Question

Topic: Strategy

Have List 2 Die 4...now What?!?

Posted by Anonymous on 1/30/2005 at 5:08 PM ET 500 Points
THE GOAL:

Short term: Generate Leads
Long term: Convert those leads from our competition.

THE PRODUCT: Virtual Tours, photography and related marketing tools that help real estate agents sell homes.

THE LIST: 1000 local real estate agents who are already using virtual tours. Address, phone number, name of competitor their already using, etc.

THE USP: Our photography is a better due to the lens and process we use. Images show property better because their wider angle, sharper, etc. We offer ancillary products all designed to promote the agent's brand, not just the listing.

TARGET MARKET: WEB-savvy agents in our metro area who are ALREADY using virtual tours. Agents who are willing to pay a bit more for quality and for whom marketing services for their listing is more than just a commodity. Especially agents who already have a web-presence.

THE HOOK: Your already paying for this product. Why not get something free that promotes your business on the web while you sleep...just for using our service?


THE OFFER: Need Your help here. Ideas:

#1
I'm prepared to GIVE AWAY a broadcast-quality video commercial that we produce FREE to any new customer once they've placed 10 orders. That's about 4 months worth of orders for even a busy agent.
Or they can place 5 orders and pay 1/2 the cost in cash. Total cost to purchase the video would be $699.00
They could partner with other agents in their office if they have a small agency and we could produce a video that promotes the entire agency.
(These videos will be like mini-promotions for our business, and we already have a low cost arrangement made with the producer. He does the camera work, editing and everyting. He's happy to have this business.)


#2
I'd be willing to hold a contest of some kind and give one of these videos away with NO PURCHASE NECESSARY as a way to warm up these prospects. Send out a post card or letter inviting them to call an 800# and leave their name and phone number to enter. Will that work with B2B clients? We could call the losers and say sorry, but you can still get a video for free just by switching to our service for the virtual tours you're already paying for.

Please see a sample of the video at our website. Click on the Windows Media Player screen shot. (see profile for url)

THE HEADLINE:

Free Video Broadcast Promotes your agency!

Free Web Video Promotes your Business 24/7 While You Sleep.

"Video can be a very powerful way to engage your site visitors and help turn them into serious prospects."
- Mr. Internet, Realty Times 2004


---------------------------

Please advise on the media to use (Postcard, personal letter, personal letter with color flyer enclosed?)

Should telephone call be part of this campaign? If so, before or after first mailing?

I have this great list and want to make the most of it!

Thanks in advance for your help!

PS -Some of the top agents in the area already use our service. I have access to testimonials if needed.



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RESPONSES

  • Posted by telemoxie on 1/30/2005 at 6:26 PM Member
    If it were me, I'd consider placing a very short phone call to each agent offering to send a one page FAX, then I would FAX the info, then I would stamp it "FAXED" and put the FAX in an envelope marked in red: "original documents enclosed" and mail it with a flyer.
  • Posted by Pepper Blue on 1/31/2005 at 12:27 AM Member
    Hi Tim,

    You mention "Our photography is a better due to the lens and process we use. Images show property better because their wider angle, sharper, etc. We offer ancillary products all designed to promote the agent's brand, not just the listing. "

    What are these ancillary products? What exactly are all your strengths, what are the competitions weaknesses, what are the opportunities and threats?

    You might want to dig deeper into where the pains of the real estate agents are. It might be more than just the photography, in fact, they might be perfectly happy with their current photography but might actually have some other reasons to change.

    What I'm saying is don't assume that what you believe are your strengths are really the problems you are solving for them. You may have already done this, but if not make sure you do a thorough situational analysis, you might uncover even more firepower than you think you have, you might have be able to unleash a synergistic combo that places your USP in a whole new light.

    I hope that helps.
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