Case Study: Tracy Southerland
Lake Oconee, GA
Median Home Value: $385,500
- 8 listings in her 1st year as a SmartTargeting client
- 6 listings half way in her 3rd year
- A platform that builds her brand strategically in her new home state
A FRESH START IN A NEW STATE
After getting married and moving across state lines to Georgia, Tracy had to rebuild her business from the ground up. To compete with local Realtors who had long-term and family connections, Tracy decided to use SmartTargeting as a way to segment, market and build relationships with the homeowners most likely to sell in her area.
BUILDING A BRAND WITH A NEW DEMOGRAPHIC
Tracy’s local homeowners are older, so she knows to engage them with multi-dimensional marketing campaigns. In addition to SmartTargeting postcards and mailers, she occasionally purchases local advertisements. But her follow up is personal and engaging.
"On recommendation from my client services manager at SmartZip, I follow up to all respondents with a handwritten card on expensive, orange stationery. My ‘Just listed’ and ‘Just sold’ cards and other marketing pieces are orange, too, so respondents start to recognize my brand."
Tracy keeps track of all her SmartTargeting responses, and follows up personally with them once per month using branded, bright stationery. In most cases, she tries to find market activity on their block, and tells them of local sales numbers and trends.
AVERAGES A NEW LISTING EVERY 60 DAYS
Being a dedicated SmartTargeting user, Tracy is definitely enjoying the increase in business. Tracy averages a new listing every 60 days from her SmartZip farm not including referrals. Tracy understands the tools included in the SmartTargeting platform and knows how to leverage them. In addition to the marketing package she purchased, she sends quarterly customized letters and post cards to her targets. With her continuous marketing and people skills, Tracy is ensuring that her targets know who she is and as a result she stays top of mind.
“My listings half way through this term have combined list price of just under $3m, with an income so far of just over $30,000. I am plugging my way thru my third year and have enjoyed success from SmartZip. When new agents ask for advice on how to get success from SmartTargeting I like to tell them, you are only going to get out what you put in. SmartTargeting helps to put me in front of the right people, which then helps me do my job even better. ”
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