Oct 02, 2017 by - Nick Baldwin

Utilizing Automation to Capture Facebook Leads: How my team has a 51 Percent Response Rate

I wanted to share what my team and I are doing for lead follow-up and nurture with Facebook leads. We use YLopo, but this will work with any FB lead gen.

I hear a lot about agents getting frustrated because leads are not responding to you. But let’s be real here… how many of you are following up more than once?

Did you know that according to Follow-Up Boss (the CRM we use for YLopo), nurtured leads make 47 percent larger purchases than non-nurtured leads? Or that 50 percent of sales go to the first salesperson to contact the prospect? Or that leads need an average of FIVE touches in order to reply to you? Stats don’t lie. We are in an industry of STATS!!!

So, with that being said, here is what we are doing.

When the lead comes in, our AUTOMATED system kicks in:

⭐ Day 1: A voicemail is dropped (bypassing the ring) to the leads phone after two minutes. The delay gives a less-automated feel.

⭐ A text goes out five minutes later.

⭐ Another text goes out 15 minutes later as a “nudge.”

⭐ An email goes out one hour later.

Day 2 & 3: rinse and repeat, but cut it down to a single text and an email only. One in the morning and one in the afternoon.

Day 4: Take a break.

Day 5: Start again with a voicemail drop in the morning and another text in the evening. The idea behind the break on Day 4 is to interrupt the pattern and to “jar” their mind back to responding to you.

That all adds up to TEN TOUCHES in FOUR DAYS!!!

All in between these touches, have an ISA or buyer agent on your team making periodic calls as well. Believe it or not, people tend to reply to a change in pattern. A new voice interrupting the process. Also email them items of value periodically. Maybe you have a buyer guide, some blogs about the home-buying process. Keeping Current Matters is a great product for branded, curated content.

If after five days there is no contact, monitor their search habits and keep the alerts on. Also send push notifications to their phone as well, which are listings that are “hand-picked” by you. When they interact with those listings, interact with THEM!

My team now has a 51 percent response rate from this process and an 11 percent lead-to-appointment ratio. It’s tedious but it pays off. Unless the lead tells you to go take a hike, they appreciate the follow up. Facebook leads are typically nurtures. Nurtures are good for your business because they fill your pipeline.


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