Jennifer Barkan on turning website visitors into warm leads and home sales

摘要

Jennifer Barkan was an operations manager for a real estate company representing home builders when she attended a 2012 conference about cultivating online prospects. What she heard there provided the impetus for what would be a turning point for the firm's new-homes division and her career. Barkan convinced her managers that the company needed an online sales consultant and spent almost a year training with consultant Mike Lyon before developing the program and implementing a customer relationship management system. During the first two years of the online sales program, the number of builder clients grew from two to 10 companies and the online division's share of sales increased from 6 percent to 13 percent. Barkan also increased Facebook engagement by featuring shelter dogs available for adoption in her house tour videos.