PropertyRadar Blog

The Realtor® Outbound Playbook

Written by Erin McFarlane | Jun 21, 2024 7:40:33 PM

By now, you know the hurdles of inbound and the false narrative we've been sold for twenty years around how waiting for customers to come to you is the way to win business. 

It's not. 

Instead, this lie has been forcing everyone to compete for the same leads, with big businesses easily getting an advantage as they're able to overspend for digital real estate and top search result ad space – not needing to rely on outbound methods that were once the bread and butter of community Realtors® and small businesses. 

But we're not here to leave you stuck on ineffective big business solutions that have a one-in-a-million shot at being effective for you. 

PropertyRadar is here to change the game and put the control back in your hands. 

How? 

Outbound marketing. 

Gone are the days where you're forced to be constantly outbid and tirelessly pump out content in hopes of breaking through the noise of an oversaturated market.

Say goodbye to wasting time, energy, resources, and your marketing dollars on strategies that feel like a never-ending race. 

Outbound is your best bet for success. 

It's predictable and it's profitable...with the right leads and the right approach. 

And we're here to show you how to leverage it.

In this comprehensive guide, we’ll cover:

  • Farming – Building your brand and staying visible within your core market.
    • Segments – Personalize your messaging by segmenting your core market. 
    • Sphere – Stay top-of-mind with past clients and social groups. 
    • Buyer Needs – Advertise your roster of buyers, building credibility in the community. 
    • Circle – Target neighbors of currently or previously listed properties to win referrals.
  • Hunting – Actively looking for motivated sellers. 
    • Life Events – Hunt for business by targeting circumstances where you're needed fast. 
  • Getting Results – How we put it all together to take action and win new leads. 
    • Right People – Targeting for relevance and cost efficiency.
    • Right Place – Outbound for control and predictability.
    • Right Message – Relevant and neighborly for starting conversations.

Farming

Farming is all about cultivating your business over time. It's the long game that builds your brand and ensures you stay visible. 

Below, we'll tackle the five core strategies of farming for leads: 

Strategic Geofarm 

Define your core market based on your strategy and location. 

Step 1: Set geographic boundaries 

  • Start by setting up a parameter within your PropertyRadar account. Not sure how? Log into PropertyRadar, head to Discover, and select Search.
  • Next, add criteria that define your geographic market area. With 23 different location criteria available, there are many different ways to pinpoint what regions are right for your business. For example, you could use city(s), county(s), ZIP Code(s), subdivision(s), or even draw a shape around your target area. You'll find these and more options under Location. Or if your market consists of very specific properties like Lake Tahoe waterfront, you could build a static list instead.

Step 2: Add strategic preferences

  • Next, layer on your initial preferred criteria – all the types of homes you want to focus exclusively on. This could be by property type (think all residential or condos only), by price range, by lot size (think horse or ranch properties), non-owner occupied residences, out-of-state owners, or even just properties in distress.
  • We've added criteria below you're welcome to layer onto your geographic boundaries in order to refine your core market. 

Step 3: Determine your budget

  • Choose a market size that gives you the income you want while also fitting within your marketing budget. Don’t aim too big where you can’t afford to reach your intended targets.
    • Step 1: Calculate your Gross Commission Income (GCI) using your list insights.
      • GCI = Sales x (CommissionRate/100) 
      • Example: $500,000 property x (2.5%/100) = $12,500 (for that singular property)
      • To predict what your GCI may be for your entire list, determine the median property value of the homes included first. Then calculate your potential commission rate. From there, multiply by 5% of the number of properties from your list.
      • Example: $650,000 property (median value) x (2.5%/100) = $16,250 x 10 properties (5% of a list of 2,000 properties) = $162,500 predictive GCI
    • Step 2: Calculate your Annual Marketing Budget by taking 10% of your predictive annual GCI. 
      • From the example above: $162,500 x (10%/100)= $16,250
      • Remember that areas with lower home prices typically require smaller budgets than high-cost areas. And don’t forget to take level of competition into account.
      • Note: If your core market is larger than 10,000 properties, break into 2 markets.
        • Why? Markets larger than 10,000 are likely different enough throughout that they shouldn’t receive the same messaging. Remember, with outbound, there’s power in being hyper-specific and ultra-personalized.

Step 4: Save as "My Market" 

  • Once you’re happy with your geographic boundaries and initial strategic preferences, save your list as “My Market.” This should be your largest list and will act as the base for all future segmenting.
  • If you did need to split your core market into multiple lists due to size, name them as: “My Market – submarket name.”

Step 5: Turn on monitoring (set up alerts, status updates, be the first to know)

  • This ensures your list is automatically updated when new properties and information become available.

Step 6: Campaigns

  • Ready to start your first campaign to your market? Follow our guide below for ideas on when and how to start outreach. We've even added direct mail templates you can personalize, and email marketing copy you can leverage:
    • Outreach Expectations: Minimum 2x/yr, preferably quarterly, or if budget allows, monthly (especially in highly competitive markets).

Happy Birthday

Personalize this direct mail postcard in PropertyRadar's Marketplace. 

Email Subject Line: Celebrating YOU Today! 

Happy Birthday, {first name!}

We appreciate you being a part of the {brokerage name} family, and we are thrilled to celebrate you! We hope your special day is filled with love, laughter, and meaningful memories inside of your new home.

We appreciate you!

{Your name} | {Your brokerage} | {Your contact information}

Purchase Anniversary

Personalize this direct mail postcard in PropertyRadar's Marketplace. 

Email Subject Line: Congratulations, {first name!} 

Congrats, {first name!}

You’ve reached your one-year anniversary in your new home! We hope the last 365 days have been filled with meaningful moments, wonderful memories, and lots of fun in making this house a treasured space for you and your family.

We absolutely loved helping you find your dream space, and want to remind you that we’ll continue to be here for any questions you have or support you need. Additionally, if you know of anyone else who may be looking for the right chance to buy or sell – we’d be delighted to be of service!

We work almost exclusively by referral, so if anyone comes to mind, we’d love to connect!

Sincerely,

{Your name} | {Your brokerage} | {Your contact information}

Market Report

Personalize this direct mail postcard in PropertyRadar's Marketplace. 

Email Subject Line: Open For Your Neighborhood Market Report! 

{Hi, first name!}

My name {your first name, last name}, and I’ve been a Realtor within the {city name} -area for the last {years of local experience}. I’m proud to be your neighborhood expert, and I wanted to reach out to extend a hello, in case you – or someone you know – may be looking to buy or sell in the upcoming months.

I’m attaching some market statistics for our community, just so you can see the industry trends within your neighborhood. As the market is always changing, having transparency is always helpful – even if you’re not planning on making a move.

{city name – month, year}

  • Median Sale Price – {median sale price}
  • Average Days on Market – {avg days on market}
  • Closed Sales – {closed sales}
  • New Listings – {new listings}
  • Active Listings – {active listings}
  • Pending Sales – {pending sales}

Have any questions on the metrics above? I’d love to be of service! Give me a call and we can discuss anything from industry shifts to finding your next dream property.

{Your name} | {Your brokerage} | {Your contact information}

Segments

Personalize your messaging by segmenting your core market.

Step 1: Create your initial segments

Step 2: Save each list as name"Segment – segment name”

  • Once you’re happy with your smaller segmented lists, save as “Segment – segment name.”
    • This could look like “Segment – Young Families,” or “Segment – New to the Neighborhood.”

Step 3: Campaigns 

  • Before you begin your outreach, remember each of your segments has unique needs, and you should market and speak to them differently. This is an opportunity to stand out as different from your competitors who sees everyone as the same.
    • Outreach Expectations: 1x/quarter

Move And Keep Your Tax Base

Personalize this direct mail postcard in PropertyRadar's Marketplace. 

Email Subject Line: Move Today & Keep Your Tax Rate!

Hi, {first name!}

I’m a Realtor in the {city}-area with over {years in business} of experience in your community. I always want to ensure my neighbors know about programs that could help them find their next dream home. Did you know you’re eligible to keep your property tax rate if you moved?

That’s right. In California, homeowners 55 years of age and older can move while keeping their current tax rate. There’s never been a better time to find your dream home – and I’m here to help make it happen!

If you’re interested, give me a call and we can chat through your home ownership goals and how to make them happen this year.

Looking forward to connecting!

{Your name} | {Your brokerage} | {Your contact information}

Move On Up / High Equity

Personalize this direct mail postcard in PropertyRadar's Marketplace. 

Email Subject Line: Need A Bigger Home? We Can Help.

Hey, {first name!}

Is it time for more space and a larger home? If you’re in the market for a bigger and better property – we’re here to help!

I’m a Realtor in the {city}-area with over {years in business} of experience in your community. I’d love to help you find your next dream residence! While the market can be unpredictable, moving right now is possible! And no matter what you’re looking for, we can help make it happen.

Give me a call today and we can discuss your family’s needs and ideal moving timeline.

{Your name} | {Your brokerage} | {Your contact information}

Switch School Districts Before The School Year 

Personalize this direct mail postcard in PropertyRadar's Marketplace. 

Email Subject Line: Looking To Move Before The School Year?

Hi {first name!}

Are you looking to move to a better school district this year? We can make it happen. Better yet? We can get you settled into your new dream property before September – if we act now!

I’m a Realtor in the {city}-area with over {years in business} of experience in your community. I’d love to help you find your family’s next home.

Give me a quick call and we can chat through your homeownership goals, your preferred locations, as well as start viewing properties ASAP.

Looking forward to connecting!

{Your name} | {Your brokerage} | {Your contact information}

Sphere

Stay top-of-mind with past clients and social groups.

Step 1: Create a list with all your past customers 

  • Sphere farming lists should be centered around those you already know, meaning you don’t need to segment down via Discover within your PropertyRadar account to find them.
  • Add your sphere one at a time to a static list using Lookup, import them, or integrate your CRM to your account via Zapier: My Lists > Import New List.

  • We recommend creating differing spheres per audience group:
    • Past clients 
    • Friends (if they are potential clients) 
    • Social groups (members of your club, your HOA, parents of kids' sports teams, etc.) 
    • Non-Realtor® professional or philanthropic groups (toastmasters, rotary, etc.) 

Step 2: Save list as name "Sphere – group name"

  • Once you’re happy with your smaller segmented lists, save each separately as variations of “Sphere – group name.”

Step 3: Turn on monitoring (set up alerts, status updates, be the first to know)

Step 4: Campaigns

  • Outreach Expectations: 1x/quarter

Customer Appreciation

Personalize this direct mail postcard in PropertyRadar's Marketplace. 

Email Subject Line: Thank You, {first name}

Hey {first name!}

We just wanted to reach out and thank you.

Your support of our community-run business means the world. Customers like you make us grateful for the service we provide.

We’re proud to be your neighborhood experts and are always looking for more prospective homeowners to support. We work almost exclusively by referral, so if anyone comes to mind, we’d love to connect!

We appreciate you!

{Your name} | {Your brokerage} | {Your contact information}

Purchase Anniversary

Personalize this direct mail postcard in PropertyRadar's Marketplace. 

Email Subject Line: Congrats, {first name!} 

Hi {first name!}

Congratulations on your one-year anniversary in your new home! 🎉

We’re so happy we could help you find a property to love, and hitting that 365-day milestone is a big achievement! We hope you’ve loved creating lasting memories inside your new space.

We’re here if any questions arise or you need further support in any way. We’re also always on the lookout for more prospective homeowners to support – so if you know of anyone ready to buy or sell, we’d love if you could pass our information alone.

We work almost exclusively by referral, so if anyone comes to mind, we’d love to connect!

We appreciate you!

{Your name} | {Your brokerage} | {Your contact information}

Don't Forget - I'm A Resource

Personalize this direct mail postcard in PropertyRadar's Marketplace. 

Email Subject Line: My Door Is Open!

Hey {first name!}

Got real estate questions? I’ve got answers.

With {years of experience} of experience within your community, I’m happy to be a neighborhood expert. And you don’t have to be in the market of buying or selling to reach out. I’m always delighted to answer questions or provide service to neighbors, so feel free to give me a call with whatever you need. My door is open!

Curious about your home value? Wondering about nearby school districts? Planning ahead? Give me a call!

{Your name} | {Your brokerage} | {Your contact information}

Buyer Needs Farming

Advertise that you have buyers and build credibility within the community.

Step 1: Create lists that match the particular needs of your buyers

  • Instead of searching out homeowners with core similarities – with buyer needs farming, we’re focusing on properties. Our goal is to reach out to property owners whose homes meet your buyers’ particular needs, whether that be location, price range, or preferred features (beds, baths, garage size, lot size, pool, etc.).
  • Layer on filters within your PropertyRadar account that match these preferences, having one new list for each buyer. Use Search > Property > Beds, Baths, Square Feet, Pool, and more to find your ideal homes.

Step 2: Save each list as name “Needs – Client Name – mmddyy”

  • Once your buyer’s unique preferences are captured and you have a grouping of properties to outreach to, save as “Needs – Client Name – mmddyy.”

Step 3: Prepare buyer pitch 

  • It’s a competitive market out there that is about to become a lot tighter with the commission changes of August 2024. You’ll need to have a strong pitch to persuade your buyers to work with you, and buyer needs farming is one strong negotiating tactic.
  • Advertise the fact that you’ll reach out to every home that meets their needs – which is an incredibly powerful sell - especially when asking buyers to sign exclusive representation agreements.
  • Additionally, consistently marketing to homeowners in your area that you have buyers on your roster is fantastic farming that will highly differentiate you from other Realtors® who just talk about themselves.
  • This method builds your brand within your core market, increases your reputation, and cements trust and credibility in your services. What’s better than that?

Step 4: Campaigns

  • Outreach Expectations: Ad-hoc / as needed 

Buyer Needs Farming - Handwritten 

Personalize this direct mail postcard in PropertyRadar's Marketplace. 

Buyer Needs Farming - Non-Handwritten 

Personalize this direct mail postcard in PropertyRadar's Marketplace. 

Email Subject Line: I Have A Buyer Interested In YOUR Home!

Hi {first name},

My name is {first name, last name}, and I’m a local Realtor in the {city}-area. My buyers are looking to purchase in your neighborhood and absolutely fell in love with your home. They’re looking for a 3-bedroom, 2-bath residence and yours appears well-loved and the perfect spot to continue making memories.

They’d be interested in making an offer AS IS if you’ve ever considered selling. You wouldn’t have to make any repairs or clean it up. There’s no obligation at all, but please do call or write back if you’d be open to discussing a no-hassle sale.

Sincerely,

{Your name} | {Your brokerage} | {Your contact information}

Circle 

Target neighbors of currently or previously listed properties to win proactive referrals.

Step 1: Use the Neighbors tool to take action

  • With circle farming, we’ll be looking for properties immediately surrounding a specific home that you recently listed or sold. Therefore, we have a distinct starting point to branch off from.
  • Step 1: Lookup property – type in the exact address within PropertyRadar's Lookup feature.
  • Step 2: Go to Neighborhood – click into the property portal then select Neighborhood, where you’ll instantly see a list of surrounding homes.
  • Step 3: Set Options – Layer on additional criteria to get hyper-specific about the properties you’re wanting to see:
    • Same Street Only – Only see properties on the same street as your starting home.
    • Same Side of Street Only – Does your starting home have a killer view? Water access? Only want to target homes that boast the same feature? Select this.
    • Same Subdivision – Only see properties within the same subdivision as your starting home.
    • Same Property Type – In especially busy or city-centric communities, it can be common for residential and commercial properties to be interwoven. Select this if you’re only wanting to see the same property type as your starting home.
  • Step 4: Choose the Number of Neighbors – Want to see more properties? You got it. You can choose to increase the number of homes in your results. Remember to only do so with your marketing budget and capacity in mind.
  • Step 5: Select Action – Got the neighboring properties you’re looking for? You can choose to Add to List, or jump ahead to an alternate direct action, such as Direct Mail or Email Marketing.

Step 2: Save list as name “Circle – listing address – mmddyy”

  • If you choose to Add to List, go ahead and name “Circle – listing address – mmddyy”

Step 3: Campaigns 

  • Outreach Expectations: Ad-hoc / as needed 

Just Listed 

Personalize this direct mail postcard in PropertyRadar's Marketplace. 

Email Subject Line: Just Listed! {home address} 

Hi {first name},

We have a new home for sale in your community! Check out {1234 W Main Street – home address listing link} – it just hit the market today!

{insert relevant home images}

  • {list price}
  • {number of beds} | {number of baths} | {sq ft}
  • {one personalized sentence description of property highlights}

Call today to schedule a viewing, or forward to friends and family looking for their next dream property in the area!

Thinking of selling your own home within the upcoming months? Give me a call! I’d love to help.

{Your name} | {Your brokerage} | {Your contact information}

Just Sold

Personalize this direct mail postcard in PropertyRadar's Marketplace. 

Email Subject Line: Just Sold In Your Neighborhood! {home address} 

Hi {first name!}

Your neighbor’s house just sold! {1234 W Main Street – home address listing link} was originally listed for {listing price} and sold for thousands over asking! The competitive market worked in our favor, with multiple offers taking it off-market within {days on market} days.

{insert relevant home images}

As your neighborhood realty expert, I’ve been working with homeowners in the {city}-area for {years in business}, selling their homes quickly for top dollar.

Curious about the value of your home? Give me a no-obligation call today to chat through what return you may be able to get in today.

{Your name} | {Your brokerage} | {Your contact information}

Open House

Personalize this direct mail postcard in PropertyRadar's Marketplace. 

Email Subject Line: Open House - {home address}

Hi {first name!}

As loyal neighbors to the {seller’s last name} Family and {1234 W Main Street – home address listing link}, I wanted to reach out to you first to notify you of the upcoming open house for their property on {open house date and time}.

{insert relevant home images}

I strive to make each and every open house an enjoyable experience for my sellers and their prospective buyers – but also for neighbors nearby! If you run into any inconvenience the day of, please don’t hesitate to reach out to me directly.

Additionally – feel free to stop by! I’d love to meet you and would be happy to answer any questions you have about the {1234 W Main Street} property or the potential of your own.

With over {years in business} experience selling in your neighborhood, I’m always happy to provide support.

Looking forward to connecting!

{Your name} | {Your brokerage} | {Your contact information}

Hunting 

Hunting is all about actively looking for motivated sellers. It features a focus on distressed customers and those needing to act NOW. We recommend leveraging life events to find those needing your support FAST.

Life Events

Industry-leading multi-sourced and back-tested data in PropertyRadar helps you reach customers driven by urgency. 

With over 250 search criteria available, PropertyRadar is the most powerful property and property owner platform on the market, with the most extensive search and filter capabilities in the industry. Their systems offer unprecedented opportunity to refine and customize your lists in order to reach the right individuals impacted by the right circumstances at the right time.

Pair this invaluable ability to personalize with the incomparable demographic insights and extensive information PropertyRadar provides for each and every lead list you create, and you’ve just unlocked the capability to find individuals with the need to move now before anyone else.

  • Foreclosures, Preforeclosures, Foreclosure Buyers, Zombie Foreclosures
  • Notice of Default, Notice of Trustee Sale, Bank Owned, Past Due Property Taxes
  • Financial Hardship (Bankruptcy, Low Equity, Underwater Owners, Potential Short Sale Candidates, HAMP Loan Mods)
  • Vacancy (Targeting Property Owners)
  • Tired Landlords and Ready-To-Move Tenants (Absentee Owners, Absentee Owners Out of Country, Absentee Owners Out of State, Longtime Renters / First Time Buyers)
  • Person or Property Liens, including Judgements, HOA Liens, Mechanics Liens, Federal Tax Liens, State Tax Liens
  • Loan Type, Loan Rate, Loan Value, Estimated Number of Open Loans, Estimated Open Loan Balance
  • Most Recent Change of Ownership, Transfer Type, Just Listed
  • Listing Status, Listing Days on Market
  • Divorce
  • Death of Joint Tenant
  • + Hundreds More

You can view the list of all available 250+ criteria here.

Below, we’ve provided sample criteria and direct mail templates for some of our most commonly used life events.

As a reminder, once each list is created, turn on monitoring in order to set up alerts and status updates. Not sure how? Read our previous guidance here. 

Notice of Default

Overview: Financial hardship, preforeclosure, foreclosure, potential short sale opportunity.

Step 1: Build list

  • Add your criteria. We've added some below to help get you started. You'll need to remove the attached location and add your own geographic market base. 

Step 2: Name is “Life Event – Notice of Default – mmddyy”

Step 3: Campaign 

  • Outreach Expectations: Ad-hoc / as needed 

Notice of Default - There Are More Options 

Personalize this direct mail postcard in PropertyRadar's Marketplace. 

Notice of Default - We Can Do This Together

Personalize this direct mail postcard in PropertyRadar's Marketplace. 

Email Subject Line: Solutions Available To You

Hi {first name},

We’ve heard that some of our neighbors within the {city}-area have received Notices of Default. As passionate protectors of our community, we want to provide immediate support in every way we can.

I can assure you – there are multiple solutions available. And I’m here to help every step of the way.

If you or someone you know is facing this unique challenge, I’d love to provide my services. There are many ways to avoid foreclosure, some that are rarely known and utilized.

Give me a no-obligation call and I’d be happy to walk through all available options.

{Your name} | {Your brokerage} | {Your contact information}

Divorce

Overview: PropertyRadar now has divorce data. Positioning is key here to approach with support and neighborly intentions. Be kind, be sympathetic, and don’t air dirty laundry with your direct mail. Be their solution, be their white knight, be willing to help, and be one less thing for them to stress about.

Step 1: Build list

  • Add your criteria. You'll need to remove the attached location and add your own geographic market base.

Step 2: Name is “Life Event – Divorce – mmddyy”

Step 3: Campaign 

  • Outreach Expectations: Ad-hoc / as needed 

Divorce - New Beginnings 

Personalize this direct mail postcard in PropertyRadar's Marketplace. 

Divorce - A Fresh Start

Personalize this direct mail postcard in PropertyRadar's Marketplace. 

Email Subject Line: Ready For A New Home?

Hi {first name},

Are you looking to move into a new property this season? If so, I’m here to help.

Give me a no-obligation call today, and we can chat through your next dream home and how we can get you into your next house fast.

With {years in business} of experience in your neighborhood, I’d love to be a partner with you on this journey.

{Your name} | {Your brokerage} | {Your contact information}

Liens

Overview: PropertyRadar now has personal and property lien data! We also have HOA liens and mechanics liens.

Step 1: Build list

Step 2: Name is “Life Event – HOA Lien – mmddyy”

Step 3: Campaign

  • Outreach Expectations: Ad-hoc / as needed 

Ready For A Change? 

Personalize this direct mail postcard in PropertyRadar's Marketplace. 

Tired Of Dealing With Your HOA?

Personalize this direct mail postcard in PropertyRadar's Marketplace. 

Email Subject Line: Tired Of Your HOA? Ready For A Change?

Hi {first name},

Looking for a fresh start without the inconvenience of an overbearing HOA?

We’re here to help.

HOA rules and regulations can put a damper on the quality of life at your dream property. So, let’s look for something new that gives you the freedom you’re hoping for.

If you or one of your neighbors is ready to move on for more independence, give us a call to talk selling today. We’ll help you start your next chapter.

{Your name} | {Your brokerage} | {Your contact information}

Death of Joint Tenant

Overview: Show support and sensitivity while offering to help in these stressful and unique circumstances. Ensure you position your messaging so you’re not “cashing in,” but rather providing a solution during a trying time.

Step 1: Build list

  • Add your criteria. You'll need to remove the attached location and add your own geographic market base. 

Step 2: Name is “Life Event – Death of Joint Tenant – mmddyy”

Step 3: Campaign

  • Outreach Expectations: Ad-hoc / as needed 

Need Guidance?

Personalize this direct mail postcard in PropertyRadar's Marketplace. 

Life's Unexpected Turns Often Bring Important Decisions

Personalize this direct mail postcard in PropertyRadar's Marketplace. 

Email Subject Line: We're Here To Help

Hi {first name},

I wanted to reach out to send my condolences during this incredibly difficult time.

The death of a loved one is never easy, and as your neighborhood realty expert, I’m sending thoughts and well wishes your way. Your community is here to support you, and we’re ready to assist in whatever capacity you need.

If you ever want to discuss next steps around your property or have questions about the options you have, I’m more than happy to walk through these with you.

There’s absolutely no rush, just know I’m in your corner whenever you need me.

{Your name} | {Your brokerage} | {Your contact information}

Getting Results

So how do we put it all together to take action and win new leads? By focusing on the right people, in the right place, with the right message.

Remember, outbound puts you in control. Data-powered targeting increases your relevancy and saves you money through effective segmenting. And neighborly messaging starts conversations and sets you apart from your competition.

So, let's review the below: 

Right People

Targeting for relevance and cost efficiency. 

Only focus on the right leads vs all the leads. Be precise in who you reach out to. And don’t forget to adjust your communication to them. If your messaging could be sent to anyone – scratch it out and try again.

Not everyone needs your business (and your budget isn’t big enough to target anyone and everyone effectively).

Narrow your search. Define hyper-specific groups and create relevant messaging that applies to them and their unique circumstances and issues.

Right Place

Outbound for control and predictability. 

69% of customers want a personalized and consistent customer experience across multiple channels – both physical and digital. And creating a customized and relevant experience for them? It pays off. Seriously.

Targeted advertising leads to a 670% increase to click-through rates. In-person, phone, email, and direct mail? Just as strong.

Our recommendation? Develop an order of operations for your multi-channel campaigns. Here’s what we suggest:

  • In-Person. This is where your campaigns should start – especially as you hone and refine your messaging. In-person approaches offer you the best chance of quality connection.
  • Phone. Phone is next as it offers you the highest probability of reaching your intended target.
  • Direct Mail. Next? Direct mail, offering you the chance of multiple impressions per household off a singular postcard!
  • Email. Email provides you efficiency and effectiveness in reaching a high number of targets with personalized messaging you can easily customize.
  • Digital. With your messaging perfected, this is how you reach larger audiences. You’ve put in the work, you know what communication is a home run. Now amplify your presence. In future campaigns, using that successful messaging, you can start here and work in reverse order.

The punchline? Be visible.

Be present within email inboxes, mailboxes, voicemails, etc. Your prospective customers should feel like they know you, are comfortable with you, and register you as an expert within the neighborhood, just by your visibility.

Right Message

Relevant and neighborly for differentiation and starting conversations.

Crafting the right message is vitally important to your success.

Relevancy equates to personalization. Remember, it’s about them – not about you. This means your questions, your suggestions, and your recommendations should be thoughtfully considered with that individual in mind.

Relevancy is about knowing your audience and using specific insights where big businesses can't (or simply won't.) Match your vocabulary, tone, and style to your audience. Speak to the unique issues they face. Cement your value, customize your methods and come out on top.

Take a humanistic approach by leaning into kindness and empathy at every opportunity. Be a team player and project sensitivity and support. Separate yourself from those who are only focused on the bottom line (and who will use aggressive, intrusive tactics to get there).

Your Final Messaging Stop? The Good Neighbor Marketing Checklist

Be a good neighbor. Audit your marketing before it reaches prospective customers. 

Compare your communication against our comprehensive checklist. 

Now that you've reviewed our ultimate playbook for amplifying your outbound strategies and winning more leads, you're well on your way to closing more sales and helping your buyers find the homes of their dreams. 

So...what's next? 

Success with PropertyRadar. 

Bookmark this page and make sure your PropertyRadar account is up-to-date, so you can reap the rewards of the most powerful property and property owner platform on the market. 

With 150 million properties and over 250 million homeowners in our database, you can't afford to not leverage our data-driven strategies, innovative features, and invaluable insights that will allow you to become the expert of your community.  

Not a member? What are you waiting for? 

Unlock the power of public records data with a free PropertyRadar trial and grow your lead list today.

 
View full post