1. Metricsand Goalsfor Jack HamiltonRealty from 2005 to 2010
My goalsin 2005 were to increase company revenueand my personalsales.Since,at thetime, my
personalsaleswere zero thatseemed to be the easier of the two.
The order of importance wasto increase salesrevenue andsecondlysell one milliondollarsinreal
estate duringmyfirstyear.Market researchindicatedthe marketsegmentwhere Icouldbe most
efficientwouldbe young firsttime homebuyersinthe price range of 125k-200k. I focusedmypersonal
marketingefforts onthatsegment.The reasoningbehindchoosingthissegmentwasbecause thesefirst
time home buyerswouldbe more tolerantwithmylackof experience asopposedtosegmentsinthe
500k range.
The large concentratedsource of marketresearchindicatednew homebuyerswouldbe foundat
apartmentcomplexes,specificallyapartmentbuildingswithincome requirementsthatputtheir
renters/residentsinmypersonal salestargetmarketrange.Igatheredall the names,addresses,and
telephonecontactsof all the apartmentcomplexesabove 300 units.300 unitsgave me a favorable price
pointwithbulkmailingwhenusedinthe same zipcode andaddedto JHR’s regularbulkmail efforts.I
designedthe single page flyertobe attractive to youngfirsttime home buyers inmy125k-200k target
marketwiththe objective of driving themtomywebsite AtlantaRealEstateGuide.comwhereIcoulduse
more effectiveincentivesforthemtorespondtome by phone or contact form.
Duringthistime I was offeredclientsfrommyfamily,however,Iwantedtoforce myself tomeetmy
goalsfromnewbusinessonlygeneratedfrommyefforts.AtlantaRealEstateGuide.comhadexamplesof
homes,prices,paymentandfinancingoptionsaswell asinformationregardingareas,schools,shopping,
and lifestyles.
I designeda“Welcome toRoswell”packetincludinglocal discountsandinformationonparks,
restaurants,entertainment,currentevents,schools,andlifestyles.Iwoulddeliverthese packetstoall
the largeremployersinthe Roswell/AlpharettaareabycontactingtheirHR departmentincharge of
transfersandhiring.All itemswere enclosedinanenvelope titled“Yourdiscountsare enclosed.”After
goingoverthe contentsand discountswiththe HRdepartment,mostwere happy tosendthemtotheir
transfersupontheirarrival.Some evenaskedforapackage for themselves.These packetswere
designedtodrive traffictoone of the many companywebsiteswe owned(atlantarealestateguide.com).
As statedabove,the websitegave these transfersmore incentivesuponarrival.
To contact me throughthe website Ileftan800# whichI coulduse to capture the prospectsphone
numberas well asuse inmy metrics.Usingthe above methodsIhadthe followingresults.
First year results
Personal sales:1,280,000
20% referralon all company salescommissionsgenerated by transferpackets,
AtlantaRealEstateGuide.com,and 800#.

2. These numbers (inmillions) are notexactbuttheyare veryclose tothe original dataandthe line spikes
are the same.Flyers,Welcome packets,anddiscountsbundlesweregivenoutstartinginJanuarywhich
explainsthe spikeintoFebruaryandMarch. Letit be knownthe 2008 data is fromthe housingcrash
and itwas extremelydifficulttoqualifyclientsfor loans,eventhoughprospectswere stillcominginto
the office andvisitingthe website.Iwasable to track and matchthe spikesincertainmonthsandlink
themdirectlytowebsite signups,callbacks,and doorknocking.
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