Call UsCall Us 512.582.5900512.582.5900 www.smarttouchinteractive.com

SMARTTOUCH®

I N T E R A C T I V E

How SmartTouch® Interactive Uses Marketing Automationto Nurture Leads and Increase Conversion

Case Study

Research shows 8 out of 10 leads aren’t sales ready at the

time of first contact, but that most will likely buy some

time in the next 12-24 months – from someone!

Sales people tend to focus on the 2 out of 10 who ARE

sales ready because they make their money when the

sale happens!

New home builders and developers usually focus on

driving new leads. But where we’ve struck gold for our

clients is by not only generating new leads, but also by

nurturing the leads that have already been generated.

Think about it, when you acquire a lead, you’ve achieved

two things:

1.You’ve gained awareness (they know about your brand)

2.You’ve got their details (because they’ve filled out a form

or made an inquiry)

Background

p.1

These leads are worth money! How much money? From

our analysis, you can significantly increase your lead-to-tour

conversion rate by nurturing those leads.

We analyzed ten of our clients – looking at the lead-to-tour

conversion rates for those that used a SMART drip email

series and those that didn’t.

Those that used a SMART drip series doubled their lead-

to-tour conversion rate.

Call UsCall Us 512.582.5900512.582.5900 www.smarttouchinteractive.com

SMARTTOUCH®

I N T E R A C T I V E

p.2

Those that used a SMART Drip Series doubled their lead-to-tour conversion rate.

People who know your brandPeople who gave their details

Call UsCall Us 512.582.5900512.582.5900 www.smarttouchinteractive.com

SMARTTOUCH®

I N T E R A C T I V E

p.3

We use marketing automation to nurture leads over time.

1.When a lead comes in, we score it for sales readiness.

What’s a SMART Drip Series?

2. We then start a drip email series. Each drip email includes

a question that will help us further learn about the lead and

determine sales readiness. We call this “1-Click

Preferences.” See what a real one looks like below!

Call UsCall Us 512.582.5900512.582.5900 www.smarttouchinteractive.com

SMARTTOUCH®

I N T E R A C T I V E

p.4

1-ClickPreferences

• The drip campaign touched nearly 60% of the registered leads.• When we analyzed buyers who had closed, 50% of them had engaged with at least one of the drips.

3. When a lead provides an answer, the lead score is updated

and if it’s deemed sales ready, then Sales is alerted.

The Lakes at Centerra implemented a SMART lead-nurturing

drip email campaign.

The drip campaign touched nearly 60% of the

registered leads.

When we analyzed buyers who had closed, 50% of them had

engaged with at least one of the drips.

Here are examples of two of the emails from that SMART,

lead-nurturing drip series:

Call UsCall Us 512.582.5900512.582.5900 www.smarttouchinteractive.com

SMARTTOUCH®

I N T E R A C T I V E

p.5

Case Study

Ideally, we recommend that you create content that is

speci�c to your community or brand.

This content is designed to:

• Deliver value

• Inform

• Keep your brand front of mind

What Types of Content do we Send?

Call UsCall Us 512.582.5900512.582.5900 www.smarttouchinteractive.com

SMARTTOUCH®

I N T E R A C T I V E

p.6

To learn more about how lead nurturing can help you increase

your lead-to-tour conversion, contact SmartTouch® Interactive

and request a conversation.

Call UsCall Us 512.582.5900512.582.5900 www.smarttouchinteractive.com

SMARTTOUCH®

I N T E R A C T I V E

p.7

Learn MoreSimply email smart@smarttouchinteractive.com