Traditional sales and marketing techniques focus on capturing as many leads as possible. Strategies involve casting a wide net with no regard for lead quality. Lead generation campaigns focus on generating a large number of contacts. Companies from before would value the number of contacts over valuable lead quality. The theory is that the more leads one has, the more likely some of them will become actual sales. After all, the more, the merrier. A lead is people interested in your products or service. Furthermore, they become quality leads if they convert into paying consumers. In retrospect, higher-quality leads are more likely to convert into sales.
It is fantastic to have steady traffic to one's website or landing page. This onset of people indicates that SEO and advertising campaigns are performing well. Moreover, a healthy number of leads makes the sales pipeline look terrific. But, if trouble is persistent in meeting income targets, lead quality could be to blame. It is easy to become overwhelmed when trying to produce more leads. But how does one know which are more likely to convert? It is not always better to have more. Bad leads are, in reality, a waste of time and money.
Niche Leads
Many real estate businesses choose to sell to a specific demographic. Agents can make use of demographic questionnaires from their landing pages. Use the responses to assess how well leads fit in with a target audience. By knowing these data, quality leads from your niche stand out. Outliers from an existing lead inventory will also stick out and be easier to drop.
Many agents also choose to sell to a specific geographic area. For example, any lead that falls outside of your niche is easier to identify. Some form questions may be optional such as contact information or phone number. Give extra effort to those willing to offer that information nonetheless. It may become essential data to help identify and contact quality leads. In the end, quality lead components also come from particular buyer personas. These are consumer profiles inclined to avail of your product for various reasons.
Leads with Contact Information
Visitors that offer contact information are more likely to buy from a business. Thus, those who provide their contact information are expressing more interest. These people are also more likely to develop into leads and complete transactions. For example, offer incentives to those who want to include more personal information. Having and developing leads this way make them quality in the long run.
Online Interaction
How a lead interacts with a website might reveal their willingness to buy from an agent. Look at leads who become customers and see which offers they downloaded. Moreover, note how many offers they avail from the website. Additionally, record which pages they visit on the site before becoming a customer. These information listed may help to develop more quality leads in the future. The amount and types of forms and pages are also critical. Also, focus on leads who visited high-value pages or filled out high-value forms. After all, pursuing leads who visited a site 30 times rather than three times sounds better.
It is also easier to distinguish quality over lesser leads. For example, a lead may have lost interest if they no longer visit a website or download offerings. So, stop following up on leads who have not seen your website in a specified amount of time. Inquisitive clients and visitors become quality leads over time.
Email Engagement
Agents cannot tell how interested someone is in buying by signing in to receive emails. But, open and clickthrough rates will offer a far better picture of their degree of interest. A good agent should know who opens each email and always clicks on offer promotion emails. Focus and concentrate on the people who appear to be the most interested. Pursue leads who click through on high-value mailings because they are likely to buy now.
Social Media Interaction
The level of engagement a lead has with a company on social media can also state their level of interest. For example, noting how many times they respond to tweets and Facebook posts can help. Record the number of times they retweeted or shared posts can also be an indicator. Quality leads are active on social media. So, prepare methods to take advantage of this.
Final Thoughts
Leads and prospects are any company's life. As a result, high-quality lead creation is necessary and worth marketing expenditure. Moreover, ensuring that digital assets receive consistent exposure is essential for lead generation. Unfortunately, choosing between quality and quantity will always be a trade-off. On the plus side, every business has an optimal position where both are in equal balance. Analytics and attributes of leads help show if they are of quality or not. Finding a balance that works for your specific business will aid in your path to success.
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