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Top 5 Spotlight: Using Technology to Increase Business

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By Lesley Geary

RISMEDIA, April 9, 2011—Everyone knows that technology is a must-have in real estate today, but deciding exactly which products to use and for what needs can be daunting with the amount of products on the market for agents. Here, Top 5 Member Dan Conway of Prudential California Realty shares how he is using technology to build leads and retain clients in today’s challenging market.

Dan Conway
Prudential California Realty
Region served: North County Coastal San Diego
Average sales price in your market: $1 million – $1.3 million
Average number of days a home spends on the market: 90

How are you using your website to build leads?
I own many, many domain names that I have attached to my website. I try to incorporate words that I think people search. Now, I am actually thinking about turning my website into more of a blog. Blogging on my website will help me come up first on any Google search, which will build leads.

How are you using your website to retain clients?
We have just started a massive farming system. I just ordered call-back cards and we have several drip campaigns going on, one through 1parkplace, one through Top 5 and another through Prudential.

I understand you work with technology provider 1parkplace. How has this helped with lead generation?
Here’s an example. Recently, I was sitting next to someone who was moving to San Diego. He’s a computer guy and when I told him I was a real estate broker and gave him my card, he pulled out his computer right then and there. He looked at my website and said it was a great interface. I called Steve Hundley (president of 1parkplace) and left him a message: “I don’t know what interface means, but I do know what great means”…and that’s thanks to 1parkplace. This technology works for me so that I can capture the “silent searcher,” meaning the person who goes online to look for houses at 2:00 a.m. 1parkplace technology allows me to track what my clients are looking at and comment on their activity. This is very impressive to them because they know I am watching and can really help them by narrowing down exactly what they are looking for and where.

Besides 1parkplace, what else do you find helpful for driving traffic to your website?
I have a couple of featured zip codes on Realtor.com, which generates questions and then, hopefully, leads. I also have featured zip codes with Zillow. In fact, two nice, new leads just popped in from Zillow. All of my listings have their own websites, which generates more traffic to my main website.

You have been with the NFL and the USFL. What lessons have you learned from football that you’ve been able to use in real estate?
I think the lessons you learn in the huddle are all you need to know when selling real estate, too. In the huddle, we have a common goal, just like real estate. Football is also about getting knocked down, getting back up, dusting yourself off and going forth. Every play drawn up on that board is a touchdown but it doesn’t always work out that way. Same thing in business. I always talk about how lucky I am—luck is when practice and preparation meet opportunity. That’s the way I live my life. When I sell a house, it’s because I have prepared myself for that opportunity. Good luck takes a lot of sweat equity.

What are the similarities these two very different endeavors have in common?
One year, when I was on the football team at Boston College, we had a coaching change. And that change really disrupted the program. We wound up losing every football game that year; we went 0 and 11. But I think the best thing that ever happened to me was going 0 and 11. I lost every Saturday for 11 straight weeks! But, I still went to practice everyday with the thought that next week would be better. Every game that I suited up for I thought we would win, no matter who the opponent was. So, no matter what happens each day in my business, I feel like I can handle it.

What is the key to a successful life in real estate?
If you don’t have support at home, I don’t think this business is for you. My wife sells real estate, too, and she understands the business. Being in real estate takes so much dedication that you have to have support at home. I also think that giving back to the community you work in is very important. Giving back or sharing shows you care about the people who live there and not just their home. One of my favorite phrases is, “The best exercise for the heart is to bend over and help someone up.” I’ve had a very charmed life and I’ve been a very lucky man. I can’t wait to see what happens next!

To learn more about the Top 5 in Real Estate Network®, please visit www.Top5inRealEstate.com.

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