Need more leads? Think again by Bicycle Bungalows Custom Homebuilder Houston Heights
Written for Bicycle Bungalows
Article By Kevin Oakley in professional builder May 2017
A saying drilled into me by my very first manager and the homebuilding business is “when you’re not hitting your sales goal, you either have a lead generation problem or a conversion problem.“ That manager was right, of course. Your sales problems can be boiled down to one of those two. The more complex part is finding the solutions for the problems. I’m going to make it a lot easier for you by arguing that in the current market conditions you can ignore the traffic problem 99% of the time. Instead, spend your time and budget addressing the conversion problem. This applies to a custom homebuilder Houston Heights
The numbers make the case. This winter, a bank right survey reported that 59 million people in the US are considering a home purchase this year; more than one in for said they are very likely to buy. That’s staggering. Website data from a range of small, medium, and large builders tell us that, on average, fight traffic is up 58% compared with a year ago. Traffic may be down in your model homes, but it’s being more than offset by a rise in online traffic. If Sales were truly a numbers game, then we would all be huge winners in terms of both sales and profitability – but not everyone is winning.
Even more persuasive is a study that my company do you convert, conducted earlier this year with lasso CRM. Wheat mystery shop the top 50 homebuilders on professional builders 2016 helping giants list by submitting three online leads to each of them, performing 150 shops in total. Each builder received a lead with a name, phone number, and email address – along with a brief comment or question – during normal business hours from three distinct sources: The builders own website, a giant real estate syndication portal, or on the builders Facebook page. In the First week after submitting these 150 request for information, 64% of builders had not emailed us and more than 90% never called us. This was noted by custom homebuilder Houston Heights
In that same study we did with lasso, it was revealed that the lack of email response is the worst it has been since we began gathering data via a similar study in 2012, and a phone response have decreased more than 12% compared with our study last year. Something is wrong, and market leaders need to stop patting themselves on the back about their high online traffic and leave counts and get into the messy business of helping to solve the conversion problem. When nine out of 10 online leads generated aren’t receiving a phone call to help facilitate a six-figure sale, it’s a situation you can’t afford to advertise your way out of noted a custom homebuilder Houston Heights.
To symptoms create the online conversion problems in our industry is facing: the ever-growing technological skills gap at the top levels of most organizations today, including custom homebuilder Houston Heights, and knowledge of its existence, which in turn causes leader ship to act out of fear dash of not knowing enough, of missing a key trend, or falling behind the curve. The problem is, racing to stay ahead without a full understanding of the Systems being put in place leads to ignoring prospects and focusing on manipulation rather than facilitation.
You know the feeling of being stuck in a phone tree, pressing the keypad in a frustrating loop of choices that seem designed to prevent you from talking to a human being? That’s a technological stiff arm: applying technology that supposedly helping customers get where they need to, but in reality makes him feel less valued and elevates their dissatisfaction. Today we stiff arm are Prospect by email, chat services driving by artificial intelligence, and marketing automation.
The proper application of technology to solve our conversion problems is to make the experience of purchasing a new home easier and less complex. Often this means connecting one human being to another at smoothly and easily as possible, rather than creating automated text systems that get in the way, slow the process, or stop it altogether, hobbling follow up. Much of this technology is in place because understaffed online sales teams are overwhelmed by the number of people requesting information.
Sometimes we end up ignoring our prospects because the technology we put in place has broken and no one is regularly inspecting it to make sure it works as intended. Imagine if your management team only inspected the appearance of your decorated models or community amenities once or twice a year. The product would likely be far below your standards. The same is true for technology – it needs consistent attention and up keeping as experienced by custom homebuilder Houston Heights.
When it comes to work culture, the wrong use of technology also can create a view of marketing at more manipulation and facilitation. This applies to both prospects and employees. For example, at do you convert we are often told that a prior implementation of a CRM tool has failed. Upon digging in, we uncover that one of the reasons is management solve a system of a chance to micromanage and manipulate the sales team to finally do what they’re told. That big brother approach is a huge, yet Carmen, mistake. Implementing CRM is not something you do to your sales team, but something you do for them.
When it comes to prospects, miss use of technology leads to a lack of respect and empathy for the buyer. Prospects become numbers or set of emails, not human beings in search of a home. It can lead to a false sense of security or a feeling that you can manipulate consumers with the perfect email message. The best way to solve the conversion problem is to make it easy for the prospect to act when ready, using the method they prefer. Our job isn’t to motivate the unmotivated, it’s to make sure we make it simple for prospects to say, “I am interested, please help me,” so you can meet them where they are and help them too quickly and easily take the next step.
Your opportunity to stand out has never been greater. If you want to sell your homes for a premium, you need to deliver a premium experience that begins well before buyers put your trust in you and fine. I locating the time, energy, and dollars required to address our industries conversion problem first requires acknowledging that the current problem is with traffic and that more advertising isn’t the cure. This article was found by a custom homebuilder Houston Heights.