Day 7: Set Up Property Marketing & Disposition
Welcome to Day 7!
Today, you will learn how to set up your website and landing page to acquire buyers and start building your buyers list.
Use the marketing tab inside the property pipeline to use various ways to market your property outside of your buyers list.
Set Up a Number for Buyers
You’ve gone through the process of acquiring leads, qualifying them, making an offer, and then you’ve closed on a deal. You have a property you need to sell, so now is when you are going to market that property to your buyers list.
If you’re just getting started, you may not have a buyers list yet, so you need set up ways to acquire buyers similar to what you did for sellers.
You will need to get a phone number for your buyers. We recommend you use another business line phone number. You don’t want to use the same number you’re using for sellers because it will get messy having both types of contacts calling into the same number.
You’ll find yourself trying to determine who is a buyer and who is a seller. Save yourself some time and have a seperate number for each.
Create a Buyers Website
After you acquire a number for buyers, you will need to set up a website for buyers. REI BlackBook has a template you can use to create a buyer website like you did for your seller site.
Just like the seller site you created back on day #3, you will need to add your business information and logo to the Buyer site.
Similar to using the seller site to capture seller’s information, you’ll use a buyer site to capture buyer’s information. To do this, you’ll need to add a web form to your buyers site.
The web form is very simple and only includes name, email, and phone number. It’s purpose is to get the buyers to say yes, they want to join your buyers list. Once this web form is created you can drag and drop it onto your buyers website.
To take it a step further, instead of redirecting prospective buyers to a general Thank You page after submitting their information, redirect them to a buyer profile instead. We’ll cover this in detail later in this section.
The buyer profile is what is going to help you qualify your buyers. It’s another web form that you will add to the cash buyers landing page.
This web form will be longer since the goal is to have cash buyers qualify themselves for you. Before creating this web form you will want to create custom fields with the information you are going to use to qualify the cash buyers.
We recommend you include the following information:
- Exit Strategy
- Desired Price Point
- Desired Property Locations
- Financing Strategy
- 10 Day Closing (Can they close in 10 days or less)
- Properties Purchased in the last 90 days
- Purchased Wholesale before
This information will help you segment your buyers list, so when you have properties you’re ready to sell you can easily and quickly market them to buyers on your list that fit the criteria of the property. It will also help you distinguish between buyers who are motivated to buy and those who aren’t.
You can include any other information you’d like or remove some of the recommendations, but that will give you a starting point. After creating the custom fields, it’s time to go create the buyer profile web form. As we mentioned earlier you can have your buyers automatically redirected to this buyer profile once they initially opt in on the first web form you created.
When the buyer profile web form is complete, drag and drop it onto your cash buyer landing page. As you’ve seen before when creating web forms you will assign workflows to the web forms to ensure follow up is happening. The first workflow you’ll create will go along with the first web form you created to get buyers to opt in and say yes they want to join your buyers list.
This workflow is intended to remind prospects to fill out the buyer profile. Then once they have filled out the buyer profile a second workflow will be triggered. The second workflow will be assigned to the buyer profile web form. Once the workflow is triggered the buyer will receive a notification letting them know they are officially on your buyers list.
As you’ll see in the resource section, the details of these two workflows are outlined in a lucid chart. Each workflow includes tags to help keep your buyers organized in your CRM. The different tags allow you to segment your buyers list, so when it’s time to market properties you will know which buyers to send the property to.
The tags can include the following:
- Cash Buyer
- Every Cash Buyer On Your List
- Cash Buyer – A List
- Cash Buyer who has completed their Buyer Profile
- Cash Buyer – B List
- Cash Buyer who has completed Step 1
- Cash Buyer – Property Inquiry
- Cash buyer who has requested more information on a property
- Cash Buyer – Submitted Offer
- Cash Buyer who has submitted an offer
- Cash Buyer – Inbound Call
- Cash Buyer who has called you
- Cash Buyer – Successful Deal
- Cash Buyers who have purchased a property from you
To take your organization one step further we recommend you create a contact tab to group all the custom fields you created earlier together. This is just one more way to identify between the different types of buyers you have, and keep your CRM clean.
Create a Property Listing
When it’s time to start marketing your property, the marketing tab inside the property pipeline has multiple ways you can market the property. Before you can start using the different tools inside the marketing tab of the property pipeline, you need to update the property details first.
This is where you will put all the information you have on your property. You can add descriptions, photos, and even things like video tours and school zone info.
This is a great time saver because the information you enter here automatically updates across all flyers, websites and emails having to do with that property. Once you have updated the property details, you can start setting up various ways to market the property to your buyers.
The various ways you can market your property are as follows:
- Single property website
- Property flyer
- HTML flyer
- Property blaster
- Marketing profile
- Add to current website
Single Property Website
Each property in your pipeline can have its very own dedicated website that you can launch with the click of a button.
Information is pulled directly from the property details section, and you can see how many visits and leads you captured right on the website tab.
You can also assign a domain name to your single property website to give your site an even more professional feel.
If you are holding an open house or want flyers outside the property, you can use this tool to quickly print out professional looking property flyers. REI BlackBook users Marcy Martinez and Lauren Erickson use the flyers from the marketing tab to stand out at their local REIAs.
If you want to post your property on blogs and external websites you can create a digital property flyer with this tool. It will create a snippet of HTML code that you can just copy and paste onto your Facebook page, realtor’s website, or any other site on the internet that accepts HTML code.
Just want to send an email to a prospective lead telling them about the property? Use this tab to simply enter their email address and they will receive a professional looking email telling them all about your property. You can edit the email if you’d like before sending it out.
Some external websites, like HotPads and Oodle, allow you to post your property on their site to help increase its exposure You can use this tool to do this automatically, so that you don’t have to go to each website and fill out all the information manually.
Finally, you can control what contact information is displayed on the property website, flyers, emails, and other tools using this section. Just fill out your desired email, phone number, name and so forth, and this is what other people will see. You can also select a marketing profile that has already been created from the Choose A Marketing Profile For This Property drop down menu.
Add to Current Website
You can also add a property as a featured property to your buyers website. By doing this, people who are interested in becoming a buyer have the ability to see a property you have.
Day 7 Checklist
If you need assistance accomplishing each checklist item, click on the support articles.
- Set Up a number for Buyers
- Create a Buyers Website
- Create Your Cash Buyer Workflows
- Create Your Web Forms
- CRM Management
- Cash Buyer - Tags and Custom Fields
- Familiarize yourself with the Marketing Tab in the Property Pipeline
- How To Set Up A Single Property Website
- Add the property to your Buyers Website
- Property Flyer
Thank you & Congratulations!
Thank you so much for taking the time to complete the Getting Started Guide! You have everything in place to start running your business and acquiring new seller leads.
You are now one step closer to landing your first deal (or next deal). We can’t wait to see everything you accomplish on your road to financial freedom!
For questions, contact us at firstname.lastname@example.org.