Digital to Dotted Line · Capturing, Converting & Closing Online Leads . About You…. Lead Generation Market Research Value Creation Lead-to-Prospect Conversion Prospect-to-Buyer

Digital to Dotted Line

Lead Generation

Market Research

Value Creation

Lead-to-Prospect

Conversion

Prospect-to-Buyer

Conversion

Referral Partners

1.How will I generate enough

leads?

2.How will I avoid price wars?

3.How do I filter out bad

leads?

4.What’s the most efficient

way to close prospects?

5.How do I measure

performance?

Capturing, Converting & Closing Online Leads

About You….

Lead Generation

Market Research

Value Creation

Lead-to-Prospect

Conversion

Prospect-to-Buyer

Conversion

Referral Partners

1.How will I generate enough

leads?

2.How will I avoid price wars?

3.How do I filter out bad

leads?

4.What’s the most efficient

way to close prospects?

5.How do I measure

performance?

Home Builder?

Remodeler?

Other?

Model Behavior

Lead Generation

Market Research

Value Creation

Lead-to-Prospect

Conversion

Prospect-to-Buyer

Conversion

Referral Partners

1.How will I generate enough

leads?

2.How will I avoid price wars?

3.How do I filter out bad

leads?

4.What’s the most efficient

way to close prospects?

5.How do I measure

performance?

[photo of unicorn]

Tech: Advantage Buyer

Lead Generation

Market Research

Value Creation

Lead-to-Prospect

Conversion

Prospect-to-Buyer

Conversion

Referral Partners

1.How will I generate enough

leads?

2.How will I avoid price wars?

3.How do I filter out bad

leads?

4.What’s the most efficient

way to close prospects?

5.How do I measure

performance?

Easier than ever to find a new home and commoditize/eliminate builders

Big getting Bigger!

Lead Generation

Market Research

Value Creation

Lead-to-Prospect

Conversion

Prospect-to-Buyer

Conversion

Referral Partners

1.How will I generate enough

leads?

2.How will I avoid price wars?

3.How do I filter out bad

leads?

4.What’s the most efficient

way to close prospects?

5.How do I measure

performance?

Public builders control land & win the price game

Is Custom Dying?

Lead Generation

Market Research

Value Creation

Lead-to-Prospect

Conversion

Prospect-to-Buyer

Conversion

Referral Partners

1.How will I generate enough

leads?

2.How will I avoid price wars?

3.How do I filter out bad

leads?

4.What’s the most efficient

way to close prospects?

5.How do I measure

performance?

Custom builders struggle with upfront unknowns, perceived higher price & length of time to design/build

How to Compete & Grow?

Lead Generation

Market Research

Value Creation

Lead-to-Prospect

Conversion

Prospect-to-Buyer

Conversion

Referral Partners

1.How will I generate enough

leads?

2.How will I avoid price wars?

3.How do I filter out bad

leads?

4.What’s the most efficient

way to close prospects?

5.How do I measure

performance?

Merging Sales Best Practices with Tech

What type of Builder are You?

Lead Generation

Market Research

Value Creation

Lead-to-Prospect

Conversion

Prospect-to-Buyer

Conversion

Referral Partners

1.How will I generate enough

leads?

2.How will I avoid price wars?

3.How do I filter out bad

leads?

4.What’s the most efficient

way to close prospects?

5.How do I measure

performance?

Traditional Sales Process (CRM)

What type of Builder are You?

I. Awareness Phase

II. Consideration Phase

III. Commitment Phase

Commitment Consideration Awareness

Customer Relationship

Management (CRM)

Marketing Funnel Automation (MFA)

Machine Learning/Artificial

Intelligence (ML/AI)

Automated Website Lead Capture X X Segmented &

Automated Lead Nurturing

X X Online Behavior

Tracking & Notifications

X X Defined Sales Follow-

up merging Lead/Prospect Stages

X X Continuous Learning

Buyer Behavior X Predicting your next

sale X

What type of Builder are You?

I. Awareness Phase

II. Consideration Phase

III. Commitment Phase

Commitment Consideration Awareness

Case Study:

Triple Crown Homes

Lead Generation

Market Research

Value Creation

Lead-to-Prospect

Conversion

Prospect-to-Buyer

Conversion

Referral Partners

1.How will I generate enough

leads?

2.How will I avoid price wars?

3.How do I filter out bad

leads?

4.What’s the most efficient

way to close prospects?

5.How do I measure

performance? Local home builder from Ocala, FL Kathleen Plunkett, Owner/Sales

Manager Sales team of 5.5 Two communities/model locations Scattered lot/offsite YTD Sales 37 Production/semi-custom

Case Study:

Triple Crown Homes

Lead Generation

Market Research

Value Creation

Lead-to-Prospect

Conversion

Prospect-to-Buyer

Conversion

Referral Partners

1.How will I generate enough

leads?

2.How will I avoid price wars?

3.How do I filter out bad

leads?

4.What’s the most efficient

way to close prospects?

5.How do I measure

performance? Reveal actual buyer behavior BEFORE they became buyers

Lead Phase Prospect Phase A look into the future of Machine

Learning (ML) using Artificial Intelligence (AI)

Sales Milestones (Integrating Lead/Prospect Stages)

I. Awareness Phase

II. Consideration Phase

III. Commitment Phase

Sales Milestones Lead (C)Phase

I. Awareness Phase

II. Consideration Phase

III. Commitment Phase

A Lead is converted to a Prospect when all these sales milestone tasks have been completed

Triple Crown Homes

Lead Generation

Market Research

Value Creation

Lead-to-Prospect

Conversion

Prospect-to-Buyer

Conversion

Referral Partners

1.How will I generate enough

leads?

2.How will I avoid price wars?

3.How do I filter out bad

leads?

4.What’s the most efficient

way to close prospects?

5.How do I measure

performance?

Data is derived from….

10 new home buyers in 7/18 – 7/19

All were sourced online (digital

leads)

All followed the defined Sales

Milestone process and were

converted from a Lead Prospect

Buyer

Come By

Build Value

Invisible Market

The Invisible Market

The Invisible Market

Come By

Build Value

Invisible Market

Invisible Market- The majority of the market, which consists of people not actively looking for a builder. Website Visitors and Leads at an earlier

decision stage Do not have the motivation and/or resources to

buy in the near future

The Invisible Market

Come By

Build Value

Invisible Market

Website Visitors (July 2018 – July 2019):

Triple Crown Homes

Website Visitors (July 2018 – July 2019):

Most Visited Content Pages:

1. Floor Plans (5 to 1)

2. Homes for Sale

3. Locations

Triple Crown Homes

Triple Crown Homes

1 Price Request 57%

2 Planning Guide 21%

3 More Plans 13%

4 Contact Us 6%

5 Other 3%

Leads: Best online Visitor-to-Lead conversion tools

Lead Stage (D/C)

1. Number of Pages Viewed per Session 4.26

2. Time on Site (Avg 3 min+) 10.1 Min

3. Return (“B-back”) 1.5

4. Days between visits 3

Triple Crown Homes (Leads)

Visitor Lead

B-backs to website

N/A 10.3

Avg Session Duration

4:16 8:56

Avg days to convert

2.5 46

# needed to convert

23.5 3.7

Prospects

Triple Crown Homes

Visitor Lead Prospect

B-backs to website

N/A 10.3 3

Avg Session Duration

4:16 8:56 2:35

Avg days to convert

2.5 46 21

# needed to convert

23.5 3.7 2.9

Email open rate %

N/A 66.3 vs. 35.4 71

Email click through rate %

N/A 25.6 vs. 7 33.3

Consideration Phase

Website opt-ins (total) ….

Surveys include: lead gen, events,

follow my home (social media) & live

chat

Triple Crown Homes

Number of Emails Opened….

Lead Phase 13

Prospect Phase 4

Triple Crown Homes

Percentage of sales sourced from

website….

(includes website, blog, social media and PPC)

Summary

1. 5% of new visitors to your website should convert to a Lead

2. 1 out of 4 Leads (online & offline average) should convert to a Prospect

3. 29% of Prospects should convert to a Buyer

Summary

4. Leads who become Buyers open emails at twice the average (66% vs 26%) and click through nearly 4 times as average (26% vs. 7%)

5. Leads who become Buyers visit your website 3 times more than average and spend 2 times more time per visit

6. Floor Plans are the most popular section of your website for Leads

Summary

7. Pricing information is the best call-to-action (CTA) for converting a web visitor to a Lead

8. A Lead should be converted to a Prospect within 45 days (completing 1st face-to-face meeting)

9. A Contact Us page only converts 6% of potential online Leads

The Future……Machine Learning

Artificial Intelligence (AI) learns from history to make predictions without programming

Assigning a probability to each new Lead for becoming a Prospect and Buyer

Increased focus for sales staff on who to follow-up with and who not to waste time with

Bonus- Free Guide for Converting Online Leads!

Drop your card/email and I’ll send you these slides PLUS a

bonus download….

From Digital to Dotted Line: 10 Mistakes to Avoid and 10 Tactics to Converting

Online Leads into Buyers!

Rick Storlie

New Home Sales Coach

[email protected]

(612) 221-2424