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Target Marketing For New Home Buyers...Sandy Knoll Estates in Franklin

This is a postcard that will be mailed to a database of homes from public record in MLS that are assessed from $400,000 to $550,000.  This postcard will target those potential buyers for our low to mid $600,000 range of new construction.  We have three of those lots remaining at Sandy Knoll Estates in Franklin MA.

sandy knoll estataes in franklin ma postcard

The remaining lots after the sale of the $600’s are in the $800,000 range, and we may attract a higher price ranged buyer from this mailing.  We presently have two pre-sold homes to be built, and we have met with a third potential buyer who is reviewing a plan. 

New construction is selling because buyers are able to sell their present homes.  The most recent potential buyer just placed their home under agreement, and they love Sandy Knoll Estates. 

The time is right to target a price range and an entity that is selling in your area.  Direct mail marketing is the best method to use for target marketing, but I guess I say that every week!!!

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New Homes in Franklin Massachusetts
16 comments • Barbara Todaro "Franklin MA Homes" • May 16 2012 11:52AM

Market Like You Mean It.....It's The Only Way To Market Property!!

market like you mean itI’ve used this statement many times, and I don’t think anyone can overstate this thought.  “Market like you mean it!”  It’s simple enough to comprehend.  If you read a few blog posts about a listing, you may wonder to what degree the listing agent “means it.”  I wonder what the homeowner is thinking!

When you write a post about a listing, are you enthusiastic?  Do you write about a listing the same way you show a listing?  Enthusiasm and energy radiate with our words and with our body language. 

If we are energetic, excited and feel enthusiastic about a property we’ve listed, those feelings will be evident.  If we don’t want to be there, and we don’t want to think about that listing, it will be obvious to everyone and the property will probably just sit idly. 

Make your marketing "shake the fruit from the tree."  That’s what marketing is meant to do.  The purpose of marketing is to find the right piece of the puzzle; to find the piece that will fit with the product we are marketing; and to do this task more productively and efficiently with every method of marketing that we use.  Market like you mean it!! 

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New Homes in Franklin Massachusetts
21 comments • Barbara Todaro "Franklin MA Homes" • May 12 2012 12:05PM

You Can't Hit The Bullseye If You Have No Target....That's Hit Or Miss

I’m expanding my direct mail marketing program to target several more areas.  Direct mail marketing is a wonderful method for target marketing.  If one has a niche, direct mail marketing is the best way to reach people within that niche area.

My new targets will be to several different groups.  One will be to buyers who are living in condos and thinking of moving to a single family home.  Condo living is a great way to start, but most condos in my area are two bedroom units and it doesn’t take long to outgrow that space.  The database for this group of people will be created from condo owners in Franklin MA from our MLS service.  There are 1,598 names and addresses for Franklin MA condo owners.

Another target will be homeowners who are presently living in starter homes and have outgrown the small cape or ranch style home that they presently own.  It may be time to move to a larger colonial with four bedrooms and a garage.  This database will be created based on the assessed value of properties that reflect this type of home.  In our area, a starter cape or ranch would be assessed within the range of $200,000 to $300,000 total assessed value.  This database will have approximately 3,000 names and addresses.

Another target will be luxury home buyers.  These are the homeowners who have large colonial homes that are 15 years old and approaching major updating.  The potential buyers in this category are a perfect fit for new construction single family homes in an upscale area with 8/4/3.5 and 3,600+ s. f. of living space with a three car attached garage.  New construction is selling because resale homes are selling.  This is a perfect time to make that move.  The assessed value of the target homeowner would be $350,000-$500,000 for total assessed value in my town.  There are 2,400 names and addresses.

Another group will be from my existing database for 55+ homeowners.  Our adult communities are open to visitors every weekend and we always send invitations to visit our communities to see what we have to offer.  This is a group with 5,000 names and addresses to whom I am continually marketing. 

This is the game plan and I’ll have a different theme to attract the attention of each group of potential buyers.  I usually don’t market for buyer calls, but I want that phone to keep ringing.  Buyer agents may want to create a direct mail marketing program to attract buyers in your area.  Target marketing is successfully accomplished with direct mail postcards.

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New Homes in Franklin Massachusetts
28 comments • Barbara Todaro "Franklin MA Homes" • May 11 2012 09:30AM

Marketing Is Like Pumping Iron....Reps and Consistent Action....Powerful Results

We all know the importance of marketing.  Every agent markets differently.  Some agents are taking their money and throwing it out the window.  Marketing is a numbers game.  It’s a shot at rolling the dice; it’s a roll at the crap table; and one roll is never enough.

Attempting to market sporadically is not acceptable.  Marketing of any kind needs to be done consistently and in a large enough volume to produce a good result.  Every time your name and face is in front of a potential client, that name and face becomes more familiar.  A familiar name and face is what we strive to be.

Direct mail marketing is a monthly method of prospecting for new business; newspaper ads need to be large and frequent; online marketing must be ubiquitous; open house events must be offered repeatedly; and networking should be accomplished every day in one form or another.

Our business is not complex.  It’s actually very simple.  It’s a matter of repetition.  The more reps the stronger you become.  It’s just like pumping iron.  Do it consistently and increase your reps gradually.  Create a plan and don’t waiver.  The results will be impressive.  Eventually you’ll be flexing those muscles without any effort.

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21 comments • Barbara Todaro "Franklin MA Homes" • May 06 2012 03:10PM

Direct Mail Marketing...Newspaper Ads...Signs... Blog Posts....Where Do Your Listings Come From?

Here are the two “just listed” postcards for our latest two listings.  I can’t stress enough how important it is to mail these postcards throughout the area of the property that was just listed.  I mail to a minimum of 200 homes for each listing.

lot #3 camden way franklin ma

Last week I mailed to the area of our listings taken that week and I received three listing calls this week, thus far.  I am confident that one came from the “just listed” postcard.  The others might have resulted from our full page newspaper ad offering a Free Market Analysis.

3D Hawthorne Village franklin ma

Sometimes the homeowner is not sure what made them call us.  They have received postcards; read newspaper ads; driven past our many sign posts; and hopefully read a blog post or two.  All of my marketing is integrated, and that makes it very difficult for the caller to segregate the actual source that initiated the call.

It’s important to determine where the call originated, if possible, but if I can’t, I’ll just continue to do what I’ve been doing until it stops working. 

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New Homes in Franklin Massachusetts
20 comments • Barbara Todaro "Franklin MA Homes" • May 02 2012 11:25AM

Every Weekend Is Open House Weekend For The Kuney-Todaro Team in Franklin MA

Every weekend is “open house weekend” for the Kuney-Todaro Team.  Our niche is new construction and our new construction communities offer an open house every Saturday and Sunday for those who are considering a move to a new home or condo. 

Open house events account for the majority of our new construction transactions, and our “open house team of agents” enable us to provide these events every weekend. 

An open house not only allows potential buyers to view the model home at their leisure, but it also provides potential sellers of homes to spontaneously witness our marketing.  Our open house events have produced new buyers for our new homes/condos along with their listings for us to market.

Open house events offer a relaxed environment for potential clients to have conversation in a comfortable, casual setting.  It benefits the agent and the potential client.  It’s a unique chance for agents to be surrounded by multiple buyers. 

For agents, it’s a smorgasbord of potential buyers; and for buyers, it’s an opportunity to judge performance and knowledge without being uncomfortable.  The door is always open for buyers to leave. 

Open house events are worthwhile and if offered consistently, traffic will continue to increase and business will follow.

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New Homes in Franklin Massachusetts
8 comments • Barbara Todaro "Franklin MA Homes" • April 29 2012 05:42AM

Timing Is Everything....Now Is The Time To Use Direct Mail Marketing

This is just a thought about direct mail marketing and the proper timing for its use.  Many agents do not use direct mail marketing because of the expense involved.  I agree that it is an expensive method of prospecting for new business.

However, if the timing is right, it’s worth using this method.  We have a shortage of listings right now in my area, and the current mailings are resulting in calls for a free market analysis.  This is a great way to find new inventory.

Direct mail marketing is a fine method to use to target a market.  I use it to find buyers for our active adult communities.  I have purchased the database of names and addresses for the 55+ age group in 10 towns.  I continually market to these people, and they respond.  They visit our open house events, and if they like what they see, they purchase a condo.  If not, we work them and find them what they like.

Currently I am focused on replenishing our listing supply plus searching for buyers for our age restricted communities.  This is an ideal time to test direct mail marketing, if you have never used this method.  It works well and once you realize how well it works, you’ll want to apply it to a variety of other uses.

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New Homes in Franklin Massachusetts
21 comments • Barbara Todaro "Franklin MA Homes" • April 21 2012 07:50AM

When One Train Leaves....There'll Be Another One Right Behind It!!!

the villas at eagles nest in franklin ma

just listed postcard

Replenishing our inventory is becoming a more challenging task lately.  Our direct mail marketing has become a more frequent method of shaking the fruit from the tree.  When one property closes, we need to make sure the shelf is replenished with another home. 

This brings to mind another favorite saying of mine which is "when one train leaves, there'll be another one right behind it."  That's what we strive for, isn't it?

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15 comments • Barbara Todaro "Franklin MA Homes" • April 20 2012 07:30AM

The Pre-Listing Brochure....It's Your Trump Card

My team and I are listing agents, and our main focus is marketing to homeowners to make the phone ring for a Free Market Analysis.  When that happens, the first order of business for me is to prepare a pre-listing brochure.

I use a three ring binder to present a variety of inserts plus eneighborhood.  The purpose of this pre-listing brochure is to allow the homeowner the opportunity to become totally familiar with The Kuney-Todaro Team; our marketing methods; our MLS ranking within our town, state and New England; our resumes; our team information; and screen shots of Google searches along with inserts describing our online marketing.

The pre-listing brochure is important information that should be produced separately from the actual CMA information.  Every homeowner is most interested in pricing their property.  When this team information is delivered in unison with the CMA, we are not the focus of attention.  Our information is actually at the bottom of the list, and it’s important for homeowners to know who we are and what we do compared to other agents.

By producing this prelisting brochure prior to meeting for the second time to discuss pricing, the homeowner has plenty of time to flip through the pages and digest whatever information is important to them.  This brochure is given to the homeowner and not retrieved.  A new one is prepared with each listing presentation. 

If a powerful presentation is what you want to accomplish, prepare a pre-listing brochure and a separate CMA brochure with a two-step presentation.  Leave both brochures.  It won’t matter whether you are first or last in the presentation line.  If you’re first, those who follow will have to compete; and if you’re last, you will trump all of the other presentations.  Devote the time; spend the money and present a professionally prepared brochure that radiates success.

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30 comments • Barbara Todaro "Franklin MA Homes" • April 15 2012 08:42AM

Many Messages On One Postcard....

the villas at eagles nest in franklin ma

This one mailing informs the recipient that we sold another one; it's an invitation to our open house events every weekend; and it's another source for advertising our seller's website.  This one mailing will accomplish many functions.

This postcard will be mailed to 55+ residents of Foxboro MA.  I just bought the database of names and addresses for that town.  Direct mail marketing is a great way to target a specific group of people.

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New Homes in Franklin Massachusetts
12 comments • Barbara Todaro "Franklin MA Homes" • April 02 2012 11:03AM