Follow-Up Systems that Work

Justin Ulrich
Well, today we’re going to be getting into the follow-up systems that work. We’re going to talk to, at the front here, a quick tactic to highlight, you know, how to increase your connection rate by 100x. It really works, and it’s backed by data, and it’s not hard to do.

We’ll talk a little bit about some automation strategies that lead to no leads falling through the cracks, some follow-up tactics that we have that we can put in place, as well as some tools that Krista brought up for us to give a shout out to. So, if she does, if she is able to join, she’ll take us through a little bit of that. Otherwise, I could just give some quick bullets around her call-outs, and then some key retargeting tactics for you to kind of stay top of mind.

They help really well with your nurture as you’re following up with folks and keeping people engaged. We’ve got some retargeting for you there. Looks like we’ve got some, oh, some Michigan, Oregon, Tennessee, Missouri.

Geez Louise, all over the board. Andy’s in Denver, Colorado. I’m in Denver, North Carolina. So, for what it’s worth. All right. With that, we’ll go ahead and jump in.

So, we talked a little bit about this in some of the other sessions that we’ve done, specifically on the first session around attract, capture, and convert. We talked about bringing in leads, capturing their information, and then converting them into a buyer or seller. It’s worth calling out again.

So, let’s say there’s your campaigns or your programs that you have running, have been running for a couple months now. You’ve given enough time for buyers to get repeated exposure to your brand. The leads are coming in and nothing’s really happening with your leads.

They’re kind of falling flat. You’re not really getting a return. We hear a lot of times like the leads that are coming in are just bad leads or they’re low quality, just from all sorts of different sources.

But if I told you there was one thing that you could do to increase your likelihood to connect by 100 times and your likelihood to convert them by 21 times, what do you think that would be? Leave in the comments. Just go ahead and take some quick guesses in the comments there.

Something that you could do to engage with your leads as they come in to increase their likelihood to connect with you by 100x and likelihood to convert by 21x. A lot of times while you’re taking some guesses there, these folks don’t necessarily take the time to kind of reflect inwardly to figure out what is it that’s wrong with their process or is there something wrong with the process that’s causing these leads not to convert or not to even connect with you when you try to reach out to them. The simple tactic that you can employ is very easy.

The one thing you can do is to respond to these leads within the first five minutes of it coming in. Again, we’ve touched on this before, but studies show that those who respond within the first five minutes are able to increase their likelihood to connect with the person by 100x and their likelihood for them to convert by 21 times and even more so, 78% of buyers choose the first person to respond to them.

If you think about if someone’s looking for homes or they’re looking for an agent, whatever it might be, and they’re reaching out to a couple of different folks to try to set up showings, the first person to respond to them actually has the greatest likelihood by far to actually win their business.

But if they do so within five minutes, they’re increasing their likelihood to connect by 100x and they’re likely to convert by 21x. I’ve seen this in past roles that I’ve had as well. If you look at further segment out folks that you’ve contacted between the times of five and 10 minutes, your likelihood to connect actually drops off by 50% and even further drops off more drastically if you wait more than 10 minutes to respond to them.

So this should get your gears cranking around like, well, what is it that you can do to actually help with your speed to lead? Because a lot of times you may be doing a showing or you may be with a client and you can’t step away at the moment. It’s kind of rude to be like, oh, give me a second.

And you’re texting on your phone or trying to respond to somebody. There are tools that you can put in place, especially now there are tons of tools and you actually have access to a bunch of them with Moxieworks. You can actually leverage technology to respond right away.

Even if it doesn’t seem like it’s a human response, it can at least let them know that you’ve received their information and that you’ll be responding to them shortly with follow-up information. So I’d like to give a shout out to Alice Snyder. So it looks like Alice actually was able to hit the answer on the head, responding with the first five minutes with meaningful communication.

That’s a good one too. Yeah. If you can respond with more than, hey, I got your info within the first five minutes, even better.

Like you want to get the ball rolling as quickly as possible. And you also think about from a user or a homeowner or buyer’s perspective, it’s like anything. If you were to put yourself in their shoes and you’re looking for information for something online, you fill out a form.

This often happens if you’re shopping for cars or whatever, you’re typing into the bot and you want information and it’s like, ah, they don’t get back to you right away. Or you can maybe tell it’s a bot so you go search somewhere else to try to get your answers. If you get that meaningful engagement within the first five minutes, you’re way more likely to connect with folks and engage with them.

And the five minute window is also important too, because people could very likely get distracted and kind of move on to something else, which is why it’s like when they move on, you don’t have their engaged mind anymore. They’re off doing something else. Okay.

Anything to add to that, Andy?

Andy Redington
I think you got it.

Justin Ulrich
That was not enough time for me to take a sip, dude. All right. Now, think of it this way. A lot of what we do at Evocalize, we power MoxiPromote.

That’s why Andy and I are here today. We have great insight around these things and try to inform you that, hey, where this stuff’s real complicated, you already have the tools. You have access to it with MoxiPromote.

And we just want to kind of steer you in the right direction. But it’s good to think through these things, not only from a digital lead perspective, like if they’re coming through paid means, but also with other leads. You have leads coming from all sorts of sources.

And it’s just generally good to understand a couple of things that we’ll go through. Your leads are coming from online. They’re coming from email.

They’re coming from social, potentially. You’ve got paid campaigns that are out there going. You’ve got mailers that are out there.

The important thing is you want to be sure that you’re attributing lead source to each lead, like within Engage or whatever tools that MoxiWorks has made available for you. So you’re able to say, hey, this lead came in through this source. So that way you know how to follow up with them.

So if you were to follow up to an email lead and say, hey, I saw that you were interested in, let’s say the email, you emailed the campaign and it was around you were giving them a guide or an asset. And you were to follow up and say, hey, I saw you were interested in setting up a showing. Well, that creates a misaligned expectation and messaging around how they engaged with you initially and gave you their information or raised their hand and what you’re following up with.

So if you’re actually tagging the lead source, you know how to follow up with them more appropriately. Then also you know how to nurture them along to kind of get them to the next stage or kind of bring them down the funnel. And then you also know like which tactics work and which tactics don’t.

The other thing too is you can segment out which leads came in through which sources and how quickly you actually follow up with them. And you can kind of start digging into the data and actually get insights around like, oh yeah, this is actually pretty correct. If I follow up with these leads within the first five minutes, it’s actually really impactful.

Whereas maybe if I’m sending out a guides or a restaurant article or something like that, and I’ve scored them somehow that I actually say, hey, maybe I should reach out to them. Maybe the first five minutes isn’t as impactful. So depending on how they come in, what they engage with you or what they engage with as it pertains to your brand, your content that’s out there, it should inform how you follow up and with which message.

And just to reiterate, no matter which source, I would highly recommend you follow up within the first five minutes, period. It’s just good form and it shows that you’re on the ball and that you care and starts to build that trust and rapport that you’re going to be speedy to respond with your folks as you nurture them along. Now, enrolling them in a nurture program, at a minimum, you should have an automated nurture that sends out an email informing them that you’ve received their info and that you’ll be reaching out shortly.

Within Promote, we have a lot of this stuff is automated. So let’s say you’re running a campaign or program through Promote. A lead goes to your landing page.

They fill out the form. You’ll get notifications right away saying, hey, you’ve got a lead. Basically, you want to reach out to them soon after you get those notifications, as well as you can create autoresponders via SMS to text them to let them know that, hey, you’ve received their information.

So this first step is kind of taken care of, but you want to at least inform them that you have heard them and that you’re going to be getting back to them. If you can have a meaningful follow-up like was suggested by Alice, even better. We know that purchasing a home is a long buying cycle.

So you want to consider then, okay, what are the consistent touch points in a nurture program that you can automate to continually send them information to stay top of mind? So again, depending on the channel they come in from, you’re going to nurture them differently. In a perfect world, this is how I would approach it as a marketer.

So if they’re coming in through a form that says they want to see a home, then they’re a little further down the funnel. I’m going to nurture them a little more differently than someone who says they’re interesting and learning more about a city or something like that. So if you’re able to segment based off of how they’ve come in, the context around the lead, the context associated with how they came in, you’re able to better communicate with them in a way that actually works them down the funnel appropriately because you don’t want to hit everybody with the same messaging.

So if you’re talking three, six, nine months, you want to think, okay, what’s the content that I’m going to be able to get in front of folks for this long buying cycle that’s going to keep them interested, maybe keep them engaged, give them value, just so my brand and my name stays top of mind. And I know that Krista had some things to call out a little bit later here. So again, I don’t know if she’s going to join, but I’ll hit on a couple of bullets.

And then when it comes time to pull the trigger for them, then they’re going to think of you, right? Because you’ve done the nurturing and you’ve stayed in front of them. All right.

Based on all the lead, all the information that you’re gathering about someone, you want to score and prioritize your leads. Now, there is a way with a marketing tactic is that you can put out forms, you can capture information. You’ve got really lengthy forms, it’ll better qualify them, but you’re going to have, it’s putting up a barrier, right?

So a lot fewer folks are going to actually fill out the full form, but you can also get information over time. So if you know that someone has given you specific information on a form, some tools that are out there will allow you to do progressive forms and capture. If you have known information, ask more questions, capture more information.

The more data that you can build or the more information you gather around someone, the more data you have to actually better score them and prioritize which leads that you’re actually spending time and money focusing on, which leads are greatest, have the greatest likelihood to purchase and go after those folks.

Moxie Promote does a really, really good job of this. Like specifically when you’re talking like, hey, digital programs that you’re pushing out through Promote, we have, because our technology powers Promote, it also is able to leverage what we call Leeds Intelligence, which it’s a team of AI agents that are like, think of them as like, you know, nerdy PhD level, you know, data analysts, marketers, you know, like, oh, you know, they’re crunching the numbers and they’re determining, hey, based on all this data, the information that we’ve gathered on these people, they have a much higher likelihood to convert.

And we’re feeding that back into Google and back into meta like Facebook and Instagram to actually inform those systems near real time. It’s like within the 24 to 48 hour window that those systems need to learn and become smarter and smarter to get you the right leads. We’re feeding it back to them and telling them, hey, send us more, send us more leads that are like this, so that we’re able to actually start filling your funnel with much better quality leads, as opposed to chasing, you know, the cheapest lead, which is kind of what happens over time.

Yes, we recognize that like keeping your cost per lead low is extremely important, which is why we’ve built within our algorithms, we want to keep those low, but by surfacing the data up to the platforms, we’re actually able to increase the quality and keep the cost relatively low for you. So that’s something that our tools are constantly doing. So we’re scoring, and we’re helping you kind of prioritize, not only prioritize leads, but get more leads that are like those that are high priority.

And then we also work into like, on these notifications, we also work in the ability for you to actually kind of thumbs up, thumbs down the lead to say, hey, this is actually a good lead, or this isn’t really that good of a lead. We find that, you know, if we’re able to incorporate your feedback, then it also helps to enrich the model, and the data that we’re actually pushing back into the systems.

And we’ve seen, you know, through agents and loan officers, we also do this in the mortgage space, that have actually rated these things, we’ve seen a 200% improvement in lead quality, as self reported by those agents and LOs.

So this is them saying, hey, you’re actually giving me quality leads like these leads are good, I want more of these. So we’re seeing a 200% increase in quality there. Source of leads.

So Michael, you cut you just asked what where the where the leads coming from. So leads through promoter actually coming in through, we’re pushing out programs, depending on the program that you choose. We’re pushing them out across Google, across meta.

So Facebook and Instagram, across tons of popular, you know, websites will have display ads out there. So Google has the search, and it has Google display. But we’re like, this close, this close, like maybe a two weeks ish out from incorporating Google performance max, which is like, you know, even as a marketer, I’m like, what’s what’s P max or performance max.

But it’s just a way for Google to actually determine say, hey, okay, instead of focusing so heavily on keywords, like let the AI actually determine which, which ads to send out to which folks, and we’re showing a drastic decline, and increase in quality, and decline in cost. So we’re able to serve up a lot more quality leads with this tool, while keeping those costs really low, because we know it’s important. So that’s a new whiz bang thing that will be coming out shortly that you’ll have access to.

Andy, anything to add to that?

Andy Redington
No, I think you got it. Just a teaser. Actually, if you want to comment, we are also testing around TikTok. We do have a TikTok partnership. So if you are advertising on TikTok, please leave a comment. We would love to chat with you.

And yeah, we can get TikTok rolling potentially soon as well. And then we can have Justin do a little TikTok dance for everybody.

Justin Ulrich
So here, let me back up. I’ll start doing the floss. No, just I do have a floss pick here, just in case I need to floss.

All right. That’s all we’ve got to cover on this piece. All of the best practices around lead, the notification, the follow-up, and stuff like that, like the initial stuff, that’s all kind of baked into the offering that Promote has for you.

So let’s jump in, Andy. If you wouldn’t mind, we’ll touch really quick. Andy’s going to jump in.

He’s going to give a quick demo around retargeting, because that’s one of those things we talk about nurturing a lot. Oftentimes, your head goes to email nurture, SMS. How am I going to push messaging out to folks to nurture to them and try to engage with them? But we actually have retargeting programs that’ll actually take the folks who have visited your website, and it drops them into a bucket automatically.

Or you can actually add your own lists that you want to market to, lists of folks you already have the contact information for, so that you can stay top of mind with them when they are browsing on Facebook, on Instagram, if they’re searching for things on Google or on different websites, they’ll see your ads pop up. So Andy’s going to show us real quick how to easily set those things up. I’ll go ahead and share your screen, Andy, and you can jump in.

Andy Redington
Awesome. Thank you, Justin. And I’m going to, as Justin mentioned, show you retargeting within social leads, which is promote your property blueprint.

However, I did want to call out that all of these blueprints outside of Google search, because that does rely on those keywords, but all the other blueprints that you see here have the ability to add an audience for retargeting. So I did want to call that out. So for promote your property, social leads here, promote your listing, just going to go ahead and click into the blueprint tile.

Here, you’ll see all of your listings displayed. So you can search by address, postal code, city, state, MLS ID. This is just kind of a demo environment.

So I’m going to go ahead and select this listing in Charleston. You’ll see that the ad preview populates with that listing information on the right side here. From there, you can scroll down.

I’m going to call this out real quick. You do have the ability to invite a co-marketing partner. That’s a guest, potentially a loan officer to co-fund the program with you, kind of double your ROI because your cost is cut in half and distribute those leads to both parties.

From there, you have the option to add additional images, turn this into a carousel ad or upload a video. You can edit the body text and headline if you see fit. And down here in the targeting section, this is where you have the option to upload an audience.

So right now we have some audiences in the system just within the demo account. But if you need to add audiences, you can always go down to assets, click on audience, and that’s just a simple CSV file upload. So you can pull something from your CRM, upload it here, and it’ll show up as a list in the system for you.

So in this case, I’m going to go ahead and select total contacts that I have in my database. Easy as that. Now that audience is uploaded into this program.

And when the campaign is active and running, it will target those specific users within your list. One thing I did want to mention with these retargeting lists is the more contacts you have, the better because the channels have what they call a match rate. So sometimes they can’t find everybody on their platform that you have in their list.

We typically see, you know, 50, 60% match rates. And the more, you know, the bigger audience you have, the more success you’re going to have to get in front of those individuals. So if you are going to use a retargeting list, you know, recommend, you know, at least a couple hundred, but the bigger, the better.

So I just want to mention that. So you upload your audience list there. It’s going to pull in the website from the listing.

However, you can type in your own website here as well. Then you can select your objective. So if you want to have that lead form and drive those leads straight into the system, or if you want to optimize towards traffic to your website, you can select that.

Then you simply proceed to the last step, set your duration of the program. So if you want to run it for three months or three weeks, you just schedule it here, add the budget for your ad spend for the program, add your billing information, and simply click purchase now, and you are all set. So again, just really quick, click into the blueprint, go down to the targeting section.

This is where the audience will live. If you don’t have an audience in the system, I already mentioned you can go here to upload, but you will also see a little hyperlink here. If you don’t have an audience that says don’t have an audience, click here to add one, and it will just direct you back to the audience section to upload that.

So really easy to upload your list here. Simply go select that and you go check out. So yeah, easy peasy.

We typically do see strong results from those retargeting programs because if it’s someone that you’ve interacted with before, they know your face, they know your brand, the kind of propensity of them converting is much higher than just a general prospect that doesn’t know anything about you. So you can segment those lists based on previous clientele you’ve worked with. Maybe people have visited your website, and you have a pixel on the website that’s collecting their information, so they already have visited your site.

Create a list for those users to get in front of them. So there’s different ways you can kind of curate these lists, and you can add all of them into the system, and then depending on who you want to get in front of, you can go and select the appropriate list there. So yeah, that’s it.

The last thing, just to reiterate, that is available across all the blueprints. So you have multiple listings if you want to promote multiple properties in a carousel. You have local presence, which is going to be more of a branding play here.

It’ll be like that digital billboard that you see across all the websites, across Google Display, as well as Meta, Facebook, Instagram, Event Boost. If you want to promote a local community event, if you’re sponsoring a little league team, if you want to promote an open house, you can select that one. This is, again, another listing promotion blueprint, but that will also go across the display inventory.

So all those millions of websites out there to get your little banner ad on those, and then this is a recruiting ad. And again, you can leverage an audience there. If you have a list of agents potentially that you want to go after, you can upload it there as well.

So these all support the ability to upload that retargeting list and go after them that way.

Justin Ulrich
Andy, I’m curious to just ask, can you explain why I would not want to use my own audience?

Andy Redington
You would not want to use your own audience if the list is really, really small, because the channels do have minimums. So within Meta, you need at least 100 to match for it to even serve to that audience. So if you have a list that’s too small, it simply just won’t deliver any impressions to those users on the list.

Also, if the list was not potentially curated the right way, you don’t want to go retarget someone that’s actively working with you as a client of yours, right? That’s kind of wasted ad spend because they’re already your client. So just be thoughtful about the list and who you want to get in front of.

And then also think about the messaging, because different kind of cohorts and segments within your different lists, you may want to message differently. So you want your message to align with that group that you’re trying to get in front of. So not a lot of strong reasons not to use a list unless you’re just getting in front of the wrong people with the wrong messaging.

So just something to be thoughtful of.

Justin Ulrich
Awesome. Perfect. Thanks for taking us through that. You know what I say, Andy, be there or be talked about. And it looks like Krista’s not here.

Andy Redington
Well, it looks like you did add some of the articles, supporting articles, on her behalf in the chat. So that’s good.

Justin Ulrich
She said she is gravely sorry that she had to cancel her celebrity appearance, frowning face emoji. But yeah, she couldn’t make it. But I do appreciate her sending over, she emailed over some resources.

So I posted them in the comments. What she was going to speak to was around, you know, follow up resources being active pipe campaigns. So being able to create those campaigns as a resource there and how to do it as well as Moxie engage campaigns.

She talked about listing and alert subscriptions or listing announcements, like those things. She’s got linked there in the comments, as well as some market insights and neighborhood news, like how you engage folks with that drip of content there. So feel free, take a look, click those links.

Actually, I looked at them, they may not be clickable. You may have to copy and paste. I’m not a technology wizard.

But just check out those links there for more information around those resources that Christy had. If she gave them, they’re worth checking out. Okay.

Sorry, I couldn’t give more color around that, folks.

Andy Redington
One other thing, just to call out there, Justin, within the Promote dashboard, and you can see in the slide here on the bottom left, there’s that little support icon that will direct you to Moxie support. So that one is actually just support.moxieworks.com. And if you have any questions around, you know, any of these products, feel free to leverage that as well.

And you can get in touch with the Moxie team, and they can help you out.

Justin Ulrich
Perfect. And you saw how easy it was for Andy to log in. So just check out Moxie Promote, you already have access to it, click around, see how easy it is.

You can see how easy it is without purchasing a program. So just check it out. And if you feel so inclined, purchase a program and let it run for a couple months and just watch those leads start coming in.

The longer they run, the better quality leads you’re going to get. So you want to give the machine learning time to bring you those quality leads. But you’ll definitely be thankful for keeping that up and running.

Do you have anything to add Andy before we leave? I got a haircut. No one called out my haircut.

Andy Redington
Oh, okay. All right. Your hair always looks the same, Justin. You must go every other day. So Alice did have a quick question here. I only see the active pipe link.

Are there more? Oh, in LinkedIn, there’s like the little ellipses and it says more under Justin’s comment that should expand his comment and provide all of those resources for you.

Justin Ulrich
That’s a good call out though, who said that Alice, I’ll go ahead and I’ll recopy these and repaste them in there as separate comments so that people are able to easily pick them out. Good call out. Thanks.

Andy Redington
Yeah. And I did see that Alice commented on TikTok here that she’s used it, but hasn’t gotten a response from it. So Alice, I’ll take this offline.

I’d love to chat with you for a minute, just around that. So yeah, with that, again, I’m just going to reiterate promote.moxieworks.com. Go check it out.

Justin Ulrich
Try those leads, move the needle. Move that needle. All right. Thank you everyone for joining. Thanks again, Andy.

This is actually our last session. So we’ll try to get something else in the works. I know that we’re talking about doing some more brand specific, different demos and stuff like that with Krista.

So hopefully for us, this isn’t the last you’ll see of us. I don’t know whether or not you think that’s a benefit, but we should be around for a few more sessions at least. But thanks again for your time, everybody.