Real estate sales and marketing teams often have a contentious relationship. Their ultimate goals are the same: sell more homes. However, when numbers are down, the age-old sales and marketing quandary often arises. The sales team feels like the marketing team isn’t producing quality leads and the marketing team feels like the sales team isn’t converting their hard-earned leads. Here are three actionable ways sales and marketing can collaborate better to sell more homes.
Use Lead Scoring Via Landing Page Questions to Qualify Sales Leads
A good content strategy for real estate lead generation includes creating high-quality content offers. These offers include downloadable eBooks and guides in the form of PDFs that provide answers to the questions buyers and sellers are researching online. Topics may include buyer’s guides, market reports, information about local schools, mortgage advice, and other helpful topics. Website visitors click on graphic calls-to-action on your website that lead to landing pages where they submit their contact information and are then able to download the content. One way to help ensure high quality leads for your sales team is to include one or two questions on the submission form that can help you understand how ready the contact is to buy or sell their home. For example, you might ask how soon the contact plans to buy or sell their home. If the answer is in the near future, you would consider that a highly qualified lead that needs quick follow-up. If the answer is far into the future, your sales team will know that follow-up is not as urgent for that contact. Other effective qualifying questions would be, “Are you pre-approved for a loan?” and “Are you currently working with a real estate agent?”
Integrate Sales and Marketing Software to Help Marketing Leads Convert into Sales
Many types of marketing software have the capability to integrate with CRM (Customer Relationship Management) Software. Marketing software like HubSpot uses marketing automation to collect and organize contacts from landing page forms. The software can be integrated with CRM software to distribute leads to members of your sales team and track their follow-up. Follow-up is the most essential part of lead conversion, and it is also often one of the greatest struggles for many real estate sales teams. If your lead generation and management process is organized using integrated marketing and CRM software, you can help ensure the marketing team’s hard-earned leads convert into actual sales.
Sales Should Utilize Marketing’s Content
Does your marketing team spend a lot of time creating excellent content, such as blog posts or downloadable buyer’s guides and market reports? These are important for attracting website visitors and converting them into qualified leads, but they can also be used by your sales team to increase offline leads and close sales. Here’s how.
Content Can Provide Support to the Sales Team During the Buying or Selling Process
Say you have a sales professional who is working with a buyer on a short sale. Buyers are known for getting antsy and stressed out during the unpredictable and often lengthy short sale process. Though a good sales professional explains the challenges of a short sale prior to beginning the process, a buyer often doesn’t truly understand until he or she is in the thick of it. So what do you do when you have a wavering, anxious buyer even after you have explained the challenges? Send them the information your company has published on this subject, whether it’s a blog post or a guide for what to expect during a short sale. When a buyer sees that your company has published this information, it provides an extra vote of confidence that your company is experienced and knowledgeable. It shows them you have clearly done this before and you know what you’re talking about. This extra vote of confidence can help the sales professional keep his or her buyer focused and less likely to abandon the sale. This can work similarly for a listing agent. If an agent has an anxious seller, sharing the company’s published content on selling issues can provide a similar extra vote of confidence and help keep the seller from jumping ship.
Sharing Company Content Through the Sales Team’s Personal Social Networks Can Increase Leads
If your company creates a ton of great content, why not have your sales team share those blog posts, eBooks and guides in their social networks? Most of today’s real estate sales professionals already use their social networks for professional networking. If your sales team regularly shares your company’s content in their social networks, it will help them remain top-of-mind to people in their personal networks. It will also help drive website traffic from their personal networks to your company’s website. Your sales team will love the fact that they can share high-quality content that makes them look like experts without having to spend any time writing it.
Inbound marketing software like HubSpot, which Paveya uses to implement customized internet marketing strategies for clients, makes doing this extremely fast and efficient. It provides the ability to share your company’s content within the social networks of every team member all at once from one tool. This means you could create one status update in one location and have it post to the Facebook. Twitter, LinkedIn, and Google+ accounts of every member of your sales team at once – or you can schedule the content to post in the different networks at different times. The beauty is that it’s all done from one place, and it makes your content marketing efforts go much further than if you just post your content in your company’s social networks.
Have additional ideas to help sales and marketing work more effectively in real estate? Share them in the comments below!