Building any kind of relationship, personal or professional, takes time and effort. With the vast majority of consumers starting their research online before investing in a big-ticket purchase, it’s more important than ever to find new ways to start building that trust and commitment to your brand from the moment they click on the company website.
Upping your website game as well as upgrading the internal tools your team uses to analyze and organize online consumer data will help you stand out from the crowd and close more sales. An AI-driven website paired with personalized lead follow-up gives your online customers a shopping experience that’s comparable to the dedicated service they’ll receive when they finally visit in person.
To unlock a top-notch consumer journey for your online leads, keep in mind these 4 keys to forming a successful relationship from the get-go.
1. Prioritize Leads and Important Information
Improving the lead follow-up process starts with collecting better data on each online consumer who visits the website or clicks on a digital ad. Add interactive web experiences to increase engagement with your brand and also gain opportunities to learn more about each consumer who engages with the quizzes, incentives and digital tools you add to the site.
By tying an AI-driven interactive website to a marketing cloud and aggregating all online consumer data in a CRM system, companies can store all consumer data in a centralized spot for better analysis and lead organization. A quality CRM can help your sales team sort leads and prioritize consumers ready to take action right away, and track every touchpoint along the way.
“We utilize our CRM to leverage our data as best we can,” says Marcella Eppsteiner, Vice President of Marketing at Mission Rock Residential, headquartered in Denver. “We overlay our website insights in terms of prospect engagement with a series of other data points, from our property management software and Google Analytics, just to better understand the activity of the consumer.”
Julia Critelli, General Manager at Critelli’s Fine Furniture, uses the website information stored in a cloud-based, connected CRM to sort and prioritize “hot leads” the sales associates should pursue first.
“We can also see how many deals are open and the value of those deals, along with probability of sale,” Critelli says. “I’m able to export certain lists or organize it in different ways, which I think is a good tool for myself and the sales staff.”
2. Personalize Lead Follow-Up
Knowing exactly which experiences a lead interacted with online and seeing what they’re searching for on the website gives your team a leg up on the lead follow-up process. The sales team can personalize their responses and tailor the information they provide the consumer to prioritize what features they indicated online they’re most interested in. Feeling like you already know them and their preferences helps establish a relationship with the consumer before you ever meet in person.
“It helps be more personable in our responses,” says Chris Berry, Senior Regional Manager at First Communities based in Atlanta. “We’re able to tailor our response, whether it be in an email or a phone call. I encourage my team to use that information gathered on the website, and don’t just send a cookie cutter response telling them something they already know.”
To eliminate the extra work for your sales team, consider automating email or text nurturing through a marketing cloud and CRM database. When connected to an AI-driven CRM, automated emails and text messages are personalized based on each consumer’s information and timeframe for purchasing.
3. Communicate with Consumers on Their Terms
Do you know what time of day your customers prefer to be contacted and their preferred method of communication? That’s valuable lead information that’s unique to your industry and market, so be sure to collect that data whenever possible.
For the multifamily industry, PERQ online data shows 48% of prospects prefer to be contacted in the morning hours and 54% like emails from properties over other forms of communication. Emails tops the list for the majority of home furnishing customers PERQ surveyed as well, although the data shows text is quickly becoming a favored form of communication for consumers across all industries.
However, every person is different. You know that friend who always responds to texts with an unwarranted phone call and leaves voicemails you never check? Don’t cross that miscommunication line as a company trying to connect on a personal level with a consumer.
To increase your chance of successfully building a lasting relationship, offer a variety of communication avenues for consumers who wish to reach out to your company with questions or to gather additional details, such as an online chat-to-text tool in addition to email and phone options.
Big Sandy Home Furnishings Superstore recently introduced text-to-chat on the store website and are finding consumers who use the feature are highly engaged and more likely to convert than the average online visitor.
“They’re further along in the buying cycle,” President Bryan Scott says. “The interesting thing though is it seems like it’s all ages of demographics who engage. Everybody wants to text now.”
4. Manage Leads Through Entire Consumer Journey
Consumers who divulge personal information and devote significant time when researching on a company’s website expect you’ll reciprocate in the relationship, giving them something in return. Reward their commitment with relevant incentives to entice them to take the next step, and offer them your team’s industry knowledge and personalized advice to make them feel like they have a friend in the business.
Even if you don’t manage the newest property on the block or run the biggest retail furniture superstore this side of the Mississippi, you can win the battle for a consumer’s heart by delivering outstanding, personalized service.
“That’s where customer service and a more tailored leasing experience — and resident experience — becomes crucial,” Eppsteiner says. “That’s the only way you can compete with a new build or a bigger company with a bigger budget.”
Utilize technology to follow leads throughout the consumer journey, touching base every step of the way to offer helpful guidance. Continue that commitment to concierge-type customer service beyond the lease or sale and build long-term loyalty that only comes with time and consistent work.
Scott says being able to track the entire buying journey online makes all the difference when trying to connect with a customer. “It helps us build that relationship with the consumer before they actually come through the door,” he says. “We know all about them and we’re able to build trust.”