In a world of trying to always figure out and wanting to get the biggest bang for your marketing bucks, while at the same time showing your sellers and other potential clients that you know what you are doing and are the right one to get the job done, we go through all kinds of different techniques, systems, and processes. The truth is that there is not a one size fits all and nor silver bullet. What there is though is a strategy that will help you consistently create predictable results.

This case study is for one of our consulting clients. We provide a full service support structure to help our clients do what they do best, that’s going out, meeting and greeting, putting homes under contract and getting them sold.

So what did we do? First let’s talk about $152.00. Why do I want to start there? Well it’s simple. In order to decide if something is a good deal that can work for your business, you have to know your business from start to finish.

Even though this number is good for our client, it may not be good for you. With that being said, I don’t see anywhere in the US where $152.00 for a marketing budget to get an offer on a listing wouldn’t be an acceptable number, but hey, I could be wrong.

So, first step is figure out your number. What is the amount of money you are setting aside for every listing to get it sold/under contract?

Do you have a number? If not, you need to figure one out.

The reason is that you want to know what is the acceptable cost for acquisition, a new deal or customer for your business. This way you know if I spend x, then that will bring me a deal and my profits on that deal after spending x, is something I can live with and scale.

Ok, the next thing to know is that even though the property was only on the MLS live for 3 days, we had started marketing the property way before then. We launched our register for pics campaign 20 days before, then switched it to our coming soon campaign and then, new on the market campaign. What this did is start to get the property in front of the right people and also give us data that we could use to refine our ad spend.

We don’t make any changes until at least spending $30-$40, then we review and tweak as needed. This property gave us initial data that the ads were getting the clicks but the copy wasn’t getting us enough registrations. So we changed the copy, literally just a few words, and the conversions climbed. We also actually got someone to opt-in twice and schedule their personal private tour. They didn’t end up showing up but just knowing they had that much determination makes them a great prospect to keep marketing to.

Once we figured we had better conversions and enough data, we asked FaceBook to create us a "look alike" audience to the one we were running paid ads to. Then we ran the same ad to that audience. We then went further and pulled contacts from a lead generation site that our client was previously running PPC campaigns to and uploaded them as a custom audience and started the exact same ad to them.

We also had a list of emails from a previous marketing campaign for a prior listing that we emailed out to a series of emails. Our email series was three emails with an open rate of 33% email 1, 19% email 2, and 23% email 3. We had an unsubscribe rate of 3% for the entire three email sequence.

The first day that the property went live, which was a Friday, we created a FaceBook event for the open house and spent $20 of the $152.00 on boosting that till the time of the scheduled open house.

We then created an email that was sent out to all the leads that registered as well as the previous leads from the prior listing along with the leads that had been looking in that area according to the site that had the PPC campaign running to it.

We were happy to say that there was an initial open rate of 33% and that climbed to 36% by the evening of the open house (which was the Sunday following the Friday it went live on the MLS). We also exported numbers for the surrounding homes and did a text message blast inviting neighbors to the open house. The agent only put up four signs being that the property was just a few turns off a main road.

Now, even though the agent wasn’t able to procure a buyer themselves, they did get 50 people into the open house and 3 offers from that open house.

This wasn’t a mega open house and there wasn’t a hundred signs out. This was just marketing with a purpose.

The biggest lessons I would say or the take aways is that marketing prior to going live on the MLS creates a buzz that helps you get properties sold in record times.

Currently the average days on market for the price point is 40. The price point was 400k, so not the least expensive home but not the most expensive either. It is also note worthy that the home was not listed under market, and was more on the higher end of the price point for similar homes.

This agent isn’t some social media rockstar and is just now building up their presence online.

Data is everything in today's business world and understanding how to make changes, collect, and leverage will allow you to scale at a high level. This isn’t sexy and easy but affective.

If you’d like to know how we could help you, regardless the price point and regardless the industry just click here and let us know when would be a good time to chat.

Remember, systems and methods combined with a Strategic Blueprint leads to predictable and above average results.