According to Kevin Oakley in the Professional Builder article, “The Perfect Marketing Budget for 2017,” today’s home builder spends about 30 percent of their marketing budget on online campaigns. While on the low end, that’s still a significant amount, and you want to make sure you’re seeing the ROI to justify it. The way to do that is to make sure you’re connecting with every single online lead. Following up quickly is the proven way to connect.
Below are a few tips to help you connect with online leads faster, so that you can begin the nurturing process and set the appointment sooner (the real goal of the online sales process).
1) Respond in Under a Minute
It sounds difficult, impossible even. But with CRM technology, it’s totally doable. Sales agents who respond to an online lead within 60 seconds see the highest response rates. That’s because the prospective home buyer is still browsing information on your website, and your community is still top-of-mind. You have a 5-minute window to follow up for maximum effectiveness (we’re talking about follow-up from a real person, rather than an auto-response). According to a study published by InsideSales, you are 900x more likely to make contact with an online lead within 5 minutes.
In the recently completed 2017 Home Builder Online Lead Survey, we found that 91 percent of home builder sales reps did NOT call an online lead, even when a number was provided. If a lead gives you a phone number, that means they are expecting a call. Imagine how much you’ll stand out if you call them and connect, considering the overwhelming majority of your competitors won’t do the same?
3) Call 2-3 Times the First Day
If at first you don’t succeed, try, try again. As mentioned in point #1, speed is critical, even when making phone calls. People become busy very quickly. If they don’t answer the first time, try calling a few more times that day.
4) Batch Your Phone Calls
Set aside time each day to make phone calls in batches – at least 20/day. Just because you didn’t connect the first day, it’s not an excuse to stop calling. Remember, it takes 7-9 points of contact before a lead will respond. Be sure regular phone calls are in your follow-up mix.
5) Use Video
How often do you fill out a form and receive an email response that includes someone talking directly to you? Likely not too often. This is an underutilized tool, but one that is gaining traction in new home sales. Stay ahead of the curve and implement a service like BombBomb.
6) Personalize Everything
Videos, emails, phone calls, texts – every form of communication can be personalized with information you already have. It can be as simple as using a lead’s first name, or more sophisticated like incorporating data from website analytics. Here are a few stats on the effectiveness of email personalization, as found on Campaign Monitor:
- Personalized email messages improve click-through rates by an average of 14% and conversions by 10%. – Aberdeen
- 74% of marketers say targeted personalization increases customer engagement. – eConsultancy
- Emails with personalized subject lines are 26% more likely to be opened. – Campaign Monitor
- Marketers have noted a 760% increase in revenue from segmented campaigns. – Campaign Monitor
Remember, it’s not enough to simply receive online leads. You must work hard to connect with every single one of them, as quickly as possible. The internet is all about ease-of-access and speed. The old saying rings true: the early bird gets the worm. Or in this case, the sale.
Want to learn more? Read or watch these resources from Lasso:
The Goal of a Sales Process (blog post)
How to Personalize Marketing Emails in Lasso (blog post)