The 2013 Online Lead Follow-Up Survey Seizing Opportunity in an Improving Market

INTRODUCTIONS

Mike Lyon Principal, DoYouConvert.com

Dave Betcher Vice President, Sales Lasso Data Systems

TECHNOLOGY IS A DISRUPTOR

WHAT’S WRONG

Change

Online Lead Response Survey

227 Builders Full Contact Info: Name, Email, Phone

Question: Do you have homes available for purchase, or do we need to build? If we build, how long does it take? The 2013 Lead Response by Lasso CRM & Mike Lyon Group Inc

41% NO EMAIL

Personalized Email Follow-Up Results

Personalized    

No  Response  

Responded  41% No Email

43% Personalized

15% Generic

Speed of Email Response

No  Response  1-­‐4  Hours  4-­‐24  Hours  1+  Day  

29% 1-4 Hours

41% No response

20% 1+ Day

9% 4-24 hours

74% NO CALL

4% - Only 8 out of 227 made more than 1 call and sent more than 2 emails

22% sent more than 1 email 7% make more than 1 call 9% sent more than 3 emails

The 2013 Lead Response by Lasso CRM & Mike Lyon Group Inc

22% of Builders have OSC

OSC 98%

Response Rate

20% No Answer (x3) 42% Asked for App 10% Set App (overcame objection)

Results

31 Phone Shops Conducted

0

10

20

30

40

50

60

70

80

No Email Response No Call Response

44

68

34

75

41

74

2011 2012 2013

%

YEAR OVER YEAR

Join the 4%

IT’S JUST MATH

Online Marketing

CRM

OSC

Online Sales

Process

I Am Not A “Lead” I am not a “lead”

Speed Process

Messaging Persistence

CRM

Speed

Speed

Lead Conversion by Phone

+391% Called under 1 minute

+160% Called under 2 minutes

+98% Called under 3 minutes

Lead360 Research study of 25 million data points

The first business to contact a lead increases conversion by 238% - LeadQual

Want 300% Higher Closing Rates?

1.  Effective lead nurturing process 2.  Long-term view 3.  Focus on the other 95% of leads

Responsive vs.

Non Responsive

1st Week

5 Contacts | Full Court Press!!

Week 2-4

4 Contacts | 30 Day Hail Mary!!

LEAD

Meet & Greet

No Response

Short-Term Follow-Up

Long-Term Follow-Up

Customer Responds

Qualify

Select One

Set Appointment

Sales is a __________ game

• E-mail #1 - Automatic response Immediately

• E-mail #2/Call - Personalized response Day 1 (Within 5 Minutes)

• Video Email #3 Day 3

• 3rd call Day 5

• E-mail #4 Day 7

• E-mail #5 Day 14

• 4th call Day 21

• E-mail #6 Day 30

• E-mail + Phone Call Every Month Long Term

Every Month

Monthly Email | Monthly Call!!

Average attention span in 2000

12 Seconds

Average attention span in 2013

8 Seconds

Average attention span of a goldfish

9 Seconds

LEAD NURTURING requires a VARIETY OF COMMUNICATION

þ  Personal Email þ  Phone Calls þ  Email Newsletter þ  Text Message þ  Photo Message þ  Video Email þ  Hand Written Note þ  Custom Postcard

Aged Leads

Source: National Association of REALTORS® Profile of Home Buyers and Sellers, 2012

Engage at 3 Weeks

3 MONTH WINDOW

Email Blast Segment One-to-

One Email Phone

Call

Targeting doubles your open rates

Stay in front of prospect

Prospects will reply to these

Response rate goes up by 30%

GET BACK ON THE PHONE TO GET THEM ON SITE

Speed Process

Messaging Persistence

CRM

Change is Hard INSANITY: doing the same thing over and

over again and expecting different

results.

The 2013 Online Lead Follow-Up Survey Seizing Opportunity in an Improving Market