Hot Zone Lead Generation Mastery Course

Hot Zone Marketing: Just Listed, Just Sold, Plus Demographic Farming

A couple in a neighborhood decides to list their home. This is the first listing to come up in the area for some time, so as soon as the sign is up – inevitably - another sign goes and then another. Why?

It’s the psychology of sales. The neighborhood took notice of the sign, husbands and wives on their way from work, kids on bikes, retired couples….and what happened then? It sparked conversation. I wonder what they are asking. I wonder why they are selling. I wonder what we could sell for….maybe we should think about moving…

This is a classic trigger event – One transaction triggering a cluster of other transactions very near to each other either geographically like in the neighborhood example or demographically as in one family member buys a house and suddenly everyone in the family is in the market.

Hot Zone Marketing: Open House & Online Leads

Imagine you are a homeowner and you have been in your current home for six years. It was your dream home when you moved in but now little things are starting to bother you - the neighbor’s dog, the size of the kitchen, and the fact there is no office.

Slowly but surely you voice these frustrations to your partner and buying a new home comes on your radar. What is your first step? For most sellers it will be to begin looking at open houses and going online. This is the landing zone, the first stop on the road to buying a new home.

How many times during those first few early steps do these buyers come into contact with an agent who never bothered to follow up? Studies show that 75% of all buyers take 3-6 months to finally enter into a purchase. Agents that focus their marketing dollars around follow up and client incubation win!

Hot Zone Marketing: Key Moment Marketing

If you look at your life and think about all the houses you have lived in as a child and an adult ask yourself - What drove the decisions to make a housing change? What caused your family to uproot themselves and go through the hassle factor of moving. Often key events drive these housing decisions - getting married, having children, relocation, or job transfers to name a few.

When these events occur it can create an opportunity for a savvy REALTOR to tap into Key Moment Marketing by focusing on a market segment that is highly likely to make a move or need a professional REALTOR because of a life event. This is often called Predictive Marketing. For instance just because a baby is born doesn’t necessarily mean there will be an automatic housing change but statistically it does make it more likely. 

Hot Zone Marketing: HR Directors & Relocation

Relocation is a massive part of the real estate business yet almost no one talks about it as a part of their lead generation program. Consider that in many areas of the country 40% of buyers and sellers will be relocation clients. From retiring to a different community, to job transfers, and family changes there are many reasons that a family can be motivated to move from one community to the next.

So how do you tap into this market? The first step is to step back and ask yourself if you were moving to a new community – what information would be helpful to you, what resources you would need to make the move easier, and how would you most likely come into contact with a real estate agent. Next is to target the people who can use your relocation expertise. This could include Human Resource Directors, REALTORS in neighboring communities, and of course buyers and sellers interested in making a move.