Wh Why Top p of Funne unnel Leads ds are Im Important! - - PowerPoint PPT Presentation

▶
wh why top p of funne unnel leads ds are im important
SMART_READER_LITE
LIVE PREVIEW

Wh Why Top p of Funne unnel Leads ds are Im Important! - - PowerPoint PPT Presentation

Feb 05, 2024 135 likes •462 views

Wh Why Top p of Funne unnel Leads ds are Im Important! Presented by: Ben Keal ben@privatecommunities.com (800)875-3072 THE S THE SALES FU FUNNEL EL 2 Beginning Gathering Wh What is Top of Funnel? Researching

slide-1
SLIDE 1

Wh Why Top p of Funne unnel Leads ds are Im Important!

Presented by: Ben Keal ben@privatecommunities.com (800)875-3072

slide-2
SLIDE 2

THE S THE SALES FU FUNNEL EL

2

slide-3
SLIDE 3

Wh What is “Top of Funnel”?

  • Beginning
  • Gathering
  • Researching
  • Comparing
slide-4
SLIDE 4

Typical Sales Funnel

Source: https://www.sharplaunch.com/blog/how-to-create-a-real-estate-funnel/

slide-5
SLIDE 5

Ma Marketing Goals -“T “Top of Funnel”

Create “Brand Awareness”

Stand Apart Generate Interest

Generate Qualified Leads

Target Demographics Cast a Wide Net

Drive Traffic to Website

Big Value Measure Monthly Remarketing

slide-6
SLIDE 6

Ho How d do y you fi fill y your ur funne funnel?

Source: https://social.eyeforpharma.com/commercial/digital-power-harnessing- multichannel-marketing-opportunities

slide-7
SLIDE 7

9 9 out of 10 10 consumers be begin gin their sear arch using the web…

7

slide-8
SLIDE 8

8

slide-9
SLIDE 9

Resources for AARC member communities.

slide-10
SLIDE 10

Ta Target Co Consum nsumers

10

slide-11
SLIDE 11

Pe Persona and Demographics

(AAR (AARC Focus)

  • Relocation
  • Pre-Retiree & Retired
  • Age-Targeted, 45-65+ Years Young
  • Empty Nesters
  • Focused On Lifestyle
  • The Home is NOT how they “begin”
slide-12
SLIDE 12

Ex Experi rienced Homebuyers

  • Amenities = Lifestyle
  • Carrying Costs Matter
  • HOA
  • Memberships
  • Taxes
  • Proximity to Everything
  • Health Care
  • Airports
  • Entertainment
slide-13
SLIDE 13

Lif Lifestyle yle buyers ha have a a long nger sa sales s cycle…

1 3

slide-14
SLIDE 14

We are about two years away from moving south, but we are planning a trip for Spring of 2019 and are considering visiting your community. We would like as much information as you have on everything from amenities, homes, association fees, the town, and more. Also, do you allow potential residents to stay in your community for several nights in rental properties? Thank you, in advance, for your time and consideration. Looking to retire in the next 12 months and are interested in WindRiver. Please send info on community, particularly homes available, golf course and equestrian stable. Planning to retire in a few years, looking for a seaside town to settle in.

Beginning The Search = “Top of Funnel”

Any brochure, we are 5 years away from retirement and starting to collect information. WILL NOT BUY ANYTHING UNTIL THEN!!! THANK YOU, M. Lopez Looking to sell my home and relocate in the next 6 months.

slide-15
SLIDE 15

Lead Lead Cap aptu ture e & Tr Tracking

15

slide-16
SLIDE 16

CRM CRMs ARE RE A A MUST!

slide-17
SLIDE 17

Consumers will consume your content from more than one place…

1 7

slide-18
SLIDE 18

18 Source: https://www.startupgrind.com/blog/official-guide-to-attribution-modeling-to-improve-marketing-spend/

Track Multiple Lead Sources and Touchpoints

slide-19
SLIDE 19

Attribution ERROR!!!

slide-20
SLIDE 20

“… “…Leads n never re reply!”

  • Lead generated
  • Sales attempts to contact…
  • by phone, email & mail
  • multiple times
  • No replies to calls or emails
  • Must have been just browsing…
slide-21
SLIDE 21

The neighbor…

21

slide-22
SLIDE 22

Do Don’ n’t stop p eng ngaging ng!

  • Marketing kept Nurturing
  • 7 months later…requested

again

  • SOLD… $2,500,000.00!!!
slide-23
SLIDE 23
slide-24
SLIDE 24

Top of Funnel l R. R.O.I.

24

slide-25
SLIDE 25
slide-26
SLIDE 26

26

Q: How is our service performing? A: Let me check with sales and I’ll get back to you…

slide-27
SLIDE 27

Meas asure Everything

27

  • USE Data to justify ROI
  • Multiple Source Codes
  • Phone Calls- Call Rail
  • Web Traffic- UTM Tracking Codes & Google Analytics
slide-28
SLIDE 28

Re Referral traffic is par part of the he Fu Funnel el

28

slide-29
SLIDE 29

“O “Other than referrals, our best le leads come from our own websit ite…”

  • Av

Average Community Salesperson

slide-30
SLIDE 30

Wh Why C CLICKS t to y

  • you
  • ur w

website m matter…

Source: https://landerapp.com/blog/improve-seo-with-backlinks/ Source: https://www.acquisio.com/blog/agency/5-simple-steps-create-facebook-retargeting-campaign/

slide-31
SLIDE 31
  • Do

Don’t t exp xpect t sa sales s at t th the “b “beg eginning”

  • It

It takes lo lots of le leads to convert a sa sale

  • Ca

Captur ure and nd us use “Le Lead d Sour urce”

  • Nu

Nurt rture until they y sa say y STOP

  • US

USE E da data NOT opi pini nions ns

Ta Takeaways