“The leads are bad!” “The lead is unqualified.” “They won’t respond!”
Does this remind you of any of your sales reps? Sure, sometimes they may need to work harder to nurture and close deals, but perhaps the leads are in fact bad. Maybe the person who raised their hand and filled out a form on your website is unqualified? Sometimes the sales reps are telling the truth. But what can you do about it?
Here are a few tips to identify and eliminate poor quality leads from filling out forms on your website and getting to your sales reps in the first place:
1. Use Clear and Specific Form Fields:
Ask for relevant information that helps qualify leads, such as age, location, care needs, and timeline for moving. Vague or incomplete responses can be a red flag for a low-quality lead.
2. Track Engagement Metrics:
Monitor how leads engage with your website and content. High engagement, such as multiple visits or interactions with key pages, can indicate a more qualified lead.
3. Score Leads:
Implement a lead scoring system based on various criteria, such as demographics, engagement level, and actions taken on your website. This can help prioritize high-quality leads for follow-up.
4. Qualify Leads with a Follow-Up Process:
Have a structured follow-up process in place to further qualify leads. This could include phone calls, emails, or surveys to better understand their needs and intentions.
5. Review and Analyze Lead Data:
Regularly review and analyze lead data to identify patterns or trends that may indicate poor quality leads. Adjust your form and qualification process accordingly.
Bonus!
Here are a few more tips specific to Google Ads and how to ELIMINATE Disqualified leads from clicking on your ads and filling out forms.
1. Use Negative Keywords:
Utilize negative keywords to prevent your ads from showing to users searching for irrelevant or non-converting terms. For example, if you provide independent living services, you might want to exclude terms like “nursing home” or “assisted living” to avoid attracting leads looking for different types of care. If you provide assisted living services, you’ll want to exclude “retirement home” or “55+ community.”
2. Look at the data in your CRM:
Google Ads may show a lot of “conversions,” but not all conversions are created equally. Go one step further and look at your CRM to see if you can identify which keywords or landing pages generated leads that were later disqualified. Google will show you what led to the lead filling out the form or calling, but your CRM will show you what happened after. Pay attention to trends that are wasting your money and leading to disqualified leads and eliminate those keywords and landing pages. Or fix them. Stop paying for bad leads. Your Sales reps will appreciate it.
3. Create Highly Targeted Ads:
Craft your ad copy to be specific and relevant to your target audience. Use language and messaging that resonate with seniors or their family members looking for senior living options. This can help attract more qualified leads who are more likely to convert.
4. Implement Geotargeting:
Target your ads to specific geographic locations where your target audience is located. This can help you reach leads who are more likely to be interested in your senior living community based on their proximity to your location.
5. Monitor and Optimize Campaign Performance:
Regularly review your campaign performance metrics, such as click-through rate (CTR), conversion rate, and cost per conversion. Identify keywords or ads that are generating low-quality leads and make adjustments to improve targeting and ad messaging.
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