How to Track Real Estate Leads

One of the biggest challenges real estate agents face is lead tracking.  This, although an agent seldom stops to track a lead,  it is imperative to decision making when it comes to deciding where to spend money, time and energy. Get the real estate leads first, then work on tracking.

It’s much harder to scale a business if you don’t know where to focus.

This video will guide you on tracking a lead source through an IP address. If you have any questions, send us an email to team@ballenbrands.com.

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Transcript

Hello, hello, everybody. On today’s lesson plan, we’re going to discuss how to track leads. What I believe is so incredibly important is that we track so that we know what’s working, and honestly, so we know what’s not working as well. What happens is if we’re not tracking, we tend to get caught up in making decisions based on emotion, what it looks like it’s working.

Let me give you an example. You run some Facebook ads, and the first one doesn’t go so well, and you do another one, you don’t see a whole bunch come in. Then, you do another one, and you get it, and you get an appointment, you’re all excited, you’re posting on Facebook that you got this lead from Facebook, and everybody wants to know how you did it, and what you did, because this stuff happens, then the lead doesn’t even end up eventually closing.

But your memory, your emotion, and your feeling is that Facebook works. I’m not saying it doesn’t, because it obviously does, there’s strategy behind it, but you need to track so that you’re clear and understand what’s working. Tracking for me completely changed the way I … changed my focus on where I spent my efforts and energy, because one of the things that I realized once I started tracking was that so much of my closing has come from Google Search Engine Optimization, and agent referrals primarily, where you’ll see a large lead volume so come in off of some other channels, those are primarily where my closings are coming from.

Then, when I dive a little deep, where I’m able to see that they’re coming from blog posts, and they’re coming from homes for sale by feature IDX pages on my website. That tells me “Okay, I need to get up and do more of this when I do my lead generation.” That’s really where I want to focus our time today.

I also want to show you guys really quick. For those of you that have the Ballen Method System, if you log … go ahead and log in to Ballen Academy, I want to show you something, don’t do it right now. If you click on the Ballen Method to get into your lesson plans, I want to show you what I’ve been doing, and it’s really important.

Right up here, I need to get my developer to make that a bigger button, have it flash, or have arrows or something. These are your new lesson plans and updates, I promised you guys, with the Ballen Method System, that I would keep it current as long as I was practicing the strategies, I would keep this alive. Therefore, making it a lifetime product, which is exactly what I’ve done.

The principles don’t really change, but some of the strategies do, and some of the channels that we use do. It might change our preference in IDX providers, or whatever it happens to be in, so I go in here and customize so that you guys can see exactly what I do and how I do it.

Then, you can learn the concepts, and then go implement it yourself. I have updated so much in here just in the past six weeks, it’s unbelievable. I’m going to continue adding and updating. I’ve also been working on creating it a little bit easier, to break down into little chunks. I know some of you guys get overwhelmed because there’s just so much, so I’ve been taking out some of the stuff that isn’t necessary and adding more video, and adding more little toggles.

For example, if you click here “New lesson plans and updates.” All of these have been updated or are new lessons. Right next to these “New lesson, new lesson, new lesson, new lesson, new lesson, new lesson, new lesson.” You’re going to see a lot of that, since I’m focusing on the system again.

Since I’m not traveling so much right now, on purpose, I just kind of want to be close to home right now, I have more time, and I’m able to put more time into this system right now, building onto it. That’s where my focus is, I figured I’ve got the time, why not go in there, make it all shiny and new?

What you’ll notice is, when you click on one of the lesson plans, you’re going to see, let’s see which one did I … Some of them will just be a simple video, and others will be very, very complex, this is my favorite, is … I need to go and add the toggle, it’s the game plan, because this actually now tells you what it is you need to do.

I think it was Regan that asked me if I would go in and out and put in links to each of those lesson plans. I would do that for you as well.

But anyway, I have been really, really, really focused on this, this is the idea here. A video, and then each of these little toggles you’re able to open, and it’s got a bite-size piece about that specific element. Then, there’s another one about that, another one about that, another one about that. Make sure you guys are getting back in there, and checking all this out. Because I’m doing a lot of work in there for you guys. I want to see you be extra, extra successful.

This reminds me today that I’ll go in there this week and look at what we have for lead tracking, a lesson plan on lead tracking, and see where we are with all that kind of stuff. All righty, make sure you guys keep asking your questions, I appreciate your questions, and it helps me to continue to grow this system.

All right. Lead tracking. There isn’t a whole lot to this, as far as the steps, but there’s a whole lot to the content and the value of what you get out of the steps.

I’m going to try to keep this simple for you to begin with, and then, I’d like to see you take this more advanced as you get more advanced. For example, when I started tracking leads, at first, I was using a spreadsheet, which is what I’m going to show you how to do right now. Then, as I needed more data, and I wanted it to be more complete, I added Infusionsoft into our software line.

     Infusionsoft is a super geeky CRM system. With that, I was able to better track and store the information for my lead data, then we got a reporting system that would give it all to me in graphs and charts. It took us a year to really implement it, and then now we’re implementing more of the automation pieces.

We still have a virtual assistant that fills in some of the blanks, and hopefully, by the end of this year, that will no longer be needed, it’ll all be automated. We’re going to be building that into our future real estate websites as well.

What we did is, the first thing I did is I just went with a Google spreadsheet. You can see here I have all these trackings, all of these sheets here that I use for tracking and data. All you have to do is, I’ll just go up here, and let’s go to a new sheet, I’m going to go to Google Sheets, these are free, and here’s a blank worksheet.

I’m going to show you how to get the source of some of these [inaudible 00:07:50] leads in a second, but first let me show you where to put them and what to do with them, okay? Some of you guys are getting leads from Facebook, you know they’re from Facebook, you’re getting leads from Listings to Leads, you know they’re from Listings to Leads. You’re getting leads through your Market Leader account, or your Boomtown account, or whatever you have, and it’s telling you where the lead came from.

That’s great. Now, you need to know where to put it. What you’ll do first here is put the name of the lead. These are going to be like your column headers. It’s okay to move these around, this isn’t a perfected … I think I have a lead-sheet in the Ballen Method, I need to go look at my original one, but … You put their name, and then you’re going to put, you might put the date of when the lead came in, and you’re going to put the source of where the lead came in.

Then, I would start a second sheet. All I do is I take this little plus sign, and I add a second sheet. The first sheet I’m going to rename, and this is going to be called “Leads,” and the second one is going to be called “Sources.”

The first thing as I got a lead, I’m going to put Mike Smith, and the date is May 1st, and the source is Google Pay-per-click. Then I have Sam Jones, May 5th, and the source is Google Organic.

Now, what we’re going to do over here under sources is you’re going to list out where all your leads come from. Youtube, Realtor.com, Google Organic, Google Pay-per-click, LinkedIn, Facebook strategies, Facebook Group or business page, maybe you have something else there that you’re doing, maybe you’re using Listings to Leads landing pages. You’ve got that there.

Now Listings to Leads really isn’t a source, it’s more of a vehicle or a channel, but if you can’t track any other way, and you know you’re getting leads from Listings to Leads, but you can’t tell where they’re coming from behind that, you might have to put that as a source until you can track a little more in-depth.

Then, you might have Twitter, and Pinterest, and Craigslist, and you’re paying for Market Leader leads or something. Okay, so you kind of got the idea there, right? Okay.

If you’re studying Rank Like A Boss (formally known as The Ballen Method),  this should be your primary. That first one, Google Organic. Oh, gosh, I forgot Agent Referrals, which is a huge part of my business too. Agent referrals, maybe you have sphere of influence.

Anyway, that should be a big section there. Here’s what you do. You know what? You can actually just put those in a column, instead of in a row, probably makes more sense, on this side, I’ll show you why in a second. We’re going to put those in a column instead, okay? All right.

Then, here, there are ways that you can calculate, you can get these spreadsheets to calculate for you automatically, and do some tallies, but for right now, what I want to show you is here. You got a lead from Mike Smith, it’s a Google Pay-per-click. Go over to your sources, and next to Google Pay-per-click, just put a little one.

Then, over here, you got a Google Organic, Sam Jones, just put a little one. That’s what I’m forgetting, this would happen, I do it on the fly, and haven’t done this in a while. Put your dates up here. January 2017, February 2017. Then you know what months you got them in, so you can do some totals like that.

Now, you get another lead, that’s another Google Organic, then just change this to a two. You’re going to get these running totals, so by the end of the year, you’re going to know how many leads you got from each source.

So far, isn’t this pretty simple? Yet, isn’t this super effective for those of you that aren’t doing this yet? The next step is going to be to add your closings. Over here, back at your leads, you could put, let’s just put Closed Commission, you’re going to track your closed commissions.

You could track the price of the house, or the closed commission, or both, or whatever you want to track here. But the most important thing is that you’re tracking the commission, because that’s actually the money you’re receiving, and that’s how you figure out your rate of … your ROI, your return, right?

Mike Smith, closed commission, let’s just say, you know that you closed this house and it was a $5000 commission. Then, what’ll happen is, you could start another one over here, sheet three, and call this one closings.

Then you’ll put each one of those sources again, just like you did over here. Same thing. January, February, March. Now, you’ll just put in the commission dollar amount, $3000. Then, you closed the $5000, so now you have an $8000 commission there. Are you guys with me?

Okay. All right. My cat is climbing all over me. All right. Now, when we come back here, this is basically your tracking sheet. Super effective, super simple. Super effective, super simple. The key is you just have to have the discipline to do this. Now, you can also go one step farther, and start another one, this is how advanced I started getting before I figured how to automate it.

On sheet four, I would rename this and call it Content. Now, here, I’m going to list what the page was that the lead became a lead on. The lead came in on how much does it cost to sell a house in Las Vegas. That’s the blog title. Then, here, I might put the lead count, and here I might put the commissions earned. My total lead for that was one, and my commission earned was whatever. As deep as you want to go with this, and you could track that here, closed commission, what content did they come in on, and then total at the same way. Cost to close a house.

Now you’re tracking your source, and you’re tracking what was the item that got them, what was the content, what Facebook ad was it? What blog post was it? What pay-per-click ad was it that got them in?

Now, you’re going to start really opening up, going “Oh, I had no idea that’s what was working.” All right, let’s look at a couple ways to find out where your leads are coming from.

First thing is, you got to have Clicky, okay? You got to have Clicky so that you can track IP addresses, or you can track by looking at the time of a lead when it came in, this can be really hard to do with Google Analytics basic setup, Clicky makes this so much easier.

What we do is once you’ve installed Clicky on your website, you’re going to be able to start storing content. Even if you don’t know what to do with it yet, get it on there, so that you can begin storing this data. All you have to do, once you set up your website, Clicky gives you a code, and you put your code on a page on your website, where it shows up on every page.

You put it in the header, or the footer, or if you’re using WordPress, there’s a Clicky plugin, you can just put it right there. Super simple, but it has to show up on every page. Know this doesn’t work so great on the Market Leader websites from my experience. I don’t know about Placester [inaudible 00:16:17] if they’ve got these codes now that allow … I know they have Google Analytics, but last I had checked they didn’t have the ability to add the Clicky site, but that could’ve changed, I don’t know at this point.

That’s why we prefer that you have your own WordPressthat you own, and no limitations so that you can do all this stuff with it. This will work on a non-WordPress site too. If you’re using one of the other website providers, just message the webmaster and say “Hey, I’ve got this code, can you put it on my website so it shows up on every page?”

Here’s what we do. Let’s just say we got a lead, let me log in here, we’re going to log into IDX Broker. Let’s just say we got a lead, and we’re just going to go look at this lead, I’m trying not to show their contact information. Here’s the IP address, the IP address is a unique address that somebody has through their website provider. Unless they register in a public place, like a Starbucks that has a public IP on it, on their computers or something, it’ll be unique, most of the time, it’s a unique IP address.

They’ll have one on their cellphone, and they’ll have one on their computer. Generally, when you see these, they’ll be unique to that person. What you do is you copy the IP address … Come back, here we go. You go over to Clicky and right up here go over to visitors, add a filter IP address, and paste it into the IP address, I mean, paste it into the filter.

This is why Clicky remains probably my favorite thing I’ve ever implemented in my entire career, because it changed everything for me when I was able to track where leads were coming from, it changed everything, it changed how I thought about content in blogs, and IDX, and that’s what compelled me to get a better IDX, and write better blogs, I just have learned so much from testing, and measuring using this tool.

What we’re able to see is it, this lead is into Temecula, California, and they are using a Microsoft platform Windows 10, and they came from google.com, this is an organic lead. This is a non-paid lead.

Now, if I click on this 32 actions, I’m able to see that this person was on my website for nearly 19 minutes, and they took 32 actions. Guys, this is a hot, hot, hot lead. This is one to go right after because the person is very serious about something to spend this amount of time on my website. Then, they registered.

I can see everything they did on the website, and then, I can see here that they came from Solar Panels page. I couldn’t have picked a better example for you guys today, because that is just awesome. Let me show you what this website, what that page is. I don’t know why that blog post takes so long to open in this browser, because it loads in less than three seconds, just my Google Chrome.

Las Vegas Homes with Solar Panels. What are we looking at here? We’re looking at a page of Las Vegas homes with solar panels. No words on the page. No content on the page. I’m ranking for this. Let’s see something really quick, let’s look at our SEMrush, and let me look and see, let me go to Ballen Vegas, and let’s go down to all the keywords I rank for, 20,000 +ranking keywords in the top 100 on Google, how about that?

Then, I’m going to go here, and I’m going to type in solar panel, and we’re going to look and see what I rank for. Check this out, I don’t know why, I don’t know why they’re all merged in there so tiny, darn it. Let me see if I can shrink that down. Oh, that’s why, I had my screen magnified.

Okay, look, I rank for solar panels Las Vegas, Las Vegas solar panels, solar panels for home for sales, solar panels outside Las Vegas, homes with solar panels for sale, homes for sale with solar panel. Okay, you see that? This is probably the big one, I’m ranking number 14 for solar panel homes for sale.

Would you have ever even thought of that? Let me go create a page about solar panels. I wouldn’t have, the only reason I did was because I learned through tracking that people search very specifically for homes for sales particular features, and so I built out a page for every single feature my MLS offers. Yeah, it is fascinating, I agree.

I’m reading you guys’ comments. It is, and it was only because I started tracking that I was able to gather this knowledge, and build on from there. Okay. Again … Mike says “How did you find that that lead came from Google organic?” It says it right here. If it were pay-per-click, it would have a little dollar sign next to it.

Okay. I’m not going to get into this today, but there’s other ways that you can track URL specifically through Bitly, and through Google Shortener, and whatnot. “But your solar panels page has no actual content about solar pages.” Correct. The entire power of that page is coming from the title tag. From the title of that page, which is Las Vegas Homes for Sale with Solar Panels. That’s where all of the Google juice is coming from. Can you believe that?

Now, be careful because that’s not always going to be the case, and you know that I love creating content, and I’m a big believer in content, but this particular page doesn’t need it. It doesn’t need it. Now, if I’m competing against somebody about … I want to rank number one for solar panels period, not just homes for sale, but I want to rank number one in Google for solar panels in Las Vegas because I want to drive them to this page. Now, I’m going to go create a whole page of content all about solar panels, and solar panel companies, and what are the best solar panels, and how much money you will save with solar panels.

But for this purpose, I don’t need to do that. Especially not when I’m just launching all those pages. But there might come a point when I come back later and say “Okay, now I’m only getting to number 17,” I’m already the 14, “I’m only getting to number eight, and I really want to push this up to the top three.” Now I’m going to start creating content.

If I need to, if I need to. But yes, all of these properties have solar panels, yes. I’ve built that out on the IDX widget, I’ve went in and did a search, homes for sale in Las Vegas, and I checked a little box with solar panels. Yes, all of these properties have solar panels. It accomplishes exactly what the user wants, visitor wants. I mean, you can see it, look right there, you can see the solar panels on the roof.

Okay, now let’s look at … let’s just say you don’t have the IP address. You don’t have the IP address, but I could see, let’s do another one, I can see that this lead Carrie came in May 9th at 9:30, that’s today, this is perfect, May 9th at, what time did I say? 9:30. I’m going to go over to my Clicky account.

Now, watch this, we’re going to go back over to visitors, and we’re going to scroll down to 9:30. I actually think you can pull 9:30 on the filters, but we’re not too far away, so we’ll just do this. Okay, we’re going to get down to about the 9:30 mark, and we’re going to look for, let’s see, what did it say? Let me open that lead and see if there’s any hints there. Okay, she was looking at Panorama Towers, I can see in my description there, she was looking at the sub-division for [inaudible 00:25:10], it looks like Panorama Towers.

Let’s see. Last page, May 9th, 9:28, May 9th, 9:34. Okay. This is more work, but we’re going to look, that could be her, snakes in Las Vegas is probably not … Oh, look, we found her. Check it out. How do I know? Because I saw Panorama Towers, and I saw Panorama Towers in her link right here.

Now, if you don’t have a lot of leads, and a lot of traffic, it might be really obvious to you. You’ll go “Oh, there’s only one between 9:30 and 9:45, so that was that person.” That’s only [inaudible 00:25:49], but see, this is a pay-per-click. This is google.com Canada. The person is in Canada. My ad, the keyword phrase that they paid for on my Google AdWords is Panorama Towers.

I even can go one step further right now, and I do, by the way, just so that you know, I can go over to Google Pay-per-click now, and look at how much I paid for that click, and I make a note in my Infusionsoft that that was a $1.72. That lead cost me $1.72.

Technically, it didn’t really, because if I’m going to figure out the correct cost per lead, I’m going to look at all of my leads that came in from Panorama Towers, and I’m going to look at all the money I spent on my ads for Panorama Towers, including the ones that didn’t register, and then I’m going to divide how much I spent divided by how many leads I got to figure my cost per lead.

But my cost for the click on this was $1.72. It was less than that, by the way, but in Vegas, I get by with some cheap, cheap pay-per-click, fortunately. Then, you can see the one underneath that, Las Vegas homes with a pool. Look at this, the one underneath that, Facebook. Okay.

This is great. This person here, these aren’t necessarily leads, these are traffic, these are people that were on my website, it doesn’t mean they registered, I’m looking at a different site now, but this is all the visitors that are on here. Today, I did a blog post about the Airstream Park in Las Vegas, and the Airstream Park here was designed by Tony, the creator of Zappos. It’s all tiny livings.

They’re like under 200 square foot trailers, and these tiny little, a few tiny little tumbleweed houses. You can see here, they clicked through from Facebook. If they had become a lead, and I would’ve seen that in my IDX, then I would’ve been able to come here and see this.

The key to all of this working is that you have to have all these little systems set up. Your first system has to be the tracking device. Clicky will take care of that for you. It’ll at least show you who was on your website when, even if you don’t have the IP addresses, because if you’re using an IDX provider, or a landing page provider, or something that does not release the IP address to you, you won’t be able to track by IP address.

That’s one of the reasons why I love IDX Broker, it’s because it releases the IP address. Wolfnet does too, we actually got them to build that in. I believe that’s who powers Placester still, isn’t it?

No, we were not getting any IP addresses from Placester, [inaudible 00:28:38] that they won’t release any IP addresses. Listings to Leads, also, if you’re using Listings to Leads landing pages, and home valuation pages, it also releases the IP address. I’m able to go in and track where those home valuation leads are coming from, which is incredibly, incredibly powerful.

You could just sit here until your … I used to do this when I was first starting off in this. There’s sound effects on Clicky, so when a new visitor lands on your website, you can make a sound like knocking on your door, or air missiles, which by the way scared me to death sometimes, I feel like “Oh, my gosh, I’m being shot.” I forget it’s Clicky, or “Somebody’s at the door,” no, it’s just Clicky. You got to be careful with those sound effects.

While I was building traffic, I would get so excited, I would hear the sound effect on Clicky and I’d run over to the computer, and I’d look, and I’d watch them, I’d watch this person “Oh, okay, here’s where they are, now they go to this page. Now they go to this page.” But then they left on that page.

Like this one here. They came from Google, they landed on, they might still be on there. They landed on buying home, how long does it take to close on a house? It’s possible they’re still on there. No, they were only on there for a minute, looks like.

Okay, they probably did not find what they wanted on there, whatever they were googling, that probably wasn’t what they were looking for. I probably wouldn’t focus on that one too much, you’re going to get a bunch of those.

Then, I would go down and look at the next one, and go “Okay, what did this one go to? What property they’ll get next?” And you learn from monitoring this. Then just make sure that you get these leads on your tracking sheets. Get the leads on the tracking sheets. This is the simplest way I know how to show you to begin tracking your leads, and obviously, if it’s a phone call, ask them how did they hear about you so that you can go in here and log this in.

Be careful about guessing, because if you guess, and you’re wrong, you’re not crediting your particular source, you might want to have an undefined field for your guesses, so you put those in. Otherwise, ask them, “how did you hear about us?” “Oh, I was googling you.” “What were you looking for? What did you google?” They’ll oftentimes tell you that keyword.

If it’s an open house, put it “It was an open house,” but get your leads on this tracking sheet and start recording. All right?

Thanks so much for joining me today, you guys. I appreciate your time, and log back into the Ballen Method and check out all of those new lesson plans that I have added for you. I’ll talk to you guys on next week.

 

Learn How to Get More Real Estate Leads

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