Q: How long do you keep contacts in the database and your logic behind it?
A: My plan is to build out a monthly email with timely info and articles that links back to my website. I'll put everyone on it eventually, whether it's a past client or warm lead, or even if it's a lead that goes cold in the short term. I offer opt-out instructions in the [[Footer]] for anything that goes beyond the initial 2-3 follow up and into my long term nurtures.
Here's the workflows for my leads:
- Initial Acknowledgement & Follow Up (2-3 emails, 6 touches in first 7 days)
- Lead Nurture (9 emails over weeks 2-7)
- General Nurture/Newsletter (once monthly)
I'll have touched each lead around 24 times in the first year, then 12 times a year from there to eternity.
Before using automated follow up systems, I'd get a lead come in and be super excited until I saw "Just Looking" or "12+ months" because I knew myself and my chances were I'd lose contact. Now it's all about get them in the database and work that system... though the "NOW" leads are always welcome!
A: I carefully tag net leads and open house leads - the largest source of people I might not create a trust relationship with. I don't have a process for expiring them out of my system, yet, but I plan to. Probably after a year of no response.
Just as a lovely tidbit... we want to evolve to the point that Realvolve can suggest you make a decision on someone who is unresponsive.