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Case Study: Steve Johnstone

Steve Johnstone

REALTOR®/Owner – The Johnstone Team
Keller Williams Infinity
Naperville, IL
Median Home Value: $317,000

HIGHLIGHTS

  • Increased his listings by 12 units each year since discovering predictive analytics
  • Four listing appointments from one postcard
  • Cut down from the wasteful 5,000 mailers he used to send every month

BACKGROUND

With “20 years, three months and six days” in the real estate industry, Steve Johnstone is an expert in the Naperville market. His traditional farm system required 5,000 mailers a month, and Johnstone was ready for a new way of getting listings. He chose to purchase SmartTargeting after attending MegaCamp.


IMPLEMENTATION

For years, Johnstone has farmed three different areas, sending postcards, letters and even doorknocking to get his name out there. He also farmed past clients in his sphere, and these collective efforts required 5,000+ mailings per month. With SmartTargeting, Johnstone cut down his marketing by a great deal, and is now sending only a quarterly report to his entire farm, and more strategic campaigns to those who are in his “Top 20% list” of prospective sellers.


Though his total marketing reach is lower than it has been previously, Johnstone estimates he is seeing 50-75% higher engagement now that he has changed over to SmartTargeting mailers. This fits with his overall goal, to be the go-to agent in the Carillon 55+ community, as well as the Walnut Ridge area.

“I get 90% of the listings once I have a listing presentation, so I just need a way to get in front of the right sellers and future buyers. That’s where SmartTargeting is helping me the most.”


SUCCESS

Once he has a potential seller in his sights, Johnstone lands them 90% of the time. So by increasing the engagement from his postcard mailers, he is seeing a massive increase in his total listing count. In the first five months of using SmartTargeting, Johnstone listed five homes in his territory, and he is in discussions with many more homeowners to be their listing agent.

“The postcards are very good quality, and they’re incredibly effective. My targets follow up by asking for a smart home analysis, and it flags me to go door knock that prospect.”


In addition to the commission he’s pulled in, Johnstone is excited to be building a farm that will keep paying off down the line.

“Since taking on SmartTargeting I have increased my volume by 12-15 units in each farm I have with them. That’s HUGE!”



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