Power of 10:10:20
Whilst many are hooked on vanity metrics and airbrushed marketing, the truth is that in every campaign there's an opportunity to build data. Think of the ten owners on either side and the 20 owners across the street.
How many of the 40 neighbours did you meet during your campaign? And more importantly, how many of your actions led to getting them there?
Think about it. We've over-marketed, automated and under-delivered. Just-listed cards rarely have the open time on them, no QR code, and are usually a mini ad for the property. Is that the purpose of the DL?
What if you were really hungry? What if you wanted to turn every listing and sale into another one? What if you had no additional funds and you just had to do the work that counts?
What if you built a rock-solid process, and you or your team followed it every time? Simple things like:
- A door knock or call on the Thursday at 4pm before launch (when parents/kids are home from school), with the goal to opt-in the homeowner to find out when the property sells and how its sale price would impact theirs.
- Followed by a reminder letter in the letterbox on Friday:
"Hi, number 10 in your street is available for sale/auction, the first open home is tomorrow at 10am, and we'd love to see you there. Scan this QR code to see it now on our website."
- Then a reminder SMS on Saturday morning:
"Quick courtesy reminder, number 10 is open this morning at 10am; we'd be thrilled to see you there".
- Then a guest list was at the open, so when the neighbour at number 14 came through, we knew it was the person we met when we did the door knock.
- Followed by a sold call when it sells:
"Hi there, number 10 sold at auction today. It made $x. We have two buyers left over; what should we do with them?"
The neighbour will say one of three things:
1. We're not selling.
2. Bring them through.
3. We're not selling, but I heard number 16 is; they have a job relocation.