How to grow market share

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How to grow your market share

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The branch objective To obtain the owner contact details of every property on the market that we haven’t been instructed to sell.

How to achieve that

Every morning your branch prints out from the property portals new properties added to the market in the previous 24 hours, or 3 days (for weekends, Friday, Saturday and Sunday).

At 10am, take those printouts to the street where the property is located and find the door number. Don’t knock on these doors, we find numbers through the wash. Sometimes the EPC on property portals has the full address.

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By 2pm latest, upload these addresses and details to DMA. At 3pm Nexus/IT will uplift and start the “wash” process. This is to find personal information for those addresses (name, phone number or email address).

At 8pm every evening Nexus will send your branch a DMA Alert which highlights those properties without a telephone number.

The following day, print out this DMA alert and target those specific addresses by door knocking (door knocking ideas can be found on page 9).

If the vendor is not at home, leave a haart calling card and continue to chase for a phone number until achieved. If you are visiting again, ensure you leave something different, ie Sold in your Street.

When above is achieved, upload the information into IDBS. Lastly it is imperative you load some notes, anything discussed at the door, any specific local knowledge, anything you feel Nexus can use to your advantage on the first call.

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How to upload DMA (Direct Marketing Application)

Click on ‘Direct Marketing List’

Your branch DMA will then show on your screen.

Click on the plus key to load a new DMA record

Ensure that you use Marketing Type ‘For Sale Sign Mailings’

Put in the property postcode here and hit the ‘Enter’ key

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This box will then appear Select the correct address and click on ‘Select’

Remember you need to now load: ∙ Employee ID ∙ Agent property on market with ∙ Property type ∙ Price ∙ Date property placed on market Haybrook

This information can be obtained from property portals Link of this property from portal

DO NOT ENTER ANY FORM OF CONTACT DETAILS AT THIS TIME

This is your new DMA record with reference number rook

Click on ‘Save’

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This record has now gone over to data washing

To search for the record type the DMA reference number you have just been given into the ‘Search Ref’ bar and push the Return key on your keyboard [HRT]

You can also search by other criteria using the’Sort By’ box below

Click on the ‘Edit’ button to access the record

The record will come back highlighted

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If your search does not return the record, try changing the ‘Status’ bar to ‘All Status’ 11

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Once the file states “this record has been cleaned” this record has now been to data cleaning and is ready for you to load a ‘door knocked vendor’ contact details

How to load information post wash [HRT]

This record has now been to data cleaning and is ready for you to load a door knocked vendor contact details

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[HRT]

Ensure you upload your employee ID against phone number loaded ∙ vendor name ∙ how the phone number was secured ∙ if the property has a board Now save the record

Click on the ‘Notes’ tab to add any conversation that you have had with the vendor whilst door knocking

Ensure you save the note before hitting the main ‘Save’ button. This record will now be uplifted in the next run straight into the cold calling pots in Nexus

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Cleaning Your DMA Your branch is responsible to clean on a regular (ideally daily) basis, for example, if a property comes off the market

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Change from ‘Active to ‘Unsubscribed’

Click ‘Save’ Unsubscribing If a vendor comes into the branch and does not want to hear from us any more, you can unsubscribe the record yourself as below: You should also be doing this if: ∙ You book a valuation direct with the vendor and you know this record is on DMA ∙ You notice a property completes through another agent ∙ The property is withdrawn from the market and is no longer going to be marketed Remember any record which is unsubscribed, cannot be loaded for another 18 months.

If in the meantime you have contact with the vendor and their circumstances have changed, the only way to get this record reinstated is to email over a screenshot with confirmation that the vendor is now happy to hear from us to DMAQueries@spicerhaart.co.uk Sometimes you will see that Nexus has unsubscribed your DMA. This will only happen if our Negotiators have spoken to the vendor and been told any one of the above. Again, if you have spoken to the vendor and they are happy to hear from us then please email as per above.

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How to reduce the DMA alert list How do I get a list to go out door knocking?

This is your daily DMA email alert.

This is normally sent to your branch at approximately 8pm every evening.

To reduce this list ensure you keep your DMA clean. This means removing properties either completed or no longer on market.

These reports holds the addresses still active for the past calendar year.

The lower page of your alert will also highlight: ∙ Phone number loaded by branch since the last alert ∙ records where we have secured the phone number since the last alert ∙ details of what has been mailed since the last alert

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What we mail Your DMA addresses are included in a targeted marketing campaign by Nexus, which are created to effect a response from the owner. These continue on a regular basis until either ∙ A vendor responds ∙ Branch upload a phone number ∙ Branch update the DMA record as no longer on the market Nexus are also responsible for “Sold in your Area” mailings, these are generated via IDBS when a property is moved into any sold pipeline. Please remember if you do not want a particular property mailed on this campaign, that you contact Lesley Miller prior to switching to a sold pipeline so she can put a block in.

Brand Magazines are being delivered to all DMA addresses, so please ensure you use your quota on prospecting new business.

Lastly Nexus also organise some central canvassing and all branch managers are involved in the agreed distribution areas for this material.

The rules Anything put on DMA is left for Nexus to chase, not the branch.

A property on DMA has an “electric fence” to stop ANY contact by post, email, phone or personal visit by the branch. We will book it in for you. It is to be left solely for Nexus to: Branch to maintain a LOT’s (local own to sell) database to target yourselves.

Door knocking – ALWAYS refer the phone number to Nexus even if your branch feels they now can deal with it direct.

When we buy “For Sale Sign Analysis” data this is automatically supplied to Nexus. Duplicate details will be removed and the remaining addresses uploaded into your DMA. Once this has been washed and cleaned these addresses will fall into your DMA alert for you to door knock and obtain phone numbers.

How to approach door knocking There are 3 types of direct approaches to use, the first being our preferred. All are designed to engage the customer in conversation with the objective of obtaining their name, numbers and email addresses and should close with the phrase ‘Can I get one of my marketing experts to give you a call?’

1. I noticed you are selling your property and I wondered if I could help you sell it?

2. I am just about to carry out an appointment nearby and have seen your for sale board, How succesful has the marketing of your home been?

3. I see you are looking to move, I thought you would be interested in a copy of our property list/brochure/magazine.

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Managing Failed Valuations In our continued drive to increase market share, it is imperative that we close the gap between valuations attended and the number of properties listed. With this in mind we are implementing a new process for calling failed valuations.

13 days after a valuation has been created or 13 days after the event if a diary date for valuation has been scheduled, you will receive our email advising that the failed val call will be made in the next 24 hours. At this time you will be able to click on the link “here” to opt the property out of the call and continue to manage from the branch. (see email 1) If you leave this email untouched then the property will be called by your Nexus team. At this time it is imperative that all callback diary notes are up to date, along with the details of the valuation, suggested marketing price and any other relevant information you feel will aid us in closing down this listing opportunity for you.

Should you opt the property out from the call cycle, but after 13 days you have not set an IDBS diary event, you will again receive an email alert. (see email 2) If you require Nexus to call, again it’s imperative the property details are updated with the relevant notes.

After the previous 2 alerts, a new diary event has not been set, the record will automatically drop into Nexus without any further alerts being sent.

As soon as Nexus are able to close down these opportunities, they will book a listing opportunity into your diary via AMS. The notes field on the leb will be updated with the conversations we have had and why the property is now ready to list.

All failed valuations will remain in the call cycle/ Nexus call back diary until such time as the lead has no further value, ie having exchanged with another agent or are no longer looking to sell.

The Rules For Managing Failed Valuations • Every IDBS record coming to Nexus must have notes made by the branch to aid our call • If a record is with Nexus to call, the branch is no longer required to call this record • If a failed valuation comes into the branch, the branch must ensure they update the property record • If a failed valuation lists and not via Nexus creating the appointment, the branch must use the original IDBS record so this removes the property from our call cycle • Only 1 IDBS record must be created for each valuation. If Nexus book the original valuation, branches are not to create a subsequent record or use a previous record 17

The Final Branch Objective Obtain contact details of the owner of properties on the market with other agents where we haven’t had contact with them at branch level in the previous six months.

The information Nexus requires is: • Name • Address • Telephone numbers • Email • Agent • Property type • Time on market • Link from portal • Date first listed (or came to the market) • Does the property have a board?

• Notes of conversation when property was door knocked

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