I was emailed a question last week that involves writing a complete book to answer so I am going to piece together the answer in short posts and hope you can add to my posts with your thoughts and opinions in the comments.

The question was: “What do you think is the best way to structure a lead driven company?”

Keep in mind that these posts won’t be written in any specific order.

Companies that are successful with leads and quite frankly it doesn’t matter if they are internet leads or referral leads have excellent client retention and extended lead nurturing programs. Yes, if a lead isn’t contacted within the first 2 days they don’t simply through the lead in the trash or try to return it for a refund. Companies that are successful generate sales 6 months, 9 months and possibly years after they purchased the lead.

Many companies focus on the the first 20 days of a lead and then forget about them and those are companies that think they know what they are doing. With little effort and planning you can efficiently continue to work your leads for another 12 months and reap more sales. If you have been buying leads for over a year there is a good chance you are sitting on a data list that is filled with opportunity. The key for you is to lay out an action plan and follow through with it. Start with a simple email that is not sales related. Build the relationship and trust up again with helpful articles or discounts. It doesn’t necessarily have to be mortgage related, however it keep the content close to home and keep it personal and real.

This works and successful companies make this a big part of their marketing because it generates more sales and helps brand their name and you should too.
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