As a real estate expert, one of the biggest challenges you face is generating leads and converting them into clients. With the rise of technology and the internet, traditional methods of lead generation like cold calling and door-to-door marketing are becoming less effective. This is where TOLM (https://tolm.co/moving-leads/) comes in. TOLM is a digital marketing strategy that focuses on capturing leads at the top of the sales funnel through valuable content and offers.
Understanding TOLM
TOLM is a concept that was introduced by digital marketing expert, Neil Patel. It stands for Top of Lead Magnet and it refers to the process of capturing leads at the top of the sales funnel. This means that instead of trying to sell your services right away, you offer something of value to potential clients in exchange for their contact information.
The key to TOLM is providing valuable content or offers that are relevant to your target audience. This could be in the form of a free e-book, webinar, or even a free consultation. By offering something of value, you are able to attract potential clients and build trust with them.
The Benefits of TOLM
One of the main benefits of TOLM is that it allows you to capture leads who are not yet ready to make a purchase. By offering valuable content or offers, you are able to build a relationship with potential clients and nurture them until they are ready to buy.
Another benefit is that TOLM helps you stand out from your competitors. In today's digital age, consumers have access to a lot of information and options. By providing valuable content, you are able to differentiate yourself from other real estate experts and establish yourself as an authority in your niche.
TOLM also allows you to target a specific audience. By creating content or offers that are tailored to your target market, you are able to attract leads that are more likely to convert into clients. This saves you time and resources as you are not wasting your efforts on leads that are not a good fit for your business.
Moving Leads From TOLM
Now that you understand the concept of TOLM and its benefits, let's talk about how you can move leads from TOLM to the next stage of the sales funnel. The key here is to have a strong follow-up strategy in place.
Firstly, it is important to have a system in place to capture and organize the contact information of your leads. This could be through a CRM (Customer Relationship Management) software or a simple spreadsheet. This will allow you to keep track of your leads and their interactions with your content.
Next, it is important to have a well-crafted email sequence in place. This sequence should be designed to nurture your leads and provide them with more valuable content. It is important to strike a balance between providing value and promoting your services. You don't want to come across as too salesy and turn off potential clients.
In addition to email marketing, you can also use retargeting ads to move leads from TOLM. Retargeting ads allow you to show ads to people who have already interacted with your content. This is a great way to remind them of your services and keep your brand top of mind.
Measuring Success
As with any marketing strategy, it is important to measure the success of your TOLM efforts. This will help you determine what is working and what needs improvement. Some key metrics to track include the number of leads captured, open and click-through rates of your emails, and the conversion rate from TOLM leads to clients.
It is also important to regularly review and update your TOLM strategy. As consumer behavior and technology continue to evolve, it is important to adapt your strategy accordingly. This could mean creating new content or offers, or targeting a different audience.
Conclusion
TOLM is a powerful digital marketing strategy that can help real estate experts generate leads and convert them into clients. By providing valuable content and offers, you are able to attract potential clients and build trust with them. With a strong follow-up strategy in place, you can move leads from TOLM to the next stage of the sales funnel and ultimately grow your business.
