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HomeSmart Evergreen Realty

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Homeowners in Orange County, CA whose property listings have expired, specifically single-family residences valued over $1M.

Audience Type

  • B2C
  • Homeowners with high-value properties

Needs – Primary Buying Considerations

  • Understanding why their home didn't sell
  • Quick selling options (cash offers)
  • Accurate property value reports

Demographics

  • Age Range: Not specified
  • Gender: Not specified
  • Geography: Orange County, CA
  • Income Level: High income bracket (own homes exceeding $1M value)
  • Profession: Not specified

Psychographics

  • Lifestyle: Homeowners, likely middle-aged, and financially secure
  • What they value: Quick sale, comprehensive property information
  • Pain Points: Failed property sale, uncertainty over home's market value
  • Buying Behavior: Responsive to direct mail, and appreciative of tactile marketing methods like handwritten CTAs

2. My Message to My Target Audience

Refined Elevator Pitch

  • HomeSmart Evergreen Realty provides homeowners with free home value reports and personalized cash offers, assisting them in understanding their property's worth in the current market and giving them a quick, convenient selling option.

Understanding Their Pain Points

  • Difficulty selling property in the competitive real estate market
  • Lack of understanding their home's real market value
  • Uncertainty of the next steps due to expired or canceled listings

Transformation

  • Gain a comprehensive understanding of the property's value
  • Swiftly convert their property into cash
  • Gain clarity and confidence about their property's worth and possibilities

Unique Selling Proposition (USP)

  • Personalized  touch with hand-written call-to-action and address on envelopes
  • Tactile experience with direct mail service
  • Direct provision of cash offers, sidestepping lengthy real estate processes

Brand Values & One-Liners

  • 'Seeing the value, feeling the worth'
  • 'Let us handle the hassle'
  • 'Get your free home value report today!'
  • 'Guaranteed cash offers on your home'

Tone

  • As a brand, HomeSmart Evergreen Realty is friendly, straightforward, and reassuring. We wish for our customers to feel informed, valued, and confident in their real estate decisions.

Hero Text Idea

  • Flag Text: 'In Orange County'
  • Main Headline: 'Making Real Estate Simple'
  • Sub Headline: 'Understand the true value of your property and explore quick sale options with our bespoke offers'
  • CTA: 'Request Your Free Home Value Report Now!'

3. The Media I Will Use to Reach my Target Market

Website

  • Continue using Squarespace as the platform due to its budget-friendliness and simplicity.
  • Track conversions such as contact form submissions and calls from the website.
  • Focus on mobile optimization due to high smartphone usage.

Social Media

  • Leverage Facebook to reach the target audience in Orange County, CA.
  • Post updates three times a week, focusing on success stories and market updates.

SEO and Content

  • Develop a blog section on the website for SEO.
  • Target keywords related to 'home value reports' and 'cash offers for homes'.

Paid Advertising

  • Utilize Google Ads targeting Orange County with relevant keywords.
  • Consider Facebook Ads to reach homeowners in specific zip codes.

Directories

  • List the business in local directories like Yelp and the Orange County Business Journal.

Offline and Local Media

  • Continue with direct mail strategy, customizing messages for individual clients.
  • Participate in local community events to increase brand awareness.

Partnerships & Outreach

  • Partner with local businesses and professional organizations to increase referrals.
  • Reach out to moving companies and estate firms for potential collaborations.

Online Networking

  • Participate in online forums like Houzz and Zillow's discussion sections.
  • Join local Facebook groups related to real estate.

Cold Outreach

  • Cold email homeowners of recently expired listings with personalized messages.
  • Cold call when necessary to discuss the possibility of a cash offer.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Home Value Estimation Tool' on the website for homeowners to get a quick estimate of their property value.
  • E-guide titled 'Top Reasons Why Listings Expire and How to Prevent It'.
  • Checklist 'Preparing Your Home for a Quick Sale'.

Tripwire Offer

  • Low-cost detailed home appraisal report.
  • Personalized home staging consultation.

Welcome Sequence

  • Email 1: Thanks for downloading/checking your home value – with lead magnet attached.
  • Email 2: Introduction to HomeSmart Evergreen Realty, stories of success.
  • Email 3: Offer for home appraisal report/home staging consultation.

Segmentation

  • Leads categorized by their engagement level (interacted with a CTA, downloaded a lead magnet).
  • Further segmented by their property details (value, location, size).

CRM Improvements

  • Implement tracking on website to record lead behavior.
  • Integrate CRM with Squarespace to capture all lead information.

Chatbot and Automation

  • Install a chatbot to handle rudimentary queries and direct complex ones to the customer service team.
  • Set up automation for lead nurturing through emails.

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Custom CRM
  • Automation capabilities: Ensure tracking is implemented for lead behavior
  • Recommended improvements: Integration with Squarespace to capture lead information

Automated Follow-Ups

  • Types of automations: Email sequence post-opt-in, monthly value email with market updates
  • Frequency: Immediate follow-up after opt-in, then monthly

Newsletter

  • Frequency: Monthly
  • Topics or content pillars: Market updates, success stories, tips for homeowners
  • Segmentation: High-value properties, recently expired listings

Retargeting & Ads

  • Platforms: Facebook and Google Ads
  • Goals: Increase brand awareness, remind prospects of services

Social Media and Content

  • Posting frequency: Thrice a week
  • Content type: Success stories, market statistics, homeowner advice

Webinars and Events

  • Suggested cadence: Bi-monthly webinars on real estate market updates or homeowner advice

Other Nurture Channels

  • Chatbot on website to handle basic queries
  • Personal calls for high-value leads
  • Direct mail strategy reinforcement

3. Sales Conversion Strategy

Sales Process

  • Continue nurturing leads by sending emails with home value reports, cash offers, and new listings.
  • Personalize initial phone calls to request in-person appointments with potential sellers.
  • Refine face-to-face meetings to focus on highlighting customer benefits.

Sales Assets

  • Create an SOP for the sales process from lead nurturing to conversion.
  • Develop phone call scripts focusing on personalization and benefits.
  • Assemble a pitch deck for in-person meetings, explaining why listings didn't sell, home value reports, and cash offers.

Testimonials and Case Studies

  • Request testimonials from sellers who sold their homes successfully or benefited from home value reports and cash offers.
  • Showcase testimonials and case studies on the website, in direct mail, and during in-person meetings.

Conversion Rate Insights

  • Implement CRM tracking for lead nurturing efforts to face-to-face conversion.
  • Focus on improving in-person meeting conversion rates.

Urgency and Offers

  • Include time-bound incentives for accepting cash offers in direct mail.
  • Use messaging that creates urgency to respond, such as limited time free home value reports.

Guarantees and Risk Reversal

  • Offer a satisfaction guarantee for sellers accepting cash offers.
  • Share past success stories to instill confidence and reduce risk perception.

Shock and Awe

  • Include personalized thank you notes in direct mail.
  • Consider small gifts or branded materials for high-value prospects during in-person meetings.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • A personalized welcome email featuring a warm introduction, testimonial, and the free home value report.
  • Follow-up call within the first week to discuss home value report and cash offer if interested.

Communication Cadence

  • Bi-weekly emails with insights on the local real estate market, new listings, and home improvement tips.
  • Monthly phone check-ins to provide personalized advice and discuss potential selling plans.

Client Education

  • Regular blog posts on website explaining changes in the real estate market.
  • FAQ section and How-to guides to understand the home selling process.

Personalized Touches

  • Handwritten CTA and address on each direct mail to feel more personal.
  • Personalized cash offer letters sent via mail.
  • Celebrating milestones such as first home tour and successful cash offer acceptance.

Visuals and Documentation

  • Detailed home value reports with comprehensive market analysis.
  • Before and after price comparison visuals once the property sells.
  • Informative infographics in email communications and on the website.

Feedback and Proactive Support

  • Surveys post-meeting to gather feedback and improve service.
  • Immediate response and assistance for any queries via phone or email.
  • Proactive problem-solving for common issues that arise in the home selling process.

Guarantee or Promise

  • "Guaranteed Cash Offer" on homeowners' properties.
  • Promise to provide real-time, comprehensive, and accurate home value reports.

Operational Excellence

  • Strict punctuality for all in-person appointments and phone calls.
  • High professional standards in communications, keeping them friendly, warm, but also respecting homeowners' time.

Retention Agent

  • Recognizing referral efforts with a “thank you” gift; a local business voucher for instance.
  • Offering clients who refer a free premium home staging session or real estate consultation for their next move.
  • Building an alumnus network; inviting past clients to exclusive local events fostering community and potential referral conversations.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Encourage annual property value update contracts with reduced fee

Upsells & Cross-Sells

  • Offer premium property marketing plan for additional charge
  • Cross-sell complimentary home staging consultation

Bundling & Packaging

  • Bundle regular property evaluation and marketing consultation at a discounted rate

Loyalty & Retention Programs

  • Offer discounted services for repeat customers
  • Provide a referral incentive program

Custom Services and Personalization

  • Provide personalized selling strategy consultation for a supplementary charge

Pricing Strategy

  • Offer tiered pricing for different levels of service

Customer Data and Insights

  • Use CRM data to understand customers' needs and anticipate upsell opportunities
  • Identify churn risk factors and implement preventive measures

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Provide referrers with a discount on their next home value report or free property consultation.
  • Referees receive a detailed report of their home's value at no cost.

Shareable Assets

  • Create custom email templates with referral links for clients to share easily.
  • Develop shareable social media posts highlighting the benefits of free home value reports and cash offers.

Timing and Triggers

  • Ask for referrals directly after a successful transaction or when delivering a positive home value report.
  • Use automation within the CRM to send email reminders for referrals.

Client Success Stories

  • Develop a series of testimonials highlighting successful home sales to inspire referrals.
  • Regularly share success stories on company website and social media platforms.

Referral Contests

  • Run quarterly referral contests rewarding the client with most referrals with a free home consultancy.

Partner or Affiliate Programs

  • Establish partnerships with local interior designers or home renovators, offering them a commission for referrals.

Thank-You Experience

  • Send personalized thank you notes and small gifts to top referrers.
  • Publicly acknowledge top referrers on your company website and social media platforms.

Take Your Marketing Plan to the Next Level

Now that you have your 1PMP, you've unlocked a FREE Marketing Clarity Call with my team.

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