November 7, 2023 • 25 mins
Get ready to supercharge your lead generation strategy! As we peel back the layers on an innovative approach that last month alone, netted us over 4,000 leads, most of which were commercial, prepare to view your leads in a fresh perspective. This isn't about reinventing the wheel – it's about borrowing and tweaking successful tactics from other industries to fit your facility management business. A total game-changer, we'll show you how to recycle leads effectively, maximizing their potential and keeping them engaged through regular emails and call tasks.
Let's talk about technology and its role in streamlining your lead recycling workflow. If you thought HubSpot was just a CRM tool, think again. We’ll illustrate how to utilize HubSpot's reassignment tool to reassign AEs to thousands of contacts, and set up emails, SMSes and triggers to keep the workflow running smoothly. But the magic lies in tailoring this approach to your facility management company and the specific services or products you're offering.
Lastly, we’ll look into the heart of organic growth and its significance in your business. Why just reach out to potential listeners when you can turn them into subscribers? Subscribing to our email list opens up a world of opportunities – from exclusive webinars and training that help grow your business, to updates on our exciting new courses and offerings. So, buckle up and prepare for an exciting ride as we revolutionize marketing in the facility management industry.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:05):
So you're probably asking yourself how to
successfully grow a facilitymanagement company in today's
digital age while stillremaining profitable.
You know that marketing shouldprobably be in the mix, but you
may not know the best approach,the new strategies or which
digital platform is market on.
So how do you use marketing togrow your effort business today?
That is a question, and thispodcast will give you the
(00:27):
answers.
My name is Haverio Lozano Jr,and welcome to the Facility
Management Marketing Podcast.
A lot of going on.
(01:00):
I've got a lot of stuff tocover, but I'm going to break
these topics into differentthings, so you'll probably be
listening to a bunch of stuffthat is probably going to be
coming out.
Oh man, october, november,possibly into December, and it
might be a few months, a fewweeks older, but in my opinion,
(01:27):
some marketing stuff ages, somemarketing stuff does not, and
the stuff that I'm teaching youguys is evergreen kind of stuff,
so it works very well for awhile.
So, anyways, what I want todive into today is a topic that
(01:48):
we've been talking a lot aboutin our company, about generating
leads and then recycling theleads, and so this is kind of a
new strategy that we'veimplemented within our
organization.
So let me kind of paint thepicture.
We generate anywhere from 3,000to 5,000 leads per month,
(02:08):
depending on the type ofstrategies that we're
implementing, and I'm going tobe honest with you, I'm not
inflating these numbers.
Last month, I want to say, wegenerated like 4,100 or 4,200 or
something like that, and I wantto say like 3,000 of them or so
(02:29):
were commercial leads, like thetype of leads that our team
wants to work, because thosetends to be the better type of
lead to convert.
So we do this on a regularbasis, and our ad strategy does
very well.
Here is the challenge, though,is because we generate so many
leads, because people are justkind of like they're fascinated
(02:54):
by how they're able to get aquote.
We, you know, leads aren'tworked.
I'm not going to say they'renot worked to this fullest, but
they're worked and then like,sometimes, that person may not
be ready to be buying a wrap.
Now, again, if you're new tothis podcast and you're like
(03:16):
okay, why are you talking aboutthis?
I thought you were talkingabout facility marketing.
I am, and I always do this.
I always tell stories andstrategies and things that we're
doing in our company, and I'mgoing to teach you how you can
use it for facility management,marketing.
Okay, so it can be done.
I promise you like a lot of thestuff that I that I literally
(03:37):
run podcast on episodes on arethings that I've actually
physically have done in thefacility industry.
Okay, and if it's not been inthe facility industry, it's been
obviously in my position.
Or if it's not been in mycurrent role or I'm working,
it's been in other industries.
And just because you don't seethe strategy right now and be
like, well, it doesn't workuntil I'm you know someone in my
(03:59):
space does it, that's just astupid, that's a stupid
statement, that's done.
And I'm saying this becausejust because you haven't seen it
in your industry doesn't meanthat it's not going to be
successful.
Okay, you always want to modelwhat other industries and spaces
are doing and take note, Ididn't say copy, I said model.
(04:19):
You see what they're doing,like, oh, that's interesting, oh
, I like what they're doingthere, and then start taking
note and see how you can massagethat to fit your business, your
company, your strategies,whatever.
That is Okay, all right, let meget back off my my high horse
on this one.
So we generate all these leadsand the challenge that we have
(04:42):
is that a lot of these leads maynot be worked to its fullest,
to where the AES are working indifferent ways.
Now, if they have someonethat's warm, the AES do a very,
very amazing job at capturingthat warm lead and then getting
it over the goal line.
And I can't give you apercentage right now where we've
changed our tracking metrics,we've changed our metrics and
(05:07):
and ways that we're trackingstuff, and then I can give you a
better number.
So you can kind of say like,huh, that's interesting, I might
want to try to strive for thosenumbers.
So I'm thinking in you know,these numbers should probably be
more solidified in the nextcoming weeks, if not maybe a
month or so.
So we mean in our director ofsales his name is Nick came up
(05:28):
with this concept of recyclingleads and he's done this before
and this is not a new thing.
He's, he's seen it done in alot of industries.
It's, it's, it's, it happens.
Recycling leads is just likesometimes a new voice, sometimes
a new personality, sometimesWhatever it is something new
just tends to kind of like ah, Ilike that person better.
And so we came up with a newstrategy and recycling leads,
(05:50):
and so what we did is that wetook a list of contacts that
were commercial leads.
These are contacts that we'relooking to get their vehicle
wrapped, okay.
And what we kind of did is welooked at them and like, okay,
if they were before a certaindate and it was a, it was a
large list, it was like 15,000people that were not customers
(06:12):
and we're not converted oranything like that.
And they were worked.
They got several emails andphone calls and text messages
from our ae team.
Whoever it was assigned to,that member worked, that lead
accordingly, did well, and If itdidn't kind of go over, you
know, like they didn't respondor whatever, they kind of sit in
a certain status.
So when what we did is wereassigned these leads and by
(06:34):
reassigning these leads, nowthese contacts are getting a new
ae account executive that isgoing to be essentially getting
these contacts to learn a littlebit more about our company.
Now we kind of stumbled uponthis accidentally as well too.
So several weeks before that wewere I was doing some changes
(06:57):
in workflows and we had like arogue workflow slash Active list
that basically went rogue Okay.
So as soon as I changed acertain a lead status for one of
a bunch of leads that we hadfor one of our account
executives.
It basically pushed thesepeople into a workflow and it
(07:19):
essentially fired off likeThousands I'm not saying like a
few, you know a few, or you know20 or 30 or even a few hundred
thousands, okay, of emails andtext messages just fired off,
okay.
And thank God that there is aMechanism within HubSpot and
(07:41):
Google Suites that you can onlysend up to about a thousand
emails in a day, in a 25 hourperiod, and so, because
otherwise we've sent out a lotmore, but we definitely sent out
over 7,000, maybe 8,000 SMS'sand we were, we finally put a,
you know we, we finally pull atourniquet on this thing and and
and stopped the bleeding, ifyou will, and we figured out
(08:04):
what happened and we turned itoff, we fixed it and it's and
it's taken care of.
But was interesting that peopleare replying back.
People are like Actually, no, Ididn't get a rap.
Oh, no, you know, I, you know,I'm glad that you contacted me.
And others were like f you, Ihate you, which is fine, you get
that.
And we had a few deals closedand and and the mistake and this
(08:28):
wasn't a giant mistake, likewhen you consider, in the grand
scheme of things, we have Idon't know several thousands,
and when I say thousands,thousands, thousands of people
in our database.
This is a small, small sliverof that, and that's okay.
The beauty about all this,though, is this is that it kind
(08:48):
of gave proof to the concept oflike recycling leads actually
does work, because we had talkedabout it and we thought about,
like how could this work?
What do we want to do?
And so, when this mistakehappened and these people were
contacted for several months,and then, if not, maybe, a year
(09:08):
or two, and then this kind oflike invigorated some people
that were like, actually, yeah,I do need a wrap.
Recycling leads is a strategythat might be very, very useful
within your facilityorganization, and the reason I'm
saying this is because a newtone, a new tone of voice, a new
personality, a new person mightlift up opportunities.
(09:30):
I mean, I know for myself, likeseveral years ago, I bought a
boat from my dad.
He was selling it in Texas, andI was like, maybe I'll buy it,
and it wasn't a bad buy, but I'mjust I live in the wrong state
to have a boat, and so now we'rein the process of selling the
boat as we speak, and I wasworking on this company that was
(09:51):
going to sell the boat, butthen I needed to get more
documentation to them about liketitles and stuff like that, and
my dad had to get me that stuff.
And it was long story short.
I had spoken to the companythat initially got me the person
that initially got me startedto get the boat online to be
sold for like I don't know amonth or two months.
Well, then, all of a sudden,like I got an email and then a
(10:15):
text message and then a phonecall from this person, from the
same company, but a differentperson.
I'm like huh, interesting.
And then this personessentially was like hey, we
want to get your boat, you know,up.
You know, are you ready to goout?
Can take some pictures?
Yeah, let's do this.
And so it got things rollingand now the boat is on the
website.
If you want to buy a boat toMonterey, it's a nice boat and
(10:39):
you can find it online.
So with that, hopefully by thetime you hear that it's sold,
that's what I'm hoping for.
But anyways, with that, that'sjust an example of like hmm, new
person, new personality, justkind of got things going.
So then we mapped out what thisis going to look like.
So Nick and I sat down like,okay, what do you envision this?
(11:02):
And I said just write down likewhat you want this to look like
.
Like, and then like timetablesAt what point do we recycle
these leads to where they go toa new AE?
And so kind of looked at it andthen he's like, all right, I
think we should have this manyemails and I think we should
have this many SMSes.
I'm like, okay, cool, let'sjust try it and see what happens
.
(11:22):
So I built out the wholeworkflow.
So I built out the, the, theemails on what the communication
is going to be.
I built out the SMSes and whatthe the text messages are going
to be.
I built up the cadence of likehow often a new message is going
to go out.
I built out what's called atrigger, what's going to fire
this.
So what, what?
What we did is we wanted to getthis as as as hands off as
(11:44):
possible from our sales team towhere they don't have to go into
like a pool and go find leadsin there and then get them, you
know, pushed in.
It's just like it justautomatically just gets, gets
pushed into a new workflow at acertain point and we just want
to be kind of like a continuousthing.
But before we did that, weneeded to go through a list of
(12:05):
several thousand contacts andget them reassigned.
So HubSpot has you know, these,these things that you can, you
know, reassign AEs, and weessentially just took advantage
of that, that tool.
And so, from there, the firstemail that we wrote was like hey
, did you ever end up getting avehicle wrap?
And it was very simple If youdid, you know, that's fine.
(12:28):
If you didn't, you know, I'dlove to know why.
And you know, and and whateverit is.
Well, we sent out, like I think, four or five thousand emails
that first go around and weended up closing three deals
within, I want to say, 24 48hours.
I'm not kidding when I say this.
We ended up closing three dealswithin 24 to 48 hours.
(12:52):
Ok, I've got the numbers topack this up.
Now you might be saying, well,that's not very good at a 4000
contacts.
Mind you, this was a very lowlift on.
There are sales team, like theydidn't have to do anything.
It just literally got recycledLike oh yeah, glad that you
messaged me.
I'm interested.
We had like 50 someone peopleanswer.
(13:14):
The first email they replied,and then about half of those
were like you know, it's tooexpensive or whatever that is.
And so now you might be askinglike well, how can I use this
for facility management?
Well, here's the thing.
It depends on what service orservices or products you're
trying to sell.
Ok, now, if you're selling,like you know, ifm type services
(13:39):
, where you're basically, youknow, the aggregator, if you,
you know, and you essentiallyyou know, push off work to
different vendors throughout thecountry, for whatever, it can
still work, it just means thatthe conversation is different.
So the way you're gonna kind ofmap this out is that you'd have
(14:00):
an email that goes out a fewmonths.
If they're just like they'veghosted you no contact, no
communication for several months, then maybe it's like a six
month window or three monthwindow.
It depends on what your salecycle is and it depends on, like
, how it works for you guys.
Like this is all trial anderror, but I'm telling you,
(14:21):
sometimes you gotta test thesethings to see what it works, but
maybe it's six months, maybeit's six months after you've had
, like, you pitch and therehasn't really been a decision.
That league gets recycled, getsto another salesperson.
The first thing that should begoing out is something along the
lines of like hey Jack, this isTom at IFM nationwide.
(14:42):
Just reach it out to see if youguys ever made a decision on
selecting an IFM for whateveryour needs were about a year ago
or about six months ago.
If you didn't make a decision,no worries, that's great.
I hope it's all going well.
If you haven't, why haven't youmade a decision?
And can I help you withanything?
(15:03):
And I'm just giving you anexample.
So you go in there very open,just trying to get some answers,
and some people will reply backto you like look, you guys were
too expensive or you guysweren't able to do what I needed
you guys to do.
Oh well, now we can actually dothat.
Oh, you can now.
Okay, cool, maybe we shouldreinvigorate this conversation
(15:25):
again.
So what you're doing here isyou're trying to lift some life
out of the dead, and you do thisby going in there with a very
just, nonchalant type ofapproach.
Okay, and so that's kind ofwhat we did with our first email
and that got a ton of responses.
And then our second email islike I don't know five, six days
(15:45):
later and it was somethingalong the lines of like hey,
just talk to one of my headdesigner.
He said that there's an openspot available to do a design
mockup.
I mean, this is something thatyou can do for your second email
.
Something along the lines of hey, I was going across some demos
that we just did for somecustomers and they were really
(16:06):
impressed with something like X,y and Z.
They thought that otherfacility managers would really
benefit from it.
Maybe you'd be interested inlearning more about this.
I'd love to share with you andget your thoughts, your feedback
, something like that.
Or it could be like hey, we'relaunching a new product or we're
launching a new service thatmight interest you.
Would you be kind enough tokind of learn a little bit more
(16:29):
about it to see if it fits whatyou guys are looking for?
Or just give me feedback if youthink it's even a good product
or service that will help theindustry, things like that,
where facility managers or justpeople in general are kind of
guiding you and telling you yeah, that's really good or that's
not a good idea, that's horrible, that's great, whatever it is.
(16:49):
But you get this feedback loopand all of a sudden, so this is
in beta now.
Yeah, yeah, if you want this,we can do this.
You could be one of our trialcustomers.
We just ask that you give us areally strong testimony whenever
you're done with it, et cetera,et cetera, et cetera.
You can do things like that,and so it's just a matter about
how you want to kind of likecarve this up.
(17:10):
But the idea here is that youessentially recycle these leads
every I don't know three months,every six months, something
okay.
And then you change the message.
Maybe you change the tonality,maybe you change the offer,
maybe you change an approach,whatever it is, but you change
something up.
But it gives you another reasonto go back and ask again.
(17:32):
Okay, you're not necessarilyasking for the sale, you're
asking to see where they're atin the buying process, okay.
So sometimes, like for someorganizations where the
commissions are much higher, andsometimes that, like, some
people don't want that to happen, like the salesperson may not
(17:54):
want that lead to be taken outof their name, and in those
cases you gotta put them to somesort of status that essentially
you get to keep, especially ifyou're limited on lead count but
you're dollars that you sellare much higher.
So it just depends.
(18:14):
Now, could you do this recyclestrategy for, like your own
email, like your own leads thatyou haven't talked to in six
months?
Yeah, totally.
It won't have the probably thesame effect, but it could still
work.
You could still probably bringsome life back from the dead.
But I think this really works.
Whenever you recycle the leadsand you essentially take these
(18:35):
contacts and you reassign themto somebody else, like I said at
the end of the day, like ifyour salesperson isn't gonna
work that lead to the death ofit, give it to somebody else,
cause somebody else might do abetter job.
Okay, cause at the end of theday, it's the goal of the
organization hit certain numbers, and this is just another
strategy, this is another toolon the tool belt and so simple
(18:59):
strategy that we implemented.
Now, I'm not gonna say that it'sbeen foolproof the entire time,
mind you.
We have lots of contacts in ourdatabase and this is not a
bragging moment, this is justone of those things.
That's just the nature of whatwe're doing.
And so, with that, you knowtoday's feedback that I got from
(19:21):
the sales team.
They're like hey, we love thestrategy.
However, whenever text messagesgo out, we are getting
inundated with like some.
Some people say like who isthis?
And we're applying back likeI'm spending half a day, a full
day, just working these contacts.
Whenever I have new leads inthe pipeline that I have to be
working as well too, and I'mlike, ah, that totally makes
(19:44):
sense.
So we reworked the strategy.
We removed some stuff that waskind of becoming a um, how can I
say?
It was becoming more of like aproblem for the team and we
moved some messages up a littlebit higher until we came up with
the right solution.
Now, we had to do this becausethis is direct feedback from the
(20:08):
sales team, because we they'rethey're on a roll, they're
crushing it right now.
They're doing a good job.
That feedback loop is reallyimportant for us.
It's important for myself, andwhat this allowed me to do is
really just, you know, rethinkthis.
The next phase of this isthey're like hey, we want to
only have like 20 contacts goingto the workflow a day per
(20:32):
salesperson.
Okay, that's cool, we can dothat.
So then that's what we're goingto be doing next.
So the next iteration is goingto have roughly 20 contacts
going in every single day andthose 20 contacts will then be,
you know, put into the workflow.
They'll get a text message,they'll get an email, et cetera,
et cetera, et cetera, and thiswhole like workflow, they'll
(20:52):
they'll, you know, get recycled.
That recycle like strategy islike a 30 day strategy.
It's actually, to be honest,it's like 28 days, 27 days,
something like that.
So 30 days, whatever so, and ifnothing happens, then we will
probably revisit on re recyclingthem again.
So then they'll get re recycledto a new AE where they get
(21:17):
another text message, a fewemails, and then after that,
like after 30, 60, 90 days,whatever it is, they get re
recycled again to another AE.
And we do this to kind of stayin front of them.
Mind you, they're still gettingmarketing emails from our team,
okay.
Mind you, they're probablystill seeing um text, I'm sorry,
um, they're still seeing adsfrom us, okay.
(21:38):
So there were always front ofmind.
Unless this person opts out ofemails and they don't want to
have hear anything else from theAES, and you know they they
don't, then that's it and that'sfine.
So that's the strategy.
You can implement this for yourfacility.
I gave you some examples.
(21:59):
My recommendation is that it'sprobably a three to six month
window where you then re recyclethe leads.
If you have HubSpot, you canuse HubSpot to leverage that
technology to just essentiallyreassign contacts.
And then you're going to wantto probably have maybe a 30 to
60 day cadence of emails that goout and then maybe even call
(22:21):
tasks.
If you just call them, pick itup the phone, be like hey, jack,
he just want to follow up onregarding you know what you just
had, et cetera, et cetera, etcetera.
So that's that, that, thatwould be the strategy.
And then you know rinse andrepeat.
You just keep doing this.
Okay, and the nice thing aboutthis is that if you can create
this where it's automated onyour end, so if you have, like a
(22:44):
HubSpot I don't know ifSalesforce can do this, but I
know HubSpot can because wefigured it out but whatever the
case is, is that um try toleverage technology to make it
as hands off as possible.
Now, granted, we are workingwith like several thousands of
leads.
I'm talking like I think ourdatabase has anywhere roughly
(23:06):
about 150,000 contacts.
Again, not blow and smoke upyour ass Like this.
Is true, I look at our numbersall the time, um, and not all of
them are like oh, these are ahundred percent amazing, great
quality leads Like we.
We know that they're not allamazing, we get that, but where
(23:26):
I'm coming from is is that thisis giving our team some like
getting low hanging fruit andthis proven itself.
It works All right.
So, all right.
Three things at the end of mypodcast I always ask for.
Number one please give us afive star review on Spotify or
Apple Podcast.
Number two if you're notconnected with me on LinkedIn,
please connect with me onLinkedIn.
I spend most of my time onthere.
(23:48):
I respond to DMs.
If you are like, hey, I want apodcast episode about this, I'm
happy to do it, totally happy todo it.
Or if you have questions orcomments you're like, hey, I'm
loving these kinds of podcastsyou're doing about these things.
Cool, tell me.
Give me that feedback, luke,it's amazing.
And the last thing is pleaseshare this podcast, this podcast
.
By the time this episode is out,we're probably over 5,000
downloads.
Now you might be thinkingthat's not that many.
(24:09):
To me it's a lot, because we'vegrown this podcast organically,
like straight up, organically.
Okay, if you came across thispodcast as probably because
someone you have shared it withyou.
You somehow Google something oryou search something in one of
the podcast platforms thatyou're using, or I reached out
to you via DM, like I personallyreached out to you, but like,
hey, I've got this new podcast.
So with that, if you can dothose three things, that'd be
(24:33):
great.
Other than that, have a greatday.
All right guys.
Thanks for taking a listen toour facility management
marketing podcast Secrets.
This is your host, javierLozano Jr.
One other ask I've got for youguys is to subscribe to our
email list.
You can go toboldermediasolutionscom slash
email and that way you can getupdates on some marketing trends
(24:53):
that I'm seeing, somestrategies that I'm executing
and, more importantly, I'll beactually launching some webinars
and training that's gonna helpyour company use marketing
strategies to essentially growyour business.
We'll be doing some training,offering some courses, that sort
of stuff.
So you can always unsubscribeto that email list.
It's no big deal, it's notgonna hurt my feelings.
This is more for facilitymanagers, I'm sure facility
(25:16):
management companies that wantto grow their business by using
marketing.
All right guys, thanks a lotand have a great one.
So you're probably asking yourself how to
successfully grow a facilitymanagement company in today's
digital age while stillremaining profitable.
You know that marketing shouldprobably be in the mix, but you
may not know the best approach,the new strategies or which
digital platform is market on.
So how do you use marketing togrow your effort business today?
That is a question, and thispodcast will give you the
(00:27):
answers.
My name is Haverio Lozano Jr,and welcome to the Facility
Management Marketing Podcast.
A lot of going on.
(01:00):
I've got a lot of stuff tocover, but I'm going to break
these topics into differentthings, so you'll probably be
listening to a bunch of stuffthat is probably going to be
coming out.
Oh man, october, november,possibly into December, and it
might be a few months, a fewweeks older, but in my opinion,
(01:27):
some marketing stuff ages, somemarketing stuff does not, and
the stuff that I'm teaching youguys is evergreen kind of stuff,
so it works very well for awhile.
So, anyways, what I want todive into today is a topic that
(01:48):
we've been talking a lot aboutin our company, about generating
leads and then recycling theleads, and so this is kind of a
new strategy that we'veimplemented within our
organization.
So let me kind of paint thepicture.
We generate anywhere from 3,000to 5,000 leads per month,
(02:08):
depending on the type ofstrategies that we're
implementing, and I'm going tobe honest with you, I'm not
inflating these numbers.
Last month, I want to say, wegenerated like 4,100 or 4,200 or
something like that, and I wantto say like 3,000 of them or so
(02:29):
were commercial leads, like thetype of leads that our team
wants to work, because thosetends to be the better type of
lead to convert.
So we do this on a regularbasis, and our ad strategy does
very well.
Here is the challenge, though,is because we generate so many
leads, because people are justkind of like they're fascinated
(02:54):
by how they're able to get aquote.
We, you know, leads aren'tworked.
I'm not going to say they'renot worked to this fullest, but
they're worked and then like,sometimes, that person may not
be ready to be buying a wrap.
Now, again, if you're new tothis podcast and you're like
(03:16):
okay, why are you talking aboutthis?
I thought you were talkingabout facility marketing.
I am, and I always do this.
I always tell stories andstrategies and things that we're
doing in our company, and I'mgoing to teach you how you can
use it for facility management,marketing.
Okay, so it can be done.
I promise you like a lot of thestuff that I that I literally
(03:37):
run podcast on episodes on arethings that I've actually
physically have done in thefacility industry.
Okay, and if it's not been inthe facility industry, it's been
obviously in my position.
Or if it's not been in mycurrent role or I'm working,
it's been in other industries.
And just because you don't seethe strategy right now and be
like, well, it doesn't workuntil I'm you know someone in my
(03:59):
space does it, that's just astupid, that's a stupid
statement, that's done.
And I'm saying this becausejust because you haven't seen it
in your industry doesn't meanthat it's not going to be
successful.
Okay, you always want to modelwhat other industries and spaces
are doing and take note, Ididn't say copy, I said model.
(04:19):
You see what they're doing,like, oh, that's interesting, oh
, I like what they're doingthere, and then start taking
note and see how you can massagethat to fit your business, your
company, your strategies,whatever.
That is Okay, all right, let meget back off my my high horse
on this one.
So we generate all these leadsand the challenge that we have
(04:42):
is that a lot of these leads maynot be worked to its fullest,
to where the AES are working indifferent ways.
Now, if they have someonethat's warm, the AES do a very,
very amazing job at capturingthat warm lead and then getting
it over the goal line.
And I can't give you apercentage right now where we've
changed our tracking metrics,we've changed our metrics and
(05:07):
and ways that we're trackingstuff, and then I can give you a
better number.
So you can kind of say like,huh, that's interesting, I might
want to try to strive for thosenumbers.
So I'm thinking in you know,these numbers should probably be
more solidified in the nextcoming weeks, if not maybe a
month or so.
So we mean in our director ofsales his name is Nick came up
(05:28):
with this concept of recyclingleads and he's done this before
and this is not a new thing.
He's, he's seen it done in alot of industries.
It's, it's, it's, it happens.
Recycling leads is just likesometimes a new voice, sometimes
a new personality, sometimesWhatever it is something new
just tends to kind of like ah, Ilike that person better.
And so we came up with a newstrategy and recycling leads,
(05:50):
and so what we did is that wetook a list of contacts that
were commercial leads.
These are contacts that we'relooking to get their vehicle
wrapped, okay.
And what we kind of did is welooked at them and like, okay,
if they were before a certaindate and it was a, it was a
large list, it was like 15,000people that were not customers
(06:12):
and we're not converted oranything like that.
And they were worked.
They got several emails andphone calls and text messages
from our ae team.
Whoever it was assigned to,that member worked, that lead
accordingly, did well, and If itdidn't kind of go over, you
know, like they didn't respondor whatever, they kind of sit in
a certain status.
So when what we did is wereassigned these leads and by
(06:34):
reassigning these leads, nowthese contacts are getting a new
ae account executive that isgoing to be essentially getting
these contacts to learn a littlebit more about our company.
Now we kind of stumbled uponthis accidentally as well too.
So several weeks before that wewere I was doing some changes
(06:57):
in workflows and we had like arogue workflow slash Active list
that basically went rogue Okay.
So as soon as I changed acertain a lead status for one of
a bunch of leads that we hadfor one of our account
executives.
It basically pushed thesepeople into a workflow and it
(07:19):
essentially fired off likeThousands I'm not saying like a
few, you know a few, or you know20 or 30 or even a few hundred
thousands, okay, of emails andtext messages just fired off,
okay.
And thank God that there is aMechanism within HubSpot and
(07:41):
Google Suites that you can onlysend up to about a thousand
emails in a day, in a 25 hourperiod, and so, because
otherwise we've sent out a lotmore, but we definitely sent out
over 7,000, maybe 8,000 SMS'sand we were, we finally put a,
you know we, we finally pull atourniquet on this thing and and
and stopped the bleeding, ifyou will, and we figured out
(08:04):
what happened and we turned itoff, we fixed it and it's and
it's taken care of.
But was interesting that peopleare replying back.
People are like Actually, no, Ididn't get a rap.
Oh, no, you know, I, you know,I'm glad that you contacted me.
And others were like f you, Ihate you, which is fine, you get
that.
And we had a few deals closedand and and the mistake and this
(08:28):
wasn't a giant mistake, likewhen you consider, in the grand
scheme of things, we have Idon't know several thousands,
and when I say thousands,thousands, thousands of people
in our database.
This is a small, small sliverof that, and that's okay.
The beauty about all this,though, is this is that it kind
(08:48):
of gave proof to the concept oflike recycling leads actually
does work, because we had talkedabout it and we thought about,
like how could this work?
What do we want to do?
And so, when this mistakehappened and these people were
contacted for several months,and then, if not, maybe, a year
(09:08):
or two, and then this kind oflike invigorated some people
that were like, actually, yeah,I do need a wrap.
Recycling leads is a strategythat might be very, very useful
within your facilityorganization, and the reason I'm
saying this is because a newtone, a new tone of voice, a new
personality, a new person mightlift up opportunities.
(09:30):
I mean, I know for myself, likeseveral years ago, I bought a
boat from my dad.
He was selling it in Texas, andI was like, maybe I'll buy it,
and it wasn't a bad buy, but I'mjust I live in the wrong state
to have a boat, and so now we'rein the process of selling the
boat as we speak, and I wasworking on this company that was
(09:51):
going to sell the boat, butthen I needed to get more
documentation to them about liketitles and stuff like that, and
my dad had to get me that stuff.
And it was long story short.
I had spoken to the companythat initially got me the person
that initially got me startedto get the boat online to be
sold for like I don't know amonth or two months.
Well, then, all of a sudden,like I got an email and then a
(10:15):
text message and then a phonecall from this person, from the
same company, but a differentperson.
I'm like huh, interesting.
And then this personessentially was like hey, we
want to get your boat, you know,up.
You know, are you ready to goout?
Can take some pictures?
Yeah, let's do this.
And so it got things rollingand now the boat is on the
website.
If you want to buy a boat toMonterey, it's a nice boat and
(10:39):
you can find it online.
So with that, hopefully by thetime you hear that it's sold,
that's what I'm hoping for.
But anyways, with that, that'sjust an example of like hmm, new
person, new personality, justkind of got things going.
So then we mapped out what thisis going to look like.
So Nick and I sat down like,okay, what do you envision this?
(11:02):
And I said just write down likewhat you want this to look like
.
Like, and then like timetablesAt what point do we recycle
these leads to where they go toa new AE?
And so kind of looked at it andthen he's like, all right, I
think we should have this manyemails and I think we should
have this many SMSes.
I'm like, okay, cool, let'sjust try it and see what happens
.
(11:22):
So I built out the wholeworkflow.
So I built out the, the, theemails on what the communication
is going to be.
I built out the SMSes and whatthe the text messages are going
to be.
I built up the cadence of likehow often a new message is going
to go out.
I built out what's called atrigger, what's going to fire
this.
So what, what?
What we did is we wanted to getthis as as as hands off as
(11:44):
possible from our sales team towhere they don't have to go into
like a pool and go find leadsin there and then get them, you
know, pushed in.
It's just like it justautomatically just gets, gets
pushed into a new workflow at acertain point and we just want
to be kind of like a continuousthing.
But before we did that, weneeded to go through a list of
(12:05):
several thousand contacts andget them reassigned.
So HubSpot has you know, these,these things that you can, you
know, reassign AEs, and weessentially just took advantage
of that, that tool.
And so, from there, the firstemail that we wrote was like hey
, did you ever end up getting avehicle wrap?
And it was very simple If youdid, you know, that's fine.
(12:28):
If you didn't, you know, I'dlove to know why.
And you know, and and whateverit is.
Well, we sent out, like I think, four or five thousand emails
that first go around and weended up closing three deals
within, I want to say, 24 48hours.
I'm not kidding when I say this.
We ended up closing three dealswithin 24 to 48 hours.
(12:52):
Ok, I've got the numbers topack this up.
Now you might be saying, well,that's not very good at a 4000
contacts.
Mind you, this was a very lowlift on.
There are sales team, like theydidn't have to do anything.
It just literally got recycledLike oh yeah, glad that you
messaged me.
I'm interested.
We had like 50 someone peopleanswer.
(13:14):
The first email they replied,and then about half of those
were like you know, it's tooexpensive or whatever that is.
And so now you might be askinglike well, how can I use this
for facility management?
Well, here's the thing.
It depends on what service orservices or products you're
trying to sell.
Ok, now, if you're selling,like you know, ifm type services
(13:39):
, where you're basically, youknow, the aggregator, if you,
you know, and you essentiallyyou know, push off work to
different vendors throughout thecountry, for whatever, it can
still work, it just means thatthe conversation is different.
So the way you're gonna kind ofmap this out is that you'd have
(14:00):
an email that goes out a fewmonths.
If they're just like they'veghosted you no contact, no
communication for several months, then maybe it's like a six
month window or three monthwindow.
It depends on what your salecycle is and it depends on, like
, how it works for you guys.
Like this is all trial anderror, but I'm telling you,
(14:21):
sometimes you gotta test thesethings to see what it works, but
maybe it's six months, maybeit's six months after you've had
, like, you pitch and therehasn't really been a decision.
That league gets recycled, getsto another salesperson.
The first thing that should begoing out is something along the
lines of like hey Jack, this isTom at IFM nationwide.
(14:42):
Just reach it out to see if youguys ever made a decision on
selecting an IFM for whateveryour needs were about a year ago
or about six months ago.
If you didn't make a decision,no worries, that's great.
I hope it's all going well.
If you haven't, why haven't youmade a decision?
And can I help you withanything?
(15:03):
And I'm just giving you anexample.
So you go in there very open,just trying to get some answers,
and some people will reply backto you like look, you guys were
too expensive or you guysweren't able to do what I needed
you guys to do.
Oh well, now we can actually dothat.
Oh, you can now.
Okay, cool, maybe we shouldreinvigorate this conversation
(15:25):
again.
So what you're doing here isyou're trying to lift some life
out of the dead, and you do thisby going in there with a very
just, nonchalant type ofapproach.
Okay, and so that's kind ofwhat we did with our first email
and that got a ton of responses.
And then our second email islike I don't know five, six days
(15:45):
later and it was somethingalong the lines of like hey,
just talk to one of my headdesigner.
He said that there's an openspot available to do a design
mockup.
I mean, this is something thatyou can do for your second email
.
Something along the lines of hey, I was going across some demos
that we just did for somecustomers and they were really
(16:06):
impressed with something like X,y and Z.
They thought that otherfacility managers would really
benefit from it.
Maybe you'd be interested inlearning more about this.
I'd love to share with you andget your thoughts, your feedback
, something like that.
Or it could be like hey, we'relaunching a new product or we're
launching a new service thatmight interest you.
Would you be kind enough tokind of learn a little bit more
(16:29):
about it to see if it fits whatyou guys are looking for?
Or just give me feedback if youthink it's even a good product
or service that will help theindustry, things like that,
where facility managers or justpeople in general are kind of
guiding you and telling you yeah, that's really good or that's
not a good idea, that's horrible, that's great, whatever it is.
(16:49):
But you get this feedback loopand all of a sudden, so this is
in beta now.
Yeah, yeah, if you want this,we can do this.
You could be one of our trialcustomers.
We just ask that you give us areally strong testimony whenever
you're done with it, et cetera,et cetera, et cetera.
You can do things like that,and so it's just a matter about
how you want to kind of likecarve this up.
(17:10):
But the idea here is that youessentially recycle these leads
every I don't know three months,every six months, something
okay.
And then you change the message.
Maybe you change the tonality,maybe you change the offer,
maybe you change an approach,whatever it is, but you change
something up.
But it gives you another reasonto go back and ask again.
(17:32):
Okay, you're not necessarilyasking for the sale, you're
asking to see where they're atin the buying process, okay.
So sometimes, like for someorganizations where the
commissions are much higher, andsometimes that, like, some
people don't want that to happen, like the salesperson may not
(17:54):
want that lead to be taken outof their name, and in those
cases you gotta put them to somesort of status that essentially
you get to keep, especially ifyou're limited on lead count but
you're dollars that you sellare much higher.
So it just depends.
(18:14):
Now, could you do this recyclestrategy for, like your own
email, like your own leads thatyou haven't talked to in six
months?
Yeah, totally.
It won't have the probably thesame effect, but it could still
work.
You could still probably bringsome life back from the dead.
But I think this really works.
Whenever you recycle the leadsand you essentially take these
(18:35):
contacts and you reassign themto somebody else, like I said at
the end of the day, like ifyour salesperson isn't gonna
work that lead to the death ofit, give it to somebody else,
cause somebody else might do abetter job.
Okay, cause at the end of theday, it's the goal of the
organization hit certain numbers, and this is just another
strategy, this is another toolon the tool belt and so simple
(18:59):
strategy that we implemented.
Now, I'm not gonna say that it'sbeen foolproof the entire time,
mind you.
We have lots of contacts in ourdatabase and this is not a
bragging moment, this is justone of those things.
That's just the nature of whatwe're doing.
And so, with that, you knowtoday's feedback that I got from
(19:21):
the sales team.
They're like hey, we love thestrategy.
However, whenever text messagesgo out, we are getting
inundated with like some.
Some people say like who isthis?
And we're applying back likeI'm spending half a day, a full
day, just working these contacts.
Whenever I have new leads inthe pipeline that I have to be
working as well too, and I'mlike, ah, that totally makes
(19:44):
sense.
So we reworked the strategy.
We removed some stuff that waskind of becoming a um, how can I
say?
It was becoming more of like aproblem for the team and we
moved some messages up a littlebit higher until we came up with
the right solution.
Now, we had to do this becausethis is direct feedback from the
(20:08):
sales team, because we they'rethey're on a roll, they're
crushing it right now.
They're doing a good job.
That feedback loop is reallyimportant for us.
It's important for myself, andwhat this allowed me to do is
really just, you know, rethinkthis.
The next phase of this isthey're like hey, we want to
only have like 20 contacts goingto the workflow a day per
(20:32):
salesperson.
Okay, that's cool, we can dothat.
So then that's what we're goingto be doing next.
So the next iteration is goingto have roughly 20 contacts
going in every single day andthose 20 contacts will then be,
you know, put into the workflow.
They'll get a text message,they'll get an email, et cetera,
et cetera, et cetera, and thiswhole like workflow, they'll
(20:52):
they'll, you know, get recycled.
That recycle like strategy islike a 30 day strategy.
It's actually, to be honest,it's like 28 days, 27 days,
something like that.
So 30 days, whatever so, and ifnothing happens, then we will
probably revisit on re recyclingthem again.
So then they'll get re recycledto a new AE where they get
(21:17):
another text message, a fewemails, and then after that,
like after 30, 60, 90 days,whatever it is, they get re
recycled again to another AE.
And we do this to kind of stayin front of them.
Mind you, they're still gettingmarketing emails from our team,
okay.
Mind you, they're probablystill seeing um text, I'm sorry,
um, they're still seeing adsfrom us, okay.
(21:38):
So there were always front ofmind.
Unless this person opts out ofemails and they don't want to
have hear anything else from theAES, and you know they they
don't, then that's it and that'sfine.
So that's the strategy.
You can implement this for yourfacility.
I gave you some examples.
(21:59):
My recommendation is that it'sprobably a three to six month
window where you then re recyclethe leads.
If you have HubSpot, you canuse HubSpot to leverage that
technology to just essentiallyreassign contacts.
And then you're going to wantto probably have maybe a 30 to
60 day cadence of emails that goout and then maybe even call
(22:21):
tasks.
If you just call them, pick itup the phone, be like hey, jack,
he just want to follow up onregarding you know what you just
had, et cetera, et cetera, etcetera.
So that's that, that, thatwould be the strategy.
And then you know rinse andrepeat.
You just keep doing this.
Okay, and the nice thing aboutthis is that if you can create
this where it's automated onyour end, so if you have, like a
(22:44):
HubSpot I don't know ifSalesforce can do this, but I
know HubSpot can because wefigured it out but whatever the
case is, is that um try toleverage technology to make it
as hands off as possible.
Now, granted, we are workingwith like several thousands of
leads.
I'm talking like I think ourdatabase has anywhere roughly
(23:06):
about 150,000 contacts.
Again, not blow and smoke upyour ass Like this.
Is true, I look at our numbersall the time, um, and not all of
them are like oh, these are ahundred percent amazing, great
quality leads Like we.
We know that they're not allamazing, we get that, but where
(23:26):
I'm coming from is is that thisis giving our team some like
getting low hanging fruit andthis proven itself.
It works All right.
So, all right.
Three things at the end of mypodcast I always ask for.
Number one please give us afive star review on Spotify or
Apple Podcast.
Number two if you're notconnected with me on LinkedIn,
please connect with me onLinkedIn.
I spend most of my time onthere.
(23:48):
I respond to DMs.
If you are like, hey, I want apodcast episode about this, I'm
happy to do it, totally happy todo it.
Or if you have questions orcomments you're like, hey, I'm
loving these kinds of podcastsyou're doing about these things.
Cool, tell me.
Give me that feedback, luke,it's amazing.
And the last thing is pleaseshare this podcast, this podcast
.
By the time this episode is out,we're probably over 5,000
downloads.
Now you might be thinkingthat's not that many.
(24:09):
To me it's a lot, because we'vegrown this podcast organically,
like straight up, organically.
Okay, if you came across thispodcast as probably because
someone you have shared it withyou.
You somehow Google something oryou search something in one of
the podcast platforms thatyou're using, or I reached out
to you via DM, like I personallyreached out to you, but like,
hey, I've got this new podcast.
So with that, if you can dothose three things, that'd be
(24:33):
great.
Other than that, have a greatday.
All right guys.
Thanks for taking a listen toour facility management
marketing podcast Secrets.
This is your host, javierLozano Jr.
One other ask I've got for youguys is to subscribe to our
email list.
You can go toboldermediasolutionscom slash
email and that way you can getupdates on some marketing trends
(24:53):
that I'm seeing, somestrategies that I'm executing
and, more importantly, I'll beactually launching some webinars
and training that's gonna helpyour company use marketing
strategies to essentially growyour business.
We'll be doing some training,offering some courses, that sort
of stuff.
So you can always unsubscribeto that email list.
It's no big deal, it's notgonna hurt my feelings.
This is more for facilitymanagers, I'm sure facility
(25:16):
management companies that wantto grow their business by using
marketing.
All right guys, thanks a lotand have a great one.
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