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S2 EP 6 | Online Builder Shop Results

Show Notes:

Focus Discussion of the Week:

More new home shoppers than ever are starting their searches online. Your website is the new sales model, and traffic is up. But it’s not enough to just have online leads… Are you following up with them consistently and effectively? What kind of customer experience are you creating? 

In our latest secret Builder Shop, conducted earlier this year, we surveyed home builders on the top 200 list to find out if they were following up with online leads, how often, which methods they used, and if their follow-up was effective. Find out the surprising results in this episode with our special guest,  Director of g2 Online Sales Coaching, Alexis Udine.

If you’re stunned by our Builder Shop results or would love guidance when it comes to online leads, our brand new program led by Alexis is finally here! Learn more about our Online Sales Coaching at http://bit.ly/OSCcoaching.

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Two thought leaders come together to explore all things sales and marketing from their unique perspectives. Each week, Mollie Elkman, Matt Riley, and others from Group Two dive into a focus discussion to talk about the latest trends, changes, and best practices.

[00:00:00] Alexis: We do know that tax and another component, which people are also scared. They’re scared of the phone and they’re also scared of video and we need to overcome that. Cause our top responders are doing both texts and video, but here’s what I can tell you. This, this is a number. Are you ready for it? Let’s go.

Only 9% of builders are utilizing texting nine. Which is crazy. And, you know, in today’s day and age, that’s how we communicate. And so if you have a proper follow-up plan in place, it has multiple touch points of varying channels. So you have your phone calls, you have your emails, you have your text messages, you have your video emails, and there is a science to all this like timing and everything is key.

So we know by our behaviors, we study it. And so we have this plan in place that really has. This is when you’re doing your email, your phone call your text, and it’s very strategically laid out. And so you’re trying to connect with them on all different platforms, but. Many people aren’t even utilizing [00:01:00] this, this outreach, which is crazy.

I mean, I was shocked to see that only 9% of builders are utilizing the text as a platform.

Matt: Hi. Welcome to building perspective with Matt Riley and Mollie Elkman we’re here to bring

Alexis: value to you and your team by exploring all things, sales and marketing

Matt: related. Oh. From different perspectives. All right. And welcome. Back to another episode of building perspective. And today we are going to be talking about our online builder shop results.

And I have a guest with us. Who’s not really a guest. She is a long, long time [00:02:00] member of group two. And we were talking about this today and we actually can’t believe this is her. First time being on the podcast. We’re not actually even sure how that happened. but I have our, Alexis Udine with us.

So Alexis welcome. To building perspective.

Alexis: Hi everyone. Thank you so much. I cannot believe I haven’t been on either. I feel like I have, but indeed this is my first time and I am so excited to be joining you all today.

Matt: Absolutely. And again, like, I don’t even know. How that, how that even happened. But, so let’s talk a little bit first in case you’re not aware if you’ve never worked with Alexis and you’re, you’re not a group, two client, and you’ve never, you know, met Alexis or if you are group to client, but yet you don’t necessarily work directly with Alexis.

Let, Alexa, don’t you share a little bit about your background, what you do at group two and kind of some exciting stuff of what’s going on now. Yeah,

Alexis: so I am one of a nun. Oh gee. But what is this, [00:03:00] team members of group two? I actually have been in the industry now for over 13 years, which is crazy. started in 2008 at group two advertising, and really just started from the ground up, you know, assisting anyone and everyone.

So I dabbled in account services and media planning and. Anywhere they needed help. I was eager to learn and learn about the industry. And so that was really my start and then, left for a little while because I decided that I wanted to pursue, a master’s in education. And that was also around 2008, 2009 time period when the industry was going through a little something.

So I took that opportunity and was like, Going to get this degree always had a passion for education and teaching. And so did that Molly and I remained in close contact. and I remained in contact with many of the people at the group, two team and the opportunity presented itself for me to join again.

And I came back and again, jumped in, working with builders directly as their strategist, on everything. [00:04:00] And, then again, decided that I wanted to kind of bring my experience full circle and the opportunity to work with the builder came my way. And so for about three years, I left group two, and joined a builder, a local builder in our area who actually built my very first new construction home, Shafer family homes.

And. was able to do their marketing. and then their online sales counselor role was really what I was hired for and then eventually sold. So I sold active adult. I sold build on your lot, so really did everything and anything, and it was great experience. And I was really happy to be able to kind of bring things full circle during this time.

I also. Built a second new construction home. And so really getting to see things from the builder’s perspective and a customer consumer perspective. Again, my passion was marketing and Molly and I remained close friends and came back to group two and have been here since. And my role as an account supervisor, I work with all builders of all sizes, really kind of driving the ship of their strategy [00:05:00] and their marketing.

it’s something I love developing relationships and partnerships with our builders. So that’s kind of the background, the 13 year back and forth of Alexis and group two. And I will never leave group two. I will die here and, yes, Molly. I said that and now, you know, I’ve always really wanted to kind of further what we could offer to our builders.

And so, you know, you and I have been working on this for a very long time now and. Well, we’re super excited to kind of add to my resume and are offering a group two is online sales coaching. So that’s kind of, you know,

that’s cute. So yeah, I can now say that I’m director of online sales coaching, which is super exciting.

Matt: Absolutely. Yeah. So we never use this podcast to talk about what group two does and services and all that kind of stuff. today’s the exception. So you guys would have seen that, you know, you know, through our social [00:06:00] media or email announcements and super excited to, to bring that kind of full circle based really off of, direct builder requests of us offering that.

That program and that online sales training and coaching, and so super excited to have Alexis heading that up and, and really helping builders, because this was something that we were really, you were really doing, on a really kind of an as needed basis when they needed it, when somebody needed help or a fresh set of eyes to look

Alexis: at the program and.

Come up in conversation, to be honest with you, you know, sales and marketing go hand in hand and I would ask about their leads and their appointments. And so, you know, it, it was a natural progression for us to kind of go here. It made sense. And again, requests and people trust us. And, just to kind of keep it under one roof really made sense moving forward.

Matt: Yeah, absolutely. Okay. So that’s a really great info background. We’re all super excited to, to continue to bring this, this. [00:07:00] What we can, how we can help our builder partners kind of full circle. but so let’s, let’s get into what our real topic of the day is, which is let’s talk about. On our online builder, like our secret shop.

So we this in 2020, and we just also just refreshed it, for 2021. Right. So, and I do want to preference that, when we did this shop, this was prior to when we started the shop process. This was prior to really, you know, a lot of builders in the market, different markets starting to like. Restrict sales and shut down communities and things like that because of essentially being sold out.

So we want to, I want to preference. There are no weak, there are no excuses. There are no excuses of, well, we’re probably just, you know, they’re not. Taking appointments or so, you know, that’s why Pete, the shop results are what they are. [00:08:00] this was all done in the active everyone is selling kind of timeline, correct?

Yeah. okay. So with that kind of caveat, let’s, let’s talk about. What some of these results look like, and we, as we go along and Alexis, we can kind of compare, this year’s results to some of the last year to statistics to really see, like, did we get better? Like the years past? Have we gotten better?

And the answer, some of it is like sometimes yes. Other times, no. Right.

Alexis: Well guess what, Matt, I’m not going to sugar coat it. so yeah, just to kind of piggyback off what you said. So we did it in 2020, which let’s call that like a normal market, if you will. And then we did it again in 2021, and we’ll say it’s a crazy market, but when it comes down to it, the results of 20, 20, we’re not so great.

And we share this with our clients and it was like, yeah, you know, this is a situation and we could only offer so much. So then we did it again in 2021. And to be honest with you, there was. Little improvement and what’s [00:09:00] so exciting is we can say, Hey, these are the results. This is what we can do for you.

but overall, what I have to say is looking year over year into different kinds of markets. there was little improvements here and there, but for the most part, it was really IO, to see what is happening out there. And, yeah, I, like I said, I don’t want to sugar coat it, but the results were, they were interesting.

Matt: That’s right. You are, they were interesting. That is correct. And so just so everybody knows, so like this, this shop happened over a period of 30 days, so essentially a, an online lead was submitted a real name or real email address or real phone number was also given this wasn’t just a, an email only lead.

This was every actual phone number given and for the marketers and OCS and know anybody listening that handles leads. If you get someone to volunteer voluntarily leaves you their phone number. That is a high quality lead. So that is what it [00:10:00] was. And it was, we did it down inside of like a community level page.

So it wasn’t like on a form that just came off the generic or generic form off the homepage. Like this came down at a community or. Home level, page off builder websites. These were all builders in the top 200 list. so it wasn’t like someone that’s necessarily really, really small. It wouldn’t have the staffing or things like that.

These are all.

Alexis: Basically what you’re saying is no excuses.

Matt: I’m pretty much saying there were no, there’s no excuses

Alexis: here. Forensic group two were pretty sneaky and we did this the right way to really kind of see how you performed. and so yeah, we did all of them then some, and so we’re looking at, a couple of different metrics we’re looking at.

Follow up time. And I don’t know if we want to start there. Okay. So follow-up time now, what would you say? our billers should be aiming for in terms of followup.

Matt: So if a new lead comes in, and it’s especially got a phone number on it, [00:11:00] and it comes in during business hours because these came in during business hours.

the ideal time on is less than five minutes.

Alexis: That’s correct. Everyone knows bead cells. And so the average response time now this is 2021. The average response time of our builders. Are you ready for this? I’m ready? 17 hours. That is the time that is taking a hot lead comes in on your website and it’s taking 17 hours for you to respond.

Now. Fun fact, that is a nine hour improvement compared to 2020, which is, yeah, we can say that. Now, another thing I can tell you is speed sells and. If you’re responding first, you are more likely to be picked by anyone over the competition. So 50% of people doing their online shop are going to choose the vendor or the builder that responds to them first.

So let that sit with you for a minute, 17 hours.

Matt: I think what [00:12:00] we’re we’re comparison. We’re when we’re saying that’s a nine hour improvement compared to 2020, I think that’s like saying I only gained 10 pounds during COVID. That’s trying to take a negative and spin it into a positive. Yeah.

Alexis: Again, we don’t want to sugar coat, but 17 hours.

I mean, again, just think about your competition. Think about someone being out there and they’re active and you’re losing them. You’re not even going to get the opportunity to connect with them. And so. yeah, I, I don’t even know what else to say about that. and again, you know, it’s not like these are happening at 11:30 PM at night.

so 17, we

Matt: don’t even have to say, like everyone knows 17 hours is too long, right? Like we all know the 17 hours is too long in, depending on when that came in. Like that could be. That could to the buyer that can feel it’s, it can be over a day, right. Even though it’s 17 hours, it could be like over a day when it comes to like the timing and all that kind of stuff with the buyer.

Alexis: and, and a fun fact. So if you’re [00:13:00] following up within that five minutes, which is what you want to do, Your conversion. it makes the conversion nine times more likely. So just think about that. that’s how that speed and that time is so powerful. And we did have a few builders. There was a couple, maybe one or two that responded within that five minutes, which is great.

Kudos to you. But again, as an OSC, you really are setting the stage for the customer experience. And, you know, people have only so much patience and they like the communication. So again, if you’re setting the stage and responding right away, that’s kind of painting a picture of how this experience is going to go for that customer from start to finish.

So that’s why it’s so important.

Matt: Yeah, totally. And I want to, I also want to say like, We have to what we’re talking about, these kinds of baseline numbers and what you should be doing. We’re we’re we are really thinking about what, in a normal environment is like, cause right now, if you remember, you remember the show Mr.

Rogers, [00:14:00] Rogers neighborhood, and he had the train and you would get on and you would go to the land of make believe, right? Yep. I remember in the land of make-believe, right? Like we all got on Mr. Rogers train and we like went and to the, to the crazy freaky world of the hand puppets in the world, like it’s not real life.

And so, you know, because we can do a really crappy job of lead follow-up right now. And buyers are still like beating down our doors because they’ll just like buy whatever you can throw at them. so we’re getting away with like, you can be like, Oh, our, our timeline to follow up really sucked, but we’re still selling more homes than we’ve ever sold.

Right. It it’s because of the scenario and let these bad habits.

Alexis: Exactly. As I say, it’s almost like condoning bad behavior because right now people are eager, eager. They want to make an appointment. You almost don’t even have to work for it, but what’s going to happen when things return to normal and what’s going to happen when that hose.

Turns off, you need to have the foundation and the processes in [00:15:00] place to set up your OSDs for success. So that’s why maybe you’re getting away with it now, but there’s going to come a time where you’re going to have, they have this foundation and these systems in place to succeed. And that’s the bottom line.

Matt: Yep. Without a doubt. Okay. So 17 hours to fall just to respond. we do also want to say that no auto responders counted. So if you’ve got an immediate autoresponder, we threw that out. That does not count as a response because. Buyers know when they get an auto response, they know a human didn’t send it in 0.2 seconds from when they submitted their things.

So that, that part doesn’t count. So we did get better nine hour improvement, but yeah, so what it’s like saying I only gained 10 pounds. I still gained 10 pounds. and just

Alexis: a fun fact, fastest response time, three minutes, the longest time to respond. And this is no joke. And I, it was 21 days. yeah, we’ll just, we’ll just move on from that.

What else are we measuring? So yeah, the speed sells that’s number one, no question two it’s five minutes or less. That’s your [00:16:00] benchmark. The next thing that we’re kind of looking up is looking at is how many outreaches, how many times are we getting followed up with? and so I can tell you right now that 31% of builders followed up once.

One time. What does that mean? You filled out a contact form. Oh, Hey. You know, you reached out since that email or that phone call and then you wiped your hands clean and guess what? You never did it again. 31% of builders

Matt: are doing that. And, and only 57% responded more than once. So basically half of us right only.

And that was just like a couple times. Right. And then, so then what’s the other one that was really like kinda sh the one that was really shocking to me outside of the only followed up once.

Alexis: The 11, so 10, roughly a little over 10% of builders are following up six or more times. That’s such a low number.

And one thing we know is it takes at least [00:17:00] six to eight touches or outreaches to generate a viable sales lead. And 90% of our builders aren’t even giving them the self stop opportunity to create that lead. Because only 11% of builders are following up more than six times.

Matt: Yep. And so our average number of follow-ups made, and again, this, you know, because of like the longest return to respond was 21 days.

we threw that number out when factoring in the time to response of 17 hours. Cause we didn’t want that to skew the numbers. Yes. That’s right. So just, just if you’re, if you’re analytical and you’re following along, that 21 days did not skew the 17 hour response time. but what was the total average number of followup attempts made?

Alexis: All right. You ready for it? Ready? Two 2.37 to be exact. so yeah, that’s crazy to me like shocking. And so maybe that’s an email or a phone call to, again, you’re wiping your hands clean. You’re never reaching out again. over that [00:18:00] time period, and that’s just not a good practice whatsoever, but that’s what the majority of builders are doing.

They’re reaching out a total of two and change. and they’re not even like, again, getting that viable lead or nurturing or giving themselves a chance or an opportunity, to get that

Matt: appointment. I hear that number and don’t want the previous year’s number. The average number of follow-ups made is 2.87.

Right? I know we can’t have a 0.8, seven or a 0.37 follow-up attempt, but when obviously we average altogether, so essentially. We still sucked last year, too, right?

Alexis: Yeah, we did. I mean, you can see here, the trend is little to no improvement, maybe 5% improvement here or there. but just looking year over year.

Yeah. Not so strong. And like I said, we don’t want to sugar coat it, sugarcoat it, but what we found and what we uncovered was really, really shocking.

Matt: Not really. It wasn’t shocking. I mean, come on, we’re on the marketing [00:19:00] side and we’re looking at leads every day. Like that is not it. It’s not, you know, we’re, it’s surprising in the sense that we look at this and go, okay.

Y, you know, and then, but it’s also like, it’s not shocking that it happened. all right. So we also broke out the difference of what it looked like when a builder had an OSC, a visible OSC on their website versus one without.

Alexis: Correct. And one thing just to kind of start is I think another thing, and again, maybe it’s not surprising, but we still have builders out there that don’t have OCS in today’s market with the amount of leads that they have.

And they either have, you know, a sales person taking them, but they don’t have that dedicated OFC. And I do think this is the perfect time for some of our builders who, you know, are cutting off sales or questioning their goals to take a step back and say, okay, I have all the sales I need. But do I have everything in place?

And this is the time that if you [00:20:00] don’t have a CRM, maybe you should invest one in than one. If you don’t have an OSC, why not? Now’s the time to start vetting it. And so I do think there’s a bigger picture here that we have to look at. And I do think there are so many builders out there that have the volume, but they haven’t taken that step.

To hire the OSC and maybe it’s because they don’t have the time to train them or set them up for success. And that’s really where we can come in. But I think that’s a whole nother kind of conversation, I guess. But yes, we did break it down because we do have some that have a dedicated OSC and some that don’t, but either way everyone’s getting online beats, especially in today’s digital world, more so.

And so we kind of looked at both situations. Yep.

Matt: So, all right. So when we’re looking at this breakdown, so one of the things that we looked at, so average number of responses with an OSC was 2.87, correct? That’s with an OSC,

Alexis: which is what, what processes you have in place. What kind of training did [00:21:00] you receive that this is okay.

Matt: Exactly. Right. So it would be one thing if when you start separating the numbers out and you’re like, okay, this, the people that had an OSC versus that didn’t have an OSC, maybe the ones that didn’t have an OSC really brought the average number of responses. Way down when we split it out, it was 2.87 with an OSC 2.04.

Without an OSC. Right? So they’re basically no different at all on average. And so then you start looking like, well, what, like you just said, what are the processes? How are you? What’s the training that you’ve had? You know, like if you’ve had training, clearly we’re not FA you know, that, that position not following the process.

And is that is continual coaching being had, or those are the right systems being in there or the right systems set in place. To identify these things along the way and where it doesn’t require like a yearly shop, to bring these kinds of things to your attention. [00:22:00] Right. And so then you start looking at with an OSC, we start breaking down.

How many people never got a phone call with an OSC? What percentage?

Alexis: 53%.

Matt: 53% with an OSC. Didn’t even make a phone.

Alexis: Why are you scared of the phone? I tell you it’s actually again, not surprising, but that’s what we find. They don’t want to pick up the phone and, you know, in daily life, again, we’re more likely we don’t call anymore to say happy birthday we text.

But as your job, as an online sales counselor, you have to pick up the phone and we’ll get into other forms of communication. But 53% are never making that phone

Matt: call. Yeah. And then you compare that to, if you don’t have an OSC 87%, never attempted a phone call. Right. So the lead came in and so here’s how this goes.

So without an OSA, lead comes in, the lead gets, comes to someone. Then someone [00:23:00] then either is that, that someone is either the onsite salesperson or it’s a manager of some sort that’s taking the CS, the lead, and then distributes the lead based on the interest of where the customer or that prospect is, is saying that there shouldn’t and looking.

And so then that gets sent out and distributed to that, to that salesperson. And so no phone call was made, or one of the things that we see happen a lot, especially if the leads. Are going to an onsite sales person is there’s going to be one phone call attempt made. And this is exactly what our numbers show.

So if they didn’t have an OSC and it went to, went to onsite, there was one phone call made. Yep. And then after that, if obviously we didn’t pick up the phone, we wanted to let that follow-up process rollout rollout without an engagement to see how long it goes. That was it folks. It was a wrap, like after that phone call, there was an initial email.

And after that phone call, nothing [00:24:00] else happened again, it was a wrap. No more follow,

Alexis: which is, yeah. And all I have to say is, think about what your competition like, you’re getting eliminated. Before you even have the chance to speak to anybody like they’re, they’re eliminating you. And so I always say, think about what your competition is doing.

They’re calling, picking up the phone. You’re not even getting the opportunity to put yourself out there. You’re being eliminated from their new home search without any opportunity, which is crazy. Yup. That’s

Matt: right. And, and the other kind of surprising, but even with an OSC, only 20% of our shop results came in where there were.

Two or more phone calls attempted. Yeah,

Alexis: you call until they don’t, they answer you and tell you to go, you know, where, you keep calling and I can tell you, you know, our plan and our processes that we have in place has, you know, 24 plus touch points with phone calls being sprinkled in there many more times than

Matt: to that’s right.

Text [00:25:00] messages. Right. People prefer,

Alexis: yeah. That’s another alarming thing, but yeah, so, what’s interesting is. You know, when I was doing this job techs, wasn’t a big, such a big thing. And people felt that text messages might have been a little, what’s the word I’m looking for? Like, you didn’t want to go there with prospects.

You thought you were like maybe intruding on their privacy or something of that. And the truth is that’s just not the way it is anymore. And so in some of the training that we have done with people, I’ll say, Hey, have you gotten to connect with anyone on the phone? And they’re like, no, I can’t get anyone on the phone.

They don’t answer. They don’t return my calls. Did you try texting them? Oh yeah, that’s a great idea. Let me try doing that. And we would have a followup coaching call and they said, guess what, everyone they’re getting back to me by text that is working. People are responding that way. So we do know that tax and another component, which people are also scared of.

They’re scared of the phone and they’re also scared of video and they, we need to overcome [00:26:00] that. Cause our top responders are doing both texts and video, but here’s what I can tell you. This, this is a number. Are you ready for it? Let’s go. Only 9% of builders are utilizing texting nine, which is crazy. And, you know, in today’s day and age, that’s how we communicate.

And so if you have a proper follow-up plan in place, it has. Multiple touch points of varying channels. So you have your phone calls, you have your emails, you have your text messages, you have your video emails, and there’s a science to all this like timing and everything is key. So we know by our behaviors, we study it.

And so we have this plan in place that really has, this is when you’re doing your email, your phone call your text, and it’s very strategically laid out. And so you’re trying to connect with them on all different platforms, but. Many people aren’t even utilizing this, this outreach, which is crazy. I mean, I was shocked to see that only 9% of builders are utilizing the text as a

platform.

Matt: And, and it’s [00:27:00] important to, like you said, to, to note the top responders, the one that, the ones that did it in three minutes, right? The, the very top responders all throughout the followup process, utilized phone texts and video emails all within the followup process itself. Yep. So it’s not a shocker at all.

That those were the top. Those are the ones who are the top responders.

Alexis: Yeah. And the other thing I will say, I get it. I remember when I started out as OSC and they said back in the day we used  today, you know, popular platforms might be BombBomb. I don’t know if jot still

Matt: exists.

Alexis: I read it. They’re like, you’re going to have to make some videos and you’re going to have to send it.

And I was like, Oh my God. I remember sitting in the sales office being so intimidated. And my, my advice to you is get past it. Practice start setting your video emails. And honestly they become second hand nature craft today. All you’re doing is your video emails. And I have to tell you, you will be amazed.

They might not respond to your phone calls or your [00:28:00] emails, but you send that video and people be like, Hey, and you might connect with them. And so just, you know, I did this job, I lived it and I saw the challenges and I can not say enough about video emailing and video outreach and how imperative is to be part of your process.

Matt: Yep. Absolutely. Well, and I, and I would say like, you know, guys, we’ll put the link in the show notes here to this infographic. We created, it’s really a blog that kind of lists out the shop results. and so you’ll be able, you’ll be able to see that you’ll be able to download it. You’ll be able to, you know, Mark on it.

take it to leadership, take it, to take it to the people who need to see this. and if you want to talk more in detail about these numbers and like some of the things that we saw that maybe didn’t, that weren’t a large enough statistics to kind of make the list, you know, we can kind of, you know, reach out we’ll we’ll chat about it.

Cause this is, this is something that no matter what our industry has got to focus on to get better, because what’s [00:29:00] co what COVID has done for us. Is it’s really dropped, kicked our industry into the next era. Right. And people talk, I heard, I’ve heard many builders say along the way, like, especially as COVID lock downs first happened, you know, we had that 30 to 45 day window of.

Of real uncertainty of not knowing if we were going to see another 2008, 2009 again, but then once it started picking, you know, like the craziness happened, we got on the Mr. Rogers train and we went to the land of make-believe. you know, people were saying, I’ve been really surprised of how well the buyers have responded to all of this virtual stuff.

and the, but the reality is the buyers were already there. It wasn’t us being surprised that they. Caught up. It was, we finally caught up to what they were used to on a day-to-day basis. And so what COVID has done is it’s pushed us into that category and as vaccinations are happening, and as, as places are starting to ease [00:30:00] restrictions and we’re starting, you know, starting the path to normal, whatever that is, as they’re starting the path to normal.

I promise you that the, the things that we’ve been doing during COVID or not going away buyers have now seen like, Oh, well, I can show, I can look at five or six homes virtually and not have to physically go out there to determine that I don’t like it. Right. I I’m now expecting this level of speed and personalization, and service, that they were able to receive.

In every industry, not just ours, you’re being primed by Amazon prime. You know, they’re being, you know, like all the contactless delivery, like I don’t have to interact with a human every single time.

Alexis: I never go to the grocery store again. I will. I’m not kidding. I’m not going to change the way that we live, the way that we shop, the way that we gather information and agree.

It’s not going [00:31:00] anywhere and where we live in a world of convenience. And so that if you didn’t have it before, you need to step it up, because like you said, this isn’t going away and this really shifted the way that people shop bottom line. And, I do want to add something that I think is also. We didn’t really dive into it in the shop, but it was also something that we uncovered.

So we talk about the follow-up time. We talk about the number of follow-ups and the tax and the different ways you’re doing it. But another thing that was very interesting to kind of look at is the content that was being sent. And so we had the opportunity to see these emails and here are these voicemails and the text messages that were coming through it would be shocked, shocked them.

And I have to say. A lot of the email follow-up was not following best practice. It would just be spewing information about their communities. And so I think there’s also room for improvement in the actual content that you’re putting out there. So elicit response, and to engage with these people and get [00:32:00] them to respond to you.

So great job. If you’re, you know, sending all emails and the phone calls, but is the content and what you’re putting out there. Engaging with people. Is it eliciting the response that you need and there’s a process and there’s a science behind that as well. And that’s equally as important as the speed.

And the number of times is the content that you have out there.

Matt: Yep, absolutely. So, all right. That was a lot that wasn’t podcast full of data. So if you’re driving, I apologize. We have to go back and like with a notepad and listen to that again, but now we’ll. We’ll put the link in the show notes so you can digest the data, and, and really take a hard look at where you’re at with your program.

Do you have an OSC? Do you not have an OSC? Erm, Sierra, please, please. I beg you a bag CRM because you’re, if you have the right CRM in place, you’re going to actually be able to see [00:33:00] this information prior to a shop. Now here’s the key. Leaders out there, right? So you have to be the experts in your company’s CRM, because if you are not the expert, then you’re setting the tone for the level of importance that you are placing on the CRM usage.

And you cannot hold a single person on your team, OSC sales person, or otherwise accountable for not knowing and using the CRM, like the back of their hand. If you can’t do it either, it starts with the leadership. You literally have to be the expert. You have to be able to sit down like blindfolded and teach and train your team in your CRM to have any credibility to say you have to use your system.

If you don’t. That’s it.

Alexis: I mean, they ha that you need to have the tools to help them succeed. Right. So if you don’t have those tools in place, then we’re setting them up for failure. And so you have to start there kind of looking at the basics and make sure [00:34:00] you have, like I said, those foundations in place in those, in those tools that you need.

Yeah,

Matt: absolutely.

Alexis: Quick question about Mr. Rogers a lot. for some reason today, it’s been a while that just

Matt: kind of popped

Alexis: in my head, came up a few times. Did you see the one with Tom Hanks? I have to ask wasn’t there a Mr. Rogers

Matt: did. It was actually really, really

Alexis: good. I, I might watch it after this, just because I took a trip down memory lane.

I actually watched Mr. Rogers a lot growing up, so I just had some

Matt: that’s. Right. Absolutely awesome. Well, very, very good info. Thank you, Alexis, for coming on. you will. So we’ll have to make sure that you are on much more as

Alexis: a writer. Hopefully I get invited back, you know, like I said, I’m, I’m a newbie here.

And, you know, our program is comprehensive. We have so much to offer and, you know, we’re just really excited to be able to partner with our builders and just collaborate with industry even more.

Matt: Absolutely. [00:35:00] Awesome. Thank you very much. Thank you guys for tuning in to another episode of building perspective and, if you guys need anything, feel free to reach out.

Please connect with myself. Please connect with Molly. Please connect with Alexis. You can find us on all the socials if we’re not already connected, but definitely reach out and connect with Alexis. she’s got great information. She’s definitely going to be sharing over on group two, sharing it on her personal page.

So anyway, just, make sure you connect and, we’d love to chat. So thanks everybody. Hope you have a great week. And, See you next week.

 

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