Survey Booker Lead Response Study - 2020
We enquired with 132 surveying firms to see how quickly they responded to a new enquiry and to take a look at the opportunities available to improve lead conversion rates.
Responding to leads in a timely manner is, or should be, a key focus of any business. Doing this consistently is difficult as workloads fluctuate. Capacity is fixed whilst the workload changes resulting in a varied customer experience.
Following the easing of lockdown we contacted 132 surveying firms to see how quickly each one would respond to a quote enquiry.
Studies on response time in other industries have shown varying response statistics. One factor they all agree on – it is important to respond fast to win a sale.
How we did our research
Results: Response Time
Nearly 10% of firms responded within 5 minutes and over 46% responded within an hour of receiving our enquiry
You must be responding within the first hour to be in a good position to convert your leads and ideally you want to be one of the first companies in the first 5 minutes. The first responder can add the most value to the customer. Each subsequent responder can provide less new information and therefore less perceived value. For very slow replies, it signifies potential difficulties in speaking to you later on about their report.
Results: Response Quality
There was a dramatic difference in the content of responses. As an early touch point with a customer it’s important to set the right tone.
Not only do you need to be first to increase your chance of converting your leads you need to have a good first response. A response of just 6 words is unlikely to engage your prospect. Whilst you may need to request more information in order to be able to quote, offering details about the quality of your service gives your potential customer reason to respond as they hear back from other surveyors.
Not every customer is ready to go ahead straight away. Leads have a value whether paid for or achieved through word of mouth so don’t let them go to waste. There is a great opportunity for the surveyors that choose to follow up with their leads rather than just ignoring them after the first contact and leaving them for someone else to convert.
Results: Website Quality
Customers need to feel encouraged to make that enquiry. Does your website provide confidence or give the wrong message?
Getting traffic to your site is the start of the battle. Once there you don’t want to lose it due to basic mistakes. If your website lacks a security certificate you will also lack enquiries from your website. Not only do search engines often display a warning message before customers even reach your website asking the customer if they really want to visit it, customers will very often not submit details via an insecure site. Who wants their data to be potentially intercepted?
Results: Website Contact Methods
We reviewed how many options a customer had to make contact. Different customers have different contact preferences. If you don’t secure the enquiry, you can’t follow up.
We live in a world of instant gratification. An email address or a contact form just isn’t that enticing (nor are contact forms that are labelled a quote form). A quote form offers the opportunity to increase enquiries. You can still submit a bespoke quote if you prefer but you’ll encourage more leads to enquire in the first place and you can immediately provide the prospect details about the service they’ve enquired about whilst they wait for your call.
Solutions to Boost your Business
Survey Booker has enabled us to create a managed flow of leads from a range of different sources. This has in turn led to a lot less manual work for the team, and created a smoother customer journey. Our sales account managers now have more time for direct sales, and our customers are able to see updates in their customer portal without having to email or phone our team and wait for a response.
White Horse Surveyors