How to build your listing funnel leveraging predictive analytics, multi-channel marketing and patience.

1. Mastermind Series
Smart Farms & Funnels
How to build your Listing Funnel leveraging Predictive
Analytics, Multi-channel Marketing and Patience
SPEAKER: Rich Swier, Co-Founder offrs.com
The Real Estate Office of the Future Mastermind Series

2. Before we Start...
This is our Mastermind Series
Warning:
Mastermind Webinars are geared towards showing the impact of
having systems in place to grow your business and tend to have a
lot of info shoved into one presentation.
Please post your questions in the Questions Box, and also offer
comments so we can improve.

3. Let’s talk (Smart) Farming.

4. Quick Overview of (Smart) Farming
PROPERTY IN THE FARM
PROPERTY WITH HIGHER LIKELIHOOD
TO SELL BASED ON ALGORITHM
?

5. Thousands of Properties.
Limited Time & Focus.
Handful of Listing Opportunities.
Where do you start?

6. First Step… Setting Expectations:
Farming takes Time
Not all the seeds will produce Fruit
Data is not Perfect
No Process, No Results
Agents will be Frustrated at First
?

7. The key to building a Healthy Farm
Change your mindset on Leads
Everyone you connect with has value
Commit to the system
Understand your budget
Define Roles and Responsibilities

8. What are the biggest Challenges?
#1. There is a short window to Capture Leads
#2. There is work required to Convert Leads

9. Challenge #1
Short Window to Generate Leads

10. Challenge #1: Short Window to Generate Leads
Month 0 1 2 3 4 5 6 7 8 9 10 11 12
WindowofOpportunity
Timeline to Listing (or dinner)
Key Stat:
Home owners think of selling
4-6 months before listing*
*Zillow Research

11. Challenge #1: Short Window to Generate Leads
Month 0 1 2 3 4 5 6 7 8 9 10 11 12
WindowofOpportunity
Timeline to Listing (or dinner)
Farmer’s
Dilemma #1
Getting ahead of
the curve

12. Solution #1: Build a Funnel
Month 0 1 2 3 4 5 6 7 8 9 10 11 12
WindowofOpportunity
Timeline to Listing (or dinner)
ACTIVEPROSPECTING
LEADCAPTURE
LEADVERIFICATION
LEADHAND-OFF
LEADCONVERSION
Key Stat:
offrs delivers leads on
average 100 days prior to
listing

13. PROPERTY
SMART LEAD
GENERATED FROM
PREDICTIVE
ALGORITHM
Building your Funnel
SMART
LEAD
FARM
Key Point:
Smart Leads make up around
30% of the Farm. Now that we
have a target market, how we
do we begin working the farm??

14. Campaign #1: Phone Survey Campaign
VERIFIED
20 - 30% Connects
40% Surveys
SMART
DATA
FARM
Key Point:
Surveys can eliminate up to 30% of false
positives within 90 days. Farming is
about eliminating the bad seeds as much
as it is about finding the good ones
NOT
SELLING
VERIFIED STATUS
FROM CAMPAIGN
LOOKUP STATUS
FROM CAMPAIGN
PROPERTY
SMART LEAD FROM
PREDICTIVE ALGORITHM

15. Campaign #2: Online Lead Capture Campaign
VERIFIED
10 - 15% Connects
20% Surveys
35 - 70% Coverage
SMART
DATA
FARM
Key Point:
Online Lead Capture produces more false
positives but provides a cost-effective
“wide net” to reach the farm
VERIFIED STATUS
FROM CAMPAIGN
LOOKUP STATUS
FROM CAMPAIGN
PROPERTY
SMART LEAD FROM
PREDICTIVE ALGORITHM

16. Campaign #3: E-Mail Campaign
VERIFIED
2-8% Connects
70% Coverage
SMART
DATA
FARM
Key Point:
E-Mail campaigns can be highly effective
if the content provides value and is not
solicitation on “first touch”
VERIFIED STATUS
FROM CAMPAIGN
LOOKUP STATUS
FROM CAMPAIGN
PROPERTY
SMART LEAD FROM
PREDICTIVE ALGORITHM

17. Campaign #4: Direct Mail Campaign
VERIFIED
2-5% Connects
100% Coverage
SMART
DATA
FARM
Key Point:
Direct Mail is great for middle of the funnel
branding. Depending on the number of Smart
Leads, it can be too expensive for top of the
funnel marketing
VERIFIED STATUS
FROM CAMPAIGN
LOOKUP STATUS
FROM CAMPAIGN
PROPERTY
SMART LEAD FROM
PREDICTIVE ALGORITHM

18. Building your Listing Funnel
LISTING
VERIFIED
LOOKUP
LISTINGS
300
~ 100
~ 30
~ 5
1,000
SMART
DATA
FARM
VERIFIED STATUS
FROM CAMPAIGN
LOOKUP STATUS
FROM CAMPAIGN
PROPERTY
SMART LEAD FROM
PREDICTIVE ALGORITHM

19. How long does it take to build a Farm?

20. Farming Timeline & Costs Per Homeowner Reached
Time
Day 10
CoverageofTotalProperties
10%
Day 60 Day 120 Day 180
20%
30%
40%
50%
Survey Coverage
Online Coverage
Farm Maturity Target Date

21. Challenge #2:
Conversion of Leads

22. Challenge #2: Conversion of Leads
300 2,000
NumberTouches
(wateringtheseeds)
20
2
The Farm (Home Owners)
Farming
Smart Farming

23. Density of Marketing converts Leads
300 2,000
NumberTouches
(wateringtheseeds)
20
2
The Farm (Home Owners)
Farming
Smart Farming
Predictive Analytics and Lead
Capture determines which seed
is most likely to produce fruit.
Multi-Touch programs put you
ahead of the competition

24. Density of Marketing wins Leads
300 2,000
NumberTouches
(wateringtheseeds)
20
2
The Farm (Home Owners)
Farming
Smart Farming
Farmer’s Dilemma #2
Watering the Leads while they grow

25. Best Practice for Lead Conversion
Lookup
Status
Verified
Status
Property
Report or
Marketing
Piece
Follow Up
Phone
Call
“Did you
receive my
letter?”
Mailer
Email
Voice Mail
Lead Nurturing Sphere
Every 2 to 3 Weeks for 3
months minimum
Smart Lead
after contact

26. Setup flow in your lead system?
Send Leads
Setup Lead Nurturing

27. Roles and Responsibilities
ISA Role (Optional): Qualifies each Lead.
Manages the Lead Nurturing process
including outbound marketing
Most Common reasons for
failure…
● No or minimal Lead Follow Up
● No consistent marketing program
that builds on the multi-touch
campaign
● No marketing assets or clear “call to
action” (e.g. campaign)
● No internal processes to support
farming
● Farming is off and on. Not Consistent
Agent Role: Builds relationship with
qualified leads and focuses on winning
the listing

28. Checklist
Must have in order to be effective in Smart Farming
Marketing Assets
❏ Strong Call to Action for Sellers
❏ Branded Direct Mail Piece
❏ Branded Email Templates
❏ Branded Online Ads
❏ (Facebook & Google)
❏ Branded Mailer
❏ CMA / Property Report
❏ Marketing Piece
ISA Process (If Applicable)
❏ Weekly Follow Up Phone Calls
❏ Weekly Mailers
❏ Monthly VM Drops
❏ Monthly Emails
❏ Monthly Online Ads
❏ Upload / Manage Sphere Database

29. In Summary...
Smart Farming is a commitment on building a
sustainable funnel. This ensures optimized lead
capture, putting you first in the door while cutting out
unnecessary expenditures - saving you time and
money over the next 12 months.

30. Questions?
Want to Schedule a Time to Talk?
Contact Lee Dickson at lee.dickson@offrs.com or by calling 941-448-4234