English
Continuous Marketing of Listed Properties: A 14-Step Plan to Increase Leads.
Theories and Scientific Principles:
- Diffusion Theory: Aims to spread awareness of properties using multiple communication channels.
- AIDA Model: Focuses on attracting❓ attention, arousing desire, and stimulating action (contact, visit, purchase).
- Scarcity Principle: Suggests things become more attractive when limited. This can be applied by emphasizing unique❓ features and setting time limits for offers.
- Social Identity Theory: Individuals prefer products aligning with their social identity. Marketing messages can be tailored based on understanding potential customer demographics.
14-Step Plan for Continuous Marketing:
- Staging and pricing❓ Strategies: Preparing the property attractively and setting a competitive price based on market analysis.
Price = (Avg. Market Price) - (Discount Factor)
- “For Sale” Sign, Rider Signs, and Directional Signs: Placing visible signs with key features❓ and directions.
- Tube or Box with Flyers and Distribution of Flyers in Neighborhood: Distributing flyers to increase awareness.
- Flyers in House/Home Book/Comment Cards: Providing information and collecting feedback.
- MLS (Multiple Listing Service): Listing the property on MLS with comprehensive details.
- Web listings❓ with Virtual Tour: Listing the property online with a virtual tour, optimized for search engines (SEO).
- House Featured in “Marketing Vehicle”: Featuring the property in calendars or magazines.
- Open House Program: Organizing and promoting open house events.
- E-mail/Fax/Voice Broadcast (with your web address): Sending marketing materials with website address.
- Track Showings/Collect Feedback: Recording showings and gathering feedback to improve marketing.
- Target Marketing: Customizing marketing messages for specific buyer segments.
- Weekly seller❓ Updates: Providing sellers with updates on marketing activity.
- Property Caravans: Organizing tours for real estate agents to view properties.
- Creative Marketing Ideas: Using innovative ideas to attract attention.
Interactive Voice Response Systems (IVR):
- IVR systems allow for recording detailed property descriptions that potential buyers❓ can listen to at any time.
- Benefits include increased and higher quality leads, improved customer service, increased productivity, improved ROI, information collection, and use as a marketing tool.
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IVR systems work by assigning a unique phone number to each property. Customers call and their information is captured for follow-up.
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IVR introduction example: “Hello, this is [Name] from [Team Name] at [Company Name]. I noticed you called about our listing at [Property Address]. I wanted to know if you got all the information you were looking for…”
- IVR inclusion in ads: Must be included in marketing materials.
- IVR recording inclusions: Address, City, Bedrooms, Bathrooms, Square footage, Features, School Information, Neighborhood Information, and Website URL.
IVR recording exclusion: Pricing (instead, buyers can press a key to learn the price which directs them to someone in the office)
* IVR systems provide call activity reports.
* The system will send calls to a coordinator who will follow up with potential buyers.
Chapter Summary
The chapter focuses on a 14-step plan to increase leads through consistent marketing of listed properties, regardless of market conditions. Successful marketing involves leveraging generated leads even after a sale, either converting them into buyer specialists or directing them to other properties.
The 14-step marketing plan includes:
- Pricing.
- Yard signs (including directional signs).
- Flyer distribution (boxes/tubes and neighborhood distribution).
- Flyer availability (inside the home/home book/comment cards).
- MLS listing.
- Digital marketing (web listings❓ with virtual tours, IVR number in property description).
- Property showcasing (in a “marketing vehicle”).
- Open houses.
- Digital communication (email/fax/voice broadcasting with website address).
- Offer tracking/feedback collection.
- Targeted marketing.
- seller❓ updates (weekly).
- Property caravans.
- Creative marketing ideas.
The chapter emphasizes Interactive Voice Response (IVR) technology for lead capture and automated information. Each property has a unique❓ phone number and detailed audio description. Callers’ phone numbers are recorded and sent for follow-up. IVR benefits include consumer preference for recordings, identifying interested buyers, understanding their property interests, 24/7 customer service, improved productivity, and potential❓❓ sales conversions.
IVR audio ad recording should include address, city, number of bedrooms and bathrooms, square footage, features, and school/neighborhood information, but exclude price. Tracking IVR calls is important to identify effective marketing sources, and buyer specialists should promptly contact leads using specific scripts to convert them into buying consultations.
