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PAST CLIENT FOLLOW-UP TABLE OF CONTENTS Acknowledgements and Introduction .................................................................................................5 Past Client Follow-Up...........................................................................................................................7 Added-Value Mailings, Client Appreciation Events
Geographic Farming...........................................................................................................................25 Just Listeds/Just Solds, EDDM mailings
Expired Campaigns ............................................................................................................................69 FSBO Campaigns ...............................................................................................................................79 Niche Mailings and Events ................................................................................................................85 Renters, Guaranteed Sale Program, Downsizing Seminars
Prospect Drip Campaigns................................................................................................................107 Social Media...................................................................................................................................... 119 Websites............................................................................................................................................133 General Advertising/Branding .........................................................................................................149 Billboards, Newspaper Ads, Giveaway Items, Vehicle Wraps, Yard Signs/Signage
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PAST CLIENT FOLLOW-UP Acknowledgements This compilation of marketing materials is only possible because of the generous contributions from success-minded real estate professionals all over North America. Thank you, each and every one of you, for having the vision to understand the value of sharing with your peers. Thank you as well to those who contributed to the actual design, layout, assembly, production and distribution.
Introduction This Idea Book has been divided into categories—marketing target groups, if you will— to make it easier to reference and model for use in your own real estate business. When possible, we have included data from the agent on the number of pieces distributed, the cost involved, and the results he or she received. Whether you’re looking for quick inspiration for a particular piece, or motivation to explore a new niche, we hope you’ll find this book to be an invaluable resource. You can share marketing pieces for consideration to include in future editions by emailing ideabook@realestatemastersguild.com.
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PAST CLIENT FOLLOW-UP David Brenton’s Team in Indianapolis, Indiana mail seasonal postcards to their past clients and personal sphere.
Cost for printing and mailing service = under 50 cents per piece Time to produce = under 1 hour Return = more than 50% of the team’s business comes from Past Clients & Personal Sphere (this totaled more than 150 deals in 2014).
This group receives a total of 17 mail touches throughout the year.
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PAST CLIENT FOLLOW-UP The marketing department at Tami Spaulding’s office in Ft. Collins, Colorado, creates these seasonal, holiday, and humor-based referral postcards to go throughout the year.
Cost = $1/piece mailed, and quantities vary. Distribution = past clients, sphere of influence, referral agents
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PAST CLIENT FOLLOW-UP ~CLIENT APPRECIATION EVENTS A clever addition to the shredding event, Char MacCallum of Olathe, Kansas coordinates an “e-Waste” disposal service to take old computers, monitors, TVs and other electronic devices. All electronics are guaranteed to be scrubbed of all data. Meeting and greeting the clients during the event, Char says, is the key to her successful three-hour event. They send out 1,400 postcards to notify their past clients and key people.
Cost = truck, $925; electronics disposal add-on, $175; postcard + mailing $2,038 Return = 5 listings and 2 buyer sales for $42,000 in commission.
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PAST CLIENT FOLLOW-UP ~CLIENT APPRECIATION EVENTS Brad Wisely & Carol Greco send this postcard, printed and mailed by Quantum Digital, out to their farm areas and local past clients, and also put a blurb on all of their Just Listed & Just Sold postcards (printed locally) for a month preceding the event. They also turn the mailer into a jpeg and send it out via Top Producer as an email blast to local past clients.  
Cost = postcards, $0.55 each, printed and mailed first class; shredding truck, $800. (As a side note, their Just Listed/Sold cards are 5.5X8.5 and run $0.60 each.) Return = not easy to pinpoint in the farm as their business is a combination of all of the direct mail, shredder day, calendars, signs, dumpster day, swim team sponsorships, etc. (in other words, their general presence in the neighborhood).
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PAST CLIENT FOLLOW-UP ~CLIENT APPRECIATION EVENTS David Brenton’s Team of Indianapolis, Indiana hosts a series of client appreciation events over the course of a year. These are promoted in their newsletter as well as each having individual postcard mailings and letter inserts associated with them.
Cost of movie event = $1,200 for theatre rental, movie rights, door prizes, and refreshments
Time to produce piece, plan events, set up and clean up = 10 to 20 hours per event Return = more than 50% of business comes from past clients & personal sphere (150 deals/year)
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PAST CLIENT FOLLOW-UP ~CLIENT APPRECIATION EVENTS
David Brenton’s Team shredding event:
David Brenton’s Team Pool Day event:
Cost = $850 for pool rental, refreshments, etc.
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Cost = $750 for shred truck, reusable branded tote bags, and “yard card” signage (they’re on a high-visibility road so the public was welcomed too)
PAST CLIENT FOLLOW-UP ~CLIENT APPRECIATION EVENTS
David Brenton’s Team Park Day event:
Cost = $750 for park rental, face painter, balloon animals, picnic food, etc.
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PAST CLIENT FOLLOW-UP ~CLIENT APPRECIATION EVENTS David Brenton’s Team creates additional follow-up opportunities from their Pie Day event by doing three things: #1 - They do a door prize/raffle prize drawing at the event and call those people afterwards. #2 - They send handwritten note cards to those they talked to that they want to follow up with.
Cost = $1,500 for tent, refreshments, decorations, etc.; $2,500 for pies
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PAST CLIENT FOLLOW-UP~CLIENT APPRECIATION EVENTS Mike Parker’s NKYhomes team in Florence, Kentucky hosts their annual event as a holiday party focused on pictures with Santa. Costs = $683.75 postcards + postage; total cost $2,682.34 including event itself Distribution = all past clients, current clients & sphere of influence Return = referrals (both buyers & sellers). Lots of good feedback on social media & handwritten cards.
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GEOGRAPHIC FARMING
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GEOGRAPHIC FARMING Patrick Lilly’s Team in New York City used EDDM to mail these brochures to three neighborhoods in Manhattan to advertise their corresponding new websites. 
Cost = over $35,000. They used GotPrint.com for their EDDM service (rates are different depending on size, style, finishing and quantity but by far the cheapest option for them).
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GEOGRAPHIC FARMING Shortages of inventory have been countered by proactive agents mailing to the desired neighborhoods on behalf of their buyers. Such is the case for this piece sent out by Ira & carol Serkes of Berkeley, California. They use a local printer who brings it to the post office, where it’s mailed through the EDDM program.
Cost = $0.36 EDDM delivered, per piece (same piece $1.10 each via 1st class postage) Return = received 6 inquiries; one lead that sold for $3M cash.
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GEOGRAPHIC FARMING Orly Steinberg of Ringwood, New Jersey used current market success to motivate sellers to list. These postcards were also sent using the EDDM program.
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GEOGRAPHIC FARMING Mike Parker’s jumbo Sold Card stands out with its unique 4.5” x 11” size. They send 1,000 cards.
Cost = $119.96 + postage
Mike Parker’s smaller 4” x 6” Sold Card (also 1,000 sent):
Cost = $47.54 + postage
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