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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  +  

10  

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