This is a continuing series - if you want to start at the beginning it's posted at - http://activerain.com/blogsview/437365/Getting-15-Closed-Transactions
The Private Client Group campaign employs a four pronged strategy to ensure adequate interaction for optimal ROI and highest yields. We also divide our SOI into four groups to maximize our effectiveness. While we are not discriminating against those who live outside our service are, we also recognize that we are responsible to use our hard earned marketing dollars in the best way possible. Out of the four groups we will establish four separate mini-campaigns based on the following four pronged approach.
Live Interaction - No one can discount the importance of personal contact. You Private Client Group is your "Book of Business" and it is essential that we create time in our calendar to spend belly to belly. We want to guarantee that we see these people several times a year through live events, lunches, or drop-bys.
Phone - Not everyone likes the phone, but it is an essential piece of the Private Client Group puzzle. In the businesses we've studied over the years those that use the phone calls increased their return 70% over those that didn't. Each piece of this campaign is designed to either demonstrate our competence or our character. We will be using the phone for the latter.
Mail - Having a monthly piece that goes to your SOI is the safety net to make sure you never have a past client, friend or relative call you to tell you the exciting news - that they just made an offer on their dream home and you are not the one who wrote it. You can get a marginal return if this is all you do. It is important and a valuable tool as a generic competence piece. It's the one time you get to flaunt your abilities and real estate prowess without it being offensive to those who are closest to you.
Email/Txt - We want to establish a systematic, irregular email that goes out that is always welcome, relevant and timely for the recipient.
Tomorrow we'll get into the specific tactics...
Carpe diem,
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