Why Top of Funnel Leads are Important!

Presented by:Ben Kealben@privatecommunities.com(800)875-3072

THE SALES FUNNEL

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What is “Top of Funnel”?

• Beginning• Gathering• Researching• Comparing

Typical Sales Funnel

Source: https://www.sharplaunch.com/blog/how-to-create-a-real-estate-funnel/

Marketing Goals -“Top of Funnel”

Create “Brand Awareness” Stand Apart

Generate Interest

Generate Qualified LeadsTarget Demographics

Cast a Wide Net

Drive Traffic to WebsiteBig Value

Measure MonthlyRemarketing

How do you fill your funnel?

Source: https://social.eyeforpharma.com/commercial/digital-power-harnessing-multichannel-marketing-opportunities

9 out of 10 consumers begintheir search using the web…

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Resources for AARC member communities.

Target Consumers

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Persona and Demographics (AARC Focus)

• Relocation• Pre-Retiree & Retired• Age-Targeted, 45-65+ Years Young• Empty Nesters• Focused On Lifestyle• The Home is NOT how they “begin”

Experienced Homebuyers

• Amenities = Lifestyle• Carrying Costs Matter

• HOA• Memberships• Taxes

• Proximity to Everything• Health Care • Airports • Entertainment

Lifestyle buyers have a longer sales cycle…

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We are about two years away from moving south, but we are planning a trip for Spring of 2019 and are considering visiting your community. We would like as much information as you have on everything from amenities, homes, association fees, the town, and more. Also, do you allow potential residents to stay in your community for several nights in rental properties? Thank you, in advance, for your time and consideration.

Looking to retire in the next 12 months and are interested in WindRiver. Please send info on community, particularly homes available, golf course and equestrian stable.

Planning to retire in a few years, looking for a seaside town to settle in.

Beginning The Search = “Top of Funnel”

Any brochure, we are 5 years away from retirement and starting to collect information. WILL NOT BUY ANYTHING UNTIL THEN!!! THANK YOU, M. Lopez

Looking to sell my home and relocate in the next 6 months.

Lead Capture & Tracking

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CRMs ARE A MUST!

Consumers will consumeyour content from more than one place…

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18Source: https://www.startupgrind.com/blog/official-guide-to-attribution-modeling-to-improve-marketing-spend/

Track Multiple Lead Sources and Touchpoints

Attribution ERROR!!!

“…Leads never reply!”

• Lead generated• Sales attempts to contact… • by phone, email & mail • multiple times• No replies to calls or emails• Must have been just browsing…

The neighbor…

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Don’t stop engaging!

•Marketing kept Nurturing •7 months later…requested again•SOLD… $2,500,000.00!!!

Top of Funnel R.O.I.

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Q: How is our service performing?

A: Let me check with sales and I’ll get back to you…

Measure Everything

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• USE Data to justify ROI• Multiple Source Codes• Phone Calls- Call Rail• Web Traffic- UTM Tracking Codes & Google Analytics

Referral traffic is part of the Funnel

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“Other than referrals, our best leads come from our own

website…”- Average Community Salesperson

Why CLICKS to your website matter…

Source: https://landerapp.com/blog/improve-seo-with-backlinks/ Source: https://www.acquisio.com/blog/agency/5-simple-steps-create-facebook-retargeting-campaign/

• Don’t expect sales at the “beginning”

• It takes lots of leads to convert a sale

• Capture and use “Lead Source”• Nurture until they say STOP• USE data NOT opinions

Takeaways