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THE MODERN LENDING
PLAYBOOK A Retail Loan Consultant's Guide to Leveraging Digital Disruption, Developing Business AND Scaling Influence.
05
Lead Management
MODULE
Managing leads effectively has never been a core competency of the retail Loan Consultant. Simply put, this skill set was typically relegated to our referral partners while we operated near the end of the sales funnel positioning ourselves to work with warmer customers ready to transact.
Today, it’s crucial we master a strong, technologically supported lead management system that can assist us in cultivating massive amounts of customer information and converting more and more customers into our sales cycle. This module is designed to help build the blueprint for such a program and develop the background technical support needed inside melloTM CRM to master this topic.
FOOD FOR THOUGHT Describe your current lead management systems or activities. How do you track leads and contacts today? Do you have a system that you use for task/follow up management? What is it? Describe your origination tactics to take a lead and to convert that lead into an opportunity (your sales funnel). Identify your current sources of leads: Realtors
Home Builders
ZillowÂŽ
Open Houses
Blogs
Digital Marketing Campaigns
Past Customers
DPLP
Local Marketing Campaigns
Other
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Landing Pages Lead Pool
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EXAMPLE In order for today’s active Loan Consultant to stay competitive, it’s crucial to originate loans using multiple strategies.
Examples of lead aggregation strategies: Referral Partner Landing Pages
Open Houses
Create Lead Capture App
Create Open House Flyers
Single Property Websites
Create Single Property Sites
Customer Direct Strategies • Friends and Family
• Educational Events & Materials
• Network Group
• Local Marketing Efforts
Digital Marketing Efforts Social Media Campaigns
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Lead Management Successful Lead Management starts with clear definitions and consistent language. So let’s start defining our categories of groups of leads in defined buckets*:
Cold
Pre-Qualified
Example of a typical week when calling your leads:
Warm
Pre-Approved
Fridays Call/text to PreQualified shopper
Active
In Contract
Mondays Check in to Active shoppers if they found a home
Non-Active
Past Client
Weekly Check in with people in the Active Bucket
Nurture
Monthly Check in with Nurtures
*Detailed definitions of these groups can be found in the corresponding Module 5 PPT
Accurately grouping customers into appropriate categories creates automatic work flows to kick off in a repeatable manner to handle large volume. These categories allow us to bucket leads into defined groups and then create a strategy to “manage” them or move them towards an objective, likely into the next group all the way to past customer. This management process is defined as a workflow or journey for the customer. These are defined, pre-programmed action steps that a great lead manager executes against to drive conversion.
To Download All Existing Campaigns/Workflows in CRM, check out this Job Aid
Ready to apply your knowledge? Take Module 5 Survey Assessment
Want to continue the conversation? Join Chatter Here
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