2. Your
Customer
Service
Department
In
today's
fast
paced
market,
it
is
important
to
know
what
products
and
services
will
help
you
obtain
new
business
while
maintaining
and
preserving
pre-‐exis7ng
client
rela7onships.
The
Fidelity
Na7onal
Title
Customer
Service
Department
feels
confident
that
our
internal
com-‐
mitment
to
TEAMWORK
will
be
apparent
in
every
way
we
service
you.
Whether
it
is
informing
a
neighborhood
of
your
transac7on
successes
or
providing
property
informa7on
needed
to
close
a
deal...we
are
here
to
help
you
succeed.
Phone:
(503)
227-‐5478
Fax:
(503)
274-‐5472
Email:
csrequest@fnf.com
Online
Ordering
and
Product/Services
Informa7on
3. Your
Customer
Service
Department
• Trio’s
&
Property
Research
• Trio’s,
Duo’s
&
Quads:
Property
profile
informa7on,
maps
and
ves7ng
deeds.
Available
via
fax,
hardcopy
and/or
email
delivery.
• Ves7ng
Deed
• Comparable
Searches
(Comps):
Custom
comparable
searches
including
address
and
property
informa7on,
sales
data
and
averages.
• Pull your own trios http://fidelityportland.com/property-portal/
4. Your
Customer
Service
Department
• Standard or Fully Customerized Farm Reports: Fully customized
farm reports including property data, sales data, phone numbers
(where available), labels. Delivered in pdf or digital format. We can
help you import the data into your contact manager.
• Bulk Mailing Products, Certification, and Consultation: If you mail in
volume, we can bulk mail your addresses and deliver you the bar
coded labels and required Post Office documenta- tion. We can
even bulk mail your sphere of influence and past clients (200
minimum qualifying addresses).
5. Your
Customer
Service
Department
• We can actually manage your farm area for you. You tell us what
you want to farm, we set up your file and automatically deliver your
farm data and labels to you each month.
• A great tool for the busy Realtor!
• One-On-One Farm Consultation: Been waiting to start your farming
plan? We will share ideas to help get you started.
6. Your
Customer
Service
Department
• Property Profile Plus: Advanced
property report includes Cover
Page, Property Report, Aerial
Photo, School Report Cards,
Community Profile, Resource
Guide and Agent Customization.
7. Your
Customer
Service
Department
• Moving Guide: Moving guide
includes Cover Page, Moving
Checklist, Packing Tips,
Notification Checklist, Storage
Facilities, School Guide,
Resource Guide, Packing
Labels and much more.
• Available to your client’s at the
closing of escrow.
8. Your
Customer
Service
Department
• MSR: Market Stat Report includes
Property & Market Statistics,
Average Market Values & Price
Ranges, Neighborhood Statistics,
Property Details and Agent
Customization.
9. Smart
Marke=ng
• Today, we’d like to:
– Share some surprising statistics.
– Talk about Smart Marketing and how it can affect your business.
– Share some ideas that we can help you implement through our
Customer Service Department.
– Talk about ways to help you gain more referrals.
10. Smart
Marke=ng
• Statistics
– It takes 8 to 12 contacts per year before your direct mail program
begins to show stability and generate awareness.
– 66% of all real estate prospects are a result of a word-of-mouth a
referral.
– More than 70% of home buyers and sellers said they would use
their real estate professional again.
Source: NAR
11. Smart
Marke=ng
- Active home search (median):
Number of weeks searched: 12
Number of homes seen: 10
- First-Time vs. Repeat Buyers:
First-time Buyers: 39%
Median age of first-time buyers: 31
Median age of repeat buyers: 51
- Buyers who definitely would use same agent again: 84%
Source: NAR
12. Smart
Marke=ng
- Actions taken as result of Internet home search:
• Walked through a home viewed online: 62%
• Found agent used to search/buy home: 32%
• Drove by/viewed a home: 76%
Source: NAR
13. Smart
Marke=ng
Information sources used in home search:
•
•
•
•
•
•
Internet: 90%
Real estate agent: 87%
Yard sign: 53%
Open house: 45%
Newspaper ad: 27%
Home book or magazine: 18%
Source: NAR
14. Smart
Marke=ng
• Smart Marketing: Finding and implementing a new, innovative,
exciting, creative and/or original way to communicate your message
and capture new clients.
• Two Steps:
– Who do you want to reach?
• Buyers
• Sellers
• First Time Homebuyers
• Combination
– Find a creative way to reach this audience.
15. Smart
Marke=ng
• Before we start, can you answer “YES” to these questions:
– Are you in contact with your sphere of influence? The people
you know are your ticket to building a consistent referral based
business. Who do you know and who do they know?
– Do you ask for their personal referrals?
– Are you in contact several times per year using mixed mediums
(print, email, phone, letters)? Position yourself as their “Trusted
Real Estate Advisor”, even when they’re not in the market.
16. Smart
Marke=ng
• Idea #1: Marketing to Investors.
– We can target homeowners who own 6 or more properties in
a specific area
– Example: You have a great investment type property in
Portland. We can find out who owns other investment
properties in the area. We can provide you with a list of
names, addresses & phone numbers to reach these
potential buyers.
17. Smart
Marke=ng
• Idea #2: Marketing to Home Renters
– We can target individuals who are renting homes in a
specific area. We can then warm up the leads by
researching the homes value against the transfer date and
loan amounts.
– Example: You want to market home renters in Beaverton.
We can find renters who are, on average, paying higher
rents.
18. Smart
Marke=ng
• Idea #3: Marketing FSBO’s.
– We can provide you a list of people who are marketing their
property “For Sale By Owner”. Every week, Fidelity
purchases a list of FSBO’s. The list is new every week and
doesn’t repeat properties.
– Example: You can send a mailer and/or make a phone call
to FSBO’s to offer your services in the event they don’t sell
their home. Offer them risks of selling FSBO and benefits of
a professional agent. Or better yet, offer them in exchange
for a Free CMA, a list of all of the potential buyers who look
at their home. (We have an example of a great letter)
19. Smart
Marke=ng
• Idea #4: Marketing to Apartment Renters
– We have a database of the addresses of most large
apartment complexes in the tri-county area. This is a great
place to find first time buyers.
– Example: You can send a postcard or letter to apartment
renters of higher end complexes. It is beneficial to work
jointly with a lender who has a great no or low money down
program.
20. Smart
Marke=ng
• Idea #5: Default List
– A couple of times a month, we can provide you with a list of
properties in the tri-county area who have recorded defaults
against their property.
– Example: This program works well for lenders, however, you
could contact these homeowners and facilitate them in
finding a more affordable home.
21. Smart
Marke=ng
• Idea #6: Ethnic Names
– We can target specific last names. We have several lists of
names available, or you can come up with your own.
– Example: This idea works especially well for bilingual
agents. You can send a bilingual mail piece to clients that
would be well served by your business. You have the
opportunity to help clients who would might be intimidated
because of a language barrier.
22. Smart
Marke=ng
Idea #7: Tier Farm
– We can set you up with various geographic neighborhoods
in different price ranges. You can establish yourself in each
of these neighborhoods and have the opportunity to move
your clients up or down.
– Example: Mail 200 pieces monthly to homes in
neighborhoods with market values in the 100-250K range,
the 250-400K range, and the 400K+ range. Establish your
name in each area.
23. Smart
Marke=ng
Idea #8: Empty Nesters
– We can target people who have lived in their home for 10
years+ in certain price ranges. Families in transition are
more likely to live there.
– Example: Send a mail piece with the empty nester theme,
perhaps clipart or quotes. Let them know that you’re
available for their changing family needs.
24. Smart
Marke=ng
Idea #9: Sphere of Influence
– Make sure you keep in constant contact with your family,
friends and sphere of influence.
– Example: We can show you how to reach this vital group of
potential referral generators at significant savings via bulk
mail.
25. Smart
Marke=ng
Idea #10: Metroscan Manipulation
– We can use our Metroscan database to look at home values,
transfer dates, loan amounts, bedrooms etc.
– Example: Instead of just mailing geographically, target
homes based on their value (Min. or Max.), length of time in
home, square footage, Thomas Guide grid etc. to achieve
higher capture rate & warmer leads.
26. Smart
Marke=ng
• Idea #11: Marketing Smarter & Cheaper
– Bulk mail your sphere of influence or farm
– Farm Management program
– E-Marketing
27. Smart
Marke=ng
Idea #12: Internet Resources
– We have numerous Internet Resources and Websites that
can help you with your business.
• Fidelityportland.com
• Portlandmaps.com
• County Websites
28. Referrals
•
Ask for them.
– People really like to help those that do a good job for
them, and it makes them feel good about themselves
to be in the position to help out their friends & family.
– Make it easy for them. Tell them you would appreciate
it if they could spread the word about your wonderful
service.
29. Smart
Marke=ng
•
Create or join a local or national referral network.
– Make a deal with business owners you know. Create a
referral directory…urge them to do the same.
–
On the Internet, offer to exchange links. Locally, offer
to include mention of their business in your monthly
mailings in exchange for handing out your business
cards, flyers, or special reports to every customer.
30. Smart
Marke=ng
•
Create a referral rewards program.
– Make it known in your monthly newsletters, on your web
site, and on our brochures that when someone sends you
the name of a likely prospect who ends up doing business
with you, there’s something in it for them. Perhaps a
couple of lottery tickets, a dinner-for-two, or a special
plaque of recognition.
–
Create a name for your program.
31. Smart
Marke=ng
•
Use Testimonials Everywhere.
– People do business with those they like, know and trust.
They also do business with those who come recommended
to them as being worthy of their business.
–
Put together a booklet of written testimonials. Create an
audio tape of testimonials from happy buyers and another
from happy sellers. Get pictures and testimonials and post
them on your web site.
32. Smart
Marke=ng
Hand out more business cards.
– Take a close look at your business cards. Do they offer a
compelling reason to contact you? They should.
–
Hand out at least TWO business cards to everyone you
meet. If someone just told you how great a job you’ve
done, hand them five! Ask them to pass them to their
friends.
33. Smart
Marke=ng
Some
Final
Thoughts
•
Don’t be afraid to mix it up. These ideas are measurable.
Make sure you track response and capture rates.
•
Make sure your business is diversified (recession-proof),
several mediums to deliver your message, different price
ranges, different areas.
•
Remember, your clients are both left and right brained. Target
accordingly.
•
Consistency is Key!
