Adjust Your Marketing to Reboot Sales This Spring
As more states remove their stay-at-home orders, we expect a quick recovery of the real estate market resulting in more leads for the moving industry. If you proactively adjust your marketing strategies, you can fully capitalize on the opportunities this spring. Here are our recommendations.
PLAN TO CAPTURE THE SURGE IN LEADS AVAILABLE
A normal spring market starts with a gradual build-up in the number of leads available. With COVID-19, the number of leads did not increase but stayed suppressed at January levels.
We are expecting that the delayed listings in March and April to shift to a surge of new listings in May and June. This may mean a quick spike of new leads over a short period of time or a gradual increase over the upcoming weeks. Overall, there should be more leads available in the month of May than typically seen in past Mays.
If you were under budget for your marketing in April, consider applying this budget to May and increase your weekly number of leads. For example, if you have a record limit of 100 leads per week and only received 50 leads per week over the last month, consider upping your record limit to 150 per week so you do not miss out on the opportunities.
PINPOINT YOUR CRITERIA TO RECEIVE THE BEST LEADS
If you have a record limit, make sure that your criteria are set to pinpoint your ideal potential customer. For example, if we have 500 leads available in your area, and you only want to receive 100, which of the leads would you want? Who is most likely to hire you?
Learn how to set your criteria to target the best leads by geolocation (mile radius, zip code, counties), and how to set the minimum and maximum asking price of the home to target your ideal customer here.
By taking time to evaluate your ideal customer and customizing your criteria to target the best leads, you’ll increase your ROI.
TIME YOUR MARKETING MESSAGE TO WIN BUSINESS
Since a moving service is usually a one-time purchase, the window of opportunity to market to homeowners is small relative to other industries. After listing their homes for sale, homeowners could move out in as little as 30 to 60 days, even in today’s market.
It is very important now to reach homeowners as soon as a lead is available and/or follow- up when that lead is newly pending. You can miss opportunities if you reach a homeowner after they have already hired another mover. Learn about the importance of timing here.
USE PROACTIVE MARKETING TO REACH LEADS
Make it your goal to actively market to potential customers. If you are the first mover to reach homeowners with quality information, you will stand out. Why wait for the homeowner to find you using a search tool when you can actively give them the information they need to decide to hire you. In our survey of US homeowners, 94 percent said that they would research a mover that sends them a postcard. If you don’t send a postcard, you risk not being considered at all.
Capitalize on the new listings to boost your sales pipeline. We’d be happy to set up your service to pinpoint only the best leads. Contact us today! Email us at sales@fmadata.com or call (303) 443-0767.