Meet Your Prospects Where They Are: ONLINE!
Therefore, the strategy for Fairing Way evolved to focus more heavily on digital media, following prospects through their journey from both a marketing and sales perspective. From their first inquiry online through the sales process, many of the steps and touchpoints are digital.
Using marketing automation and behavior-based triggers, among others, specific messaging is targeted to help guide future residents with the right messaging at the right time.
Creating Results also integrated Fairing Way’s customer relationship management (CRM) tool with its marketing automation so the sales team can not only keep track of typical sales activities but also see the action steps prospects are taking online and modify their approach accordingly.
sales from digital sources
Using these tools led to a better understanding of the prospect journey, ultimately resulting in an increase in the lead-to-sale conversion rate from 3% to 7% and shortening of the sales cycle from 15 months to 7 months (from tour to sale). Sixty-two percent of all sales result from a digital source.