3 Steps To Turn Marketing Into Money

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“Because the purpose of business is to create a customer, the business enterprise has two — and only two — basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.” — Peter Drucker

Marketing, which is the act of attracting and converting new buyers, drives the bulk of your revenue. Generating leads is critical to your business, but converting them into sales is what generates revenue. The following four areas are the real money-makers for your business:

1. Capture Leads

Traffic is important. However, 95% or more of the potential buyers visiting your website never take action. They come, they look, and they leave without giving you a name or way to continue to keep in touch with them, build on their interest, and sell them. So, you must get creative to capture more of those leads.

You need an enticement; something that captures their attention, such as a special report, white paper, or unique plan series. “6 Big Questions To Ask Before Buying A New Home,” “Top 5 Home Plans for Retirement Living,” “How To Choose The Right Home for A Fixed Income” — these are intriguing titles that buyers will trade their name and email address to get. Once they sign up for the report, deliver it immediately with marketing automation software and continue to send them messages encouraging them to come into your sales center.

Strategies that entice more of the people that see you engage with you by surrendering their name and contact info can increase your lead capture by 500% or more!

2. Nurture Interest

When you get a new lead, respond quickly. Nurture their interest in your product or services through consistent communication, education, and offering relevant and valuable content.

For example, if there are five things that differentiate your offering from the competition, then outline those points in five separate emails. Send them on a schedule of every 2-3 days, and plan a phone call after every third email. In this way, your prospect will actually engage with your messaging 7-10 times within the first two weeks of their inquiry — the exact amount that has been proven to be optimum in getting buyers to take action.

This strategy alone keeps you front-of-mind with buyers and increases onsite visits from your online prospects by 300% or more. Could you use three times more sales?

3. Rengagement

You likely have a number of “dormant” leads in your database, perhaps going back years. They aren’t worth spending time making what are now cold calls, but you don’t want to just delete them. Instead, resurrect them with a re-engagement campaign.

Create a series of emails with the message that they were once interested in your product, but you haven’t heard from them in awhile. So, if they are still interested, they should take some action to let you know – click a link, complete a form, or best of all, come back in and see what’s new. Or, if they’ve already purchased a home elsewhere and wish to be removed from your database, have them click a link that indicates their choice so you can remove them from your list.

“Shaking the tree” by mining your existing database is highly effective. There are people there that have been waiting for months or years to be able to buy your home, and now might just be the perfect time to contact them.

Generating leads is always important. Converting them into sales is where the money is! Marketing automation software, such as MhCRM, can automate the process, follow up with incredible efficiency, and turn your dead leads into sales.

Scott Stroud

Scott Stroud

Scott Stroud is CRM Program Director for MhCRM, the only automated CRM for the MH industry. Scott is the co-author of Managing Your Business With 7 Key Numbers, available at BuilderBooks.com, and The Complete Guide to Marketing and Selling New Homes. Scott is a regular speaker at MH national and state events and a key contributor to LearnMH.com. He can be reached at scott@mhcrm.com or at (606) 416-2078.
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