First Time Buyers
NO matter what the market conditions are today, first time buyers remain a strong market. But this has always been a difficult market to target. The obvious marketing program is to canvas rental communities. But most of your effort is wasted people who cannot move for a long time because their lease is not coming up for renewal. Our First Time Buyer Marketing System combines our proven Call Capture technology with a direct mail campaign that can fully automate your prospecting for these valuable prospects.
Expiring Leases
The best time to contact someone who is renting about buying a house is when they are faced with signing a new lease. But how do you target renters at this point? If you canvas the rental community only 8.5% of the materials you distribute will be received by tenants who are getting ready to sign a lease renewal the next month. (And 8.5% of your materials will reach prospects just AFTER they have renewed their lease.)
Our marketing system lets you target only the renters who are getting ready to renew their leases....and eliminates the waste of saturation canvassing.
Drip Marketing Campaign
With our marketing system we know what month the tenant moved into the apartment. So what we do is create a drip marketing campaign that starts 9 months AFTER they moved in. We print individualized post cards offering the tenant information so they can decide if renting or buying is right for them. After the first post card we send additional post cards every 3 weeks for 12 weeks (a total of 5 post cards).
Call Capture Integration
Each of these post cards offers the tenant the opportunity to call a toll free number and enter a personalized report code to hear how owning can benefit them. This 5-digit code lets us track up to 10,000 different addresses plus up to 10 marketing pieces. We know instantly which post card initiated the response from the caller.
How this happens is actually quite simple. When a renter receives a post card they pick up their phone and dial the toll free number and tell the system their personalized report code. This "personalized" report code is linked in our database to their name and address (from the post card mailing)...and identifies the post card that initiated the call.
Remember since they have contacted us we now have the privilege of calling them back without violating the Do Not Call regulations.
Follow Up Marketing
The call from a prospect generates two tiers of follow up marketing. First, our Follow Up Interviewers calls back the prospect and thanks them for using the system. The interviewer gathers more information about the prospect and attempt to get the prospect to let them transfer the call to you or to our mortgage team so they can start the process of determining if they really want to renew their lease. At this point we have a HIGHLY qualified prospect to focus our joint marketing efforts on.
At the same time their call will trigger a second tier post card marketing campaign. This is really powerful. Remember our system can track up to 10 post cards...but our canvassing campaign is based on a series of 5 postcards. The additional 5 codes are used to track responses from a prospect to a second tier of post cards that will be sent out based on which post card initiated their response. So when the prospect responds to one of the 5 primary post cards that initiates a secondary more intense marketing campaign consisting of an ADDITIONAL 5 post cards. But the system doesn't stop there...these post cards can be focused on the specific trigger that initiated their response, reinforcing and building upon that trigger.
In total our First Time Buyer campaign consists of a system of 30 post cards. Each post card is focused on generating a call to action to get the renter to raise their hand and identify themselves as a serious First Time Buyer prospect.