The 14-Step Plan: Marketing Sales Lists for Lead Generation

Chapter 4: The 14-Step Plan: Marketing Sales Listings to Increase Potential Customers

Introduction

In the competitive real estate market, generating leads is a constant challenge. This chapter presents an integrated plan consisting of 14 effective steps to market real estate sales listings, aiming to attract the largest possible number of potential customers and convert them into actual customers. This plan relies on a combination of traditional and digital strategies, with a focus on measuring performance and continuous improvement.

Strategic Importance of Marketing Sales Listings

Marketing sales listings is not just about displaying available properties; it is a strategic investment aimed at:

• Generating leads: attracting customers interested in buying or selling❓ properties.
• Strengthening the brand: building a strong reputation for your team or company as market experts.
• Increasing sales: converting leads into successful deals.
• Achieving a high return on investment (ROI): ensuring that marketing efforts lead to tangible results.

The 14-Step Plan for Marketing Sales Listings

This plan consists of an integrated set of actions that must be applied systematically to each sales listing to achieve maximum results:

1. Staging and Pricing Strategies:

   • Staging: Preparing the property❓❓ for display in the best possible way, through cleaning, arranging, and adding aesthetic touches that highlight its features.
   • Pricing: Determining a competitive and attractive price, taking into account the following factors:
     • Comparative Market Analysis❓❓ (CMA): Comparing the property to similar properties recently sold in the same area.
     • Current Market Conditions: Assessing supply and demand, interest rates, and other economic indicators.
     • Property Value: An accurate valuation of the property by a certified appraiser.
     • Proposed mathematical formula: Initial Price = (Average Price per Square Meter in Area) * (Property Area in Square Meters) * (Market Condition Adjustment Factor)
       Average Price per Square Meter in Area average price per square meter in the area
       Property Area in Square Meters property area in square meters
       Market Condition Adjustment Factor adjustment factor reflecting the market condition (greater than 1 in case of high demand, less than 1 in case of low demand)

2. “For Sale” Sign:

   • Placing a prominent and clear “For Sale” sign in a strategic location on the property.
   • Using additional signs (Rider Signs) highlighting specific features❓ (such as “fully renovated” or “great view”).
   • Placing directional signs in the surrounding areas to guide those interested to the property.

3. Flyer in Box/Tube:

   • Distributing visually appealing flyers in the area surrounding the property.
   • Placing flyers in a box or tube on the “For Sale” sign.

4. Flyers in House/Home Book/Comment Cards:

   • Placing detailed flyers inside the property, with high-quality photos and comprehensive information.
   • Providing a “Home Book” containing additional information about the property and the surrounding area.
   • Providing comment cards for collecting visitor feedback.

5. MLS (Multiple Listing Service):

   • Listing the property in the MLS, a central database of properties available for sale.
   • Ensuring that the listing includes high-quality photos and an accurate and detailed description of the property.

6. Web Listings with Virtual Tour:

   • Creating a dedicated webpage for the property on your website.
   • Adding a Virtual Tour of the property, allowing potential buyers to explore it remotely.
   • Search Engine Optimization (SEO) to ensure the ad appears in relevant search results.
   • Place the IVR number of the property in the ad description.

7. Marketing the Property in a “Marketing Vehicle”:

   • Displaying the property in calendars, magazines, or any other relevant marketing vehicle.

8. Open House Program:

   • Organizing regular “open house” events, advertised in advance.
   • Providing refreshments and snacks to attract visitors.
   • Collecting visitor contact information for follow-up.
   • After each open house, the number of visitors should be analyzed, and their interest in the property should be assessed.

9. E-mail/Fax/Voice Broadcast:

   • Sending emails, faxes, or voice messages to your contact list, with information about the property.
   • Include a link to your website in every message.

10. Track Showings/Collect Feedback:

    • Recording all property showings, including date and time, and visitor information.
    • Collecting visitor feedback on the property, using surveys or interviews.

11. Target Marketing:

    • Identifying target segments of potential buyers (such as young families, retirees, investors).
    • Customizing marketing efforts to meet the needs and interests of each segment.

12. Weekly Seller Updates:

    • Providing the seller with weekly reports on marketing efforts and results.
    • Keeping the seller informed of market conditions and competition.

13. Property Caravans:

    • Organizing property viewing tours with other real estate agents.
    • Exchanging information and feedback with other agents.

14. Creative Marketing Ideas:

    • Exploring unconventional marketing ideas, such as organizing contests, participating in real estate exhibitions, or using special promotions (such as $10,000 discounts).
    • Using marketing offers: such as offering a free subscription to an online TV streaming service or a smart TV.

Interactive Voice Response (IVR) System

The Interactive Voice Response (IVR) system is a powerful technological tool for marketing sales listings:

• How it works: The system records a detailed audio description of the property, and potential buyers can listen to it by calling a dedicated phone number.
• Data Collection: The system collects callers’ phone numbers and sends them to your team, allowing you to contact potential customers.
• IVR Benefits:
  • providing information❓ around the clock: customers can access information at any time.
  • Filtering potential customers: identifying customers who are most interested in the property.
  • Improving customer service: providing accurate and comprehensive information.
  • Increasing productivity: saving your team time by automatically answering initial inquiries.
• Example of an IVR Scenario:
  • “Welcome to the property information system of [Team Name]. For information about the property located at [Property Address], press 1. To speak with one of our representatives, press 2.”
• Mathematical formula for estimating the return on investment (ROI) of an IVR system:
  ROI = ((Number of Sales Generated by IVR * Average Commission per Sale) - IVR System Cost) / IVR System Cost

Recording Audio Ads

• Audio advertisements should be recorded by someone with a clear and pleasant voice.
• Advertisements should include the following information:
  • Property address
  • City
  • Number of bedrooms and bathrooms
  • Area (with source mentioned)
  • Prominent features
  • Information about schools and the neighborhood
  • Your website address
• Do not mention the price of the property in the recording.

Call Tracking

• IVR calls should be tracked to identify the most effective marketing sources.
• Potential customers should be called back as soon as possible, using prepared scripts to handle their inquiries.

Conclusion

The 14-step plan is a comprehensive framework for effectively marketing real estate sales listings. By applying these steps systematically, you can increase the number of leads, strengthen your brand, and achieve your sales goals. Success depends on commitment, precise execution, and continuous improvement.