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Case Study: Tom Corte

CLIENT PROFILE

Tom Corte
ERA Matilla Realty
Playa Del Rey, CA
Median Home Price: Approx. $1,000,000

BACKGROUND

Tom Corte and Dana Wright are broker associates with ERA Matilla Realty in Playa Del Rey. After spending all of their time and resources farming to a large territory, they realized they were not seeing enough business to justify the investment of time and cost. They sought a more effective and strategic approach to marketing, and turned to SmartTargeting as an intelligent way to focus their efforts on the right homeowners.

IMPLEMENTATION

Tom and Dana combine SmartTargeting with a "Columbo approach" by always leaving behind something of value with their targeted homeowners. As avid door knockers, they make it a point to stop by each of the homes in their top 20% list and leave behind compelling information or offers for free services.

Depending on the community, they may offer hazardous waste pickup, neighborhood watch groups, property tax services, or something more unique for an individual homeowner. "We are now also putting up little flags, but only to the top 200 homes on our list. People across the street are going to wonder why their neighbor got a flag but they didn't. Or why the truck came and picked up their neighbor's hazardous waste, but not theirs. It's all about making them feel special, and sparking conversations."

“We are now putting up little flags, but only to the top 200 homes on our list. People across the street are going to wonder why their neighbor got a flag but they didn't."

By farming to a smaller select group of prospects, the ERA team has been able to spend more quality time and effort on each homeowner. "When I'm going to an unknown, I don't know what I'm going to encounter. But if I'm going to someone on my SmartList, I know there is a reason, and it usually only takes me a minute or two to discover that reason."

RESULTS

  • Income has more than doubled
  • Drastically reduced operating cost
  • Closed 72 transactions within 2 years
  • 4.5% average response rate on direct mail
  • Pipeline continues to grow year over year

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