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As REALTORS, we use computers. From time-to-time,
there are hints and suggestions which make our lives with
computers easier. The following are a series of items
which you might find useful. While many may not be
applicable to your situation, others may be useful.
Browse through the suggestions and make your own decisions.
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Market Builder
Using Market
Builder to enhance your business
Should it have missed your notice, a new service
called Market Builder was released at the end of
September 2007. It's simple. This service
currently provides three eleven inch wide
oversized postcards to 400 potential residential
homeowner clients, either around an address or
by specific streets within a zip code. You
choose 420 addresses (excluding current clients)
and TOP PRODUCER Systems, Inc. sends out 400
mail pieces. Generally, each Monday forty
prospects will receive your customized card.
This goes on until all 400 have been contacted
once, then it repeats itself twice again with a
different card. As you only have forty new
cards each week, you have time to make contact
with all respondents. Once a potential client
requests data through the Market Snapshot
system, your next mailing replaces that address
with one of the twenty extras your initially
identified.
Upon receipt of your card, your potential client
goes to
www.betterhomeprice.com and types a unique
code found on your card. They are enrolled in
Market Snapshot, they see your specific contact
data, and you get a lead within your Lead
Manager. The lead gets your customized e-mail
telling them that a Market Snapshot is being
made specifically for them with
up-to-the-minute-accurate market data, followed
up by a second customized e-mail with the link
to their Market Snapshot.
It comes with it's own management tools, so that
you can see who is still in your farm, who has
responded, when the next mailings take place,
etc.
This new service relieves you of the burden of
printing, stamping, and managing the marketing.
It's all done for you. They print and post to
your selected farm, and you reap the benefits.
If you already use Market Snapshot, this is a
great extension to that service.
TOP PRODUCER's Market Builder has been upgraded,
with "Flexi Farms".
As
a reminder,
Top
Producer Market Builder is a powerful marketing
solution that combines high impact direct mail with
an effective, automated system for capturing and
following up with prospects. This extremely
successful program has gotten better. Flexi Farms
will enhance the current method of defining a farm;
by address/radius search and / or by individual
streets.
 | Flexi-Farm will support the definition of
farms with up to 10 different zip codes - if
desired! This allows you to select isolated
pockets where you want to market within the zip
code boundaries of your MLS, or, you can
continue to market to the farm in progress and
add more addresses within that neighborhood or
both! |
| You can now
purchase any farm size starting with 400
addresses (at a minimum -as is now) and upsize
in increments of 100 addresses. |
| Current farms (400 addresses) can be
exchanged to larger farms in increments of 100
addresses with the following limitations:
 | The yearly subscription is reset, the
current farm
will have to recreated and started over. |
| You get a sample card each time a
new mailing occurs, the address the
card is sent to is the address set up in the
Realtor's control panel. Even if existing
subscribers do not want to increase or add
to their farm, sample cards on the next
scheduled mailing will get a post card
mailed to the address in their Market
Builder Control Panel. You, just like your
potential client, will get 3 cards during
the campaign. |
| Currently, TOP
PRODUCER allows a 5% ( 20 extra addresses
for 400) to "top up" (one time) the base
number of addresses. This is now increased
to 10%. Better stated, currently TOP
PRODUCER populates 420 addresses for a farm
of 400. This allows you to "top up" your
farm to 400 after the first 20 residents
request a Snapshot. In the upgraded
release, this "top up" percentage has been
increased from 5% to 10% of the farm size.
E.g. a Farm of 1200 gets 120 "one time" "top
up" or float of addresses. |
| Each time a Market Snapshot is
requested, the potential client drops off
the farming list while being added to the
Market Snapshot service, and one of the "top
up" names and addresses is added in as a
replacement. This insures that your
marketing continues to go out to fresh
potential clients. |
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Determining Your
Market
Builder Exclusions
Once you see the benefits
of
Market
Snapshot, you'll
probably be more interested in
Market
Builder, the new
community mailing program from TOP PRODUCER
Systems. You define a farm (minimum 400
addresses, increments of 100 additional),
choose an oversize postcard set from the
seven available (3 cards from a set over a
one year period), and exclude certain
addresses from your list, and cards which
link back into your
Market
Snapshot and TOP
PRODUCER Lead Manager hit the United States
Postal Service as First Class mail
(remember....free forwarding).
Wait a minute! Why
exclude certain addresses? Well, don't you
want to exclude commercial addresses found
within a farm? While you may select by
either street or zip, you probably don't
want to send cards to commercial
establishments. Additionally, if you
already have clients within the farm area
receiving your Market Snapshot, you would be
duplicating your marketing, effectively
asking them if they would like to
resubscribe. And, some REALTORS may not
want to send to either current or past
clients who are already within their
database and receiving other marketing
materials. Excluding each of these three
would permit you to broaden your reach with
the same number of
Market
Builder address
subscriptions as only potential new
residential clients would be mailed.
If you haven't considered
Market
Builder and
Market
Snapshot, you
should seriously consider their benefits.
If you have questions, give me a call.
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