James Nichols Director of Sales State Street Title

James Nichols Director of Sales, State Street Title Agency June 3 rd, 2019

§ Benefits of Facebook Advertising § The Proven Formula for Capturing Quality Leads (Reverse Prospecting) § How This Ad Captures Leads and Converts them to Appointments § Who To Target § What to Offer § How to Follow Up with Leads § How to Nurture Cold Leads and Convert to Long-Term Clients

§ Contrast with Self-Image Marketing § Emotional Direct Response Marketing § With effective lead generation marketing, your focus is not on you, but rather your prospects. § Say goodbye to cold calling and say hello to providing massive value

1. Have a clear understanding of what your prospects want and offer it to them in an ad. 2. Communicate these benefits in an attention-grabbing , compelling and motivating manner 3. Make an offer that has universal appeal to your defined target 4. Make a soft offer that is non-threatening for prospects to respond to 5. Make it easy and non-threatening for your prospects to get further information while leaving names, email address, and phone number 6. Track your results

§ What are we offering? § An Exclusive Free Property Report for this listing § Up-to-the-Minute Pricing § Private Viewing § How Are We Capturing Information? § Facebook Lead Form § Capture Phone Number, Email, and Full Name § Easy for Prospects to Complete § Accurate Information Directly from Facebook

§ Benefits of Using Lead Forms through Facebook § Improve Quality of Lead with Welcome Screen § Acquire the Right Leads Using Detailed Targeting § Nearly 7 x More Likely to Be Qualified § Ability to Retarget Prospects Showing High Intent § Ability to Qualify Leads with Specific Questions § Find out if they’re 3 -6 months out or 6 -12 months out before they provide their information. § Are they looking to sell their home an § Great way to “Pre-Qualify” a prospect before reaching out to them!

§ Target Prospects Based on 4 Factors § Location § Demographic § Interests § Behaviors § Location § Reach prospects in areas where you want to do more business. § Create a Radius around Specific Address § Target People Based on Zip Code § Demographics § Reach Prospects based on traits like age, gender, relationship, education, workplace, employers, job titles, and more. § Examples: First Time Home Buyers, Recent Grads, Millennials, Recently Married, Parents of Toddlers, and Dog Owners. § Interests § Reach prospects based on their interests, such as favorite celebrities, favorite sports teams, or favorite hobbies. § Behaviors § Reach prospects based on recent behaviors, what devices they regularly use and what pages they’re interested in the most.

§ Demographics § First Time Home Buyers § Parents of Toddlers § Married § University of Michigan Employees § Interests § Dog Owners § Realtor. com § Location § 25 -30 Mile Radius Around City § Specific Zip Codes § Behaviors § Trulia § Zillow

§ Send the lead an introduction email with the Receive Lead from Facebook Hotlist you promised to send them. § Keep first email short and simple § Absolutely No Sales Pitches in the First Email § Phone Call Using Universal Call Back Script § Preferably in the evening (4: 00 – 7: 00) § Attempt to gather information about what they’re looking to accomplish § Attempt to set an appointment § Double Call Back Method § Remember, 91% of prospective buyers and sellers work with the first agent they have a conversation with. Sign Exclusive Buyers Contract or Listing Contract Set Appointment Send Intro Email with Hotlist of Homes Following Day, Evening Phone Call