Stop Prospecting!
Everyone is out shaking the trees for more prospects. We're looking high and low and we're desperate to find that next hot lead. Some of us are even spending extra dollars we don't have on advertising and promotion. What would you say if I told you that you probably don't have to prospect anymore than you already do?
It's Not Your Prospecting That's Lacking - It's Your Conversion That Sucks
Look at your Google Analytics for your website. You'll see how many people already come to your site. Now look at how many leads you actually get from your site. If you're like most people, it's a pathetically small number. So isn't the better answer to increase the conversion on the hits you already have rather than to try to increase the hits?
Make 'Em An Offer They Can't Refuse
So how do you get people to tell you who they are? Give them something they want - something that solves a problem or addresses a pain point. Free reports, educational tools, market analysis of their market - all of these things and more can bring you greater results. If you're in a high-relocation area, then an offer of a free information and relocation package works wonders. The key is to test your offers and see which one gets the best results. But don't give it to them until they tell you who they are. It's a give and take world and they don't get to take your free gift until they give you their contact info.
Deliver With An Autoresponder
Autoresponders are services you use to deliver whatever you're offering. Why use these services instead of emailing the information when you get back to the computer? Because we want instant gratification! If it doesn't come instantly then we're upset. And the last thing you want is your prospects' first experience of you to be upset. I use GetResponse for my autoresponder program on selling by the stages of life. I chose GetResponse because, unlike AWeber (their largest competitor), they will allow you to sign people up yourself. So if you have people check a box at an open house or seminar asking to be put on the list, you can do that. AWeber assumes that if you are manually entering people, you are spamming them. Personally, I prefer the flexibility that GetResponse offers. They're also less expensive at $47/quarter.
How's Your Folllow-up?
Are you following up with the people who do identify themselves? If not, well then stop prospecting altogether because you're totally wasting your time. Get a system in place to do your follow-up now!
I'll be blogging more in the next day or two about how to grow your list and how to blog more effectively. Keep your eyes open!
I need to check out my google analytics! This looks like a great site!
lots to learn on google ananlytics. great points
Not only do you have to look at your conversion -- how much traffic to appointments but look at your conversion rate on appointments. Maybe your getting the traffic and appointments but simply aren't converting to listing. Focus on your strengths and minimize your weaknesses.
Great post, Kelle! Without systems, we are just spinning our wheels. We should have templates for responses, campaigns for follow ups, as well as generic "touch" pieces throughout the year. I always like to read your stuff.