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How SmartTargeting builds a targeted seller funnel

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Case Study: Maria Webb

CLIENT PROFILE

Maria Webb
Keller Williams
Port Huron, MI

RESULTS

  • Two in-territory listings, and three more likely to sell this spring
  • 30 inbound seller leads from five months of targeted direct mail marketing
  • A proven method for generating seller leads in a high-turnover community

ON THE HUNT FOR MOTIVATED HOME SELLERS

Formerly the owner of an independent LLC working on investment properties, Port Huron, Michigan agent Maria Webb transitioned to the traditional residential market in 2014. Just six months in, she decided to purchase SmartTargeting to get in front of a new segment of motivated homeowners. The platform helps agents land listings by identifying the homeowners most likely to sell and engaging this target audience via automated marketing and smart follow up.

"Many of my territory’s homes were built in 1950, and have only had one owner. The area is turning over rapidly, and I wanted a quick way to reach the homeowners who are ready to sell and move on."

WATCHING THE RESULTS ROLL IN

Once she chose a local territory and got her ranked seller predictions, Maria began sending automated direct mail pieces at least once per month. She also follows up with her seller targets by doorknocking, door dropping small packages and even sending market updates via FedEx.

SmartTargeting offers a clear “call to action” in each marketing piece, and in just five months, Maria has generated follow up calls and inbound digital leads from more than 30 homeowners in her area.

"SmartTargeting captures all the tedious lead tracking for me so I can just focus on following up with them right away."

TWO LISTINGS NOW, THREE MORE THIS SPRING

Since shifting to direct mail, Maria has landed two listings via SmartTargeting. In one case, her postcard reached the executor of estate for a contact who had just passed away. She has also spoken with three homeowners who plan to sell this upcoming spring.

"I landed a listing after my mailer ended up being forwarded to an executor of the estate. I never would have gotten that business without SmartTargeting.

"In five months, I’ve gotten more than 30 responses and additional calls from local homeowners who received my marketing.”"

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