Even a business with the sharpest of strategies is likely to have potential clients who fall off the map or become disengaged along the sales journey. Perhaps they fill out a form on your website or express interest over email and then never reply to your follow up emails or calls… Sound familiar?
This is a normal part of business and sales. According to HubSpot, 79% of marketing leads never convert into sales – but that doesn’t mean all lost sales are completely worthless.
This is especially true for the building industry, where potential clients spend many months on decision making and need time to make considered choices about the type of home they want to build and who they want to build with.
This makes sense. A home build is a huge emotional and financial investment, something many people will only ever do once. As such, they need to take time to feel they are making the right decision. This is all to say that when you are trying to generate leads for new building projects, you’re playing the long game.
But it’s not all bad news. There are plenty of strategies that can be used to remain front of mind while your potential clients are still in the decision making process and eventually to re-engage lost sales. Keep reading for our top three tips.
1. Start a brand new email campaign
Just because a lead didn’t answer your email or respond to your latest marketing campaign, it doesn’t mean they don’t want to work with you. Decisions over building take time and your potential lead may just be taking a break from their home project, or ensuring they have the necessary finances in place to begin in the first place. They also might have reservations or questions about the design or building processes.
This is a great opportunity for you to remind potential clients of your business, what you can offer them and how you can help achieve their unique vision. We often recommend an email campaign to re-engage cold leads with answers to commonly asked questions, completed project showcases and even a special offer – like a free consultation or on-site visit.
2. Targeted social media campaigns
Sometimes re-engaging a lead can be done by simply reminding them that your company still exists. A highly targeted social media campaign on Instagram of Facebook is a great way to do this, appealing to potential clients by target their specific interests and needs.
For instance, if your lost sale is an aging couple looking to downsize and build a new accessible home, a post about the benefits of downsizing may be what causes them to pick up the phone and book that initial meeting.
If you’ve had a few young families disengage from your sales process, a special offer with a free landscaping or home automation package, may be what pushes them over the line.
3. Get in touch directly
Sometimes, the best thing to do is contact a potential client directly. This way you can engage with them in a personalised manner, talk to them about tailored services, deals and information relevant to their project.
A phone call is a great way to provide an insight into your personable communication style and your dedication to building strong relationships with clients. Potential clients will appreciate you taking the time to craft a personalised and informed email and will be more likely to respond when it’s clear it’s come directly from you.
Looking to re-engage lost sales and take your business strategy to the next level? Get in touch with the team at Spectrum Coach today.