If you’re looking to improve conversion of your internet home buyer leads, one of the best ways in addition to obviously responding to the lead right away and having great scripts and dialogues on the phone, is dripping educational videos on the lead immediately upon their registration to build trust and authority so they answer your phone calls and take you more seriously when you make a contact.
Here are the notes from Vyral Client Spring Bengtzen’s presentation at a buyer lead generation conference along with her 2 week home buyer video drip campaign you can use as an example to create your own.
When you’re a Vyral Marketing client we’ll help you create a video buyer drip campaign to increase response from your buyer leads. We can put it into an autoresponder for $10 a month like iContact or use the back-end of your current contact management system to drip out the emails.
After they get your 2 week "establish the relationship" campaign (see example below), they go on your Vyral Marketing 2 educational videos a month long term nurture campaign.
HOME BUYER LEAD VIDEO PRESENTATION NOTES
You have 2 types of emails - DON'T confuse their purpose
1. Short, simple plain text with plenty of merge fields.
a. The only purpose to get them to reply
b. Ask questions
c. Looks like you typed on cell phone or in Gmail
d. No graphics, left aligned, “Checking In” or “Quick Question” subject line
e. They don’t know it’s a drip
f. Constant testing – use the recommended Boomtown drips
2. Video email to build trust and authenticity
a. Educational tips, home tours, or community videos
b. Very nice branding, they know they are on a drip
c. Compliment to the simple, short emails
d. Position yourself as an expert advisor
e. Unique, local, and truly useful relevant content
f. Don’t use merge fields or try to trick them that emails with videos are personal, you’ll kill your response on the drip campaign.
Let me show you the Video email Campaign (see embedded example below)
Notice the specific and relevant subject line
Notice the personal 1 sentence per line copywriting (use the word "you" as much as possible)
Notice the call to action weaved into the copy
Notice the screenshot of the video inserted as a JPEG
Notice how I make it no secret this is a canned, but useful drip campaign
Tips for Your Videos:
Video are 2-3 minutes long
I hired a video professional, not necessary
Shoot on a nice webcam and cut to pictures or B-Roll
The email copy is the most important part – what the email says
Each video goes out every 3-4 days over 2 weeks
Embed the videos in a blog post – link the screenshot in the email to the post on your lead generation site (drives them back to your site)
What communication are the buyer leads getting?
1. Phone, text, and email follow up from ISA all the time
2. Property updates generated automatically from our search site
3. SmartDrip short plain text emails designed to get replies over long term
4. The video emails for the first two weeks on buyer topics
5. 2 educational videos a month through Vyral Marketing forever
Example 2 Week Home Buyer Lead Video Email Conversion Campaign
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