The 14-Step Blueprint for List Marketing and Lead Generation.

Effective real estate listing marketing is crucial for real estate agents and teams in a competitive market. The chapter, “The Basic 14-Step Plan for Marketing Sales Listings and Increasing Leads,” presents a comprehensive strategy to maximize lead generation through systematic and integrated marketing of real estate listings.

Scientific Importance:

The plan is based on modern marketing principles and best practices in real estate, emphasizing a deep understanding of consumer behavior and decision-making. It involves data collection and analysis of the target market and competitors, persuasive marketing messages, and diverse, integrated channels. It prioritizes measuring and evaluating campaign effectiveness and making necessary adjustments. The plan includes CRM elements for effective lead follow-up and conversion. It is a strategic and tactical system providing a practical framework for sales goals and increased market share.

• Introduction: Effective marketing of real estate listings is a cornerstone of success in the real estate market, focusing not only on selling the listed property but also on attracting potential clients❓ and building long-term relationships. The chapter focuses on a 14-step basic plan aimed at maximizing the effectiveness of marketing each property for sale, regardless of market conditions. Even if marketing efforts lead to inquiries after the property is sold, these opportunities can be captured and directed to property buying specialists or other sales listings. The main goal is to maintain a continuous flow of calls and inquiries.

• Importance of a Systematic Plan: Following a systematic and thoughtful plan for marketing sales listings ensures coverage of all important aspects and helps achieve the following goals:

  • Increase the number of potential customers: by reaching a wider audience and increasing opportunities for interaction with interested parties.
  • Speed up the sales process: by presenting the property in an attractive and effective way, attracting serious buyers.
  • Build trust and credibility: by providing accurate and detailed information, and responding quickly to inquiries.
  • Maximize return on investment: by directing marketing efforts to the most effective channels.

  According to statistics, to achieve 50 sales per year, a lead generation plan must be developed that results in 25 marketable sales listings that are effectively sold to attract 25 buyers. To achieve a net profit of one million dollars from 320 sales transactions, 160 sellers and 160 buyers must be generated. The best way to achieve this is to follow the basic 14-step plan for marketing sales listings.
  * The Basic 14-Step Plan for Marketing Sales Listings:
  1. Staging and Pricing Strategies:
  * Concept: Staging is the process of improving the appearance and attractiveness of a property to increase its value in the eyes of potential buyers. Pricing is determining the appropriate price❓ for the property based on market factors and unique characteristics.
  * Theory: Staging is based on the principles of environmental psychology, where the surrounding environment affects the feelings and behavior of individuals. Effective pricing depends on the theory of supply and demand, and a comparative analysis of similar properties in the area.
  * Application: Cleaning and tidying the property, repairing minor defects, adding aesthetic touches, and determining a competitive price based on market analysis.
  * Formula: Price = CMA + Adjustment +/- (where CMA is a comparative market analysis, Adjustment is the price adjustment based on the unique characteristics of the property).
  2. “For Sale” Sign and Directional Signs:
  * Concept: Placing a clear sign in front of the property and directional signs in the surrounding area to guide potential buyers.
  * Theory: Based on the principles of direct marketing, where the target audience is reached directly.
  * Application: Using attractive and clear signs, placing directional signs in strategic locations, and ensuring compliance with local regulations.
  3. Flyer Box and Distribution of Flyers in the Neighborhood:
  * Concept: Providing detailed information about the property in flyers and distributing them in the area of the property.
  * Theory: Based on the principles of local marketing, where local residents who may be interested in the property or know people who are interested are targeted.
  * Application: Designing attractive and informative flyers, placing the flyers in a dedicated box in front of the property, and distributing the flyers in neighboring homes.
  4. Flyers in the Home / Home Book / Comment Cards:
  * Concept: Providing detailed information about the property in a dedicated booklet and placing comment cards to collect the opinions of potential buyers.
  * Theory: Based on the principles of interactive marketing, where potential buyers are encouraged to interact and provide their feedback.
  * Application: Designing an attractive and informative booklet, placing the booklet in a prominent place in the home, and placing comment cards to collect visitors’ opinions.
  5. MLS (Multiple Listing Service):
  * Concept: Listing the property in the MLS system, which is a central database of properties available for sale.
  * Theory: Based on the principles of network marketing, where a wide network of real estate agents and potential buyers is reached.
  * Application: Entering accurate and detailed information about the property into the MLS system, and updating the information regularly.
  6. Web Listings with Virtual Tour:
  * Concept: Creating a dedicated web page for the property that includes photos, videos, and a virtual tour.
  * Theory: Based on the principles of digital marketing, where a wide audience is reached via the Internet.
  * Application: Creating an attractive and easy-to-use web page, including high-quality photos and a virtual tour, and optimizing the page content for search engines (SEO). The IVR (Interactive Voice Response) system number should be placed in the property description.
  7. Displaying the House in a “Marketing Vehicle”:
  * Concept: Displaying the property in various marketing vehicles such as calendars or local magazines.
  * Theory: Based on the principles of integrated marketing, where a variety of marketing channels are used to reach the target audience.
  * Application: Choosing the appropriate marketing vehicles for the target audience, designing attractive and clear advertisements, and measuring the effectiveness of each vehicle.
  8. Open House Program:
  * Concept: Organizing “open house” events to allow potential buyers to visit the property at a specific time.
  * Theory: Based on the principles of experiential marketing, where a direct experience is provided to potential buyers.
  * Application: Setting a convenient date for the open house, advertising the event effectively, preparing the property well, and interacting with visitors.
  9. Email/Fax/Voice Broadcast:
  * Concept: Using email, fax, and voice broadcasting to send information about the property to a list of potential customers.
  * Theory: Based on the principles of direct marketing, where the target audience is reached directly.
  * Application: Building a targeted mailing list, designing attractive and clear messages, and sending the messages at appropriate times. The website address❓ must be included.
  10. Track Showings/Collect Feedback:
  * Concept: Tracking the number of showings the property receives and collecting feedback from potential buyers and real estate agents.
  * Theory: Based on the principles of analytical marketing, where data is analyzed to evaluate the effectiveness of marketing efforts and make informed decisions.
  * Application: Using a system to track showings, sending surveys to collect feedback, and analyzing the data to identify strengths and weaknesses.
  11. Target Marketing:
  * Concept: Targeting specific segments of potential buyers based on their characteristics and interests.
  * Theory: Based on the principles of market segmentation, where the market is divided into smaller segments based on common characteristics.
  * Application: Identifying the target segments, designing customized marketing messages for each segment, and using the appropriate marketing channels to reach each segment.
  12. Weekly Seller Updates:
  * Concept: Providing the seller with weekly reports on marketing efforts and their results.
  * Theory: Based on the principles of transparency and effective communication, where trust is built with the seller by providing them with accurate and detailed information.
  * Application: Preparing weekly reports that include the number of showings, feedback from potential buyers, and recommendations for improving marketing efforts.
  13. Property Caravans:
  * Concept: Organizing field tours for real estate agents to visit and evaluate the property.
  * Theory: Based on the principles of word-of-mouth marketing, where real estate agents are relied upon to spread information about the property among their network of relationships.
  * Application: Setting a convenient date for the property caravans, providing real estate agents with detailed information about the property, and encouraging them to provide their feedback.
  14. Creative Marketing Ideas:
  * Concept: Using unconventional marketing ideas to attract attention to the property.
  * Theory: Based on the principles of innovation and creativity, where new and unfamiliar ideas are used to stand out from the competition.
  * Application: Organizing competitions and prizes, sponsoring local events, using social media innovatively, or creating unique presentations.
  * Interactive Voice Response (IVR) System: A Powerful Tool for Marketing Sales Listings: One of the best technologies for marketing your listings is an Interactive Voice Response (IVR) system. These telephone systems allow you to record detailed voice descriptions of all your listings that potential customers can listen to at any time. The system assigns a unique identification phone number to each listing, which you then place on all of your marketing materials for the property (advertising signs, flyers, websites, etc.). When customers call to listen to information about a property, their phone number is captured by the system and sent to the team via pager. The system not only identifies the potential customer’s phone number, but also tells you the property they originally called about. Your buyer specialists can then call the potential customer immediately after their inquiry and use IVR call scripts to convert the potential customer into a buyer consultation.
  * Why You Need an Interactive Voice Response (IVR) System:
  1. Consumers are more likely to call a recording because they do not want to deal directly with a sales representative.
  2. IVR leads are warm leads because:
  * You know they are interested in buying a home.
  * You know what type of home they are interested in.
  * If buyers are making calls on signs, there is a good chance they do not have a real estate agent yet.
  3. It enhances your customer service, as it is available 24 hours a day, 7 days a week.
  4. It improves your productivity.
  5. 10 to 20 percent of these calls can be converted into a closed sale. The ivr system❓ pays for itself after your first deal closes.
  6. IVR systems capture important information that people often forget to ask for (number, listing, and source).
  7. It is a great tool to remember in your team’s listing presentation as a benefit for any potential seller. You can even explain how it works.
  * Advertising Listings with IVR Ads: You should include IVR numbers for your listings in all of your team’s advertisements, websites, flyers, home magazines, mass emails, and other marketing materials for your listings. Include a brief explanation of how to use the systems, such as: “Call the free 24-hour talking ads help line for information on this property at 1-800-555-1212. When prompted, enter the 5-digit property code.”
  * Recording Talking Ads: The listing’s recording should be placed on the IVR system as soon as the listing specialist hands over the paperwork from the listing consultation. To save time, you should have an IVR script template that you can simply enter information from any new listing into. It should be recorded by someone on your team with a pleasant, clear, and optimistic voice. The individual will need to get the listing details from the ad copy sheet.
  * Recordings Should Include:
  1. Address
  2. Town/City
  3. Bedroom
  4. Bathroom
  5. Square footage (try to include the source)
  6. Featured amenities (e.g., pool, hardwood floor, marble counters, etc.)
  7. School information
  8. Neighborhood information
  9. At the end of the recording, give the caller your team’s website URL and tell them that they can view multiple pictures of the property and others on your site.

  Note: Do not include pricing information in the recording. Some systems give consumers the option to press a key to find out the price of the property. This will transfer them to a live person in your office. Even if they do not press the key, not providing them with the property price gives your buyer specialists the perfect conversation opener when they call back (e.g., “…Did you get answers to all of your questions?”).
  * Tracking Calls: IVR provides reports on call activity. These reports will tell you which marketing source (e.g., newspapers, magazines, etc.) is bringing in leads and which ones are not. This is invaluable for accounting for your marketing dollars.
  * Call-Backs: Your IVR system will send the calls to your lead coordinator’s or a pager. The pager can be monitored by a buyer specialist at peak time. The buyer specialist will call the buyer back and use IVR scripts to attempt to convert the leads into a buyer consultation. Immediate call-backs are the key to getting the consumer while they are still interested and on the phone they called from.
  * Conclusion: The basic 14-step plan is a road map to achieving success in marketing real estate sales listings. By adhering to this plan and applying it systematically, real estate agents can increase the number of potential customers, speed up the sales process, and build long-term relationships with customers. Effective marketing is not just a sales process, but a process of building trust and providing real value to customers.