25 Jun How Builders Can Convert Online Leads
Builders are warming up to the importance of having an effective website that’s easily navigated and SEO-rich. But even the most well laid out site won’t help sales conversions if online leads are not being handled.
Naturally, online leads used to only refer to those generated when potential customers filled out online forms requesting more information, in addition to services like NewHomeSource.com or Realtor.com. Today, leads come from a variety of online sources.
Builder Online reports that an online lead can even include a phone call from someone who saw a Facebook or Twitter comment, an email, or an online brochure request.
Knowing that 25-30 percent of all builder leads are generated from online sources rather than walk-in traffic, a follow up processes is vital so you are not losing prospects.
What Should Builders Do With Online Leads?
Again, Builder Online shares the secret sauce: a prospect should be responded to in five minutes or less, via email or phone, receive seven to nine contacts in the first month, and then one email and one phone call every month until the customer takes action or tells the sales executive to take a hike. Sound like a lot? Customers will tell you if they have moved on or are no longer interested, don’t worry!
Online leads are not just qualified but they have done their homework and are prepared to buy. Online leads convert at a 300% higher rate than your standard “walk-in” traffic. They have already compared and narrowed down their ideal wishes and know what they want.
How Can You Capitalize On These Leads?
Speed is key. The faster the response, the higher the conversion rate. This is because we are immersed in an instant-gratification culture and real time responses are expected. Prospects have taken their time and made their decision, they want to be recognized and responded to immediately once they pull the trigger.
Have a plan. It’s imperative to have an established long and short-term follow up system. A dedicated online salesperson on your staff can really help the conversion process.
No cookie cutter messaging. Use different language in your follow up messages, depending on the lead source and interest type. By targeting specifically to the lead inquiry scenarios and your prospects will feel they are special and respond accordingly.
You may think that responding to online leads is a wasted effort, but consider this: a 2013 online lead follow-up survey showed that out of the top 227 home builders in the country, 41% of sales agents did not respond to leads via email, and 74% did not respond via a phone call. Only 4% sent more than two emails and called the prospect more than once over a period of 30 days.
How do you follow up with your online leads? Share by commenting below or try some of these ideas and let us know how it makes a difference in your conversions!
