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How SmartTargeting builds a targeted seller funnel

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Case Study: Mike Isaacs

CLIENT PROFILE

Mike Isaacs
First Choice Loan Services
Columbus, OH

RESULTS

  • Proven partnerships with 8 agents who co-brand SmartTargeting marketing materials
  • 3x ROI on the SmartTargeting program

PARTNERING WITH TOP LOCAL AGENTS

With nearly 20 years in the industry, veteran lender Mike Isaacs has partnered with agents on a variety of buyer-side platforms. About a year ago, Mike started to look at seller solutions, and became interested in SmartTargeting, a smart farming solution that helps agents identify and market to the homeowners most likely to sell.

"My goal is for agents to refer deals because they value our relationship, and I try to vary my value proposition from my competitors. SmartTargeting allows me to purchase and control local territories and find the best listing agents to partner with."

HOW SMARTTARGETING WORKS FOR LENDERS

Mike partners with eight agents spanning ten territories. In each territory, SmartTargeting uses predictive analytics to identify likely home sellers. Then the automated marketing platform kicks in, deploying co-branded marketing campaigns featuring Mike and his agent partner to this narrowed audience of seller targets.

"I think it’s a brilliant platform for lenders and agents. I aim to create unique partnerships, and for Realtors, there is nothing more compelling than the promise of listings."

GETTING INVOLVED TO BUILD AGENT RELATIONSHIPS

SmartTargeting identifies and markets to the most likely sellers, and agents can use deep homeowner insights to build relationships and land more deals. To help foster natural agent and client relationships, Mike hosts monthly workshops for his agent partners. He brings in top industry experts to dispense advice, and always spends at least an hour discussing SmartTargeting follow up strategies.

"We’re in the process of setting up an automated cookie delivery to anyone who responds to a SmartTargeting marketing campaign. Helping agents get in touch with seller leads is a win-win: they land more sellers and buyers, and they come to really value our partnership."

TRACKING THE ROI OF THE PROGRAM

As for measurable results, Mike is averaging 1.5 referrals from each agent monthly, which is a return of 3x. Over time, he hopes to grow that to about 2.5 monthly referrals per agent. The best reward, says Mike, is that instead of lobbying agents for business, industry professionals are reaching out to him to discuss partnerships.

"We’re in the process of setting up an automated cookie delivery to anyone who responds to a SmartTargeting marketing campaign. Helping agents get in touch with seller leads is a win-win: they land more sellers and buyers, and they come to really value our partnership."

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