PART 1
The full marketing attempt.
We sequentially market to the records we already know are good, the ones that came out of the doors per deal work. Every one of those records gets four to six full marketing attempts. Here is what one full attempt means and where the records sit in the system.
Sequential marketing to good records.
Market only to the records the doors per deal gave you.
Why we call this the niche sequential marketing process is because we are sequentially marketing to the records that we know are good. When I see the AI 95 plus, the free and clear, the probate, the notice of default, that is this 1,457 properties.
For every 20 of these people on this list, we know they are going to sell to an investor in the next six months.
And that changes the entire thought process of we need to do everything in our possible way to reach these individual through every medium that we can.
Do four to six full attempts on every record.
We are going to take every record and do a minimum of four full marketing attempts to all of these people. Phil mentioned at the very beginning of the call that we are doing five to six. I do not know the exact number yet, we are still testing that.
A full marketing attempt means doing a call. Leave a voicemail if they do not answer, text them, email them, mail them.
We are going to do a minimum of four full marketing attempts to all of these people.
Full attempt
A full marketing attempt is every channel.
- 1CallDial the record first.
- 2Leave a voicemailLeave a voicemail if they don't answer.
- 3Text themSend a text to the same record.
- 4Email themEmail the owner where you have an address.
- 5Mail themPut a mail piece in the mailbox.
- 6Door knock themKnock the door if you still have not reached them.
More channels, higher contact odds.
Stack channels until you reach everyone on the list.
Call, voicemail, text, email, mail, door knock. By no means do you have to do all of those channels. I am just saying that the more you stack on, the higher your odds of making a 100% contact rate with this 1,457 people.
More than likely, this is the total amount of people you need to get in front of to hit all your goals. That is why I think bulk is not working as well. We are doing unique, very tailored touches to all of these people.
By no means do you have to do all of those channels.
Check that every uploaded property is skip traced.
You are going to have a property in the system from SIF map or from the first to market data you uploaded. Every property in here needs to be skip traced.
The system knows which ones still need it, because it says it has not been skip traced yet. That column says no, and there are no phone numbers attached to those properties.
A new property is skip traced.
Split your records into phones and no phones.
Theoretically, whenever we upload a new property, it is automatically skip traced. This is just one that was added today, so it has not been skip traced yet.
The next phase is simple. Some properties we skipped just have no phone numbers. Others do have numbers and are ready to call.
But, theoretically, whenever we upload a new property, it's automatically skip traced.
Give the no number properties their own workflow.
One of the biggest levers you can pull is the list you skip traced that came back with no phone numbers. More than likely, with this 164 properties here, nothing is being done with them. The other companies in the REI sector you compete against did not find numbers either.
So we separate all the properties that have no numbers available and give them their own workflow. We can deprospect them, which I will show you tomorrow, or we can direct mail them. We know they are way less saturated than some of the other properties right off the bat.
So at the very bare minimum, you want to direct mail these people or maybe even door knock them because you're not reaching them through these other channels.
Two workflows
Records with numbers and records without separate.
Has phone numbers
- How many propertiesReady to call
- First channelCall
- Why work it this wayNumbers are attached and ready
No numbers available
- How many properties164 properties
- First channelDirect mail or door knock
- Why work it this wayWay less saturated
BEFORE YOU MOVE ON