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Case Study: Brett Ellis

RESULTS

  • Five total listings via SmartTargeting
  • An ongoing method for starting new conversations with potential home sellers

BACKGROUND

Brett Ellis is an incredibly active agent who joined the industry in 1988. Together with his mom, Sande, nine licensed agents and three full-time assistants, the Ellis Team closes over 400 properties each year. As a real estate techie, Brett liked that SmartTargeting had a variety of online implementations to draw in seller prospects.

IMPLEMENTATION

Brett believes in the "Give some to get some" marketing approach. He likes to provide homeowners with value so they are willing to respond and engage in a conversation. With features like the Smart Home Price URL and Facebook Price It Right app, SmartTargeting makes it easy to engage homeowners while getting their contact info for follow-up.

For Brett, SmartTargeting starts the dialogue with a homeowner. It provides them a reason to get engaged, and helps him establish relationships based on deep insights. SmartTargeting has been so successful in helping him establish conversations that he dropped a lead generation tool he had been using in the past.

With the many system enhancements to the platform Brett has seen since joining in January 2013, he feels that "SmartZip is poised to compete with the big boys." One enhancement he loves is the ability to deploy a custom Smart Home Price URL to advertise outside of his territory to any of the 95 million properties that SmartZip has analyzed. To draw respondents to his custom Smart Home Price URL, Brett has advertised twice via local newspapers. Both times, Brett received around 200 responses in one weekend.

“SmartZip is poised to compete with the big boys."

When the respondents came from his SmartTargeting territory, Brett prepares a package with a personalized letter, information on the Ellis Team and its unique approach, and a local market report. If a homeowner sees him dropping off the package, he personalizes the touch by telling the homeowner that he was already in the neighborhood and decided to hand-deliver it. Then, he places respondents who gave email addresses on an email drip campaign.

To follow up with out-of-territory respondents, Brett refers homeowners to the useful articles and market updates on his blog. He also promotes a series of YouTube videos showing his unique and innovative approach to real estate. These outside-the-box strategies and market reports are how Brett differentiates himself and his team from competing agents in the territory.


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