Sustained Seller Property Marketing: A 14-Step Lead Generation Plan

Chapter: Continuous Marketing of Seller Properties: The 14-Step Plan to Achieve More Leads

Introduction

In the competitive real estate market, listing a property for sale is not enough. Continuous and thoughtful marketing is key to attracting the largest number of potential customers, achieving the best price for the seller, and ultimately increasing your team’s sales. This chapter presents a detailed 14-step plan designed to ensure maximum reach to the target audience for each property you list. This plan is a comprehensive strategy built on the principles of scientific marketing, aimed at transforming each property into a mine of potential customers.

Main Goal: Increase the flow of leads through effective and continuous marketing of listed seller properties.

Basic Equation for Success:

Total Sales = Number of Listings * Conversion Rate

To achieve the goal of increasing sales, the focus should be on two basic aspects: increasing the number of listed properties and enhancing the conversion rate. This plan focuses on the second aspect by transforming each listed property❓ into a magnet to attract potential customers, thereby increasing sales opportunities.

1. Staging and Pricing Strategies

• Staging: A basic scientific principle in marketing psychology called the “Halo Effect.” When potential buyers see a professionally staged property, they directly associate this with high quality and value. This affects their overall perception of the property and makes them more willing to pay.
• Pricing Strategies: Pricing is a strong signal to buyers. Understanding price psychology is crucial. For example, using “Psychological Pricing” like 999,999 instead of 1,000,000 can make the price seem lower, even though it is very close. Comparative Market Analysis (CMA) ensures competitive pricing that attracts buyers and achieves maximum value for the seller.

Practical Example: Analyze recent sales data of similar properties in the area to determine an ideal price range. Using tools such as Regression Analysis can help determine the impact of factors such as area, location, and features on the sale price.

2. “For Sale” Sign and Directional Signs

• Visibility is Key: A “For Sale” sign is a constant advertisement that works around the clock. Its strategic placement in a location easily visible from traffic, along with the use of clear directional signs, significantly increases the likelihood of attracting potential buyers.
• Using the law of “Visual Acuity”: Make sure that the font size and color used on the sign and signs ensure a clear view from a distance.

3. Flyer Tube/Box and Distribution in the Neighborhood

• Local Reach: Flyers are still an effective tool for reaching local residents interested in buying in the area. An attractive design and comprehensive, clear information are key to attracting attention.
• Principle of Repetition: Distributing flyers periodically increases the recall of your name and brand in the minds of local residents.

4. In-House Flyers/Home Book/Comment Cards

• Enhanced Experience: Providing detailed information inside the house, such as a Home Book highlighting unique features and history, enhances the visitor experience and increases their interest. Comment cards allow for collecting valuable feedback to improve future marketing strategies.
• Sentiment Analysis: Written comments can be analyzed to identify positive and negative sentiments associated with the property, helping to understand strengths and weaknesses.

5. MLS (Multiple Listing Service)

• A Window to the World: The MLS system is a comprehensive database that reaches a wide network of agents and potential buyers. Entering accurate information and high-quality photos is crucial for making a good impression.
• Search Engine Optimization (SEO): Using relevant keywords in the property description increases its visibility in search results within the MLS system.

6. Listing the Property Online with a Virtual Tour

• The World at Your Fingertips: Having the property online with a Virtual Tour allows potential buyers to explore the property from anywhere at any time. This saves time and effort for buyers and qualifies potential customers.
• Bounce Rate: Monitor the bounce rate on the property’s page on your website. If it is high, it may indicate that the content is not attractive or that the virtual tour is not working properly.

7. Displaying the Property in a “Marketing Tool” (Calendar, etc.)

• Distinction: Displaying the property in a tangible marketing tool such as a calendar or magazine increases its visibility and makes it memorable.
• Return on Investment (ROI): Track the number of potential customers generated through this marketing tool to assess its effectiveness.

8. Open House Program

• Opportunity for Direct Interaction: The Open House provides an opportunity for direct interaction with potential buyers and answering their questions. Good preparation and advance promotion are essential for the success of the Open House.
• Traffic Analysis: Track the number of visitors and their source (e.g., online advertising, directional signs) to assess the effectiveness of promotion strategies.

9. Broadcasting via Email/Fax/Voice

• Targeted Reach: Broadcasting via Email/Fax/Voice allows reaching a specific target audience with information about the property.
• Open Rate and Click-Through Rate: Track these metrics to assess the effectiveness of your broadcast campaigns.

10. Tracking Offers/Collecting Feedback

• Continuous Improvement: Tracking the number of offers the property receives and collecting feedback from buyers and agents allows identifying strengths and weaknesses in the marketing strategy and making necessary adjustments.
• Variance Analysis: Compare the expected number of offers with the actual number to identify any potential deviations.

11. Targeted Marketing

• Identifying the Right Audience: Identifying the appropriate target audience for the property (e.g., families with children, young professionals) allows customizing marketing messages to increase their effectiveness.
• Market Segmentation: Dividing the market into subgroups based on demographic, geographic, and psychographic characteristics.

12. Weekly Updates for the Seller

• Maintaining Transparency: Providing the seller with weekly updates on marketing efforts and their results builds trust and ensures that they are aware of everything that is happening.
• Key Performance Indicators (KPIs): Identify key performance indicators such as the number of online views, the number of visits to the property, and the number of offers received, and share them with the seller.

13. Property Caravans

• Collaboration and Communication: Property caravans allow other agents to see the property and provide their feedback, increasing sales opportunities.
• Network Analysis: Identify the most influential agents in your network and invite them to participate in property caravans.

14. Creative Marketing Ideas

• Standing Out from the Competition: Using creative marketing ideas such as contests, special offers, and collaboration with local businesses helps attract attention and stand out from the competition.
• A/B Testing: Testing different marketing ideas to determine which is most effective in attracting potential customers.

Interactive Voice Response Systems (IVR)

• Technology for the Next Generation of Customers: The IVR system allows potential buyers to get information about the property by phone around the clock. This provides convenience for buyers and allows you to capture their contact information.
• Response Rate: Track the response rate of the IVR system to assess its effectiveness in attracting potential customers.

Why IVR?

1. Convenience for the Consumer: Consumers prefer to call a voice recording rather than speaking directly to a sales representative❓.
2. Qualified Leads: The IVR system provides valuable information about callers’ interests.
   • Knows they are interested in buying a home.
   • Knows what type of home they are looking for.
   • If they are calling from a “For Sale” sign, they are likely not already working with a real estate agent.
3. Improved Customer Service: The system is available 24 hours a day, 7 days a week.
4. Increased Productivity: Saves time and effort by providing automatic information.
5. Increased Sales: 10-20% of calls can be converted into closed deals.
6. Data Capture: Records important information that the caller may forget.
7. Powerful Marketing Tool: Can be used in your presentation to potential sellers.

Recording Voice Ads:

• Record a clear and engaging voice ad that includes:
  1. Address.
  2. City.
  3. Number of rooms.
  4. Number of bathrooms.
  5. Area (mentioning the source).
  6. Distinctive features.
  7. Information about schools and the neighborhood.
  8. Website address.
• Do not mention the price in the voice recording to allow the sales representative the opportunity to contact the caller.

Call Tracking:

• The IVR system provides reports on call activity, helping to identify the most effective sources of potential customers.

Callback:

• The sales representative should call back the callers as soon as possible to convert them into potential customers.

Conclusion

This 14-step plan is not just a task list, but a comprehensive marketing philosophy aimed at maximizing the value of each property you list. By applying these steps consistently and thoughtfully, you will be able to attract more potential customers, increase your team’s sales, and achieve success in the competitive real estate market. Remember, success in real estate does not come from luck, but from careful planning and meticulous execution.