Build a Sales Prospecting Strategy Like a Pro

A successful prospecting strategy is essential for businesses across industries. Whether you’re a real estate agent, insurance professional, or work in home services, prospecting generates engagement and helps to build relationships that will serve your business well in the long run.

No matter where you are in your business journey, from just opening your doors to efforts to increase sales, sales prospecting is the key to achieving your goals. Let’s discuss some key elements of a successful hyperlocal prospecting campaign.

Hyperlocal Prospecting at a Glance

Sometimes, it’s good to stick close to home. With your marketing, anyway. Hyperlocal refers to a type of marketing strategy that focuses on a highly specific, targeted area of a city or neighborhood. This could be as large as a zip code or as small as a cul-de-sac, depending on what your business needs.

Typically, the goal of a hyperlocal marketing strategy is to boost sales leads by targeting common needs in a given area, usually with data-driven insights.

• Seeing a flyer for a lawn care provider that recently started servicing your area.
• Finding a restaurant using geo-tagged search engine results.
• Getting a coupon for a new coffee shop opening up.

Hyperlocal prospecting is a powerful tool. This organic marketing method offers many benefits and helps grow your lead list with a high return on investment.

Hyperlocal Prospecting, the Secret Weapon for Sales and Leads

So what makes hyperlocal prospecting so effective? There are a few reasons:

• Brand awareness where it matters

Your brand is who you are as a business, no matter your industry. It’s the identity that makes you stand out to your customers and clients, and the promise you make about the type of experience you deliver.

It might seem intangible, but your hyperlocal sales prospecting strategy depends on your brand. It’s the first step in building trust between you and your sales leads and lead lists. Creating brand awareness opens up a dialogue about your business and helps establish a relationship with your clients.

• Sales leads by association

It’s human nature to gravitate toward things they know, and in your hyperlocal marketing strategy, this requires some planning ahead. Industries like real estate, insurance, and home services don’t attract impulse purchases. In the best scenario, customers evaluate their needs, weigh their options, and decide on a budget. However, life happens, and an emergency can force a decision earlier than expected.

In any case, sales prospecting with hyperlocal marketing helps clients get to know you and your business before they need you, making the buying decision easier, even in those unexpected scenarios. Create an association between you and the problem they need solved, and you’ll be the first they think of when the right time comes up.

• Leads list super growth

High score means a level up! That’s true for sales lead lists as well. Find a lead with a high purchase intent score, and you’ve got someone extremely likely to purchase from you.

Purchase intent can be calculated in several ways, including variables such as industry, products sold, services provided, and location. Qualifying your leads with the proper data sources can supercharge your hyperlocal marketing strategy.

How do you qualify your leads? We’re so glad you asked!

Quick-Start Guide to Qualify Leads for Sales Prospecting

1. Lead List Launch – Good data can give you great results. Make sure your first step is a list of quality sales leads like the ones found here. Combining these lists with your sales prospecting strategy overall should give you the results you’re looking for.
2. Ideal Customer – Develop your customer profiles, or the buyer persona, of your ideal customer. Check out some tips on our blog.
3. Knowledge is Power – Do your homework on your target audience. The more you know, the more you can focus your sales prospecting strategy, and the higher your chances of converting sales leads into closed deals.
4. Demographic Dynamo – The demographics of your target audience and target area have a huge impact on your marketing strategy and can help your sales prospecting lead lists a lot. Familiarize yourself with them for your hyperlocal marketing strategy.

Who’s Who of Hyperlocal Sales Prospecting

So, who can use hyperlocal marketing? Short answer: anybody! Traditionally, hyperlocal strategy has been used by brick-and-mortar stores in an area to rank high on search engines in the “near me” categories, but these strategies are highly effective across industries.

Maybe you’re looking at a 30-year-old neighborhood that’s due for some roof work, getting new neighbors interested in your lawn services, making sure the new cars in the area are insured, or seeing if someone in the neighborhood might be interested in selling their house. In any case, sales prospecting powered by a hyperlocal marketing strategy can be extremely useful to you.

Start Your Prospecting Engines!
You’ll need to identify your target customers when developing a good hyperlocal marketing strategy. Real estate, insurance, and home services should start by finding the target area you would like to serve, which can consist of around 1500-2000 properties on average.

Here are some tips for your target area:

• Track community and current events.
• Familiarize yourself with the homeowners.
• Develop relationships with the residents.
• Strategize how to generate more sales leads.
• Start a marketing campaign. (Ex. Direct mail, email drip, etc.)
• Create content to nurture your prospects.
• Analyze your data.

Multichannel Strategy to Multiply Results

Customers rarely rely on one type of marketing when they’re looking for a product or a service. Meeting them where they are is smart marketing, and that means taking a multi-channel approach to your sales prospecting. Launch a direct mail campaign with Informed Delivery®. Create social media posts that match the rest of your branding. Add a QR code to your website in your newsletter. The more effective touchpoints your sales prospecting strategy has, the better! It allows clients looking for you to find your business more easily.

However, just like any marketing strategy, multichannel hyperlocal sales prospecting can do some damage if done poorly. Not to worry, we’ve got some tips on how to put your best multichannel foot forward!

Multichannel Sales Prospecting Tips:

• Be knowledgeable – Rather than blasting your branding everywhere and wasting time and resources, find out where your clients are most likely to be. Getting likes for your sweet dance moves on TikTok isn’t going to help your sales leads if that’s not where your customers are.
• Be Consistent – This is important for any marketing platforms, but slow and steady wins the sales leads. Don’t be frustrated if you don’t see results right away. It can take time to build brand awareness for sales prospecting. Stick to a schedule and don’t overdo it.
• Be Clear – Have confidence in what you’re telling your audience and keep your messaging within your brand guidelines across your platforms and the hyperlocal marketing you deploy.
• Be Creative – There are a lot of ways to create effective marketing. Think outside the box in terms of building a relationship with your sales leads. Say something informative, entertaining, or solve a problem they might be having. The messaging you offer is an investment in the customer relationship you’re building with your sales prospecting.

Content has a lot of impact on how effective your marketing is. So how do you use content marketing in your hyperlocal marketing strategy?
 

Rockin’ Hyperlocal Marketing Content

Content marketing, in its simplest form, is producing materials for your audience that generate interest in your business. Useful information, entertainment, or establishing authority in a subject.

Here are some best practices for implementing content marketing in your hyperlocal sales prospecting strategy:

Stay local – You’ve done your research on your service area, and your finger is on the pulse of your community. Now you can reach your target audience with events, announcements, and local holidays. Staying relevant to your hyperlocal prospects will have a greater impact on sales leads than super-generalized marketing.

Client Guide – Expert advice on your industry is excellent, even better if you can make it about the area you service. Not only can you celebrate webinars, classes, meetings, or donation drives in your area, but going to these events yourself can be a valuable networking opportunity.

Tips and Tricks – Write a newsletter, email, or mailer to engage with your community, bring awareness to your brand, and establish a relationship with your sales leads. Try to make your content informative, useful, entertaining, and relevant to make the greatest impact on your audience and, by association, your sales prospecting.

Here are some examples to get the creative hyperlocal marketing strategy juices flowing:

Real Estate:

• Just sold/just listed properties in the area
• Home Valuation
• Historical home information
• Case studies
• Upcoming local events
• Local deals
• Host a holiday event

Home Services:

• Homeowner seasonal tips
• Sales and promos
• Industry statistics
• Local team sponsorship

Insurance:

• Webinars
• Sponsor a charity event or a donation drive
• Giveaways
• Local business partnerships
• Host an event for current clients

When you’re looking to improve your sales prospecting, remember to stay local, and you’ll grow your lead lists before you know it!

Ready to get started or want some more information? Contact us today, and we’d love to help! Xpressdocs has the products, tools, and data to help you build a hyperlocal marketing strategy that gets results.