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- Are any of the pages—or listed properties—outdated?
Nothing is more frustrating to a prospect than an outdated website.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.
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!
Better Email Subject Lines Equals Better Open Rates
Email we use it everyday, we love it and we need it! Here is the catchy part, how many of us open every single email we get (especially if we know it is from someone who is trying to sell us something)? Think about it…be honest…okay we are all on the same page now. There are ways, however, if you are that sales person, to get your emails opened (and hopefully read, clicked through and responded to).
Most importantly you need to beef up your email subject line. Subject lines are a deal breaker when it comes to email campaigns. They can send you skyrocketing to super-stardom or send you to the depths of the trash folder with other unread emails or worse- the dreaded spam folder!
Let’s check the stats:
MarketingSherpa.com conducted a recent survey and 40% of email marketers said testing changes to just their subject line had a high impact on their return on investment (ROI). 45% said subject line changes accounted for a medium ROI and only 15% said that testing changes to their subject line results in a low ROI.
Here are a few tips to avoid the trash, stay out of spam, get read and get results.
Who are you? It is vital that your readers know who the email is coming from you. Do not cause confusion in the inbox or your email will end up in the trash box. The name of your company should be the first priority of every email you send. Get into your email settings and double check your “from” tool and ensure your name as well as your companies name are set to be shown. For example, “From: Mike Lyon “.
Make it personal – If you know your readers personally or know a few facts about them use that in your subject line. To catch their eye put their first name in the subject line and it will set your email apart from the others right there in the inbox. Rather than a subject line of Your Recent Home Search – you could put, Mike – Your Personalized Home Search
A matter of importance – Always include as much important and pertinent information in your subject line as you can. If you send out an email about a specific home, community or area – make sure that is featured.
Take it for a test drive – Look through your past email campaigns. Compare and contrast the winners and the losers. Keep an out for certain topics, styles or trends that had popular open and conversion rates.
Be clear and concise – Make it obvious what the email is about in your subject line. If your reader has to click on your email to understand what in the world you are talking about your email will fall into obscurity. This is your one shot to make it clear to readers what you want to say so just say it!
Don’t be a spammer – Spam is a four lettered word in the internet age. We don’t like it, we don’t want it and our email server knows this! They will filter you out of the inbox as soon as you click send. Avoid words such as free, stock, ebay, password, mortgage and do not exclaim anything! Keep exclamations away from your emails. Spam filters love them because readers do not like them.
As always I would love to hear your ideas on what makes your email campaigns successful. Any of you have unique subject lines you would like to share? We are all in this email gig together so let’s get the creative juices flowing!
PCBC 2010 – Social Media Workshop for Sales and Marketing
Join me at PCBC for a hands-on session with some of the best and the brightest in the industry. Learn how you can turn social media into your own personal sales and marketing masterpiece.
Winning in a Web 2.0 World: A Social Media Workshop for Sales and Marketing >>
Date: June 8, 2010
Time: 10 AM- 4:30 PM
Description: The Rules of the Web are ever changing. In this full day session myself along with other industry leaders will help you get ahead on the game, know what the rules are, adhere to the process and make the most of the social media available to you.
Learning Outcomes:
Speakers:
 |
Mike Lyon, President, Mike Lyon Group, Inc |
 |
Jim Adams, CEO, NewHomesDirectory.com |
 |
Sarah Yaussi, Executive Editor, Hanley Wood - Big Builder |
 |
Jeff Click, President, Jeff Click Homes |
 |
Allison Buffom, Online Marketing Manager, SummerHill Homes |
Home Buying Process from a Woman’s Perspective (i.e. the decision maker)
It is no secret that in most families when it comes to decision making or for better terms – money spending- the woman “wears the pants”. If you are a home builder or real estate agent trying to sell these homes – you need to know the deal breakers in this process. So here is a glimpse inside the female mind when it comes to finding a real estate agent and a home, from the smartest woman I know, my wife Cori:
My loving husband asked me to write this blog- he wanted a blog about my home buying process and experience. I say “my experience”, because I am the one who does the leg work, decides where we want to be, looks at the homes, narrows it down, then has Mike come for final approval so I don’t feel so bossy.
Schools Rule
The first thing I do when home shopping is to decide what schools we want. I use GreatSchools.net to research schools in the area and to find the exact school I want my kids to go to. After narrowing down the schools, the home shopping starts.
Unfortunately, there aren’t websites out there where you can search for a home by a specific school (school district- yes- but not specific school). In order to narrow your search down to a school, you have to use a realtor. I get the zip code for the school I want and go to Realtor.com and I conducted my search there. I also tap into my social media resources- go on Facebook and say, “Anyone buy a home in _____ district? What about ______ school district?”
Give Me the Details…like now!
If I’m looking for a new home, I will search online for home builders, check out their website-focusing on floor plans, price ranges and locations. My husband teases that marketing was created for people like me. I choose services and products based on the website. I have two kids and not much time. If the site is confusing, I won’t stick with it to figure it out. If the information I need isn’t on the site, the chances of me calling to find out the basics are slim to none.
“Do you know who I am?” – Be Professonial and Follow Up
Once the list is narrowed down based on the information I find online, I will call for specifics or make an appointment. Again, I have two kids. If I don’t get a response in the following 24 hours, I will probably forget I ever called and I will mark you off my list. If I make time to contact you, it means I am ready to buy and I will not wait around for a response. Email is wonderful- I can get information while juggling kids, but phone calls are also great.
I once looked at over five homes by calling each listing agent and scheduling an appointment. Not one person was on time, let alone early enough to prepare the home for a walk through. If I am able to be there on time with my kids in tow, I expect the same courtesy. On the sixth home, when I got there the home was open and ready, the agent handed me info on herself and the home, she was able to answer all my questions and right there on the spot she became my agent. Everyone is busy, timeliness is vital.
Another thing that drives me bananas, are agents and sales people who don’t know the answers to my questions or do not get the information to me in a timely manner. Know the basics and if I ask an obscure question, no biggie, but get me the info and soon!
Most importantly- follow up- it really does work. If I contact you, I want to hear from you. AND I will remember you. I will go about my day- think of a question to ask you, forget that question and then I get an email from you and BAM, I remember.
The internet was invented for women like me. I can get more done with my kids. If you are in the places where I am, I will see you. If you have a good website, good follow-up and helpful sales people, I will love you!
