No More Marketing Dollars Wasted

money in bin

With effective follow-up, 20-25 percent of online leads will convert to appointments.

Do you know how much you’re spending per lead? How about for each online lead? A website alone can cost $10-$20K, not to mention online content, digital advertising, social media campaigns and email marketing. Builders typically spend an average of $100-$250 per online lead, but unless you’ve got a system to capture online leads and automate the follow-up process, you may be wasting your money.

A combined homebuilder CRM and marketing automation system can do exactly this. As visitors register on your website, leads can feed directly into your database, which triggers a series of events. The lead is sent an auto-reply email, which thanks them for registering and lets them know a live person will follow up soon, and an automatic notification is emailed to the Online Sales Counselor or sales agent that they have a new lead.

Once the builder representative reaches out to the lead and establishes the right course of action, he or she can implement an automated, defined sales process that contains activities and reminders for follow-up. As the needs and urgency of the lead change, so too can the sales process. A sales process contains the essential communications and steps needed to convert the lead into an on-site appointment. With effective follow‐up, 20-25 percent of online leads will convert to appointments. Of those, 30-35 percent will write a contract.* How’s that for a pipeline?

Ninety-two percent of homebuyers today shop online for a home. Qualified prospects are starting their searches on the Internet, and unless you have a system and defined process for capturing, communicating and nurturing them, it’s likely they will move on to the next homebuilder that does.

*Source: The 2013 Online Lead Follow-Up Survey

Dave Clements

Dave is founder and CEO of Lasso Data Systems, the leading CRM for homebuilders and real estate developers across North America. His passion for Customer Relationship Management is foremost that CRM is a core business strategy for home builders to grow revenue, increase profit and improve customer loyalty. His approach is a down-to-earth view that leadership, people and effective processes can leverage the advantages of technology to achieve better business results.