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Pay-Per-Lease Model Killing Your Budget?

Pay-Per-Lease Model Killing Your Budget?

Well, there are some companies (one in particular) that may not appreciate this post, but they are getting an unfair share of our marketing dollars in my opinion.  Here's my tip of the day to help you reduce the number of "I just want my $100 so I'm going to say I heard about you on Blah.com" people.

Don't ask them "How did you hear about us?"  Ask, "Have you been here before?"  You will be amazed at how many people will say, "yes," or tell you they've driven by before.  You can then ask a follow-up question like, "Did you research us online, or find information about the community anywhere?"  This way, source one = referral or drive-by, source two = whatever.com or guide. 

Even if a prospect has heard about or driven by a property before, many are aware of the $100 fees for using Blah.com.  According to the policies, you don't have to pay a fee if their primary source is a referral or drive by.

 Enjoy your day!

 Mj

 
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Another way to help keep up with those situations is to use your lead manager to keep track of individuals using their name, email, or phone number to see what contact they may have made prior to submitting a "blah.com" lead. The trick is making sure your leads from all sources are getting inserted in ways that don't make more work for you.

  steve bertolacci
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Thanks for the comment Steve. Good tip.

  Mark Juleen
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Just to play a little devils' advocate by taking into a couple points of view. I used to hold the opinion that it's no mistake that a pay to play business model for the websites like "blah.com" lends itself to a disadvantage to the property. And, doesn't necessarily lend itself to honesty on the part of the customer. However, blah.com does have a limit of how many leads (max) a property will have to pay in any given quarter. And, make no mistake - blah.com in our neighborhood does have a great web presence.

And, as I am a decision maker in these instances I have often been perceived by the customer as being unfair by citing other sources that may have been mentioned. So, I am no longer willing to present any negative outcome to those that seek the payout from the site. These days, I pay up knowing there is a maximum of the referrals we have to pay (by the way I rarely pay the max on a 535 unit bldg). And, the customer is happy. Maybe every know and then blah.com will have to take the hit!

  Kathleen Silver

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