Month 3

Targeting the Right Leads & Effective Lead Generation Strategies

In Month 3, you’ll focus on proactive, hands-on lead generation strategies to find high-potential listings and motivated sellers. You'll be taking a more direct approach to uncover opportunities and build your pipeline, using Driving for Dollars and cold calling construction sites.

What We've Covered so Far:

• You’ve built a solid foundation in personal branding, content creation, and follow-up.

• You’ve started using Follow Up Boss and Curaytor to streamline your workflow.

• Now, it's time to focus on targeted lead generation that involves direct outreach and community involvement.

What's Next:

Month 3 is all about going beyond digital marketing to find high-potential leads in your community. By implementing strategies like Driving for Dollars and cold calling construction sites, you’ll be able to tap into new opportunities that others might miss, building your pipeline through direct engagement and proactive outreach.

Expired Listings: Turning Missed Opportunities into Success

What is an Expired Listing?
An expired listing is a property that didn’t sell before the listing agreement with the agent expired. These sellers may still want to sell but need a fresh strategy.

Why It Matters:

• Motivated Sellers: These are sellers who have already shown an interest in selling their property but just didn’t get the results they hoped for.

• Opportunity for Quick Turnaround: With the right strategy, expired listings can be turned around quickly with new marketing, pricing adjustments, and better exposure.

What You Need to Do:

1. Identify Expired Listings

   • Use Follow Up Boss to track expired listings in your area. Many MLS systems offer a feature to filter expired listings.

2. Reach Out Directly

   • Cold Calling: Contact sellers with a friendly, consultative approach.

     • Example: “Hi, this is [Your Name] with The Dot Collection. I saw your listing expired, and I wanted to see if you’re still interested in selling. I specialize in getting properties the exposure they need to sell.”

3. Send Direct Mail

   • Send postcards or letters offering your services and highlighting what you can do differently.

     • Example: “I noticed your listing expired recently, and I’d love to help. Let’s discuss how we can relist your property and get it sold.”

4. Rework the Marketing Plan

   • Suggest new photos, better staging, and fresh online marketing. Propose a price adjustment if necessary to align with current market conditions.

5. Follow Up Consistently

   • Use Follow Up Boss to set reminders to follow up with these sellers if they don’t respond right away. Stay top of mind with emails, market updates, and helpful content.

Driving for Dollars

What is Driving for Dollars?

• Driving for Dollars is a method where you physically drive through neighborhoods looking for homes that appear to be vacant, in disrepair, or potentially for sale. These properties are prime targets for motivated sellers who may be looking to sell quickly.

What You Need to Do:

1. Identify Potential Leads

   • As you drive through different neighborhoods, look for properties that:

     • Appear vacant (no cars in the driveway, overgrown lawns, neglected appearance).

     • Show signs of disrepair (peeling paint, boarded-up windows, missing shingles).

     • Have "For Sale By Owner" signs or seem to have been on the market for a while without selling.

2. Take Notes and Photos

   • Use your phone to take photos of the properties and note down the addresses. Apps like DealMachine can help you track and manage these properties easily.

3. Follow-Up with Direct Mail or Cold Calling

   • Once you’ve identified properties, send direct mail (postcards or letters) offering your services or cold call the owners to see if they’re interested in selling.

   • Example Script for Cold Calling:
     "Hi, this is [Your Name] with The Dot Collection. I was driving through [Neighborhood] and noticed your property. I specialize in helping homeowners in situations like yours, and I wanted to ask if you’ve considered selling your home. If so, I’d love to talk about the possibilities and help guide you through the process.”

4. Track Your Results

   • Use your CRM system (like Follow Up Boss) to track your interactions and follow-ups with the owners. Set reminders to check back with them after a couple of weeks if you don’t hear back.

Direct Mail Campaigns for Off-Market Properties

What is Direct Mail for Off-Market Properties?

• Direct mail campaigns allow you to target homeowners directly, especially those who may not be actively thinking of selling but could be motivated by the right offer.

What You Need to Do:

1. Send Postcards or Letters

   • Once you’ve identified off-market properties, create a direct mail campaign that offers value, such as a free home valuation or an offer to purchase the property.

   • Use curated messaging that appeals to homeowners who may be considering selling but haven’t listed their property yet.

2. Target Specific Neighborhoods

   • Use Curaytor or other tools to run targeted campaigns in neighborhoods where you’ve already identified potential sellers or where there’s a high level of turnover.

Finding New Developments & Opportunities

What is this Strategy?

• This strategy focuses on identifying new developments, zoning changes, and projects in progress—all potential sources of leads for buyers and sellers. You'll also look for unfinished or abandoned projects (often referred to as "projects that went belly up"), which can present unique opportunities for investors or developers.

What You Need to Do:

1. Research Zoning Websites & Development Projects

   • Many cities and counties offer zoning maps and development plans online. By regularly checking these websites, you can find new developments, rezoning efforts, or proposed construction projects in your target areas.

   • Use these resources to track construction zones, land-use changes, and future projects.

     • Example: Look for areas being rezoned for higher density or areas where new commercial or residential developments are happening. This information will give you an edge in finding leads before the area is fully developed.

2. Stop by Active Construction Sites and Speak with Developers

   • As you drive around your area, keep an eye out for construction sites. When you spot one, stop by and talk to the developer, builder, or contractor on-site.

   • How to Approach: Politely introduce yourself and offer your services as a real estate agent who specializes in working with developers and builders. Ask about future listings, potential off-market properties, or whether they’re looking for an agent once their project is complete.

     • Example: "Hi, I’m [Your Name], and I specialize in helping developers and builders sell new homes. I noticed the project you’re working on here—do you have any plans to list when it’s finished? I’d love to help you market it."

3. Monitor Auction Sites for Projects That Went Belly Up

   • Search auction sites (e.g., Auction.com, RealtyTrac, or local government auction listings) for properties that were part of failed development projects or foreclosures. Often, these properties can be picked up for a fraction of their value and may offer a high ROI for developers or investors looking to step in and finish the work.

   • These distressed properties can also be a great source of leads for buyers or investors who are willing to take on a renovation project.

   • How to Approach: If you find properties that match your client’s investment goals, reach out to the current owner (often the bank or trustee) and negotiate for access or opportunities to view the property.

4. Build Relationships with Local Developers and Builders

   • Networking is key. As you stop by construction sites, don’t just speak to the builder—introduce yourself to other professionals working on the site, such as architects, project managers, and general contractors. These connections could lead to new opportunities and referral sources.

   • Attend local builder association meetings and industry events where developers, contractors, and real estate professionals gather to discuss upcoming projects and real estate trends.

Key Benefits of This Approach:

• Early Access: By researching zoning websites and monitoring new developments, you can find opportunities before they hit the market.

• Off-Market Leads: Conversations with developers and contractors often lead to off-market listings or upcoming projects that are not yet widely known.

• Investment Opportunities: Auction sites provide a great opportunity to find distressed properties or projects that have fallen through, giving you a chance to find hidden gems for investors.