Adams Homes Success Story
Building Online Sales Success
How Veronica Porter rebuilt Adams Homes’ online sales program with Lasso’s training and support
A year and a half ago, Veronica Porter joined Adams Homes as Marketing Director to oversee all marketing, advertising and social programs for 21 divisions in 200 communities across seven states. Even with such a large portfolio, one of her primary objectives was to overhaul the lagging online sales program.
At the time, the program consisted of one online sales counselor (OSC) who managed leads for two regions in Florida. While he was making appointments, there were too many leads slipping through the cracks due to sheer volume. The CRM system was also underused. Veronica decided to bring the position to the corporate office in Gulf Breeze, FL, where she could rebuild, manage and track the success of the program.
Today, Veronica manages two online sales counselors who maintain a 20 percent lead-to-appointment conversion rate, and a 20 percent appointment-to-sale conversion rate in two divisions in Florida. In a matter of nine months, the OSCs had set 441 appointments for the onsite sales team. Now Veronica has goals of expanding the OSC program company-wide.
Here’s how she re-launched Adams Homes’ online sales program, how Lasso supported her team throughout the process, and her growth plans for 2018.
Lasso and the team behind the software have really been critical pieces to our overall success. I think what we were missing before was fully taking advantage of the expertise that Lasso offers. They were able to provide guidance to create the structure and the formal processes that have helped our team to be successful.
– Veronica Porter, Adams Homes
Can you describe the company’s online sales program before you focused on improving it?
When I began with the company in October of 2016, we had one online sales counselor in Orlando who covered the east coast of Florida and the southwest Florida region.
He was getting a fair number of appointments, but we felt like there were a lot of leads that weren’t being nurtured because we only had one person and such a large lead volume. We needed a second person and decided to move the OSC position to the corporate office under the marketing department.
What was your process for rebuilding the program?
I ended up hiring two new online sales consultants, and through that process, we rebuilt our online sales program. We created a new online sales manual with everything from voicemails scripts to Lasso email templates. We set up new processes to follow in Lasso so that we could fully track all our activities. We are now able to track online leads from when they initially inquire through to a sale.
What was Lasso’s role in the process?
The Lasso team has been so helpful! One of the first things we did was have four live Lasso training sessions with the OSCs and me. We revamped our setup and created two new projects (databases) in Lasso called OSC East Coast and OSC Southwest. We were able to link all the divisions within the two Florida regions to these two projects in Lasso. The OSCs work from these two databases. This created greater efficiencies for us, yet still allows agents in separate divisions to view information specific to their communities.
Once we had that in place, Dave Betcher, Lasso’s VP of Sales, helped us set up our processes in Lasso. If you looked at some of the processes that were in place previously, the number of activities were not realistic. We were creating all these activities to populate on the agents’ dashboards and it would just become overwhelming for them. So we simplified the process. We started with a 30-day follow-up process – a series of phone calls and emails. We created templates for each activity and automated the process. Dave taught us how do to that and walked us through the set-up.
That’s really been a key to our success – we have a good process in place that is manageable for the OSCs. It’s not bombarding the customer, but it is touching them frequently enough to keep us top of mind.
Lastly, after we got the OSC program set up, Dave did some refresher training with agents in all our regions to get them back up to speed and to increase our Lasso adoption rate.
You had incredible success in 2017. What are your growth plans for 2018?
We continue to have ongoing training, which we’ve found is important for the agents! We’re adding a new region to our online sales program, and hope to get that fully implemented by the end of March. Our goal, long-term, is to expand the program throughout the whole company. We don’t have a timeline for that yet, but ultimately that’s where I would like to see it, especially if we continue to experience the success that we’ve seen thus far.
Any final thoughts about the overall success of your online sales program?
Lasso and the team behind the software have really been critical pieces to our overall success. I think what we were missing before was fully taking advantage of the expertise that Lasso offers. They were able to provide guidance to create the structure and the formal processes that have helped our team to be successful. Lasso is a fantastic CRM system, and beyond that, there is a great team of experts to help guide us through the process.
To learn more about Adams Homes, visit https://www.adamshomes.com/.
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