Look:

• Rob's classified ad
• Rob's script
  

Listen: Marketing Call, December 20, 2001 (58 min.)

Learn:

The Principle of Plenty tells us that, right now, there are thousands of consumers in your market area with a 620+ credit and perfect employment who, if they knew they could afford to buy a nice home for zero down payment, would do so in a heartbeat.

When they inquire about homes for sale they're told they need $15,000 to $30,000 to buy a home... and the homes they see need work. Hundreds of these consumers have $5,000-$10,000 (or more) in savings, stocks, retirement plans and the like, or available in a gift from parents, but think that they need $20,000-$30,000 in liquid savings for a down payment to buy a home.

Both the real estate and mortgage industries spend enormous amounts of money on high-profile advertising, clever slogans, and puffed claims, all shouting that they're #1, offer the best service or have the cheapest rates. As a result, the simplest, most powerful methods of marketing — those that truly compel consumers to respond — are overlooked.

The only purpose of any lead generator is to get a call. Rob Michon, with RE/MAX Home Professionals in Lansing, MI has mastered this strategy with a simple classified ad, followed by a "You've Been In My Closet!" recorded message. He talks directly to consumers, one-on-one, in a language that they understand and can identify with... just as if he had been hiding in their closet, listening to their conversations about how sick they are of renting and how disillusioned they are about the homebuying process.

In December (a traditionally SLOW month) Rob ran a classified ad one time in the local Sunday paper. Total cost: $49.

The ad generated 28 hits to his Free Recorded Message. Hit cost: $1.75, right in the ballpark.

The Free Recorded Message automatically generated 10 leads. That's a cost per lead of $4.90.

The 10 leads resulted in eight consulting appointments. That's $6.15 per appointment.

Listen to the Click Training to learn why Rob's ad and recorded message hit home with consumers. Learn what did work, and what did not work, as he tested this program. Learn what he said to people who left a message. Learn how he qualifies them. Learn how many houses he usually shows before they buy. It's all here, in this Click Training, just waiting for you!

Get MORE Information:

• 5330 Classified Ads That Produce A 30-to-1 Return Every Month For 3 Years
  
• 9084 Power Template For Classified Ads
  
• 5554 Compel Consumers To Want To Take That Next Step Of Meeting With You In Your Office
  
• 5461 Free Report: Buy A Home With No Money Down

Samples/Templates:

The Ad

Renters: For $900,
you can buy this 3BR
ranch for less than rent.
Free-recorded message
888-888-8888 x3068
RE/MAX

The Free Recorded Message Script

Hey there! I placed this ad here for two reasons: (1) I need to sell this house. (2) A lot of people, maybe even you, continue to rent because they don't think they have enough money for a down payment. AND, one of the BIGGEST mistakes people make is they believe that they're saving money by renting — that it would cost more to buy their own home than to continue renting.

Well, it's not true. Now I don't have time to give you a seminar here, but I can tell you that if you're paying the average rent in Lansing, your payments on this home are going to be the SAME or LESS. I'll show you how — but will get to that later. Now, I'm not going to lecture you on how much money you're throwing away on rent — that would be like lecturing a smoker on the health hazards of smoking. You already now, and it's irritating. What I will tell you about is this great house and how easy it would be for you to own it.

What I want to do now is talk about this house. The property you've called about is located at 5818 Stonebridge Lane in Lansing. There are three great things about this property: (1) The fact that the house is in move-in condition. (2) It is NOT an old house, so you're not going to have to worry about laying down another couple grand to fix the place up after you move in. (3) You can get into this home for VERY little money down.

So, let's talk about the condition. The first thing you'll notice about this home is how nice the landscaping is. In this price range, most folks go "el cheapo" on the lawn and plantings. Not here. The lawn is thick and plush, and landscaping is crisp and clean. You'll see when you drive by. The other thing you'll notice is that it's a quiet, little street, with next to no traffic. So, it's a very safe, private environment. Yes — there are kids in the neighborhood and yes, it's safe to play here. You're not going to see a lot of people driving through the neighborhood who don't belong here, because there's really nowhere to go in this neighborhood except home.

The other thing that's great about this house is it's age. Let's face it — most of the homes in Lansing were built in the 20s, 40s, 60s — and they're NOT what they used to be. If you haven't already looked, most of the homes for sale in Lansing around a hundred grand are a mess. I think this is another reason why people rent instead of buying a home — why buy a nasty old house if I can rent a place that looks like new? They've got peeling paint on the outside, they smell bad, the windows are drafty, the kitchen in general has a funk covering it, and on and on. I know, 'cause I've seen them. Basically, most of the sellers are trying to sell you the problems that THEY never got around to fixing.

THIS HOME was built in 1989, so when you get inside, you'll notice things — like the windows actually fit in their spaces. The carpeting doesn't look like something in a funeral parlor. The appliances are clean and work without screeching. The kitchen cabinets and flooring are spotless. The slider to the backyard deck ACTUALLY slides. The roof and the furnace aren't on their last legs. The deck isn't warped, rickety and covered with a green, mildewy veneer. So, you're going to be able to move in here and not have to live in angst about "when the next problem will occur" and if Uncle Louie will loan you the money to fix it.

Maybe the most important factor after all this is that you can get into this home for VERY little money down. Now, I went back and forth with the sellers and finally talked them into paying your closing costs for you. So, we're looking at somewhere in the neighborhood of $1,500 LESS that you're going to need to buy this home, as opposed to any other home. This means one of two things: You now have $1,500 CASH in your pocket that you can blow on whatever you want, OR, you can move into this house, rather than waiting another six months to save up for a down payment.

In fact, you can get into this home for as little as ZERO down payment, IF you can qualify for one of the four, zero down programs we have on this home. If you've got shaky credit, then you're going to have to come up with SOME money down, but again, the sellers will pay your closing costs — so that's well over a thousand dollars you WON'T have to scrounge up.

NOW, if you want detailed info on this property, leave your name, number, and mailing address (or e-mail) at the tone. As you know, spell if necessary. And if you're going to leave an e-mail address, leave a phone number, too, 'cause you know how often those e-mail addresses don't work if we don't spell it right.

If you want info on the low-down, and zero down loans I was talking about, again, leave your name and contact info, and we'll get it out to you pronto.

Thanks again for calling on the home at 5818 Stonebridge Lane.

Good luck in your home search, and get ready to leave your message. Here comes the tone.