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Contact Database (SOI) Marketing for Real Estate

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How Realtors can successfully create, organize and stay in touch with their Contact Database. Sphere of Influence Marketing best practices and more.

Published in: Marketing

Contact Database (SOI) Marketing for Real Estate

  1. 1. Take Control of your Contact Database Samuel Scott F I N A N C I A L G R O U P
  2. 2. Topics ü SOI & Referral Business ü Gathering Contacts ü Organizing your Database ü Automatic Campaigns ü Personalized Marketing Samuel Scott F I N A N C I A L G R O U P
  3. 3. Lead Sources for Real Estate Agents Samuel Scott
  4. 4. Top 5 Lead Sources 1 • Sphere of Influence 2 • Community Farm Samuel Scott F I N A N C I A L G R O U P 3 • Advertising 4 • Listings 5 • Groups / Organizations
  5. 5. You can only market to TWO types of people
  6. 6. You can only market to TWO types of people Samuel Scott F I N A N C I A L G R O U P 1. People you know 2. People you don’t know
  7. 7. Sphere of Influence vs Everything Else Samuel Scott
  8. 8. Sphere of Influence is #1 Agents do more business from their Sphere than any other lead source. Samuel Scott F I N A N C I A L G R O U P
  9. 9. 54% of Buyers
  10. 10. 64% of Sellers
  11. 11. SOI Marketing Increase communication with your Sphere and get more real estate referrals. Samuel Scott F I N A N C I A L G R O U P
  12. 12. SOI Marketing At the heart of consistent communication, is an organized Contact Database. Samuel Scott F I N A N C I A L G R O U P
  13. 13. Create your Database 1. Gather the contact info 2. Put into an excel spreadsheet 3. Organize (rating, relationship, categories) 4. Fill in the blanks 5. Set up contacts in your CRM(s) Samuel Scott F I N A N C I A L G R O U P
  14. 14. Samuel Scott Step 1 Hunt & Gather
  15. 15. Step 1 Hunt & Gather Collect contact information for everyone you know and put it in one place. Samuel Scott F I N A N C I A L G R O U P
  16. 16. Step 1 Hunt & Gather 1. Family & Friends 2. Past Clients 3. Neighbors 4. Professional Contacts 5. Social Networks (on and offline) Samuel Scott F I N A N C I A L G R O U P
  17. 17. Step 1 Hunt & Gather Samuel Scott F I N A N C I A L G R O U P 1. Address book 2. Holiday card list 3. Business cards 4. Past work contacts 5. Past classmates 6. Neighbors 7. Networking Group lists 8. Professional Organization rosters 9. Sports Clubs 10. Service Providers 11. Email contacts 12. Mobile contacts 13. Facebook friends 14. Linked In contacts 15. Spouse’s friends & family 16. Spouse’s co-workers 17. Children’s friends (or parents) 18. Children’s networks
  18. 18. Step 2 Excel-ent Database Samuel Scott
  19. 19. Step 2 Excel-ent Database Samuel Scott F I N A N C I A L G R O U P 1. First Name 2. Last Name 3. Email Address 4. Phone Number 5. Address / City / State / Zip 6. Birthdate 7. Rating 8. Category
  20. 20. Step 3 Easy Organization Samuel Scott
  21. 21. Step 3 Easy Organization Common Categories 1. Past Clients 2. Friends & Family 3. Neighbors 4. Professional Contacts 5. Renters 6. Relocation 7. First time buyers Samuel Scott F I N A N C I A L G R O U P
  22. 22. Step 3 Easy Organization A Contact is likely to use or refer to you B Contact who would use or refer to you with more contact C Contact who is questionable about using or referring you D Delete these contacts, they won’t use you Samuel Scott F I N A N C I A L G R O U P
  23. 23. Step 4 Fill in the Blanks Samuel Scott
  24. 24. Step 4 Fill in the Blanks • Do you have email addresses but no mailing addresses? • Are you missing phone numbers? • Is their birthday listed on Facebook? • Not sure if their address is accurate? Samuel Scott F I N A N C I A L G R O U P
  25. 25. Step 4 Fill in the Blanks Samuel Scott F I N A N C I A L G R O U P
  26. 26. Step 4 Fill in the Blanks Excuses to Call ü Address Book Update ü Thinking of you ü Something’s coming In the mail for you ü Just driving by the neighborhood ü Invitation to event ü Marketing feedback Samuel Scott F I N A N C I A L G R O U P
  27. 27. Step 4 Fill in the Blanks Phone Call Goals ü Reconnect with your Sphere ü Get missing contact info ü Confirm contact info you have ü Ask questions (family, work, life) ü Mention real estate ü Be ready to answer questions!! ü If there is an opening – set an appointment!! Samuel Scott F I N A N C I A L G R O U P
  28. 28. Step 5 KIT with your SOI Samuel Scott
  29. 29. Step 5 KIT with your SOI Database Decision Making ü How many people are in your database? ü What type of people make up my database? (Categories / Rating) ü How many people can I send emails to? ü How many people can I afford to send direct mail to? ü How many people can I call each week? ü How many people should I give special attention to? (A Rated) Samuel Scott F I N A N C I A L G R O U P
  30. 30. Step 5 KIT with your SOI Samuel Scott F I N A N C I A L G R O U P
  31. 31. Step 5 KIT with your SOI Upload Contacts into CRM and schedule… ü Email newsletters ü Local market updates ü Print newsletters ü Birthday and holiday cards (or eCards) Samuel Scott F I N A N C I A L G R O U P
  32. 32. Step 5 KIT with your SOI Spice it up with special pieces… ü Thanks for giving me your contact info. Here’s how I will use it… ü Holiday Card ü New year real estate forecasts ü Listing info (new, open, sold) ü News and announcements Samuel Scott F I N A N C I A L G R O U P
  33. 33. Step 5 KIT with your SOI Be authentic ü Remember your USP and personality. ü Don’t sell. Engage and educate. Categorization is key ü Top 25 strategy (A-rated contacts) ü Social Group strategy Samuel Scott F I N A N C I A L G R O U P
  34. 34. Step 5 KIT with your SOI Re-mix Content with Personalized Info ü Use hyper-local market trends ü Highlight calendar events important to this group ü Open emails with personal intro ü Customize content for social groups ü Add a post-it note to mailed pieces Samuel Scott F I N A N C I A L G R O U P
  35. 35. Step 5 KIT with your SOI Samples of a Re-mixed Newsletter ü I’m selling my brother’s house! | Feb Real Estate Update ü San Raphael Values up 4% this Month |Feb Real Estate Update ü Yogis are taking over Carmel Valley | Feb Real Estate Update ü Top Neighborhoods for Investors | Feb Real Estate Update Samuel Scott F I N A N C I A L G R O U P
  36. 36. Brought to you by, Samuel Scott Financial Group Samuel Scott

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