Permission Marketing to Default Homeowners OR The 8 steps to 20 listings
To start off with, there is NO question whatsoever that you need to obtain a VERY good 61/91 DQ list that is PRE-NOD or NONE of the following will work for any of you or my students.
Preamble 1: To make 20% spread of a qualified and quality list you will need 100 clean names at the start of every single month. The point of the conversion is 20% per month.
Preamble 2: These are actually the operating instructions for my coaching and marketing group. The doors of this Coaching Club are closing in the next 24 hours and there seemed to be interest surrounding what it is that we teach within this program. My references are to marketing pieces that were created for the students and are a part of their enrollment packages.
PREAMBLE 3: For the 20-in-30 Coaching students: After a very long drive to Utah and listening to new psychology, marketing and permission based marketing, the new direction for your DIRECT MARKETING is to remember permission based marketing and touching your list of 100 names 8 times in a single month. We have discussed to death that the homeowners lack any trust for real estate professionals and while the term advocate melts the ice, the idea is to create a constant drip campaign. This will require a few sleepless hours in the next few days updating your marketing pieces and creating a MONSTER ADDENDUM package that you will be sent this week based on psychology and permission based marketing. Also on this week’s call we can discuss turning all of this into a constant database drip campaign so that it is always turning over leads once you start. PLEASE REMEMBER to keep up the momentum and run it for 90 days, if the data is solid then you should have NO problems obtaining 20% on a clean 100 day list. Plan 2 days every week for your marketing campaign (Monday and Friday or Tuesday and Thursday) MOMENTUM IS THE KEY!
This is your marketing sequence for just obtaining FISRT CONTACT after with the MONSTER ADDENDUM included in the sequence. Once you have first contact or a DO NOT CONTACT, continue with the rest of the list for the remaining month. This whole process is a call for permission from the homeowner done in multiple formats to obtain “permission” then move the homeowner into a database campaign.
1. Monster Addendum (door drop)
2. Monster Jr. (door hanger)
a. As this is not an opt in piece NOT a call to action, deliver monster addendum with no scripting
3. Mail Monster Addendum variation invitation envelope
4. FedEx Door Drop Monster Addendum Variation
5. Mail Monster Addendum Variation file size envelope
6. File Cut folder door drop again Monster Addendum variations
7. Cold call to deliver, no scripting, just a deliver and again Monster variation
8. Face to Face door knocking with just a drop, no scripting
There is NO scripting required at this point, the ONLY goal is get them the pieces and have them ‘opt in’. Once they respond they drop to the next campaign.
The idea is to get the homeowner to opt-in to obtaining more information about Loan Modifications and HELOC killing or “saving their home”.
You then spend your additional marketing time each day working on providing the multiple hits needed for the conversion and building trust with the homeowner. It will more than likely be in the range of 8 informational pieces to final listing and conversion, but the idea is to create the funnel early and let it start dripping back.
Straight face to face conversions will be the rarity.
Plan on an eight week informational campaign to build trust once they have opted in from the contact point and this can be done by email or mail, NOTE the homeowner gave you permission for the information.
Here is the funnel down of information to provide
1. (you) Loan modification video
2. (you) HELOC KILL video
3. Testimonial based on “one client scenario for 3am loan modification call” will shoot and provide
4. Articles on loan modifications failing
5. Articles on loan modifications going to foreclosure or court
6. Benefit of short sale
7. Benefit of short sale testimonial with testimonial of “I bought a home 2 years later”
THE ONLY GOAL is to provide the information and let them make the face to face appointment. When you get the face to face time then you move to the conversion as discussed on coaching calls.
As always with this group we will discuss in finite detail how to apply these marketing strategies and what I need to create for you to be successful and include all of your ideas before production of these videos occurs.
There is a basic marketing idiom that you must plan on hitting a potential lead multiple times to building, credibility, connection and trust so that you can help them. Their faith is more in a bank than with anyone in real estate followed closely by the horrible referral to a family friend or family member who is a real estate agent. The idea is to create a bond of trust built on quality information and starting the drip campaign to produce a 20% conversion point with a client that will be a client for life based on permission based marketing.
My apologies for sharing your content publicly, but there is a solid benefit for anyone to understanding tiered funnels and conversions to helping homeowners AND in no way did the discussion of how the monster works was disclosed!
Spending hours and hours of drive time can benefit homeowners and agents with a level of creativity that has helped create this campaign.
See you all on Tuesday and a special Thursday because there is just SO MUCH NEW STUFF!
MORE INFORMATION: www.honish.com
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