follow up. stand out. sell more homes in 2013. mike lyon webinar presentation
DESCRIPTION
Online marketing expert Mike Lyon of DoYouConvert.com discusses how to leverage results of The 2012 Online Lead Follow-Up Survey to convert more leads to appointments.TRANSCRIPT
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Follow Up. Stand Out. Sell More Homes in 2013. Leveraging Results of The 2012 Online Lead Follow-‐Up Survey
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IntroducAons . . .
Mike Lyon Principal, DoYouConvert.com
Dave Betcher Vice President, Sales Lasso Data Systems
Mike Lyon Presenter
Dave
Betcher Facilitator
Webinar Giveaway
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Browsers to Buyers 2nd Edi;on
Here’s What We Know
Ø 9 out of 10 homebuyers start their research on the web. (Buyers under 44 = 96%)
Ø Builders are implemenQng successful online markeQng
programs, generaQng tons of online leads.
Ø Follow-‐up is criQcal to leverage online acQvity and convert leads to appointments.
Ø There is a tremendous opportunity for home builders to stand apart from the compeQQon.
90% of new home buyers start
online.
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Ø Online leads cost from $100-‐$200 each.
Ø MarkeQng is about interest
and engagement
Ø Selling is about relaQonship-‐building and closing the deal
Ø With effecQve follow-‐up,
20-‐25% of online leads will convert to appointments.
20-‐25% of all sales
With proper follow-‐up,
20-‐25% of online leads will convert to appointments.
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Why It’s Important
Ø Surveyed 200 new home communiQes across North America
Ø Registered on the website
Ø Allowed 30 days of response and follow-‐up
Ø Measured quanQty and quality of results
The survey included a variety of
builders, home types and plans across North America.
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What We Did
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Of 200 communi;es surveyed…
only 6% responded with
5 or more personal emails.
Number of Emails Sent
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Of 200 communi;es surveyed…
only 6% responded with
5 or more personal emails.
PersonalizaAon
34% No Email
56% Personalized
10% Generic
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0-‐1 Hour 22%
1-‐4 Hours 12%
4+ Hours 32%
No Email 34%
Of 200 communi;es surveyed…
Only 22% emailed within
1 hour.
First Email Sent
8%
4% 4%
9% 0-‐1 Hour
1-‐4 Hours
4-‐24 Hours
1 Day +
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75%
22%
3%
No Call
1 Call
3+ Calls
Of 200 communi;es surveyed…
75% did not make a phone call.
Phone Response
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Of 200 communi;es surveyed…
only 3% called more
than once and sent more than
2 emails.
MulAple Responses
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Of 200 communi;es surveyed…
only 3% called more
than once and sent more than
2 emails.
Longevity
Ø 24% sent more than 1 email
Ø 3% made more than 1 call
Ø 13% sent more than 3 emails
3% - Only 6 out of 200 made more than 1 call and sent more than 2 emails
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0%
10%
20%
30%
40%
50%
60%
70%
80%
No Email Response
No Phone Response
2011
2012
Year over Year Comparison
Not much has changed.
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Highlights
Not much has changed.
Ø Larger builders had defined process
Ø Quality of follow-‐up is sub-‐par
Ø Calls sQll chink in armor
Ø Only 4 sent a video email
Ø NOT MUCH HAS CHANGED
Webinar Giveaway
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Browsers to Buyers 2nd Edi;on
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Need for Speed
Five Core Elements 1) Speed
+391% Called under 1 minute
Lead360 Research study of 25 million data points
+160% Called under 2 minutes +98% Called under 3 minutes
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Five Core Elements 2) The Follow-‐Up Process
What is Your
Process?
LEAD
Meet & Greet
No Response
Short-‐Term Follow-‐Up
Long -‐Term Follow-‐Up
Customer Responds
Qualify
Select One
Set Appointment
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Five Core Elements 2) The Follow-‐Up Process
Follow-‐Up that
Works!
• E-‐mail #1 -‐ Auto response Immediately
• E-‐mail #2/1st Call -‐ Personalized Day 1 (Within 5 Minutes)
• Video E-‐mail #3 & 2nd call Day 3
• E-‐mail #4 Day 7
• E-‐mail #5 Day 14
• 3rd Call Day 20
• E-‐mail #6 (re-‐rank) 1 Month
• E-‐mail #7 + Phone Call 6 Month
• E-‐mail #8 1 Year
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Five Core Elements 3) Persistence Persistence Pays
Work those Aged Leads
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Five Core Elements 3) Persistence Persistence Pays
Work those Aged Leads
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Five Core Elements 3) Persistence
It Pays!
Long-‐Term Process.
Email Blast Segment One-‐to-‐
One Email Phone Call
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Five Core Elements 4) The Online Sales Counselor
DNA
• Responds if available • Only my Hood • Follow-Up if Responsive • Make the Sale • Close the Deal • 30 Days is a Stretch • Great Face-to-Face
• Immediate Response • Unbiased Qualification • Persistent Follow-Up • Set Appointments • Marketing Mind • Long-Term View • Smooth on Phone & email
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Five Core Elements 5) CRM/Lead Management System
Ø A tool that allows sales professionals to streamline their follow-‐up processes, track their progress and spend more Qme focused on building relaQonships, wriQng contracts and closing more deals.
CRM is the Glue
Webinar Giveaway
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Browsers to Buyers 2nd Edi;on
About Lasso
Lasso Data Systems is the leading developer of
innovaQve “on-‐demand” CRM home builder
solware for builders and developers. Lasso,
deployed on thousands of projects globally, equips
real estate developers, home builders and sales
agencies to convert prospects to purchasers and to
sell their developments faster and easier. The
company’s solware manages potenQal homebuyers
online from interest list to occupancy including
markeQng, sales, inventory and contract
management. Lasso works equally well for diverse
developments from urban high-‐rise to suburban
townhomes, single family, master planned and
senior communiQes, and golf, mountain and ocean
desQnaQon resorts. Lasso is designed for ease of
use, rapid deployment and pay by usage to
maximize each client’s ROI and reduce their
technology and financial risk. Lasso is a privately
held company headquartered in Vancouver, BC,
Canada. www.lassoCRM.com
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About Mike Lyon Group Mike Lyon has accumulated a wealth of “real world” knowledge and first-‐hand experience in the realm of online markeQng and sales for home builders. He delivers his informaQon from the trenches and draws from his diverse background in online adverQsing, digital design, and internet sales.
Mike is recognized as one of the top innovators in online lead generaQon and conversion for the home
building and real estate industry. A highly sought aler consultant and speaker, Mike has worked with many of the top 100 home builders and several of the world’s leading real estate companies.
He is the author of Browsers to Buyers: Proven Strategies for Selling New Homes Online, the home building industry’s authoritaQve guide on internet markeQng, lead generaQon and lead management
and the newly released Social Media Guide for Real Estate. www.DoYouConvert.com