Mike Lyon - Internet Marketing for Home Builders and Real Estate

It’s Time to Build A New Virtual Model Home

Mike Lyon — Thu, 02 Sep 2010 14:45:35 +0000

What kind of an impression would you make if people searching for a new home show up at your model home and you have no furniture, a small desk in a dimly lit corner and weeds in the flower beds? When they ask for a brochure, a salesperson hands them a crinkly piece of paper with the prices scribbled on it. Needless to say, I’m sure you wouldn’t expect a return visit from them any time soon.

Sadly, this may be what’s happening on your website. How many browsers abandon their online search after visiting your homepage because of the lack of information, complicated navigation, “under construction” pages and poor or outdated design? If 90+% of new home buyers are starting their search online (have I hammered that statistic home yet?), then it is highly likely that your website will be their first impression of you as a builder.

Ask yourself: What kind of impression is my site making? Does it accurately reflect the image I have in the community? Maybe you don’t know…maybe you think you know. You must look at your site with a fresh eye and make sure that you have all of the pieces of the puzzle in their proper positions – and that they’re easy to access.

Don’t pucker up too much when it comes to attracting qualified prospects.
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Do You Go The Distance with Prospects?

Mike Lyon — Tue, 24 Aug 2010 16:25:44 +0000

Do you find yourself asking, “Why doesn’t anyone respond to me?” In this video I talk about some facts that might surprise you. Like less than 10% of sales professionals follow up more than 3 times?

I also give you the formula for increased responses. It’s actually pretty simple.

View the video here
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Just Released – Social Media Guide for Real Estate

Mike Lyon — Tue, 03 Aug 2010 02:01:14 +0000

I am happy to announce that my new book is here! The Social Media Guide For Real Estate will feel good in your hands and make you look smart sitting on your bookshelf. Your colleagues will be envious and say, “Wow, what I would give to be on the cutting edge…” You can check out the details below or order here.

So here’s the deal, I want to give a lot of these away!

In fact, I will give out one copy every day for the rest of this month. Want to win one? All you need to do is:

Send out a tweet. Just copy and paste the following: Hey @mikelyon I want a free copy of your new book Social Media Guide for Real Estate http://bit.ly/smguide4re

and/or

Head over to Facebook and share this blog post on your profile or page. You need to let me know by tagging me here or my page here. Don’t know how to tag, no big deal – just post on my wall that you shared it, or on the DoYouConvert page.

(you can post until you win or your friends get annoyed)

Of course, if you don’t want to go through all that trouble and wait around to win – you could always just pick up a copy now.

Thanks to everyone who helped get this book out and I look forward to your feedback!

Why You Need This Book

Are you looking for answers in this brave new Web 2.0 world? The opportunities to connect with potential buyers abound, but navigating these uncharted waters have left many real estate professionals with a bad case of “analysis paralysis”. The Social Media Guide for Real Estate will help you establish a clear strategy for your business that will produce a steady stream of qualified clients while helping to position you as the undisputed expert in your field.

In This Book You Will Learn:

What “social media” is and how it works for the Real Estate business
What social networking sites will work best for your business model
Ideas for producing high quality content that gets attention
Useful tools to help you efficiently manage all these sources (and not waste valuable time)
The proper etiquette for utilizing the social networking sites, like Facebook, Twitter, and LinkedIn
How to create a strategy to avoid overload
And much, much more…

What industry leaders are saying

“Mike has a unique blend of real estate common sense and social media savvy. As our social media coach, he provides timely and effective strategies to help our agents grow their business. His powerful impact has moved Facebook into the top 10 referring sites for ReeceAndNichols.com”

Jerry Reece, CEO, Reece and Nichols

"When it comes to understanding how social media can be used to grow a real estate business, Mike Lyon is the expert. His no-nonsense approach is not only practical, it is very doable. This guide is THE GUIDE to understanding the ‘Why’ and the ‘How’ to make it happen."

Bryan Sheppard, CEO, Coldwell Banker Select

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Getting Social at the Triangle Sales and Marketing Council

Mike Lyon — Sun, 01 Aug 2010 20:20:45 +0000

Join me and the Triangle Sales and Marketing Council of North Carolina for two exciting events coming up next week!

Special TSMC Breakfast Seminar with Mike Lyon
Social Media Success: Winning in a Web 2.0 World
Date: August 18, 2010
Time: 8:00 AM -10 AM EST
Location: Breir Creek Country Club – 9410 Club Hill Drive Raleigh, NC

Description: Learn how to touch your sphere of influence through Social Media, Discover ways to quickly implement Social Media into your business plan, Maximize your impact by interacting on sites such like Facebook and Twitter, Engage and grow your online community, and Utilize free tools and tricks to increase your business without busting the marketing budget.

Click Here to Register >>

Converting Browsers to Buyers: Proven Strategies for Selling Homes Online
Date: August 18th, 2010
Time: 12:00 PM- 3:00 PM EST
Location: HBA of Raleigh-Wake County 5580 Centerview Drive Raleigh, NC

Description: Learn about the online sales process, Discover ways to engage leads quickly and effectively online, Maximize your lead capture rate by setting appointments from your website, Attract and capture qualified traffic, Implement a plan to meet and beat your sales goals.

Click Here to Register >>

Hope to see everyone there!

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Have You Shopped Yourself Lately?

Mike Lyon — Thu, 29 Jul 2010 15:41:27 +0000

Looking to increase conversions? Think like a customer.

O.K., so you’re a successful homebuilder. Fantastic. And you’re marketing online—and maybe even taking advantage of an Online Sales Counselor to increase prospect interaction, response and conversions. Even better.

Still, you’re probably starting to realize it’s no longer O.K. to just sit back and wait for homebuyers to come a-knocking. Today’s online marketing technologies evolve and improve almost hourly, so if you want to make sure you’re focusing your online marketing efforts in the right areas, it’s critical to keep up with what your competitors are up to, as well.

The alternative? Being left behind in a huge cloud of technology dust. Here are a few quick tips that every marketing manager/OSC should be doing on a regular basis.

Google new homes in your areas—and see how you stack up.
In a few seconds, you can do a quick Google search for “new homes [your town]” and see how you rank in the search results (or if you rank at all). You’ll get a glimpse of your competitors’ offerings—and maybe even discover some new options for listing properties in other areas.

Just keep in mind: results and rankings change almost constantly, so make sure you constantly optimize your site for easy access by Google and other top search engines.

Don’t trust third-party sources for accurate, up-to-date listings.
Do you list your homes on third-party sites like NewHomeSource.com, NewHomesDirectory.com, Trulia.com? Again, search these sites for homes in your area as if you’re a customer to make sure your listings are current and accurate. Try searches in different areas and investment ranges. These websites don’t have time to keep up with everyone’s inventory—so make sure you check back with them often to make sure your listings are up to date and correct.

Try to “break” your website with a critical test-drive.
Curious how your site performs when a potential customer is searching for a home? Again, put yourself in their shoes—or at least in their web browser. Fire up your site with a critical eye, as if you’re seeing it for the first time. Then, ask yourself:

Is the navigation intuitive?
Are communities and floorplans easily accessible?
Are any of the links “dead”?
Are any of the pages—or listed properties—outdated?

Nothing is more frustrating to a prospect than an outdated website. That means one of your most important online marketing jobs is to MONITOR AND UPDATE EVERYTHING constantly. At the same time, make sure your company’s important features and promotions are properly highlighted—and that navigation is part of the solution (instead of a sales-blocker).

Don’t forget to keep track of competitors, too.
It’s easy to become complacent and think that the online homebuilder marketing universe revolves around you. Don’t worry; it’s just human nature, but it’s also one of the great barriers to expanding your horizons—and your success. Keeping an eye on your competitors’ sites is one of the best ways to learn about new features, programs and marketing strategies you may be able to leverage for your business.

Submit a request—to your OWN company.
O.K., so you send out hundreds of emails a month. But are you on the receiving end of your own marketing campaigns? You should be. Just remember the old phrase “Out of sight, out of mind.” Make sure to include your own contact information in all your marketing campaigns—automated or otherwise—to make sure your messaging is concise, properly targeted and correctly delivered. In your new “consumer” mindset, you may realize you don’t like the tone, phrasing or even the overall content of the communications you’re sending out to represent your company.

Conduct period reviews of the online marketing landscape.
Over time, for various reasons, web-based programs and processes for marketing your business online will break down and stop working. By far, the best way to check your entire web-marketing ecosystem is to regularly conduct new-home searches via your own site—as well as those of your top competitors. Just make sure that SOMEONE in your organization is the “point person” for periodic reviews of the online marketing landscape.

Remember, today’s web-savvy customers are already comparing you to your online competitors—so you might as well be aware of what they’re seeing. That way, you can proactively plan new programs and quickly react to competitive developments.Similar Posts:

Secrets of Success from Online Sales Counselors

Mike Lyon — Wed, 21 Jul 2010 02:32:05 +0000

Earlier this year, I had the great opportunity to present at the International Builders’ Show. As I was preparing, I sent out this message on Twitter: “Preparing the presentation for IBS, anything specific you would like to hear?” In no time, a user responded, “How about you only talk about the stuff that works.”

I laughed, and then realized that this response was right on. It’s easy to get caught up in theory and ideas, preaching instead of teaching. Often people know what they need to do, they just need “real world” examples to reinforce their knowledge and get them moving forward.

In that light, I’m taking this article to the street. I’m fortunate enough to have worked with some of the best Online Sales Counselors (OSC) across the nation. Let’s hear from these superstars on what makes them and their program so consistently successful.

“It’s all about fast, personal service,” Says Leah Kaiz, an OSC from Virginia. “I’ve found that people respond when they can tell you are genuinely there to help.”

One easy way to create higher response rates is to send emails that don’t look canned explains Leah, “I’m not a fan of pretty templates. When they arrive in my inbox, I know they weren’t designed uniquely for me. So do home buyers.”

Russ Klintworth, OSC for Simmons Homes reminds, “Not everyone will respond, it doesn’t mean they didn’t get the information. By sending more specific questions you increase your chance for a response.” Bottom line; don’t give up after just one email.

Kate Jacobs, OSC for American West Homes, using similar techniques says, “People like to talk about themselves. I ask something like ‘I’m curious, what’s changed in your life that has you out looking for a new home?’ Once I added that line in my emails, my response rate increased dramatically!”

Pay attention to customer feedback. When Elena Mora, the OSC for Ideal Homes, hears, “Wow! That was fast! I just sent my request less than a minute ago.” She knows she’s doing everything right.

Customers are impressed when you contact them while still on your website. Elena elaborates, “I respond to my leads in 5 minutes or less, and I have a rigorous follow-up system. I am here to help them with their home search.”

A few simple tricks can make the difference between providing information and creating consistently high conversion rates. Kate’s observation exhibits the need for a detailed personal follow-up system. “The buying cycle is so much longer now that the need for long term follow-up is so important!”

Each OSC has a detailed System. Russ knows follow-up isn’t a trick it’s common sense, “My goal is to answer every email and phone call promptly. The more knowledgeable you are about your product the better you interact with the prospective homebuyer.”

All OSC’s agree that in order to convert a conversation to an appointment, every communication needs to build a bridge from OSC to the onsite managers. “I often say things like ‘that is a great question for Jenny, our site manager, would you like me to set that up for you?’” Says Leah.

Elena explains, “I know which emails and calls they responded to, what they said, and what their hot buttons are so I can develop a script that will motivate them to come out to a model.”

Over the past few years as home search has changed so too has the role of an OSC. “I’ve found that social media has added to the richness of an OSC position. It gives multiple outlets to interact with past, present, and future homebuyers.” Says Leah.

Kate concurs, saying, “With social media taking off like it has, OSCs are seen now as the “face” of the company and serve as a true ambassador.”

“Maintaining a high web presence is key,” says Russ, “given the amount of time buyers now spend on the internet during their home search.”

Isn’t this great. These folks are so smart!

Sit in on a day-in-the-life of a successful OSC, and you’ll notice common traits among top achievers. Consistently high numbers are not luck of the draw. They aren’t due to the outdated belief that the same clients would be swingin’ through model doors anyway.

Let’s face it, those doors are not swingin’ like they used to. With 90% of buyers beginning their home search online, an OSC, implementing a proven process, will insure that qualified buyers mosey into that sales office.

Here are a few of the common traits I see all across the country:

Be quick on the draw. OSC’s know they are 100 times more likely to set an appointment if they catch a lead while still on their website. That means lightning fast response time. Firing off an email when a prospect is still on their computer engages the lead quickly with attentive customer service.

Use a Lead Management System and implement a process. Once contact is made and key information is identified, the OSC begins building a relationship. Customer Relationship Management (CRM) systems allow OSC’s to create short-term or long-term follow-up consistent with the buyer’s specific needs.

Sell the appointment, not the home. In this position and process, the “close” is setting the appointment. Understanding how to ask and being prepared for the common objections that will follow gives the advantage to those who are ready. It may seem obvious, but that’s what separates people who send emails, from highly effective OSC’s who facilitate sales.

One thing to keep in mind, while not every builder can have a full-time OSC, you absolutely, positively, without question must assign someone within your organization the responsibility of fast follow-up with initial contact from a prospect.

At the International Builders’ Show this year, Myers Barnes, noted New Home Sales Trainer, made a great statement: “We aren’t producing any more customers this year. If you want more sales you are going to have to steal them from your competition” By responding fast and responding right to your internet leads, you will be able to do just that.

——–
This article originally appeared in Sales & Marketing Ideas MagazineSimilar Posts:

BuilderRadio Podcast – New Tools to Communicate with Your Prospects and Buyers

Mike Lyon — Wed, 14 Jul 2010 15:21:45 +0000

Be sure to stop over and check out the new podcast of an interview I did with my friends at www.builderradio.com

New Tools to Communicate with Your Prospects and Buyers.

Click Here to Listen Now >>

In this interview, we discuss the following strategies for upgrading your sales tools:

1. Lose the ‘Dumb Phone’

A smart phone, such as the iPhone, is like a Swiss Army Knife for communication. It’s always with you, so it’s easy to use to shoot a quick video of a customer or a home, or shoot pictures of a home, and then send them via email. Don’t forget your apps that keep you connected to all the social media outlets. You’ve got to have that ability in your phone to keep in touch and communicate in new ways.

2. Video

Video is the second most powerful form of communication; after face-to-face communication, there’s nothing better than video. Video can share expressions and emotions that you can’t share in an email or even over the phone where you lose that visual communication. Even though it’s still one-way, your buyers can see your excitement, energy and enthusiasm. So it’s very powerful.

3. Video Email

Video can be used to communicate with customers directly. There’s a great tool that I use called Eyejot.com. Video email gives you an opportunity to communicate more and better than your competitors. And the more you communicate, the better your chances are of making the sale. And by the way, a basic Eyejot.com account is free, so it doesn’t cost you anything to communicate on a much better level!

4. Social Networking

Social media is like word of mouth marketing on steroids. The first thing about social media is that it’s very broad; there are so many sites out there. The second thing people tell me is that they don’t have the time to engage in all the different social avenues. When you’re using social media, try to be efficient with it. Use your smart phone in your down time or in the evenings to make quick connections and have valuable conversations, and you’ll see the opportunities present themselves by using these new tools to better connect with Realtors, past customers and future buyers.
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Video Interview – Building a House and a Blog at the Same Time

Mike Lyon — Thu, 08 Jul 2010 14:24:50 +0000

Building a home is an experience, not a transaction. Alaina Money, Sales Manager at Garman Homes, has taken this reality to the masses with her blog, buildlikeagirl.biz. Having sold many homes, Alaina decided she needed to get the perspective of her buyers. Convinced it would make her a better sales manager, she went into the trenches with the construction crew and got an insider’s view into the process—and has been blogging about it.

Recently I had the chance to visit with Alaina —aka “A Money”—and Jim Garman via Skype about the experiences.

Alaina Money Interview

Link to Video

Jim Garman Interview

Link to Video

Lively, witty, fun, and informative, Alaina uses the blogging medium to give the outside world an inside look, not just at the home-building process, but of the people of Garman Homes. “Our best asset is our people and we want people to get to know us better. Then they know we’ll do the right thing,” Alaina told me. “The blog brings people into the experience—the good, the bad, and the ugly.”

Jim Garman, owner of Garman Homes, supports Alaina’s transparency because her openness is building trust. He says, “The generation that is going to be buying homes the next 10 years is all about transparency. They want to see the people behind the company. Alaina makes people feel like they are part of the adventure so they’re okay with a mistake here and there. Alaina has blogged about a few tough issues. At a larger company that blog might have been censored.”

In addition to transparency, Alaina infuses passion into her posts, which currently number 40, and counting. Jim says Alaina’s engaging blog “is not about selling homes. Being memorable is the most important thing. Marketing is about being memorable, which means taking a few risks.”

A few key points that Alaina feels are important to having a successful blog is to

1) Write in the style that you enjoy reading;

2) Make your blog honest and don’t be afraid to put it all out there; and

3) Pick a reliable partner who will provide productive feedback.

Using blogging and social media as a building block to making a good impression is an important aspect of marketing in our Web 2.0 world. A blog can be used for many years and implemented in marketing campaigns for unlimited use. A blog itself is free, but you have to invest your time and your passion. Build on a story that people want to follow. Your blog can be your blueprint to success!
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Create New Prospects with Effective Call and Email Campaigns

Mike Lyon — Tue, 29 Jun 2010 15:32:08 +0000

Are you looking for affordable ways to drum up new business? The tax credit has expired and many real estate marketing and sales departments are huddled in their conference rooms brainstorming ways to generate new business.

In most housing markets, you still have a good percentage of shoppers out there looking for their next home. So how do you guide them to you? One logical solution would be to launch an email campaign or phone call “blitz” to connect with past prospects and shift them in gear.

The question is, are you getting the right results from your efforts. Too often, these campaigns are poorly executed with the wrong strategy, weak message, no call to action, or no connection with the front line sales team. With this reality in mind, here are a few ideas to help you drive better responses from your email and call campaigns.

Think “Prospecting”

The new age of selling requires everyone to generate their own leads. Don’t rely solely on your marketing department for the message. Take the time to craft your own marketing messages to use via email and phone. Create your email templates; it’s easy with email service providers like MailChimp, Constant Contact, and iContact. Be sure to include a powerful subject line and open with a catchy intro to grab their attention. Keep it personal but remember, time is a precious commodity—for both you and your prospect—so prepare in advance. Don’t get on a call without a practiced phone script and a voicemail message ready to go.

Build Momentum By Starting with the Right People.

Approach your more likely prospects first. Build a quality list of interested people who want to hear from you and start with them.

Focus on decision-makers. If a prospect tells you they need to speak with a spouse/significant other, ask if there might be a good time to talk with them on the phone. This is a common objection, so dig deeper to see if they have other reasons for pushing back.

Why Are You Calling/Emailing?

Before you click or dial, be clear with a powerful reason for initiating this contact. Be very specific in your message to prospects when you connect. The desired next step is to generate the in-person appointment. Don’t just call to chat during a call campaign—that will only slow you down.

Practice Smart Time Management.

Set aside non-interrupted time to focus on your goal of calling and emailing. Make this time productive by avoiding distractions. These campaigns require a weekly time allotment if you want results, don’t just leave this important business development task to be squeezed in when it is “convenient”.

Have We Talked About Follow-up?

Follow-up is essential and expected. So what happens when you prompt a response from a prospect? Be prepared to react by having your follow-up strategy in place. You will stay on track when you have your responses and next steps ready beforehand. Momentum is important. Don’t compromise it with lack of preparedness.

Keep up the frequency. Most sales executives fade away after 1-3 contacts. Remember, it will take 5-7 touches to generate a response, so keep the communication going.

Call then email, email then call. As we talked about in the previous post. After you send the email, pick up the phone and call the customer to let them know you are trying to reach them.

Are you going to take advantage of the opportunity to catapult your call and email campaigns into successful lead generating campaigns? Put your plan in place and then make it happen!
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Will the iPhone 4 Help You Sell More Homes?

Mike Lyon — Wed, 16 Jun 2010 17:13:47 +0000

I think, more importantly, the question is how will these new super smart phones continue to change how we sell homes? I shot a quick video of my thoughts.

The long awaited iPhone 4 will soon be coming to a store near you. Steve Jobs revealed the new iPhone 4 last week. This new smart phone has a lot of new hardware updates and features as well as a new sleek look, all of which you can see here. One of the new features has the potential to change the landscape for sales professionals that will use it. The new Face Time video calling feature will give agents who really like to sell “face to face” (don’t we all) the ability to do so via their new iPhone 4 video. This feature gives you the ability to talk face to face to anyone else using the iPhone 4 (wi-fi only for 2010, but you know they are pushing this for 3G, and it is open so I am sure we’ll be talking to other phones too). You can show properties, talk to customers and give them updates on their home construction or whatever your selling heart desires. The ability to connect on this level is going to be a huge game changer.

Another slick new feature is the 720p HD video which eliminates the need for an additional camera like the Flip or Kodak. So if you have been jonesin’ for a HD pocket camera and debating whether or not to upgrade to an iPhone – this should help you make that decision. On top of that, it looks like the photos you can take will kick butt with the new 5 mp lens.

Along with the new 720p HD video, you now have a full featured tool to edit all that content right on the phone. Apple announced the new iMovie for iPhone, the demo was pretty cool. My mind is racing with all of the possibilities. Think about recording a quick video intro to a property, pulling in 10-15 photos of the home with a Ken Burns effect, finishing off with another video message and including a nice music overlay and titles, all while in your car outside of the home. Crazy right?

Video is one of the most underutilized tools for selling homes. The more comfortable you are with video the better off you will be. You can’t get more comfortable than having this rocket right in your pocket.

Now – if AT&T would just improve their network. It’s not too bad in my neck of the woods but I know others who complain.

So, are you thinking about a new smartphone? I am still on the fence but my “apple-fanboyness” is drawing me in to the iPhone 4. If you are comparing the latest phones, check out the helpful infographic below from Mashable.

What do you think? Will you be buying the new iPhone 4 and how do you plan to use it in your business?

Below is a video ad of the cliffnotes version of the keynote.

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