Getting Social at the Triangle Sales and Marketing Council
Join me and the Triangle Sales and Marketing Council of North Carolina for two exciting events coming up next week!
Special TSMC Breakfast Seminar with Mike Lyon
Social Media Success: Winning in a Web 2.0 World
Date: August 18, 2010
Time: 8:00 AM -10 AM EST
Location: Breir Creek Country Club – 9410 Club Hill Drive Raleigh, NC
Description: Learn how to touch your sphere of influence through Social Media, Discover ways to quickly implement Social Media into your business plan, Maximize your impact by interacting on sites such like Facebook and Twitter, Engage and grow your online community, and Utilize free tools and tricks to increase your business without busting the marketing budget.
Click Here to Register >>
Converting Browsers to Buyers: Proven Strategies for Selling Homes Online
Date: August 18th, 2010
Time: 12:00 PM- 3:00 PM EST
Location: HBA of Raleigh-Wake County 5580 Centerview Drive Raleigh, NC
Description: Learn about the online sales process, Discover ways to engage leads quickly and effectively online, Maximize your lead capture rate by setting appointments from your website, Attract and capture qualified traffic, Implement a plan to meet and beat your sales goals.
Hope to see everyone there!
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
BuilderRadio Podcast – New Tools to Communicate with Your Prospects and Buyers
Filed under: Best Practices, Interviews, Online Marketing Experts, Online Trends, Resources & Tools
Be sure to stop over and check out the new podcast of an interview I did with my friends at www.builderradio.com
New Tools to Communicate with Your Prospects and Buyers.
Click Here to Listen Now >>
In this interview, we discuss the following strategies for upgrading your sales tools:
1. Lose the ‘Dumb Phone’
A smart phone, such as the iPhone, is like a Swiss Army Knife for communication. It’s always with you, so it’s easy to use to shoot a quick video of a customer or a home, or shoot pictures of a home, and then send them via email. Don’t forget your apps that keep you connected to all the social media outlets. You’ve got to have that ability in your phone to keep in touch and communicate in new ways.
2. Video
Video is the second most powerful form of communication; after face-to-face communication, there’s nothing better than video. Video can share expressions and emotions that you can’t share in an email or even over the phone where you lose that visual communication. Even though it’s still one-way, your buyers can see your excitement, energy and enthusiasm. So it’s very powerful.
3. Video Email
Video can be used to communicate with customers directly. There’s a great tool that I use called Eyejot.com. Video email gives you an opportunity to communicate more and better than your competitors. And the more you communicate, the better your chances are of making the sale. And by the way, a basic Eyejot.com account is free, so it doesn’t cost you anything to communicate on a much better level!
4. Social Networking
Social media is like word of mouth marketing on steroids. The first thing about social media is that it’s very broad; there are so many sites out there. The second thing people tell me is that they don’t have the time to engage in all the different social avenues. When you’re using social media, try to be efficient with it. Use your smart phone in your down time or in the evenings to make quick connections and have valuable conversations, and you’ll see the opportunities present themselves by using these new tools to better connect with Realtors, past customers and future buyers.
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!
Will the iPhone 4 Help You Sell More Homes?
I think, more importantly, the question is how will these new super smart phones continue to change how we sell homes? I shot a quick video of my thoughts.
The long awaited iPhone 4 will soon be coming to a store near you. Steve Jobs revealed the new iPhone 4 last week. This new smart phone has a lot of new hardware updates and features as well as a new sleek look, all of which you can see here. One of the new features has the potential to change the landscape for sales professionals that will use it. The new Face Time video calling feature will give agents who really like to sell “face to face” (don’t we all) the ability to do so via their new iPhone 4 video. This feature gives you the ability to talk face to face to anyone else using the iPhone 4 (wi-fi only for 2010, but you know they are pushing this for 3G, and it is open so I am sure we’ll be talking to other phones too). You can show properties, talk to customers and give them updates on their home construction or whatever your selling heart desires. The ability to connect on this level is going to be a huge game changer.
Another slick new feature is the 720p HD video which eliminates the need for an additional camera like the Flip or Kodak. So if you have been jonesin’ for a HD pocket camera and debating whether or not to upgrade to an iPhone – this should help you make that decision. On top of that, it looks like the photos you can take will kick butt with the new 5 mp lens.
Along with the new 720p HD video, you now have a full featured tool to edit all that content right on the phone. Apple announced the new iMovie for iPhone, the demo was pretty cool. My mind is racing with all of the possibilities. Think about recording a quick video intro to a property, pulling in 10-15 photos of the home with a Ken Burns effect, finishing off with another video message and including a nice music overlay and titles, all while in your car outside of the home. Crazy right?
Video is one of the most underutilized tools for selling homes. The more comfortable you are with video the better off you will be. You can’t get more comfortable than having this rocket right in your pocket.
Now – if AT&T would just improve their network. It’s not too bad in my neck of the woods but I know others who complain.
So, are you thinking about a new smartphone? I am still on the fence but my “apple-fanboyness” is drawing me in to the iPhone 4. If you are comparing the latest phones, check out the helpful infographic below from Mashable.
What do you think? Will you be buying the new iPhone 4 and how do you plan to use it in your business?
Below is a video ad of the cliffnotes version of the keynote.
