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The Follow-Up Gap.
We secret shopped 1,100+ communities for 30 days. Here's what the top 15% do differently.
- more tours at the top 15% of communities, using email, text, and phone
- 6x
- more tours at the top 15% of communities, using email, text, and phone
- faster replies from top communities than the average community
- 4.5x
- faster replies from top communities than the average community
- of communities stop all follow-up within 15 days
- 47.6%
- of communities stop all follow-up within 15 days
The top 15% vs. everyone else.
Same leads. The difference is channels, speed, and persistence.
| Capability | Top 15% | Average community |
|---|---|---|
| Channels used | Email, text, and phone | 1 to 2 |
| Average response time | 8 hours | 36 hours |
| Touchpoints per lead | 10.89 | 5.58 |
| Tours generated | 6x the average | The baseline |
Where 1,100 communities land.
85% stick to one or two channels. Only 15% use all three.
- Email and phone
- 26%
- Email only
- 23%
- All three channels
- 15%
- Email and text
- 15%
- No follow-up
- 14%
- Other combinations
- 7%
Close the gap in three weeks.
The report's plan, one change a week.
- 1
Week 1: Add texting.
Texts see about 90% open rates, against 19% to 23% for email.
- 2
Week 2: Follow up for 30+ days.
It takes about 8 touches to earn a tour and 10 to earn an application.
- 3
Week 3: Plan the calls.
Set call days (1, 5, and 10) and script answers to the questions renters ask most.