Understanding the Default Segments in Fello

In this article, we'll explore each segment, their meaning, and their significance in helping real estate teams optimize their outreach strategy.

In Fello, the default segments automatically categorizes contacts into specific buckets or categories. These segments are predefined based on common types of leads or actions in the real estate industry. By sorting your leads into these categories, Fello helps you to prioritize outreach, tailor your messaging, and have a better understanding of your sales funnel.

Breakdown of Default Segments:

1. Cash Offer Leads:

   • Description: These are leads that have shown interest in receiving a cash offer for their property or have submitted a seller lead form because they are interested in selling their property using a real estate agent.
   • Significance: Given the straightforward nature of cash transactions, pursuing these leads can lead to quicker sales. Tailor your approach by highlighting the ease and speed of cash deals. The can also represent potential listings for your team. It's essential to understand their motivations and needs to provide a personalized service. 

2. Home Value Leads:

   • Description: These leads interested in understanding the current value of their homes.
   • Significance: This segment is often a step away from selling. Provide them with an accurate value, have a constant communication with them so that you are on the top of their mind when they are ready to sell. Fello will constantly drip on them with regular emails so that you and your brand are always on the homeowner's mind.

3. CMA Leads:

   • Description: CMA (Comparative Market Analysis) leads are individuals who have requested a CMA for their property.
   • Significance: They might be considering selling and want to understand their property's market value. Offering a detailed and accurate CMA can position your team as knowledgeable and reliable. They're potential sellers needing that nudge. Talking to them and understanding their position will help you understand their position and you can tune your future communications accordingly.

4. Callback Leads:

   • Description: These are leads that have requested a callback or further information.
   • Significance: Their interest level is relatively high, so timely and informative communication is vital. They may be ready to make decisions soon.

5. High Propensity:

   • Description: Based on data analytics and behaviors, these leads have a high likelihood or propensity to convert into sales or listings.
   • Significance: Prioritizing these leads for marketing spend can result in a higher conversion rate. Your outreach should be strategic and personalized.

6. Expired:

   • Description: These are leads from properties that were previously listed but didn't sell during the listing period.
   • Significance: They might be feeling frustrated or disappointed. Approach them with a fresh perspective and strategy, highlighting how your team can make a difference. They are very hot leads since they have already taken the step to sell their home, so you should reach out to them ASAP.

7. Real Sellers:

   • Description: This segment has the list of contacts who have listed or sold their home and are indentifled as “real sellers” by our algorithm. This info aims to assist account holders in understanding their opportunities and missed opportunities for properties within their database.
   • Significance: This is designed to assist in spotting both current and missed opportunities, potential referrals, and measuring team performance. Rather than directly facilitating deal-making, it serves as a tool for recognizing high-value prospects that might have been overlooked. 

     This stands out with its predictive insights, allowing agents to forecast market activities. Whether it's discerning the likelihood of a home value lead hitting the market or predicting the percentage of cash offer leads considering listing, this tool provides a unique competitive edge. With such foresight, teams can strategize more intentionally, ensuring targeted and effective marketing and sales endeavors.

8. Drop Offs:

   • Description: The Default Drop-Off Segment offers a spotlight on contacts who initiated a form journey but didn't see it through to completion. These individuals began their interaction by entering essential details, such as their address, and possibly more. However, for one reason or another, they didn't submit the form, and as a result, a lead was not generated for them. This segment isolates these specific contacts to enable teams to address them effectively.
   • Significance: Every drop-off represents a missed opportunity. Equipped with this insight, teams can devise tailored re-engagement strategies using marketing collaterals. By sending personalized emails or postcards, we aim to nudge these contacts back into the form journey, guiding them toward submission. By reaching out to them proactively, there's a chance to convert a substantial percentage of these drop-offs into genuine leads.