Listings and Lead Generation Marketing

Marketing Your Listing

While the marketing around your listings primarily attracts buyer business, successfully selling your listings quickly, at the highest price, and with minimal hassle remains crucial.

Marketing to Other Agents

Fellow agents are a highly credible source of information for prospective buyers. They work directly with your target audience, represent qualified buyers, and seek efficient, smooth transactions.

Strategies for Engaging Other Agents:

• Networking: Engage in conversations within your Market Center.
• Digital Brochures:
  • Convert property brochures to PDFs and email them to:
    • Agents in your Market Center
    • Top-producing agents in your area
    • Agents targeting your specific area or demographic
• Open Houses & Meetings: Host broker open houses, peer group meetings, or networking sessions at your listings.
• Agent Caravans: Participate in organized property tours.
• Educational Events: Host classes or seminars for agents in your listings.
• Incentives: Offer higher commission splits or cash bonuses for agents who bring a successful deal.

The Internet: Your Digital Showcase

Your MLS listing is paramount for online marketing. It must be complete, accurate, and visually compelling.

Key Elements for Online Success:

• High-Quality Images: Statistics reveal a direct correlation between the number of photos and user engagement. Aim for a minimum of six images, with top agents often using 14 or more.
• Virtual Tours & Videos: Offer immersive experiences that differentiate your listings. Listings with virtual tours often rank higher in search results.

Leveraging Online Platforms:

• KWLS & Realtor.com: Utilize these platforms to automatically syndicate your listings across numerous partner websites, including GoogleBase, Trulia.com, MSN.com, Yahoo!, and more.

Creating Your Online Presence:

• IDX (Internet Data Exchange): Provide browsers with access to the local MLS through your website.
• Featured Listings: Showcase your prime properties on your homepage.
• Individual Property Websites: Create dedicated websites for each listing (e.g., “123mainstreet.com”).
• Listing Blogs: Develop blogs for individual listings (e.g., “123mainstreet.blog.com”). Caution: Avoid disclosing information that could compromise your client’s negotiating position.

Yard Signs: The Power of Physical Presence

Buyers often discover properties while driving around.

Effective Yard Sign Strategies:

• Visibility: Ensure your sign is prominently displayed and easily legible. Utilize multiple signs on corner lots.
• Maintenance: Keep your sign clean and in good repair.
• Brochure Boxes: Maintain a fully stocked brochure box with property information.
• Sign Riders: Use riders to highlight key features and create urgency (e.g., “Complete Remodel,” “Home Warranty,” “Move-In Ready,” “Coming Soon!”).

Marketing for Buyer Business

Optimize your marketing to attract as many buyers as possible. Your goal is to generate leads, not just sell a specific listing.

Strategies for Attracting Buyers:

• Attractive Presentation: Ensure the home is clean and staged before photography and MLS listing.
• Compelling Marketing Materials: Employ design principles to create effective flyers and postcards.
• Strategic Information Disclosure: Avoid revealing too much information upfront that could lead to disqualification. For instance, withholding the price or address can encourage potential buyers to contact you.
• IVR (Interactive Voice Response) Talking Ads: Use a dedicated phone number providing property details. This allows you to capture leads from interested buyers.

Note: Provide comprehensive information on the MLS listing, as buyers viewing this are typically already working with an agent.

Lead Follow-Up:

• Post-Open House Engagement: Track and contact individuals encountered at open houses to nurture potential leads.

Systematic Marketing: Building a Foundation for Success

Systematic marketing involves having a well-defined marketing action plan with clear goals. It integrates marketing activities with prospecting efforts.

Foundational Marketing Plans

• The 8x8: Intensive, short-term campaign for new contacts.
• The 33 Touch: Long-term nurturing for your existing network (“Mets”).
• The 12 Direct: Targeted outreach for potential clients you don’t know (“Haven’t Mets”) and agent-to-agent marketing.

Conversion Ratios: Understanding Your ROI

• Mets: 12 names in your database typically yield 2 closed transactions (12:2) when using the 33 Touch program.
• Haven’t Mets: 50 names in your database typically yield 1 closed transaction (50:1) when using the 12 Direct program.

These ratios typically manifest after 18-24 months of consistent marketing.

Calculating Your Database Size

To determine the required database size for your goals:

1. Estimate the number of deals you want to close from Mets and Haven’t Mets.

2. Use the following formulas:

   • Number of Mets = (Deals from Mets) × 6
   • Number of Haven't Mets = (Deals from Haven't Mets) × 50

Example:

To close 36 deals, with 30 from Mets and 6 from Haven’t Mets:

• Mets: 30 × 6 = 180 Mets
• Haven’t Mets: 6 × 50 = 300 Haven't Mets

Increasing prospecting efforts can compensate for a smaller database. Aim for a database size that is double the minimum calculated.

3 Key Strategies for Systematic Marketing

1. Target Your Audience:

   • Define your ideal client based on demographics, income, location, interests, and needs.
   • Determine your marketing purpose (repeat business, referrals, reputation).
   • Craft a compelling call to action.
   • Create a desired brand impression.
   • Develop a special offer or tangible service guarantee.

2. Be Consistent and Repetitive:

   • Maintain a consistent marketing schedule to stay top-of-mind.

3. Don’t Overthink It:

   • Focus on delivering a clear, strong message consistently rather than striving for perfection.

The 8 x 8 Plan: A Jumpstart for New Connections

The 8 x 8 plan is an intensive eight-week campaign to make a strong impression on new contacts. It establishes a foundation for the 33 Touch plan.

Basic 8 x 8 Plan (Example):

• Week 1: Introductory letter, brochure, market report, business card.
• Week 2: Community calendar, market statistics, recipe card, or inspirational card.
• Week 3: Similar to Week 2, but with a different piece.
• Week 4: Phone call to connect, inquire about the mailings, and ask for referrals.
• Week 5: Free report.
• Week 6: Real estate investment or house maintenance tip.
• Week 7: Refrigerator magnet with your contact information.
• Week 8: Handwritten note, updating them on market insights.