Follow-Up Systems that Work

Justin Ulrich
So today, in previous sessions, we’ve talked about how the big portals are attracting, capturing, converting leads. And we talked through how Digital Campaign Builder gives you the same technology, literally, we power DCB, we also, Evocalize, also powers a lot of these big lead portals. So we’re giving you the exact technology that’s being used for these huge portals to drive leads and to fill their funnel and keep their lead engine humming.

So you’ve got the tech, we talked through Facebook, Facebook ads, we did a little bit of organic, talked through Google, organic, and on the paid side, as well as some local marketing, best practices and tips and tricks there. So if you missed any of that content, go check it out. It’ll all be linked in the email that I send out today.

I’ll also post all the links in the comments for this session. That’s a lot. All right, so let’s go ahead and we’ll jump in now to follow up systems that work.

So, you’re spending lots of time, lots of energy, lots of money on driving leads, with going over the stuff that we talked about before. But we wanna make sure that those leads are actually fruitful for your business and you’re actually converting. Oftentimes we hear, whether it’s in real estate or in mortgage or just there’s a whole slew of different verticals that we’ve serviced, that sometimes you’ll hear people, some people are very successful, others say, oh, the leads, the quality is bad.

And it’s not just from us, it’s from wherever they’re getting leads. Like, I just can’t get good leads. And at the end, and that’s my mocking voice, not to mock anyone specifically, but that’s my Andy voice.

I can’t get good leads, but in reality, it’s like a good chunk of the leads that you’re getting actually are good and they’re qualified leads. It’s just the followup may be off and the way that you’re handling may be off, maybe that you’re handling those leads. So, let’s say your campaigns have been running for a couple of months, the longer campaigns are on, we know now that the quality of the leads goes up and the more and more leads you’re gonna get.

So, the cost will go down, your lead quality will go up as the systems continue to learn, especially with our leads intelligence technology, it’s kind of running over top of everything with all those AI agents. You’ve given plenty of time for buyers and sellers to come to your website and you’ve nurtured them along with a lot of your content to get them to actually give you the lead, you got the lead, now what? Oftentimes, these leads are dying on the vine because people aren’t doing this one thing, but if you do this one thing and hit, we’ve talked about it before, so if you’ve attended other sessions, you’ll know what it is, but you could do one thing that will increase your likelihood to connect with those leads by a hundred times, you’ll a hundred times more likely and 21 times more likely to convert that lead to an actual buyer or seller. What do you think that thing is? I’ll give everyone just a minute to put it in the comments.

What is one thing that you could do literally today? You could change this one thing and you’ll be 100 times more likely to connect, 21 times more likely to convert. In the comments there, it looks like we have a lot of comments coming in, just joking, no one has guessed, so I’ll give you the answer.

The answer is to follow up within the first five minutes. Studies show that those who follow up within the, and there’s multiple studies, those who follow up within the first five minutes are 100 times more likely to connect with the lead and 21 times more likely to convert that lead. In fact, 78% of buyers choose the first person to respond to them.

So if you respond right away, and let’s give an example. A lot of times folks are buying leads from one of the portals, right? You think those leads are being sold just to you.

They’re going to multiple folks, right? So when that lead comes in, the first one to respond has a 78% likelihood of actually connecting and closing or working with that lead. So five minutes.

So to me, that says like, if leads aren’t good or if people were saying, oh, the quality is bad, like I would really challenge people to look at their follow-up process to see like, is it a lead quality issue or are you just not following up in time? We had, I’ve actually tested this on the B2B side, marketing to other businesses. And I see in the past, it’s like the data has shown me at multiple companies, if the sales team did not follow up within 10 minutes, so between five to 10 minutes, your chances of connecting dropped by 50%, 50%.

So 100%, or I’m sorry, 100 times more likely to connect down to 50 times more likely to connect. And then they dropped drastically after that first 10 minutes. And that’s on leads that are just, they’re reaching out specifically to our company for a solution that we offer.

So now imagine if you have a lead that’s going to multiple people, it’s like you’re far less likely to be able to connect with somebody if you have multiple different competitors going after the same lead and they’re responding in a very timely manner. Now, what this looks like, it could be, it could be that when you see a lead, you have to have some sort of notification. So like if you’re using DCB, Digital Campaign Builder, if you’re unaware at this point, if you’re using that tool and you’re running campaign programs, and let’s say, because this is all about nurture, so Andy’s gonna run through a little bit, he’s gonna show a demo about like a retargeting program.

So you have a list of folks that you have their contact information already, and you wanna retarget them and continue to serve up ads to them to nurture them, just like you would with email or some other solutions that other Justin, better Justin’s gonna go through in a second, okay? So let’s say these leads come in, you’re gonna, you wanna make sure that you have automated follow-ups that tell you that a lead is there, so you’re aware, right? So visibility is super key to be able to get in front of them in time, as well as have other tools in place, the notification can help with a manual outreach, but other automation tools you can put in place that can actually handle the communication for you.

So whether that’s the lead comes in and you see the notification that we’re sending, like on the right-hand side is what an email example would look like if you’re running a campaign through DCB, you see this notification, oh, get their number, you call them up, or you get their number, you text them real quick. Hey, just letting you know I got your information, I’m gonna pull together a couple of things for what you’re looking for and I’m gonna reach back out in five to 10 minutes, right? It could be an outreach like that, manually, you can automate a text with certain tools, you can automate an email saying, hey, just letting you know I received your information, I’ll reach out shortly, right?

It doesn’t have to be anything major or you can do manual email, whatever it might be, right? There’s all sorts of ways that you can do it manually or automated. If you automate, you give yourself a much better shot of getting to every lead and not letting leads fall through the cracks.

You’re paying for these leads in one way or another, either you’re buying them from a portal or from some other source, or you’re putting in time and energy and effort into creating organic content, blog posts, videos, all sorts of different content that’s gonna be, articles that’ll be found on Google if somebody searches, or you’re creating social posts to drive engagement, to try to get attention, or you’re running ads, programs through DCB to try to get people’s lead information across Google and Facebook and Instagram, time, energy, effort, money, all to have something go to waste. And that’s where most of the fallout happens.

And it’s a very leaky bucket that can easily be clogged with tools that are made available to you through Side. So what we’re gonna do, I just wanted to real quick, oh, let me get to one more thing before I move on. Is that all right, Andy?

Easy, easy. I’m gonna get to scoring your leads. Scoring your leads is very important as well.

So the system like DCB will actually score your leads as they come in, and it feeds that lead scoring information back into Google, back into Facebook in real time, so that it actually gets the feedback it needs within 24 to 48 hours to know that the leads that they’re giving you are actually have a higher propensity to convert. Because we have our AI agents that are feeding the system that information, it accelerates the rate at which the system will learn and over time send you better and better quality leads while lowering the cost of your leads, okay? There’s the automated lead scoring.

There’s also, you have the ability to score your leads. Whether your leads are coming in through a paid program, organic, a local event, whatever it may be, you should, as a best practice, score them. Because this will allow you to segment your leads and spend your time where it’s, because your time’s precious.

You wanna spend your time and energy where you know it has its greatest likelihood of being fruitful in driving return on your investment in time, money, energy, et cetera. So lead scoring is extremely important. We also make it super easy.

If you want, like with leads that are coming in, thumbs up, thumbs down. We’ve actually seen since we’ve launched this feature in our AI leads intelligence agents, we’ve seen a 200% increase in lead quality as reported by agents and other users. So folks are telling us, yeah, these leads are good.

And so we’re able to send them more leads that are like that. Okay, so Side currently has a bunch of different tools. Some of them directly compete with Justin here.

Some do not. However, the one that we wanna ensure that you guys learn about today is RealScout. So Justin’s got some info.

He’s gonna talk through, you know, with regards to nurturing, best practices, things to know about, and then show us a little bit behind the curtain or a little bit of a demo run through of the product so that we have at least some familiarity with it and y’all can jump in after we’re done and kind of get your hands dirty on your own. But with that, I’ll go ahead and I’ll kick it over to Justin.

Justin Doornbos
Perfect, thanks Justin. If you want, just to keep your screen on as well too for those first two slides. And hey everybody, Justin from RealScout.

Thanks for checking us out too. I’m gonna start with the end in mind. I’ll begin with the end in mind here, but you see two stats on here.

And the average agent has about 15% of their database engaged with them, right? So pause there. That means 85% of their database is untapped potential.

And here at RealScout, we believe that the biggest revenue generator are the relationships that you already have and own. And you worked hard to get these relationships and build them and have them trust you, keep that sacred, right? And so our goal is to help you engage in those conversations with your database, right?

I always like to say, more conversations lead to more conversions. So that was the right side, that number at 85% is that untapped potential. Well, we actually did a survey with our agents as well too.

And what we found was that the average RealScout users actually engaged with 70% of their database. Let’s pause on that, cause that’s huge. Really think what 70% of your database looks like to be engaged in conversation, whether that’s the buyer side or the seller side, right?

And I’m gonna show you really kind of what that looks like as well too, and how we help you get there. And if you wanna go to the next slide too, these are those lead nurture best practices. And I love how you put that up there too, Justin, was the first five minutes.

I used to have a poster in our sales room that basically had a line graph of time when a lead came in to when somebody reaches out and it dramatically dropped after five minutes, right? Speed to lead, we all know we’ve heard it, but seriously people like how much do you actually practice it, right? When you get that lead, that is so sacred and reaching out and building that relationship as well too.

So when they’re engaged with a brand new lead or somebody who’s actually just reaching out to you via RealScout, just wanting to know more, say about a listing or the value of their home as well too. And in scoring and prioritizing leads, I’ll show you what this looks like as well too, but we all need to know who are our hot leads, who are engaged with our content, who are engaged with what we’re actually sending them on a monthly, quarterly basis, stuff like that to stay in front of them, right? And then something that you can always reach out and ask RealScout more about too is the way we automate this too.

We do something called auto nurture and I’ll tease you with that. So please reach out, we’re happy to tell you more about that as well too, but tracking the engagement metrics is key here. And that’s what we’re gonna show you live.

And I’ll go ahead and kind of show you on my screen what that looks like as well too. And so if you’re seeing my screen right here too, this is your dashboard inside RealScout. And so I just had this, one of my coworkers was saying how important this was to a number of agents, but one specifically that walked up to them randomly at a conference being like, I use your dashboard as a social media scrolling.

So what I mean by that is like, we’ve scrolled on Instagram, people scroll on Facebook with their phone. We all are guilty of doing that. If you can make the practice of doing that with your database and what they’re engaged with, right?

Now you know who’s actually really involved or engaged I should say, and who to reach out to. So what you’re seeing right here is my RealScout dashboard. And I get to actually see too when somebody views a listing, right?

How many times they’re actually viewing that listing. And even if too, I think I did this as well too today, if I’m sending out a home value alert to one of my clients, I love this. I’m actually just gonna show you here real quick what we do on this part of it.

But when we send out a home value alert, we hear all the time, well, people just go to Zillow, right? Well, when we send out a home value alert, we actually send out two values. And there’s a reason for that here, right?

It’s to cause a little bit of confusion. You can see right here, I’m showing a $920,000 value and an $850,000 value. And if I’m that homeowner, I’m curious.

Like, what do you really think? Like, is it 950? Is it 850?

And then it causes a good call to action to reach out to their agent, right? This is what that client sees. They get to see your branding, your agent, everything too.

But the point here is to cause that conversation that leads to a conversion, or in this case, a listing, right? And again, going back to seeing how many people are engaged with stuff. I see, oh, Justin opened this listing two times.

Okay, they’re probably pretty interested in that. It gives me a reason to even reach out and just see, you know, hey, how’s the home search going, right? I know there’s a couple of new homes that popped up in Holland, Michigan.

It looks like a great place by the, oh yeah, I actually was taking a look at that. Cool, maybe we can schedule a time to go see it, right? So that’s really kind of just the gist of it here too.

But I’m happy to answer any questions as we go along. But the main point I really wanna drive home in this is engaging with your database, right? Is the people that matter most to you and knowing exactly what they’re doing and when they’re doing it and when to strike, right?

And when to open up that conversation. So I’ll pause there. That make sense?

Justin Ulrich
Makes sense to me. If you do have questions though, again, feel free to ask them in the comments because we have Justin here now. So he can get to any questions that you might have.

Let me know if you’re ready to move on, Justin, then we’ll keep going and get past the ball over to Andy. Okay, awesome. So real quick, we have within DCB, a lot of times we think about Digital Campaign Builder is going to help drive leads, which it does.

But I mentioned a little bit earlier how you can actually take lists of folks that you have within your database and create audiences out of them within one of these retargeting ads. And what that does is it will continue to serve ads to those specific folks. So you’re really, you’re very targeted.

You’re not spending on a bunch of other folks that you don’t have in your system yet. And the whole point of this is to try to continue to nurture them along with all of your other content that you’re nurturing them with around email or text outreach or whatever you might have set up so that you have an omni-channel or an all-channel approach to your communications. Because we know that if they’re buying a home, people typically, it’s not like a Zappos experience where they’re gonna log in, they’re gonna sign in and get some sneakers, right?

It’s six, nine, 12-month buying cycle where they’re educating themselves, they’re learning about different areas, different homes, stuff like that until the right opportunity comes for them to jump on. So you wanna make sure that you’re nurturing across all the channels that your partners or that your buyers and sellers are active on, Google, Facebook, Instagram, social channels, whole slew of popular websites. You wanna make sure that you’re showing up there because when they’re spending their five hours a day on average in those places, you’re the one that shows up when the time is right for them.

So I’ll go ahead and pass it over to Andy. Andy, I’ll share your screen real quick.

Andy Redington
Great. Thanks, Justin. And yeah, before I hop into the retargeting ad blueprint here, just a couple other kind of value props for retargeting.

Justin covered a lot of it, but really it does help you stay top of mind during a long decision cycle. So as we all know, buying or selling a home isn’t an impulse decision. It often takes weeks or months or years for some people.

So retargeting ensures that when someone visits your site or if you upload that custom list, they keep seeing your ads across other sites, other social platforms, reminding them of you when they’re ready to act. It also builds familiarity and trust, repeated exposure to your brand, your listings, your face. It builds recognition and credibility over time and it increases conversion rates and lowers costs.

So prospects or leads who’ve already interacted with your site are more qualified and often they do deliver lower costs per lead and you get a higher ROI than just broad prospecting campaigns. But you still need prospecting to fill the funnel, build the database. So all of these tactics go hand in hand.

All right, so let’s go ahead and jump into DCB here. So I’ve gone through a lot of these different blueprints on previous webinars. So when Justin sends those links out in the kind of follow-up comms, feel free to take a look at that.

Also, I’ll tease Justin, I believe at the end of this, we will have a QR code you can scan. That’ll actually schedule a one-on-one kind of consultation with our concierge team. They can walk you through the platform, answer any questions, kind of help you set up your first ad here.

But to jump into the retargeting ad, you have your blueprints as you see on the dashboard here. We’ve got the retargeting ad. We do have a little popular badge here because it is one of the most popular blueprints that we see.

And a lot of that is because the results are, it’s very effective. Again, it’s just high volume of leads at a low cost and high quality. So simply just have to click into the blueprint here and this will get you started building your retargeting program.

So we have an option here for your custom audience, or you can do custom and pixel audience. So the pixel audience is gonna be from your website. So when visitors visit your website, they get added to a pool, and that’s your pixel-based audience.

So you can actually retarget any visitors that go to your website. So you can upload a custom list and leverage that list that’s already building over time from your website, or you can simply just go after a very specific segmented custom audience list. So we’ll do custom audience here.

Then you go and select your audience. So you can go ahead and go into assets. If you don’t have any audiences already uploaded, you simply just go into your assets folder.

You’ll see audiences here, and you just say, add an audience. And it’s really a simple CSV, just like an Excel spreadsheet that you upload. Gives you a template, instructions on how to do it.

Very easy. But once you upload that audience, it’ll be in the system and will be ready for you to leverage across all your different programs. So going back into retargeting out here, let’s say for the demo purpose, I wanna retarget all of the follow-up boss leads that I’ve gotten this year.

Simply just select your audience group and you’re done. Then you can go ahead and customize the ad if you want. It already has copy pre-populated here.

You can use our AI copywriter. If you want some ideas, simply click on that and it’ll generate kind of chat GPT type style of suggestions for you. So feel free to play around with that, but the copy is already there.

So nothing you need to do, but if you wanna customize it, feel free. It pulls in your website already. But again, if you want, you can type in whatever website destination that you want here.

And then it’s just simply asking for a couple of creative elements. For the ad itself, we’re getting into kind of holiday season. So just for this demo, I’ll do a happy holidays and then a logo for your team, for your brand, for the partners out there.

So go ahead and select that. You’ll see what the ad will look like on Meta and Instagram here. You can also see what it would look like across Google’s display, which is millions and millions of websites that you can serve your ad on, those little digital kind of billboards, banner ads that you see when you’re surfing the web.

And Justin’s mentioned it on previous webinars, but Zappos is always a really good kind of use case for retargeting. Cause if you ever go to Zappos and you find a pair of shoes and you click on it, and then you leave, you never purchased the shoes. You’re just browsing around, looking to where to take a trip or something.

You will see those shoes following you around the web. That is retargeting, right? They’re trying to get you to go back from that abandoned shopping cart and go purchase those shoes.

So I know that’s shoes, but same thing in real estate, right? Get your brand out there, get your face in front of those prospects who have already interacted with you or you already have a list segmented around them. So yeah, simply just add the image for the ad, your logo there, type in the business name.

For this one, I’ll just say Side. Cause again, in the display ads, you’ll actually see the business name populate on the ad with the logo. This is just simply an agreement saying, okay, I’m gonna purchase this.

It’s gonna be on a subscription. So just go and say, yep, all sounds good. And the program is built.

You have your retargeting audience uploaded and your pixel audience if you chose that. Simply proceed to the last step. This is where you just set your monthly budget.

So let’s run it at $400 a month. Let’s start it today. Add the credit card and click purchase.

And you’re off to the races that will publish across Facebook and Instagram and the Google Display Network and all those websites that are out there. Again, to retarget those users, get in front of them, increase those leads, increase the lead quality, increase your ROI and stay kind of omnipresent across all these different channels.

Justin Ulrich
I think what I really like about retargeting is as you mentioned earlier, Andy, how you can use a list or you can go pixel based. And what’s great about pixel based is you’re able to continue to nurture folks along that haven’t necessarily given you their information. So that’s how these companies like Zappos do it.

It’s like they know based on the pixel, it’s a little tracker or cookie that kind of associates you with having visited their site and you’re in the bucket and you’re gonna see the ads whether or not they have your actual contact information. So it’s a great tool to nurture folks to actually give them your info as well. I should say give you their info.

I think I put that. Awesome. Do you have anything else to run through Andy?

Andy Redington
Yeah, I think that does it. Again, just a shout out for that QR code. I think you also get entered into a raffle.

That’s always exciting. So please feel free to scan that. You can just get scheduled with someone on our team to walk you through Digital Campaign Builder and get you set up as well as all the previous webinars that Justin referenced, go check those out.

A lot of really good information in there and we dive into some other areas of DCB there too.

Justin Ulrich
Yeah, a hundred percent. Yeah, scan that code, get signed up for some time with our team. And like Andy said, it’ll get you, if you meet with our team and they walk through the program, like it’ll get you entered to win 500 bucks toward your first or your next marketing program that you run through DCB.

Anything else to add to wrap this thing up, Andy or Justin?

Andy Redington
I think we’re good. Yeah, if you have a question that you weren’t able to get to, feel free to hop in and add it. I’ll keep an eye on LinkedIn.

As Justin mentioned, this will be sent out. And thank you to Justin D for joining us today and talking through RealScout. Anything else, Justin D that you wanna touch on there?

Justin Doornbos
No, other than thank you for providing a great time at the two Justins and an Andy show.

Justin Ulrich
Awesome, for now this is the last session. We’re gonna try to come up with future sessions to do with Side. Again, these are tools you already have access to.

Like there’s no additional cost to access the tool. You do have to spend, with regards to DCB, you do have to spend marketing dollars, but with Side, you have access today. So go ahead and check it out and poke around and get familiar and see how easy it is.

Literally my eight-year-old daughter has gone in and launched a program. So it’s super, super easy. I wouldn’t say it’s so easy a caveman could do it, but that’s already been taken.

So, all right. With that, we’ll go ahead and wrap things up. Thank you so much, everybody, for joining and for joining us throughout this journey with all these sessions.

It’s been a ton of fun meeting with the Side team and wish you best of luck in leveraging these new tools to help drive business for yourself. We know it’s important to you.