Where do Buyers come from?

May 16, 2011

It all starts with what should be a very sophisticated lead generation campaign, which funnels down into the sales pipeline. Our marketers are very successful in driving qualified prospects to the sales teams, as measured by the traffic to the website and further and the solicitation and receipt of web registrations. Now, it’s up to us to decide how we’re going to convert that lead to a site visitor, then to a buyer.

Savvy real estate entrepreneurs understand the importance of 1:1 relationship building. Developing a communication plan that encompasses appropriate, compelling and personal messaging with a predetermined number of “touch points” along the way meant to motivate or persuade your prospect to take the next step- a plan that will make every person with whom they engage and communicate feel as though they are being personally addressed. Every buyer wants to feel as though they are getting a deal that no one else will receive. Everyone wants to win, including us… and we all will if we’re smart and do everything we can to close the gap.

First, we look to define our prospects. What is their timeline for purchase? How do we create an urgency that will make them want our product NOW?

Secondly, we develop a follow-up “Action Plan” that outlines the number of “touch points” every prospect will receive and the interval in which they should receive communication.

Thirdly, we develop customized communication tools such as sales scripts, handwritten note cards, letters, email follow-ups. Whether we are sending an email, a letter, an invitation with a special offer or whatever else the mechanism, we must always remember to:

1.    Maintain brand identity
2.    Appear as a personal message from the sales associate
3.    Reiterate the Unique Selling Propositions of the community. Be informative, compelling and persuasive.
4.    Always provide either a click-thru or collateral materials, such as floorplans, features, images and brochures and/or a link to the special offer.
5.    Impart a sense of urgency
6.    Have a strong call to action
7.    Leave the prospect always wanting more
8.    Give a reason to visit or return

Depending on you Customer Relationship Management (CRM) System, you may have the ability to implement multiple action plans. One plan should be a sales-initiated plan, another that can run behind the scenes (automatic/pre-programmed) set with defined messages at certain intervals.

I’ll talk a little bit more about CRM systems and features in an upcoming post. Until then, make it a great week!