Lead Conversion Funnel
Our program is built using best-practice techniques leveraging conversion marketing. It is important to understand the basics of how our funnel works, so you know we generate and qualify leads.
One of the core principals of the offrs program is building a Lead Conversion Funnel. We leverage best practices to ensure we optimize your marketing budget to build a long-term listing pipeline (which we call a Funnel)
You can view your funnel in the application real-time. In the first few months, we start by adding homeowners (seller signal leads) at the top of the funnel. Over time as your automated marketing campaigns and our ads hit those homeowners, you will begin to see your Middle-of-the-Funnel devlope. These are homeowners who have take action (e.g. HouseValueReport.com inquiry). The goal is to grow the funnel over time, where it continuously delivers leads that are in-market.
What are Top of the Funnel Leads?
Top of the Funnel (TOFU) leads are homeowners who have engaged (clicks) on an ad or article we push to predictive sellers. These are not qualifed leads (yet) - but they are homeowners that are shoing a level of intent above others in your territory.
Please note that when you are looking at a Seller Signal Lead we are appending their contact information using 3rd party data providers. They have not provided their contact information directly (yet) - so in some cases the email or phone could be wrong. We still leverage this information to push marketing to them directly to drive them to fill out a form on a lead capture website (e.g. HouseValueReport.com)
What are Middle of the Funnel Leads?
Middle of the Funnel Leads are leads that have taken an action (typically engaged with a landing page experience like HouseValueReport.com or AgentByZip.com). They usually provide their contact information and answer some qualifying questions.
What are Bottom of the Funnel Leads?
Bottom of the Funnel leads are "in-market" leads that have been qualified. These are homeowners that have shown clear intent on selling their home. This would include FSBO, Expired and Foreclosure as well (since that confirms intent to sell). HouseValueReport.com leads are asked if they are thinking of selling, and if they answer "YES" - then they become BOFU Leads.
What our Lead Conversion Program Works
Here are some of the ways we stand apart from the rest (not just in how our product works but how we approach the challenge in a completely different way).
We know that it takes time to grow a strong listing lead pipeline. In our experience, it can take 6 months to generate enough leads in your funnel, to start seeing listings. This is why we guarantee 30 leads a month are added to your funnel, so you can grow your pipeline quickly.
We know that generating leads directly online (Facebook, Google, etc) is very expensive. In most areas it costs $50 - $100 per listing lead. This is why we have built our system to first identify high-likely sellers, target them with less expensive display and contextual ads and bring them into your funnel earlier in the process as "seller signal" leads This ensures you are first in the door when you reach out using our email marketing campaigns.
We know that most agents don't have the time to do the necessary follow-up and nurturing required to get the listing. This is why we launched ROOF - a full service click-to-close service that nurtures your leads and when someone is ready to connect with an agent - we hand it off to you to close.
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