This guest post is part of a series on the topic of online lead generation for CRE brokers and firms. It is written by Greg Schraff, Managing Director, digetry, LLC –  digital strategy and marketing company.  The Massimo Group has had much success working with digetry related to their digital strategies.

In last week’s post we talked about the benefits and value of talking with your customers to look at your business from their point of view. Moving away from what you think to what they think allows you to create online marketing that will more naturally resonate with your audience and convert them to leads.

In this post, we are going to look at what needs to happen after you generate an online lead.

Best practices dictate that you contact the lead quickly (ideally in the first couple of minutes of receiving it). Responding quickly takes advantage of their current level of interest and improves the chances of moving them to the next phase of the buying cycle.

However, only 5%-15% of the names you collect on your website or from your marketing campaigns will be ready to buy from you right away.

Pursuing a hard sell right off the bat, for example, may serve to drive the prospect away completely, ruining any chance for a sale.

So, how do you know the best way to initially respond to a new lead?

What you need to do is determine where your lead is on the buying cycle in order to deliver the appropriate message.

One way to do this is to separate what you are using to capture the lead – your offers – into the three stages of the buying cycle: Consider, Evaluate, Buy

The type of offer your lead responds to then becomes an indicator of where they are in the process.

For example, review all of your current web-based offers and determine which offers fit into the top of the sales funnel, the middle of the sales funnel, and the bottom of the sales funnel.

Top of the Funnel

This content should address the needs and questions of someone who is initially considering your service and wants high-level information or guidance. Offers such as tip sheets, whitepapers, answers to common questions; how-to guides or infographics work well here.

Middle of the Funnel

After your prospect considers your offer, they are ready to move on to the evaluation phase: deciding whether or not to invest their time and money in you. More detailed information about your specific service is appropriate here. Offers at this stage should consist of webinars, videos, fact sheets or consultations.

Bottom of the Funnel

When your prospects are ready to buy, they want to get a taste of or experience the product. They also want to validate their decision. Case studies, referrals and testimonials are all good examples of offers at the bottom of the funnel.

Match the specific offer your new lead has responded to with the respective phase of the buying cycle or funnel. Then, follow up with a response relevant to what they want and expect at that phase, in effect providing the right message at the right time, which is the goal of all good marketing.

Our second live, ultra-exclusive (yet all-inclusive) event, The Massimo Immersion: Your Prospecting Playbook, is coming up! Can you afford to miss this? If you would like more information please CLICK HERE, or just give me a call!

Recent Posts

RECon 2018 Review – 3 Glaring Negatives

This week I made my annual trek to Las Vegas for the greatest commercial real estate show on earth. ICSC’s RECon 2018 had all the pomp and circumstance as the last 7 years (my consecutive attendance streak), including: the big booths, extravagant parties (shout out to...

The 5 Pillars to Grow a Great CRE Business

When I was running my own commercial real estate firm, I was busy. I would characterize most days as chaotic. Even when I did have a plan for the day, distractions, interruptions, and opportunities would appear from nowhere and knock me off course. I had bought into...

A Simple Yet Powerful CRE Marketing Tool

The following blog post is from HBS Resources President and Massimo Group coach, Blaine Strickland. I am thrilled to share that Blaine has just launched his first book, Thrive: Ten Prescriptions for Exceptional Performance as a Commercial Real Estate Agent. In today’s...

How to Find Your Specialty with 3 Questions

I am continually surprised by Commercial Real Estate brokers who lack a specialty. All top performers in CRE have a specialty. Yet, those mired in mediocrity refuse to hone in on what they can be awesome at doing. In fact, business owners of all kinds often have this...

4 Ways To Make Telephone Prospecting Easy

I once worked with a commercial real estate brokerage manager who said there were two types of people in the world – those that didn’t like to cold call, and those that lie about liking cold calling. He might have overstated his point a bit, but he does have a point....

Here’s My Weekly Plan for Maximum Results

With our coaching clients, we implement a productivity program - appropriately termed I.P.A.I.D.™. This process allows them to look back at every day and answer “yes” to the question: “Was I paid today?” I also use this approach in planning for my week. Every Sunday...