What is Lead Database Management for Builders and why should you care?

In this fifth and last episode “How Builders Can Keep Their Sales Pipeline Full in a Tough Market”, from our Guerilla Marketing series, we’re diving headfirst into the world of databases.

Your database of unsold leads and past clients are a goldmine of future business. Tune in to unlock the secrets to harnessing the power of your database to ensure a steady flow of qualified leads.

So, watch/listen/read to this episode as we reveal the strategies, tips, and tricks that will turn your database into future clients. Don’t let the tough market discourage you – with a little wit and a whole lot of professionalism, we’re about to revolutionize your lead generation game!

Builder Lead Converter ATTRACTS, CAPTURES & CONVERTS high-quality leads for builders so they can pick & choose their clients & jobs. Find out how at https://www.builderleadconverter.com

 

Transcript:

  Welcome to conversations that convert this week. We’ll be talking about how to work your database and getting more referral and repeat. Business as well as recapturing some of those cold and aging leads. Let’s get started. 

 

Welcome to Conversations That Convert. Every week we’ll spend about 10 to 15 minutes tackling relevant lead generation, marketing, and sales topics for remodelers, home improvement companies, and home builders. Conversations That Convert is brought to you by Builder Lead Converter, your perfect sales assistant.

 

And now here’s Rick and Diana.  Hey, Happy New Year, everyone. Welcome to our first episode of Conversations That Convert for 2024. Diana, Happy New Year to you. Happy New Year to you and to all our audience.  Good to see you again. What are we talking about today, Diana? Today we learn how builders can keep their sales pipeline full. 

 

And of course, in a tough market, right? It seems like we still are in the tough market. We’re still in a tough market. Exactly. It was a slow Q4 for 2023 for a lot of builders. It’s probably gonna start off to be a bit of a slow Q1. We’ll see what happens in Q2 and three. Of course, it’s an election year and we never know what’s gonna happen in an election year.

 

I heard Diana that. There is more elections happening around the world in 2024 than ever before in history. So a lot of countries are going to have some changes here on their political structure and which direction they’re going. And obviously the United States and Canada will be no different. 

 

And us too. So like I say, we will have all types of elections this year, so everything that you can elect, you will elect this year, and they already started by increasing taxes and, and not good stuff.  I saw that. In fact, I was told that you’re in Romania. I was told that Romania just added two holidays, and I was talking to one of the people on our team.

 

I go, Oh, why? Well, why is that? They go, Oh, it’s an election year. The politicians are trying to buy some votes by giving more national holidays to people. I said, oh, isn’t that interesting? So yeah, everything changes in election year. And of course We want to give out freebie stuff, but you know, the interesting thing about this is it relates to home building and remodeling obviously it’s a it’s a major purchase decision And it affects people both ways.

 

Number one is oh, it’s a fresh start. So I feel confident So i’m going to move ahead with my project It can also affect people like well, I want to wait and see I don’t want to do anything now because I don’t know what’s going to happen with the political direction of the company meaning that Well, maybe I don’t like the way the country’s going, so I’m going to wait and see if there’s change, or I do like the way the country’s going, and I’m afraid of that there might be change in the future, so you can get that paralysis by analysis and you can also get people that say like, hey, you know, my political party’s going to win, and life’s going to be better, and so I want to go ahead and start my project.

 

Either way, though, the good news is, is that people will be happy. Building homes and remodeling homes in 2024, just like they always have. It never goes to zero. And this is a series we’ve been working on for a while. Towards the end of 23,  it’s called guerrilla marketing for builders. And of course, it’s dealing with the number one marketing challenge, according to the association of professional builders state of the residential construction industry survey.

 

And this is where they ask a thousand plus builders between Australia, New Zealand, Canada, and the U S. What is your number one marketing challenge and the number one marketing challenge in both 2023? And i’ve already seen the results for the updated survey in 2024. Diana. Can you guess? What’s the number one marketing challenge in 2024?

 

Maybe to generate high quality leads. Absolutely. It has not changed. It has not changed. In fact, the biggest difference is, is more builders are feeling the pinch because about 12 to 15 percent more respondents said, Hey, I’m going to start advertising this year. Because they feel like they have a lack of overall leads.

 

It’s total. So this, this last part of this series is all about working your database. You know, by default, builders always come to me and they say, well, I should be advertising.  And I said, well, what about your database? It’s like, Oh, what do you mean my database? It’s like, well, you already have people that know you trust you and are ready to do business with you.

 

You just got to go back and you got to shake the bushes a little bit. So this is all about shaking those, those bushes and working your database. So I, I found that the number one reason of why people don’t do anything with working their database is they just don’t know how to do it, Diana. You know, so it’s like, if we don’t know how to do something, we tend to avoid it because it’s uncomfortable.

 

That’s true. Yeah. My goal today is just like to provide you a how to so you don’t feel so uncomfortable and you can try this. And this is so simple. Anybody can do it. There’s nothing complex about this. It’s just a matter of actually putting it on your calendar and doing it. And I can guarantee you, if you follow this, you will make some sales that you would not have made if you didn’t do it.

 

So what do you say? Should we get started? Yes. I’m so curious. I’m ready to take notes. All right. I love it when you pull out your piece of paper. Okay. So let’s start with how to reach out to your database and we’ll. When we get to the end of this show here today, we’ll talk a little bit more about, like, who you should reach out to in your database.

 

But I want to start with the how to, because I think that’s the biggest stumbling.  nUmber one if you’re going to set a goal, you want to make sure it is smart. Well, a smart goal is specific and it’s measurable. So, it’s also actionable. So, what we want to look at is, like, I’m, Having you reach out to five contacts each week in your database.

 

So I figured, Hey, you work five days. That means one a day. It’s very actionable. It’s very measurable and it’s a  very specific. So it, it checks all the boxes for being a smart goal. Now, if you’re going to reach out to somebody,  you have to create a reason to reach out to them.  So that’s where we’re going to start.

 

What are the reasons that you could reach out to someone? Well, right now it’s obviously happy new year. Hey, I can reach out to someone and just wish them a happy new year. What plans do you have for 2024? I mean, you can ask them about themselves. You, maybe it’s somebody that you’ve haven’t talked to for a while.

 

Hey, it’s great to, I want to touch base. See how you’re doing. And you know, talk about maybe some you know, what’s going on in your life here for 2024. It could be a new referral program that you’ve set up. Okay. So, hey, if you refer somebody to me, I will incentivize you and them as an example for a referral program.

 

Maybe it’s a business update, a new product or service that you are offering. I was just telling Diana before the call here today, I got a text message yesterday from my Auto repair shop. And they said the text was, Hey, 50 percent off oil oil changes for the rest of January. It got my attention. It’s like, Oh, yeah, I mean, obviously, everyone has a car, everyone probably needs to change oil unless they have an electric car like you, Diana. 

 

Yeah, it’s like, Oh, I don’t care. I don’t like it. But anyway, if you have to change oil, like 50 percent off. So yeah, it got me to go in and look at how many miles I had before I needed an oil change. And got my attention. So yeah, it’s like maybe a new service or a special offer. So you can give people a special offer, like if they’re a cold or an aging lead.

 

Like, I’m a client, obviously, of, of this auto repair facility.  But You know I maybe needed an oil change and I was putting it off and now they just gave me a reason to go in and of course Once the door opens there They might find some other things that my car needs for service and they’ve just generated instead of a you know 100 oil change or whatever it is.

 

I mean they generate a thousand or two thousand dollars worth of services So as a home builder or remodeler, obviously, we’re just looking to get our foot in the door And so that’s what the 50 oil change is. That’s just a simple offer you give to your cold Or aging leads. So tiny any thoughts on that?  I think that’s it’s  what I want to say that you’re right.

 

So I resonated that when you don’t know what to do, and you don’t know the step you avoid or you postpone or delegate or you you don’t start,  but now just I think this is achievable. 5 contacts per week and just start 11 per day and just say, Hey, start a conversation and then see where the flow goes.

 

And I think that’s the. Yeah. That’s the thing. And just notice what we our speech, our imaginary speech and scenarios are telling, telling ourselves that, Oh, I will not call me. He’s not available or all those things, but just, just call and say happy new year. That’s right. Yep. Happy New Year simple as simple as that what’s going on in your life this year So this is all about relationships and that what business is everything is a relationship  So what we are going to do is over a one week period we will email Text and we will call our contacts.

 

So that means we will have 15  pieces of outreach so five emails five text messages and Five phone calls. Let’s just talk about a couple of tips with each of these. Number one, for your emails, your subject line is the most important part of your email.  Never forget that.  Use curiosity to get them to open the email.

 

That’s what’s most important. So and you could say Happy New Year. You know, what are you up to this year in your subject line? Something like that. But your email, you want to keep it short and to the point. And very simply, you want to ask them to do one thing. Happy New Year. So what’s the one thing you want them to do?

 

Do you want them to reply to the email?  Do you want them to watch for your future text message or call? Do you want them to go to your website? Do you want them to send you a referral? Do you want them to tell you if they’re considering another project? One thing you want to ask that  now. At the end of the email, and this is what’s really important, is that you are going to tell them, I will be texting you and calling you soon. 

 

So when somebody opens this email, instead of just blowing you off, they’re looking at it and going like, Oh, I’m going to be receiving a text message. I’m going to be receiving an email. And then that way they can, maybe they’ll reply to the email, say, Hey, no need to call or text. Yeah. Let’s let’s talk some more or you know, cool.

 

Yeah, I’ll keep you in mind if I have my next project, or maybe we are considering a project. Sort of thing. So again, tell them what will happen next. Now, when we move on to the text message, so we’re going to wait a day or two  and then set a text message. In the text message, we will tell them we sent them an email.

 

Now, why do we do that? Because we can put the most information on why you’re reaching out to them on the email, and obviously if there’s a link or something like that, it works better on an email. But emails go into spam, emails don’t get opened all the time, so you want them to go look for that email. So the text message, you will tell them you sent them an email.

 

And then you will also tell them you will be calling them.  So again, they can’t avoid that text message. They might pick up and reply to your text.  Finally, if you have not heard from them, a couple days later, you’re going to call them. And you know what you’re going to tell them when you call them? If you have to leave a voicemail, you’re going to tell them that you sent them an email. 

 

And that you sent them a text message.  Okay, so obviously what you’re doing is here is you’re letting people know that you really want to, to talk to them, which is why you gotta have a compelling reason for them to want to, to, to hear from you.  So Diana, any thoughts on that as far as just going through that sequence?

 

I’m taking notes and just, I don’t know if you are smart or the technique is so smart that it’s working. So it makes sense. So you’re so smart. Keep it simple, silly, right? This is this so simple. And again, you just tell them what you’re going to tell them and then tell them what you told them. But most importantly, let them know there’s future communication coming.

 

So that when they call you on the phone, like, Oh yeah, I got your text. Sorry. I’ve been busy. You know, if they have to answer the phone or if you have to leave a voicemail, they’ll go back and like, Oh, that’s right. He sent me a text and an email. I need to get back to him. So what we’re looking for, of course, is just engagement.

 

We just want people to engage us and acknowledge whatever our reason is for getting back to them. Now, there will be some that will not engage you.  So when you move into the next week, you will start with five new contacts. The next week, you’ll follow the same process. But you will then take the people you did not hear from in week one, and you’re just going to repeat the same sequence.

 

Send them an email, send them a text, send them a call for anyone that did not respond. So week one, you will reach out to five people. You might hear from three, as an example. Week two, you will reach out to seven people.  Two that you’ve already reached out to for the second cycle, and then five new ones.

 

And then week three, You’ll go into five more new people and whoever didn’t respond from week two. So you’re just going to keep rolling forward like that so over 50 weeks, so we figure we’ll take two weeks off  over 50 weeks You will have reached out to 250 contacts At least  six times,  excuse me, at least three times, but maximum six times.

 

So they will have heard from you. So very, very important. Now,  if you reach out to 250 people and you follow this cycle, you should have an 80 percent engagement rate. So what that means is, is that of 250 people you reach out to, you’ll probably talk to 200 people.  Now let me ask you a question, Diana.  If you talk to 250 people that already have a relationship with you,  what are the odds that you will be able to get some additional business from those people?

 

200 people that you actually talked to what do you think the odds are think they’re pretty good  Yes, and actually what I think of is some I don’t know in the middle of the year You have so many contracts and clients that you will stop doing this technique. So how can you keep doing this? although you you get the contracts and you get the revenue that you want and you’re You’re fully booked.

 

So I because it’s working, I know it’s working.  But all you have to do is to do it because sometimes you just call five the first week or the first month. And then you say, Oh, I have enough. Oh, I have a good rate, 80%. And you start a conversation that will will go into changing and the you will change the flow and the things.

 

And then you say, Oh, that’s enough. I can’t take anymore. And then you stop doing it. So I hear a let’s say  what do you, do you keep sending emails for before year or, well, that’s, that’s a really good point though that you made.  I do it until I get busy and then I stop doing it. And that’s just human nature is that I am, I’m going to do the least amount of work and let’s face that.

 

I would much rather be be meeting and talking with real clients and actually. prospecting like this. I would much rather be building my homes and you know, running my business or even taking a day off. I’d much rather do this. So I think number one is yes, you have to be disciplined in that you have to block time to do it. 

 

Okay. So if you’re going to do this, the best thing you can do is you set up a recurring block on your calendar that every day, and maybe this is at 7 30 in the morning, first part of the day, you’re going to you. You know, do an outreach here. So you’re going to send an email, send a text message, or make a call.

 

That’s fine. Maybe it’s going to be at 4. 30 at the day. Whatever works best for you. Maybe it’ll be after hours. I’m not sure. But you have to continue to do it. So again, if you want to make sure it doesn’t stop, you’re going to have to have the self discipline to prioritize this and then block time to do it.

 

Also, you can have someone on your staff do this. It can be delegated. As well. So if you’re a salesperson, yeah, that’s one thing you’ll probably be doing it. But if you’re a business owner, you might have your office administrator do this. You might have your interior designer do this. I mean, anyone, anyone can do this.

 

They seem to have a script and, you know, know what to say and do and have a reason for reaching out.  Now let’s talk a little bit about it. Who,  who should we reach out to? In, in? And this is what I recommend. Yeah. I would start with business trades and suppliers. Okay. So any of these associates. So anybody, these are people that supply you with materials, your trade partners and then any, like, say business associates.

 

So this could be attorneys, lenders, bankers, title companies, anybody that actually works with you. Could be your.  you know, whoever you buy your trucks from or could be your auto repair shop. You know, you can reach out. It doesn’t, it doesn’t really matter. Again, you’re just trying to get the word out on, you know, with your with your reason and, or your offer to people.

 

So I would start there with business. Then I would move into cold and unsold leads. So cold and aging. And then the last thing that I would do would be past. clients, past clients.  sO past clients, obviously you can, you can ask for a repeat business. If you’re a remodeler, you could ask for a referral business.

 

If you’re a home builder but you want to stay top of mind. Now, the reason for reaching out to these three different categories of contacts is going to change. Okay. So my reason for reaching out to a past client is going to be different than I’m talking to say a business to business Associate lead.

 

And it’s also going to be different when I’m talking to a cold or aging unsold lead.  So you see what I’m saying? So that’s why I categorize these people. And I think you start with the people that you have the most active relationship with, which is going to be your business context, because they’re going to give you,  they’re going to, you’re going to have their ear because you might have an ongoing relationship with them already.

 

Then you move into the unsold leads and then you make sure you repeat referral business. But again, 250  contacts. Now you, can you do more than that? Absolutely. Could you do 500 shirt to a day versus one a day. But I’m saying is a start small. Now, here’s what  I think is important to understand.  You can do this manually  or you can automate it. 

 

So the cool thing is you can absolutely automate every single thing here, dropping a voicemail, sending a text message, sending  an email out. And then once you automate it, now all you’re doing is you’re just managing responses. Isn’t that cool? So I can set up all the automation tools where Everything goes out.

 

Timing is Monday through Friday. Text messages go out a certain part of the day. Voicemails go out a certain part of the day. Emails go out a certain part of the day and, and the week. If somebody doesn’t respond to that, we just repeat that cycle the second week and then we go on to our next batch. So yes, you can absolutely automate this and get lots of engagement that way.

 

But! You don’t have to automate it. Obviously, how long does it take to send a simple template email or a text message or a call? You can absolutely do this manually as well, which is why it’s so it’s so simple and it’s so cool.  So Diana, any final thoughts from you on this process?  So what I hear and what’s resonating with me is the focus on action and not the outcome.

 

So I, I will never know who is replying, who is responding. I just focus on, on sending those emails, text calls, so focus on doing my part and then handle what’s going to come back to me. Yeah. And I think the reason that you, the creative reason to reach out to these people, again, you can always keep their favorite radio station in mind, WIIFM, why would they want to hear from you?

 

Why would they want to get back to you?  So again, if I’m, if I’m genuinely interested in what’s going on in their life, what’s new with their business, do they have, are they doing any initiatives this year? You know, if it’s business you know, if I reach out to my past clients, how is your home performing?

 

Are you happy with your home? You know, and before you ask for a referral or repeat business, so tune into their radio station with that reason to reach out to them. Then once you get into the conversation with him, then you can bring up your offer if you will. Now, the one  variable to that is, is obviously that unsold or aging lead.

 

There’s really no established.  Relationship there yet. So there you’re going to keep that, you know, offer for them to engage you Very specific and obviously it’s for new business. So if you want to do an incentive like my Auto repair shop did hey, we’re giving a discount on this right now  Depending on what you sell or offer.

 

Sure.  That makes sense I make it make sure it’s limited by a time frame and or a certain amount of those offers you’re going to give away. But I, more often than not, if you’re a design builder, modeler or home builder, the offer should be starting a relationship. Give them a reason to start a relationship with you.

 

And the relationship is not starting on a transaction. Relationship starts with trust and value. That’s the thing you have to remember. What can you offer them that will help increase their trust to want to engage you and start a conversation about their potential renovation or new home project?  Does it make sense? 

 

Yes, and I’m excited. I think that’s a good strategy for the beginning of the year. And also, I see it as an ongoing strategy. So not only at the beginning of the year, so you can just  keep, keep doing that. Keep doing it. Especially if you automate it, then you just set it and go and you just respond to those engagements.

 

The one thing you’re probably going to want to test and change up is the offer, right? Yeah. And you know, that’s just, what is the reason for engaging them? So you should, you know, something might work and hit with a certain demographic in your database. In other words unsold leads. You might find something that really works well there.

 

Past clients.  You maybe have to test a couple different offers to see what resonates with them. But again, always tune into the radio station and you may even wanna call a few vendors you know, that are, you’re closer with, or call some of your past clients you’re closer with and say, Hey. You know, I want to reach out to past clients.

 

You know, what would be a reason that you would want to hear from, you know, and use them as a focus group to get some feedback. That’s invaluable information that they will give you.  Yeah, that’s true.  So if you would like to know more about this, about automating this aspect of what we’re talking about here, you can go ahead and schedule your strategy call today.

 

Find out how we can help you attract, capture and convert high quality leads so you can pick and choose. Your clients and jobs. So thank you once again for joining us on conversations that convert and for my brothers and sisters in christ May the grace of the lord jesus christ the love of god and the fellowship of the holy spirit be with you all always We will see you next time on