What Are Direct Connect Leads?

Overview:

As the market turns, generating high quality BUYER leads becomes more important to agents.  However, we’ve found that agents and teams (especially those transitioning from portal leads) have a difficult time working the volume and quality of leads that traditional Google and Facebook Pay Per Click generates.  

We get asked every day, how can we generate fewer higher quality leads that want to connect with an agent? 

Ylopo Direct Connect Leads leverages our dynamic registration technology to generate a higher quality, data rich, and verified lead that actually wants to speak with clients.

Our objective:

• Generate a higher quality lead than normal PPC and Social marketing
• Capture a complete profile of consumer demographics
• Verify contact information to improve conversation rates
• Increase qualification of leads to improve chances of transactions  

Bottom line:

We want to give you an alternative to increasingly expensive bottom of funnel leads (ex. portals) while still maintaining the scale, flexibility and costs of traditional PPC and Social advertising

What Your Ads Look Like:

For Google PPC, the initial ad is the same ad as our normal buyer PPC ad:

For Facebook, we use Dynamic Product Ads to automatically cycle new listings from the MLS into the carousel:

How Lead Info Is Captured:

There are three phases of registration. First, leads create a profile by responding to up to 9 questions related to their home search. Next step, they submit their answers along with their contact information. Throughout the registration process, the lead is asked if they want to speak with an agent. Here we verify the contact either through text or call. Lastly, the leads answer 11-13 questions regarding demographic preferences.

Our new form contains questions that determine a lead's individual preferences and find out their roadblocks to purchase:

Once we find out what a lead’s disposition is, we can recommend a consultation to solve their specific problem(s):

Leads VERIFY their contact information and expect a phone call from you:

Why Ylopo Direct Connect Leads Are Different:

• Intent:  Consumer expects texts and phone calls about a home search consultation which leads to higher response rate.
• Contact info: Actual verified phone number and email enhances response rate & disposition rate.
• Quality: Highest quality quartiles of leads generated from PPC and Facebook.  We scrub out lower quality and lower intent leads (ex. Looky-loos, renters, etc.) through the extensive registration process.
• Data: Consumer provides 20+ pieces of home search and demographic data (most in industry) about themselves
• Automation:  Consumer expects Raiya engagement and verification, which increases engagement

Ylopo Direct Connect goes beyond the normal home search profile to determine what a lead really needs, so your follow up has the best chance of success.

Your lead breakdown should look something like this…

• 14% Prequal Leads. These leads want to speak with an agent or lender about getting pre-approved and are likely lower in the buying funnel
• 20% Handraiser Leads. Real estate leads that actually want to speak with an agent. They requested a call to determine the best home buying strategy.
• 66% Home Searcher Leads. These leads have been verified and qualified with a 25-28 question flow. Significantly higher quality than normal Facebook or Google leads.

We analyzed our client CRMs to find out which leads actually became active conversations or buyer opportunities.

• Prequal Leads: 22.5% of leads are active conversations
• Handraiser Leads: 24.3% of leads are active conversations
• Home Searcher Leads: 19.5% of leads are active conversations

Additional Benefits:

• These leads plug into existing Ylopo nurture technology
• RAIYA works these leads immediately
• CPL is around $20 right now 

VERY IMPORTANT!

These leads are expecting a call, so it is extremely important to have your agents or ISA call within the first five minutes!

Keeping Track Of Your Direct Connect Leads:

Direct Connect Leads use the following tags:

• Facebook: YLOPO_DIRECT_CONNECT_FB
• Google: YLOPO_DIRECT_CONNECT_PPC

We suggest setting up a Smart List in your CRM so that you can easily access these leads. You might also choose to route these leads to a specific person or group of people on your team in your CRM using these tags. You can find instructions on how to do this in Follow Up Boss here, but most other CRMs will have the ability to set up similar lists and lead routing as well.

You may also visit our Support Center page on Ylopo Direct Connect

Last Updated: 03/26/24 by Chrissi B.