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Get neighbors on the move 1 21 14
The document outlines techniques for real estate agents to increase listing production through neighbor engagement and referral strategies. It emphasizes the importance of utilizing past clients, local market knowledge, and targeted communication methods like 'just listed/just sold' campaigns to build relationships and foster interest in moving. Tools like the Cole directory and online resources are highlighted as valuable for effective prospecting and community outreach.
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Get neighbors on the move 1 21 14
- 1. Get Neighbors On theMove 1
- 2. Cole Directory Then andNow • Published in 1947 • “Blue Book” • Crisscross directory Invaluable information for industries: Telemarketing Debt collection Law enforcement Today, web-based lead generation for Realtors
- 3. Housing Snapshot Session Framework Powerful,easy to use tool Just Listed/Just Sold search Virtually prospect from your desk Approach & offer Questions
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- 6. Captivate Neighbors • Builta relationship • Receptive to your message • Motivate • Considering a move themselves 6
- 7. Increase Listing Production Surveyrevealed transactions are sourced to: • Past Clients /Center of Influence • Expireds • FSBO’s • Just Listed/Just Sold 7
- 8. For Agents… Reach outto neighbors through the power of: • Just Listed / Just Solds campaigns • Using Centers of Influence to build Referral campaigns (Productive Farming) • We Have Buyers campaigns
- 9. Just Listed/Just Sold SessionFramework Why Timing is Critical? Powerful, easy to use tool Just Listed/Just Sold search Virtually prospect from your desk Approach & offer Questions
- 10. Bird’s Eye View •Pull up the closest neighbors on the street • Provides contact information for direct mail and telemarketing campaigns • Have snapshot of 75 closest neighbors
- 11. Hello… 411 Information Calls—nosales or service calls • Introductory • “I’m sure you have seen the sign in the yard. Barb & Mike are moving. I apologize if there’s been some extra traffic on your street checking out the property. Here’s my number if you have any questions. I also might stop by next week and drop off a business card.” 11
- 12. Hello… 411 Information Calls—nosales or service calls • Open House Invite • “I wanted to give you a heads up that I’m hosting an Open House for Mike & Barb on Sunday afternoon. Again, I apologize for the cars that will be lining the street. Feel free to stop by if you want. I would love to tell you about the current market conditions…” 12
- 13. Hello… 411 Information Calls—nosales or service calls • Just Sold • “If you haven’t heard the great news yet, Mark & Barb’s house just sold! The market has really turned and houses are selling quickly! In fact it was only on the market for 10 days and sold for $XX more…. Think of me next time you are buying or selling.” 13
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- 15. Centers of InfluenceSession Framework Referrals • Powerful, easy to use tool • Just Listed/Just Sold search • Virtually prospect from your desk • Approach & offer • Questions
- 16. Build Your Brand •Contact Centers of Influences & Past Clients for permission to contact their neighbors • Why? – Use their name as credibility to leverage a conversion with a neighbors within a geographic area you would like to farm 16
- 17. Neighborhood Farming • Google Maps™ technology •Accurate information • Easy to use 17
- 18. Hello… • Provide informationof value to prospect • 411 information call: – Mention your Past Clients and Centers of Influence – Listings of recently sold homes and include price. – Open house invite (does not have to be your listing!) – Make it personal: LOCAL, CHURCH, SCHOOLS 18
- 19. Hello… • Utilize pastclients to call the neighbors • “I’m not sure if you know Barb & Mike, they live at 2621 SW 14th and suggested that I call and introduce myself to their neighbors. They have been great clients of mine and with houses currently moving in the neighborhood they thought I should call and introduce myself…” • “My children actually go to Roper Elementary down the street…I actually serve on their Welcome Committee…” 19
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- 22. We Have Buyers! Shortageof existing houses is critical to your success! – It provides context to your prospecting call. – May get interest and leads in other neighborhoods. – Provides future follow-up opportunities. – Do NOT ask if they are looking to sell. Ask if they know of anyone? If they are, it will come up in conversation. 22
- 23. Hello… 411 Information Calls—nosales or service calls • Interested Buyer • “I have a buyer interested in your neighborhood, and as you know there are very few homes for sale. This is a great family that anyone would want as their neighbor. Do you know if anyone around you is interested in selling?” 23
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- 26. Increase Listing Production •“If your goal is to do 3-4 transactions per year, you don’t have to prospect, you don’t have to be a salesperson and you don’t have to have good skills and techniques. You simply have to be in the right place at the right time a few times a year to do a few deals. However, is that what you really want from this business?” - Mike Ferry 26
- 27. Track & Measure Onceagain, track and measure
- 28. Real Estate ListingForm To be used with Cole Realty Resource. Address/Neighborhood of Listed Property www.colerealtyresource.com Listing secured by: Date of Contact Name Address Phone Future Prospect Moving to: Referral # of bedrooms Summary/special features 800-800-3271
- 29. Jump Start YourSales • Customer Service: 1-800-283-2855
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Editor's Notes
- #2 3 Tactics to Gain Sellers When For Sale Homes are Scarce - Cole Realty Resource As you know, Mike says never stop PROSPECTING. New and seasoned veterans prospect EVERY DAY in order to achieve success. Cole Realty Resource online provides UNLIMITED PHONE NUMBERS for only $395/year. All the phone numbers you will ever need for: Just Listed, Just Sold, Farming and Expireds. Key household information includes: Owner/Renter, Purchase Amount, Home Value, Length of Residence, Date of Birth and additional Household Members. Be sure to ask for the Mike Ferry discount.
- #3 Welcome to Cole Realty Resource. You've signed on to a powerful tool that allows users to search for qualified leads in your neighborhood. In less than 30 minutes, we'll show you how to use the neighbor search to target your best prospects for mailing or telemarketing. You can find businesses and consumers close to your Just Listed or Just Sold properties to find new customers with unlimited searches and unlimited downloads. Cole Realty Resource also empowers agents to: •Farm a neighborhood using our Google Mapping App •Target prospects by home value, street, length of residence etc. •Find potential first time home buyers by targeting renters We'll also have a brief demonstration and some time for Q & A. At Cole Information, our passion is helping businesses find new customers. During today’s presentation, I’m going to show you the highlights and benefits of the program, how easy Cole Lists is to use to target consumers or businesses. If at any time, you have any questions, please type your question into the console to the right of the presentation & we’ll answer those questions.
- #4 The housing market across the country has seen a dramatic shift in the last six months—an improving economy and relatively low interest rates are boosting buyer demand. Here’s some new opportunities: Homes are selling for more They’re also selling quicker And the inventory of existing homes is at historically low levels—coupled with the fact that there’s not a lot of new building going on right now. The question becomes
- #5 In addition, we think realtors are most successful when you have support. That’s why we created an online community called Cole Community, where with articles, a blog & other content including past webinars we think is interesting & is beneficial to small business owners like yourself. We invite you to take a look around, check out the site & use it as a resource for your needs.
- #6 Cole Community features articles, a blog & other content including past webinars we think is interesting & is beneficial to small business owners like yourself. Best of all, it’s FREE! We invite you to take a look around, check out the site & use it as a resource for your needs.
- #7 The neighbors of your list listed/just solds are a captive audience because Whether you’re aware of it/not you’ve built a relationship with these people Therefore, they’re receptive to your message—they’ve seen you at the open houses, they know you’re working for their neighbor, you’ve in essence, built a relationship with these people They’re also motivated to get an equally good neighbor into their home—an empty house or a bad neighbor who doesn’t keep up their home depreciates the value of the neighborhood itself They too may be looking to make a change—depending on where they’re at in life—either to a larger house or maybe they’re downsizing—you can help.
- #8 Webcast focus on increasing your listing production based on knowledge that we have gained over the years working with top producers from all across the country MFO survey showing what the top 150 producers who closed an average of 90 transactions/year in their coaching program revealed 1. 28 % get their biz from past clients and/ Center of Influence whether that’s direct business from them or referrals from them. 2. 13% drummed up business with Just Listed/Sold calls, doors and mailing campaigns. 3. 11% contacted Expireds and cancelled listings in the marketplace. 4. 9% drummed up business via FSBO’s and also cold doors 5. Sign calls, direct mail response, agent & company referrals
- #9 That’s why Realtors need to reach out neighbors through the power of:
- #10 1) Take a moment, and let’s talk about why Just listed Just Sold works, timing is critical: Allows you leverage your visibility and credibility Leverage the fact that your name is in the front of the neighbors house Leverage the credibility that their neighbor trusts you Take advantage of “keeping up with the Joneses”. If they are moving up to a larger home you want to also. These three elements make you a GREAT prospect for listing your home. The alternative to sit in your office and wait for a selling to call you, at which point your competition for that listing is everybody else in your office and/or company. So your lucky if one day a month you get a call because you’re next in the Que. Which would you prefer? Sit and be reactive or take charge by being proactive?
- #11 Now let’s talk about an easy solution: Cole Realty Resource allows you to pull up the CLOSEST neighbors through our Aerial View search. Allows you to easily contact the closest 75 neighbors with visual of the home.
- #12 Scripting is essential and VERY easy. These are NOT sales calls. They are NOT a service call. It’s just a 411 informational call to the neighbors. Call #1: Introductory: I’m sure you have seen the sign in the yard. Tyler & Anslee are moving. I apologize if you notice some extra traffic in the area checking out the property. Here’s my number if you have any questions. I also might stop by next week and drop off a business card. Call #2: Open House: I wanted to give you a heads up that I’m hosting an Open House for Anslee & Tyler on Sunday afternoon. Again, I apologize for the cars that will be lining the street. Feel free to stop by if you want. I know curiosity might get the best of you, so if you have never been in their house, this might be the time to check it out. Call #3: Just Sold: If you haven’t heard the great news yet, Anslee & Tyler’s house Just Sold. The market has really turned and houses are selling quickly! In fact it was only on the market for 10 days and sold for $25,000 more than they purchased it for 7 years ago. It was great getting to know all of the neighbors on the street while I was working for Anslee & Tyler.
- #13 Scripting is essential and VERY easy. These are NOT sales calls. They are NOT a service call. It’s just a 411 informational call to the neighbors. Call #2: Open House: I wanted to give you a heads up that I’m hosting an Open House for Anslee & Tyler on Sunday afternoon. Again, I apologize for the cars that will be lining the street. Feel free to stop by if you want. I know curiosity might get the best of you, so if you have never been in their house, this might be the time to check it out.
- #14 Scripting is essential and VERY easy. Call #3: Just Sold: If you haven’t heard the great news yet, Anslee & Tyler’s house Just Sold. The market has really turned and houses are selling quickly! In fact it was only on the market for 10 days and sold for $25,000 more than they purchased it for 7 years ago. It was great getting to know all of the neighbors on the street while I was working for Anslee & Tyler. NOTE: This does not have to be your transaction. Use any Just Sold property in your MLS system. Use that Sale to leverage why you are calling.
- #15 Show results! Postcards should be simple straight forward & clear. According to Joy Gendusa of postcardmania.com, elements that must be included in your postcard should include: Clear and bold headline Graphics that support your message Color that pops Your logo “The offer” Calling or mailing should be that same messaging Successful agents tell us that you should strive to provide information of value to your neighborhood prospect. DON’T try to hard sell at this point. They haven’t even told you they’re ready to buy. If you hard sell at this point they will never call you. Do NOT make it a sales call. Again make it more of a 411 informational call.
- #16 2) Now let’s take a moment and think about farming neighborhoods As a Real Estate agent you understand more than anyone else that 12% of the population moves every year. That’s GREAT for you. 10% of the population in your city will move in the next 12 months. The NAR reports that 66% percent of homeowners listing their home signed on with the first Real Estate agent they talked to. A typical seller does NOT interview multiple agents to list their home. The question is, how do you make sure you’re the agent that gets the listing? With Just Listed/Just Sold prospecting that we were just talking about is great because you’re taking advantage of the fact that the neighbors know the owner of the property you just listed but it missies out on a big part of the neighborhood. Successful agents pick out a neighborhood or two and work continuously on building their BRAND within that neighborhood. In this process, a successful agent may reach out 3-4 times per year to everyone on the neighborhood so that when someone in that neighborhood decides to sell, they are the TOP of MIND agent.
- #17 With Just Listed/Just Sold prospecting that we were just talking about is great because you’re taking advantage of the fact that the neighbors know the owner of the property you just listed but it missies out on a big part of the neighborhood. Successful agents pick out a neighborhood or two and work continuously on building their BRAND within that neighborhood. In this process, a successful agent may reach out 3-4 times per year to everyone on the neighborhood so that when someone in that neighborhood decides to sell, they are the TOP of MIND agent.
- #18 Now let’s talk about an easy solution to neighborhood farming. Demo onscreen Google mapping Listings of recently sold homes including the price. This tells them the potential price they could get if they sold their home. Average time of market. This proves that you CAN move homes in their neighborhood. Don’t get all wrapped up on who sold it at this point, include every sale. Open House: Schedule an Open House on a property that is not your listing. This is a great reason to call a neighborhood. I’m not sure if you know Anslee & Tyler on N 14th St but they just listed their home. It’s a great home to raise a family in. If you would like to stop by, we will be handing out bags of popcorn.
- #19 “The offer” Calling or mailing should be that same messaging Successful agents tell us that you should strive to provide information of value to your neighborhood prospect. DON’T try to hard sell at this point. They haven’t even told you they’re ready to buy. If you hard sell at this point they will never call you. Do NOT make it a sales call. Again make it more of a 411 informational call. Listings of recently sold homes including the price. This tells them the potential price they could get if they sold their home. Average time of market. This proves that you CAN move homes in their neighborhood. Don’t get all wrapped up on who sold it at this point, include every sale. Open House: Schedule an Open House on a property that is not your listing. This is a great reason to call a neighborhood. I’m not sure if you know Betty & John but they just listed their home. It’s a great home to raise a family in. If you would like to stop by, we will be handing out bags of popcorn.
- #20 Scripting is essential and VERY easy. These are NOT sales calls. They are NOT a service call. It’s just a 411 informational call to the neighbors. Call #1: Introductory: I’m sure you have seen the sign in the yard. Tyler & Anslee are moving. I apologize if you notice some extra traffic in the area checking out the property. Here’s my number if you have any questions. I also might stop by next week and drop off a business card. Call #2: Open House: I wanted to give you a heads up that I’m hosting an Open House for Anslee & Tyler on Sunday afternoon. Again, I apologize for the cars that will be lining the street. Feel free to stop by if you want. I know curiosity might get the best of you, so if you have never been in their house, this might be the time to check it out. Call #3: Just Sold: If you haven’t heard the great news yet, Anslee & Tyler’s house Just Sold. The market has really turned and houses are selling quickly! In fact it was only on the market for 10 days and sold for $25,000 more than they purchased it for 7 years ago. It was great getting to know all of the neighbors on the street while I was working for Anslee & Tyler.
- #21 Show results! Postcards should be simple straight forward & clear. According to Joy Gendusa of postcardmania.com, elements that must be included in your postcard should include: Clear and bold headline Graphics that support your message Color that pops Your logo “The offer” Calling or mailing should be that same messaging Successful agents tell us that you should strive to provide information of value to your neighborhood prospect. DON’T try to hard sell at this point. They haven’t even told you they’re ready to buy. If you hard sell at this point they will never call you. Do NOT make it a sales call. Again make it more of a 411 informational call.
- #22 Show results! Postcards should be simple straight forward & clear. According to Joy Gendusa of postcardmania.com, elements that must be included in your postcard should include: Clear and bold headline Graphics that support your message Color that pops Your logo “The offer” Calling or mailing should be that same messaging Successful agents tell us that you should strive to provide information of value to your neighborhood prospect. DON’T try to hard sell at this point. They haven’t even told you they’re ready to buy. If you hard sell at this point they will never call you. Do NOT make it a sales call. Again make it more of a 411 informational call.
- #23 The final way CRR can help neighbors on the move is the fact you can leverage/take advantage of the fact that you already have buyers In today’s market more than ever, when there is a shortage of listed properties this is critical to your success. In this scenario, you have a buyer interested in a particular neighborhood but there are no homes on the market. Rather than give up or convince your client to look somewhere else take charge of the situation and make prospecting calls into the neighborhood that the client is interested in. As we talked about earlier 12% of the population will move this year. So as you’re calling into this target neighborhood, you know, for a fact, that if you make 10 calls, one of them may be ready to sell. The best part of this approach is more likely than not you we get a double sided deal. In fact, we recently met with a realtor located just a few blocks away from us. Maria said that she recently called into a subdivision using our platform. By just being on the phone for a couple of hours, she was able to produce 3 leads/appointments. These are folks who aren’t ready to sell this instant but w/in the next 3-6 months. As we said earlier, she has a 66% chance of now getting those listings because 2/3 of these folks will not interview another realtor.
- #24 Demo neighborhood but focus on adding filters to increase hit rate like Length of residence. The offer” In a calling campaign the message is simple. “I have a buyer interested in your neighborhood, and as you know there are very few homes for sale. This is a great family that anyone would want as their neighbor, do you know if anyone around you is interested in selling? Do not ask if they are interested in selling. Ask them if they know of anyone that might be interested in selling. This is a far less invasive approach and if they are interested let them volunteer this information. Depending on how the call goes, you can then ask follow up questions such as how long they have lived in the neighborhood? Where they are from originally? Have they ever thought about moving back to their home town, etc. Calling or mailing should be that same messaging
- #25 Show results! Postcards should be simple straight forward & clear. According to Joy Gendusa of postcardmania.com, elements that must be included in your postcard should include: Clear and bold headline Graphics that support your message Color that pops Your logo “The offer” Calling or mailing should be that same messaging Successful agents tell us that you should strive to provide information of value to your neighborhood prospect. DON’T try to hard sell at this point. They haven’t even told you they’re ready to buy. If you hard sell at this point they will never call you. Do NOT make it a sales call. Again make it more of a 411 informational call.
- #26 Show results! Postcards should be simple straight forward & clear. According to Joy Gendusa of postcardmania.com, elements that must be included in your postcard should include: Clear and bold headline Graphics that support your message Color that pops Your logo “The offer” Calling or mailing should be that same messaging Successful agents tell us that you should strive to provide information of value to your neighborhood prospect. DON’T try to hard sell at this point. They haven’t even told you they’re ready to buy. If you hard sell at this point they will never call you. Do NOT make it a sales call. Again make it more of a 411 informational call.
- #27 Webcast focus on increasing your listing production based on knowledge that we have gained over the years working with top producers from all across the country MFO survey showing what the top 500 producers in their coaching program revealed is providing leads 1. Center of Influence 2. Just Listed/Sold 3. Expireds 4. FSBO’s
- #30 We’re so glad you’ve chosen Cole Realty Resource to jump start your sales. If you have additional questions or need assistance, our customer service number is …..1-800-283-2855 today. And be sure to check out Colecommunity.com. Where you can learn some great tips through our webinars—both new & recorded, read our blog & articles on colecommunity.com. Are there any questions?