Wh Why Top p of Funne unnel Leads ds are Im Important! Presented by: Ben Keal ben@privatecommunities.com (800)875-3072
THE S THE SALES FU FUNNEL EL 2
• Beginning • Gathering Wh What is “Top of Funnel”? • Researching • Comparing
Typical Sales Funnel Source: https://www.sharplaunch.com/blog/how-to-create-a-real-estate-funnel/
Ma Marketing Goals -“T “Top of Funnel” Generate Qualified Leads Drive Traffic to Website Create “Brand Awareness” Target Demographics Big Value Stand Apart Cast a Wide Net Measure Monthly Generate Interest Remarketing
Ho How d do y you fi fill y your ur funne funnel? Source: https://social.eyeforpharma.com/commercial/digital-power-harnessing- multichannel-marketing-opportunities
9 9 out of 10 10 consumers be begin gin their sear arch using the web… 7
8
Resources for AARC member communities.
Ta Target Co Consum nsumers 10
Pe Persona and Demographics (AAR (AARC Focus) • Relocation • Pre-Retiree & Retired • Age-Targeted, 45-65+ Years Young • Empty Nesters • Focused On Lifestyle • The Home is NOT how they “begin”
Ex Experi rienced Homebuyers • Amenities = Lifestyle • Carrying Costs Matter • HOA • Memberships • Taxes • Proximity to Everything • Health Care • Airports • Entertainment
Lif Lifestyle yle buyers ha have a a long nger sa sales s cycle… 1 3
Beginning The Search = “Top of Funnel” Looking to sell my home and relocate in the next 6 months. Looking to retire in the next 12 months and are interested in WindRiver. Please send info on community, particularly homes available, golf course and equestrian stable. We are about two years away from moving south, but we are planning a trip for Spring of 2019 and are considering visiting your community. We would like as much information as you have on everything from amenities, homes, association fees, the town, and more. Also, do you allow potential residents to stay in your community for several nights in rental properties? Thank you, in advance, for your time and consideration. Planning to retire in a few years, looking for a seaside town to settle in. Any brochure, we are 5 years away from retirement and starting to collect information. WILL NOT BUY ANYTHING UNTIL THEN!!! THANK YOU, M. Lopez
Lead Lead Cap aptu ture e & Tr Tracking 15
CRM CRMs ARE RE A A MUST!
Consumers will consume your content from more than one place… 1 7
Track Multiple Lead Sources and Touchpoints Source: https://www.startupgrind.com/blog/official-guide-to-attribution-modeling-to-improve-marketing-spend/ 18
Attribution ERROR!!!
“… “…Leads n never re reply!” • Lead generated • Sales attempts to contact… • by phone, email & mail • multiple times • No replies to calls or emails • Must have been just browsing…
The neighbor… 21
Do Don’ n’t stop p eng ngaging ng! • Marketing kept Nurturing • 7 months later…requested again • SOLD… $2,500,000.00!!!
Top of Funnel l R. R.O.I. 24
Q: How is our service performing? A: Let me check with sales and I’ll get back to you… 26
Meas asure Everything • USE Data to justify ROI • Multiple Source Codes Phone Calls- Call Rail • Web Traffic- UTM Tracking Codes & Google Analytics • 27
Re Referral traffic is par part of the he Fu Funnel el 28
“O “Other than referrals, our best le leads come from our own websit ite…” - Av Average Community Salesperson
Wh Why C CLICKS t to y o you our w website m matter… Source: https://www.acquisio.com/blog/agency/5-simple-steps-create-facebook-retargeting-campaign/ Source: https://landerapp.com/blog/improve-seo-with-backlinks/
Ta Takeaways Do Don’t t exp xpect t sa sales s at t th the • “b “beg eginning” It It takes lo lots of le leads to convert a • sa sale Ca Captur ure and nd us use “Le Lead d Sour urce” • Nu Nurt rture until they y sa say y STOP • US USE E da data NOT opi pini nions ns •
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