How to Segment Buyer Prospects in Three Moves

How to Segment Buyer Prospects in Three Moves

The killer email technique to identify five-star buyers

Just imagine you could segment inbound buyer leads into hottest prospects via email in minutes. Better still, train your team to do it consistently and well.

Finding the 5 star buyers in three moves is a killer email technique.

By creating a three email conversation path, you can quickly guide and qualify your new prospect and determine if he or she is ready to buy within the next ninety days.

What is a Conversation Path?

A ‘conversation path’ is a series of three questions. A line-of-inquiry or ‘guided conversation’ via email designed to quickly sort leads into the most relevant buyer segment or bucket.

Like a legal QC questioning a witness, you stay one or two moves ahead with pre-prepared ‘sorting’ questions, taking your prospect down your line of enquiry.

Nine Words is all it takes

In my previous article, I showed you how to unearth five star buyers inside your database in nine words.

The psychology of each email is always, short, personal and expectant of a reply.

Nine word email replies forces your sorting questions to be short, personal andexpectant of a reply.

The intention of your line-of-questioning is to:

  1. sort people into the most appropriate segments or buckets,
  2. help identify their specific needs so they can be easily matched to the properties you have for sale
  3. ask them to do only one thing each time… reply or click a link

On email, you must only ask prospects to do one thing. Reply or click a link.

Don’t confuse things by asking multiple questions. Keep it Simple! One question, one action.

Ultimately, a conversation path is designed to help you identify 5 STAR BUYERS very quickly.

Dealing with high volume response…

This approach is ideal for agencies struggling with high volumes of inbound enquiry. It is simple, effective and easily transferred to team members.

From the get go, your goal is to sort your prospects through your conversation path into the most relevant buckets or categories.

I have broken residential BUYER buckets down into the following categories to illustrate:

  1. a) Live in: Family, Retiree, Holiday Home,
  2. b) Investor: ‘Fix and Flip’ or Buy and Hold.

Example: Conversation Path

Inbound Prospect: ‘I’m interested in buying in YOUR TOWN/Suburb’

Email Reply #1

YOU: Is it to live in or invest? (7 words)

Prospect: to live in

Email Reply #2

YOU: Great, is it for your family or to retire in? (10 words)

Prospect: It’s for my family.

Email Reply #3

YOU: Do you have an specific needs for your family? (9 words)

Prospect: We need……

You see that the psychology of the conversation path is short, personal and expectant of a reply. It works because this is how people communicate everyday.

During the process of replying with ‘sorting’ questions, potential 5 star buyers will exhibit certain characteristics.

They are:

  1. willingness to engage in a dialogue with you
  2. are friendly and cooperative
  3. know what they want and will share it with you
  4. will buy in the next 90 days
  5. would like you to help them

If they display these characteristics, you have a 5 star buyer on your hands.

How you can do it in three steps?

  1. List: Outline the core buyer categories you serve
  2. Design your line-of-enquiry: order them hierarchically from broad down to specific categories
  3. Conversation Path: Write nine word email questions for each step of your line-of-enquiry

OR… You Can Take the Faster Route

Alternatively, script templates, mindmaps and video training on how to achieve this faster is at www.10MinuteClients.com

Wes

Wes

Marketing innovator, Wes Ward, helps reposition time poor consultants and real estate professionals as leaders in their market.

His expertise in online branding, search engine optimisation and content marketing strategy helps clients communicate and demonstrate their real commercial value.

His magic begins by extracting the expertise and value that lies inside his clients mind and amplifying it through conversation, storytelling and digital strategy.

Wes’s goal is to transform clients from ‘commoditised, unknown, transaction-based sellers’ into ‘trusted advisors’ through value driven, education based marketing.

His latest innovation, ‘BizCast Radio’, is the first commercial service of its kind in Australia and quite possibly the world.
Wes

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