Living Room Realty Agent Bootcamp

LIVING ROOM REALTY AGENT BOOTCAMP Presented by Kerry Turner, VP/Sales Execu7ve

Your Customer Service Department

In today's fast paced market, it is important to know what products and services will help you obtain new business while maintaining and preserving pre-‐exis7ng client rela7onships. The Fidelity Na7onal Title Customer Service Department feels confident that our internal com-‐ mitment to TEAMWORK will be apparent in every way we service you. Whether it is informing a neighborhood of your transac7on successes or providing property informa7on needed to close a deal...we are here to help you succeed.

Phone: (503) 227-‐5478 Fax: (503) 274-‐5472

Email: [email protected] Online Ordering and Product/Services Informa7on


•  Trio’s & Property Research •  Trio’s, Duo’s & Quads: Property profile informa7on, maps and

ves7ng deeds. Available via fax, hardcopy and/or email delivery. •  Ves7ng Deed •  Comparable Searches (Comps): Custom comparable searches

including address and property informa7on, sales data and averages.

•  Pull your own trios http://fidelityportland.com/property-portal/


•  Standard or Fully Customerized Farm Reports: Fully customized farm reports including property data, sales data, phone numbers (where available), labels. Delivered in pdf or digital format. We can help you import the data into your contact manager.

•  Bulk Mailing Products, Certification, and Consultation: If you mail in volume, we can bulk mail your addresses and deliver you the bar coded labels and required Post Office documenta- tion. We can even bulk mail your sphere of influence and past clients (200 minimum qualifying addresses).


•  We can actually manage your farm area for you. You tell us what you want to farm, we set up your file and automatically deliver your farm data and labels to you each month.

•  A great tool for the busy Realtor!

•  One-On-One Farm Consultation: Been waiting to start your farming plan? We will share ideas to help get you started.


•  Property Profile Plus: Advanced property report includes Cover Page, Property Report, Aerial Photo, School Report Cards, Community Profile, Resource Guide and Agent Customization.


•  Moving Guide: Moving guide includes Cover Page, Moving Checklist, Packing Tips, Notification Checklist, Storage Facilities, School Guide, Resource Guide, Packing Labels and much more.

•  Available to your client’s at the closing of escrow.


•  MSR: Market Stat Report includes Property & Market Statistics, Average Market Values & Price Ranges, Neighborhood Statistics, Property Details and Agent Customization.

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•  Today, we’d like to:

–  Share some surprising statistics. –  Talk about Smart Marketing and how it can affect your business. –  Share some ideas that we can help you implement through our

Customer Service Department. –  Talk about ways to help you gain more referrals.

•  Statistics –  It takes 8 to 12 contacts per year before your direct mail program

begins to show stability and generate awareness. –  66% of all real estate prospects are a result of a word-of-mouth a

referral. –  More than 70% of home buyers and sellers said they would use

their real estate professional again. Source: NAR

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- Active home search (median): Number of weeks searched: 12 Number of homes seen: 10

- First-Time vs. Repeat Buyers:

First-time Buyers: 39% Median age of first-time buyers: 31 Median age of repeat buyers: 51

- Buyers who definitely would use same agent again: 84%

Source: NAR

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- Actions taken as result of Internet home search: •  Walked through a home viewed online: 62% •  Found agent used to search/buy home: 32% •  Drove by/viewed a home: 76%

Source: NAR

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Information sources used in home search: •  Internet: 90% •  Real estate agent: 87% •  Yard sign: 53% •  Open house: 45% •  Newspaper ad: 27% •  Home book or magazine: 18%

Source: NAR

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•  Smart Marketing: Finding and implementing a new, innovative, exciting, creative and/or original way to communicate your message and capture new clients.

•  Two Steps:

–  Who do you want to reach? •  Buyers •  Sellers •  First Time Homebuyers •  Combination

–  Find a creative way to reach this audience.

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•  Before we start, can you answer “YES” to these questions: –  Are you in contact with your sphere of influence? The people

you know are your ticket to building a consistent referral based business. Who do you know and who do they know?

–  Do you ask for their personal referrals? –  Are you in contact several times per year using mixed mediums

(print, email, phone, letters)? Position yourself as their “Trusted Real Estate Advisor”, even when they’re not in the market.

•  Idea #1: Marketing to Investors. –  We can target homeowners who own 6 or more properties in

a specific area

–  Example: You have a great investment type property in Portland. We can find out who owns other investment properties in the area. We can provide you with a list of names, addresses & phone numbers to reach these potential buyers.

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•  Idea #2: Marketing to Home Renters –  We can target individuals who are renting homes in a

specific area. We can then warm up the leads by researching the homes value against the transfer date and loan amounts.

–  Example: You want to market home renters in Beaverton. We can find renters who are, on average, paying higher rents.

•  Idea #3: Marketing FSBO’s. –  We can provide you a list of people who are marketing their

property “For Sale By Owner”. Every week, Fidelity purchases a list of FSBO’s. The list is new every week and doesn’t repeat properties.

–  Example: You can send a mailer and/or make a phone call to FSBO’s to offer your services in the event they don’t sell their home. Offer them risks of selling FSBO and benefits of a professional agent. Or better yet, offer them in exchange for a Free CMA, a list of all of the potential buyers who look at their home. (We have an example of a great letter)

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•  Idea #4: Marketing to Apartment Renters –  We have a database of the addresses of most large

apartment complexes in the tri-county area. This is a great place to find first time buyers.

–  Example: You can send a postcard or letter to apartment renters of higher end complexes. It is beneficial to work jointly with a lender who has a great no or low money down program.

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•  Idea #5: Default List –  A couple of times a month, we can provide you with a list of

properties in the tri-county area who have recorded defaults against their property.

–  Example: This program works well for lenders, however, you could contact these homeowners and facilitate them in finding a more affordable home.

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•  Idea #6: Ethnic Names –  We can target specific last names. We have several lists of

names available, or you can come up with your own.

–  Example: This idea works especially well for bilingual agents. You can send a bilingual mail piece to clients that would be well served by your business. You have the opportunity to help clients who would might be intimidated because of a language barrier.

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Idea #7: Tier Farm –  We can set you up with various geographic neighborhoods

in different price ranges. You can establish yourself in each of these neighborhoods and have the opportunity to move your clients up or down.

–  Example: Mail 200 pieces monthly to homes in neighborhoods with market values in the 100-250K range, the 250-400K range, and the 400K+ range. Establish your name in each area.

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Idea #8: Empty Nesters –  We can target people who have lived in their home for 10

years+ in certain price ranges. Families in transition are more likely to live there.

–  Example: Send a mail piece with the empty nester theme, perhaps clipart or quotes. Let them know that you’re available for their changing family needs.

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Idea #9: Sphere of Influence –  Make sure you keep in constant contact with your family,

friends and sphere of influence.

–  Example: We can show you how to reach this vital group of potential referral generators at significant savings via bulk mail.

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Idea #10: Metroscan Manipulation –  We can use our Metroscan database to look at home values,

transfer dates, loan amounts, bedrooms etc. –  Example: Instead of just mailing geographically, target

homes based on their value (Min. or Max.), length of time in home, square footage, Thomas Guide grid etc. to achieve higher capture rate & warmer leads.

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•  Idea #11: Marketing Smarter & Cheaper –  Bulk mail your sphere of influence or farm –  Farm Management program –  E-Marketing

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Idea #12: Internet Resources –  We have numerous Internet Resources and Websites that

can help you with your business. •  Fidelityportland.com •  Portlandmaps.com •  County Websites

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•  Ask for them. –  People really like to help those that do a good job for

them, and it makes them feel good about themselves to be in the position to help out their friends & family.

–  Make it easy for them. Tell them you would appreciate it if they could spread the word about your wonderful service.

Referrals

•  Create or join a local or national referral network. –  Make a deal with business owners you know. Create a

referral directory…urge them to do the same. –  On the Internet, offer to exchange links. Locally, offer

to include mention of their business in your monthly mailings in exchange for handing out your business cards, flyers, or special reports to every customer.

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•  Create a referral rewards program. –  Make it known in your monthly newsletters, on your web

site, and on our brochures that when someone sends you the name of a likely prospect who ends up doing business with you, there’s something in it for them. Perhaps a couple of lottery tickets, a dinner-for-two, or a special plaque of recognition.

–  Create a name for your program.

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•  Use Testimonials Everywhere. –  People do business with those they like, know and trust.

They also do business with those who come recommended to them as being worthy of their business.

–  Put together a booklet of written testimonials. Create an

audio tape of testimonials from happy buyers and another from happy sellers. Get pictures and testimonials and post them on your web site.

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Hand out more business cards. –  Take a close look at your business cards. Do they offer a

compelling reason to contact you? They should.

–  Hand out at least TWO business cards to everyone you meet. If someone just told you how great a job you’ve done, hand them five! Ask them to pass them to their friends.

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Smart Marke=ng Some Final Thoughts

•  Don’t be afraid to mix it up. These ideas are measurable. Make sure you track response and capture rates.

•  Make sure your business is diversified (recession-proof),

several mediums to deliver your message, different price ranges, different areas.

•  Remember, your clients are both left and right brained. Target accordingly.

•  Consistency is Key!