Brand EditorialElite Agent

Julie Masters: Lead Nurturing

Over a 15-year history as a leading authority in the speaking world, Julie Masters has earned a reputation for launching and advising some of the world’s most respected thought leaders. Clients include industry leading CEOs, speakers, best-selling authors and media personalities. The voices of which have reached millions of people globally through speaking, publishing and digital channels.

Julie Masters will be speaking at Prop20 in March and April. To register for this event visit proprea.com.au.

Julie, influence is such a fascinating topic – what about your work do you enjoy most?

I love working with people to help them stand out in their space. Most people have a lot of expertise and are really incredible at what they do and have reams of knowledge that would be very useful to their target markets.

Unfortunately, what most of us do is either hide behind a brand, a product or a brochure and we don’t step out and claim our space.

Unless we are committed to standing out, which is often an uncomfortable space for most of us, we are not going to get the share of opportunities that we deserve.

What topic(s) will you be speaking on at Prop20?
I’m going to be breaking down the topic of lead nurturing and how we influence people over a longer span of time.

In 2015, it took an average of four months and six touch points to convert an inquiry into a sale. Now it takes six-plus months and about 10 touch points. So that is a significant difference.

When a consumer starts researching any product they usually start at 10pm at night. They send the inquiry forms. But then, they back off again, do more research and then jump in again. And what tends to happen, is that when we get this enquiry and the person is not immediately ready to buy, we assume it’s a bad lead and move on.

The truth of it is that every lead is still gold, and these leads are going to buy. But they just need us to hold their hands for a much longer period of time throughout their journey. So I am going to be looking at strategies to build content plans to stay in touch with those leads for a longer period of time.

What are your predictions for 2020?
I think the ability to collaborate is going to be huge. Let’s call it ‘collaborative independence’.

We can’t answer all of our customers questions all the time. So I think the ability to collaborate with other people in our space to create content and to answer our customers’ questions will be key.

Good agents will become a hub for their customers which will keep them really sticky. And collaborating with others will mean they don’t have to work as hard as they are not trying to do it all themselves.

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