Chapter 6

How to Use CRM, SMS, and Marketing Automation to Immediately Turn a New Lead into a Hot Appointment

Internet lead generation (and most of what I taught you in Section One) is relatively new. Because so many companies are still trying to crack the lead generation code that you just learned, they don't even realize that there is a much more difficult and important code to crack next: the lead conversion code.

The following data (source: Move Inc.) from the real estate vertical around the increase in volume of online leads between 2011–2014 sums up perfectly what is happening for every industry. There are MORE leads than ever before to be had, but finding the needles in this new massive haystack will require a plan.

In 2011, there were 2.9 million real estate leads generated online and 4.4 million home sales. By 2014 the number of leads skyrocketed to 40.6 million, while home sales had only increased to 5.1 million.

The entire purpose of this section is to help you clearly and quickly identify the best leads to call and use the script you will soon learn in Section Three on.

Marketing feeds appointments. Appointments feed sales. Sales feed our children.

Plots depicting 2.9 million real estate leads generated versus 4.4 million annual home sales in 2011.

Figure 6.1

The Fortune is in the Follow-Up

Now that you have leads regularly coming in, the real work starts: Ensuring you create quality sales appointments on a consistent on-demand basis. In Section Two, I will ...

Get The Conversion Code now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.