In my Big Canoe search result post, I was very excited because our listing was at the top of the list and the inquiries were flowing in. Now, I had a new problem - a lot of inquiries with the same questions and no follow through.
Renting homes is considered business-to-consumer (BtoC), correct? Well, I was experiencing a fundamental business-to-business (BtoB) problem - I was generating poor quality sales leads and I was spending my time responding to those leads and not generating any sales. I needed to do two things: 1. Make my copy more attractive - really sell the experience. 2. In the process of selling the experience, answer all the commonly asked questions.
What happened? The inquiries dried up and I panicked. Yet, instead of throwing out the copy, I tested something else - the price. I created a "Value Guaranteed" offer - find a comparable house for a better price and we will match it + 5%.
Are the inquiries flowing in again? No, now it is more of a trickle. But, the ones that do come in close. September is practically booked and we're now working on October and November. Have we had to use the "Value Guaranteed" yet? No. It is creating the perception that this is the best deal going. Short of Clark Howard, no one will take the time to find something else... Or at least that's the hope.
What else is going on? A survey was sent out to those who decided not to rent. We offered a $5 Amazon gift certificate and no one has answered. Amazing! We've also had professional photographs taken of the house and the rooms - next step flyers.
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