Personalizing the Consumer Journey with Data
We have access to more data than ever before. An online prospect can have over 15 different touch points or data associated with their time on your website. On Season 2 of The Bridge podcast, hosts Andy Medley and Muhammad Yasin chatted with Desiree White and Colin Cloud from NE Property Management about how they have been enabling their own onsite teams to help convert online prospects into a signed lease.
The “3 P’s” that NE Property Management looks at when they see incoming online traffic but aren’t closing the deal are:
They look to see if the pricing is too high or too low, if the product they are selling is desirable to prospects and if there are any upgrades that need to be made or small cosmetic changes to their own site.
They also look at the people on the on-site team. Desiree finds that listening to phone calls has been helpful as a training tool and even offers to join in on calls for support. The initial conversation is the hardest and the most important.
Looking at the incoming traffic on your website as a metric is a way that Desiree and Colin can measure if their marketing efforts are working and if so which ones specifically. This is where they both suggest having Google Analytics and training onsite teams in analyzing their ads and data to ensure that their marketing is doing its job.
Your onsite team has access to the personalized date coming from the incoming traffic on your website. The first conversation can’t be following the same script that telemarketers and cold callers use, it has to and can be more personalized. Using the data that your website has collected on the prospect, onsite teams can and should be having more personalized conversations with prospects.
Desiree explains, “You don’t need to act like you’re selling it to them, you’re helping them with this journey.” Lead with the details that the data gives you like the number of pets they have, the floorplans they were looking at, etc. A more personalized experience will make the prospect feel like you want to find them a new home.