Watch Adam Hooley giving an overview of how your property management business should handle inbound leads to maximise your close rate and growth.
The core idea here is that you should conduct a mystery shop of how your business handles inbound enquiries from beginning to end.
This will give you a true understanding of the experience and will quickly show you where you need to improve to lift your conversion rates for new managements.
Reviewing all the moving parts of your inbound new business enquiries allows for optimisation for improved growth outcomes. To review your existing customer experience, we suggest you break the journey into three key areas. These allow you to isolate the points where your customer engages with your business.
Part 1: Digital & social media profile
Potential new investors will research your digital footprint to distinguish your service offering from your competitors. They will be looking for the following indicators that you are a stand-out agency in the area:
- They will research your website for indicators that you are a local industry expert. Such examples include industry articles and newsletters, industry awards and client video testimonials.
- They will review your Facebook and Instagram pages to see examples of quickly leased properties, suburb rent reviews, local sponsorship and team culture. This is a good place to put recent client video testimonials also.
- They will review properties you are marketing to ensure photos are of professional quality and descriptions are captivating.
- They will research your Google review profile to ensure you have ample 5-star reviews from renters and investors.
Part 2: Mystery Shop
An important part of assessing the existing inbound lead flow is to mystery shop your own office. This will give you an accurate indication of the journey a potential customer may take when they enquire with your office. These are the items to cover in the mystery shop:
- Who handled the call? Was it reception or was the call quickly forwarded to an appropriate team member who could take the call? Was the call returned quickly if the right person was not available?
- Were the service offering and fee handling streamlined to ensure that fee negotiation did not take place and the value offering was clear?
- Was there a clear point of difference between you are your competitor?
- Did they portray local market knowledge by discussing rent trends, days on the market and potential tenants?
- Did they give examples of customer-facing innovation that will make the investor's experience more transparent and enjoyable?
Part 3: Post-call experience
In order to close the lead as a new business customer the customer must feel like you have delivered on all their expectations. These will include the following:
- Follow-up calls to answer any further questions or concerns
- An emailed prospectus outlining the service offering and value promises you made on the call.
- Detailed rental appraisal of their property including a marketing plan and potential renter profile.
- A document endorsing the agency’s unique point of difference with supporting customer testimonials and industry awards.
- Contact with the customer to close the sale.
Other Marketing Resources
- Window displays
- Radio advertising on the cards?
- Promote Ailo with office signage
- Social Content Pack (May '23)
- Running an investor night (inc. slides)
- Adding Ailo to your listing kit
- Add Ailo to your website
- Add Ailo to your email newsletter
- 10-week social media content schedule
- Review your inbound sales process with mystery shopping
- Creating a promotional video for property investors
- 'Out of the Stone Age' email promotion
- 'Out of the Stone Age' social assets
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