120. It’s a nice round number and one that’s insignificant to most home builders and remodelers. Yet for Rick Storlie of New Home Sales Coach, a firm that specializes helping home builders and remodelers reach their sales goals, it’s been a number that has haunted him for years.
“120 leads was my limit. There just wasn’t enough hours in the day for me to actively manage more than that,” Storlie recently commented.
When Storlie was actively selling new homes and remodeling services he would manage his leads by categorizing them three ways. An “A” lead was someone who would buy in six months. A “B” would buy in six to twelve months and a “C” was more than one year out.
“I created a paper newsletter called the Home of the Month. Every month I’d mail one of our floor plans along with a list of the homes we were currently building to all my leads,” said Storlie. “Twice a year I’d stick a pink postcard in the envelope that people could mail back to me if they didn’t want to get my newsletter. That was my ‘unsubscribe’ method!”
Since Storlie was actively selling in the mid 1990’s, before the advent of the internet and email, he would also use the phone to manage his leads.
“I’d call A leads a minimum of once per week. It’s still a method I advocate today,” mentioned Storlie. “B leads I called monthly and C leads were quarterly. My goal was always the same. I wanted to know who was moving up and who was moving out (not going to buy one of Storlie’s homes).”
The reason Storlie was so intent on connecting regularly was twofold. First, he needed to stay top of mind. Second, he had to clear out the old, bad leads so he could replenish them with newer, better ones.
Storlie is the first to tell you he had no formal new home sales training and was self taught through trial and error. But he had an edge over other salespeople.
“I was really good at sorting through leads that weren’t going to buy from me. I had a lot of room to improve as a salesperson, but my conversion rates were great because I focused my energy on high quality leads,” said Storlie.
Today, as a mentor to design/build home builders and remodelers, Storlie is releasing a system where a single new home or remodeling salesperson can manage thousands of leads and systematically identify and sell those leads most likely to buy.
On April 26th, 2012 Storlie will be sharing his ideas in a webinar. More information is below.
What: 3 Wickedly Effective Lead Management Tactics for Builders: How to Maximize Your Sales with Less Effort
When: Thursday April 26th at 11 PST, 12 MST, 1 CST, 2 EST
Cost: $0 but limited to 100 attendees
Storlie has created a sales and marketing Scorecard that will tell any home builder or remodeler how well they’re tapping into today’s market. The Scorecard takes 2 minutes, builders will get an immediate score and see how they compare to their builder peers. Home builders can get their Scorecard by clicking here. Remodelers can get their Scorecard by clicking here.
About Rick Storlie: Rick Storlie of New Home Sales Coach has been helping home builders and remodelers reach their sales goals since 1992. Visit NHSalesCoach.com to access Rick’s free Sales and Marketing Tutorial Library full of tips from generating new leads, Realtor strategies, sales techniques and sales management secrets. Storlie can be reached at 952-895-5566 or Solutions@NHSalesCoach.com.