LEAD CONVERSION SYSTEM OVERVIEW
This document outlines our real estate lead conversion system. It involves a whole team of people with tools and processes that lead to our ultimate goal of Serving People, Selling Property. It’s designed for team leaders, administrative personnel and agents to fully understand the system as a whole so we can serve more people. This document is copyrighted and cannot be duplicated without consent of an officer of Keeton Realty LLC.
SOURCES
Keeton & Co has a wide variety of sources to target clients. Below are a few:
Zillow Flex
Realtor.com
Homelight
Google Local
Realty.com
Company Reputation
Ojo.com
Ylopo (lovevarealestate.com)
Sierra (keetonandcompany.com)
Easy Agent Pro (goochlandliving.com)
Christian Real Estate Network
Cobb & Co Property Management
Facebook Ads
55+ Communities
Homes List
Seller Leads
Fast Expert
Google PPC
Homes.com
Listings
MelloHomes
Opcity
Referrals
Etc…
PROCESS
The following processes are designed to optimize our Inside Sales team and Real Estate agents' workflows as they engage with company leads. Leveraging FUB and MaverickRE, our procedures ensure streamlined communication, efficient lead management, and personalized interactions, ultimately fostering enhanced client satisfaction and strength sales growth.
ISA Team
The ISA team consists of Inside Sales Agents who’s roles are to build relationships with company leads, nurture them and provide value until they are ready to meet an agent (outside sales agent). The primarily focus on “Unmet” leads. Once they are met by an agent it is the agents responsibility to follow up with the lead and follow these processes to convert them in to a closed sale. Their standards are 125 calls and at least 2 non nurture appointments per day.
Stages
Stages are an important way to define where leads are in the buying or selling process. It is imperative that the stages are kept up to date so that the whole works properly.
ISA Stages (un-met)
Lead: new and uncontacted leads
ISA Hot: good conversation, close to an appointment
ISA Warm: good conversation but not close to an appointment
ISA Cold: looking to buy or sell but not a warm conversation
ISA Freezing: not a warm conversation and not close to buying or selling
Appointment Set
Attempted Contact
Spoke with Customer: Zillow specific - not ready for an appointment - put here before changing to Nurture stage
Nurture: Zillow specific - not ready for an appointment - only change to this stage after 30 days of following up
Agent Stages (met)
Met Seller Awaiting Answer
Pre-Listing
Listing Agreement
Active Listing
Met with Customer
Showing Homes
Submitting Offers
Under Contract
Nurture
Inactive
Closed
Smart Lists
Smart lists are a set of filters that help our agents and ISA’s know who to contact, when they should be contacted and what should be said to them. Smart lists help agents and ISA’s sort the database to be most efficient with their time.
The ISA Smart Lists are labeled 1-14 in FUB.
New A / B / C needs to be emptied each morning, mid-day, and night. Set up the next ISA on shift for success.
New A, lists 7,8,9 and 10 need to be double-called when reaching out.
The lists all have different filters that cause clients to fall into them when certain criteria occur.
They are to be cleared out as thoroughly as possible each day, if not, completely emptied.
All NEW LEADS are routed to ISA Team Pond (First to claim), if no one claims, they are released to the ISA Buyer / Seller Pond.
All leads should be called - even if the lead requests for a text or email communication
If no contact is made - leave the stage as “lead” - do not change to “attempted contact” so it will fall into appropriate lists
Tasks are not needed as reminders to call the leads because the Smart Lists will act as the reminder
ISA Smart Lists
Each list has a different filter set. These lists are not seen by the outside agents.
New A
Filters: New leads that are created less than 48 hours, leads that are under “Lead” stage and in the “ISA Pond”, “Last Call” is empty, “Source” excludes zbuyer.com and “Agent” includes Allie Smith & the ISA Team members.
New B
Filters: Leads that are created less 48 hours, has no communication with the lead yet, leads that are under “Lead” stage, last communication from our ISA’s “was more than 2 hours” and not empty, “Phone” is good and “Agent” includes Allie Smith & the ISA Team members.
New C
Filters: Leads that are in the system for 2 days but haven’t been in contact,” Created” less than 10 days ago, calls made is less than 10, last communication was more than “6 hours ago”, leads that are under “Lead” stage, “Phone” is good,” Text” sent is less than 5 and “Agent” includes Allie Smith & the ISA Team members.
ISA Appts - HELD Need Follow-Up:
Filters: Last Text Received “was more than 30 days ago”, Last Text Sent “was more than 30 days ago”, Last Call Made “was more than 30 days ago”, Stage includes “Showing Homes, Submitting Offers, Appointment Set, Met Seller Awaiting Answer, Met Customer, Pre-Listing, Waiting on Finances”, Stage excludes “Closed, & Agent Recruiting”, Tags “includes – Met”
ISA Appts - Not Met
Filters: Source “excludes any of Personal Lead”, Stage “Includes – Appointment Set”, Last Communication “was more than 1 week ago”, Ponds Excludes “Do not Contact”
Seller Engaged
Filters: Agent includes “ISA Team Members”, Pond “excludes Agent Recruiting, Spam/Marketing Calls, Vendors, Investor/Commercial Properties Tags “Excludes any of YLOPO_AGENT_SITE”, Tags “includes HOMEBOT_ENGAGED, Fello New Lead, Fello Update Lead, Fello Home Value Lead, Fello Cash Offer Lead”, Y_SELLER_REPORT_VIEWED, Y_SELLER_SELF_GENERATED, Y_SELLER_REPORT_ENGAGED, Y_SELLER_VIEWED_SIMILAR_LISTINGS
Website Engaged
Filters: Agent includes “ISA Team Members”, Pond “excludes Agent Recruiting, Spam/Marketing Calls, Vendors, Investor/Commercial Properties”, Source excludes “Cobb & Co Property Management, Company MLS Number, Daniel’s MLS Number, Broker Help Number”, Last Communication “was more 3 days ago”, Last Visit “was less than 3 days ago”.
Zillow Engaged
Filters: Last Text / Call send “was more than 3 days ago”, Tags include “ZILLOW_ENGAGED, Zillow specific Home Interest, Zillow reengaged Buyer, Zillow high intent”, Agent includes “ISA Team Members”
YPRIORITY
Filters: Agent includes “ISA Team Members”, Tags includes “YPRIORITY”
AI Engaged:
Filters: Agent includes “ISA Team members”, Tags “includes AI_Engaged, AI_Interested AI_NEEDS_FOLLOW_UP”.
Texting Betty Engaged:
Filters: Tags “includes Texting_Betty_Engaged_”
Weekly
Filters: Last Communication “was more than 7 days ago”, Stage includes “ISA ONLY – Hot, Spoke with Customer”.
Bi-Weekly
Filters: Last Communication “was more than 14 days ago”, Stage includes “ISA ONLY – Warm”.
Monthly
Filters: Last Communication “was more than 30 days ago”, Stage includes “ISA ONLY – Cold (Nurture), ISA ONLY – Freezing 12+ Months, Nurture”.
Agents Smart Lists
Hot Active Clients Weekly:
Filters: Last Text Received “more than 3 days ago”, Last Text Sent “more than 3 days ago”, Last Call “more than 3 days ago”, Stage includes “Spoke with customer, Met seller awaiting answer, showing homes, submitting offers, met with customer, pre-listing, listing agreement, active client, active listing”
Nurture Bi Weekly 3-6 Months
Filters: Source excludes “Personal”, Last text received “more than 21 days ago”, Last text sent “more than 21 days ago”, Last call “more than 21 days ago”, Stage includes “Nuture”
At Risk of Reassignment
Filter: Tags include “Mav_Nudge_Outstanding”
Recent Visit to Site
Filters: Last text send “more than 14 days”, Last call made “more than 14 days”, Last visit “less than 14 days ago”
Priority Alert (People Who Engaged)
In order for a lead to be removed from this smart list the agent must remove the tag. But before removing the tag, the agent should connect with the leads in an appropriate manner based on the leads activities that triggered the tag.
Filters: Last communication “more than 7 days ago”, Stage excludes “showing homes, submitting offers, active listing, under contract, met seller awaiting answer, pre-listing, met with customer, listing agreement”, Tags include “YPRIORITY, AI_NEEDS_FOLLOW_UP, AI_INTERESTED, AI_ENGAGED, HOMEBOT_ENGAGED, Fello Home Value Lead, Fello Update Lead, Fello Seller Lead, Fello CMA Lead, Fello New Lead, ZILLOW_ENGAGED, Zillow reengaged Buyer, Zillow specific home interest, Y_SELLER_REPORT_VIEWED, Y_SELLER_REPORT_ENGAGED, Y_SELLER_SELF_GENERATED, Y_SELLER_VIEWED_SIMILAR_LISTINGS”
Upcoming Appointments
Filter: Stage includes “Appointment Set”
Under Contract / Active Listing
Filter: Last communication “more than 5 days ago”, Stage includes “Under Contract, Active Listing”
Closed Clients
Filter: Stage includes “Closed”, Last communication “was more than 30 days ago”
Sphere of Influence
Filter: Last communication “more than 30 days ago”, Source includes “Personal”
Waiting on Finances
Filter: Last communication “more than 21 days ago”, Stage includes “Waiting on Finances”
Using Agent Not w/ Keeton
Filter: Stage includes “Using Agent not w/ Keeton”
Leads that ISAs connect with
If no appointment was set or they need to be nurtured, the lead will stay under the ISA’s name
The ISA who spoke with the lead will be the one to Nurture and set a task for a follow-up call.
Leads claimed by Agents
ISAs are responsible for the lead until the agent meets the lead either face-to-face or virtually, phone calls do not count as appointments
ISAs will follow up and attempt to revive. If revived, the lead will be connected to the same agent.
Once an agent meets a lead, the lead is the agent’s responsibility to get to closing
ISAs and VAs will be checking the agent’s notes
The agent is responsible for updating notes in FUB
The agent is responsible for corresponding with ISAs and VAs in FUB
If an ISA / VA / Sales Manager reviews a company lead in FUB and sees that there is no communication, they can reassign the lead away from the agent
If the agent needs help to reconnect with the lead, the agent can tag the collaborating ISA for assistance
Ponds
Ponds are groupings of leads that are not currently working with an agent.
ISA Buyer Pond
ISA Seller Pond
Already Bought/Sold: Leads who bought/sold work with an agent outside our company
Bad Credit / Not able to buy yet
Email Only: Leads whose phone numbers do not work
Renters
Not moving to VA: Leads no longer moving to VA
Spam / Marketing calls
Investor / Commercial Properties
Do Not Contact: Leads have asked us to not contact them
Closed: Closed leads from agents who are no longer with our company
UnMet Ocean: For agent prospecting
Met with Ocean: For agent prospecting
Leads with Referral Agreements: Leads we have referred out
Using Agent not w/ Keeton
Qualifying Leads
Qualifying leads is one of the most important parts of being an ISA. To qualify a lead, the ISA assures that they are answering LPMAMA. Another question they ask themselves when speaking with a client, is “Will this person close?”. A serious buyer must be willing, ready, and able. If these criteria are met, they will be able to close on a home.
L: Location- where do they want to live?
P: Price- what is their price range?
M: Motivation- what is their why?
A: Agent- do they already have an agent?
M: Mortgage- paying cash or financing?
A: Appointment!! Go for it!
A lead qualifies as an appointment from the ISAs if they
Have expressed interest in buying or selling real estate in the next 12 months
They are willing to meet an agent in person or via video call if the lead is over 60 miles from the office
They are planning to get a mortgage and have not expressed to the ISA that they are jobless.
They have not expressed to the ISA that their credit score is below 580. At that point the ISA will connect lead with a loan officer and nurture until they are ready.
Once an ISA qualifies a lead using LPMAMA, then they will set an appointment using the Maverick Lead Router Handout Form.
Handing Out Leads via ProDispatch (Pro Accounts Only)
The MaverickRE ProDispatch form will be completed by the ISA with the following parameters:
Price
Area
Timeframe
Type
Date
Notes
ISA Name
Once the ISA submits the form, the appointment information routes through Slack. Agents can claim or decline an appointment. Each agent is set up with certain parameters based on location, price point, specialty, & capacity. The lead router offers the lead to a list of agents in order based on conversation rates, capacity, & parameters. It will remain the cue of everyone above that agent until it is claimed.
ISA View in Slack
Maverick Note in FUB
After an appointment is claimed, the lead’s FUB account will automatically be assigned to the agent. Simultaneously, the Appointment Field will update.
Agent Lead Claiming Protocol
Agents are to check their calendar to see if they are available at the time of the appointment
If the agent is available and wants to take the lead, press Claim Lead.
If the agent is not available, they can press Ignore Lead
If an agent accidentally claims the lead but cannot take it, then they are to reach out to the ISA who handed it off ASAP so they can reassign it.
Agent Lead Handoff Protocol
Send video text message within 5 minutes of handoff
Foreshadow a call within 30 minutes (I’m going to give you a call soon to go over…”)
Call within 30 minutes and provide something of value.
Call again the day of the appointment
Confirm details, build rapport, start the relationship
This prevents cancellations.
For buyer leads, find multiple homes for the first tour (in case the one they’re scheduled to see goes pending).
If the agent needs to reschedule the appointment time, then reach out to the Client Care Manager who handed the appointment out and they will reschedule it (they may lose the lead)
Agent Post Appointment Protocol
Respond to the automatic appointment text
Responding lets the Client Care Manager know the outcome of the appointment.
If Met, then it changes the Stage that the client is in
If Not Met, then it alerts the CCM to take the lead back over (it is their responsibility to reengage the client)
The text feature also allows for notes to be added to the client’s FUB account so they don’t have to go in separately to do so.
If the agent does not respond to the automatic appointment text then they MUST do the following
In FUB, tag the Client Care Manager in a Note letting them know the outcome of the appointment plus any additional notes (If Not Met, this is the last step)
If Met: Update the Stage
The target met rate for Partner Agents is 66%
If this target is not met, the Sales Manager will evaluate the following:
Lead Handoff Protocol adherence
Agent Capacity
Not meeting the target can result in the following:
Being paused from receiving new appointments from ISAs
Being removed from the lead distribution program (Multiple offenses with no change in behavior)
STANDARDS FOR AGENTS
Parameters for receiving different price points of leads:
<10 closed transactions in agent’s career, leads between $0-349k
>10 closed transactions in agent’s career, leads between $350-749k
>20 closed transactions in agent’s career, leads $750k+
Benchmark Conversion rates and how does that affect agents Capacity:
All Agents will start with 5 live company leads per rolling 30 days
Conversion target: 10% of leads handed off.
Conversion of 15% or more, Leads Received per Month: 15
Conversion of 10-14.9%, Leads Received per Month: 10
Conversion of 7-9.9%, Leads Received per Month: 5
Conversion of 5-6.9%, Leads Received per Month: 3
Conversion of 4.9 or less, Leads Received per Month: 2 or paused at the Director of Agent Success’ discretion
Agents will not be moved up or down until they receive 20 leads from the CC dept
Capacity does not “carry over” to the next month
How do Agents receive Seller Specific Leads?:
For a Partner agent to be eligible to receive seller leads, they must meet the following criteria:
15%+ conversion
Received at least 20 leads
Partner Level 2
Closed at least 5 personal listings
Attended Seller Training with Daniel Keeton
Slots are limited, so a new slot must be available
Rolling 30 days explained from MaverickRE Lead Router:
Lead capacity is calculated on a rolling 30-day schedule. Agent capacity reflects the number of total company leads that they can receive within a 30-day window.
IE: If the agent starts with a capacity of 5 and claims a lead on the fourth of April, their capacity goes down to 4 on that day. 30 days later, on the fourth of May, their capacity will be replenished by 1 back to 5. (Because they only took 1 lead in the 30-day window.)
IE: If they start with a capacity of 5 and claim a lead on the fourth of April, their capacity goes down to 4 on that day. If they claim another lead on the tenth of April, their capacity goes down to 3 on that day, since they’ve claimed 2 leads within a 30-day window. (Cap 5 - 2 leads claimed = 3). On the fourth of May, their capacity will be replenished by 1 back to 4. On the tenth of May, their capacity will be replenished back to 5, if they do not claim any more leads within that time frame.
Details of a Company Lead (aka Broker Generated Lead):
A company lead is any lead that was ‘handed off’ to an agent by an ISA or any Lead that is claimed from the Agent Prospecting Oceans. (Met With Ocean or Unmet Ocean)
ISA splits will apply to buyer and seller leads handed off by an ISA through the ‘Lead Router’.
‘Company Generated’ splits apply to all Zillow leads. (Company splits occur after Zillow takes their cut off the top.)
‘Company Generated’ splits apply to all leads converted from Agent Prospecting Ocean. (This means that the agent will earn more for converting a lead from the Ocean.)
Prospecting from the ocean does not affect capacity until an agent claims a lead.
If an agent calls a lead and the conversation does not go well, their capacity will not be affected.
If an agent calls a lead and they set an appointment, then the lead will go towards their capacity.
Theoretically, this should be a 1:1 conversion rate for the agent, and it should only BENEFIT their conversion rate.
If an agent brings in a personal lead that is already in our system, the ISA team will continue to communicate to the lead, if the agent is unable to provide sufficient evidence that they’ve been working with the lead. ISA will CEASE communication with the lead if the agent provides sufficient evidence that they’ve been communicating with the lead.
If a lead comes into our system, and they are searching for someone else, that lead and their acquaintance are considered company leads. e.g. Harry Homebuyer fills out a ‘request to see a home’ on realtor.com. Randy Realtor receives the handout and arrives at the home. Harry tells Randy that he is looking to buy a home for his daughter, Diane Homebuyer. ‘Company Generated’ splits will apply in this situation because Randy would have never met Diane, were it not for the initial connection which came via the company.
Three years after the close of the first transaction (if the client, or significant other of the lead closes on a property sale within that time with the Associate) Company leads will be considered a Personal Lead.
Agent FUB Standards
Keep Smart Lists empty.
Agents are responsible for Met Clients, the ISA team is responsible for UnMet Clients.
Our goal is for Agents to only have Met company leads that they have time for so they can build a relationship with them & help them buy/sell real estate. Sometimes having too many leads will create a counter effect and they could sell fewer homes—destructive abundance.
Hot Active Clients (List 1): Must be communicated with at minimum every 7 days. At 10 days they will be reassigned by MaverickRE.
If a client doesn’t need weekly communication & they are 6 months out, change their stage to NURTURE (6+ months out)
Nurture Clients (List 4): Must be communicated with at minimum every 30 days. At 40 days they will be reassigned by MaverickRE.
If the agent doesn’t want a lead because they are either too far out, not a good fit for them or they are not willing to reach out to them at least once a month (Nurture Stage), then tag the ISA. They will take the lead back to nurture. There is no guarantee that they’ll get the lead back. If the ISA is no longer with us, then tag the Director of Agent Success, David Giles.
If the above Appointment Protocol & FUB Standards are not met then the agent may be paused. If they get paused our Director of Agent Success, David Giles will connect with them to discuss. Remember, getting paused is NOT the end of the road - it’s a great thing - it’s giving the agent time to catch up and be more active with their current clients.
Nudging Process
Nudges are text messages that agents will receive from MaverickRE when a lead is overdue in communication (Call or text). The MaverickRE Nudging tool is designed to help agents stay on top of leads that may be slipping through the cracks. It is important that the agents do not report this number as spam so it continues to be delivered.
The Nudge will direct the agent to check their email, where MaverickRE sends a list of the leads that have “broken” the rule.
Smart list 1 is for hot/active leads that have been met with. They require communication every 3 days or less. They will appear in the agents smart list after 3 days of no coms. At 10 days of no communication, the lead will be reassigned to the Met With Ocean where they can be called on by other agents.
Smart List 4 is for Nurture leads that have been met with, but have expressed they are further than 6 months out from making a transaction. The leads will appear in the smart list after 30 days of no communications. At 40 days of no communication, the lead will be reassigned to the Met With Ocean.
On occasion the Director of Agent Success will send the Nudges from different rules that are broken, IE, Leads with Missed Calls but No Call Backs or Leads Left in the Appointment Set stage after the appointment completion stage.