You're reading this because you've already uncovered the basics with Kunversion. We have loads of information on how to generate leads and how to talk to leads. We have information about why Kunversion works. But what about the other pieces of the puzzle. How do you coach your agents and setup your system so that it all works together? Automation, configuration, ISA's, etc. It all can work in sync. It's true that Kunversion is the only system you need. This article is meant for those of you who are already familiar with lead generation, and who already have at least 50 leads per month, per agent coming in. If you are not at that level, you should revisit the basic lead generation strategies, and keep doing things through advertising and social media until you reach that level.
That being said however, as part of your Kunversion Strategy, you should be focusing on your conversion rate. PPC leads convert anywhere between 0.5% - 2% (at the most). That being said, you want to diversify where your leads come from! You want people to come to you who are at all different stages of the home buying process. So, be sure to take advantage of Kunversion and funnel your leads to it from the following sources:
- Open Houses
- Personal Referrals
Part 1: ISA or Personal Assistant Setup/Strategy
There are many approaches to this organizational process. One of the most useful, currently is to utilize an excellent feature of Chrome called "People." Because Kunversion is Google Based, it means that you can setup multiple Chrome profiles, if you are an ISA assisting more than one agent. Basically, it will allow you to run multiple instances of Chrome at the same time. Each complete with its own set of tabs, Inboxes, Kunversion Dashboards, etc. You might ask, why don't we just share leads from an ISA account? Well, as an assistant, you're not really going to be able to setup phone calls or reminders for that Agent. You can share the lead, but that's only really useful for smaller close-knit teams.
With multiple Chrome profiles, you would create multiple shortcuts at the time you configure a profile, on your desktop. Each shortcut would be the name of an Agent. So, whenever you need to log into their stuff, it's just a click away. And you don't have to worry about being confused, because their name will be stamped at the top right of Chrome for you do double check which profile you're in.
So, as leads call in, or as you need to manage them, you simply open the profile you need. And you can have multiple running at once. It's automatically organized.
Click Here to learn how to setup additional profiles.
When you have multiple profiles running:
You can create desktop shortcuts:
If you are dealing with many Agents, I would put them all in a folder. It will be much easier to manage.
Configuring Chrome in this manner is going to save you an enormous amount of time, logging in and out of Dashboards. And since each profile can have its own set of logins, you can create little worlds for each Agent your ISA can manage. They can truly operate as an assistant.
Many people run their ISA's as a call center, or they have a large queue to process from a centralized account. If you choose the approach where you have a "Catch-all" type Agent account that you distribute warm leads from, be sure to transfer the leads completely versus Share them. Note that by using this method, the reminers you set will not be shared with the Agent.
Part 2: Creating a smooth workflow
One of the more difficult things to explain is how Kunversion automates everything. It can be really difficult to relinquish control.
Essentially, it's possible for the system to do the vast majority of your work for you.
At the end of the day, the only thing you should really be doing are followup calls, and perhaps perusing your activity stream for opportunities. And, perhaps, sending out a mass text once a week, switching up your criteria each time.
It's not nearly as much work as some people pull their hair out over. There is only one exception to manual emailing, and that is during the transitionary period during which you are migrating from another system to Kunversion, but that again depends on other things as well... such as if your Imported Leads were setup on alerts or not. If they were, no need to email. If they were not, you email 50 per day until you get through your list.
Your workflow (and there are many ways to do this) will look roughly like this:
(click here for large version)
The most important detail from the above chart are the system statuses. From "Lead" to "Client" to "Past Client" it outlines why this base-method for organization is so critical. Everything about the "Lead" status facilitates incubation. Everything about the "Client" status enables your business processes. And "Past Clients" have their own purpose, additionally with that monthly, indefinite, email followup.
The consistent theme you'll notice is the use of hashtags. Hashtags perform very important automated functions:
- Auto-assign Drip Campaigns (which not only email, but can setup calls and send messages to the agent)
- Configure Specific Lead Alerts (For when you want to be notified of certain events for certain lead types. Important when you have a great deal of leads to manage)
- Manage & Monitor your whole company pipeline from the Broker Dashboard (Mandated Folders)
So essentially, you have to configure your Drips and design them and other strategies in such a way, that you simply assign a hashtag, and witchcraft happens. For example, you might have your initial hashtag drip campaign set to notify the agent, to prompt them to check with the lender to see if there was a followup from them. These kinds of checks and balances don't have to be done manually.
On a side note, when coaching your Agents, be sure that when designing a campaign (if you don't do it for them) that they take a good amount of time to think about what they are putting together. A good drip campaign should take a few hours to conceptualize and write. It's a lot of work but it will save you countless hours in the long run.
Part 3: Leading Your Team
As a business owner, you must be effectively making sure each facet of it is running smoothly, or at all. If you use the kind of organization offered by configuring a pipeline, you will very quickly spot problems and have many opportunities to jump in and help your Agents succeed.
How do you know when someone needs help, or is doing anything? Well, half the battle is solved with that initial Lead to Hashtag to Drip campaign process. At least at that point the critical followups with new leads are being handled (apart from phone calls.)
With such a pipeline in place, you need only to look in a few different places on the Broker Dashboard.
- Unanswered questions/appointments:
At the top of your Main Dashboard you will see "Appointments not answered within timeframe." These are huge red flags and you should assist the Agent/Find out why it wasn't answered. You can set the threshold for the amount of time that passes before it's missed. Some leads are inherently difficult to deal with, but your Agent should close the question appropriately regardless.
- Missed Calls:
Since Kunversion is doing most of the emailing, the only thing really taxing for your Agents are phone calls. Each agent has a threshold of calls they can miss before you are notified and they are removed from Lead Rotation. Proper education of how to complete phone calls is vital.
- Monitoring Rotation:
On the Agent Roster you can see all of your vital statistics. These statuses for if the Agent is in Rotation or not is defined with a key at the very top of the roster. It shows you what the colors mean. To the left of missed calls you can see how many days it's been since they last logged in as well. For these reasons an agent could get booted from rotation. If someone is having trouble logging in consistently and/or being removed from rotation constantly, it would be a good idea to jump in and help them get organized.
- Pipeline Tracking:
At the bottom of your roster, you can monitor your pipeline via mandated folders. It will show you very clearly lead totals per hashtag, and who might not be utilizing hashtags correctly (or at all.)
You're already acutely aware at this stage that hashtags can be used on both Landing Pages and Squeeze Pages.
But, do your advertisements really make sense? What causes people to want to register? What is good ad copy?
Squeeze Pages vs. Landing Pages.... or...both?
- Squeeze Pages are your call to action.
- Landing Pages are what you use to sell yourself, or your Agency.
When designing Advertising, there are some absolute essentials you should be aware of. This is how you can tell if your ad is on the right track.
- Does the ad make sense? (Note, this is not the same as asking: "Would anyone click on it?")
- When I click on the link from the ad, am I given the information that was EXACTLY described in the ad copy?
The better the relation of the information delivered to the information in the copy, the higher your conversion rate. You are giving people what they think they are getting. That makes you inherently more trustworthy.
This is very clearly illustrated when it comes to seller ads. There are two primary approaches here.
- Offering help/advice for successful Listings
- Offering listing services
For some contrast on this issue, in a buyer ad we might have something simple that links to a standard buyer squeeze link:
Homes recently slashed in price in Costa Mesa
Now, if you linked this ad to a squeeze page that showed all the reduced listings in Costa Mesa, job done. Very straightforward.
Let's look at a basic seller ad that links to a standard seller squeeze link:
Selling your home?
Find out the value of your home here!
This might encounter mild success. But...there's no substance. There's a lot more at risk when putting money down for seller advertising. First of all, there's zero indication you are offering a service. Secondly, there's no reason why they should put their address into the page.
This is where Landing Pages come into play. You can sell your service before they click through to the home valuation page. You should setup your Landing Pages to explain:
We are in the top 5 Homes Sellers in Costa Mesa
Ranked #1 by someone in 2015! Here's How:
- Professional Staging
- Regular Progress Updates
- Guaranteed to Sell in 1 Month
- Some other reason here
The first step is to find out where you land in the ballpark. There is zero obligation. Tell us if you think your Home is worth More or Less than what our website tells you. Click Here
Now, the click here link would then link to the seller landing page. You could run a similar strategy by offering to deliver tips or advice on things like home staging. you get the idea. You want to make sure that what you say, relates to what they click.
Get a friend to look at your ad and link (preferably someone who doesn't have anything to do with Real Estate or business) and ask them if it makes sense. Not if they would click on it. ;)