Add Personalized Videos At Key Touchpoints To Take This To The Next Level
If you’re in the homebuilding industry and looking for a new way to increase response rates of new leads for your communities and developments
This simple automation sequence leveled up with video could be the solution you’re looking for
Now, you probably know how important it is to respond/reach out to new leads as fast as possible
In fact, data shows that if new leads aren’t contacted in a meaningful way within 5 minutes, their response rates can drop off a cliff
And being in the real estate market in 2023, potential homebuyers are jumpier than ever so it’s extremely important to make sure this 5 minute window is taken care of
Now there’s lots of ways to do this, but we’re going to show you the 5 minute sequence we use to follow up with real estate leads specifically for individual communities
Note: this is possible through most modern CRMS like Salesforce, Hubspot and more
For this example, we’re going to use a community we just shot a bunch of media for called “Edgewater” and show you the automation sequence we recommend to get higher response rates, drive more sales, and reduce your online sales teams workload along the way
It all starts when someone is on your community page, landing page, or any other lead source and fills out a contact form directly for this community
They will automatically be tagged as an “Edgewater Lead” and enter the “Edgewater Automation Sequence”
Right away, they will be hit with the “Welcome To Edgewater!” email. This email will contain the info packet, community information, floorplan options, and more. You can pack this email full of valuable information and give them a deep dive on your community
This email is also a great place to put a “deep dive” video of your community which is a long form video that goes over everything your community offers in a conversation manner with the lead designer or manager of the community
Next, is the automation text message they will receive right away. Here’s the direct copy we would use for a community
“Hi {{contact.first_name}}, this is {{contact.name}}, the community manager at Edgewater! I'm reaching out with a video message to let you know the exact next steps to getting started!
One of my team members is going to be reaching out shortly to set up your in person visit here, if you're available for a quick phone call today please respond to this message and we'll get in touch ASAP.”
It’s important in this introductory message to come off conversational (you can experiment in all kinds of ways with this) and include a call to action or ask them a question.
This way leads that respond can be added to your “fast track” and tagged as high priority leads, your internet sales teams now know who needs to be followed up with ASAP.
You can even set up the automation sequence to dial specific IST team members and let them know a high priority lead just responded and automatically connect you to a phonecall with them
Remember, all of this is occurring within the first 5 minutes of lead registration! Imagine how many more responses and engagements you can get (and this is just a simple starting point)
Now, if the lead doesn’t respond to any of the automation messages, your IST team will follow up with manual/templated phonecalls and texts to reach out as soon as possible, but this automation sequence allows leads to automatically sort themselves
If you operate on an actual “booked appointment” workflow, you can even give leads the opportunity to book their introduction phonecalls for you.
We also love filming the community manager recording a generalized “welcome video” that has next steps , community info, and lets people know they should respond to the message to get put on a “fast track”.
Getting in the faces of the development in your outreach really helps build trust in these important stages
So does your homebuilding company use automation? If not, let us know why!
So if you want us to help you set up automation sequences for your own homebuilding company, and level it up with videos, let us know!
Ready to take your real estate media & marketing to the next level? Book a discovery call or head to our demo page to learn more!
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