How a Lead-Nurturing Campaign can Change the Way You Do Business.

‍By: Joe Weinrich // VP Stratosport Communications

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Here’s the thing - anybody with a laptop can get you a lead. 

Heck, even with zero technology I’m sure they can yell at enough people to finally make you a connection. 

But what happens then? 

If you hire someone, and they fill up a spreadsheet for you, wait on you to call, and then you pay them money for something you probably could’ve done if you’d watched a 15 minute YouTube video, you most likely wouldn't see a very high return-if any.

So you’ve got to differentiate; you’ve got to become more than a call center, and you do this through LEAD NURTURING CAMPAIGNS. 

Lead nurturing campaigns are the next frontier, so to speak, when it comes to digital marketing and they impact the entire sales process--especially long sales-cycle items.

Lead nurturing is simple: 

1. You get a lead
2. You add that lead to an SMS/Email/VM drip campaign 
3. The lead books an appointment with you after opting-in to the campaign
4. You show up at the appointment to SELL, SELL, SELL!

To be honest, that’s really it. So you’ve got to think to yourself, “Why haven’t I done or heard about this before??”

The answer? Laziness. No, not you being lazy, but anyone who’s given you any advice or sold you anything related to digital marketing. 

See, everyone wants to do the least amount of work for the most amount of money-it’s natural. 

But when you, as a realtor, take on the duty of actually nurturing a lead, warm them up to you, develop trust, and then book a “consultation call” with them (not a sales call), you show them that you go the extra step, and you’re willing to do whatever it takes to make them as comfortable as possible. 

THIS IS WHAT YOUR CUSTOMERS WANT!

And it’s exactly why you think “Facebook and Google marketing have never worked for me” or “Facebook is a total scam” or “Digital marketing doesn’t work for my industry.” (Trust us, we’ve heard them all)

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So Joe, what can I do right now to take advantage of this?

The good news is no one else is doing this. Seriously, no one. Everyone trying to do their own digital marketing or hiring someone else is wasting away dollars, time, and patience on the same tired old “shoutout marketing” everyone’s been using since 2008. 

If you change even one small thing about your marketing strategy, you’d already be ahead of 90% of your competition.

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ACTIONABLE STEPS TO TAKE ADVANTAGE OF THIS:

1. Take stock of your current marketing strategy. How many inbound-lead channels do you have? 

• You should have at LEAST two: referral and a website. If you want to ramp things up, sprinkle some digital ads in there.

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2. Cut the fat on your strategy. What’s not working? Where are you losing money?

• Our service fees aren't astronomical, but they’re not 20 bucks a month either. We meet with probably 12-15 new clients a week, and I’d say 70% of the time we’re able to consolidate their strategies and find that they’re already paying enough elswhere to cover our fees, but not getting a return. So find out what isn’t working, and consolidate, consolidate, consolidate until you've got the cashflow to invest in something that'll give you a return.

3. Develop a lead-nurturing strategy on top of how you currently get leads.

• This is going to be your most difficult portion, but the payoff is HUGE. We’re talking 10-12X ROI’s….
• Approach: So there’s a couple ways you can approach it, but our favorite is SMS/Email campaigns. This includes text, voicemail drops, and email campaigns on a two-way line to the users who have opted in to receive your offer.
• Set a Goal: Every campaign we set up has one goal in mind: get appointments. Every message, no matter the medium, involves some form of tried and true copy/creative to drive a sale while developing trust and rapport.
• Setup: We use The Stratosport App to set all this up. You can use any service that works best for you, but you need to make sure you can set everything up so it’s A) automated, B) trackable, and C) enables integration with other apps.
• Sequencing: When we set up a campaign, we follow a simple SMS, SMS, Email, SMS, SMS, VM Drop sequencing. This allows us to personally interact with each lead up front, and catch any stragglers if things don’t work out initially.
  

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"Business owners perceive advertising as a cost/risk VERSUS an investment that can create new income streams at will. Their perception is incorrect..."