Top 100 Tips: Don’t ‘Dabble!’
Says No. 6 Team Leader

New Jersey star Robert Dekanski goes deep with his online strategies

By Heather R. Johnson

Throughout his long, successful career, Robert Dekanski has always done two things exceedingly well: real estate and marketing.

A Lifetime Achievement Award recipient with RE/MAX 1st Advantage in Colonia, New Jersey, Dekanski earned his real estate license after graduating high school in 2002. Fifteen years later, he ranks No. 6 among U.S. Team Leaders through the first half of 2017. (His team ranked No. 7 in 2016.)

Dekanski’s keen focus on marketing has netted big results. Follow the lead of this perennial top producer to develop a focused online strategy. Here are three of his best tips:

1. Focus on nurtured leadsRE/MAX Robert Dekanski
“We pulled back our pay-per-click campaign a couple of months ago. Now, we feed leads from Zillow, Realtor.com and our website directly to our inside sales agents and let them scrub those leads,” Dekanski says.

As a result, his agents spend more time with buyers and sellers, and less time prospecting. And that’s helped double or even triple their production, he adds.

2. Make the most of your website
“It’s important to have a website with IDX integration and a Client Relationship Management (CRM) functionality. My goal is to get users off of other sites and on to mine. When they browse our listings, they’ll see that every listing is branded.

“On the back end, our website analytics allow us to see actions taken by the consumer, such as pageviews and the amount of time they spend on the site. From there, we can determine when and why to call people; we know what to talk about to set an appointment, and also how to serve them better once we have the business.”

3. Don’t dabble
“We have a presence on aggregator sites such as Zillow, Trulia and Realtor.com. Anyone who says these sites don’t generate quality leads isn’t going deep enough – or they’re not giving it enough time. If I’m getting 75 Zillow leads each day and selling a home or two from those leads, that works for me.

“Many agents just dabble in a marketing channel, which leads to poor results. Then they give up too soon. When I try a new avenue, I go really deep with it and then decide whether it’s effective or not. I like to think a mile deep instead of a mile wide.”

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3 comments

“If I’m getting 75 Zillow leads each day and selling a home or two from those leads, that works for me”

If I am getting 75 leads from Zillow in 6 months, that works for me… but I spent $1000 a month on a specific zip which generated 47 leads and a couple of deals… if I was getting a lead a day I would have been happy… what kind of ad spend does it take on Zillow to get 75 leads? Is this an old article or old quote? Are they somehow getting shared leads from Zillow?

I worked my leads deep and wide, and found that out of 47 leads, if I removed renters, other agents.. (yes Zillow counts accidental calls as a lead..) spam calls from service providers (think how easy it is to find an agent with a marketing budget on Zillow… we all know those agents spend $ on marketing) and people who have an agent in the family… (those that immediately respond with do not contact or already working with an agent) I was down to 22 leads at a cost of $6000… Time will tell if they pan out too anything but these are just people who expressed an interest in real estate / neighborhood / home for sale. So they go into the CRM and get nurtured and hopefully someday decide to work with me… But in reality this is $272 per lead and these leads are no more qualified that what we can find on facebook after sifting through them… As I turn towards FB, I am excited to learn what a $6,000 ad spend will result in….

*footnote: I do have 1 lead under contract after 6 months of nurturing, expected to close in next couple of weeks… but I am still negative in my ad spend with this closing… so much for that 1.87% return on ad spend???

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