When Miguel Saba first heard about Scout, he had a feeling that it was going to set him apart. But, he didn't expect that it would help him close 3 listings (with another coming to market) in just 3 months.
Now Miguel is capitalizing on the success of his strategy and looking to Scout to help him land 12 new listings this year (and nearly double his last year's production).
This is how he's doing it.
Deciding Which Campaign To Start With
When you have active buyers in the market, there's no better campaign than Scout's "I Have Buyers" to engage local owners.
Sometimes just bringing a buyer to the table can be the opening that you need to get in the door and start a conversation.
If you know which campaign you want to run, all you have to do to get started is compile a list of homes and owners that fit what your client is looking for or, even better, likely sellers.
Finding Owner Info
Scout makes it incredibly simple to find homeowners who would be likely sellers in any market. By selecting a simple drop-down, Scout and its AI go to work to find neighbors that are in the best position to be sellers. It takes into account factors like length of time owned, appreciation, equity, age of the owners, family makeup, and more.
What's even better is that Scout enriches all of the contact information and formats data to be sent through email, so you don't have to worry about working in spreadsheets all day or hiring a VA to put together endless lists.
Choosing The Right Language
While Scout has a lot of great personalized templates and campaign language, nothing compares to the local knowledge that you bring to the table.
Relying on the stock campaigns is a good place to start, but the more you can tailor it to a specific neighborhood by including details like proximity to a certain location or community, the better.
Personalization is the difference between getting an open and getting a listing.
Launching The Campaign
The easiest and most effective way to reach out to homeowners is, without a doubt, email. You don't have to worry about postcards or mailers getting thrown in the recycling bin or spending hours trying to get someone on the phone.
People live in their inbox these days, so when you send a personalized email that's targeted to them with their address in the subject, you know it's getting opened.
We've seen email campaign open rates of 18% at the low end all the way up to 58%! So, no matter how many times you say "I never open email from people I don't know", when the subject is relevant and timely, it's going to get opened.
Once the first set of emails goes out, following up with a phone call is absolutely the best way to get conversations started. For so many reasons. First, if you're in their inbox, iOS recognizes your number and suggests a caller ID. Given the statistics that less than 1 in 5 people pick up calls from unknown numbers, it's important to make your time on the phone count.
Second, it takes your own mentality from "ugh, I hate cold calling" to "I just need to follow up on my email", which is a much easier place to operate from and gives you more confidence. It will also be much more well received (think persistence, rather than annoyance).
Answering Tricky Questions
While most people forget half of the forms they fill out or assume their contact information is accessible to anyone, that doesn't mean that they won't ask "how did you get my number?"
Honesty is always the best policy.
When you craft your replies, make sure to paint the picture of diligent professional. After all, that's exactly what you are.