Seller Marketing

1. Seller Marketing

3. Expired Marketing Expired Marketing is when a real estate agent tries to get a homeowner to list with them after their listing expired with another agent. That means the homeowner had their home for sale with another agent and it did not sell before their contract expired. Their main goal is to get a new listing! The way we can help them on the marketing team is to spread the benefits of why they should list their home with the agent. We can set up a campaign of letters, postcards, SOC cards, or a combination. They need to stick with their expired program at least 6 months to a year before they see true results of the program. It is not worth Marketing to Expired unless you are spending at least $500/month. This would be a combination of mailing, calling, our labor costs, etc.

4. Example of an Expired SOC Card

5. FSBO Marketing FSBO Marketing is when a real estate agent tries to get a homeowner to list with them instead of continuing to try to sell their own home. FSBO = For Sale By Owner Some reasons why a homeowner would want an agent to take over the sale of their home rather than continue trying on their own: Help determine a fair asking price for their home The real estate agent is able to screen prospective buyers so that their time is not wasted with casual lookers, unqualified prospects and bargain hunters. To help with knowledge such as closing costs, lead paint disclosure form, hazardous waste, etc. Open Houses, agent can show their house while homeowners are at work For Sale by Owner homes sell on average 15% less than if sold with a real estate agent.

6. Generic FSBO SOC Card Sample They need to stick with their expired program at least 6 months to a year before they see true results of the program. It is not worth Marketing to FSBO unless they are spending at least $500/month. This would be a combination of mailing, calling, our labor costs, etc.

7. RedX &LandVoice Lead Generating Software What is RedX? RedX is a lead generating software that provides agents with FSBO, Expired and Pre-Foreclosure Listings. RedX provides accurate owner contact information such as, names, phone numbers and mailing addresses, and cross checks against the MLS to see if listings are currently listed, under-contract, or sold. It also checks for DNC and is able to get cell phone numbers and more. RedX is a step above the MLS because the MLS does not provide the correct owner information in order to contact them.

8. Pulling Leads for Expireds and FSBO’s • On the Marketing Team we are not responsible for pulling leads. • The Database Team pulls expired and fsbo leads from the clients lead generating account. • The Database Team uploads the leads into the mailing program such as SendOutCards • The Marketing Team is responsible for sending the campaigns to the leads that are uploaded into the mailing program.

9. FARM Marketing • Farm Marketing is when a client focuses on a specific area or demographic market. It implies that they farm (grow) the area for business. They can choose a specific geographical area or demographic. • So Farm Marketing consists of two main Groups: • Geographic – a zip code, community, sub-division, etc • Demographic – For example a single female looking to buy or seniors looking to downgrade • Once client decides on a marketing campaign for his/her Farm Area such as a monthly postcard or newspaper he/she should continue with it long term – 3+ years. They should expect to see no monetary return on it for at least a year. • It is not worth Farm Marketing unless you are spending at least $500/month. This would be a combination of mailing, calling, our labor costs, etc.

10. Farm Marketing – What do we do? Farm Marketing Analysis – This helps to determine if the agent is farming in a good area or prior to starting to farm. Steve assists with the analysis of the area. He looks to see how many other listings other agents had in a particular area to see if it would generate revenue. Mailings: Just Listed/Just sold Postcards Newspapers Keep-in-touch postcards/cards Website work- add community pages to their website or Facebook pages. Information can include information such as: weather, school information and winter delays/closings, recreational activities, maps of the area with community parks, eating and shopping, emergency information, HOA information, local government news, a link to the Police Reports site, and many other helpful community sections and tips.

11. Just Sold Post Card Example

12. Open House Marketing Open House Marketing is assisting the client with flyers, Open House announcements on their website, emails, etc.

13. Policies/Guidelines

14. Seller Marketing Estimates Seller Marketing Estimates: ***These are estimates and it should be made clear that every case is different as it depends on what the client is looking to do and how many changes they make to marketing pieces. Generally it takes about 10-15 hours to get any Seller Marketing Campaign Started. That will include KO call, sending options/suggestions and creating 4 -5 card mailing campaign. However, the number of cards in the campaign and the amount of changes requested made to the campaign will shorten or lengthen this estimate. A good method of figuring out how long a campaign will take is each post card/card should take about 1.5-2 hours to create - This includes sending to client, making 1-2 changes and sending out test copies. So if they have a 10 card campaign you can estimate that it will take around 15-20 hours just to create the cards and add additional time for KO call and sending suggestions.Ongoing campaign work varies depending if it is automated, manual or an Ishido is printing and mailing themselves.Automated program such as SendOutCards - takes about 1/2 hour weekly for dbasst to pull and upload contacts and about 1/2 hour weekly for mailing team to go in send and update db, send completion email. Manual program such as Quantum Digital - a manual program means that an Ishido has to manually go in and send the cards each week for the same contact list versus the program doing the work for you. It will take 1/2 hour weekly for dbasst to pull and upload contacts and 1/2 hour to and hour for mailing team to go in and send, update db and spreadsheets and send completion email. Ishido Printing/Mailing - It will take the dbasst 1/2 hour weekly to pull contacts and send to Ishido. The Ishido will take 2-3 minutes per mailing in order to print, collate, stamp, label/address and mail. This does not include time if the Ishido needs to take to post office to get tracking. That will be an additional amount of time depending on distance to post office and wait time in post office. There will be about an additional 15 minutes each week to update spreadsheets in order to keep track of campaign. Open House work will not take this much time and creating item to post online should take about 1-1.5 hours to start and shorten from there depending on what client is looking for.

15. Manual Mailing Estimates Manual Mailings: Below are some guidelines to assist with estimates for clients that would like to us to print, stuff and mail letters for them. Budget for Manual Mailing: 2-3 pages, print, collate, fold, stuff, stamp, seal envelope, print and affix address labels: Average time would be about 2-3 minutes per mailing. What can impact time: Is it a mail merge? This can take just a little longer per piece, just to coordinate the address labels and the name on the letter and verify before sealing envelope. Envelopes: if return address is already on envelopes, this will decrease time slightly, due to no need to print and affix a [[#|return address label]], just the delivery address label. Handwritten Envelopes: If we are just doing the addressee’s information: it is about 60-70 per hour, give or take ( all depends on the names! I had one that was mostly foreign names and it took me longer due to frequent checking of spelling.) If we are doing return address and delivery address then around 30 an hour.

16. Seller Marketing – Data File Policy Data File Pull for Seller Marketing Clients: All data files MUST BEAPPROVED BY SHAVETAPRIOR to sending any mailing for first-time Seller Marketing clients.Turnaround time for Database Team is 24-48 hrs. If you need approval from Shaveta ASAP if she hasn’t responded, email TLifneeded so she can get her attention. 1. The MA will email DB Asst, Cc Steve, and ask the Database Assistant to pull the correct contacts/leads from the client's lead-generating program/database and please copy and the paste pivot table into the email so Shaveta can view without opening Excel. Please send the file to Shaveta, Ccing MA and Steve- shavetambansal@gmail.com.2. After the initial piece is out, the Database Assistant will automatically pull the data file and import it into the appropriate mailing program. Depending on agreement the Database Assistant will do a weekly pull of contacts/leads from client’s lead-generating program/database and into the mailing program. Each week after the Database Assistant has uploaded the new contacts/leads into the mailing program, they must email the MA and cc’ marketing@bestagentbusiness.com informing them of the upload and include the list of contacts/leads. It is DB Asst.'s responsibility to keep accurate updates on schedule DB. Please use the template email sample below:Subject: Priority – Best Agent Business-Data File Pull and Approval Needed- Client NameHi (Name of DB asst),We are preparing to send [type of mailing; example "an Expired SendOutCard " "a monthly mailing" "a monthly postcard mailing"] for [client name].  Can you please pull the correct contacts/leads [contacts/leads client named from the client's database/lead-generating program] and please copy and the paste pivot table into the email so Shaveta can view without opening Excel? Please send the file to Shaveta, Ccing MA and Steve- shavetambansal@gmail.com. Please continue to pull from (clients lead-generating program/database) on Friday each week and upload into (Mailing Program) and after upload please email the MA and cc’ marketing@bestagentbusiness.com informing them of the upload and include the list of contacts/leads. Thanks,[signature] *Contact the Team Leader if there are any questions about this policy or if there are any special circumstances* For Existing Seller Marketing Clients: The Database Assistant will automatically pull the contacts/leads from lead-generating program/database and import it into the appropriate mailing program on every Friday unless otherwise requested, so that the mailing can be sent out on every Monday. It is DB Asst. responsibility to keep accurate updates on schedule DB. Each week after the Database Assistant has uploaded the new contacts/leads into the mailing program, they must email the MA and cc’ marketing@bestagentbusiness.com informing them of the upload and include the list of contacts/leads.**Contact the Team Leader if there are any questions about this policy or if there are any special circumstances.

17. Mailing Policies The following are a few helpful guidelines that must be followed when creating a mailing: All contact lists must be approved the first time sending by Shaveta Bansal (Database Team Leader) - please have DB assistant pull and send to Shaveta with pivot table in body of email. Before a mailing can be sent to client contacts, a test mailing needs to go out to Steve, Client, Tina and Mailing ATL. Once the physical test is approved by Steve, Tina, client and Mailing ATL, the mailing can be sent. Anytime any changes are made to the mailing, the physical test needs to be repeated. If we need custom graphics, we work with the Graphics - Julie Jefferson. All Photos that are uploaded into programs will need to be at least 300dpi or if possible 600dpi. This is to ensure quality printing. All companies have their own template guidelines. For example there are not only different sizes of a jumbo postcard such as one company is 8x5 and another is 8.5x5.5 but even if two different companies use the size 8x5 their template guidelines can be different. So if your client wants a custom card and lets say Julie is making the card she will need to know what company we are working with prior to creating the card. The reason is if she makes the card first she may have to re-make it to fit the companies templates and charge the client twice. The same goes for if your client is requesting to change companies but wants to use the same card we custom created. Let the client know that we may possibly have to recreate the card in order to use it within their template guidelines.

18. Time for Q&A!! Code Word is: