A Little Information Can Fertilize Your Garden You can tell right away that they’re just very preliminary, they’re doing a little bit of research, they are not really sure. That’s an ideal client for an e-series, where perhaps each installment directs them to a YouTube video that educates them. Somebody who is in the very preliminary stages and is just trying to gain information, that person wants education. They want information. They are not yet asking buying questions. Further, with all the technology – auto responders, video, emails, and white paper reports – a significant chunk of that education can be done automatically over a period of time without draining or requiring a sales team to commit their resources. That’s called nurturing. Cultivating leads is much like cultivating a garden. Harvest time happens when the crops are ready. What would happen if the farmer sitting on the combine constantly was driving around the garden watching the crops grow? He’d waste a lot of gas. He would waste a lot of time. The overuse of the combine would probably cause it to require more repairs. At times, maybe after being overzealous, the combine operator would start to see something that looks like it should be picked and he treads through the garden or the fields before it’s ready.
The Immediacy of Phone Leads It’s important to make sure you match the mode of communication with the type of leads you’re pursuing. Forms and emails are popular on the Internet, and it’s very easy for people to just put a form in front of potential customers. However, certain types of leads really don’t fit a form. Let’s assume you’re house shopping and you go on the Internet. You find a house you like, you read about it, and it looks really good. Now, would you want to fill out a form and maybe get a call back tomorrow while you’re at work, or sometime next week? No, you want to know more about it now. If you fill out a form you never know how quickly somebody is going to get back to you. It would make more sense to pick up the phone and call the realtor right away.