Full-Funnel Strategy for Commercial Real Estate
When your sales and marketing departments are pursuing prospects, it’s very easy to spread your team’s resources too thin as you chase every single potential opportunity. However, your business still needs to active pursuing new leads. In this e-book, we’re showing you how a full-funnel strategy helps convert leads in CRE.
A full-funnel strategy is an end-to-end action plan for converting leads to sales. This includes having steps for every stage in your sales funnel. We’ve also included advice on account segmentation and tiering CRE accounts, reach out to each tier, and continue to convert these leads to sales.
How To Segment and Tier Your CRE Accounts
In this section, we walk you through the criteria that you need to segment and organize your CRE accounts into tiers.
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Gather existing, relevant customer data
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Define tiers based on key criteria that makes leads more or less valuable to your business
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Rank all existing accounts based on the criteria into 3 tiers
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Build an outreach approach for each tier that increases in depth the higher the tier
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Implement your tiered full-funnel strategy and monitor/adjust it based on relevant KPIs
How to Build a Full Real Estate Marketing Funnel Strategy
Tier 1
Your highest tier is the highest value account, so your strategy should involve the most personalized messaging and engagement. Highly personalized emails and outreach are necessary. Engage this tier directly by researching the company’s specific needs. After they show interest, deepen their engagement to push them toward a decision.
Tier 2
Tier 2 accounts still need some personalization, but this should be balanced with scalability, as you will have significantly more tier 2 accounts. This involves grouping tier 2 prospects into industry-specific segments to create content that meets them where they are. Outreach should be moderately personalized to push them toward consideration and an eventual decision.
Tier 3
Marketing toward tier 3 accounts is all about efficient engagement. This involves very general, automated marketing material and tracking the leads that are actually showing interest. Converting tier 3 leads is about efficiency and speed, so provide simple, automated demos or trials to nudge them toward a decision.
