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.
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