1. Lead Introduction:
- Automated Text: FinanceVine sends a personalized text to the lead, introducing them to their assigned mortgage agent. The text prompts the lead to choose their preferred communication method (text or phone) and offers to answer immediate questions.
- Email: An email containing the agent’s full contact information is also sent to the lead.
2. Maximizing contact rates:
- Forwarding Responses: Any replies to the introductory text or email are directly forwarded to the assigned agent, enabling immediate and seamless communication.
- Call Forwarding: If the lead calls the number used for the automated text, the call is forwarded to the agent.
3. Data Capture and Distribution:
- Inquiry Details: FinanceVine pushes all the collected lead information to both the “ROAS sheet” and “Orders sheet” – internal Google Docs/Excel files. That you have exclusive access to.
- ROAS Sheet Focus: This sheet tracks conversion data to optimize marketing campaigns (details covered in section 5 of this article)
- Orders Sheet Focus: This sheet is your master record of all leads generated on any given month with FinanceVine.
- Optional CRM Integration: If the agent chooses to integrate their CRM with Financevine’s system, the lead will also automatically be pushed to the CRM tagged as a FinanceVine lead with the appropriate fields mapped to the appropriate places (name to name, phone number to phone number, etc)
4. Response Rate and Engagement:
- Average ~50% Response Rate: FinanceVine observes an average 50% monthly response rate across text, email, and call channels. The bulk of which comes as a reply to the introduction text message.
- Text Message Dominance: Text messages are the most popular communication channel for leads. We’ve seen this in all age brackets of clients. Anyone under the age of 70 will typically text back before answering the phone to an unrecognized number. The emphasis on text communication reflects current consumer preferences and provides a foundation for effective engagement strategies.
- Consultation Emphasis: FinanceVine encourages agents to leverage the “consultation” framing in the introductory text to encourage phone calls and deeper engagement. (Sales strategies elaborated on in another article here).
Key Takeaway: FinanceVine’s post-verification introduction process prioritizes immediate, multi-channel communication to connect leads with their assigned agents. The system is designed to facilitate a smooth handover, empower agents with lead information and responses, and track key data for campaign optimization.