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9015 Home Finder + Hotlist #2 Marketing Campaign Using A "Hotlist of Best Buys" Plus A No Obligation "Home Finder Service" To Compel 1st or 2nd Time Buyers, or Executive Home Buyers To Call You
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This Campaign Will:
The Marketing: RULE #1 when writing ads: TARGET YOUR AUDIENCE! You can't be all things to all people. Don't run a general "HomeFinder" ad, because you will get almost no calls. People don't know what a HomeFinder service is, and don't know that they know want one until they hear your benefit packed script. The purpose of the ads on this page are solely to get the call. The purpose of the ad is to get the call. The following ads will attract calls for $120,000 to $300,000 ready-to-buy buyers in Kentwood. By changing the price range and location, this format will work for finding ready-to-buy buyers in an upscale target area, or any first, 2nd or 3rd time buyer target price range from $70,000 to $2,000,000. The ads get calls because they get the buyer's interest talking about a house instead of a service. Your ad can't sell your service. Your ad has only one purpose – to get a call! The script can't sell your service, either. All your script can do is make the caller want to know more about your service. It's only job is to get the caller to call you or leave a message. The power of this script comes from that fact that all buyers want information. This script offers them information that they truly desire… a HOTLIST of the best buys! Canadians: The same applies for you. Just insert $10,000 down for a $200,000 home instead of zero down payment. 63% of all Canadians surveyed did not know that they could own a $200,000 home for only $10,000 down. The following script works to create compelling benefits for prospects to call you. Note the non-threatening language like "computerized" (rather than a human who will try to make you feel obligated), "no-obligation" (rather than "let's meet so I can make you feel obligated") and "free" (many buyers don't know how we're paid). The Ads: You can specifically target the type of person who will call your hotline by the wording of the ad. Ads 1 & 2 will attract first time buyers in the Grand Rapids metro area. Ads 3-8 will attract 2nd and 3rd time more upscale buyers.
Terry's R/x For Automatic Prospecting Success Test, test, test: You don't know what will work for you, in your target market, in your area. You must test variables, and track response. Sometimes the ads and scripts will work for you the first time you try them, exactly as shown. Other times the classifieds won't pull well. You don't know (and never will know) until you try. Classifieds: (__) Classified in your daily newspaper under homes for sale with price, ext 101 (__) Classified in your daily newspaper under homes for sale without price, ext 102 (__) Classified in your daily newspaper under homes for rent, ext 103 (__) Classified in your weekly shopper under homes for sale with price, ext 104 (__) Classified in your weekly shopper under homes for sale without price, ext 105 (__) Classified in your weekly shopper under homes for rent, ext 106 Display Ads: Sometimes an editorial style display format works better than classifieds. You can test a small display style ad in a homes magazine or as a Money Mailer or Val-Pak "coupon" to be distributed in high rental communities. Or try it as a postcard mailed to tenants. Put a display ad in your client newsletter. Or pay the newspaper to put this inside the paper as an "insert"… this usually costs about six cents each for the paper to print and distribute to about 5,000 apartments. The key is to do something. Test different media. Track your results. Use Hotline To Hot Properties and you can track exactly which ad gets you the most calls. To triple response, your ad must ad must look exactly like the editorial copy in the publication. The fonts of the headline and the body copy must match the publication's format exactly, or your ad will look like an ad and be screened out and ignored by hundreds of prospects. (__) In daily newspaper , ext 107 (__) In weekly shopper, ext 108 (__) In neighborhood newsletter, ext 109 (__) In one "slot" of a Homes Magazine, ext 121 (__) Blow up to 8 X 11 yellow flyer and send or deliver to apartments, ext 110 (__) Blow up to 8 X 11 yellow flyer and send or deliver to market area comprised of individuals who would love to "move up" to your target market, ext 111 (__) Blow up to 8 X 11 yellow flyer and place on bulletin boards in grocery stores (ext 112), libraries (ext 113), community centers (ext 114), at offices (ext 115), on telephone poles near bus stops, wherever they may be seen.
The Script: This is the HomeFinder Help Line of (your name or company name. If you call it your hotline, then speak in the first person… i.e. "My specialty" vs. "our specialty.") We specialize in researching the very best home buys in the (city) area. Every night, our computers search out and we analyze all the new listings in the metro area and suburbs that were entered into the Realtor® Multiple Listing Service by all companies during the previous day, regardless of which company they are listed with. We review all the listings looking for the best buys, and each week, we prepare and print a "hot list" of these best buys. Our computers are programmed to research and find the best homes – automatically – so that you can save thousands of dollars by locating the best buys before other buyers even know about them. This information is usually available only to real estate companies, but it's available to you free, without even having to talk to anyone. If you would like comprehensive information on specific homes in specific areas and price ranges, our computers can do that for you too – free of charge. We call this our free, no-obligation, HomeFinder program. This computerized program delivers you new information on every home in any area you specify, on a daily basis, automatically. Here's how the HomeFinder program works. We program our computers to research all the homes, in any area that you want to live in, that meet your exact requirements. Then each morning our computers automatically mail, fax, or e-mail you, your choice, the brand new listings straight to you every day, or, if your prefer, twice a week. This new HomeFinder computer system is so efficient, and delivers the information to you so quickly, that you often have the information even before other real estate agents. So, this enables you to get the best buys before other buyers even know these properties are available. If you're like most home buyers, you want information. Our HomeFinder Service gives you all the information you want, free of charge, with no obligation. Unlike other realty or mortgage companies, we won't call you and try to talk you into looking at houses. In fact, we will never call you about the listings our computer has sent you unless you call us first. Buyers love our computerized HomeFinder Service, because they're able to get tons of information without the hassle of feeling obligated. When you receive the information from our computers, feel free to study the information, drive by the homes at your leisure, and if you want to see a home you like, you can call us and arrange for a private showing. Another huge benefit of our HomeFinder Service is that it doesn't cost you a penny. The seller pays our fees if you buy a home. If you don't buy a home, there's no charge to you. But even though the seller pays our fees, we are obligated to put your best interest first. As you can imagine, there's just too much information to tell you about on this brief recorded message. But it's easy for you to get information. Just give our team a call, anytime, 24 hours a day, at 555-555-5555. You'll get information on the best buys in the areas you want to consider. And you'll get this information with no cost and no obligation. Again, this is (your name). Thanks for calling our real estate help line. We look forward to talking to you, and best wishes in your home search. For more information, call 555-555-5555. This is the end of this recording. Press ____ to replay. Best wishes in your home search.
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