Boosting Lead Conversion with Automated Long-Term Follow-up – with Jesse Beaudoin – EP004
Buying leads is easy. Converting is harder.
100 leads typically generate two closings. But if you look at the statistics, 20 to 40% of the remaining 98 will have moved. What is the secret to converting a good chunk of that 20-40%? Long-term follow-up.
Jesse Beaudoin is the Founder and CEO of CallAction, a lead engagement automation platform that helps real estate professionals build long-term follow-up campaigns. Jesse got his start as a telemarketer for a mortgage company at the age of 15. He secured his real estate license at 18 and spent nearly 20 years working as a mortgage broker. A student of marketing, Jesse saw opportunity in the online space and started buying exact-match domain names to generate leads through organic search. He was able to build a business selling those leads to lenders like Quicken Loans and Lending Tree. In January of 2015, Jesse created CallAction to support real estate professionals in instantly responding to inbound leads, and since then, the startup has earned the 2015 BIA/Kelsey Future Stars Audience Award and was a finalist at the 2016 RealogyFWD Innovation Summit.
Today, Jesse joins Jeff to share his storied background in the real estate business and his early understanding of how the internet could be used as a marketing tool. He explains the impetus behind CallAction, discussing how mobile-first has changed human behavior and why it’s so important to catch customers at their peak state of interest. Jesse offers insight on the value of a long-term follow-up campaign to boost conversion, walking us through the CallAction process of delivering the right message in the right place at the right time with consistency. Listen in for Jesse’s thoughts on how savvy lenders are using the platform to convert leads for their agent-partners and how to leverage automation so you spend less time chasing leads—and more time building rapport with clients!
Key Takeaways
The impetus behind CallAction
- Create consistency in lead follow-up
The transition from form-fill to click-to-call
- Mobile-first has changed behavior (instant gratification)
- Want high level of service, immediate response
Why it’s important to catch customers at their peak state of interest
- Short attention span due to distractions (85 texts/day)
The value of a long-term follow-up campaign
- 2-3% conversion in first four months
- 20-40% convert later with consistent follow-up
How a CallAction long-term follow-up campaign works
- Lead data automatically populated to CRM
- Variety of communication channels (email, text and phone call)
- Right message in right place at right time with consistency
How savvy lenders are driving leads
- Split lead spend with agent-partner, set up showing appointment on their behalf
- Develop relationships with FSBOs to prequalify buyers
How mobile devices have changed our behavior
- Create sense of urgency, find someone who can deliver NOW
- Five minutes of mental bandwidth to accomplish task
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