Why/When/How to Nurture your Leads: The Journey from ‘Lead’ to ‘Closure’

Envision a case wherein a marketing department generates 10,000 leads in a month with a 30% rise from the last, but the sales team experiences a 20% drop in sales in the very same month.

What possibly could be the reason behind such low sales when thousands of people have promptly made an enquiry?

The answer behind all this is a clear lack of nurturing activities. No effort was made to revive the leads who were, for certain reasons, not satisfied with the product. In this blog post, we’ll tell you how to identify these reasons and automate your nurturing program.

“Sowing + Nurturing = Reaping. As you sow, so shall you reap.”

Lead conversion is a critical success factor for all businesses and what is equally important is the nurturing of your leads. Ironically, lead nurturing has been the most sidelined activity in the real estate industry. Clearly, somebody who has visited the site is likely to not come back if the experience/cost didn’t meet his expectations. The general trend is to let go of such leads and call them “unqualified”.

However, this is where lead nurturing comes into action. What if you could inform/notify the lead of a lucrative opportunity (an offer or an added amenity at no extra cost), which would effectively bring him back into the sales cycle? The result could be an unexpected closure.

Some statistics to give you a better idea:

• 50% of leads are qualified but not ready to buy. (Gleanster Research)
• Only 25% of leads are legitimate and should advance to sales. (Gleanster Research)
• Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (DemandGen Report)

Now, moving on towards how all of this can be bridged down and automated. Sell.Do, Amura’s flagship sales and marketing automation tool for the real estate industry, makes all of this possible. Here is how Sell.Do becomes your perfect lead nurturing solution:

Born out of experience: It’s the only real estate sales/marketing automation tool, developed with real-estate experience

And because you’re never going to be up at all hours of the night: It takes care of marketing automation.

Automation makes everything possible: Sell.Do also automatically acquires leads from all possible sources & takes care of lead management

With absolute promptness: Because it has an intelligent and instant response system

It takes care of the ‘sowing + nurturing': It sets up custom and automated nurturing processes

And helps you get closures: With inbuilt Smart Lead Scoring Mechanisms

Sell.Do automatically monkeys with the steps by virtue of a very rich BI to find the “the iron is hot” moment and then notifies the executive to get in touch with the customer. Its value lies in the fact that the system automatically pushes the executive to “stay in constant touch” with the customer.

When it comes to lead nurturing, the thing to keep in mind is that if you don’t make your customers happy, you won’t have a shot at being happy.

Credits: Kavish Ahuja

Contributions: Vaidehi Mirashi, Sonia Phad & Ruturaj Mokashi

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