A Study On Lead-To-Booking Funnel Analysis And The Impact Of Follow-Up Frequency On Sales Conversion At Sree Kumar Infrastructure

Abstract

Buying a home is one of the biggest financial decisions most people make, and the path from a casual inquiry to an actual booking is rarely straightforward. This study looks at what happens along that path at Sree Kumar Infrastructure, a Chennai-based residential developer, with a particular focus on whether the frequency, speed, and channel of sales follow-up contacts make a measurable difference to conversion outcomes. Drawing on the AIDA model and the seven-touch principle from marketing theory, the research surveyed 150 individuals who interacted with the company’s sales team during 2023–2025 using a structured Likert-scale questionnaire. The data were analyzed through frequency distributions, Chi-Square tests, Pearson correlation, and multiple linear regression using IBM SPSS. Most respondents viewed follow-up practices favorably — around 75–80 percent agreed that persistent, timely, multi-channel outreach kept them engaged and built trust. Yet the statistical tests told a different story: none of the three follow-up variables showed a significant linear relationship with conversion (all p > 0.05), and the regression model explained just 1.3 percent of variance (R² = 0.013, p = 0.588). The only significant demographic association was age group (p = 0.030). The conclusion is that while good follow-up is necessary for maintaining prospect engagement, actual booking decisions are shaped by a wider set of forces — pricing, location, family readiness, market conditions — that sit beyond the reach of follow-up alone.