Everyone wants qualified leads. They’re awesome. You want someone who’s researched your gym, is okay with the payment options, and will work around your schedule.
We all want the brother in law of our favourite client to walk in, hand you his credit card and say “sign me up to the top package!”
Waiting for them, though, is a bad idea.
When we advertise through paid marketing, we’re throwing out a fishing net. We’re casting to a wide audience. There’s plenty of good leads in there, and there’s also going to be people who just aren’t ready yet.
Qualification doesn’t (or shouldn’t happen) in the lead gathering phase. That takes place in the lead nurture phase. Imagine you’re in a coffee shop and you see someone cute that you’d like to date. Would you go up to them and say “Hey, I need to check if you’re between 25-35 years of age, care about the environment, vote the same way I do, want two children, are into horror movies, have been to therapy, aren’t a smoker, and love dark humour?”
While all these things may be what you’re looking for in your partner, they’re not the opening gambit! On Facebook and Instagram we want to ask if they’re interested in improving their fitness, and once they say they are by opting in to our ad, we can filter or nurture them to our solution.