If they pursue this valuation this takes the customer further down the funnel into the Evaluation/Trial phase. At this point they are offered the opportunity to market their property on a no-win-no-fee basis. The homeowner will have already done their research on the company (the Evaluation phase), and so this relatively frictionless offer where no money exchanges hands is an easy way to move the homeowner further down the funnel to the Trial phase.
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Most leads are not instant customers: They go through a process of researching, comparing and evaluating before agreeing to spend their money. This process is commonly called the purchase funnel or the sales funnel (whichever you prefer). Understanding the steps your leads go through will help you market properly so that you can convert as many of them into customers as possible. Here is a brief overview of what the sales funnel is and how it varies for B2B and B2C companies.
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Facebook is particularly good at capturing these leads, thanks to its targeting options. You can narrow down on users based on their demographic info, interests, online behaviour and previous purchases. AdWords also has a role to play here, letting you target lower-intent searches like “how often should I audit my website?” and getting these users involved with your brand.

Most leads are not instant customers: They go through a process of researching, comparing and evaluating before agreeing to spend their money. This process is commonly called the purchase funnel or the sales funnel (whichever you prefer). Understanding the steps your leads go through will help you market properly so that you can convert as many of them into customers as possible. Here is a brief overview of what the sales funnel is and how it varies for B2B and B2C companies.
Why is the set of steps to conversion called a “funnel”? Because at the beginning of the process, there are a lot of people who take the first step. Then, as the people continue along and take the next steps, some of them drop out, and the size of the crowd thins or narrows. (And even further along in the process, your sales team gets involved to help close the deal.)
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