Objectives & Marketing Strategy

Implement an end-to-end marketing solution for the Country Home Buyers team that streamlines, optimizes and integrates lead generation, remarketing, email communications and the sales process.

Marketing Strategy:

The primary objectives for Green Dot are to reduce costs and improve lead quality by implementing an end-to-end sales and marketing solution. As a secondary objective, we aim to improve the sales process to achieve a higher closing ratios by optimizing and automating supporting communications for each stage of the sales funnel.

At the heart of the proposed marketing solution is a marketing automation platform (ActiveDemand) that is able to identify, track and message each prospect individually. Once a prospect has visited the new website, ActiveDemand will integrate and allow us to manage remarketing, email drip messages, and even serve dynamic website content for prospects when they return to the site.

Using search engine and social media marketing, Green Dot will make initial contact with prospects seeking to sell their home fast for cash.  Each prospect will be linked to a website landing page from where they can inquire by phone or via web form.

Once a prospect makes contact – either by phone or via the site – they are enrolled in the display ad remarketing campaign and the email drip communications. As a result, prospects will be reminded as to next steps when they surf the web and check their emails. The drip emails could focus on educating prospects about the step by step process involved in selling their home, as well as prepare them for the home imspection. All the while, Country Home Buyers gets a 2nd, 3rd and 4th opportunity to stay in contact and close the deal.

Our solution also includes integrating ActiveDemand with your CRM to ensure tracking lead quality and ROI is possible. Integration with Salesforce not only allows for enhanced lead performance tracking, it can also trigger the appropriate email drip messages for each stage of the sales cycle automatically – and stop sending them automatically when the prospect converts.

Green Dot carefully tracks and analyzes the results of each lead generation and nurture campaign, chart which inquiries originate via a web contact form or by phone and report on cost per lead by channel. Our primary objective is to optimize your campaigns to achieve the lowest cost per lead possible.

Account management, website optimization and email drip campaign optimization is included with this services agreement. Additionally, our research indicates that there may be an untapped opportunity in the South Florida area targeting the hispanic market. Running ads for social media, search and retargeting in English and Spanish is included for search, social media and retargeting.