Marketing ChannelsUnderstanding where your contacts originate is as important as knowing how to communicate with them. Statistically speaking, approximately 12% of the renting population is actively able to purchase a home and become a home owner. Out of that 12% about 50% are actually the buyers that represent the active real estate market.
What about the other 88% of the renting population? That's our target demographic. This large segment of the population will NEVER own a home because they don't know how, or they don't have the resources, or the support. The following channels are designed to expose our housing program to this segment of the renting population. These channels have been tested and proven to work for more than 6 years.
(1) Craigslist - This is the primary lead generation channel that we use to expose our housing program to the community. Why? #1. It's free. #2. It's the easiest way to get to our target demographic. They need what we have and at this moment in time craigslist represents the best way to get to that demographic of people. Each craigslist post is either a showcase or inventory home. A showcase home is from a previous participant that graduated from our program and agreed to show their home on craigslist so that renters can see their home and be motivated to call us about that home. Their home is not available because our alumni already owns it. However, just exposing that home to that renter gets them to call us when otherwise they wouldn't. Some might say this is misleading. The fact is that all of our graduates and home owners were renters that called us about renting a particular home. If you ask each of them are they glad they called us about renting a home, every single one of them would say emphatically "yes"! And, if you ask them were they upset that we used this method of exposure to get them to call us, they would say no-way!
|
click here for the Entire Menu
OR enter the topic in the search box. |
One might say misleading and we say "Opening the door". We are opening the door to help them. Each craigslist advertisement showcases a particular home and address with beautiful pictures demonstrating the quality of our custom renovations. The pictures visually stimulate these renters into picking up the phone to text/call us, when they most assuredly wouldn't have otherwise.
Elements of the craigslist post
In many cases, they see the pictures, the location, the rental prices and then they glaze over the rest of the content on that page. That's ok. Knowing this in advance means that you have to be prepared to get them focused on what we need them to focus on. |
(2) Referrals - This is the secondary lead generation channel that we use to expose our housing program to the community. This is the proverbial chicken before the egg debate. Why? Referrals will drive your enrollments more than #1 craigslist. So, why is it #2? It's because craigslist is used to give you a steady manageable base of fresh leads from which you work your referrals. They are hand-in-hand. A referral is simply a contact that came from the database of a contact that you solicited. Learning how to solicit or ask for referrals will determine whether success or failure as an EMD. (See Getting Referrals)
(3) Road Signs - We have over 1,000 pre-printed signs sitting in our shop waiting to go out into our community. This marketing channel is effective at driving contacts to our organization because the most compelling visual you could have is in front of them ---"A-House".
We put our pre-printed signs out on properties and the caller is driving by the property and is excited because they already want that house. The sign says "Rent to Own" Bad Credit OK! It includes our website and your marketing number. The leads will be hot & fresh and they will come at your marketing number fast & furious, when we put them out.
We put our pre-printed signs out on properties and the caller is driving by the property and is excited because they already want that house. The sign says "Rent to Own" Bad Credit OK! It includes our website and your marketing number. The leads will be hot & fresh and they will come at your marketing number fast & furious, when we put them out.