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The Successful Marketing Campaign |
Managing Hundreds of Leads With a Lead Generation website producing 100 to 200 leads every month there is an immediate challenge in managing the leads. You need to have a system that incubates these people until they are ready to buy and it needs to be an automated system. The IDX System A number of years ago the IDX software system was introduced. This is a software system that links into the database of an MLS and offers a range of functionalities for the Realtor. It provides an ability for your home buyer to create and save home searches. At the same time it allows the buyers to establish their own account saving their searches as well as any home listings that interest them. They can also sign up to receive e-mail notification of new listings as they are added to the database. We utilize an IDX system that gives our Realtors an ability to monitor the activities of the home buyers within the system. The Realtor is able to see how active a buyer is and can he can see which listings the buyer has clicked into. At any time the Realtor can export a spread sheet showing all the buyers in the system along with information on their search criteria and the last date they logged into the system. At a glance the Realtor is able to determine which buyers are likely to have shifted into a buy mode and follow up with them. The buyers really do a lot of the work for the Realtor. By their activity the Realtor is able to categorize each buyer as to how serious they might be. The more active a buyer is the more likely he is a very serious prospect that the Realtor wants to monitor closely. At the same time, the buyer who does not login regularly is less serious and those that never come back are gone but not dead. The system allows buyers to request more information on listings and this is a red flag telling the Realtor that this is someone who may be ready to buy. Once a buyer requests information on a listing he has opened himself to communications from the Realtor. Our IDX System is Different In order to create a highly efficient system we utilize the IDX program in a way different than is typical. In our system every buyer is subscribed into the program. The common approach is to allow people to voluntarily subscribe themselves. We find when done this way only 5% to 8% of the buyers subscribe. In this case the Realtor is not capturing information on all the buyers and the program is not really beneficial to the Realtor. The Realtor is losing most of the buyers. By subscribing every lead into the system the IDX program becomes a drip mail program that is constantly sending buyers information that they want. The serious buyers stay in this program for months. We have seen some buyers continue to receive e-mails and log into the program for more than six months. The Realtor ultimately captures these sales as the buyers have become loyal to the program source. Other buyers are automatically tagged as not serious when they fail to log into the program after a period of time.
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