How do you know that your marketing, lead generation, and database building efforts are working? You have probably heard this before: you can’t manage what you don’t measure. This is especially relevant now as we wade into this virtual, unchartered territory. When it comes to virtual open houses, tracking their success is crucial for growing your business during this time.
To track your efforts, it is important to use Key Performance Indicators (KPIs). Their data shows you what is working and what is not. The more diligent you are with tracking these metrics, the more information you will have to work with on your business plan moving forward.
For each virtual open house that you host, these are some of the KPIs you are encouraged to track:
- The number of invites sent out
- The number of people that opened those invites
- The number of people that clicked on the invite once opened
- The number of people that RSVP’d yes to the invite
- The number of people that attended the virtual open house from your invite list
- The number of those attendees that were added to your database
- The number of those new database contacts that booked an appointment
- The number of those appointments that turned into a sales result
This data gives you quite a bit to work with, and there will be lots of tracking and tailoring of approach that will ensue. If, for example, there is a low number of clicks and opens, try a different layout, style, or copy on the invite. Compare the new invite numbers to the old ones; this is called A/B testing. When you realize which invite is most effective, you can leverage that knowledge for future virtual open houses. Perhaps tons of people RSVP’d to the open house but not many actually showed up. That might indicate that you should add an extra step; a reminder the day before and the day of the open house.
Here are some other tips to ensure your virtual open house is successful:
- Test your tech before the big day and on the day of
- Outline your key talking points and keep it conversational
- Ask team members to attend and ask questions
- Save the recording for buyers who weren’t able to attend the open house so that you can leverage it and send it to them digitally
Do your best to treat your virtual open houses like the usual in person ones. Talk to your attendees like they are there with you and leave lots of time for questions and conversation.
If you have questions about tracking your KPIs or need help creating your business plan during this time, contact us. For further insight, tune in to Mary-Anne’s Facebook video on KPIs and Virtual Open Houses or contact us by emailing admin@redapplecoaching.ca.
