Chapter 1

WHY YOU SHOULD CARE ABOUT OFFER GENERATION

OFFER GENERATION Noun | Offer Gen, OG
A process to systematically and scalably convert client leads into transaction offers.
Leslie, you should focus on your Offer Gen, you’ll get more out of your marketing!

Face it, in today’s real estate market there are a ton of resources available to drive more leads — plenty of articles on social media, SEO and working your sphere for new prospects. And with national portals like Zillow, Trulia and Realtor.com providing leads on demand to agents willing to pay for them, finding more leads is the easy part.

The hard part is determining which leads to focus on first, which leads have the most value and which leads are active and ready to start the home buying process. How do you maximize the time spent with your most valuable leads to generate more offers, faster?

The Offer Generation Playbook is designed to address this gap in the agent sales funnel. You’ll learn to identify, nurture and close the highest value leads in your pipeline: Offer-Ready buyers.

This Playbook is broken down into three parts, each with a specific goal to make you more productive, so you can close more home sales in less time and make more money in the process.

1

PART ONE — THE BASICS OF
OFFER GENERATION

Access to a high volume of leads alone does not make a good real estate agent, or a prosperous business. By focusing on Offer Generation, you can dramatically increase the return on investment (ROI) on the leads you generate.

By shifting your focus from lead generation to Offer Generation, you take control of the pace and progress of the home buying lifecycle to drive more offers and transactions.

WHAT YOU’LL LEARN IN PART 1

  • Offer Generation vs. Lead Generation
  • Which Tools to Include in Your Offer Gen Toolbox
  • How to Prioritize Offer Generation Activities
2

PART TWO — WIN AGENT
READY CLIENTS

Many agents spend hard-earned dollars paying for leads, yet make the mistake of not optimizing their website for Offer Generation. When someone visits your site and can’t find what they’re looking for, they head right back to the national portals, where they will have other agents and ads vying for their attention.

Optimizing for Offer Generation means giving up on tactics (like creating low value content for search engines) that don’t lead to more offers.

WHAT YOU’LL LEARN IN PART 2

  • Build Your Offer Generation Funnel
  • How to Optimize Your Website for Offer Generation
  • Advanced Tech Tips to Shorten the Offer Cycle
  • Position the Buyer Consultation to Drive More Offers
3

PART THREE — AGENT-READY TO
OFFER-READY

Once you’ve made it easy for buyers to find what they need on your website and set them up for success with the buyer consultation, it’s time to move active buyers to the offer stage efficiently. Taking active buyers from Agent-Ready status to the closing table requires finesse.

In this section of the Playbook, we’ll share the knowledge and tools top producing agents use to convert Agent-Ready buyers into commission-generating home owners.

WHAT YOU’LL LEARN IN PART 3

  • Use Signals to Identify Offer-Ready Buyers
  • Leverage Search Insights to Drive More Offers
  • Practice Offer Oriented Communication
  • Prioritize and Wow Offer-Ready Buyers
  • Avoid Common Offer Generation Pitfalls