The Purpose of a Door Hanger
A door hanger is often misunderstood. It is not just a piece of paper to be distributed indiscriminately. The primary purpose of a door hanger is to open the door. It serves as a tool to initiate a conversation, not to replace it. A door hanger cannot speak, answer questions, or build rapport. It merely displays a message.
Conversion Rates in Different Sales Methods
In direct, one-on-one selling, the conversion rate historically ranges between 63% to 67%. This method is the most effective. Following this, telephone interactions, including telemarketing and follow-ups, have an 11% to 13% conversion rate. Print communication, which includes door hangers, typically has a 3% to 5% conversion rate, but in practice, door hangers often result in about a 1% conversion rate.
The Journey of a Door Hanger
When 300 door hangers are distributed, even with an optimistic 2% conversion rate, only six people might respond. The timing of these responses is unpredictable. The goal of these responses is to set up appointments, which then fall into the next conversion rate category. If six people call, and the phone call conversion rate is 11%, only about one person might proceed to the next step.
Human Curiosity and Engagement
Humans are naturally curious. When someone knocks on a door, the person inside may look through the peephole and see a person standing there. This physical presence can engage the homeowner more effectively than a door hanger alone. If the door opens, the salesperson can leverage the higher conversion rate of direct interaction. Conversely, if the door hanger is merely taken inside, it falls into the lower print communication conversion rate.
Effective Deployment
To make door knocking an effective lead generation tool, it must be deployed and understood correctly. It requires a strategic approach, recognizing that the door hanger's role is to open the door and create an opportunity for direct engagement. Proper training and execution can turn door knocking into a powerful method for generating leads.
In conclusion, door knocking, when done right, can significantly enhance lead generation. It is not just about distributing door hangers but about creating opportunities for direct interaction and leveraging higher conversion rates through personal engagement.
