1. 1
A Study of Demand Segmentation and Lead
Management for Land and Plots for
Housing.com
Summer Internship Report Submitted in
Partial fulfillment of Integrated MBA/ MBA Programme
2015-2016
By
Saransh Poddar
11/IEC/095
To
School of Management
Gautam Buddha University
Gautam Buddha Nagar- 201 308

2. 2
Declaration by Student
I SARANSH PODDAR registration No 11/IEC/095 hereby declare that this project work is
the result of my own research and no part of it has been presented for any other degree in this
university or elsewhere. I am solely responsible for any error found in this work.
Date: …………………….
Place: ……………………..
Student Signature: ………………………………….

3. 3
To Whomsoever It May Concern
This is to certify that Saransh Poddar student of Integrated MBA 9th Semester at School of
Management, Gautam Buddha University, Greater Noida has done a project work entitled
“Lead Management.” at our organization from 20th May’15 to 20th July’15.
Signature of Co-Supervisor
Name and Designation of the Co-Supervisor

4. 4
Certificate from the Faculty Guide
This is to certify that the project titled “Lead Management” has been done under my
supervision by Saransh Poddar of Integrated MBA IX semester.
Name and Signature of the Faculty guide

5. 5
Acknowledgement
Every project big or small is successful largely due to the effort of a number of wonderful
people who have always given their valuable advice or lent a helping hand. I sincerely
appreciate the inspiration; support and guidance of all those people who have been instrumental
in making this project a success.
I, Saransh Poddar the student of Gautam Buddha University (Integrated B.Tech + MBA –
IX Semester), am extremely grateful to HOUSING for the confidence bestowed in me and
entrusting my project entitled “Lead Management” with special reference to Housing.com.
At this juncture I feel deeply honoured in expressing my sincere thanks to Mr. Aditya Patil
(Business Head Land/Plot Department) Mr. Vivek Poddar (Operations Manager Land/Plot
Department) and Mr Anant Sethia (Operations Manager Land/Plot Department) for making
the resources available at right time and providing valuable insights leading to the successful
completion of my project.
I express my gratitude to Mr. Vinay Litoria, Placement Cell, for arranging the summer
training in good schedule. I also extend my gratitude to my Project Guide Mr. Satish Kumar
Mittal, who assisted me in compiling the project.

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Executive Summary
In the current time, Lead Management and Demand Segmentation is among the top business
priority for the company. Lead Management is a set of methodologies, systems, and practices
designed to generate new potential business clientele, generally operated through a variety
of marketing campaigns or programs. Lead management facilitates a business's connection
between its outgoing consumer advertising and the responses to that advertising. These
processes are designed for business-to-business and direct-to-consumer strategies. Lead
management is in many cases a precursor to sales management and customer relationship
management. This critical connectivity facilitates business profitability through the acquisition
of new customers, selling to existing customers, and creating a market brand. This process has
also accurately been referred to as customer acquisition management. The general principles
of lead management create an ordered structure for managing volumes of business inquiries,
frequently termed leads. The process creates an architecture for organization of data,
distributed across the various stages of a sales process, and across a distributed sales force.
With the advent of the Internet and other information systems technologies, this process has
rapidly become technology-centric, as businesses practicing lead management techniques have
shifted much of the prior manual workload to automation systems, though personal interaction
with lead inquiries is still vital to success.
The report talks about the various activities carried out at HOUSING through Operations for
the Land/Plot Department on the Lead Management and the segmentation of various
demand and lead sources. While working I could make out some loop holes, so I suggested
some commendations that could enhance the effectiveness of such programs in future.
I feel lucky because I was a part of Housing.com when it launched its new campaigns related
to land and plots and their branding campaigns as well and I could get a small idea about the
entire idea behind it.
At the end I also tried to draw management’s attention towards some of the areas where the
improvement is possible. The overall journey at Housing.com was a kind of on the job training
that helped me to gain lots and lots.

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Table of Contents
S.No Contents Page No
1. Organization Overview 2
2. Literature Review 3
3. Introduction
Real Estate industry
Topic-Lead Management
Organization-Housing.com
5
8
9
4. Objectives of the Project 10
5. Lead Management 11
6. Research Methodology 12
7. Data Analysis and Interpretation
Findings and Conclusions
Managerial Implications
14
33
36
8. Suggestions
Limitations of Lead Management
References
37
41
42

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Organization Overview
Housing.com is one of the world’s fastest-growing online real estate platforms. At Housing,
we aim to give home-seekers and home-owners respite from endless on-site visits, negotiations,
paperwork, fake listings, and more. To make your house search easy, we have created a simple
yet innovative interface. You can explore flats in your neighborhood, view all amenities
closeby and take a virtual tour of every property. With 100% verified listings and genuine
pictures of properties, getting your new place is just a few clicks away!
A group of twelve students from the Indian Institute of Technology, Bombay founded
Housing.co.in in June 2012, currently having nine founders. The company bought
the domain Housing.com and the number 03-333-333-333 in September 2013 for a total of
$1M.
Housing.com has raised four rounds of funding since its founding in 2012. The company raised
$2.5 million in Series A funding from Nexus Venture Partners in June 2013. The company
used the funds to create its Data Science Lab and to expand to four
cities: Bangalore, Gurgaon, Pune, Hyderabad. The company raised another $19M in venture
funding, led by Helion Venture Partners, in April 2014. Softbank have led a $90 million
investment in Housing.com along with Falconedge and other investors in December
2014.[21] Housing.com closed two undisclosed rounds of funding in February and March 2013.
The rounds were led by Network18 CEO, Haresh Chawla, and Zishaan Hayath, the co-founder
of Chaupaati Bazaar.
In early March 2015, the company had a nation-wide brand launch, and revealed its new brand
logo, colours and brand philosophy; with the tagline 'Look Up'. The brand launch was
advertised in national newspapers and hoardings in several cities across India; and notably, on
the company's social media pages.

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Literature Review
Lead Generation for Complex Sale By Brian J. Carroll
The old way of selling no longer works, particularly in business-to-business (B2B) sales.
Information is readily available online for anyone interested in a product or service, making
the salesperson almost obsolete - at least in the early stages of a customer's quest. That's why
building relationships with prospects and nurturing qualified leads are more important in
today's world of complex sales than cold calling or making pitches. Lead generation consultant
Brian J. Carroll advocates having your marketing department manage a well-designed program
to feed the sales pipeline. He covers the fundamentals of creating a lead generation strategy
that emphasizes quality over quantity, from fashioning an ideal customer profile to using a
variety of communication tactics to convey your message to potential customers. He also
discusses how to nurture leads until they are sales-ready.getAbstract recommends this tactical
update to anyone in B2B sales or to those who are pursuing a progressive lead generation
strategy.
Managing Sales Leads By Bob Donath, Richard Crocker, Carol Dixon
This one-of-a-kind book introduces sales lead management -- a systematic approach that
combines the strengths of marketing and sales for greater productivity and
profitability....Written for every marketer, sales manager, and business executive selling to
business or to consumers, "Managing Sales Leads" is not a panacea -- it is good business sense,
proven by years of experience.

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Perspectives onIncreasing Sales By Marvin Miletsky, James A. Callander
Who's the real sales expert: the salesperson or the consumer? Each has a different approach to
effective sales and what will really move the consumer to take action. Each approaches buying
and selling from a different angle - a different perspective - and without understanding both
points of view, the picture is never fully complete. Perspectives on Increasing Sales is the first
book to offer both sides of the story. In an easy-to-read, question/answer format, Marvin
Miletsky provides the salesperson perspective while James Callander gives the customer point
of view on topics including finding new leads and prospects, successful negotiations, landing
an account and closing the deal, managing and improving the relationship and a whole lot more.
What makes this book different from other sales-oriented books is that there is no author
collaboration or sharing of information during the writing process. Neither author was aware
of what the other was writing. The result is a fascinating, no-holds-barred look at increasing
sales as both the salesperson and customer see it, leaving readers with a list of action items and
a better understanding of core sales concepts to dramatically improve success rates.
The New Rules of Lead Generation: Proven Strategies to Maximize
Marketing by David T. Scott
Lead-generation marketing is evolving rapidly, but many companies are still using the same
methods they always have. How can a marketer know which lead generation tactics will
provide them with the best, most actionable leads for their products or services? What's been
missing-until now-is a strategic look at how lead-generation tactics can work together to
produce the maximum number of quality leads. In "The New Rules of Lead Generation",
marketing expert David T. Scott examines the seven most successful tactics, including e-mail,
direct mail, and search engine marketing; banner and social media advertising; cold calling;
and trade shows.
He reveals when to use which tactics, how to use them cost-effectively and get the best results,
and how each tactic has changed in recent years and will continue to evolve in the future.
Readers will also discover how to test new approaches on a limited budget and how to combine
multiple tactics for a more powerful, integrated campaign. Featuring valuable tools for tracking
costs and measuring results, this indispensable book shows marketers everywhere how to
capture the leads they need to help their companies succeed.

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Introduction
Industry Introduction (Real Estate in India)
Overview
The real estate sector is thought to be collapsing due to increasing costs of financing. Real
estate projects in India take a long time to complete due to a complicated and corrupt regulatory
mechanism. Several of the India's publicly traded real estate firms are in debt. The inventory
of unsold real estate assets in growing and it is expected the market will undergo price
corrections. According to Mumbai-based market research agency, Liases Foras, 30% of the
transaction in the real estate sector is done with black money.
In 2006, Himanshu Joshi, the Director of Monetary Policy Department, Reserve Bank of India,
published a paper which raised concerns about the rapid growth of the housing market and its
sustainability. The paper said that the house prices in India were correlated more with interest
rates and credit growth, and very little with the growth of real income.
In a September 2013 interview, Venkatesh Panchapagesan, the Head of Century Real
Estate Research Initiative, IIM, Bangalore, said that the weakening of the rupee and lack of
credit in the sector would cause prices to fall. He also said the prices should be falling faster,
but due to the lack of transparency in the sector, it is not doing so.
Recent history
In March 2005, the Government of India permitted 100% foreign direct investment in
construction and development projects. Before that only non-resident Indians and persons of
Indian origin were allowed to investment in the real estate sector. Foreign investors could only
invest through wholly owned subsidiaries and partnerships with Indian firms. However, foreign
investors were not allowed to hold land for speculative purposes.
In July 2013, the Reserve Bank of India increased the bank rate by 200 basis points to 10.25%.
This increased the cost of funds for the entire banking sector.
In July 2013, the State Bank of India took ownership of a condominium project called Teen
Kanya in Kolkata after the builder, Begal Shelter, defaulted on ₹177,00,00,000. About 400
people, who had paid up to 90% of the prices, found themselves in legal complications.

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In August 2013, Orbit Corporation, a Mumbai-based real estate firm, defaulted on loans
worth ₹96,00,00,000 taken from LIC Housing Finance. Orbit Corporation had taken a loan
of ₹325,00,00,000 from LIC Housing Finance and defaulted on dues worth ₹95,50,00,000.
On 14 August 2013, the RBI put various restrictions on the amount of funds individuals and
companies can invest abroad, in a bid to protect the value of the Indian rupee. Among the
restrictions was a ban on the purchase of real estate abroad.
On 27 August 2013, the National Housing Bank, while presenting the quarterly update of the
Indian housing inder, Resider, that 22 of 26 indexed cities were seeing a fall in prices during
the April–June period.
In September 2013, it was reported that about 650 million sq. feet of assets or about 6,00,000
housing units remained unsold at the end of June 2013, according to the research firm Liases
Foras. Some builders were seen dropping prices and offering other incentives to buyers.

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In October 2013, the RBI issued an advisory to buyers and banks. It asked banks to release
sanctioned individual housing loan amounts in phases linked to construction stages, instead of
releasing the funds as a lump sum. The unlinked loans used to act as cheap credit for builders.
Builders used to encourage buyers to put 20% of the price of the housing unit as down
payment and apply for the rest 80% as a loan. These were called were 80:20 or 25:75 schemes.
This loan was used directly by the builder for construction. The builders would sometimes pay
the interest on the loans for a period. The reason for this was that individual housing loans drew
an interest rate of around 10%, whereas housing project loans attracted an interest rate of 18%.
The RBI also said that using such schemes may affect the credit rating of the buyer and expose
banks to higher non-performing assets.
In July 2015, LIC Housing Finance put up the Orbit Residency Park project of Orbit
Corporation, in Andheri, Mumbai, for auction. It had a reserve price of ₹125,00,00,000.
Legal aspects
Under Indian law, the legal rights of a buyer does not change if a lender takes ownership of a
project for a defaulter. The buyer can possession of the apartment when the project is completed
or can sell it to another buyer.

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Lead Management
A typical outline of a lead management process might follow the following steps:
 Business engages in a range of advertising media (Lead generation).
 Recipients of advertising respond, creating a Customer inquiry, or lead.
 Respondent's information is captured (Inquiry Capture).
 Captured information is then filtered to determine validity (Inquiry filtering)
 The filtered leads are then graded and prioritized for potential (Lead grading)
 Leads are then distributed to marketing and/or sales personnel (Lead distribution).
 Leads are contacted for prospecting (Sales contact).
 Contacted and un-contacted leads are entered into personal and automated follow-up
processes (Lead nurturing).
 End result is a new business sale (Sales result).
While simple in scope, lead (or inquiry) flow process can become complex as clients,
prospective clients, and sales professionals interact. Interactions and subsequent actions create
a variety of potential outcomes, both productive and counter-productive to business
development. This ever-increasing number of scenarios creates functional disconnects, in other
words, critical opportunities to mishandle an inquiry that reduces or destroys its potential value.
Appropriate management of these scenarios is the function of lead management.
Market segmentation is a marketing strategy which involves dividing a broad target market
into subsets of consumers, businesses, or countries who have, or are perceived to have,
common needs, interests, and priorities, and then designing and implementing strategies to
target them. Market segmentation strategies are generally used to identify and further define
the target customers, and provide supporting data for marketing plan elements such as
positioning to achieve certain marketing plan objectives. Businesses may develop product
differentiation strategies, or an undifferentiated approach, involving specific products or
product lines depending on the specific demand and attributes of the target segment.

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Introduction (Company)
Housing.com is one of the world’s fastest-growing online real estate platforms. At Housing,
we aim to give home-seekers and home-owners respite from endless on-site visits, negotiations,
paperwork, fake listings, and more. To make your house search easy, we have created a simple
yet innovative interface. You can explore flats in your neighborhood, view all amenities
closeby and take a virtual tour of every property. With 100% verified listings and genuine
pictures of properties, getting your new place is just a few clicks away!
The organization is the fastest-growing family in the online real estate space. Fed up with
endless on-site visits and fake listings, we created a property search system several notches
above others. Led by passionate problem-solvers and backed by top investors, we have been
hailed as trendsetters in just two years.
Vision
At Housing, we have initiated change — change for the best. Our vision is to help the world
live better. We are on a journey to simplifying everything, so that you can focus on your loved
ones and things that matter the most. We are here to get to the root of every challenge, find a
solution and deliver to you a world that’s filled to the brim with optimism, innovation,
transparency, and advancement. Live better with Housing.
Mission
Company’s mission is Innovation and Optimism for Housing. As India leapfrogs its way to
become one of the fastest growing economies on earth, Housing, spearheaded by an ocean of
highly ambitious individuals, is at the forefront, changing the way the real estate industry will
be experienced in the future across the planet.

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Objectives of the Project
Every business today has to keep track of all inquiries and sales leads that are generated. There
are numerous sources from where different leads are generated. For various organizations it’s
very difficult to manage inquiry and tracking of those leads and most importantly to know the
conversion from the source of various sales leads. A good inquiry management system saves a
lot of time and efforts and in turn saves a lot of man hours for a company. Most lead
management systems will have some intelligent methodology for filtering and assessing lead
data into useful categorizations. There are myriad ways to accomplish this process and some
of them may be specific to industries. The following is a suggested list of possible functions:
 Data verification (i.e., telephone numbers, zip codes, address scrubbing)
 Device Intelligence (i.e., device fingerprint, botnet proxy detection, true geo location,
true ip detection)
 Fraud screening
 Data appending (e.g., appending third-party data such as credit, preferences, purchase
history)
 Grading/Lead Scoring
 Prioritization

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Research Methodology
Scope
When utilizing effective lead management and taking advantage of the systems in place that it
offers; most often the results will surprise you. Effective and efficient, finding the right type of
lead management is of the utmost importance. You will save time and money while growing
your clientele and fattening your wallet at the same time! The general principals of lead
management are to create an ordered structure of managing the large database of leads at every
step of the process. When done effectively you’ll be selling more to new customers, servicing
existing customers and most importantly creating relationships with new customers; all without
a single misstep or missed call! The sheer volume of leads some companies and individuals
accumulate can be overwhelming. With the advent of the Internet and other media outlets this
process is becoming increasingly technology driven – making it easier to track, manage and
engage new and potential clients and making it necessary to turn to a lead management system
like to help you turn those leads to sales. While simple in scope, the lead flow process is
complex as interactions and subsequent actions create a plethora of potential outcomes creating
critical opportunities for mishandling and possibly destroying a potential client. But with this
system doing the handling in all stages of the game, it frees you up to do the selling. The peace-
of-mind that comes from knowing your bases are covered is comforting and helps to free up
some of your time so you can be more efficient and available. This system is there to help you
take your game to the next level, ready when you are!
Objective:
For managing the lead sources and the various sources associated with the demand, a research
process was followed in order to segment the various leads and demand sources in the columns
of age, profession, gender, annual income etc.

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Research Design
 The various potential buyers of land and plots was identified through the research
methods such as exploratory research methods.
 The buyers were identified through the identification of the various possible age groups,
professions, annual income, and source groups.
 The bank account holders who had the potential to buy land/plot were pitched for
demand and their details were inherited from the banks which had their tie-ups with
Housing.com i.e. ICICI Bank, HDFC Bank and Kotak Mahindra Bank.
Research Sample:
The sample for the research process selected was a universal sample. The sample selected for
the research process was based on the gender, age, profession and annual incomes. The people
eligible for the demand pitch has been segmented in the below provided demand segmentation
sheets.
Research Data:
The data to be collected for the research process is the secondary data. The secondary data
was all collected from the lead sources specified below. The data for the demand pitch for land
and plots was decided on the basis of the differences in gender,

20. 20
Demand Sources Segmentation

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Lead Sources
LEAD SOURCE Sub-Category
Website
Quikr.com
Commonfloor.com
Trade Shows
Prompt Property Festival (Mumbai)
Times Homes Fair (Mumbai)
Times Property Expo - (Mumbai, NCR, )
India International Build Expo (Chennai)
Real Estate, Banking and Finance Expo
The economic times realty expo - multiple ciites
Property Investment Expo (Bangalore)
Realcon - in Chandigarh
Buildup - in Bangalore
Email marketing
Content marketing
Online Marketing(SEO)
Paid Search
Online Advertisement
Association with Partners
Just Dial
Sulekha.com
Yellow Pages
Blogs
99acres.com
commonfloor.com
Sulekha.com
magicbricks.com
Data Analysis and
Interpretation

22. 22
Newspapers/Print Media
E-Paper 136
Offline paper 24
Mobile Makrketing
Public Relations Activities
Saransh
Industry groups-Buy data
Telecom - Operators
Social-Media(Linkedion,FB,Google,Etc)
Banks - Income groups
Insurance companies - age group, income
Job portals
Schools - occupation, age of parents
http://www.indianemaildatabase.in/
http://dir.indiamart.com/impcat/email-database-service.html
http://www.2012emaildata.in/
http://www.bulkemaildatabase.in/
http://www.zifzi.com/
http://www.111ideas.com/email_database.html
Sales Exec
virtual Events
Debate on what services an online portal should have
News channels having debates
Cross Selling
People who buy houses
mutual fund investors
big players in the share market

23. 23
Social media Marketing
TV Advertisement
Job Portals
www.monsterindia.com/
www.careerbuilder.co.in/
www.naukri.com
www.shine.com/
www.timesjobs.com/
www.placementindia.com/

24. 24
List of Newspapers
Name of Newspaper Epaper Available
The Times of India Yes
Midday Yes
Mumbai Mirror Yes
Maharashtra times Yes
Hindustan Times Yes
The Economics times Yes
Indian Express Yes
Punya Nagri Newspaper No
Navbharat times Yes
Tarun Bharat Newspaper Yes
vartahar No
Navakal Yes
Dabbang Duniya Yes
The Free Press Journal Yes
Business Line- Hindu Yes
Ratnagiri Times No
Thane Times No
Dhavte Navnagar Yes
Sandhyakal No
Vrutt Mitra No
Bahujanratna LokNayak No
Business Standard(Hindi) No
Afternoon(despatch& Courier) Yes
The Financial Express Yes
Maza Mahanagar No
Hindmata No
Sagar No
Bangalore Mirror No
The Hindu Yes
Vijaya Vani Yes
Kannada Prabha Yes

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Citizen Matters No
Hindu Business Line Yes
Dakshina Bharatha Rastramatha Yes
Udayavani Yes
Samyuktha Karnataka Yes
Business standard Yes
National Standard No
Pune mirror Yes
Dainik Jagran Yes
Noida mega bazaar Yes
Amar Ujala Yes
Daily Post Yes
Dainik Bhaskar Yes
Rashtriya Sahara Yes
Business Bhaskar Yes
Deshbandhu Yes
Jansatta Yes
Millennium Post Yes
Naya India Yes
National Duniya Yes
virarjun Yes
Eenadu Yes
Siasat Yes
Namaste Telangana Yes
Hindi Milap Yes
Dinakaran Yes
DINAMALAR Yes
AnnaNagar Times Yes
Mambalam Times Yes
Chennai Online Yes
Mylapore Times No
Mogappair Times Yes
Tambaram Talk No

26. 26
Thats Tamil No
Chennai Realty No
magicbricks No
Gharbari No
Kalki Weekly No
Kumudam No
Tamilan Express No
Ananda Vikatan No
Business Today No
Rani No
Bartaman Patrika Yes
Statesman Yes
Sunday Times(English) Sunday Edition of Times of India No
Ananda Bazar Patrika - Saturday Yes
Ebela(Bengali) Yes
Janpath Samachar Yes
Pratidin Yes
Prabhat Khabar Yes
Abasar No
Aponzone No
Karmakshetra Yes
Suprovat No
Aajkal Patrika(Bengali) No
Dainik Jagran(Hindi) Yes
Dainik Statesman(Bengali) Yes
Khobor 365 Din(Bengali) No

27. 27

28. 28

29. 29

30. 30

31. 31
`

32. 32

33. 33

34. 34
Call Pitch
AGENT/CUSTOMER
HI Am I speaking to _________. (Yes/No).MY NAME IS______ calling from Housing.com.
I saw that you were looking for land/plots near Pune region. Am i right (Yes/NO). Sir/madam
we have a free service for you to assist you in your search. Our service will help you take a
tour of the entire plot sitting right at your home with the help of our representative. Would you
be interested in this service (YES/NO)
(If No-- how to pitch??).
Link to form: https://loconsolutionsprivatelimited.formstack.com/forms/homevisit_pune1
Customer:Yes
Agent:
Sir can i ask your email id? And your date of birth for a survey purpose
What is the type of project you are looking for? (Land/plot)
Ok, what is your locality of interest?
May I know the Budget range and area of plot/land you are looking for?
So, do you have any preferred day for our representative to visit your home?
And the time of the day? (Mark the slot in which the requested time fits in else mark anytime)
May I know your address? (Door No:,Street,Locality,City)
IS there anything else you would like to share with us prior to visit?
Sir would you like to share your income details for a survey purpose and your profession.
Can you please share your mobile no and email id with us for further contact purposes.
Thank you sir, our representative will contact you as soon as possible.

35. 35
Questions:
Didn’t understand what exactly the product is?
Explain the product in detail as per the introduction
Prioritize convincing the customer for the visit. Emphasize on free service and exclusive
features. They will also stand a chance to win free souvenirs from Housing.com
If not interested?
Sir can i ask you about your past experiences regarding the purchase of land and plots?
Sir have you already invested in some other projects?
Are you opting for some other mode of investment like shares and mutual funds?
Sir should i call you after a month or after a given period of time?

36. 36
OBEJCTIVE:
 VERIFY THE INTEREST OF THE USER.
 GET DEMAND FROM USER.
 SCORE THE USER.
 CATEGORISE THE USER.
LEAD NURTURING
OBEJCTIVE:
 DETERMINE THE STRATEGY FOR BUILDING TRUST.
 APPROACH TO INVIOKE INTEREST OF THE USER.
 BASED ON HIS ENGAGEMENT/ ACTIONS DETERMINE WHEN A USER IS
SALES READY.
FIRST CONTACT STRATEGY

37. 37
RETENTION PLAN
OBJECTIVE:
 HOW TO KEEP THE INTEREST OF THE USER.
 HOW MUCH LEADS NEED TO BE SEND.
 DECIDE ON COMMUNICATION PLAN.
 MEASURE ENGAGEMENT SCORE.
 DECIDE ON PARAMENTER TILL RETENTION NEEDS TO BE DONE.
DEATH OF A LEAD
 WHERE TO STORE THIS DATA.
 SHOULD WE DELETE THE USER DATA

38. 38
 DECIDE ON WHEN THE UPSELLING NEEDS TO BE DONE.
 MEASURE ON WHETHER THE PERSON IS SHOWING INTEREST.
 WHEN TO STOP UPSELLING.
 DECIDE ON WHEN THE DOWNSELLING NEEDS TO BE DONE.
 MEASURE ON WHETHER THE PERSON IS SHOWING INTEREST.
 WHEN TO STOP DOWNSELLING.
UPSELL STRATEGY
DOWNSELL STRATEGY

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 DETERMINE A LIST OF USER WHOM WE CAN CROSS-SELL.
 THIS STAGE IS OPTIONAL AND WILL DEPENDENT ON THE USER’S
INTEREST TILL NOW.
 WHEN TO STOP CROSS SELLING.
 DURATION
 FOR HOW LONG SHOULD THE USER BE DORMANT BEFORE BEING
RETARGETED?
 HOW TO MEASURE IF ANY INTEREST IS REVIVIED.
 WHAT SHOULD BE THE COMMUNICATION PLAN?
 DURATION
CROSSSELL STRATEGY
RETARGETING STRATEGY

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Findings and Conclusions
The conclusion of the project was that the lead sources are not very efficient and
effective.
Lead management is the process bywhichmarketing acquires, evaluates, nurtures
and hands off leads to the sales team. Sounds simple enough, right?
Many companies have no standards in place for properly managing leads, so
weeding out genuine buyers from those just poking around is difficult and time-
intensive. Sales departments often receive weak leads, wasting more time and
ultimately detracting from revenue. In fact, accordingto Gleanster Research, only
25% of leads in a given sales pipeline are legitimate prospects.
The sources were approached and the potential sources were used to generate
leads for the selling of Land/Plots.

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42. 42
Managerial Implications/Theoretical Implications
Based on the findings and the verifications of the lead sources the manager implemented them
in the routine and used the data and the findings for the lead generation procedures.
The various banks and different industries related to the real estate were approached for the
purchase of data of the people who are the potential buyers of land/plot.
The manager contacted the commonfloor people and I assisted him with the work for the
purchase of demand data.
A crawler was setup for the website quikr.com for downloading the demand data of the land
and plot category.
A deal with justdial.com was made at an annual cost of 75 lakhs for the purchase of the contact
info of the people who require land/plot.

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Suggestions
1. Developa Concrete Definition of a Lead and Make Sure your Sales Team Understands
it.
One of the biggest disconnects between sales and the rest of the company is the definition of a
lead. When does a prospect become a lead that a salesperson will actually work on? It’s
estimated that 90 percent of the leads that are sent to sales staff are never acted upon. And there
are generally two primary reasons for that. First, the lead is routed to the wrong person and
never gets passed along to the correct person or at least not in a timely fashion. Second, the
lead isn’t ready to engage with a salesperson yet. So the sales person will make one, maybe
two contacts with that prospect and then move on to “lower hanging fruit.” For better sales
effectiveness, your sales staff and the rest of the company need a more granular definition of
when a prospect becomes an actual lead that should be forwarded to sales.
2. Implement an Effective Sales Efficiency and Productivity Solution (we recommend
Prophet CRM).
For optimal sales effectiveness, you need to provide employees with a tool that captures
information about each and every interaction with your prospects and customers.
3. Track the Source of Lead.
People most often hear about your company and products and services through ads, referrals,
online banner ads or some other form of advertising. You need to keep track of what actually
caused these suspects to raise their hands so you can better determine what works and what
doesn’t. In addition, it’s important to capture the source of each intervening event so you can
determine such things as how many times you need to touch a customer or what order of
touches work best. If you don’t capture the source, you have no way of figuring out what’s
working.

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4. Distribute Leads Quickly.
Studies have shown that if you respond within 48 hours of a prospect contacting you, your sales
closing rate goes up dramatically. Think about your own experiences. How many times have
you tried to contact a company to request information and they never get back to you? By
responding quickly, you set yourself apart from your competitors. Make sure you track this rate
as a key sales metric.
5. Nurture Leads over Time.
Depending on the products and services you offer, most people are probably not ready to buy
based on their first interaction with you. Best practices call for nurturing your leads over time.
You need to develop campaigns that allow you to touch your prospects multiple times so you
can move them through the sales cycle until they’re ready to think about actually purchasing
from you.
6. Excite your Sales Staff about Each Prospect.
The best salespeople focus on detailed qualifying, and so should the rest of your staff. The
more information you have about a prospect, the more excited your salespeople will be about
the lead. Whoever’s collecting prospect information needs to extract additional information
from every prospect with each interaction, including such things as “what interested you about
our products” and “why is it important to you.” They should also try to may the organization
so your salespeople are getting in touch with the decision-makers in each company.
7. Add Relevant Notes to your Prospect Record.
How do you save those interesting bits of information about customers and prospects? If you
tag your records with the names of your competitors on deals, what their objections are,
whether they’ll be a referral or not, which products they already own and so on, you can then
find those detail fast in the future. This allows you to leverage what you learn in order to be
more successful.

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8. Treat your Prospects like Customers.
By capturing the source I mentioned above in #2 about each prospect, anyone at your company
can answer a call from that prospect and more effectively answer their questions. This will
have a significant impact on your prospects and will cause them to want to engage with your
team further.
9. Measure Everything you do.
But in order to measure your results, you need to decide what you want to measure and why.
Then you can capture the correct information upfront. And once you have the right information,
you can determine the return on investment of your campaigns and focus on the campaigns and
prospects that will increase your sales pipeline.
10. Hold Regular Meetings with your Sales Team and Anyone Else involved in the Sales
Process.
You should meet with appropriate staff members on a regular basis to review lead quality,
win/loss records, and funnel information your CRM, so you can continue to improve your sales
effectiveness based on the business challenges at hand. This has the added benefit of passing
learnings to other sales reps, so everyone understand what works, and what doesn’t.
11. Preload your Database with the Right Prospects
Your customers are the first step in prospecting sales leads. Most people think they already
know who their customers are, but many companies tell us they find a few surprises when they
do an analysis of their customer base. So confirm what you know about your customers. Then,
once you know who your customers are, define a few key attributes about them. This could be
external attributes such as geography, SIC code, company size (employee count and revenue),
or internal attributes such as products, territory, credit type and contract type. Now you can use
the profile of your best customers to better define and acquire new prospects.

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Limitations of Lead Management
Learning management systems have been around for quite some time now, some would even
argue that they existed prior to the advent of computers. For simplicity sake, when I refer to
learning management systems (or LMS), I am speaking about the ones used with modern day
technology (think BlackBoard, Moodle, etc.).
Occasionally I hear some feedback from the learning community questioning why we even
need a learning management system. Well, the concept of the LMS really started to take off
when elearning came about. There had to be a system that could effectively deliver and record
content to a specified group of participants. In recent years, elearning has really seen rocket
growth, especially in the United States and in Europe (which account for 70% of the world’s
elearning users). It is even estimated that by year 2019, roughly 50% of all college courses
will be taught online!
So eLearning is here to stay, and the LMS looks to be sticking around as well as a way to
manage students, track progress, deliver online course, and (in some cases) author content. The
LMS acts as the delivery vehicle for content. However, limitations do exist in the major
platforms.

47. 47
For years, the traditional LMS has failed to keep up with modern learning trends, or at least it
always seemed to lag behind a bit. In fact, it’s not uncommon to see limited functionality,
capabilities and options in many of the offerings today. Clunky forums, navigation menu
mishaps, and aesthetics lead to an overall frustrating user experience. What’s more, some
platforms can be difficult to incorporate into a curriculum or with classroom instruction –
especially if the user experience is lacking. Probably one of the biggest complaints with LMS
software is that there is no all-in-one solution. However, I think this is dependent on who is
speaking, and what their project entails.
One thing that I picked-up on quickly when consulting organizations on their learning programs
was that learning management needs are different for each person (or organization). Therefore,
there really can’t be an all-in-one solution, as no individual is 100% the same in what they
need. That said, where learning management systems can gain some ground is if they are easy
to customize. This is actually one of the major reasons we believe that WordPress is optimal
for learning delivery and management.
If you’re looking into an LMS, a good first step is to write out all the features you are looking
for it to have. From there, circle the ones that are “must-haves” in order for your LMS to be
considered a success. With the must-haves in place, underline the “nice-to-have” features. I
personally feel that it’s always easier to start with characteristics, and move onto features.
The growth of elearning and mobile learning creates a lasting need for learning management
systems. Undoubtedly they will evolve to fit the needs and demands. An LMS cannot be
everything to everyone – but with the right software in place, it can get close.

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References
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