A Story of One Agent, One Builder, The Alaska State Fair, and 3272 Leads in 12 Day

By
Real Estate Technology with ActiveRain

At some point in your real estate career, you'll come to the realization that your database is really important. I hope you've already come to that point and you are looking for ways each day to add new people to that database.

I'd like to share with you a story of one agent (or a small team really), their partnership with a local builder, and how they leveraged that partnership to generate 3272 (cell phone number) leads over the 12 days of the Alaska State Fair.

Two weeks ago, we got a call from Melanie Seiler, an agent with the Keller Williams Alaska Group. Melanie is on a team with Vanessa Noble. Their team had recently connected with a local builder in Alaska that builds a rather niche product (my best understanding is that this builder builds 4plexes, on a single acre, where the homes are actually single family residences, but the banks will do one loan to cover the whole project. Essentially a variation of a multi-family 4-plex.....but this isn't really important the story). After connecting one of their clients with this builder, the conversation turned to the upcoming Alaska State Fair, and the fact that the builder had a booth, where they would be giving away a free "Tiny House".

Eventually, it was proposed and decided that Vanessa's real estate team would market and manage the giveaway. Which is where we come in.

Back when Ben Kinney bought ActiveRain from Zillow, we also acquired a Text-to-Lead product called KWKLY. Mostly, KWKLY is a text service that integrates with the MLS, and allows consumers to make inquiries on your listings via text, where they get the property info, and you get their cell phone number.

But KWKLY also has, what we call, a 'quick keyword' feature. I've written about one use of it here. Melanie, looking for something to use to easily allow people to enter the drawing for the free tiny house, gave us a ring to see if KWKLY could help. 

So we set up the keyword: alaska (for their team.)

Now, if someone were to text the word Alaska to 59559 (don't do this, lest you become a lead in their database) they would get a response crafted by the team, with a link to where someone can go to fully enter the contest (it required them to leave their name, phone, email and home address, and also had a check box asking 'are you interested in buying or selling a home in the next year'). 

During the 12 days of the Alaska State Fair, they used a sign in front of the builders booth. The sign said 'Text Alaska to 59559 for a chance to win a Free Tiny House". And I'm sure the builders booth was set up to market these Tiny Houses. 

3272 people texted. They walked away with 3272 cell phone numbers to add to their database. Of those, 2222 went on and filled out the entire form with name, email, phone and address. 

And of those 2222, just over 500 people checked the box that said they were interested in buying or selling some time in the next year

Last week, they picked the winner. Now, we are going to help them send a text to those 3272 people who entered driving them to a landing page where they can see the winner, (we didn't actually do this for them, they found some other way to communicate the winner to everyone) and also get invited to free home buyer seminars that the team provides. And they also have 2222 market reports to send out, 3272 calls to make, and 2222 emails to send. Which Melanie admitted......could take a while since they are a small team.

Because they use Boomtown (full disclosure, they are an ActiveRain sponsor, and also the database that Ben's team uses for their buyer leads, and I only know this because I asked as I dug deeper to try to figure out how they are going to track what kind of sales they eventually get from this promotion) they are going to be able to easily track these 3272 leads (of which 2222 are full blown, name, email, phone, address leads) to see what happens with them in the next month, 3 months, 6 months and beyond. 

You can listen to me interview them about this whole process, if you are interested. They are our most recent guest on the ActiveRain podcast. Granted, this isn't the traditional format for the podcast. Instead, we focus exclusively on what they did with this giveaway and how they had such amazing success with it.

Posted by

Bob Stewart
ActiveRain
408-638-1834

 

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Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Evelyn Johnston 10/06/2016 11:08 AM
Topic:
Real Estate Sales and Marketing

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Rainmaker
985,913
Will Nesbitt
Nesbitt Realty at Condo Alexandria - Alexandria, VA
Nesbitt Realty is a family-run brokerage.

Real Estate Technology with ActiveRain, 408-638-1834 Bob Stewart.

Sep 12, 2016 11:58 PM #29
Rainer
255,732
Cindy Keil
Cindy Keil Coaching - Omaha, NE
CEO Cindy Keil Coaching

What a great idea! Thanks for sharing

Sep 13, 2016 12:06 AM #30
Rainmaker
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Brittany Kinsland
MVP Realty - Naples, FL
In the top 10% of REALTORS® in Southwest Florida!

Oh wow! This sounds overwhelming to me! I am still new and dont have the budget to get programs like boomtown or any of the autodialers etc but they are on my list of things to invest in as soon as I get my first sale! This story sounds like an instant overnight success story. How awesome! I cant wait to listen to the podcast. Thanks for sharing.

Sep 13, 2016 12:17 AM #31
Rainer
205,419
Robert Hicks
United Country River City Realty - Savannah, TN

WE must always be thinking outside the box.. I have trouble with that sometime..

Sep 13, 2016 12:20 AM #32
Rainmaker
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Lyn Sims
RE/MAX Suburban - Schaumburg, IL
Schaumburg IL Real Estate

They were lucky that you could help & come up with this fabulous solution to lead generate. Awesome results as everyone is into the Tiny House craze now.

Sep 13, 2016 01:20 AM #33
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Paul McFadden
Paratex - Seattle, WA
Pest Control, Seattle, WA.

Wow! Thanks Bob. Nice to hear that success story!

Sep 13, 2016 08:05 AM #34
Rainmaker
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Lisa Von Domek
Lisa Von Domek Team - Dallas, TX
....Experience Isn't Expensive.... It's Priceless!

I am with most of the comments here, it will be interesting to hear the results!

Sep 13, 2016 12:51 PM #35
Rainmaker
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Gene Mundt, IL/WI Mortgage Originator - FHA/VA/Conv/Jumbo/Portfolio/Refi
NMLS #216987, IL Lic. 031.0006220, WI Licensed. APMC NMLS #175656 - New Lenox, IL
708.921.6331 - 40+ yrs experience

What a fantastic story and outcome between all parties involved, Bob Stewart ... you prove just one more way you, AR, and AR membership is a huge advantage to each of us.  All those brains .. brainstorming on each of our behalf!

Gene

Sep 14, 2016 06:35 AM #36
Rainmaker
863,526
Les & Sarah Oswald
Realty One Group - Eastvale, CA
Broker, Realtor and Investor

Great number. Interesting to hear how they intend to keep up with all the leads. For it truly isn't a lead unless there are follow up and repeat communications.

Sep 14, 2016 11:11 PM #37
Rainmaker
985,913
Will Nesbitt
Nesbitt Realty at Condo Alexandria - Alexandria, VA
Nesbitt Realty is a family-run brokerage.

Real Estate Technology with ActiveRain can be spoken to at the dial, 408-638-1834, Bob Stewart, on Active Rain.

Sep 15, 2016 03:55 AM #38
Rainmaker
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Susan Laxson CRS
HomeSmart Professionals - La Quinta, CA
Local Knowledge & Global Network

Technology and creativity combined can make a powerful statement! Good to see how it can work and how successful it turns out!

Sep 15, 2016 04:12 AM #39
Rainmaker
46,433
Jody Wall
BANCROFT REALTY LLC - Grand Prairie, TX
jodywallrealtor.com

I am really new and starting my database.  I see it as my most important activity.  I hope to build a target clientele of investors who want to buy and sell multiple times over the years.

Sep 17, 2016 06:38 AM #40
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Debbie Reynolds
Platinum Properties - Clarksville, TN
Your Dedicated Clarksville TN Real Estate Agent

I like the creativity of this and it has got me to thinking that I could use this too. I need to go make some notes and get started.

Sep 19, 2016 12:39 PM #41
Rainmaker
208,820
Randy Charlton
Realty Masters & Associates - Rancho Cucamonga, CA
Successfully Matching Buyers & Sellers

Out of the box thinking at it's finest.  No matter how long you have been in the business there is always new ways of lead generation to try.  Great success story!

Sep 22, 2016 06:46 AM #42
Rainmaker
30,370
Kelan Robert Stewart
ActiveRain (Intern) - Seattle, WA
Following in the Footsteps of My Father

Testing

Jan 05, 2017 01:38 PM #43
Rainmaker
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Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

Here's the story of a lovely agent who is bringing up a lovely builder too... :)

Jan 15, 2017 11:28 PM #44
Rainmaker
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Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

Kelan Robert Stewart your test was successful, I think. You're coming in loud and clear! Here's hoping for even more success for you!

Jan 15, 2017 11:30 PM #45
Rainmaker
393,650
John Wiley
Right Move Real Estate Group- EXP Realty - Fort Myers, FL
Lee County, FL, ECO Broker, GRI, SRES,GREEN,PSA

What a great idea. I love creative minds.

Feb 01, 2017 07:00 PM #46
Rainer
258,679
Mick Michaud
Distinctly Texas Lifestyle Properties, LLC Office:682/498-3107 - Granbury, TX
Your Texas Lifestyle is Here!

Great story.   I used to do this kind of lead generation when I was in custom home construction.  I worked Home and garden shows, county fairs and the Alternative Energy Expo. I didn't use text to capture leads, but I did outperform my direct competition in lead capture by a factor of 10x or more. 

Apr 04, 2017 05:01 AM #47
Rainer
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Luther Ragsdale
Platinum Real Estate - Atlanta, GA
Luther Ragsdale is a dedicated real estate coach

Thanks for sharing this success story! 

Mar 19, 2018 02:07 AM #48
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