Mastering Owner Lead Generation in Property Management with Jennifer Merritt of RentScale
Nov 30, 2023
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Jennifer Merritt, expert in owner lead generation, discusses strategies for filtering out 'junk leads' and nurturing quality leads in property management. The conversation emphasizes the importance of relationship-building and aligning clients with company values for growth. Explore challenges in lead generation, adapting to market trends, and the balance between generating and converting leads in the property management industry.
Diversified lead generation sources are crucial for sustained success, incorporating inbound, outbound prospecting, and referral networks.
Collaboration between marketing and business development is key for effective lead generation, aligning inbound marketing efforts with outbound and next bound strategies.
Deep dives
The Importance of All Bound Lead Generation
The concept of all bound lead generation emphasizes the need for a diversified approach to acquiring leads. It involves incorporating inbound leads through SEO and PPC, outbound prospecting efforts such as targeting rent-by-owners or potential secondary home owners, and the concept of next bound focusing on referral sources. Success in business development and lead generation requires a continuous flow of leads from these various sources, indicating the absence of a one-size-fits-all solution.
Balancing Sales and Marketing Functions
Lead generation involves a combination of sales and marketing functions. While inbound leads often align with marketing efforts through SEO and content, outbound and next bound strategies rely on business development managers to engage in prospecting and build referral networks. This collaboration highlights the importance of understanding the different roles in achieving successful lead generation and conversion.
Navigating the Challenges of Lead Quality
Addressing concerns about junk leads and lead quality is essential in lead generation. While businesses aim to avoid low-quality leads, it's challenging to filter out undesirable prospects entirely. By reframing perspectives on leads outside the immediate target area or those not ready to buy immediately as potential opportunities for nurturing and referral partnerships, businesses can extract value from a wider range of leads.
Prioritizing Relationship Building and Customer Education
The sales landscape has shifted towards prioritizing relationship building, problem-solving, and customer education. Educating leads throughout their buyer's journey, understanding their needs, and shaping expectations can lead to stronger client relationships. By focusing on nurturing leads and providing value rather than solely aiming for immediate sales, businesses can foster long-term customer trust and loyalty.
Welcome to the latest episode of the Property Management Show, presented by Fourandhalf Marketing Agency. Since 2012, Fourandhalf has been helping residential property managers get more owner leads by helping with their website, SEO, online reputation, video and blog content, social media, and paid ads. In this episode, we’re excited to host Jennifer Merritt, […]