Powerful Info-Box Flyers for Realtors and Lenders
March 2002 Strategies in Action Kit

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Listen:   click here now! Marketing Call, March 21, 2002 (1hr 17mins)

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A Powerful New Client Generator

Lenders: How would you like to turn every listing of your strategic alliance Realtor's into a huge loan application magnet? How would you like to “wow” Realtors so much that they are compelled to give you 100% of their business, instead of just 30%?

Realtors: How would you like an inexpensive, proven way to reach active, “in-the-process” buyers and sellers? How would you like to sell your listings faster, with more of them being sold by yourself for a “double-bubble” commission?

Lenders and Realtors: There are rich benefits to putting info-box flyers in front of every listing, be it vacant land, executive homes, income property, commercial property or any other listing where you have a sign. The benefits and results of a properly worded info-box flyer are tremendous. Why?

We know that for every 100 info-box flyers taken, 65 end up in the hands of genuine buyers who will purchase, sell or borrow within the next six months. 30-50 of these prospects have homes to sell, too. More than 80% of these prospects are uncommitted to a Realtor or Lender. Where else can you reach such a prime market, so easily, for such low cost?

“But,” you say, “most shoppers who take a flyer are not even interested in the listing.” Eureka! Exactly! That's the point!

Lost Opportunity

That brings us to the biggest lost marketing opportunity mistake Lenders and Realtors make every day — not using the backside of info-box flyers to attract highly qualified, ready-to-act buyers with a benefit-filled offer.

The right offer will compel more than 10% of all prospects to call a recorded message. The message opens a whole new world of opportunity that they didn't even know existed. They begin to form their own conclusion that you're different, that you have knowledge that will make their lives better. They're compelled to take the next step — calling you for more information.

Using the template we provide for you, making no changes except for phone numbers, company name, areas and price range, you will find that for every 200 flyers taken, your free recorded messages will receive 20 or more "hits." (Hits are where consumers respond, call, and listen to all or part of your recorded message.) From these 20+ hits you will receive two to four call-through (leads) with people asking you about your services: "Can you tell me more about how your HomeLoanFinder program works?"

10 Additional Transactions a Year

When you use the template in this module to stock info-boxes at five listings with these lead-generation flyers, you should generate at least two or three appointments every month with qualified, ready-to-act buyers or borrowers (one or more a week is not unusual).

A good rule of thumb is that 50% will use your services within six months. Conservatively, if only one in three (33%) use your services, that's 10 additional transactions a year. These are clients and transactions that you would not have had were it not for your info-boxes. These clients and transactions
cost you virtually zero marketing dollars to obtain. What is the value of ten transactions to you? $15,000? $25,000? $40,000?

Three Bonuses:(1) Info-box lead generators coupled with a well-scripted recorded message about the listing always result in the listing selling faster, (2) with more of them being sold by yourself for a “double-bubble” commission, (3) and many of your new buyer clients will also have homes to sell.

Why Zero Down?

There is a misconception by many real estate and lending professionals that high-quality move-up and upper-income professionals do not respond to zero down lead generators. Nothing could be further from the truth. Zero down campaigns bring in more high-income professionals than any other lead
generators we have tested. For the past 15 years, nothing has been able to beat “zero down.” Remember, the only purpose of a lead generator is to get a call to the recorded message. Zero down attracts more calls, more hits, more leads, more appointments, more transactions... from people with money.

The Only Purpose Of the Flyer

You're not marketing your listing in a vacuum. There is lots of competition. Consumers who are in the process of looking at homes take multiple info-box flyers each day. The only purpose of your info-box flyer is to generate a call to one of your recorded messages. When prospects are sorting through the ten flyers they picked up that day, your flyer will be the only one that offers an easy, easy, easy way to obtain more information — about the listing or other programs. The number of hits you will receive is exactly proportionate to how compelling your copy is.

Do not tell everything about the house. Often, too much information diminishes the number of calls you receive. You cannot sell the home in a flyer.

The ONLY job of your copy is to entice/compel the reader to call the free recorded message where you will have the undivided attention of the listener for three to four minutes to paint a word picture of opportunity and affordability while injecting the elements of urgency, scarcity and social proof.

Storytelling

Concentrate on improving your description of the property. Stop copying the format used by most Realtors — that of quickly listing a few bullet points of the property. That may describe the property, but doesn't make me desire it.

The Realtor's job as a highly paid marketing consultant to whom the seller has entrusted his most valuable asset is to MARKET the property. The first step in this process is to personalize it. Tell stories about the property — how the seller uses it, what it FEELS like, what you like about it.

Land's End (www.landsend.com) is a master at writing copy that makes you want to buy. They stroke the reader's imagination with words designed to conjure up texture and smell, softness and ruggedness, quality and comfort, and luxurious fabrics specially manufactured from long-wooled sheep grazing on Scottish moors or the Australian outback.

When you focus on detail, you increase your credibility and enhance the probability of the consumer calling the free recorded message — where you now have his undivided attention for as long as you need to create a desire to VISIT the property.

How it Works:

  1. Realtors: Select three listings to get started.
  2. Lenders: Call the Realtor you wish to “wow,” and explain how you can help her sell her listings faster, for more money, and sell twice as many herself as she normally does. Ask her to choose three of her most difficult listings for you to help her with.
  3. Download the Publisher file from the CD. Edit the information on both sides of the flyer about the listing, phone numbers, extensions, company name, etc. and print out both sides. Use the back of the flyer as is with all three offers. Your goal is to attract as many hotline calls as possible.
  4. Designate a voicemail box in your system for the listing. Designate three more voicemail boxes, one for each of the three lead-generator ads on the reverse side of the flyer (Ex: extensions 101, 102 & 103).
  5. Print the scripts.
  6. Read the scripts, slowly and carefully.
  7. Edit the scripts and then record.
  8. Print a minimum of 500 one-page, two-sided flyers for each listing on inexpensive, 20-pound yellow or goldenrod paper. Tell the printer to use black ink.
  9. Distribute the flyers to the info-boxes.
  10. Track the number of hits to each voicemail box. Which extension receives the most hits? What is the hit cost? Which generates the most appointments? What is the appointment cost?
  11. Share your hit costs, lead costs, appointment costs and transaction costs with your Coach and on the March 21 Marketing TeleClass.

Click here to download these templates:

Get MORE information:

These documents in the Members Only Resource Exchange (MORE) on the website will give you more training:

Samples/Templates:

Two-Sided Info-Box Flyer for Lenders, Front

Back

Script For the "Zero Down Payment Loans" Ad for Lenders

Hi, this is Roger Adams with ABC Home Mortgage Company. Thanks for calling my free Consumer Awareness Hotline.

I started this service because many consumers think they need tens of thousands of dollars to buy executive homes these days. You may have talked with real estate agents or lenders who have told you that you need $30,000, $40,000 or even $50,000 to buy a luxury home in prestige areas like Cascade, Ada or Rockford.

Five years ago that may have been the case, but it is no longer true.

Today, there are literally dozens of little-known home loans available for very low down payments for homes in the $250,000 to $600,000 price range.

You've probably discovered that local banks and smaller home lending companies still offer only the traditional two or three standard types of home loans — all requiring large down payments.

We are not a bank. I'm a loan consultant. My fees are paid by the Lender so there is no fee to you for my service. Unlike banks, my specialty is home loans. Our computer network searches through 836 home loan programs throughout the United States to find the best home loan programs. This allows me to find the very best loan to meet your personal objectives — be it low interest rate, low monthly payment, or low down payment.

For example, right now I have six loans that allow you to buy executive homes for zero down payment; four loans where the Lender or seller will pay all of your closing costs; and six loans with interest rates starting at under 5%. These loans — as well as dozens of others — are available for homes in the $250,000 to $600,000 price range, and all carry very competitive interest rates.

If you would like to know what loans are best for you, my free, no-obligation computerized HomeLoanFinder Service takes into consideration your income, debts, credit rating and employment and then locates — automatically — the best home loans available throughout the country for your personal situation.

My HomeLoanFinder Service is free and without obligation.

If you're shopping for an executive home, the information provided by our HomeLoanFinder Service can save you tens of thousands of dollars when you're ready to buy.

As you can well imagine, there's just too much to tell you about on this brief recorded message, but it's easy for you to get more information. Just give me a call at (555) 555-1234 anytime, 24 hours a day, and ask for Roger Adams.

In the event that I'm not available when you call, please leave a number where I can reach you between 8 and 9:30am or between 4:30 and 5:30pm Monday through Friday, and I'll return your call. So, thanks for calling! I look forward to talking to you, and best wishes in your home search.

Script For the "New Low Interest-Rate Loans" for Lenders

Two-Sided Info-Box Flyer for Realtors, Front

Back

Script For the "Zero Down Payment Loans" Ad for Realtors

Hi! Thanks for calling. I'm Thomas Anderson. I specialize in finding people lovely homes in Cascade and Ada in the $250,000 to $600,000 price range and showing them how to purchase these homes for zero down payment. I call this my free, no-obligation HomeFinder Service.

Here's how it works: Each night my HomeFinder computers access the Grand Rapids area Multiple Listing Service and search through all the information on every home listed in the entire area by every real estate company.

Then the computers sift and sort through all of the new listings, automatically finding and matching the homes that exactly meet your specifications. The system then automatically mails, or if you prefer, faxes or e-mails you that information on a daily, weekly or twice weekly basis… your choice.

My HomeFinder Service gives you access to inside information normally available only to real estate agents. From the privacy of your own home, on a daily basis, you receive information about every single home available in the area of your choice, and you receive this information even before many other real estate agents have seen it!

As you receive information about homes you're interested in, you can study, compare, and drive by the properties on your own. When you find a home that you'd like to see, all you need to do is give us a call, and we'll make arrangements to get you inside the home at your convenience. At no time will you ever be made to feel under any pressure to buy a home. When you find the perfect home, you'll know it. And then you'll let me know.

In addition to my HomeFinder Service, I belong to the HomeLoanFinder Network that searches the entire country finding the very best home loans that allow you to own $250,000 to $600,000 homes for zero down payment. For example, right now the network shows eight different home loan programs that enable you to buy for absolutely zero down payment, at market interest rates.

As you can well imagine, there's just too much to tell you about on this brief recorded message, but it's easy for you to get more information. Just give me call at ABC Home Realty weekdays at (555) 555-1234. Ask for Thomas Anderson. Or, you may leave your name and number at the tone and I'll return your call weekdays between 11am and noon or evenings between 5:30 and 6pm.

This is the end of this recording. Thanks for calling, and best wishes in your home search!

Script For the "New Consumer Awareness Hotline" Ad for Realtors

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