Do You Go The Distance with Prospects?
Do you find yourself asking, “Why doesn’t anyone respond to me?” In this video I talk about some facts that might surprise you. Like less than 10% of sales professionals follow up more than 3 times?
I also give you the formula for increased responses. It’s actually pretty simple.
View the video here
Have You Shopped Yourself Lately?
Looking to increase conversions? Think like a customer.
O.K., so you’re a successful homebuilder. Fantastic. And you’re marketing online—and maybe even taking advantage of an Online Sales Counselor to increase prospect interaction, response and conversions. Even better.
Still, you’re probably starting to realize it’s no longer O.K. to just sit back and wait for homebuyers to come a-knocking. Today’s online marketing technologies evolve and improve almost hourly, so if you want to make sure you’re focusing your online marketing efforts in the right areas, it’s critical to keep up with what your competitors are up to, as well.
The alternative? Being left behind in a huge cloud of technology dust. Here are a few quick tips that every marketing manager/OSC should be doing on a regular basis.
Google new homes in your areas—and see how you stack up.
In a few seconds, you can do a quick Google search for “new homes [your town]” and see how you rank in the search results (or if you rank at all). You’ll get a glimpse of your competitors’ offerings—and maybe even discover some new options for listing properties in other areas.
Just keep in mind: results and rankings change almost constantly, so make sure you constantly optimize your site for easy access by Google and other top search engines.
Don’t trust third-party sources for accurate, up-to-date listings.
Do you list your homes on third-party sites like NewHomeSource.com, NewHomesDirectory.com, Trulia.com? Again, search these sites for homes in your area as if you’re a customer to make sure your listings are current and accurate. Try searches in different areas and investment ranges. These websites don’t have time to keep up with everyone’s inventory—so make sure you check back with them often to make sure your listings are up to date and correct.
Try to “break” your website with a critical test-drive.
Curious how your site performs when a potential customer is searching for a home? Again, put yourself in their shoes—or at least in their web browser. Fire up your site with a critical eye, as if you’re seeing it for the first time. Then, ask yourself:
- Is the navigation intuitive?
- Are communities and floorplans easily accessible?
- Are any of the links “dead”?
- Are any of the pages—or listed properties—outdated?
Nothing is more frustrating to a prospect than an outdated website. That means one of your most important online marketing jobs is to MONITOR AND UPDATE EVERYTHING constantly. At the same time, make sure your company’s important features and promotions are properly highlighted—and that navigation is part of the solution (instead of a sales-blocker).
Don’t forget to keep track of competitors, too.
It’s easy to become complacent and think that the online homebuilder marketing universe revolves around you. Don’t worry; it’s just human nature, but it’s also one of the great barriers to expanding your horizons—and your success. Keeping an eye on your competitors’ sites is one of the best ways to learn about new features, programs and marketing strategies you may be able to leverage for your business.
Submit a request—to your OWN company.
O.K., so you send out hundreds of emails a month. But are you on the receiving end of your own marketing campaigns? You should be. Just remember the old phrase “Out of sight, out of mind.” Make sure to include your own contact information in all your marketing campaigns—automated or otherwise—to make sure your messaging is concise, properly targeted and correctly delivered. In your new “consumer” mindset, you may realize you don’t like the tone, phrasing or even the overall content of the communications you’re sending out to represent your company.
Conduct period reviews of the online marketing landscape.
Over time, for various reasons, web-based programs and processes for marketing your business online will break down and stop working. By far, the best way to check your entire web-marketing ecosystem is to regularly conduct new-home searches via your own site—as well as those of your top competitors. Just make sure that SOMEONE in your organization is the “point person” for periodic reviews of the online marketing landscape.
Remember, today’s web-savvy customers are already comparing you to your online competitors—so you might as well be aware of what they’re seeing. That way, you can proactively plan new programs and quickly react to competitive developments.
Secrets of Success from Online Sales Counselors
Earlier this year, I had the great opportunity to present at the International Builders’ Show. As I was preparing, I sent out this message on Twitter: “Preparing the presentation for IBS, anything specific you would like to hear?” In no time, a user responded, “How about you only talk about the stuff that works.”
I laughed, and then realized that this response was right on. It’s easy to get caught up in theory and ideas, preaching instead of teaching. Often people know what they need to do, they just need “real world” examples to reinforce their knowledge and get them moving forward.
In that light, I’m taking this article to the street. I’m fortunate enough to have worked with some of the best Online Sales Counselors (OSC) across the nation. Let’s hear from these superstars on what makes them and their program so consistently successful.
“It’s all about fast, personal service,” Says Leah Kaiz, an OSC from Virginia. “I’ve found that people respond when they can tell you are genuinely there to help.”
One easy way to create higher response rates is to send emails that don’t look canned explains Leah, “I’m not a fan of pretty templates. When they arrive in my inbox, I know they weren’t designed uniquely for me. So do home buyers.”
Russ Klintworth, OSC for Simmons Homes reminds, “Not everyone will respond, it doesn’t mean they didn’t get the information. By sending more specific questions you increase your chance for a response.” Bottom line; don’t give up after just one email.
Kate Jacobs, OSC for American West Homes, using similar techniques says, “People like to talk about themselves. I ask something like ‘I’m curious, what’s changed in your life that has you out looking for a new home?’ Once I added that line in my emails, my response rate increased dramatically!”
Pay attention to customer feedback. When Elena Mora, the OSC for Ideal Homes, hears, “Wow! That was fast! I just sent my request less than a minute ago.” She knows she’s doing everything right.
Customers are impressed when you contact them while still on your website. Elena elaborates, “I respond to my leads in 5 minutes or less, and I have a rigorous follow-up system. I am here to help them with their home search.”
A few simple tricks can make the difference between providing information and creating consistently high conversion rates. Kate’s observation exhibits the need for a detailed personal follow-up system. “The buying cycle is so much longer now that the need for long term follow-up is so important!”
Each OSC has a detailed System. Russ knows follow-up isn’t a trick it’s common sense, “My goal is to answer every email and phone call promptly. The more knowledgeable you are about your product the better you interact with the prospective homebuyer.”
All OSC’s agree that in order to convert a conversation to an appointment, every communication needs to build a bridge from OSC to the onsite managers. “I often say things like ‘that is a great question for Jenny, our site manager, would you like me to set that up for you?’” Says Leah.
Elena explains, “I know which emails and calls they responded to, what they said, and what their hot buttons are so I can develop a script that will motivate them to come out to a model.”
Over the past few years as home search has changed so too has the role of an OSC. “I’ve found that social media has added to the richness of an OSC position. It gives multiple outlets to interact with past, present, and future homebuyers.” Says Leah.
Kate concurs, saying, “With social media taking off like it has, OSCs are seen now as the “face” of the company and serve as a true ambassador.”
“Maintaining a high web presence is key,” says Russ, “given the amount of time buyers now spend on the internet during their home search.”
Isn’t this great. These folks are so smart!
Sit in on a day-in-the-life of a successful OSC, and you’ll notice common traits among top achievers. Consistently high numbers are not luck of the draw. They aren’t due to the outdated belief that the same clients would be swingin’ through model doors anyway.
Let’s face it, those doors are not swingin’ like they used to. With 90% of buyers beginning their home search online, an OSC, implementing a proven process, will insure that qualified buyers mosey into that sales office.
Here are a few of the common traits I see all across the country:
Be quick on the draw. OSC’s know they are 100 times more likely to set an appointment if they catch a lead while still on their website. That means lightning fast response time. Firing off an email when a prospect is still on their computer engages the lead quickly with attentive customer service.
Use a Lead Management System and implement a process. Once contact is made and key information is identified, the OSC begins building a relationship. Customer Relationship Management (CRM) systems allow OSC’s to create short-term or long-term follow-up consistent with the buyer’s specific needs.
Sell the appointment, not the home. In this position and process, the “close” is setting the appointment. Understanding how to ask and being prepared for the common objections that will follow gives the advantage to those who are ready. It may seem obvious, but that’s what separates people who send emails, from highly effective OSC’s who facilitate sales.
One thing to keep in mind, while not every builder can have a full-time OSC, you absolutely, positively, without question must assign someone within your organization the responsibility of fast follow-up with initial contact from a prospect.
At the International Builders’ Show this year, Myers Barnes, noted New Home Sales Trainer, made a great statement: “We aren’t producing any more customers this year. If you want more sales you are going to have to steal them from your competition” By responding fast and responding right to your internet leads, you will be able to do just that.
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This article originally appeared in Sales & Marketing Ideas Magazine
Create New Prospects with Effective Call and Email Campaigns
Are you looking for affordable ways to drum up new business? The tax credit has expired and many real estate marketing and sales departments are huddled in their conference rooms brainstorming ways to generate new business.
In most housing markets, you still have a good percentage of shoppers out there looking for their next home. So how do you guide them to you? One logical solution would be to launch an email campaign or phone call “blitz” to connect with past prospects and shift them in gear.
The question is, are you getting the right results from your efforts. Too often, these campaigns are poorly executed with the wrong strategy, weak message, no call to action, or no connection with the front line sales team. With this reality in mind, here are a few ideas to help you drive better responses from your email and call campaigns.
Think “Prospecting”
The new age of selling requires everyone to generate their own leads. Don’t rely solely on your marketing department for the message. Take the time to craft your own marketing messages to use via email and phone. Create your email templates; it’s easy with email service providers like MailChimp, Constant Contact, and iContact. Be sure to include a powerful subject line and open with a catchy intro to grab their attention. Keep it personal but remember, time is a precious commodity—for both you and your prospect—so prepare in advance. Don’t get on a call without a practiced phone script and a voicemail message ready to go.
Build Momentum By Starting with the Right People.
Approach your more likely prospects first. Build a quality list of interested people who want to hear from you and start with them.
Focus on decision-makers. If a prospect tells you they need to speak with a spouse/significant other, ask if there might be a good time to talk with them on the phone. This is a common objection, so dig deeper to see if they have other reasons for pushing back.
Why Are You Calling/Emailing?
Before you click or dial, be clear with a powerful reason for initiating this contact. Be very specific in your message to prospects when you connect. The desired next step is to generate the in-person appointment. Don’t just call to chat during a call campaign—that will only slow you down.
Practice Smart Time Management.
Set aside non-interrupted time to focus on your goal of calling and emailing. Make this time productive by avoiding distractions. These campaigns require a weekly time allotment if you want results, don’t just leave this important business development task to be squeezed in when it is “convenient”.
Have We Talked About Follow-up?
Follow-up is essential and expected. So what happens when you prompt a response from a prospect? Be prepared to react by having your follow-up strategy in place. You will stay on track when you have your responses and next steps ready beforehand. Momentum is important. Don’t compromise it with lack of preparedness.
Keep up the frequency. Most sales executives fade away after 1-3 contacts. Remember, it will take 5-7 touches to generate a response, so keep the communication going.
Call then email, email then call. As we talked about in the previous post. After you send the email, pick up the phone and call the customer to let them know you are trying to reach them.
Are you going to take advantage of the opportunity to catapult your call and email campaigns into successful lead generating campaigns? Put your plan in place and then make it happen!
Email is to Phone like Peanut Butter is to Jelly
Sometimes, do you feel like your prospects never even existed? Are there times when you think that the initial request was submitted by a ghost?
I wrote a while back about the tendency for sales executives to hide behind email and not make enough calls but what we have seen when you marry these two together, magical things can happen. Every time you send an email, it can be a great excuse to pick up the phone and call and vice versa. When you put these two together, you will notice that:
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1. Prospect response rates increase.
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2. It highlights your professionalism by providing both a verbal and written trail of your follow up.
Now, since neither of these mediums allows you to be face to face, you must make sure that you focus on crafting the right message that will stand out from the crowd.
Just by following these simple steps, you will outpace other sales professionals who want your buyer.
Let’s take a look at a sample email/call double whammy.
Voicemail:
Hi Susan, my name is Mike with Best Choice Homes. I received your request from our website for more information about a home.
There certainly is a lot of information that you can get online, isn’t there? I just wanted to let you know that I am here to provide fast answers to any questions you might have.
I also have some specific information regarding your search that I would like to talk with you about.
You can reach me at (insert phone number). Again that’s (insert phone number). I will also send you a follow up email with my contact information as well.
I look forward to discussing this information with you soon. Take care Susan.
Now, right when you hang up – you fire off your email that goes something like this:
Email Subject Line: Susan, Your Request from Best Choice Homes
Hello Susan,
My name is Mike Lyon with Best Choice Homes. I just left you a brief voicemail and wanted to get in contact with you regarding your request for information on our website.
I know that searching for a new home can be overwhelming. I am here to help make that process easier. Not only can I provide fast answers to your questions, but I can save you valuable time on your new home search.
I have some great information that I’d like to review with you. I look forward to hearing back from you soon. You can reach me at directly at (insert phone number).
I will be sure to follow up with you again by email and phone in the next couple of days.
Thank you!
This establishes a few things in the buyers mind:
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1. You are a professional.
2. You do what you say you will do. In your call you say you will email, in your email you say you will call.
3. It sets the precedent that you are not going to give up.
4. You are there to help.
Now this is just an example of a first response. You can basically do this for every phase of the sales process. If they have given you permission to follow up then go for it! You never hear complaints from home buyers that “they just followed up too much”. It is always the opposite, “Well I called/emailed and I never heard back”.
You should not be timid in this area. In fact, in my experience of handling 1000’s of phone calls and 1000’s of emails. I can count on one hand the number of times I have had someone react negatively to me following up this way. Why do you think that is? Put yourself in the prospect’s shoes. If they are a potential buyer who is actively looking, what do you think they will do? People are busy, there are numerous reasons why they don’t respond right away – but eventually, you will invoke a response out of active shoppers. They will gravitate towards the sales professional that follows up the best and provides the most relevant information.
You may not believe it, or maybe you think following up 7-10 times with a prospect in 30 days is too much. Well, I dare you to try it. If only for one month. Give it a shot and if it doesn’t lead to more conversations, appointments and sales – I’ll let you slap me the next time we meet.
