Automation Mythbusters: The Dos and Don'ts of Automating Your Follow-Up Process

As an Online Sales Counselor (OSC), the demands of managing leads and setting appointments can be overwhelming. You’re on the front lines and are expected to react as fast as possible to nurture leads and offer the best customer experience you can.??

Without automation, the risk of burnout is high, yet many OSCs struggle with when and how to automate their processes effectively. At Shared Drive, we wholeheartedly believe that with the right approach to automation, OSCs can thrive well beyond the typical burnout period of 4-5 years.??

Let’s explore why OSCs burn out, the types of automation that can help, and the best practices to implement automation without losing the personal touch.?

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Why Do OSCs Burn Out??

OSCs often face burnout due to several factors:?

1. Inefficient Processes: Without leveraging automation, OSCs spend excessive time on repetitive tasks.?

1. Lack of Education: Many OSCs are not trained on how or why to use their tools effectively.?

1. Limited Autonomy: OSCs may feel they don't have the freedom to use tools to their full advantage.?

1. Role Misunderstanding: Often, OSCs feel like mere appointment setters rather than integral team members.?

1. Difficult Work-Life Balance: Companies often make the mistake of believing one OSC can handle it all, but that’s rarely the case, especially for larger builders. To avoid burnout home builders need to have a team of two or more, or contingency plans for how to handle when their OSC is off. (We can help here.)??

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Mythbusting Automation??

As an OSC, you need to embrace automation. You’ve got to find ways to make your job easier without sacrificing (and often by enhancing) the customer experience. Here are some common myths we need to dispel:??

Myth: Automations are not customizable and harm the customer experience.?

Truth: With the right CRM, you can automate while personalizing interactions, and ensuring they’re delivered in a timely manner.??

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Myth: Automation can replace OSCs.?

Truth: Automation complements well-trained, curious OSCs, it does not replace them.?

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Myth: Automation is too technical for OSCs.?

Truth: Modern CRMs are designed for simplicity and ease of use without requiring advanced technical skills.?

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Different Types of Automation?

Understanding and implementing different types of automation can significantly enhance efficiency:?

1. Task Automation: Set up your system to handle routine tasks, reminders, and even training, making your CRM a personal assistant.?

1. Content Automation: Automate the sending of frequently used content, ensuring it’s still customized. Automation is beneficial only when you understand the content deeply.?

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When NOT to Automate?

For new OSCs, automation should come after gaining a thorough understanding of their tasks. It's like the Karate Kid’s "wax on, wax off" – you need to understand the reason behind each task before automating it. Avoid automating tasks that require cognitive engagement or customization, such as:?

• Sending invitations to appointments?

• Recommending personalized floorplans?

• Following up post-appointment?

• Managing prospect/opportunity interactions?

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When TO Automate?

Automate low-risk, repetitive tasks to save time and mental energy:?

• Internal reminders and tasks?

• High-level educational content sent frequently?

• Standard calls-to-action?

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Understanding Your CRM?

A well-utilized CRM can be a game-changer for OSCs. Here’s why you should champion your CRM:??

• Email Automation: Use your CRM to send targeted emails with customized tokens.?

• CRM Hero: OSCs should be the heroes of their CRM systems, fully understanding and leveraging all features, being the go-to person on the team for CRM questions.??

• Support Utilization: Make use of the CRM’s knowledge base and support team to maximize effectiveness.?

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The Role of Curiosity in Automation?

Curiosity is essential when it comes to effective automation. When OSCs understand why they are automating tasks, they ensure that the automation serves its purpose effectively. Curiosity drives OSCs to continuously question and refine their processes. By staying curious, OSCs can avoid the pitfall of automating for automation's sake and instead focus on making their workflows more efficient and impactful. This mindset keeps the OSC engaged and ensures that the automation is genuinely beneficial.?

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Automation Best Practices and Tips?

Combining best practices and tips ensures a robust automation strategy:?

• Continuous Monitoring: Never set-it-and-forget-it. Regularly review open and click-through rates. Adjust automations monthly or quarterly.?

• Incremental Improvements: Make one minor tweak per month to improve exponentially over time.?

• Stay Updated: Follow best practices and industry trends. Document and update your automations regularly.?

• Proper Segmentation: Ensure your leads are correctly segmented to maximize the effectiveness of your automations.?

• Naming Conventions: Create and adhere to clear naming conventions for automations.?

• Database Understanding: Know your database and lead segments inside out.?

Additionally, it's crucial not to let pride or a focus on doing tasks manually prevent you from automating repetitive processes. Even if you can perform a task quickly, it still consumes energy that could be better spent elsewhere. Invest time upfront to learn and create new systems that can run in the background, allowing you to focus on higher-value activities.?

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Automation Empowers OSCs??

Automation is a powerful tool that, when used correctly, can extend the career longevity of OSCs and enhance their effectiveness. By understanding the dos and don'ts of automation, OSCs can avoid burnout, improve efficiency, and maintain a high level of personalization in their interactions. At Shared Drive, we emphasize the importance of strategic automation, enabling OSCs to focus their energy on high-impact tasks and maintain their pivotal role within the team. Remember, the goal of automation is not to replace the human touch but to enhance it, allowing OSCs to work smarter, not harder.?

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