life that the one call you don’t make right away is the one that is ready to go right then and there?

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Buyer Leads + Adwords = GOLD

BUYER LEADS + ADWORDS = GOLD: I think this is useful information for our new group members or anyone who hasn’t seen this before….

Have you ever wondered how you can get the absolute highest quality buyer leads from Google Adwords? It’s quite simple, and it’s guaranteed to work. Interested? Read on…

For everyone reading this, I’m going to assume that you have an IDX capable buyer’s website (all of you should have one). For my example, let’s say that you are an agent who wants to dominate the luxury market in Las Vegas, however what I am going to describe will work for any property type, city or area in the USA or Canada. Let’s also assume that you have a website that covers ALL property types in Las Vegas, not just luxury.

Before we dig into this further, we all need to have a conceptual understanding of how Google Adwords works, and how it is different from Facebook advertising. With Google Adwords we are bidding on keywords, or search terms. An example of keywords would be “Las Vegas Real Estate” or “Las Vegas Homes for Sale”. You can set a different bid amount for each unique keyword that you are bidding on. With Google Adwords you can also target a geographic area so that you are only bidding on traffic from that specific area. Most likely, if you are an agent in Las Vegas, you only want to spend money on website visitors in Las Vegas. There are of course instances where certain Agents would want to attract traffic from outside of their market. Facebook advertising is different, you are not bidding on keywords at all. You are bidding on a geographical area where you want the ad to show up within people’s newsfeeds. Facebook offers many demographic targeting variables that you can utilize as well.

Most agents make the mistake of bidding on the popular keywords only. In Las Vegas, these would be the keywords I used above, such as “Las Vegas Real Estate”, “Las Vegas Homes for Sale”, “real estate in Las Vegas”, etc. This is a mistake for several reasons. First is that these are going to be incredibly expensive keywords, and highly competitive. Unless you have a massive daily budget, you are going to spend your daily budget quite quickly with a high cost per click. If you have a budget of $20 per day, that could be just a few clicks and you are already done for the day. Additionally, it is a mistake bidding on these types of keywords because the QUALITY of the lead is likely not going to be very good. Let me explain why…

Let’s say that I just found out last week that my company is transferring me to Las Vegas and I know nothing about the area. I have no idea how much homes cost, I don’t know where to live, the only thing I know is what I can afford. Let’s say I can afford an $200k home. What’s the first thing that I do? I go to Google and what am I going to type in? Most likely “Las Vegas Real Estate” or “Las Vegas Homes for Sale”. I click one of the Adwords ads, and right away I’m an expensive click. Once I register through the forced registration on the site so that I can search for homes, not only was I an expensive click, but I’m a terrible lead. A $200,000 home in the area I’m moving from buys me something completely different than what I can buy in Las Vegas for $200,000. In my opinion this is NOT a high-quality lead. Not that I can’t turn into a sale, however I’m in the extreme early days of being educated about the market. Once again, I’m a lead, however I’m not a high-quality lead.

Now let’s flip it around. I’m a lead that has been doing my research already online and found that I really like the homes in the community of Queensridge in Las Vegas. I have a budget of $800,000. That isn’t going to get me the most expensive home in Queensridge, however there are certainly homes there that I can afford to live in that are all in my price range. When I go to Google I search for keywords such as “Queensridge Real Estate”, “Queensridge Homes for sale”, “Luxury homes in Queensridge”, etc. The cost per click (CPC) for these specific community keywords will be significantly less than one of the major generic keywords. Now when I register with the forced registration and give my lead information THAT is a kick ass lead. The buyer is educated. He’s realistic. He knows where he wants to live. He’s much further along in the sales process than the lead in the previous example. Like I said, he knows exactly where he wants to live. This is a READY, WILLING and ABLE buyer! Are you going to sell him a home every single time? Of course not. However, you will sell this type of lead a home at a MUCH higher rate than you will the lead in the first example. Guaranteed. And the best part is the cost for this unique visitor will be DRASTICALLY less. Cheaper traffic and higher quality leads. It’s a win win!

THIS IS VERY IMPORTANT – in fact it’s the absolute key to this working correctly: You must have a unique page setup on your website for every single community, area and/or city. These pages are where you send the traffic to for each community, area/city. For example, for people coming to your website who searched for the community Queensridge, they MUST be sent to a page on your website that is ONLY about Queensridge. That page should list example homes for sale in Queensridge, the ability to search for more homes in Queensridge, and information about the Queensridge community.

So the moral of the story is keywords such as “Las Vegas Real Estate” and “Las Vegas Homes for Sale” will get a TON of traffic. Lots and lots of it. The leads won’t be high quality though because they are general leads who could be interested in a mobile home or a mansion. Targeted qualified leads for a specific property type or community such as “Queensridge” will get not a lot of traffic, a very low number in fact. It will also generate a very low number of leads…..but those leads will be GOLD.

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The “Secret” to getting Higher Quality Real Estate Leads Online

GET HIGHER QUALITY LEADS: Do you want to know how to receive higher quality leads from your buyer or seller sites? The answer is EASY. You simply need to send extremely targeted traffic to a page that has been specifically setup for that unique area / community / property type that you are targeting. Let me show you a few examples…..if you do this, you will 100% get higher quality leads.

Let’s say that you want to target individuals that would be interested in selling their downtown San Antonio condo. Most people would just send traffic from Facebook targeting all of San Antonio, or on Google Adwords bidding on keywords such as “San Antonio real estate”. Big mistake. You would still get leads from these marketing efforts, however the vast majority of traffic would NOT be from people who are looking to sell a condo in Downtown San Antonio. A better way to target these specific condo owners would be to target people in San Antonio on Facebook, and then have your ad talk specifically about selling their Downtown SA condo, or find out how much their Downtown SA condo is worth, along with using a high quality image of a condo in Downtown SA. This way the ad is going to resonate with them. Remember, you are after a VERY specific type of traffic. We don’t want people who don’t own a condo clicking on our ad and having to pay for it. On Google Adwords you would be going after keywords such as “Downtown San Antonio Condos”, “Downtown San Antonio Condominiums”, or even better SPECIFIC condominium building names in the Downtown area.

Next…..and this is VERY important……we want to send our traffic to a page that is ONLY built for Downtown San Antonio condominiums. Our page needs to have high quality images of the condos in the Downtown SA area. Our text near the address box needs to only talk about Downtown SA condos. Something along the lines of “How Much Is Your Downtown San Antonio Condo Worth?” THINK ABOUT THIS – we are only sending very targeted traffic that most likely has a Downtown SA condo to a page that SCREAMS Downtown SA condos. The vast majority of those leads will be EXCELLENT high quality leads. Guaranteed.

Here is an example site in action so you can see what I mean:
What about if you were targeting owners of waterfront property in Miami? The same rules apply. For Facebook we want to target people in the Miami area, and our Facebook ad image needs to be of a high quality waterfront property. The ad text needs to ONLY talk about Miami waterfront property. For Google Adwords only bid on keywords having to do with Miami Waterfront property. Then simply send your traffic to a page that is built specifically for Miami Waterfront property, with super high quality HD waterfront property homes, and sales text with something along the lines of “How Much is Your Miami Waterfront Home Worth?”

One final example, all the same rules apply as above. If you wanted to target a specific community called Queensridge in Las Vegas you would target Las Vegas in Facebook while having your ad image be a picture of Queensridge, and your sales text ONLY talking about Queensridge. For Google Adwords you would only bid on Queensridge keywords. Then send your traffic to a page that is built specifically for Queensridge, with high quality Queensridge wallpaper images, and sales text talking about Queensridge.

IMPORTANT NOTE: Don’t expect to get massive amounts of traffic OR tons of leads from this. Not enough people will be searching for these unique areas / communities / property types. That’s not the point though, because the traffic and leads that you get from these marketing efforts will be of the absolute highest quality possible. This is a very wise way of allocating your ad budget. This will also work perfectly for buyer sites. Try it out, and let me know how it goes!

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