How do you generate new leads in today's HOT market?
Many real estate and mortgage professionals ask themselves this question every day. Where will my next leads come from? Yet many ask themselves- how can I possibly service all of the leads that keep calling me?
I highly recommend having multiple streams of organic and passive lead generation strategies in place at any given time. Focusing on building one stream at a time until it starts working consistently has been one of my keys to success in this business as a mortgage broker and while it's tough in the beginning- it is worth it in the end.
Convert more leads that are already coming to your website!
Sometimes instead of trying to do something brand new you might just want to improve an existing system already in place right? Perhaps your clients are already shopping around on your site and looking at local IDX MLS listings per their search criteria but they're not preapproved yet even though you've told time 5 times to talk to a lender. Have no fear- they can get pre-approved with Mortgage Broker Mike at their own convenience without you nagging them again if we just install one of these 'sticky bars' on your website (takes 5 minutes). Let me know and we can enhance your site ASAP so you can increase conversions and closings.
Once they click- it takes them to a fun NO HASSLE prequal where they enter a few pieces of info (SSN not required at this time so there's no credit check) and takes them to a funnel that looks like this that we can co-brand with your photo and logo.
Read below for some great tips from an expert in the field!
Mike Easton | Loan Officer
Cell: (585) 749-8848
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Generating leads is the procedure of inviting leads in contact management or marketing system with the hope of nurturing them throughout the purchase process to help them convince them of their offers and then convert them into paying customers.
The strategies used to generate prospects are implemented by your company to ensure that your potential customers are of quality and valuable for the future. Lead generation is based on building trust among your audience and educating them about their industry and their offers along the way.
These are the five steps to a more effective lead generation:
1. Acquire potential customers
The process of generating leads begins by knowing where your target market lives on the web. Start attracting potential customers to your website by generating attractive content that can be shared through your various marketing channels.
Create content about your company in the form of e-books, blog posts, white papers, photos, infographics or anything else that suits your business and your audience. Distribute this content through your blog, Facebook, Twitter, LinkedIn, SlideShare, other social channels, email, and as long as your potential customers are active.
Some of your content must be abbreviated, such as blog posts, tweets, photos and short video clips, which does not require barriers to read, view or consume, while some of its content must be longer and requires a registration form to access it an electronic book, a free course, a technical document, an infographic or an instructional video.
Once a potential customer has reached the point of interest to view long-form content, complete a registration form that becomes part of your contact management system, email list, or both. This visitor is now a newly acquired leader.
2. Nourish existing tracks
Once a potential customer is part of your CMS or email list, it is essential to continually nurture them to make sure they move through the sales funnel when the time is right or to encourage another purchase. Maintaining your interest in being part of your email list is vital. It is time to work to build this leadership in a long-term relationship that involves trust and loyalty with your business.
Set up email autoresponders that activate personalized emails to send to a potential customer. If they download a specific amount of content from your website, try a trial version of the product, after making a purchase, if you offer a daily deal or any other interaction, a potential customer could have with your website and its content.
The whole process of raising a potential client can take between a month and more than 12 months to become a client, if not more. Take your time to build the relationship over the phone, through email. Focus on when the customer is ready to take the next step with your company.
3. Rate each advantage
It is essential to decide what types of potential customers you want in the middle and bottom of your sales funnel. Scoring scores allow your company to understand which advantages in your system are more valuable than others. A useful lead is one that interacts more with your online business, whether you are downloading more content or viewing more web pages compared to other sales opportunities.
By making a progressive profile of your potential customers over time, you can form a clear idea of who your potential customer is and how qualified they are to make a purchase. Moving potential customers through the life cycle stages from the subscriber to the potential customer, to marketing and then to qualified sales helps you visualize your sales funnel and potential customer segments for a better orientation of your communications.
Focus on your team's efforts to foster better quality potential customers that will have a more significant impact on your sales, as these potential customers are already interested in your content and services, closer to becoming customers than other potential customers with a score lower.
Analyze the increase and decrease of your lead score to better understand at what stage of the process most potential customers begin to fall and how it can be corrected, as well as when most potential customers are ready to move on to sales.
4. Pass Along leads to sales
Establishing the different stages in your own prospect management process is vital for the continuous flow of potential customers from the beginning to the end of the sales funnel. The procedure of generating prospects to reach potential customers, retain interest, nurture contacts to prevent them from falling and establish their desire to interact with your company is the goal of the marketing team. The sales team should focus on moving a customer's desire, which was initially stimulated by the marketing team.
If a customer has bought from your company, it is the responsibility of the sales team to endow the experience with existing customers and retain them in overtime. Look at your potential customers and create definitions for a potential customer ready to move into sales instead of a potential customer that still needs to be nurtured by the marketing team.
Some common ways to define a leader ready for sales is if there is a healthy profile created on them from different data points, their lead score is high, specific behavioral attributes show that there is high interest, they seem to have a budget, authority and the need for its services and, finally, its schedule implies that the entire purchase process must be accelerated.
5. Evaluate the lead generation process
Constant analysis is key to successful sales, and when it is included as the best practice and is performed routinely, many months of low production sales can be avoided. The entire process to generate prospects must be under the supervision of your team to make sure that it is as effective as possible by incorporating new potential customers, nurturing them, converting them into customers and retaining them in overtime.
One of the most effective ways to get exclusive buyer and seller real estate leads is to identify where the potential clients are taking and how to try to solve the problem while learning how to recapture the potential clients that were lost.
Many potential customers leave before moving on to sales because there was an interest in their company. However, it was not developed enough to move from an interest to a desire. These warm leads can be recovered, but this costs the marketing team more time, money, and effort, so it is important not to lose them in the first place.
Marketing analysis can also help your team understand if specific benchmarks are reached, such as increased traffic flow to your website, if more visitors sign up for your list, higher conversion rates, more time on your site.
Monitor these benchmarks and more to determine if they are directly impacting a prospecting trip through the funnel and helping to avoid losing interest in your business. Always experiment and try new iterations of the process to understand what works best for your organization as a whole.
An excellent process to generate leads has several moving parts, all of which are necessary to attract, nurture, and convert potential customers to customers. You should keep an open mind about the assumptions you made regarding the best way to execute your process of generating prospects and be willing to try new approaches and ideas. As the market changes, so will your potential customers requiring that its content and strategies evolve.