Fast Response Time is E-ssential

When it comes to converting e-leads into e-sales, there's no substitute for speed, says builder sales consultant Meredith Oliver, MIRM.

"The single most important factor is the speed of the builder's response to the e-lead," Oliver told a standing-room-only crowd during the seminar "Effective Internet Sales and Marketing" at the recent International Builders' Show in Las Vegas. "Retailers like Amazon.com, WalMart.com and eBay.com have trained consumers to expect a same-day, almost instant response to an e-mail information request."

She said the most effective builder e-lead response programs use a dedicated consultant to process all e-leads, follow up multiple times and set an appointment for the customer to meet face to face with a new home sales consultant.

"Once a home builder gets the basic e-lead response program in place, they can grow their e-mail marketing program to include online community launches, e-newsletters and online surveys," Oliver said.

She explained that online community launches consist of a sequence of e-mails to the prospect database building up to a grand opening. "Many times, on the day of the grand opening, builders will have customers coming in pre-qualified and ready to purchase."