MY NAME IS PAUL GIANNOTTI
- I'm the founder of ROI Obsession
- 15 yrs digital advertising professional
- 8+ yrs direct response copywriting experience across 30+ industries
- 3+ yrs Strategy & Research lead at www.realestate.com.au
Click / tap to connect on LinkedIn:
some Property brands I'VE HElped grow
Over the last 18 months
Partnering with leading developers, this unique approach to running digital ads for new home sales is generating qualified leads at scale.
helping SELl ALL TYPES OF PROJECTS 🤝
Townhouses & Townhomes
Apartment Projects
Higher End Luxury Developments
Even Rural, Investor Focused House & Land
$85,000,000+ IN SALES FOR MELBourne Townhouse sales Team
✅ 10,000+ qualified sales leads generated.
✅ Sales team converting 1% into sales.
✅ Sold 100+ properties so far at an average sale value of $854,633.
✅ ROI on marketing spend sitting at 1,388% (13X)
1.3% LEAD to sale rate for a leading perth luxury apartment developer
✅ Lead to sale conversion rate 1.3% across both Google (Search, Demand-Gen & YouTube) and Meta (Facebook & Instagram).
✅ ROI on marketing spend sitting at 1,807% (18X)
property HAS A long buying cycle
Research from Think By Google reports that the average home buyer journey takes 19.7 months.
High-level property purchase journey:
Looks pretty straightforward, right?
Wouldn't it be easy if it was a simple, linear pathway like this?
If buying a home was akin to hiring an emergency locksmith, all we'd need to do is be on REA, Domain and Google Search.
But if you've been in property for a while, you'll know…
The HOME buying journey is anything but linear
Here's one example:
A more accurate way to visualise the journey
Buyers will dip in and out of Active Search mode.
But they will spend the majority of their time in Consideration.
That's because over an 18 month timespan…
They're not actively looking through property listings every single day.
However they are in the market.
This explains why many sales occur 3-6 months after an initial LEAD
Prospects will often reach out, be interested, however not quite ready to move forward.
There's a range of reasons for this (which we'll explore in this guide).
Some are outside of your control.
However many obstacles to moving forward can be overcome, with the right information, support and advice.
We may not like it, but an extended buying journey a fact of life, and needs to be dealt with.
Do you see the problem here?
Unless you just hired a new Sales Manager by the name of Clark Kent, not all leads are going to get the time and attention they really deserve.
Let's face it.
The majority of the time, most leads are being nurtured for...
7-10 days.
2-3 weeks if we're being generous.
When we look at the typical property buyer journey again…
A 2-3 week lead nurture process obviously misses the mark:
marketing needs to catch what slips Past sales
Your sales team are only human.
If you have a high volume of leads coming through, prospects will slip through the cracks, even with the best sales teams.
This is where your marketing needs to support sales with an effective, automated lead nurture program that is "constantly on" or lasts 12 months (minimum).
Without this, you'll miss a significant number of sales.
This document will help you solve the 4th new home sales constraint
Btw, read this document if you want to solve ALL these constraints.
the 'stranger to buyer' journey
By defining the home buying journey, we'll see how marketing goals evolve as prospects moves through this process.
This makes it clear where your lead nurture program fits in, and what we're trying to achieve.
The stages of the home buying process look something like this:
awareness
Obviously, if prospects don't know your project exists, they can't consider buying a property there.
This is why your top of funnel marketing activities operate, such as Ads, Listings, Social Media, and so on.
The focus here is to make prospects aware of your project.
Goal: Eyes on the project
interest
If they like what they see, they'll want more information about the project.
With effective lead-generation strategies in place, you'll convert visits to your Project Website / Conversion Funnel / Listings into leads.
Goal: Lead
Consideration
Once a prospect has reached out, both marketing and sales need to work together to progress the sale.
In the Consideration stage, you may deploy a range of marketing assets and initiatives designed to support the various sub-stages:
- Converting the lead to a sales appointment
- Maximising the appointment show rate
- Execution of the sales appointment itself
- Follow up processes after the sales appointment
For the purpose of this Email Lead Nurture Program, we'll focus on developing emails that support the lead into sales appointment conversion rate.
Goal: Sales appointment
What's stopping your prospect?
A helpful lens to think through your lead nurturing is to ask the question:
"What's stopping my prospects from moving to the next stage"?
Common obstacles and objections to new home sales include:
(FYI – these are just a FEW, there are many, many more).
Some of these are out of your control.
But a lot of them can be overcome, with the right information.
Our lead nurture program will systematically work through these objections, doubts and fears.
dismantle objections while Delivering Value and building trust
Here's the strategic "sweet spot" for our lead nurture series:
plan to CONTINUE weekly
People buy from people they 'Know', 'Like', and 'Trust'.
I think of it as needing to "keep showing up".
You want to constantly show up, so prospects see your brand and your sales person's name and face – over, and over, and over.
Week in and week out.
Familiarity breads trust
There's a ton of research stating that we need at least 7 exposures with a brand before we considering buying.
When it comes to property, I would argue it's much more.
Over a period of a 6 - 12 month buying cycle:
Every email you send has a chance to hook prospects and re-engage them with sales.
EXAMPLE lead nurture structure
It can be setup an infinite number of ways, which depend largely on you, your sales team and your wider marketing plan.
However below is an example structure I personally prefer, which ticks the boxes of the points we covered above.
✅ We front weight the first critical two weeks with emails every second day (to maximise brand exposure and build trust).
✅ Proceed to email weekly, always sending on different days and times (to maintain brand awareness and build the relationship over time).
Example automation plan (assume the lead comes in on a Monday):
easy to consume
Today's attention spans are conditioned to goldfish-level thanks to apps like Instagram & TikTok.
And we're busier than ever.
So we absolutely must make our emails easy to consume.
If your emails are full of massive walls of text, industry jargon, or in any way difficult to digest – you will lose your prospects' attention.
Here's a simple checklist for all your communications:
- Short sentences
- Simple words
- Lots of white space
- Writing at a 5th grade level
- Remove unnecessary words
- No long paragraphs
- Bullets when it makes sense
- Incorporate imagery
- Deliver value
- Call to action
A reminder of who's attention we're trying to win:
The "Perfect FOLLOW UP email"
Here's a simple, yet proven effective email structure:
HIGH LEVEL
ACTIVE CAMPAIGN
HUBSPOT
ENCHARGE
DRIP
KIT
KEY METRICS
How do we measure the success of our lead nurture email series?
Let's take a quick look at the Property Purchase Journey again:
The majority of prospects receiving these emails will still be in the Interest phase.
So our goal is to bring them into the Consideration phase.
Which means we can do away with vanity metrics that email marketers typical use such as Open Rates, Scroll Rates, and Click Through Rates.
We're purely interested in having prospects engage with Sales.
Our Key Performance Indicator:
🎯 Response rate.
We do that by measuring the response to our Call To Actions.
These will typically be:
✅ Direct replies to the email.
✅ Phone calls or SMS responses.
✅ Online calendar bookings.
✅ Registration of any online events, such as Investor Briefing Webinars.
✅ Downloads of any additional resources you offer, such as Suburb Trend Reports.
Scenario #1: No Long Term Nurture
In this scenario, the 120 leads were not contacted + another 162 which were not booked into an appointment. That's 282 leads per month. If these prospects are still early in the property journey, or for whatever reason not ready to take action, they go to waste.
Revenue impact
When you compare the cumulative revenue over the course of a 12 month period the difference becomes dramatically clear.
Assuming each property sale is worth $800,000.
