Best Practices: Working Posted Leads
To achieve the maximum ROI on a posted campaign, Lead Genesis recommends you follow the following
CONTACT FREQUENCY
Day 1
- CALL the lead immediately upon receipt.
- Timeliness is a factor because the consumer’s interest is at its apex right after they have filled out form and are still engaged with our website.
- EMAIL the lead. Text the lead if it is a WEB lead.
- CALL the lead a second time after work hours (i.e. 4pm-7pm) on the same day you received
- LEAVE MESSAGE on second call if you do not reach the consumer.
Day 2 & 3
- CALL the lead twice (once during the morning 8am – 10am and once in the evening 4pm – 7pm)
- Only LEAVE MESSAGE for the lead at the last call of the day.
- EMAIL the lead (emails should go out between 9am – 10am)
Day 4-10
- CALL the lead once a day (alternate calls between morning, afternoon and evening)
INITIAL CONTACT / MESSAGES
When reaching a consumer and/or leaving a message, make sure to use the proper reference to ensure the consumer knows who you are and remains confident in the experience.
- The lead will include a “Lead Source” field. This is the source type of the lead; it will either read “WEB” if created on one of our websites, OR… it will read “PHONE CALL” if the lead was created by a call center lead generation affiliate. Referencing both of these source types is important when “jogging” the memory of the consumer about the ways they may have requested info about solar.
- If a Call Center lead it is important to remind them that they may have been contacted over the phone and NOT say “You filled out a form online for information about solar”.
- The intro script we recommend is: “hi sir/mam, my name is [NAME]. I am a solar specialist giving you a call back in regards to your recent inquiry for a free solar quote; you either filled out a website form or received a phone call where it looks like you might qualify to save on your energy bills by going solar”
- Make sure to be consistent with these references when leaving a message.
DISPOSITION TRACKING / RETURNS
Disposition tracking is essential to managing your lead campaigns, insuring you get credit for returns, and for optimization. If you are not using a CRM, we highly recommend you do. We offer guidance and consulting in setting one up for you if needed. If you chose not to use one, we strongly recommend you set up a workflow for keeping notes and dispositions on every lead. (I.e. on a spreadsheet).
Negative Dispositions:
The following dispositions are returnable for a refund. On average, expect 12% returns with higher rates in more heavily forested areas such as the Northeast.
- Not a Homeowner
- Low Power Bill
- Home Type
- Out of Coverage
- Wrong Utility
- Roof Shade
- Already Has Solar
- Duplicate (Lead Genesis sent you the same lead within the last 90 days)
- Hostile Consumer (Hostile or Confused)
- Wrong Person (lead name and information does NOT match when call is answered)
- Never Asked for Quote
- Bad Phone Number (not a working phone number)
- Language Barrier
- DNC Request
Positive dispositions:
Providing us with conversion and win feedback (which specific leads converted) allows us to determine which of our 200+ media channels are performing and allows us to optimize our service for you.