Online marketing expert Mike Lyon of DoYouConvert.com discusses how to leverage results of The 2012 Online Lead Follow-Up Survey to convert more leads to appointments.

1. Follow
Up.
Stand
Out.
Sell
More
Homes
in
2013.
Leveraging
Results
of
The
2012
Online
Lead
Follow-­‐Up
Survey
1

2. IntroducAons
.
.
.
Mike
Lyon
Presenter
Dave
Betcher
Facilitator
Mike
Lyon
Dave
Betcher
Principal,
Vice
President,
Sales
DoYouConvert.com
Lasso
Data
Systems
2

3. Browsers
Webinar
to
Buyers
2nd
Edi;on
Giveaway
3

4. Here’s
What
We
Know
Ø 9
out
of
10
homebuyers
start
their
research
on
the
web.
(Buyers
under
44
=
96%)
90%
Ø Builders
are
implemenQng
successful
online
markeQng
of
new
home
programs,
generaQng
tons
of
online
leads.
buyers
start
online.
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.
4

5. Why
It’s
Important
Ø Online
leads
cost
from
$100-­‐
$200
each.
With
proper
follow-­‐up,
Ø MarkeQng
is
about
interest
20-­‐25%
of
and
engagement
online
leads
Ø Selling
is
about
relaQonship-­‐
building
and
closing
the
deal
will
convert
to
appointments.
Ø With
effecQve
follow-­‐up,
20-­‐25%
of
online
leads
will
convert
to
appointments.
20-­‐25%
of
all
sales
5

6. What
We
Did
Ø Surveyed
200
new
home
communiQes
across
North
America
The
survey
included
a
Ø Registered
on
the
website
variety
of
builders,
home
types
and
plans
Ø Allowed
30
days
of
response
and
follow-­‐up
across
North
America.
Ø Measured
quanQty
and
quality
of
results
6

7. Number
of
Emails
Sent
Of
200
communi;es
surveyed…
only
6%
responded
with
5
or
more
personal
emails.
7

8. PersonalizaAon
Of
200
communi;es
10%
Generic
surveyed…
only
6%
responded
with
5
or
more
34% 56%
Personalized
personal
No Email
emails.
8

9. First
Email
Sent
Of
200
communi;es
0-­‐1
Hour
No
Email
22%
surveyed…
34%
Only
22%
1-­‐4
Hours
12%
emailed
within
1
hour.
4+
Hours
32%
9

10. Phone
Response
3%
22%
Of
200
No
Call
communi;es
1
Call
surveyed…
3+
Calls
75%
75%
did
not
make
a
phone
call.
0-­‐1
Hour
9%
8%
1-­‐4
Hours
4-­‐24
Hours
1
Day
+
4%
4%
10

11. MulAple
Responses
Of
200
communi;es
surveyed…
only
3%
called
more
than
once
and
sent
more
than
2
emails.
11

12. Longevity
Of
200
Ø 24% sent more than 1 email
communi;es
surveyed…
Ø 3% made more than 1 call
only
3%
called
more
Ø 13% sent more than 3 emails
than
once
and
sent
more
than
2
emails.
3% - Only 6 out of 200 made more than
1 call and sent more than 2 emails
12

13. Year
over
Year
Comparison
80%
70%
60%
Not
much
has
50%
changed.
40%
2011
30%
2012
20%
10%
0%
No
Email
No
Phone
Response
Response
13

14. Highlights
Ø Larger
builders
had
defined
process
Ø Quality
of
follow-­‐up
is
sub-­‐par
Not
much
has
Ø Calls
sQll
chink
in
armor
changed.
Ø Only
4
sent
a
video
email
Ø NOT
MUCH
HAS
CHANGED
14

15. Browsers
Webinar
to
Buyers
2nd
Edi;on
Giveaway
15

16. Five
Core
Elements
1)
Speed
Need
for
Speed
+391% Called under 1 minute
+160%
Called
under
2
minutes
+98%
C
under
3
minutes
alled
Lead360
Research
study
of
25
million
data
points
16

17. Five
Core
Elements
2)
The
Follow-­‐Up
Process
LEAD
What
is
Meet
&
Greet
Your
Customer
No
Response
Process?
Responds
Short-­‐Term
Qualify
Follow-­‐Up
Long
-­‐Term
Select
One
Follow-­‐Up
Set
Appointment
17

18. Five
Core
Elements
2)
The
Follow-­‐Up
Process
Immediately
• E-­‐mail
#1
-­‐
Auto
response
Day
1
(Within
5
Minutes)
• E-­‐mail
#2/1st
Call
-­‐
Personalized
Follow-­‐Up
Day
3
• Video
E-­‐mail
#3
&
2nd
call
that
Day
7
• E-­‐mail
#4
Works!
Day
14
• E-­‐mail
#5
Day
20
• 3rd
Call
1
Month
• E-­‐mail
#6
(re-­‐rank)
6
Month
• E-­‐mail
#7
+
Phone
Call
1
Year
• E-­‐mail
#8
18

19. Five
Core
Elements
3)
Persistence
Persistence
Pays
Work
those
Aged
Leads
19

20. Five
Core
Elements
3)
Persistence
Persistence
Pays
Work
those
Aged
Leads
20

21. Five
Core
Elements
3)
Persistence
It
Pays!
Long-­‐Term
Process.
Email
One-­‐to-­‐ Phone
Segment
Blast
One
Email
Call
21

22. Five
Core
Elements
4)
The
Online
Sales
Counselor
DNA
• Immediate Response • Responds if available
• Unbiased Qualification • Only my Hood
• Persistent Follow-Up • Follow-Up if Responsive
• Set Appointments • Make the Sale
• Marketing Mind • Close the Deal
• Long-Term View • 30 Days is a Stretch
• Smooth on Phone & email • Great Face-to-Face 22

23. Five
Core
Elements
5)
CRM/Lead
Management
System
Ø A
tool
that
allows
sales
professionals
CRM
is
to
streamline
their
follow-­‐up
processes,
track
their
progress
and
the
Glue
spend
more
Qme
focused
on
building
relaQonships,
wriQng
contracts
and
closing
more
deals.
23

24. Browsers
Webinar
to
Buyers
2nd
Edi;on
Giveaway
24

25. About
Lasso
About
Mike
Lyon
Group
Lasso
Data
Systems
is
the
leading
developer
of
Mike
Lyon
has
accumulated
a
wealth
of
“real
world”
innovaQve
“on-­‐demand”
CRM
home
builder
knowledge
and
first-­‐hand
experience
in
the
realm
of
solware
for
builders
and
developers.
Lasso,
online
markeQng
and
sales
for
home
builders.
He
delivers
his
informaQon
from
the
trenches
and
draws
deployed
on
thousands
of
projects
globally,
equips
from
his
diverse
background
in
online
adverQsing,
real
estate
developers,
home
builders
and
sales
digital
design,
and
internet
sales.
agencies
to
convert
prospects
to
purchasers
and
to
sell
their
developments
faster
and
easier.
The
Mike
is
recognized
as
one
of
the
top
innovators
in
company’s
solware
manages
potenQal
homebuyers
online
lead
generaQon
and
conversion
for
the
home
online
from
interest
list
to
occupancy
including
building
and
real
estate
industry.
A
highly
sought
markeQng,
sales,
inventory
and
contract
aler
consultant
and
speaker,
Mike
has
worked
with
many
of
the
top
100
home
builders
and
several
of
the
management.
Lasso
works
equally
well
for
diverse
world’s
leading
real
estate
companies.
developments
from
urban
high-­‐rise
to
suburban
townhomes,
single
family,
master
planned
and
He
is
the
author
of
Browsers
to
Buyers:
Proven
senior
communiQes,
and
golf,
mountain
and
ocean
Strategies
for
Selling
New
Homes
Online,
the
home
desQnaQon
resorts.
Lasso
is
designed
for
ease
of
building
industry’s
authoritaQve
guide
on
internet
use,
rapid
deployment
and
pay
by
usage
to
markeQng,
lead
generaQon
and
lead
management
maximize
each
client’s
ROI
and
reduce
their
and
the
newly
released
Social
Media
Guide
for
Real
technology
and
financial
risk.
Lasso
is
a
privately
Estate.
www.DoYouConvert.com
held
company
headquartered
in
Vancouver,
BC,
Canada.
www.lassoCRM.com
25