Keeping Things Simple: Lead Segmentation for OSCs

Online Sales Counselors (OSCs) play a pivotal role in managing and converting online leads into sales. A critical aspect of their job, often misunderstood and underutilized, is lead segmentation. While many believe that lead segmentation is solely the domain of marketing, the reality is that it is the core of what an OSC does. Understanding and effectively implementing lead segmentation can dramatically enhance the efficiency and success of OSCs.

Myth: Lead Segmentation is Only for Marketing

Truth: It’s Equally Vital for OSCs

?The misconception that lead segmentation belongs only to marketing is widespread but misguided. Lead segmentation is not just a marketing tool; it’s an essential strategy that OSCs must master. While the marketing team may create the overarching strategy, OSCs need to understand their database thoroughly to tailor their approach effectively.

The Role of OSCs in Lead Segmentation

OSCs should have a hand in the segmentation process. This does not mean they take over the marketing role but rather collaborate closely with the marketing team. The synergy between marketing and OSCs ensures that both parties understand the full purpose and strategy behind their efforts.

Understanding lead segmentation allows OSCs to engage leads more effectively. They can prioritize responses, nurture long-term prospects, and follow up with the right messages at the right times. This deeper understanding of their leads transforms their outreach from a general effort into a targeted, efficient, and personalized approach.

Common OSC Segments

To effectively implement lead segmentation, OSCs can start with the following basic categories:

1. Response: Leads that have responded to initial outreach.
2. No Response: Leads that have not responded to any outreach efforts.
3. Long-term Nurture: Leads that are not ready to buy now but may be interested in the future.

These segments form the foundation for more detailed and tailored lists, allowing OSCs to focus their efforts where they are most needed.

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Best Practices for Lead Segmentation

To maximize the effectiveness of lead segmentation, OSCs should follow these best practices:

1. Collaborate with Your Sales Team: Understanding the goals of the sales team helps OSCs create targeted lists that align with those objectives.
2. Create Detailed Lists: Break down your segmentation by year, quarter, month, and week to maintain focus and organization.
3. Plan Like a Social Media Calendar: Just as you would plan social media content, plan your lead segmentation. Understand the builder’s yearly goals, launch schedules, and weekly focuses.

A well-focused approach to lead segmentation ensures that no lead is overlooked and that each outreach effort is as effective as possible.

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Implementing Lead Segmentation

Let’s break it down step-by-step. If a builder aims to sell 1000 homes in a year, and there are specific communities to focus on, you start segmenting from a high level (annual goals) down to weekly targets. For instance, if the focus this week is on promoting a new model in Sedona, create a segment specifically for that community. This does not detract from other goals but ensures that weekly efforts are aligned with broader objectives.

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Real-World Example

Consider this scenario: An OSC manages 9000 leads, 940 prospects, and 400 opportunities. Leads being those who have inquired or signed up for more information, prospects being those who have received more information and responded, and opportunities being those who have appointments set with the sales team.[1]?

Upon reviewing these segments, the OSC realizes there’s a lack of follow-up on opportunities. By segmenting leads based on their response and engagement levels, the OSC can create targeted nurture sequences. For instance, prospects that haven’t responded in a month can receive a different sequence than those who responded last week.

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Daily Planning with Lead Segmentation

To stay organized and focused, OSCs need to start each day with a clear plan. Outline your mandatory tasks first, then decide which segment to address based on your builder's needs and upcoming goals. For example, if you have an event with Realtors, focus on that segment. If there's a surge in interest for move-ins within the next 90 days, prioritize those leads. Tailor your outreach to ensure you meet both your builder’s objectives and your customers' needs efficiently.

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Types of Lists

To further streamline your segmentation process, it’s crucial to understand and utilize different types of lists. These lists can be categorized into active and static lists, each serving distinct purposes and helping OSCs maintain an organized and efficient outreach strategy.

Active Lists: Large, dynamic lists that are continuously updated.

●????? Realtors: Divided by markets or regions.

●????? Newsletters: Subscribers interested in updates.

●????? New Communities: Prospective buyers for new developments.

●????? New Features/Interests: Leads segmented by specific interests.

Static Lists: Specific, one-time use lists for particular objectives.

●????? Community-Specific: For communities struggling to sell specific lots.

●????? Objective-Based: Tailored lists to meet particular sales goals.

●????? Segmented Realtors: Customized lists for Realtors based on their activity and the type of buyers they bring in.

●????? Homeowners: An evangelist list for referrals and testimonials.

The Power of Effective Lead Segmentation

Lead segmentation is not just a marketing strategy; it’s a fundamental practice that OSCs should embrace. By understanding and implementing effective segmentation, OSCs can improve their efficiency, meet their builder's goals, and ultimately drive more sales. Remember, collaboration between marketing and sales is key, and a well-segmented lead list can be the difference between a missed opportunity and a closed sale.

At Shared Drive, we believe in the power of simplicity and organization. Keeping things simple, like effectively segmenting your leads, can lead to extraordinary results. If your OSCs aren’t utilizing the power of effective lead segmentation, they would benefit from training with our top-performing OSCs. To learn more about our OSC training services, click here.

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