We all know that follow-up is a critical part of marketing your business. Once you’ve captured a lead, you need to stay in contact with them regularly to remain top-of-mind when they decide to act.
But you can’t treat follow-up like a dumping ground for leads. After a few half-hearted tries at getting them to answer a call or text, many agents will add leads to a monthly email newsletter list and call it a day. This is better than nothing, of course, but not likely to generate much business. Eventually, leads get bored with the generic emails and stop reading, or mark them as spam, both of which hurt your future deliverability.
We took a firm stand on this years ago: Leads are useless without personal conversation. Dialogue helps you learn their specific needs and propose solutions to their problems. More conversations means more clients!
How much is it actually costing you to talk to a lead? Consider this example: If you’re averaging $5 to generate a lead, and only talking to 10% of them, that’s $50 per conversation. Raise that percentage to 50% and a conversation costs you only $10. Creating more conversations actually stretches your marketing budget further and boosts the effectiveness of ALL your other marketing and advertising.
All your follow-up should proceed from the mindset of trying to get a conversation. To do this, you’ll have to make more effort to identify interest segments in your database, and be more targeted in your messaging. It might be tricky at first, but if you start tracking your lead generation campaigns, you’ll be able to develop specific follow-up sequences that get leads to reply, wanting to talk.
Our team of digital marketing experts has 23+ years of experience designing effective follow-up strategies, plus technology you can leverage to get more conversations with less effort. To learn more, click the green button below to get started with a free marketing assessment.
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