As you continue to build your businesses and attract potential clients, it’s crucial to have a solid client acquisition roadmap in place.
In the first two parts of this series, “How to Create a Client Acquisition Road Map“, we discussed how to create engagement and how to follow up to acquire & convert high-quality leads into appointments.
Now in this third part, we will delve into the intricate details of how to respond effectively to different lead behaviors. With our expert insights and successful strategies, you can elevate your approach by understanding each type of lead behavior and tailoring your responses for maximum impact.
Watch/Listen/Read to this episode now to master the art and science of client acquisition with our engaging blog post on creating a comprehensive client acquisition roadmap.
Builder Lead Converter ATTRACTS, CAPTURES & CONVERTS high-quality leads for builders so they can pick & choose their clients & jobs. Find out how at https://www.builderleadconverter.com
Transcript:
Rick: Today on Conversations That Convert, we’ll be discussing how to respond to different lead behaviors. And, this gets kind of fun. This is part of our how-to create a client acquisition roadmap. Let’s get started.
Welcome to Conversations That Convert. Every week, we’ll spend about 10 to 15 minutes tackling relevant lead generation, marketing, and sales topics for Remodelers, Home Improvement Companies, and Home Builders. Conversations That Convert is brought to you by Builder Lead Converter, your perfect sales assistant. And now here’s Rick and Daiana.
Rick: Hey, welcome to Conversations that Convert everyone. Daiana. How are you?
Daiana: Hi, very well. Thank you. And you?
Rick: Well as we discussed, spring is strong. It’s getting warmer. The snow is melting. Hopefully, warmer days are ahead when we can spend time outdoors. Isn’t that right?
Daiana: Yes, wonderful I forgot to tell you too.
Rick: I’m taller today because I got a new treadmill
Daiana: Oh, nice.
Rick: My old treadmill broke. I wore it out, literally wore it out, but I got a new treadmill, so I’m now breaking in the new one. So, that’s why, so I get to be a little bit taller and hopefully healthier, but, but we didn’t, we didn’t come here to talk about treadmills. What are we discussing today?
Daiana: Today about how to respond to different, lead behaviors and, about a map, I think.
Rick: Yeah, this is all about creating that client acquisition roadmap. And really, how do you acquire those high-quality leads and keep your sales pipeline full, regardless of what the market is doing?
And of course, this is all based on the number one marketing challenge, as reported again this year by the Association of Professional Builders, which surveyed about 1, 500 builders from four different, countries. The number one marketing issue was high-quality leads. The number two issue has generated enough leads.
So about 6 out of 10 builders are struggling with that right now. So that’s what we are tackling. And this is part three of this series, and this is what I’m calling the If-Then plan. And it’s looking at the journey of the lead and how we will respond. If the lead does this, then we will do this. So, that’s the If-Then plan. So let me give you a couple of scenarios. Is that okay, Daiana?
Daiana: Yes.
Rick: All right. So we talked about how every lead has a unique journey. Once they engaged you, and we talked about the last episode was putting together a follow-up plan. So once they engage that follow-up, now what we have to do as part of our roadmap is we have to, we have to look at. Okay, how will we reengage them?
Because they’ve already engaged once with our follow-up plan. So there’s, there’s really three types of responses a lead can give when they engage you. So, response number one is they can say, Hey, let’s book up.
Let’s I want to book a call with you in order to talk about my project that’s the number one goal, is always to get somebody on the phone so they go from an online lead to a phone call, and then if they’re qualified hopefully to a face to face meeting either at their home if it’s a site visit for remodeling or maybe at your office if it’s a custom if it’s a custom home.
So, we’re going to have them book a call to discuss the project. And so. The next type of response they can give you is they can ask a clarifying question. And that clarifying question might be, well, something about their project. Something of, you know, maybe they’re asking about pricing. They might ask something about the location.
Hey, you know, where their lot’s located or where their home’s located. Do you build in those areas? And then the third thing they can do is they can just not respond, right? Just ghosted you. So they opt-in, you follow up, and nothing happens. And when that happens, you know, there’s no response.
We want to put them into a long-term nurturing campaign and then do some things, after that. So, that’s the whole if-then plan. So what do you think of that, Daiana? Any thoughts or comments on that?
Daiana: I think it’s, it’s, it’s logical and interesting to keep them all involved in, in a process. So, if they choose, they are free to choose. And when they choose something, they enter into another process.
Rick: That’s exactly right. Yeah. and from a technical standpoint, that word we use is called workflow workflow. Yeah, they’re in a workflow. They do something else. They move into a new workflow and then how they behave in that workflow moves them to a different workflow. And so you’re just moving them down. Now again, we always start with a funnel.
So we put all the opportunities on the top and then we’re just working through those opportunities, narrowing it down to them. The best leads, in this case, are the high-quality leads that are ready to engage you. And then we want to get them on the phone with you so you can do your thing.
Now, so we have, if the lead doesn’t respond, if the lead does respond, we know what we do. Now the next thing they want to look at is what we call AND logic, AND logic means this. If the lead responds and does this, then we will do this and we will do something else. So let’s look at our scenarios again.
A lead responds to your follow-up and they ask a clarifying question, but they do not book an appointment. So, what I will do is I will continue with my booking campaign and I will, and a manual follow-up if they do not book an appointment, I will move to a long-term nurturing program and then work the database with them over time.
Now, a lead could also ask a clarifying question and they do book a call. So then I will respond to the question AND I will add them to an appointment reminder campaign AND I will note if they showed or didn’t show up to my appointment AND if they did show up I will qualify them, move them into my pipeline, or abandon them if they’re not qualified.
If they do not show up to the call, I will then put them into a cancellation reminder campaign in an attempt to rebook them. If they don’t rebook them, if I can’t rebook them, I will then move them into long-term nurturing and then focus on database reactivation and event management to try to nurture them and build trust and value over time.
So it sounds complicated and it is kind of complicated. You can’t do this manually. You really have to automate this process. And this is actually the exact type of thing that we build for our clients. But the nice thing is, is that you are engaging the lead how they want to be engaged. And I think you already mentioned that Daiana. It’s like engaging them where you’re at.
That before, too. So if somebody is ready to book a call with you, you’re ready and you give me an opportunity to do that. If somebody needs more time and they’re still trying to evaluate if they want to use your services, I’m ready for that.
And if somebody is somewhere in between, I’m ready for that as well. I can handle all three types of scenarios. So what are your thoughts or any final thoughts on that, Daiana?
Daiana: Yeah. So I think it’s, it’s good to build that with a tool, right? On an automatic tool that can help you with the work workflow. But at the same time, you need to think about this workflow. So and then…
Rick: You have to think things through. Exactly. And you have to think it through from the leads’ perspective. Like I said, you meet them where they’re at. We would all love it if everyone would call us up and say, yes, I’m ready to go. And here’s here’s my money. And when can I sign the contract if this that’s just not how it happens. So every lead every lead’s journey is different.
And you and I were talking about this before the call here today. Sometimes that journey might last years. Right. So you, I know you said you’ve had clients that you’ve talked to months, if not more than a year ahead of time before they engage your services.
I just had a builder that sold a 2 million custom home to somebody they first met five years prior to that, so it can take years to do this. So what we are doing is we’re always engaging that lead where they are at, and then we’re giving them the option, to tell us what they’re ready.
So if it’s long-term nurturing, I’m simply going to focus on educating and building trust and establishing value as a local go-to resource for building a custom home or remodeling your home. Now, if it’s somebody that’s been around a lot longer and maybe they were referred to me, they might be ready to book a call right away. But it takes time to build trust and value.
And so you just need to be ready to meet the lead where they’re at, be able to Give them that roadmap or be able to provide that roadmap that makes the most sense for them. And then again, they’re either going to buy or die. You’re going to stick with that lead until you know, five years from now and they’re ready to build or maybe it’s going to be five months or five weeks.
You just don’t know so you have to have that roadmap built. Understand their behavior and be able to engage them exactly along every step of the way and where they’re at. Any final thoughts? Yeah.
Daiana: So I think you need to do the work and not postpone it and just find a tool that’s working for you. Automate everything and just let the process work for you.
Rick: That’s right. Yeah, and that’s and that’s exactly right. So the very wise words are doing the work, get it, and get something set up because doing this manually doesn’t work. There’s no way you can manually manage a database understand the lead’s behavior and be able to respond appropriately.
Manually it’s impossible. It just doesn’t work. And of course, the larger the project that you are selling, I mean, the higher the price point, typically the longer the sales cycle. So your database is going to grow and grow and grow.
So database management becomes a really key part of building your business and being able to pull multiple sales each year out of people that you met, like I said five weeks five months five years before, and be able to add those to any other new leads that you’re getting that are committing faster, this particular year So do the work.
Yeah, you’re exactly right and have a platform and then just run with it. And of course, you still have to man to measure everything In order to manage, you get to measure everything. So we’re always measuring how the leaders are responding and then responding in kind. Yeah, very, very wise words. so if you would like to see how we could build a client acquisition funnel for you.
And helps you attract capture and convert high-quality leads so you can pick and choose your clients and jobs. Go ahead and click on that link right below here. Go ahead and schedule your strategy call or website audit. That’s something we’re adding. Now too if you want to take a look at your website tell you what you can do better on and help you attract, capture, and convert more high-quality leads.
We’ll be happy to do that. So from our brothers and sisters in Christ, may the grace of the Lord Jesus Christ the love of god, and the fellowship of the holy spirit be with you all always. We’ll see you next time on Conversations that Convert
The post How to Create a Client Acquisition Road Map: Part III- How to Respond to Different Lead Behavior first appeared on Builder Lead Converter.
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