6 PROVEN ways to land more listings (sourced from Active Rain users)

Real Estate Technology with SmartZip

Yesterday, SmartZip sponsored a crowd-sourced Active Rain webinar discussing new listing generation strategies. Agents on Active Rain answered the following question:


“Share something you’re doing in your business that’s leading you to new listings”


And together with Active Rain, we gathered and shared six impressive, proven strategies that are helping agents to drive in new listings. Below is a short recap and a link to the original submission.


1. Leverage home valuation sites

Many agents, including Active Rain owner Ben Kinney, use valuation sites to generate seller leads. The webinar showed that about 50% of agents use these “AVM” squeeze pages to offer a home price in exchange for an email address and home address.


The key to leveraging these sites is to divide your audience into smaller segments (Just Listed neighborhood, sphere, etc.) and then tweak the language slightly so it resonates with each target audience. Here’s how Ben Kinney’s team does it.


2. Build content that doubles as a “lead magnet”

Flooring expert Debbie Gartner noticed that a blog post she’d written -- “10 Flooring Mistakes Home Owners Make” -- was getting a ton of traffic. Rather than keeping it as an open-read blog post, she turned it into a “lead magnet” ebook. In exchange for the free ebook, interested readers simply entered their email address.

The result? Debbie grew her database with people she knew were interested in flooring, and she can retarget these names and email addresses with future offers. Here’s an overview of how Debbie created and boosted her lead magnet. Debbie even goes a step further to explain how agents can repurpose past content to drive in new seller leads.


3. Mine public records information

When she’s running low on leads, agent Susan Laxson doesn’t wait around for the next round to come in. Instead, she heads “to court” and begins reviewing public records information. Her goal is to identify the people who need to sell their homes.


As Susan mentions, these conversations can be tricky to navigate. In some cases, you’ll be reaching out to homeowners who are delinquent on payments or those who owe more than their home is worth. In other cases, you may be in contact with a family member after the homeowner has died. The benefit to becoming active in this space is that once you perform a few of these sales with respect and decorum, you may benefit from future business from probate attorneys, tax attorneys, and other related parties.


4. Build a new kind of farm

While traditional farming relies on a geo-targeted area, agent Evelyn Kennedy has been trying to farm a specific demographic that is common in her area. Alameda, California, is an aging community just outside the bustling tech hub of San Francisco. Evelyn has been sending targeted postcards to a retirement-age list she received from her preferred title company.


She also created a senior-focused Facebook group where she shares tips on retirement, aging, and wellness. For more information on this generational farming, check out Evelyn’s post.


5. A savvier, softer Just Listed campaign

Next, Debbie Reynolds shared a modified, two-step “Just Listed // Just Sold” campaign. When Debbie lists a home, her first step is to send a basic “Just Listed” notice to the neighborhood. The message comes from Debbie, and shares that she’ll be selling their neighbor’s (let’s call him Jim) house. It reminds the targets that they can reach out if interested.


Once the home is sold, Debbie riffs off a traditional “Just Sold” campaign by asking Jim to write a short note to his neighbors. In 1-2 paragraphs, Jim explains how Debbie sold the home in record time or for a record price. To play up the organic nature of the letter, Debbie ensures that the letter has no design and she keeps Jim’s exact language intact. Because the letter acts as a referral, many homeowners keep it on hand and call Debbie once they are preparing to sell.


Read how Debbie creates her own word-of-mouth referrals here.


6.  Share your success in context

Have you ever sent a postcard advertising your sales volume, or the number of units you sold over the last year? To you, this information may seem intuitive but most homeowners don’t know the average production numbers for agents or the average home sales price in their neighborhood.


The key to selling your success, says agent Chris Ann Cleland, is to present it in context. Dig through your recent sales and find something interesting to share. Rather than saying you sold a home for $405,000, say that it was the highest sales price EVER in that neighborhood. Instead of saying you got 10% over asking price, say that you created a bidding war with 8 tenacious buyers fighting over the property.


In short, says Chris, create a story instead of a data set. Here are her ideas for advertising your success in context.


What do YOU do to land more listings?

Whether it’s creating a new farm, leveraging targeted ads or knocking on strategic doors, we’d love to know how you’re identifying and winning over home sellers. Share your best ideas in the comments!


Watch a full recording of the Crowdsourced Active Rain webinar here.  





Re-Blogged 8 times:

Re-Blogged By Re-Blogged At
  1. Carol Williams 08/07/2016 11:00 PM
  2. Tony and Suzanne Marriott, Associate Brokers 06/22/2016 10:18 PM
  3. Bob Crane 06/24/2016 12:00 AM
  4. Olga Simoncelli 07/01/2016 10:41 AM
  5. Debbie Gartner 07/08/2016 09:30 PM
  6. Praful Thakkar 07/14/2016 06:00 PM
  7. Winston Heverly 08/01/2016 01:42 PM
  8. Donna Foerster 08/09/2016 12:55 PM
Real Estate Best Practices
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Dana Basiliere
Rossi & Riina Real Estate - Williston, VT
Making deals "Happen"

Like Mary Hutchison says... the just listed/sold cards are useful advert. Other than that I would sau SOI is important.

Jun 24, 2016 11:23 PM #27
Pat Starnes, Brandon, MS
Front Gate Real Estate - Brandon, MS
Front Gate Realty ~ 601-991-2900 Office

I enjoyed the webinar. Thanks for recapping the content. It makes my scribbled notes obsolete. 

Jun 29, 2016 11:02 PM #28
Olga Simoncelli
Veritas Prime, LLC dba Veritas Prime Real Estate - New Fairfield, CT
CONSULTANT, Real Estate Services & Risk Management

Great info, thanks for sharing. I liked all ideas except the court records: sounded a bit intrusive.

Jul 01, 2016 08:22 AM #29
Sam Shueh
(408) 425-1601 - San Jose, CA
mba, cdpe, reopro, pe

Create a new type of farm, join a network, go to a meetup to learn from others.

Sam Shueh

Jul 08, 2016 08:34 AM #30
Brigita McKelvie, Associate Broker
Cindy Stys Equestrian and Country Properties, Ltd. - Lehigh Valley, PA
The Broker with horse sense and no horsing around

Some great tips here!  Bookmarked.


Aug 05, 2016 11:37 PM #31
Donna Foerster
HomeSmart Realty Group - Parker, CO
Metro Denver Real Estate Agent

I'm so thankful Carol Williams reblogged this post. Lot's of great ideas!

Aug 09, 2016 12:48 PM #32
Mark Don McInnes, Sandpoint
Sandpoint, ID
North Idaho Real Estate - 208-255.6227

A gold mine of information here for Active Rain members.  I have book marked. This is like trying to drink water from a fire hose.  Mark

Aug 22, 2016 09:35 AM #33
Praful Thakkar
LAER Realty Partners - Andover, MA
Andover, MA: Andover Luxury Homes For Sale

Some home valuation sites do help us - to price the home at market value SmartZip Analytics ...

Aug 22, 2016 02:48 PM #34
Debe Maxwell, CRS
www.AtHomesCharlotte.com | The Maxwell House Group | RE/MAX Executive | (704) 491-3310 - Charlotte, NC
Charlotte Homes for Sale - Charlotte Neighborhoods

Another great list of ideas that have been tried and proven!  Thanks for sharing - bookmarked!

Oct 01, 2016 02:26 PM #35
Richard Iarossi
Coldwell Banker Residential Brokerage - Crofton, MD
Crofton MD Real Estate, Annapolis MD Real Estate

There are a lot of ways to generate leads, and these are some of the best. I love it  when there are also low, or no cost, options.

Oct 30, 2016 10:25 PM #36
Andrew Mooers | 207.532.6573
Northern Maine Real Estate-Aroostook County Broker

Save people time and money and deliver it sweet and complete. Yeah, that works if you are creative and plan your work, work your plan.

Oct 30, 2016 11:44 PM #37
Jerry Murphy, CRS, SRES
Long Realty West Valley - Anthem, AZ
Anthem, Phoenix, and Scottsdale AZ Real Estate

A lot of great ideas here.  I'm definitely going to implement a few of them. Thank you and best wishes.

Oct 31, 2016 02:26 AM #38
Denise Hamlin, Broker/Owner
Cardinal Realty ~ 319-400-0268 - Iowa City, IA
Helping Happy Clients Make Smart Choices

Some great ideas in this post from fellow Rainers. It's amazing just how much quality content there is on AR. I hope lots of new members see this and take note just how much they can learn here.

Oct 31, 2016 04:22 AM #39
Thomas McGiveron
Long Island Real Estate Market: Douglas Elliman - Medford, NY

So much to learn, so little time. 

Oct 31, 2016 11:14 AM #40
Joan Whitebook
BHG The Masiello Group - Nashua, NH
Consumer Focused Real Estate Services

Thanks for sharing these tips and insights.  It is helpful to know what is working for those in the AR community.

Oct 31, 2016 02:16 PM #41
James (Jim) Lawson, DBA
DomainRealty.com LLC - Bonita Springs, FL
Broker Associate, RSPS, BPOR, HI & PE

Well worth reading with lots of unique approaches explained.

Oct 31, 2016 03:20 PM #42
Michael J. Perry
KW Elite - Lancaster, PA
Lancaster, PA Relo Specialist

There's definately more listings in these 6 tips ! Thanks for putting this together !

Nov 04, 2016 08:42 AM #43
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

The e-book idea is an amazing idea that I would've never thought of on my own, I don't think so at least. Great stuff!

Nov 04, 2016 04:26 PM #44
Corinne Guest
Barrington Realty Company - Barrington, IL
The Choice of Professionals for Luxury Home Buying

For many market reports bring a lot of leads. 

Nov 11, 2016 12:58 AM #45
Praful Thakkar
LAER Realty Partners - Andover, MA
Andover, MA: Andover Luxury Homes For Sale

SmartZip Analytics - time for me to review this webinar again.... Thanks for sharing.

Nov 11, 2016 02:48 PM #46
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