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The ABC's of CRM and OSCIt sounds like a lot of letters, and it is. But these letters are the keys to taking your online sales program to the next level of success. The recently-published 2014 Online Lead Follow-Up Survey found that of 234 top homebuilders, 69% did not call an online lead when presented with a phone number, and 39% did not email them back. Considering that over 90% of homebuyers start their searches online, why is this? They likely didn’t have the right online sales program in place.

The survey identifies 5 elements of a successful online sales program:

  1. Speed
  2. Persistence
  3. Sales Process
  4. Online Sales Counselor (OSC)
  5. Customer Relationship Management system (CRM)

All are equally important, but this year the survey paid special attention to communities that employed an OSC vs. those that did not. This is a person dedicated to responding to, following up with, nurturing and qualifying all online leads, with the goal of setting the appointment for the onsite team. The findings were:

New home communities with an Online Sales Counselor responded 35% more often to online sales leads.
Tweet: New home communities with an Online Sales Counselor responded 35% more often to online sales leads - via @LassoCRM

New home communities with an Online Sales Counselor responded 25% faster to online sales leads.
Tweet: New home communities with an Online Sales Counselor responded 25% faster to online sales leads - via @LassoCRM

The most successful Online Sales Counselors can manage up to a hundred leads per month, but not without a system. This is where CRM shines, particularly a system that’s built for new home sales. Through automated sales processes, follow-up emails, calls and tasks are organized and effortless.

It may seem like a daunting process to identify online sales needs, select the right CRM, hire the best OSC, and implement a sales program that works, but the results are worth the time and energy. With all these elements in place, one OSC initiated 152 sales in a year for her company!

If you’d like more information on the benefits of an Online Sales Counselor, contact Do You Convert at solutions@DoYouConvert.com.

If you’d like more information on how to implement a CRM specifically for builders and developers, contact Lasso at sales@LassoCRM.com.

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