Digital to Dotted Line · Capturing, Converting & Closing Online Leads . About You…. Lead...
Transcript of Digital to Dotted Line · Capturing, Converting & Closing Online Leads . About You…. Lead...
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Digital to Dotted Line
Lead Generation
Market Research
Value Creation
Lead-to-Prospect
Conversion
Prospect-to-Buyer
Conversion
Referral Partners
1.How will I generate enough
leads?
2.How will I avoid price wars?
3.How do I filter out bad
leads?
4.What’s the most efficient
way to close prospects?
5.How do I measure
performance?
Capturing, Converting & Closing Online Leads
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About You….
Lead Generation
Market Research
Value Creation
Lead-to-Prospect
Conversion
Prospect-to-Buyer
Conversion
Referral Partners
1.How will I generate enough
leads?
2.How will I avoid price wars?
3.How do I filter out bad
leads?
4.What’s the most efficient
way to close prospects?
5.How do I measure
performance?
Home Builder?
Remodeler?
Other?
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Model Behavior
Lead Generation
Market Research
Value Creation
Lead-to-Prospect
Conversion
Prospect-to-Buyer
Conversion
Referral Partners
1.How will I generate enough
leads?
2.How will I avoid price wars?
3.How do I filter out bad
leads?
4.What’s the most efficient
way to close prospects?
5.How do I measure
performance?
[photo of unicorn]
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Tech: Advantage Buyer
Lead Generation
Market Research
Value Creation
Lead-to-Prospect
Conversion
Prospect-to-Buyer
Conversion
Referral Partners
1.How will I generate enough
leads?
2.How will I avoid price wars?
3.How do I filter out bad
leads?
4.What’s the most efficient
way to close prospects?
5.How do I measure
performance?
Easier than ever to find a new home and commoditize/eliminate builders
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Big getting Bigger!
Lead Generation
Market Research
Value Creation
Lead-to-Prospect
Conversion
Prospect-to-Buyer
Conversion
Referral Partners
1.How will I generate enough
leads?
2.How will I avoid price wars?
3.How do I filter out bad
leads?
4.What’s the most efficient
way to close prospects?
5.How do I measure
performance?
Public builders control land & win the price game
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Is Custom Dying?
Lead Generation
Market Research
Value Creation
Lead-to-Prospect
Conversion
Prospect-to-Buyer
Conversion
Referral Partners
1.How will I generate enough
leads?
2.How will I avoid price wars?
3.How do I filter out bad
leads?
4.What’s the most efficient
way to close prospects?
5.How do I measure
performance?
Custom builders struggle with upfront unknowns, perceived higher price & length of time to design/build
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How to Compete & Grow?
Lead Generation
Market Research
Value Creation
Lead-to-Prospect
Conversion
Prospect-to-Buyer
Conversion
Referral Partners
1.How will I generate enough
leads?
2.How will I avoid price wars?
3.How do I filter out bad
leads?
4.What’s the most efficient
way to close prospects?
5.How do I measure
performance?
Merging Sales Best Practices with Tech
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What type of Builder are You?
Lead Generation
Market Research
Value Creation
Lead-to-Prospect
Conversion
Prospect-to-Buyer
Conversion
Referral Partners
1.How will I generate enough
leads?
2.How will I avoid price wars?
3.How do I filter out bad
leads?
4.What’s the most efficient
way to close prospects?
5.How do I measure
performance?
Traditional Sales Process (CRM)
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What type of Builder are You?
I. Awareness Phase
II. Consideration Phase
III. Commitment Phase
Commitment Consideration Awareness
Customer Relationship
Management (CRM)
Marketing Funnel Automation (MFA)
Machine Learning/Artificial
Intelligence (ML/AI)
Automated Website Lead Capture X X Segmented &
Automated Lead Nurturing
X X Online Behavior
Tracking & Notifications
X X Defined Sales Follow-
up merging Lead/Prospect Stages
X X Continuous Learning
Buyer Behavior X Predicting your next
sale X
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What type of Builder are You?
I. Awareness Phase
II. Consideration Phase
III. Commitment Phase
Commitment Consideration Awareness
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Case Study:
Triple Crown Homes
Lead Generation
Market Research
Value Creation
Lead-to-Prospect
Conversion
Prospect-to-Buyer
Conversion
Referral Partners
1.How will I generate enough
leads?
2.How will I avoid price wars?
3.How do I filter out bad
leads?
4.What’s the most efficient
way to close prospects?
5.How do I measure
performance? Local home builder from Ocala, FL Kathleen Plunkett, Owner/Sales
Manager Sales team of 5.5 Two communities/model locations Scattered lot/offsite YTD Sales 37 Production/semi-custom
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Case Study:
Triple Crown Homes
Lead Generation
Market Research
Value Creation
Lead-to-Prospect
Conversion
Prospect-to-Buyer
Conversion
Referral Partners
1.How will I generate enough
leads?
2.How will I avoid price wars?
3.How do I filter out bad
leads?
4.What’s the most efficient
way to close prospects?
5.How do I measure
performance? Reveal actual buyer behavior BEFORE they became buyers
Lead Phase Prospect Phase A look into the future of Machine
Learning (ML) using Artificial Intelligence (AI)
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Sales Milestones (Integrating Lead/Prospect Stages)
I. Awareness Phase
II. Consideration Phase
III. Commitment Phase
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Sales Milestones Lead (C)Phase
I. Awareness Phase
II. Consideration Phase
III. Commitment Phase
A Lead is converted to a Prospect when all these sales milestone tasks have been completed
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Triple Crown Homes
Lead Generation
Market Research
Value Creation
Lead-to-Prospect
Conversion
Prospect-to-Buyer
Conversion
Referral Partners
1.How will I generate enough
leads?
2.How will I avoid price wars?
3.How do I filter out bad
leads?
4.What’s the most efficient
way to close prospects?
5.How do I measure
performance?
Data is derived from….
10 new home buyers in 7/18 – 7/19
All were sourced online (digital
leads)
All followed the defined Sales
Milestone process and were
converted from a Lead Prospect
Buyer
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Come By
Build Value
Invisible Market
The Invisible Market
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The Invisible Market
Come By
Build Value
Invisible Market
Invisible Market- The majority of the market, which consists of people not actively looking for a builder. Website Visitors and Leads at an earlier
decision stage Do not have the motivation and/or resources to
buy in the near future
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The Invisible Market
Come By
Build Value
Invisible Market
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Website Visitors (July 2018 – July 2019):
Triple Crown Homes
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Website Visitors (July 2018 – July 2019):
Most Visited Content Pages:
1. Floor Plans (5 to 1)
2. Homes for Sale
3. Locations
Triple Crown Homes
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Triple Crown Homes
1 Price Request 57%
2 Planning Guide 21%
3 More Plans 13%
4 Contact Us 6%
5 Other 3%
Leads: Best online Visitor-to-Lead conversion tools
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Lead Stage (D/C)
1. Number of Pages Viewed per Session 4.26
2. Time on Site (Avg 3 min+) 10.1 Min
3. Return (“B-back”) 1.5
4. Days between visits 3
Triple Crown Homes (Leads)
Visitor Lead
B-backs to website
N/A 10.3
Avg Session Duration
4:16 8:56
Avg days to convert
2.5 46
# needed to convert
23.5 3.7
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Prospects
Triple Crown Homes
Visitor Lead Prospect
B-backs to website
N/A 10.3 3
Avg Session Duration
4:16 8:56 2:35
Avg days to convert
2.5 46 21
# needed to convert
23.5 3.7 2.9
Email open rate %
N/A 66.3 vs. 35.4 71
Email click through rate %
N/A 25.6 vs. 7 33.3
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Consideration Phase
Website opt-ins (total) ….
Surveys include: lead gen, events,
follow my home (social media) & live
chat
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Triple Crown Homes
Number of Emails Opened….
Lead Phase 13
Prospect Phase 4
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Triple Crown Homes
Percentage of sales sourced from
website….
(includes website, blog, social media and PPC)
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Summary
1. 5% of new visitors to your website should convert to a Lead
2. 1 out of 4 Leads (online & offline average) should convert to a Prospect
3. 29% of Prospects should convert to a Buyer
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Summary
4. Leads who become Buyers open emails at twice the average (66% vs 26%) and click through nearly 4 times as average (26% vs. 7%)
5. Leads who become Buyers visit your website 3 times more than average and spend 2 times more time per visit
6. Floor Plans are the most popular section of your website for Leads
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Summary
7. Pricing information is the best call-to-action (CTA) for converting a web visitor to a Lead
8. A Lead should be converted to a Prospect within 45 days (completing 1st face-to-face meeting)
9. A Contact Us page only converts 6% of potential online Leads
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The Future……Machine Learning
Artificial Intelligence (AI) learns from history to make predictions without programming
Assigning a probability to each new Lead for becoming a Prospect and Buyer
Increased focus for sales staff on who to follow-up with and who not to waste time with
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Bonus- Free Guide for Converting Online Leads!
Drop your card/email and I’ll send you these slides PLUS a
bonus download….
From Digital to Dotted Line: 10 Mistakes to Avoid and 10 Tactics to Converting
Online Leads into Buyers!
Rick Storlie
New Home Sales Coach
(612) 221-2424