Successful Real Estate Lead Conversion

Master the Art of Successful
Real Estate Lead Conversion
by
Melissa Zavala
Copyright © 2014 by Melissa Zavala

All rights reserved. Except for the use in any review, the reproduction or utilization of this work in
whole or in part in any form by any electronic, mechanical or other means is forbidden without the
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Disclaimer: No express or implied guarantees or warrantees have been made or are made by the
author or publisher regarding certain incomes, earnings, profits, or other financial claims. Individual
results vary, in large part, due to individual’s initiative, activity and capability as well as varying local
market conditions and other factors. Neither author nor publisher accepts any liability or
responsibility to any person or entity with respect to any loss or damage alleged to have been
caused, directly or indirectly, by the information, ideas, opinions or other content in this eBook. If
you do not agree to these terms, you should immediately return this eBook for full refund.
MASTER THE ART OF SUCCESSFUL REAL ESTATE LEAD CONVERSION
About the Author

Melissa Zavala is an author, motivational speaker, short sale specialist, real estate broker,
and technology maven. As CEO and founder of three companies (Broadpoint Properties,
Short Sale Expeditor®, and Transaction 911), Melissa has published numerous training
webinars and eBooks, and most recently, The Essential Daily Planner for Real Estate Agents,
which is available on Amazon.com.
Melissa and her programs have been featured in various national publications,
including The Washington Post, The New York Times, Los Angeles Times, and the San Diego
Union Tribune. She is a weekly columnist for The American Genius and was nominated for
the 2011 Inman Award for Real Estate's Most Influential Leaders.
Melissa’s clients range from individual independent agents to large franchise brokerage
houses, all specifically seeking to increase their revenue and market share. These clients
have realized increased success by utilizing Melissa’s advice, training, and transaction
support services.
Prior to founding Short Sale Expeditor®, Transaction 911, and Broadpoint Properties,
Melissa was a broker associate for a national franchise, demonstrating excellence by
working “outside of the box,” closing hundreds of short sale transactions before she
developed what is now known as the Short Sale Expeditor® program.
Most recently, Melissa has been able to use her teaching and organizational skills while
traveling the world over—dispelling myths about the distressed property market, engaging
and motivating real estate agents, and sharing her passions as a Realtor®, administrator,
tech guru, and housing aficionado.
Email: info@melissazavala.com
Twitter: @melissazavala
Facebook: www.facebook.com/mzavala
LinkedIn: www.linkedin.com/in/melissazavala
Table of Contents
Introduction ........................................................................................................................................................... 5!
The Rule of Eleven ............................................................................................................................................... 6!
Understand the Internet Lead ........................................................................................................................ 7!
Two Types of Leads ........................................................................................................................................ 7!
The Long Tail Approach to Lead Generation ....................................................................................... 8!
Long Tails Attract Strong Leads ................................................................................................................ 8!
Ready to Buy? ................................................................................................................................................... 8!
Learn to Act Like Sherlock Holmes .............................................................................................................10!
Prepare Your Communication Campaign ................................................................................................11!
When to Abandon Ship ...............................................................................................................................11!
The Daily Communication Process .............................................................................................................12!
1. You Receive a Lead ..................................................................................................................................12!
item 1.2 • Lead Engagement Worksheet .....................................................................................13!
item 1.3 • Introductory Voicemail Script .....................................................................................15!
item 1.4 • Follow Up Email ................................................................................................................15!
item 1.5 • Introductory Email Greeting ........................................................................................16!
item 1.6 • Introductory Text Message ..........................................................................................16!
item 1.7 • Thank You Text Message ..............................................................................................16!
item 1.8 • Sample Note Card Message .........................................................................................17!
2. Such a Deal .................................................................................................................................................18!
item 2.1 • One for You Email ............................................................................................................18!
item 2.2 • Facebook Message...........................................................................................................18!
3. I’m Free.........................................................................................................................................................19!
item 3.1 • I’m Free Email.....................................................................................................................19!
item 3.2 • Video Email .........................................................................................................................19!
item 3.3 • Voicemail Script ................................................................................................................20!
4. I’ve Got the Goods ...................................................................................................................................21!
item 4.1 • Free Stuff Email .................................................................................................................21!
5. I Need You! .................................................................................................................................................22!
item 5.1 • Please Be Honest Email .................................................................................................22!
6. Want Extra Info?.......................................................................................................................................23!
item 6.1 • Get On My List Email ......................................................................................................23!
item 6.2 • Text Message .....................................................................................................................23!
7. I’ve Got a Property Just for You .........................................................................................................24!
item 7.1 • This One Is Special Email ...............................................................................................24!
item 7.2 • Direct Message .................................................................................................................25!
8. I Work With Sellers .................................................................................................................................26!
item 8.1 • Home Value Email ............................................................................................................26!
item 8.2 • You’re Busy Voicemail ....................................................................................................26!
9. Want to Win? .............................................................................................................................................27!
item 9.1 • Winner, Winner Email ....................................................................................................27!
item 9.2 • One More Time .................................................................................................................27!
10. Moving Forward ....................................................................................................................................28!
Automate Your Daily Activities ...................................................................................................................29!
Email Marketing ............................................................................................................................................29!
Auto Responders .....................................................................................................................................29!

What Is an Auto Responder and How Does It Work? ...............................................................29!
What Is the Typical Content of an Auto Responder? ................................................................30!
Magnetic Subject Lines...............................................................................................................................31!
Customer Relationship Management Platforms .............................................................................32!
Email Marketing Tools ................................................................................................................................32!
Prospecting: Warm and Cold Calls .............................................................................................................33!
Recommended Reading ..................................................................................................................................34!
What’s Next? .......................................................................................................................................................35!
Introduction
“Master the Art of Real Estate Lead Conversion” is an eBook designed for real estate
professionals to improve lead conversion and increase sales closings. You will learn how to
approach your Internet leads in a way that will dramatically increase your contact ratios.
Featuring Melissa Zavala’s “Rule of Eleven,” sample emails and phone scripts, as well as
practical information on email marketing and prospecting, this guide includes everything
you need to increase your lead conversion rates and see increased success in your
business.
Melissa Zavala has presented these tips and best practices in webinars and speaking
engagements. You can access all Melissa’s recorded webinars at
www.melissazavala.com/speaking
5
The Rule of Eleven

As a real estate professional, you need to be on top of your game when it comes to both
lead generation and lead conversion. It’s one thing to be able to generate a lead, but it is
another thing entirely to get that lead to the closing table.
About two decades ago, as the mother of a toddler, I was watching Dateline and found one
of their segments particularly interesting. It was a story about how to encourage small
children to increase their vegetable intake. The interviewee stated that the best way to get
kids to eat more vegetables was to regularly and routinely put them on that child’s plate. In
fact, the interviewee recommended that a vegetable, such as spinach or brussel sprouts, be
placed on a child’s plate eleven times in a row.
According to the interviewee, when something unpalatable is presented eleven times in a

row, the chances that it will become accepted increase significantly. That is, when you
make those foods a regular part of your child’s life—accepting that your child may not eat
them at first—he or she will warm up to them eventually.
While most real estate professionals are a lot more palatable than brussel sprouts, I
immediately identified the connection between this theory and real estate lead
conversion. If you generate a buyer or seller lead and only reach out once or twice, that
person may not ever have a chance to warm up to you over time. So, just like the eleven
servings of broccoli, it’s equally important to attempt to convert a lead by reaching out and
connecting on a minimum of eleven occasions over a relatively short period of time.
Practicing what I now call the “Rule of Eleven” and following up a minimum of eleven times
will give a prospective client sufficient time to warm up to the possibility of working with
you on their next home purchase or sale.
Real estate coaches and consultants have all sorts of names and techniques for practicing
this theory of constant and continuous communication. And while tips and tools may vary,
the one thing about which all agree is that it’s a lot easier to convert a lead into a ready and
willing homebuyer if you doggedly and persistently follow up regularly.
6
Understand the Internet Lead

Two Types of Leads
There are two kinds of people with whom you will work as a buyer or seller’s agent: those
whom you know, and those whom you have not met yet. According to statistics reported
by the National Association of REALTORS®, 90 percent of homebuyers begin their home
search on the Internet—before even contacting a REALTOR®. This eBook focuses
specifically on how to convert individuals who have found you or your website on the
Internet—people with whom you are not yet acquainted—into homebuyers.
Because this eBook focuses on lead conversion of those that you don’t yet know, the
sample emails and scripts that should be used for people you already know (your circle of
influence) are not included here. Keep in mind that many real estate Customer
Relationship Management (CRM) applications contain all sorts of continuous touch
programs and templates that will help you to maintain communication with your circle of
influence (the people that you already know). A list of suggested CRMs can be found in the
Customer Relationship Management Platforms section of this book.
7
The Long Tail Approach to Lead Generation

In his book, The Long Tail: Why the Future of Business Is Selling Less of More, Chris Anderson
asserts that because everything in the world is now available to everyone through the
Internet, retailers can be most successful when they sell a large number of unique items.
The online real estate professional is not unlike the online retailer. There is a significant
amount of competition to be found online and to be listed on page one of the search engine
results.
Savvy real estate professionals recognize the benefits of “the long tail” and structure their
Internet marketing accordingly. We all want to show up on page one of the search engines
for certain search terms. And we can all agree that it is very difficult to rank on page one
for terms such as Los Angeles Real Estate or Manhattan Homes for Sale. Believe it or not,
it’s okay if we don’t show up on page one for those search terms.
Long Tails Attract Strong Leads

Generally, homebuyers that enter the phrase “Los Angeles Homes for Sale” on Google or
Bing are not very far along in the decision-making process. These individuals are not ready
to buy; they have not narrowed down Los Angeles to the specific neighborhoods that they
like. That’s why they are searching the entire city’s real estate opportunities online.
Statistics show that individuals who use the search engines to search for very specific
subdivisions or neighborhoods within a city are ready to buy. These individuals using
specific search terms will be your hottest leads and your easiest leads to convert. If you are
just beginning to develop an Internet marketing strategy, don’t fret about those real estate
professionals who show up on page one for city names. Focus on using smaller
communities when creating your keyword strategies, and you will see increased success
on search results pages and in your lead conversion.
Ready to Buy?
While the secrets to showing up on page one can fill an entire eBook, it is important to
understand the “long tail” philosophy and to know that those who find you on the Internet
may be ready to buy immediately or not for years. Whatever the case, when you follow up
regularly, you can convert many prospective buyers into happy homeowners.
Here are some things to consider when communicating with prospective buyers that you
have connected with on the Internet:
8
• How far along in the buying process is the prospective homebuyer?

• Is the prospective buyer already pre-qualified for a mortgage? (if applicable)
• Does the prospective buyer know what he or she can afford to spend on a home?
• Does the prospective buyer know exactly where he or she wants to live? That is,
has the prospective buyer narrowed down a city to specific communities or
neighborhoods of interest?
Since we cannot control the types of prospective homebuyers that will find us online and
we do not immediately know how far along the prospective homebuyer might be in the
decision-making process, it is important to adjust communication accordingly.
No book can tell you how to “sense” where a prospective homebuyer is in the decision-
making process. If you recognize that you do not need to go through the entire scripted
process outlined in this eBook in order to be successful with a prospective homebuyer, feel
free to abandon ship and go sell some property!
9
Learn to Act Like Sherlock Holmes

Depending upon how a lead is generated, a real estate professional might have only a
limited amount of information about the prospective homebuyer. Consider yourself lucky
if you have a prospective buyer’s phone number. If you have a home address, you’ve struck
gold! Most Internet leads include only a first name and an email address.
Even though you’ve got only a name and an email address, don’t despair. That could very
well be enough to convert your Internet lead into a client.
You think that you are a real estate professional? Well, right now with your Internet lead’s
name and email address, you need to be a detective like Sherlock Holmes. Use Google or
another Internet search engine to gather additional information about this individual.
Input the email address or the phone number into the search bar and see whether it
generates any results. You can also attempt to search Facebook or LinkedIn to put a name
with a face.
If you were lucky enough to strike gold and obtain a mailing address, then you have more
homework to do. Use the public records information available to you as a REALTOR® to
search the property address. Is your Internet lead an owner or a tenant at the mailing
address provided?
If your lead is an owner, consider the following: Is the home currently for sale? How long
has the lead resided at the property? Could this possibly be an opportunity for both a
purchase and a sale? Or, if the lead is a tenant, could this individual be a first-time
homebuyer?
With the information that you gleaned from your work as a detective, you can do a far
better job in any communication with the prospective client. You are now armed with the
most important weapon… knowledge.!
10
Prepare Your Communication

Campaign
How you manage your lead conversion communication campaign depends a great deal
upon the kind and amount of information you collected about your Internet lead. For
example, if you only have an email address, than you are limited to sending emails. But if
you have a mobile phone number or a mailing address, you can call, text, and even send
direct mail.
The next section provides sample scripts for practicing the rule of eleven—the high impact
campaign for successful real estate lead conversion. That is, you will be provided with a
sample recipe for success in converting Internet leads into homebuyers. The recipe
includes sample emails, sample texts, and sample phone scripts and note cards. Depending
upon the information provided by your lead, you may only be able to use certain bits and
pieces.
When you use the scripts and follow the processes provided, your prospective buyers will
“warm up” to you. And if you are lucky, they will even eat your broccoli.
When to Abandon Ship

As previously mentioned, if at any time during this campaign, you succeed in setting an
appointment and showing property, you should abandon the campaign and work towards
putting your client into the property of his or her choice. Please also note that the
recommended timeframes are just a guide. It is your responsibility to pace each campaign
in a way that you believe to appropriate for your clients and your business. This eBook is
meant to be a practical guide to master real estate lead conversion. Feel free to use these
tools as you deem fit.
11
The Daily Communication Process

1. You Receive a Lead
(Respond Immediately)
You receive an Internet lead. Perhaps it came to you from your own website. Or, maybe it
came to you via Zillow, Trulia, Realtor.com or some other online real estate resource.
Generally, the lead will appear in your email inbox. Now is the time to begin your
communication campaign—the one that presents your “unpalatable” vegetable eleven
times.
As you go through the checklist below, always remember that time is of the essence.
According to the Kellogg School of Management’s report on lead responses, you are one
hundred times (that’s 100 times) more likely to connect with an Internet lead if you
respond within five minutes.
Keeping in mind that time is of the essence and keeping in mind that these are merely
suggested dialogues and scripts, follow the steps below in order to convert your Internet
lead into a client.
You just received contact from an Internet lead…
! Did you receive a phone number? If so, contact the lead via telephone. See the
Introductory Phone Script (item 1.1) for a suggested dialogue. You may also check
out the information on Warm and Cold Calls later in this book.
! Did the individual answer the phone? If so, engage this prospective homebuyer in
conversation around the Internet query. If you are not sure what to say, use the
Lead Engagement Worksheet (item 1.2).
! If the individual did not answer the phone, leave a message such as the sample
Introductory Voicemail Script (item 1.3).
! If you had a conversation with the prospective homebuyer, send a Follow Up Email
(item 1.4) like the sample.
! No phone number? Only an email address. Send an Introductory Email Greeting
(item 1.5) such as the one presented.
! If you have a mobile phone number, and did not speak with the lead, try sending an
Introductory Text Message (item 1.6) like the sample (optional).
! If you did speak with the lead on the phone, you can send a Thank You Text
Message (item 1.7)
! Do you have the lead’s mailing address? If so, send a note card and two business
cards. You can use the suggested Sample Note Card Message (item 1.8).
12
item 1.1 • Introductory Phone Script
Hello LEAD NAME,1
This will only take a second. My name is NAME with COMPANY. I’m just calling to
thank you for checking out my real estate website NAME THE SITE (OR SPECIFIY
WHERE THE LEAD CAME FROM) and wanted to see if you had any questions
about buying property in CITY OF INTEREST?
(IF YOU ARE ABLE TO ENGAGE THE LEAD IN CONVERSATION, ASK QUESTIONS
FROM THE LEAD ENGAGEMENT WORKSHEET 1.2)
item 1.2 • Lead Engagement Worksheet
When you are speaking with a new client, a prospective client, or an Internet lead, listen
very carefully and attempt to gather as much information as possible. The more you know,
the better you can meet the needs of the buyer prospect. Use the Lead Engagement
Worksheet on the next page to document the information you gather in your
conversation.
You may want to print multiple copies and use them to document information gathered in
conversations with prospective homebuyers.
1
Please note that capital letters are used to indicate areas when you should insert your own
wording and further customize the sample scripts provided. That is, the words in capital letters are
notes for you and NOT items that should be including when speaking with or writing to prospective
clients.
13
Lead Engagement Worksheet
Date:
Name: Phone:
Address: Email:
How did you find this property?

What was it that you liked about this property?
Can you tell me a little more about what you are looking for in a home?
Price: Square Feet # of Bedrooms # of Baths
Location:
Other Features / Notes:
Will you be paying cash or will you be financing the home?

Have you been pre-approved by a lender? Y/N
Y: Who is your lender? N: Put lead in contact with a few local lenders.
Are you currently working with an agent? Y/N

Y: Have you signed a Buyer Representation Agreement with that agent?
Do you currently own or rent?

O: Is your home currently for sale? R: When does your lease expire?
Would you like to sell your home before buying another?

How long have you been looking at homes?
How soon would you like to move?
Why are you planning to move?
At the end of the conversion, offer to meet the prospect to show property, introduce a lender, or provide an
item of value that will help cement your relationship as the REALTOR® of choice.
14
item 1.3 • Introductory Voicemail Script
Hi there, LEAD NAME.
It’s NAME. I’m responding to your message. If you have a second, can you please
call me at YOUR CELL PHONE NUMBER?
item 1.4 • Follow Up Email!
SUBJ LINE: thanks again
I just left you're a voicemail (OPTIONAL. USE ONLY IF YOU DID).
My name is NAME with COMPANY. Just wanted to say thanks for visiting our
real estate website, NAME THE SITE (OR WHEREVER THE LEAD CAME FROM)
and check in to see if you needed info on hot deals in CITY OF INTEREST?
If you have a minute, please call or text me at YOUR CELL PHONE NUMBER. Or,
you can email me at this email address.
Thanks,
YOUR SIGNATURE
15
item 1.5 • Introductory Email Greeting!
SUBJ LINE: Thanks so much
My name is NAME with COMPANY. Just a quick thanks for visiting our real
estate website, NAME THE SITE (OR WHEREVER THE LEAD CAME FROM) and
wanted to see if you wanted some real estate info on hot deals in CITY OF
INTEREST?
If you have a minute, you can call or text me at YOUR CELL PHONE NUMBER.
You can also email me at this email address.
Thanks,
YOUR SIGNATURE
item 1.6 • Introductory Text Message
Just left you a message. Please call me. —YOUR NAME
item 1.7 • Thank You Text Message
Great speaking with you. I’ll be in touch with some good deals that meet your
needs! —YOUR NAME
16
item 1.8 • Sample Note Card Message
Dear LEAD NAME:
It was great talking with you on the phone today, and (USE ONLY IF
APPLICABLE) I look forward to helping you with the purchase of a home in AREA
OF INTEREST (OR… ADD SOME INFO BASED ON WHAT YOU KNOW). I wanted to
also give you my personal information. You can call me anytime at YOUR CELL or
you can email me at YOUR EMAIL ADDRESS.
I actually just heard about two awesome opportunities in CITY OF INTEREST.

When can we meet to go check them out? I’m open on ENTER YOUR
AVAILABILITY. Hope to hear from you soon!
Regards,
YOUR SIGNATURE
17
2. Such a Deal
(Send 1–3 Days After Lead Was Received)
You have already completed the steps in the previous section when you received your
Internet lead, but you must do more. You cannot expect that just because you left a
voicemail or sent an email message, someone who does not know you is going to return
your call. Within 48 hours of making your first communication attempt, follow these steps
for continued communication.
! Send One for You Email (item 2.1) below.

! Use the Sherlock Holmes detective tips previously provided and send a Facebook
Message (such as item 2.2).
item 2.1 • One for You Email
SUBJ LINE: this one is good
I just heard about an amazing deal in NAME OF CITY priced under NAME A
PRICE. If you are interested, let me know.
Regards,
YOUR SIGNATURE
item 2.2 • Facebook Message
Hi, LEAD NAME.
I just searched my contacts on Facebook and your profile showed up. (MAKE
SOME INTERESTING PERSONAL CONNECTION.) You visited my site, and I
thought I would put a name to the face. I hope we can touch base soon.
18
3. I’m Free
Some people prefer face-to-face communication and others prefer emails or text
messages. Use these suggested communication strategies and scripts to attempt
communication with prospective homebuyers.
! Send I’m Free Email (item 3.1) or Video Email (item 3.2) using bombbomb.com or
other video email tools to create a video email message.
! Try to make another call and if there is no answer, leave a message using the
Voicemail Script (item 3.3).
item 3.1 • I’m Free Email
SUBJ LINE: what time?
Hello, LEAD NAME.
Would you like to view some properties this week? What day and times work best
for you? I free on STATE YOUR AVAILABILITY.
Thanks,
YOUR SIGNATURE
item 3.2 • Video Email
SUBJ LINE: what time?
Hey there. I’m so happy to be able to connect with you. I love video; it gives you an
opportunity to see that I am a real person and I am available to assist you with
your real estate needs. I specialize in NAME YOUR SPECIALTY. In fact, I have a
list of the three best deals in your area that I would love to show you. Are you
free? Please call me at YOUR CELL PHONE. I look forward to hearing from you.
19
item 3.3 • Voicemail Script
Hello, LEAD NAME.
Someone in my office just told me about a great property that is coming on the
market in the next week and I wanted to see if it fit your criteria before the rest of
the general public and agents got to know about it. Please contact me as soon as
possible at YOUR CELL so that I can give you more information about this
amazing deal. Thanks!
20
4. I’ve Got the Goods

Research shows that when you offer a free item of value, it is easier to make a meaningful
connection. Consider items of value that you could offer to clients, such as a free
foreclosure list, a coupon for a complimentary home buying consultation, or even a free
booklet on the home buying process. You can use the suggested email here or create your
own to use as the next step in your lead conversion campaign.
! Send the Free Stuff Email (item 4.1). Don’t forget to share a link to some sweet
deals in your email.
item 4.1 • Free Stuff Email
SUBJ LINE: can’t believe it’s free
I just realized that I am not sure if you are from NAME OF CITY or if you are
relocating?
If you live around here, I can whip up an analysis of your property’s value for you.
And if you are relocating to NAME OF CITY, I’d like to send you some information
about our area.
Here’s a link to a few amazing deals in NAME OF CITY: (INSERT LINK). Let me
know if you have any questions!
Regards,
YOUR SIGNATURE
21
5. I Need You!
In order to be the best agent you can be, it is important to get honest feedback from
clients. Why not test the waters by asking for feedback and sending a free item of value to
your Internet lead in order to facilitate communication?
! Send Please Be Honest Email (item 5.1). Include a free item of value such as a list of
local good deals or a homebuyer’s eBook.
item 5.1 • Please Be Honest Email
SUBJ LINE – can you tell me this?
Hello LEAD NAME.
I want to send you exactly the types of homes that you want. Am I sending what
you are looking for or do I need to make some changes?
Here is a list of the homes that have recently reduced their sale price: (INSERT
LINK). My past clients have found that sellers who reduce their prices are highly
motivated. If you are looking for a good deal, please check out these properties.
(CHANGE THIS PARAGRAPH IF YOU ARE SENDING AN EBOOK OR OTHER FREE
ITEM).
I have an opening STATE AVAILABILITY if you would like to tour some local
properties.
Regards,
YOUR SIGNATURE
22
6. Want Extra Info?

While it certainly is not true, the general public has the perception that hiring a real estate
professional is useless. Many homebuyers do not recognize the perceived value of the
agent; they believe that what they see and read on the Internet is everything they need to
know in order to get into their next home. You need to make them feel that you will create
a special experience for them. This next part of the campaign demonstrates what you can
offer that the Internet cannot.
! Send Get On My List Email (item 6.1).

! Make another follow up phone call, and leave a Voicemail (item 3.3) if nobody
answers the phone.
! If you have a mobile phone number, you may send a Text Message (item 6.2).
item 6.1 • Get On My List Email
SUBJ LINE – I’d like to add you to the list
Hi, LEAD NAME
Did you know that the online property sites don’t tell you everything you need to
know about a home? I’d love to get you the whole story on any homes that may
interest you. So, can I put you on my exclusive homebuyer list? I’ll send you
special information about properties in AREA OF INTEREST.
Regards,
YOUR SIGNATURE
!
item 6.2 • Text Message
!
Are you interested in seeing some of the properties I emailed to you? Call or text
me. –YOUR NAME
23
7. I’ve Got a Property Just for You

Here’s where you’ll need to be a detective, just like we discussed earlier in the eBook.
Using the back end of your IDX feed or the information that you have about your
prospective lead’s home search, send an enticing property that may be of interest.
! Send This One Is Special Email (item 7.1).

! If the Internet lead has continued to visit your site, research this individual’s IDX
activity. Try to customize the This One Is Special Email so that it takes the IDX
search information into account.
! Search other social media platforms and send a Direct Message (item 7.2).
item 7.1 • This One Is Special Email
SUBJ LINE: USE A MAGNETIC SUBJECT LINE FROM THE MAGNETIC SUBJECT
LINE SECTION OF THIS BOOK.
Hi, LEAD NAME.
I know of a PROPERTY TYPE that is about to come on the market and I think it
will be under PRICE. I’d love to get you in there to have a look before it hits the
Internet. Are you available?
Let me know.
YOUR SIGNATURE
24
item 7.2 • Direct Message
Hi, LEAD NAME.
I just searched my email address book on LinkedIn (CHANGE TO CORRECT

SOCIAL MEDIA PLATFORM) and your profile showed up. (MAKE AN
INTERESTING PERSONAL CONNECTION.) You visited my site the other day and I
wanted to let you know that I look forward to connecting with you! Here’s my cell
when you are ready to talk real estate.
YOUR NAME
CELL PHONE NUMBER
25
8. I Work With Sellers

Although you have already done a lot of research, you never know the complete story
behind your Internet lead until you connect. It’s possible that the individual might actually
be a prospective seller and not a prospective buyer. Why not work that angle with an email
such as the one presented here?
! Send Home Value Email (item 8.1) email.

! Make another follow up phone call, and leave You’re Busy Voicemail (item 8.2) if
nobody answers.
item 8.1 • Home Value Email
SUBJ LINE – not sure about this
Hello, LEAD NAME.
Just wanted to check in with you because I am not sure. Sometimes people look at
my site because they want to compare homes on the site with their own. Is this
you?
If so, I can give you a complete Broker Price Opinion and comprehensive analysis
of your home’s value.
If you’re interested, please let me know.
Regards,
YOUR SIGNATURE
item 8.2 • You’re Busy Voicemail
Wanted let you know about a great deal that just landed in my lap. If you are
interested, please contact me at YOUR CELL.
26
9. Want to Win?
Who doesn’t love to win a prize? Don’t you just dream of winning the lottery? Aren’t you
excited when your name is drawn at a raffle? This final email in the series taps into an
individual’s love to win a prize and gets fence sitters to contact you directly.
! Send Winner, Winner Email (item 9.1)

! Send another social media message (item 7.2) if you have more than one platform
available to you, so that you locate the Internet lead on multiple platforms.
! Call once more, and leave a One More Time Voicemail (item 9.2) if nobody
answers.
item 9.1 • Winner, Winner Email
SUBJ LINE – Winner winner
I’ve got this great contest going on. I will be awarding NAME GIFT to anyone that
gives me the name of someone that they know who is ready to buy or sell right
now. And, if they buy or sell with me, you receive NAME GIFT. Can you please let
me know if you can help?
Regards,
YOUR SIGNATURE
item 9.2 • One More Time
Hi, LEAD NAME.
This is NAME with COMPANY and I’ve been trying to follow up with you for the
last week or so. Can you please let me know if you would like me to continue
sending you information about the latest deals in NAME OF CITY? You can call me
at YOUR PHONE NUMBER. I hope to hear from you soon!
27
10. Moving Forward

You’ve done an amazing job attempting to communicate with the Internet lead, but it’s
possible that you never made contact. You know that the lead’s email address is correct
because you have not received an “undeliverable” message from the email service
provider. So why hasn’t the lead reached out to you?
Clearly, not everyone will warm up to you as quickly as you had hoped, despite the fact
that you’ve worked your fanny off trying to make communication. Follow these
instructions and never give up. One of my clients actually received an Internet lead in 2009
and finally converted that lead in 2013. It costs less than a penny per person to send an
email campaign. After completing the initial communication campaign that was reviewed
in the previous section, the automated email campaign is the next step in the lead
conversion process.
! If you think that the lead is invalid and will never be valid at any point in the future,
then cease all communication attempts at this time.
! If you believe the lead is a real person and that you may be able to convert that
individual into a future homebuyer, follow the advice in the remainder of this
eBook and put this prospective buyer into an email campaign. (Always be careful
not to violate the CAN-SPAM Act, which you can learn more about in the
Recommended Reading section of this eBook.)
28
Automate Your Daily Activities
Email Marketing
One of the biggest challenges of developing a lead conversion campaign and sticking to it is
the sheer amount of activities that need to be coordinated at one time. Imagine that you
are working with several Internet leads at different stages in the campaign, you are
showing property to a few homebuyers, and you have a listing or two. Successfully
coordinating these different activities can be very challenging. The good news is that busy
real estate professionals have a two great resources available to them: email templates
and auto responders.
Email templates are available within a number of Real Estate Customer Relationship
Management (CRM) programs. If you purchase a program that has email templates, all you
need to do is add any lead to a pre-written campaign, and then everything is scheduled and
automated by the program itself. Because of programs like these, one Internet lead can
receive up to five years worth of emails as a result of sixty seconds of your time. Another
option is auto responders, which can be used in conjunction with the CRM or as a stand-
alone email campaign.
Auto Responders
Auto responders, or automated emails, are designed to be sent in a set sequence after a
user’s email address is captured. Typically the end goal of an auto responder email series is
to get the recipient to do something. In the case of the real estate professional, the auto
responder can be used convert the recipient into a homebuyer or home seller or it can be
used to keep in touch with past clients. When used effectively, auto responders offer
unique benefits in that they can produce results with a limited amount of effort on your
part after the initial build out of your marketing program.
What Is an Auto Responder and How Does It Work?
An auto responder is exactly what it sounds like: it is an automated sequence of emails that
are triggered when a user signs up for an email list or provides an email address to you or
your company. Typically, the process works like this:
1. A user submits an email address and receives a welcome email (most likely after
a confirmation opt-in email) or a prospective homebuyer expresses interest in a
29
property and submits a request for more information via email. At that time, the
Internet lead can be manually added to your list.
2. Usually one day after the customer signs up for the email list and receives the
welcome email, the first of a series of “auto responders” is sent.
3. Following that, you can program emails to be automatically sent to the
subscriber, most often with a few days between each sent email.
4. If you have not been able to convert the lead with a rapid fire set of auto
responders, it is a good idea to move the lead to a list of individuals that receive
monthly emails offering your services or expressing non-denominational holiday
wishes.
What Is the Typical Content of an Auto Responder?
While the goal of this eBook is NOT to provide you with a 4-day course on development of
auto responders, know that you can create auto responder messages using information
from the included scripts and sample emails. However, you will need to make sure that
your information is evergreen. That is, if you plan to use auto responders, the email
messages need to apply to all potential homebuyers and Internet leads; they cannot be
customized by city, community, or price point.
Information on companies that offer email marketing tools and auto responders is listed in
the Email Marketing Tools section of this eBook.
30
Magnetic Subject Lines

Whether you are using the suggested email messages provided in this eBook or whether
you are creating your own, you must understand one other required tactic of your lead
conversion campaign. That’s the magnetic subject line.
Marketing professionals who study the open rates of email messages recognize that
certain “sales” email messages get opened more often than others. They attribute the
different open rates to the quality of the email subject line. People get so many email
messages these days that they often do not open all of their email. They trash the
messages that they consider spam, and you do not want your email to be placed in the
trash.
In order to avoid the trash, you need to craft a magnetic subject line—something that will
entice the Internet lead to open your email message. In the Recommended Reading
section of this eBook, there is a great article listed which will show you how to write
spectacular subject lines that will help to assure that your email gets opened.
(Sidebar: It is interesting to note that email messages with racy or inappropriate language in the
subject line have a significantly higher open rate.)
31
Customer Relationship Management Platforms

Real estate is all about relationships—creating new relationships and sustaining the ones
that you already have. There are all sorts of CRMs with a wide variety of add-on
components. Some even include built-in homebuyer and holiday email campaigns, so that
you don’t even need to write emails yourself. (Note that the list below is not
comprehensive list and these platforms are listed in here alphabetical order.)
• Act!
• Dotloop
• Gmail
• Ixact Contact
• Microsoft Outlook
• My Real Estate Tools
• PlanPlus Online for Real Estate
• Real Estate Client Management for Outlook
• Real Estate Success Tools
• RealFuture CRM 2.0 / Prospect Converter
• Realty Juggler
• RealtySync
• Sharper Agent
• Top Producer
• Wise Agent
Email Marketing Tools

While many of the CRMs mentioned in the previous section include email marketing as
part of their system, there are some that do not. If you plan to utilize auto responders, here
is a list of cross-industry email marketing tools that can help you. Some of these companies
have a free plan and others offer monthly pricing plans based upon the number of
subscribers you have on your list.
• Constant Contact
• GetResponse
• iContact
• Infusionsoft
• Mailchimp
• My Emma
• Vertical Response
32
Prospecting: Warm and Cold Calls

One of the key components to lead conversion is the cold (or warm) call. Cold calling is
soliciting potential customers who were not expecting to speak with you. The term “cold”
refers to the fact that you haven’t laid any groundwork for your call. If you are calling
prospects who have already expressed interest in your products, such as a prospect who
fills out a postcard or website request for information, then it’s referred to as “warm
calling.”
Cold calling is one of the least liked tasks in real estate. It’s emotionally demanding
because receiving a cold call can bring out the worst in people... so agents launching into a
round of cold calls can expect verbal abuse, prospects who hang up on them, and even
occasional threats. The best approach is to remind yourself that the recipient is not
rejecting you; he or she is simply reacting to the situation. Just let any hostility roll off and
move on to the next name on the list.
The warm calls that you make as part of your Internet lead conversion campaign can also
be challenging. It takes practice to master your scripts and get comfortable making calls to
people who you do not know well. In the Recommended Reading section of this eBook,
there are some great resources listed that will help you develop stronger phone skills for
your lead conversion campaign.
33
Recommended Reading
Clark, Brian. “10 Sure-Fire Headline Formulas That Work.” Copyblogger.
Hill, Napoleon. Think and Grow Rich. Napoleon Hill Foundation, 1937.
Krogue, Ken and Kraig Kleeman. The Art of Cold Calling and the Science of Contact Ratios.
Inside Sales.
Searcy, Tom. “How to Get People to Answer Your Call.” Inc.com
Stauffer, Ron. “The CAN-SPAM Act in Plain English.” Infront Webworks.
34
What’s Next?
In real estate, there is never a dull moment. There is always something to do and
something to learn. Someone is always offering a better, faster, easier, more enticing
solution that guarantees you increased success.
The problem that many agents face is time. There are never enough hours in the day,
weeks in the month, or months in the year to accomplish everything that you want from
your real estate business.
After personally polling hundreds (perhaps thousands) of agents, I’ve learned that the real
estate professional’s biggest challenges are technology and time. I’ve even seen agents so
frustrated with these factors that they quit selling real estate and find a traditional job
working 40 hours a week.
But… the truth is that there is a better solution. It’s time management. I’ve created three
products to help agents solve their difficult time management problems.
1. The Essential Daily Planner for Real Estate Agents: Success in 10 Minutes a Day.
Endorsed by Barbara Corcoran, real estate mogul and star of ABC’s Shark Tank, this
daily planner helps agents stay organized and on task amid the distractions.
2. Transaction 911. California real estate professionals can take advantage of the
transaction coordinating, compliance services, and paperwork preparation offered
by Transaction 911. Agents save hundreds of hours by outsourcing annoying tasks.
With Transaction 911, agents can now focus on what they do best: list and sell
property. Real estate professionals across the nation can download a FREE copy of
Master the Paperless Transaction offered by Transaction 911. This eBook will show
you how to leverage time and energy through the online tools resources.
3. Short Sale Expeditor®. Are you spending countless hours attempting to work with
the short sale lenders on just one deal? Can you imagine how many deals you could
put in your pipeline while someone else did this dirty work? Visit the Short Sale
Expeditor® website to learn how this nationally recognized company can help you
take your real estate business to the next level.
Sharing is caring. If you liked this eBook…
please share it on Facebook, on Twitter, or on LinkedIn.
35
A personal note from Melissa Zavala…
I am so grateful to you for downloading this eBook, and I sincerely hope that the
information that I’ve shared will help you increase your success as a real estate
professional. I’d like to hear from you and continue the conversation.
Here’s how you can get in touch with me…
Mailing Address:
Broadpoint Properties
220 W Second Avenue
Escondido, CA 92025
760.839.3838
Email: info@melissazavala.com
Twitter: @melissazavala
Facebook: www.facebook.com/mzavala
LinkedIn: www.linkedin.com/in/melissazavala
36

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Auto Responders .....................................................................................................................................29!

The Rule of Eleven

According to the interviewee, when something unpalatable is presented eleven times in a

Understand the Internet Lead

The Long Tail Approach to Lead Generation

Long Tails Attract Strong Leads

• How far along in the buying process is the prospective homebuyer?

Learn to Act Like Sherlock Holmes

Prepare Your Communication

When to Abandon Ship

The Daily Communication Process

You just received contact from an Internet lead…

item 1.1 • Introductory Phone Script

Hello LEAD NAME,1

item 1.2 • Lead Engagement Worksheet

Lead Engagement Worksheet

How did you find this property?

Will you be paying cash or will you be financing the home?

Are you currently working with an agent? Y/N

Do you currently own or rent?

Would you like to sell your home before buying another?

item 1.3 • Introductory Voicemail Script

Hi there, LEAD NAME.

item 1.4 • Follow Up Email!

SUBJ LINE: thanks again

Hi there, LEAD NAME.

I just left you're a voicemail (OPTIONAL. USE ONLY IF YOU DID).

item 1.5 • Introductory Email Greeting!

SUBJ LINE: Thanks so much

Hi there, LEAD NAME.

item 1.6 • Introductory Text Message

Just left you a message. Please call me. —YOUR NAME

item 1.7 • Thank You Text Message

item 1.8 • Sample Note Card Message

Dear LEAD NAME:

I actually just heard about two awesome opportunities in CITY OF INTEREST.

! Send One for You Email (item 2.1) below.

item 2.1 • One for You Email

SUBJ LINE: this one is good

Hi there, LEAD NAME.

item 2.2 • Facebook Message

Hi, LEAD NAME.

item 3.1 • I’m Free Email

SUBJ LINE: what time?

Hello, LEAD NAME.

item 3.2 • Video Email

SUBJ LINE: what time?

item 3.3 • Voicemail Script

Hello, LEAD NAME.

4. I’ve Got the Goods

item 4.1 • Free Stuff Email

SUBJ LINE: can’t believe it’s free

Hi there, LEAD NAME.

item 5.1 • Please Be Honest Email

SUBJ LINE – can you tell me this?