Lead Generation Efforts

The OSC Role

The OSC is part of the marketing & sales team for a few different reasons.

• Truly an extension of the Marketing Team
• Shared Service provides support to all brands and divisions
• First point of contact and brand ambassadors
• Expert for all things Summit and clover & hive

At its core, the OSC’s focus is on vetting leads generated by our marketing efforts for our Community Managers.

• Speed: We act quickly and are action-oriented.
• Process: We focus on personalizing the prospect experience while using automated systems and processes to increase efficiency and tracking.
• Messaging: We present thoughtful, engaging and friendly communication to our prospects to encourage engagement and conversion.
• Persistence: We don’t give up! We stick with our process and try everything possible to convert prospects to homeowners.

Key Metrics

To track the effectiveness of our lead generation and OSC efforts, we track the following metrics on an ongoing basis.

1. 50% OSC Sales Contribution: 50% of our total sales should come from leads and activity generated by our OSCs.
2. 90% Appointments to Kept Conversion: 90% of the appointments set by our OSC should be kept.
3. 20% Leads to Appointment Conversion: 30% of our leads should result in a kept appointment.
4. 25% Sales to Kept Conversion: 25% of the appointments set by the OSC should convert to a sale.

 

Community Manager Lead Generation Efforts

As noted above, 50% of our company sales should come from the effort of company-generated leads going to contract. That leaves 50% of sales to come from other sources. This benchmark is a Summit key metric and an industry standard for new home sales.

50% of OSC Sales goal come from marketing activities that can be tracked via Hubspot. We recognize that some of our paid marketing efforts result in leads and sales that are not easily tracked, such as signs causing walk-in traffic, overall brand awareness, phone calls, etc.

To help fill the gap in our sales goals, the Community Manager should strive to generate and close leads generated through their efforts. Keep in mind that this is not a full 50% as the Community Manager will have leads generated through sources that aren’t tracked (see below). Community Manager generated leads could be done through traditional prospecting efforts, outreach, Realtor relations, social leads, etc. The Community Manager will mark the source origin as CM Generated on both the contract and in Hubspot for proper tracking.

 

50% OSC Sales	50% Community Manager Sales
Marketing Related and Tracked •       Paid ads •       Search ads •       Social ads •       Print ads •       Phone calls •       Zillow •       Website leads •       Other online sources	Marketing-Related but not always recorded/tracked •       Walk-in traffic •       Community Signage •       Brand awareness •       Organic traffic •       Phone calls/leads that didn’t agree to an appointment Leads Generated by the CM •       Prospecting •       Outreach •       Social leads •       Realtors Relations