Neighborhood Marketing
Making connections along with name and face recognition are integral parts in expanding your business, but how do you become the person that people in your neighborhood – your target market – contact when they are ready to sell? You have to grow your database of contacts to set up appointments, turn the appointments into listings, and continually tap into that database to find those prospects that are in the right mindset. Remember, you are a prospector. You don’t have to get everybody – you just need to find the motivated person at the right time. And with more people in your database, your pool of possible motivated people is much larger.
The Analytics Advantage
How do you know if someone is ready to sell? You can’t simply cold call the entire neighborhood. Reach out to them first using our Neighborhood Data with Performance Analytics that identifies people on the verge of selling.
Create prospecting lists based on defined geographic areas. Choose to have those properties sorted by mileage proximity from a specific address to call around an open house or just listed/just sold property. Then, choose to have those properties sorted by an intelligent analysis of homeowner and property attributes to quickly find those homeowners more likely to want to sell. Arch provides all of the information necessary to contact and connect with potential sellers before the competition knows they are in the market. We also provide valuable scripts that engage and incentivize prospects that may not have sold for years, but the seed of selling their home is planted by striking at the right time and in the right market.
Scripts
With the right script, you take a person thinking that they want to move in five years to a person thinking that now is the perfect time to start the selling process. You know that mentioning to potential sellers that a home near them has either just listed, just sold, or the market is extremely hot can automatically pique their interests. And telling that same person that two to three houses in the same neighborhood will typically sell right away after that can properly motivate. Look at these examples.
Just Listed
Try this script when you’re calling a prospect knowing that a home near them was just listed.
YOU: Hi, I’m [NAME] with [COMPANY], and we just listed a [# bedroom / # bathroom] property in yourneighborhood at a solid profit, and we’ve found that most buyers tend to be friends, family members, or acquaintances of people that live in the same neighborhood. Doing everything we can to sell your neighbor’s home, I’d like to ask you: do you know anyone looking to move into your neighborhood?
PROSPECT: No.
YOU: Good – I appreciate your help. So, when do you plan on moving?
PROSPECT: No plans.
YOU: Alright – how long have you been living in your home?
PROSPECT: Five years.
YOU: Great – and how about before that?
PROSPECT: Long Island.
YOU: Fantastic – how did you end up in [LOCATION] in this neighborhood?
PROSPECT: To be near friends/family/a good school/work/etc.
YOU: That’s good to hear. If you were to move, where would you be likely to move next?
PROSPECT: To Florida. YOU: When would you be likely to move there? This is your opportunity to gauge their level of interest. If their answer is six months or less, continue. PROSPECT: Six months.
YOU: Did you know that it can take up to six months to get a home prepared, marketed, and sold, even in today’s market?
PROSPECT: No.
YOU: Would you want your home sold in six months, or would you want to start the process then?
PROSPECT: Sold.
Just Sold
Try this script when you’re calling a prospect after seeing that a home near them was just sold.
YOU: Hi, I’m [NAME] with [COMPANY], and we just sold a [# bedroom / # bathroom] property in your neighborhood at a solid profit, and we’ve found that when one neighbor sells a home, typically two or three more homes nearby sell right away. I was curious – when do you plan on moving?
PROSPECT: No plans.
YOU: Alright – how long have you been living in your home?
PROSPECT: Five years. YOU: Great – and how about before that? PROSPECT: Long Island.
YOU: Fantastic – how did you end up in [LOCATION] in this neighborhood?
PROSPECT: To be near friends/family/a good school/work/etc.
YOU: That’s good to hear. If you were to move, where would you be likely to move next?
PROSPECT: To Florida.
YOU: When would you be likely to move there? This is your opportunity to gauge their level of interest. If their answer is six months or less, continue. PROSPECT: Six months. YOU: Did you know that it can take up to six months to get a home prepared, marketed, and sold, even in today’s market?
PROSPECT: No.
YOU: Would you want your home sold in six months, or would you want to start the process then?
PROSPECT: Sold.
YOU: Perfect – then let’s start you on your move to Florida by setting up an appointment to discuss selling your home!
Market Activity
And try this script when you’re calling a prospect with knowledge of a hot real estate market.
YOU: Hi, I’m [NAME] with [COMPANY], and I wanted to let you know that [# HOMES] have sold in your neighborhood in the last [# DAYS], and [# HOMES] sold at or above the marketed price. We’ve found that homes are selling quickly, and typically two or three more homes nearby sell right away. I was curious – when do you plan on moving?
PROSPECT: No.
YOU: Good – I appreciate your help. So, when do you plan on moving?
PROSPECT: No plans.
YOU: Alright – how long have you been living in your home?
PROSPECT: Five years.
YOU: Great – and how about before that?
PROSPECT: Long Island.
YOU: Fantastic – how did you end up in [LOCATION] in this neighborhood?
PROSPECT: To be near friends/family/a good school/work/etc.
YOU: That’s good to hear. If you were to move, where would you be likely to move next?
PROSPECT: To Florida.
YOU: When would you be likely to move there?This is your opportunity to gauge their level of interest. If their answer is six months or less, continue.
PROSPECT: Six months.
YOU: Did you know that it can take up to six months to get a home prepared, marketed, and sold, even in today’s market?
PROSPECT: No. YOU: Would you want your home sold in six months, or would you want to start the process then? PROSPECT: Sold.
YOU: Perfect – then let’s start you on your move to Florida by setting up an appointment to discuss selling your home!
Tips When Reaching Out
When was the last time you dealt with truly exceptional customer service? If you can remember that experience, there is no doubt that the person you dealt with built a solid rapport with you. That person didn’t sound like they were reading from a script. They cultivated a relationship with you by asking the right questions, gathering the right information, and helping you solve a problem.
Using Valuable Information to Build Trust
When calling a prospect, you have tons of analytical information at your disposal: names, family size, house size, et cetera. But you’ll also possibly know things such as marital status or net worth. It’s definitely helpful to know if a household has numerous kids and not nearly enough bedrooms. You can ask about the prospect’s kids, plans for more, and the schools in the area that they are interested in. That’s great information to build rapport. Knowing that a prospect is going through a divorce could be helpful information, but you probably will not build a great relationship with a prospect by asking direct questions about their current divorce. You want to look for prospects based upon analytics, but the transparency of this information can be a hindrance if it is applied poorly.
Represent Yourself as a Service-oriented Agent
Once you’ve built that trust with your prospect, your goal needs to be setting up that next appointment to help the prospect sell their home and get into a new house. By informing and educating your prospect first, you position yourself as the service-oriented agent that will make the process as easy as possible. Don’t come at your prospect firing off all of the features of a property you’re trying to sell. Ask questions about what your prospect is looking for in their new home. In addition to representing yourself as credible and concerned, you uncover invaluable information on the motivations of your prospect. When you talk about selling a home, offer the prospect a free evaluation of what you would do to position the home for the best resale. When you talk about buying the next home, offer a free comparative analysis.
Additional Tools at your Disposal
Neighborhood Data For Open House Just Listed/Just Sold
If you’re calling around an open house or just listed/just sold property, doesn’t it make sense to call the closest neighbors first? Using the Arch Neighborhood Data, you can generate new leads by creating lists sorted by proximity closest to farthest from your new listing, just sold property, or open house. The list includes homeowner names, phone numbers, property and consumer information, and social media links. Call the list from your PowerDialer. You also receive the mobile phone number and an e-mail address.
Neighborhood Data With Performance Analytics
If you’re targeting a neighborhood, wouldn’t you prefer to call the homeowners who would likely want to talk to an agent first?
Using the Arch Neighborhood Data, you can create a list of new leads sorted by the likelihood a homeowner would want to sell their home based upon an intelligent analysis of their property information, consumer information, and demographic situation. This reduces the amount of calls and time needed to uncover valuable listing appointments. Call the list from your PowerDialer. You also receive the mobile phone number and e-mail address.
Full and Accurate Contact Information
Each listing contains the primary and secondary owners with an accurate landline, social media link, consumer and property information, and Do Not Call status. A mobile phone and e-mail address are included on calls dialed using the PowerDialer.
We run each listing through a stack of seven different augmentation processes designed to verify the owner, ensuring phone number accuracy, so the correct phone number can be selected. The workflow uses a correlation between Personal Identifiable Information (PII) and non-PII to match and then score (accuracy scored in color) the phone number.
Web Portal Lead Manager
The list is generated using a single address or by zooming in on a neighborhood from a bird’s eye view. The area can be selected by radius or by drawing a map. The first 1,000 properties are downloaded into the portal. Then, the subscriber can choose to sort the leads by proximity or performance. The mobile phone and e-mail address are added as you call the list from the Arch PowerDialer.
The entire database is run against properties listed for sale or off-market to eliminate non-viable properties daily. The web portal enables you to take notes, set reminders, perform callbacks, and view dispositions on each listing.
PowerDialer Integration
Seamlessly synchronize your leads into your PowerDialer with the click of a button. As you call, the PowerDialer inserts the cell phone and e-mail address. After the call is made, results, call notes, and reminders are synchronized back into your web portal list manager.
Frequently Asked Questions (FAQs)
How is the Performance Analysis done?
We aggregate then layer property, consumer, and demographic information. Then we compare what can be verified against what cannot. Big data files contain information that crosses over, is compatible with other data sources, or is sometimes unique. We take verifiable information and compare it to nonverifiable information and score based upon a proprietary algorithm. The algorithm is constantly being modified for accuracy based upon substantiation of confirmed results.
We review variables such as percent value ownership, property value, owner occupied, type of mortgage, age of children, number of children to bedrooms, marital status, credit worthiness, and years in residence.
We do not display all the information we are analyzing so your dialing experience is not cumbersome. Some homes are missing elements we need to analyze. We do not believe we can predict the future, but we do believe that by reviewing the past and current status, we can sort the list to identify homeowners more likely to want to sell.
Is there a contract or setup fee?
No, all services are month-to-month, and there is never a setup fee. You are billed at the end of the month in which the service was provided and prorated when you join and exit. You only pay for days of actual service.
What is the delivery area, and is it customizable?
The delivery area is a 50-mile radius from the center of your preferred working ZIP code (home ZIP), totaling 250 square miles. You may edit the home ZIP at any time. You may customize your delivery area by mileage, price, ZIP code, county, or proprietary map. You can also filter by property status and phone score.
What are your match rates?
Typically, we match a phone number to 90% of off-market listings. 80% are scored green – 95% accurate. Yellow is 90% accurate, red is 80% accurate, and black is 50% accurate. You may filter by score. Some areas may match higher than others. For example, areas with significant international ownership and multiunit residences may score lower.
Do you scrub against the Do Not Call (DNC) Registry?
Yes, we scrub all leads against the National Do Not Call Registry at the state and federal level. Because there are permissible exemptions to calling phone numbers listed on the DNC we allow the user to determine whether or not that number should be called or skipped.
How do I get Neighborhoods into the PowerDialer Service?
By performing a search then clicking a button, the portal pushes your leads into the dialer within minutes.