The Ins & Outs of Lead NurturingGetting Started, Staying Engaged & Delivering Results

The Goal:

“The process of building relationships with qualified

prospects, regardless of their of timing to buy, with the goal of

earning their business when they are ready.”

1 Best Practices for Maintaining and Segmenting Lists

2 How to Develop a Communication Framework for Your Audience

Agenda

3 How to Stay in Front of Your Audience

Maintaining & Segmenting Digital Lists

Digital List Permission• Get every person you have contact with to ‘opt-in’ to your list

• TIPS:• After you meet someone, get their email and send them a standard follow-up requesting them to opt-in to

receive updates/trends/information – it’s a great starting point to building your database.• On your website, make sure to have a newsletter sign-up! It’s a quick and easy way to add to your

prospect list.

• Make sure your permission doesn’t go stale• Make sure to email your list(s) at least once a month!

Subscribe to One ThingGet the latest housing trends by signing up for my newsletter!

Digital List Management / Segmentation• Keep your list clean of bounces and unsubscribes• Maintain a list for each of your segments

• Prospects: Those individuals who have yet to purchase from you• Customers: Those individuals currently looking to purchase• Former Customers: Those individuals who have previously purchased from you

Email Content and Delivery• Send relevant content

• Know your audience and their interests. Create emails and content that align to what they want to know about.

• Include an unsubscribe link• Just like you need to have a subscription form on all your digital properties, make sure to also

include an unsubscribe link – it’s best practices!

• Avoid spam filters

• Spam filters block an estimated 10-20% of all emails coming to an inbox

• TIPS:• Formatting – Never use ALL CAPS, lots of colors or exclamation points• Content – Make sure your titles and body copy do not include things about

‘money’• Images – Lots of images are not good• Personalize – Always make sure the voice is personal. You’re building a

relationship!

• http://kb.mailchimp.com/deliverability/spam-filters/about-spam-filters

Developing a Communication Framework

Know Your Audience

Traditional67 – 90 Yrs Old

Baby Boomers48 – 66 Yrs Old

Gen X35 – 47 Yrs Old

Millenials17 – 34 Yrs Old

Homeowners are broken in 4 generational categories:Based on each generation, the way you build a relationship with each group, will need to be addressed in your communication style/strategy.

Millenials:

Millenials:

Millenials:

7 Step Communication Framework1. What do you want to achieve?

• Promote a seller’s home. Educate a buyers about featured properties.

2. How can you accomplish it? • Build credibility/image, Educate/Inform the community, Stay top-of-mind.

3. With whom do you need to communicate? • Prospects, Customers, Former Customers, or Everyone

4. What tool do you use for each audience?• Social media, email, print advertising, physical mailings, website

5. In what order do you communicate with the audience?• Giving preference to find out about information to certain audiences can make them feel like a

greater priority and the your relationship with them grows stronger.

6. How will you measure success?• Define what success looks like by targets and months. It’s important to always have goals –

otherwise you don’t know when you’ve created a great campaign.

7. Track Effectiveness, Adjust and Repeat the Process• No communication plan is perfect the first time! Continue to track and adjust your

communication and tailor it to your audience.

Staying in Front of Your Audience

What to Communicate?Lead nurturing involves maintaining a relationship with leads through regularly scheduled, customized communications.

• Create a ‘voice’ for yourself that is professional and personable – use it in all communications.

• Share your knowledge of the latest trends, newest listings, ‘steals’, etc.

• Reach your audience through social media – Facebook, Twitter, Pinterest, LinkedIN.

• Always have your communications mobile-friends with contact information easily found!

Where to Communicate?Integrated Marketing Communications is a well-coordinated use of different promotional methods, intended to reinforce each other.• Print – If you’re doing print advertising, that’s only a piece of the puzzle!• Website Presence – Be Found! Build a website that ….

• Don’t forget to engage in Search Advertising (PPC) and SEO

• Social Media – Your reputation is critical to your success. Make sure to ask for recommendations and let your customers speak FOR you!

• LinkedIN• FaceBook• Twitter• Google+

• Email – Make sure to stay connected with your audience through monthly email communications (i.e. a newsletter).

• Blog – If you have a unique point of view, or have information to help support homeowners, sellers or buyers, create a blog! Or, guest blog on partner sites.

Get Your FREE Digital Audit Today!

http://www.godigitalmarketing.com/local-businesses/local-marketing-playbook

/

Or

Call 888-373-2822 - Email

insights@godigitalmarketing.com

Find out how your digital marketing

efforts compare to your competitor -