Ep.4 Stocking Your Sales Pipeline for the New Year

Video Transcript

Mike:

Hi, my name is Mike Bird. I’m the CEO here at Social Garden with one of our Key Account Managers, Jake Taylor. And today we’re talking about how property developers and real estate agents can maximise the holiday period around Christmas and early January.

So, Jake, one of the common misconceptions we hear around the holiday period is that consumers aren’t interested at looking at property because they’re on holiday. But year after year we see enquiry levels increase. What should property developers and real estate agencies be thinking about and how they should respond to that?

Jake:

Yeah, definitely. Over the holiday period we see huge amount of increase in activity with online channels – Facebook and Google search time, as well as the catalyst of going home and visiting family. Mum and dad are funding more and more property investments.

So that’s front of mind when people are coming back planning for the year ahead. We see a huge spike in search and activity around this time. It’s really an opportunity to stack that sales pipeline and make it lead into that period when more and more of the sales appointments are happening, through January and February.

Mike:

Yeah. Typically we see in the lead up to Christmas quite expensive media, obviously Facebook and Google and others are really based on a bidding system. So, as that dies away after the Christmas period, we see a decrease in the cost of leads and again it’s great to have sales teams ready, with a whole bunch of appointments and good prospects to come back to.

Jake:

Definitely. There’s a huge amount of a noise in the industry around the spring time. Everyone’s doing bid campaign around this, but that’s just as much going to create that overflow into people searching over the Christmas break and then taking next steps into the New Year.

Mike:

So have you got any thoughts or words of wisdom for people that are just starting to plan out that period.

Jake:

Definitely, rather than waiting until your sales team is ready to take appointments, stocking that pipeline ahead of time and using marketing automation to gather information, get some early responses of who is in market and then as they’re coming through, they’ve got a pipeline ready of people to talk to and can start to engage in the new year.

Michael:

Cool, well thank you Jake. Appreciate the feedback, good on you.