Leading Luxury Builders To Great ness
FREE GUIDE USING THE M LS TO TARGET AND DRIVE LEADS Learn how to use the MLS to attract best-fits and dominate your market
OVERVIEW -
Key Findings
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About The MLS Database
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What is The MLS ?
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How To Access The MLS?
Target Opportunities In Your Real-Estate Market
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About Certified Luxury Builders Network
Key Findings
W HAT W E UNCOVERED
Creating a predictable and successful strategic partner network is critical if you strive to have a healthy pipeline and a profitable company. Connecting with and managing strategic partnershas become more challenging than ever for luxury builders, prompting CLB to implement a targeted strategic partner campaign aimed at helping luxury buildersbuild and maintain strategic industry relationships. A primary focus of the program has been on the builder/realtor dynamic as these relationships are poised for a win/win. So, what caused these relationships to evolve into a scenario where the two now depend on each other? The most important event by far was in August of 2012, when Realtor.com and Builder Digital Index (BDX) announced a partnership whereby BDX would feed its national inventory of new homes to REALTOR.com.
Homebuilders now possessed what they had long lacked: access to the Realtors Multiple Listing System (MLS). And Realtors had access to inventory of new homes in a format they are trained to use. Realtors can find inventory of new homes, floor plans, prices, amenities, and more side by side with resales.
Today builders and realtors are working closer together than ever. Systems are in place to communicate clearly and accurately. With builders working in the MLS system, they have the opportunity to bring realtors into their process of helping to build a healthy, profitable pipeline.
READ HOW CLB'S PROGRAM HELPED ONE BUILDER BUILD A $30 MILLION PIPELINE
eBOOK: USING M LS TO TARGET AND DRIVE LEADS
W HAT IS THE M LS? The Multiple Listing Service, or MLS as it is known in the investor community, is an attempt to facilitate real estate transactions between real estate brokers. In its simplest form, however, the MLS ?is a tool to help listing brokers find cooperative brokers working with buyers to help sell their clients?homes,?says the National Association of Realtors (NAR). While the MLS is a private database, there are ways for people outside of the NAR to access it.
HOW TO ACCESS THE M LS Upon discovering the importance of the real estate MLS to an investor?s portfolio, you may be wondering how to get access to the MLS database, and if free MLS access is at all possible. As we mentioned earlier, it is entirely possible to get MLS access for free, even without having a real estate license. Savvy investors typically employ some of the creative strategies as follows, to be explained in the following sections: -
Partner with a real estate agent hyper focused in each of your target markets Work with the real estate agent to generate targeted reports
W ORK W ITH A REAL ESTATE AGENT This is probably the most difficult strategy, at least at first, for accessing the MLS without applying for a real estate license, but it?s usually the most rewarding in the long-term. Find and connect with an investor-friendly agent who will grant you access to the MLS database you need. This approach requires more than a little confidence and assertiveness (not to mention the ability to negotiate), but mostly it requires you to be crystal-clear about what you are offering the agent in return for access to the MLS. This could include things like: -
Referral fee on property deals Flat fee Mix of percentage and flat fee
The key is to accentuate the benefits to the agent; ?You?ll save time, make money, and possibly get more commissions!?In addition, you want to stress that this is a working real estate networking relationship that the agent can opt-out of at any time. From there, it?s just a matter of setting you up as an unlicensed assistant with the MLS administrator of the brokerage the agent belongs to. Finding an investor-friendly agent can sometimes be a challenge. As stated earlier, CLB?s strategic partner program is an effective way of connecting and building key relationships with realtors in your target area. A couple of other valuable sources include: -
LinkedIn ads & groups Facebook groups Agent forums Your real estate network Investor-friendly brokers
CONTACT DIGITALSERVICES@CLBNETW ORK.COM TO LEARN MORE ABOUT OUR STRATEGIC PARTNER PROGRAM.
eBOOK: USING M LS TO TARGET AND DRIVE LEADS
Target Opport unit ies In Your Real Est at e M arket
BUILD PARTNERSHIPS W ITH KEY REALTORS
Aswe?ve detailed above, it isabsolutely possible to get access to the MLSwithout a real estate license. If you?re willing to put a little sweat equity into it ? and cultivate relationshipswith realtors in your local area ? you may find your burgeoning relationshipspay off in other ways, besidesletting you look at a few property listings. Maybe you have plenty of capital, an extensive real estate network, or great construction skills? but you still aren?t sure how to find opportunistic deals. In order to reach your full potential in today's economic environment, a more intelligent approach is essential. That?s where CLB?s target market research team comes in. Each member has market areas that need to be specifically defined. The key is to pinpoint exactly where the best opportunities for your brand are waiting. Depending on your level of membership, CLB?s job is to work with you to collect the data, analyze the market, your competition, and find a sweet spot where long-term success can be found, strategic partners targeted, and client relationships grown. Once the data has been collected and you?ve gained a clear understanding of your target market, you?re ready to begin outreach. By following these simple steps, you?re well on your way to building strategic partnerships with key realtors in your area that specialize in the specific target market that you want.
eBOOK: USING M LS TO TARGET AND DRIVE LEADS
TARGET BEST-FITS IN 3 STEPS STEP #1 Determine which market the agent is an expert in - this market is their sweet spot. They work it all the time and can give you an inside look at several factors, including: -
Is the market on the rise? What is the absorption rate? What transactions are happening? ...and various other factors.
STEP #2 Follow the below outline on how to structure your email to the realtor -
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Introduce yourself Briefly share your brand story: You are an award-winning luxury home builder in their market Ranked #1 on Houzz.com You prioritize the 5-Star experience from beginning to end above all else Clearly explain why you?re reaching out and what you hope to accomplish: You are working with a national marketing firm in defining your target market to build a strategic marketing plan around The realtor can help further your market analysis effort by following the search criteria as you?ve outlined (you can simply copy and paste the search criteria CLB has outlined below)
STEP #3 Send email to the agent in that specific target market Here are the search criteria that you can copy and paste into your email. This is the information the CLB team needs in order to do a complete market analysis: (2) separate searches will be done - 1. Single Family 2. Condo Search Criteria: 1. Zip Code: 2. Neighborhood or subdivision: (can also be defined by geo boundaries on search maps with North-South-East-West boundaries 3. Property Type: Single Family|Condo 4. Status: Active | Pending-Closed 5. Time Period: Last 12 Months 6. Year Built (if single family-2 groups): Built prior to 2015/Built after 2015 When you receive the information back, make sure the realtor has provided you with data for the following fields: 1. 2. 3. 4. 5. 6.
Property Type (Single Family/Condo) Time Period covered Zip Code Neighborhood/Subdivision Status: Active/Pending & Closed Year Built
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eBOOK: USING M LS TO TARGET AND DRIVE LEADS
ABOUT CLB NETW ORK CLB measures our partnership success in Revenue, New Projects, and Net Profit. We want you to achieve your goal of putting a minimum of $1M in profits in the bank and achieving 10% net profit for the business and building a valued asset. CLB takes a bright and innovative approach to offering easy-to-understand, customizable, and fractional solution options at a significant value compared to hiring employees or firms that do not understand your business, your best-fit clients or the luxury home building and remodeling industry. CLB Network is backed by a team of seasoned professionals who explicitly understand what it takes to be a high performance luxury custom homes and remodeling business and how to deliver a 5-star experience to best-fit strategic partners. prospects, and clients. Our combined experience and solutions allows CLB to offer you and your business genuine peace of mind knowing that we are on your team and will help you achieve your goals years sooner than if you had to do it on your own.
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