Has your motivation for lead prospecting hit a brick wall? Do you feel like despite all your efforts, your follow-up communication is being ignored?
It’s every marketer’s battle. It’s every agent’s struggle. But here’s some comfort: You’re not alone. Getting a person’s attention is more difficult today. According to Microsoft Corp., we generally lose concentration after 8 seconds -- showcasing the effects of our digital lifestyles on the brain.
So, why is it so hard to get in touch with someone when they’ve already showed interest?
We need to be scientific, but also creative.
Marketing teams like to be creative. They love to create content they think people will share, talk about, and comment on. Something to stick in the back of their minds. And then, they blast it out to the world. You’ll see it on Facebook. You’ll see it mentioned by news channels.
But there’s a problem. They’re looking to be creative without knowing if they’re touching on the concerns and needs of their clients. It’s a shot in the dark, and it usually focuses on their own business -- not the client’s.
To get someone’s attention, you need to be both scientist and creator. Forget the wacky sales tactics, “proven” formulas, and going bigger. Apply the scientific method (craft a hypothesis, test it, and measure results), but also sprinkle in creativity … based on the data you’re receiving.
It’s a balance. Here’s how to do smart prospecting....
1. Use Insights from Your Lead Database
Not sure how to make your sales pitch or initial follow-up better? Look at the people in your database, or real estate CRM. Observe the behavior of your leads. BoomTown’s CRM shows what properties people are looking at now and recent houses they’ve liked. It also has an algorithm to match buyers to properties, called best-fit leads.
From there, you can start to see what types of homes they’re interested in, where they’re looking to move, and how serious they are (based on search activity). Analyzing that data allows you to craft your conversation starter based on their interests versus yours. It removes the “sales pitch,” and introduces the “let me help you.”
2. Get Creative Based on Their Interests
If you notice a lead is constantly searching for homes on the beach, or at waterfront properties, think creatively how you can send them a unique message. Oftentimes, we think we only have email and phone calls at our disposal. But consider social media, like Facebook.
For the lead looking at beachfront real estate, what would happen if you messaged him on Facebook a guide to best times for surfing (or fishing)? It’s not directly about you or your services, but you can easily preface it with “Hey, I know the area and if you want cool tidbits like this, I can definitely help.”
3. Measure the Success & Improve
Yeah, you used data to create something really interesting for your leads. You even knew when to contact them -- for the best opportunity at selling. But, not every attempt is going to work. Some might work better than others. Like a science experiment, you have to keep testing to see which one becomes a theory and which one becomes law.
Things to consider and measure:
How many responses did you get?
How many of those people turned into clients?
How fast did they respond or turn into clients?
Look for creative ways to solve your communication problems. But always use data to back your decisions. It’s smart business, and in this case, it’s smart prospecting. Hope this helps!