Generating and nurturing leads is the backbone of estate agency. According to Richard Combellack, Chief Commercial Officer at BriefYourMarket, this is exactly what BriefYourMarket is about, finding and nurturing new leads via a variety of marketing communications using email, social media and print.
He adds that the acquisition of Yomdel and KnowYourMarket a year ago has enabled the business to take its lead generation and nurturing service to the next level. “Along with using email and social media to generate leads, Yomdel takes it a stage further by creating, and nurturing leads via an agent’s website, booking valuations and appointments straight into the agent’s CRM or diary. Considering that statistically around 55% never make it into an agent’s CRM, having a system in place that ensures each lead is followed up is essential,” says Combellack.
“Where KnowYourMarket comes in is measuring every human touch point a client has with a prospect once the lead has been secured. It is market research made up of mystery shopping, along with some customer feedback to analyse a client’s processes in order to tweak, improve, train and refine for the future. It is about understanding what happens to a lead within your business and then being able to make adjustments to ensure your business is able to improve on its conversion rate. It looks as aspects such as whether your team replies to form fills quickly, mention everything they should on the phone, provide a warm welcome to visitors in branch and keep in communication throughout the process. This feedback will help agents to improve their processes and win more business going forward,” Combellack comments.
He adds that, as an estate agency, understanding your market position and how it is perceived by clients is crucial. This data allows businesses to set objectives that help them achieve higher levels of success and growth in their market. “Having data and statistics about how your customers perceive your business gives you the insight you need to make the right changes to improve your customer experience and convert more leads. If a business is spending money on obtaining leads, it is important that the right processes are in place to ensure that investment is not wasted, and the leads are given every chance to convert,” he notes.
According to Combellack, BriefYourMarket, Yomdel and KnowYourMarket, cover the entire property purchase process when it comes to generating and nurturing leads. He adds that the nurtur.group acquisition earlier this year further adds to this offering. “In addition to the services we provide, we now have links to Starberry who build websites for estate agents, The Guild of Property Professionals who have an array of products that help independent agents convert better, and Fine & Country that helps agents provide the level of service that higher-priced properties demand. As a collective group, we now have everything an estate agent needs to improve every aspect of their business in order to generate and nurture leads, and grow,” he concludes.
To find out more visit KnowYourMarket