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CASE STUDY: 2160 ARTHUR AVE Launch week 5/18/15 Listed for $294,900 on 5/22/15 Sold for $290,000 on 5/28/15 Launch Scheduled for 5/24/15 Closed 7/2/15
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6 STEP GREEN LIGHT SELLING SYSTEM& THE PROPERTY LAUNCH FORMULA
With Darren & Kate Mancuso, Kyle Garifo & Dione Saliba
PROPERTY LAUNCH
Sell Your Flips in as Little as 90 Minutes by Deploying the PROPERTY LAUNCH and Our 67 POINT MARKETING PLAN
CASE STUDY: 2160 ARTHUR AVE
Launch week 5/18/15 Listed for $294,900 on 5/22/15 Sold for $290,000 on 5/28/15Launch Scheduled for 5/24/15Closed 7/2/15
CASE STUDY: 14915 ESTHER AVE
Launch week 7/20/15Listed for $264,900 on 7/23/15 Sold for $275,000 on 7/28/15Launch Scheduled for 7/26/15Close Scheduled for 8/13/15
WHO ARE WE SELLING TO?
84% of recent Buyers used financing to purchase their home.
We are marketing to Realtors and Buyers with Realtors!
January 1 2016 N.A.R. report www.realtor.org
84%
WHO’S BUYING HOUSES IN 2015?
88% of all Home Purchase Transactions are Completed with the use of at least 1 Realtor! We are selling to Buyers with Realtors with Financing!
January 1 2016 N.A.R. report www.realtor.org
88%
Young Boomer’sBorn 1954-1963
Older Boomer’sBorn 1943-1954
Silent GenerationBorn 1925-1942
January 1 2016 N.A.R. report www.realtor.org
WHO’S BUYING HOUSES IN 2016?
31%
Gen YBorn 1983-2000’s
Gen XBorn 1964-1982
30% 16% 14% 9%
GEN “Y” IS THE LARGEST SHARE OF HOME BUYERS AT 31%
• A.K.A. “Millennial” / “Boomerang” / “Peter Pan” Gen
• Delaying adulthood rites of passage like marriage, house buying, having kids into later years
• Birth years 1980’s into early 2000’s
• Current ages: 14-33 years old
• 1st step in home buying is to look online
• Gen Y & Gen X are most likely among all generations to look online for properties for sale.
Gen Y
Gen Y and Gen X Buyers using financing to buy their home
Gen Y has the largest share of first time buyers
Gen Y buyers found their home on their mobile device
Gen Y use their mobile device
GEN “Y” IS THE LARGEST SHARE OF HOME BUYERS AT 31%
Silent Generation Buyers using financing
97%
55%
76%
26%
50%+
GEN “X” IS THE SECOND LARGEST SHARE OF HOME BUYERS AT 30%
• Josh is Gen X• A.K.A. “Children of Baby Boomers”• Birth years 1960’s into early 1980’s • Current ages: 34-54 years old• 1st step in home buying is to look online • Gen Y & Gen X are most likely among all generations to look online for properties for
sale. Gen Y and Gen X Buyers using financing to buy their home
Silent Generation Buyers using financing
97%
55%
WHO’S BUYING HOUSES IN 2016?
88% of recent Buyers used financing to
purchase their home.
We are selling to Buyers!
We are selling to Buyers with Realtors!
We are selling to Buyers with Realtors with Financing!
We are selling to Buyers with Realtors with Financing between the ages of 30-55!
We are selling to Buyers with Realtors with Financing between the ages of 30-55 who like mobile devices and technology to look for homes!
88%
January 1 2016 N.A.R. report www.realtor.org
NATIONAL ASSOCIATION OF REALTORS
Young Boomers3rd
Older Boomers4th
Our Property Launch Formula and 67 Point Marketing Plan
are geared towards selling houses to these types of buyers.
16% 14% 9%
Silent GenerationLast
Purchase Price $50,900Improvements $65,000Private Money $115,000Listed $189,900Sold in 90 minutes $194,000 OVER ASKING PRICE Sold it using my Property Launch Formula Darren learned in $40K Flips Coaching ClassesFINAL NET PROFIT $43,395.85“My wife Kate thought this was tacky, but it works awesome. EVERY car that goes by
slows down. 3 people stopped and got out of the car in the 10 minutes it took to put
these in the yard. Bingo!” ~ Darren Mancuso
CASE STUDY: STUDENT PROPERTY LAUNCHDarren Mancuso1612 Marlowe Ave. Lakewood, OHFlipped with none of his own cash or credit
$40K FLIPS STUDENTS PROFIT
BIG TIME
$43,395.85 PROFIT on 12.30.13
Darren‘s 2nd Property Launch Case Study #21 March 3rd 2014
Darren Sold his Last 4 Deals at FULL ASKING PRICE OR HIGHER!
5 RULES THAT SELL A HOUSE
#1 MARKETING #2 EXPOSURE #3 PRICE #4 LOCATION #5 SCARCITY
MARKETINGA Top Notch Marketing Process
EXPOSURE
PRICERETAIL PRICE / OFFERING IT AT A DISCOUNT • Offer the property at least 15% off of its true
value• Right in the median home value• $150,000 List / $119,900 = $30,000 true
real equity • Perfectly staged, renovated and cleaned
5 RULES THAT SELL A HOUSE
2
1
3 • Exterior (Curb appeal) • Grass cut and edged, bushes perfectly manicured • Bald spots in the grass have new sod • Open House atmosphere that feels like a home, not just
a house
LOCATION
5 RULES THAT SELL A HOUSE
5
4
3
In a Subdivision / Development More traffic to a Property Launch Main road , Development pool , Quiet streets, Neighbors, Bus stops for schools , Close to schools, Is it in a top notch school district?
One Property One good deal out there that buyers want • "Won't last long - $30,000 below market value"• Bonuses that disappear at a certain day and time
SCARCITY
MISCELLANEOUS
Style of HomeUniqueness of a HomeMotivated BuyersFloor PlanPerfect World• 4 bed / 2 bath / finished basementMinimum• 3 bed / 1 1/2 bath / hopefully a finished
basement
CREATE A HUGE BUZZ
• Your goal here is to create a HUGE Buzz
• Using “Cell Phone Capture” Technology is just one way we drive people to our house
• Takes 3 full weeks to pull this off and have everything done and ready
IDEALLY A 3 WEEK PROCESS
WEEK OF March 7th Staged / Cleaned / Perfect Condition / All Construction Materials Moved Walk Thru and Punch list
Week 1 Week 2
HYPOTHETICAL SCENARIOProperty Launch on Sunday, March 27th, 2016
Week 3
WEEK OF March 14th All Planning / Creating All Marketing
WEEK OF March 21st Deploy all marketing and execute Very 1st time anyone can see or buy the house
WEEK1: STAGED
• All the construction materials are removed
• Perfect, clean condition• Not a speck of contractor evidence
anywhere• The following Monday / Tuesday I
want to do my walk thru
WEEK 1: PUNCH LIST
YOUR WALK THRU • With blue contractors masking tape • Rip off small piece about the size of your thumb
or thumb nail
FROM YOUR LISTING AGENT • I guarantee you that there will be a small punch
list. Give the contractor another week to fix everything on the punch list
SET AN OPEN HOUSE DATE – March 27th • Allows us to work backwards • Contractors and improvements have a HARD DEADLINE!• Marketing calendar can be reverse engineered
• Have access to a cell phone capture software • Buyers on Fire, instantcustomer.com
• Have access to an email capture software for Email Broadcasting• iContact, Feedomsoft, Realeflow, V4…
STEP 1: OPEN HOUSE DATE
• 100% renovated • Unique offer• Drawing • Free cookies• Give away a TV • Selling it for 15-20% below market
value
STEP 2: MARKET THE PROPERTY
What's unique about your property that you can market?
Why does someone need to see your house more than any other property in that community? • Gated community • Professionally staged • Stainless steel appliances • Wine cellar • In-ground pool • Work from home office • Sell the property fully furnished
REALTOR’S RUN THE PROPERTY LAUNCH FORMULAWe had 34 Buyers walk thru Melody Lane . We SOLD Melody
Lane in 90 minutes This is “Realtor Rob”. He runs the Property Launch for us.
The “Ethical Bribe” = The Drawing The “Total Home Bonus Package” =
ONLY IF THEY MAKE AND YOU ACCEPT A QUALIFIED OFFER = ZERO RISK
REALTOR’S RUN THE PROPERTY LAUNCH FORMULA
OFFER “ETHICAL BRIBE” DRAWING = $200 - $400 SPA / GIFT CARD, IPAD, IPHONE 6• To Anyone who shows up at the Property Launch • Drawing at end of the Open House • This drives in a ton of showings / buyers in just 90 minutesOFFER “TOTAL HOME BONUS PACKAGE” - $10,000 IN BONUSES (RISK FREE) If they make a QUALIFIED offer by Tuesday at 8pm • Patio Set, Mower, Grill, Big Screen TV• $1200 Towards Closing Costs • 1st months mortgage Payment• Staging Furniture • Fridge, Stove, Micro, Washer, Dryer
REALTOR’S RUN THE PROPERTY LAUNCH FORMULA
Drawing ideas with $100-$200• Be Gender Neutral• Be Local• Think “gadgets” • Apple Watch• Drone• Tablet / Kindle Fire / iPad• Golf Trip• Generates foot traffic / people in the front
door
STEP 3: THE ETHICAL BRIBEDecide on the Ethical Bribe Drawing Idea
• iPhone 6 • Sunset Dinner Cruise• Limo and Dinner• Weekend Getaway• Tickets to a Concert or Event• Home Depot Gift Card• Massage Gift Card
STEP 3: THE ETHICAL BRIBE
Psychology• We only need 1 person to be
interested • But that 1 person needs to feel like
they are going to lose the house if they don't write an offer TODAY!
• Have a TON of foot traffic • Have other buyers• Realtors• Neighbors • “If I don't write an offer today I’m
going to lose this house”
Decide on the Total Home Bonus Package IdeaFinal Irresistible Offer
• Closing Costs - $1,000• 1st Months Mortgage - $1,200• Home Warranty - $400• Staging Stuff - $5,000• Washer/Dryer - $600
$3,550 worth of stuffIF they write and we accept a qualified offer by Tuesday at 8pm
STEP 4: BONUS PACKAGE
• Drone - $300• Lawnmower - $200• Bistro Set - $175• Tablet / Kindle Fire / iPad• Fridge / Stove / Micro - $2,500
STEP 5: STAFF
For every 100 calls - about half the people will show
50 people = 5 Reps / Agents
For every 10 people who show - you’ll want 1 Rep there
STEP 6 – MARKETING
Week Prior to Open House Create Sign-up Sheet • PropertyLaunchSignUpMaster.docx
Raffle Tickets • Wal-Mart • Dollar Store • One Stub for Us / One Stub for Them
STEP 6: MARKETINGCreate all the Signs Drawing Signs - Ethical Bribe
Open House Sunday 2-4 pm “Stop By to Enter Our Drawing Between 2-4 pm Sunday”
www.FastSigns.comWhite CorrugatedH-Stakes
“Spa Package Given Away at 4pm Today”
Magnum Sharpie with a 1 Inch Tip “DEAL”
“MUST SELL”
“$30,000 BELOW MARKET VALUE”
Create the Flyers for the Drawing • “Massive Open House Property Launch” • “Sunday (Date) 2-4 pm”• “Stop By and Be Automatically Entered To Win A Spa
Package Valued At $300 To (Spa Location)”• “No Cost Or Obligation To Be Entered” • “Stouffer Realty Welcomes All Real Estate Agents, • All Mortgage Brokers And Bankers, All Neighbors and
BUYERS”• “Qualified Offer By Tuesday (Date) at 8pm Also Gets (Fill In
Offer)” • “Bring A Buyer and Get (Offer)”• “Anyone Can Win!”
STEP 6: MARKETING
Create the Flyers for the Irresistible OfferCreate the Flyers for the Local Realtor OfficesDirection Signs• Put up around the Neighborhood on Tuesday
• “Open House This Way”• “Sunday 2-4pm”
• Re-use Create the MLS Listing
STEP 6: MARKETING
STEP 6: MARKETING• Create the Facebook Event • Create Facebook Ads within 10 Mile Radius of Subject Property• Write the Text Blasts • Write Email Copy to Our Buyers List • Create and Set Up the Cell Phone Capture Phone Number • Birthday Yard Signs - $50-$75• Gnomes, Penguins, Balloons, Pink Flamingo's
• Buy a box of 100 flamingo’s for $100 on Craigslist or Amazon.com • Hire a guy to dance around in a monkey outfit
• www.overnightgreetings.com
Mortgage Broker Handouts• Frank Zubel, Mortgage Broker at Nations Lending Corp • With Computer to Pre-Qualify Walk in Traffic on the spot • Loan Officers
Real Estate TV Showcase Sunday Mornings • 60,000 unique viewers each week • Mortgage company pays for this
Advertise the Property to Josh's Millennium Mailing list • Millennium Flyer to Private Lender Database • Physical Flyer
STEP 6: MARKETING
EMBARRASSING AMOUNT OF MARKETING
Title Company• Email Broadcast Marketing to Realtors in their database
Realtor • Export list of the realtors emails and phone numbers out
of the MLS and Import into Email Platform and Cell Phone Broadcast Platform • Text and Email all Realtors
EMBARRASSING AMOUNT OF MARKETING• All Phone Calls are Directed to Cell Phone Capture
Software (Buyers On Fire) Then Re-directed to the Listing Agent (Rob)
• YouTube / Virtual Tours / iPhone / Flip Cam • Only If The House Doesn't Sell
STEP 6: MARKETING
Buy Staging Stuff• www.cort.com• www.rentacenter.com• Hire a professional stager
• $40 / hr.Provide Free Food• Coffee, Drinks, Cookies, Snacks• Catered Lunch of Sandwiches
Tables and Chairs and Table Clothes Drawing Package worth $100-$200Reward Package
STEP 6: MARKETING
STEP 6: MARKETINGGathering Opt – Ins and Building Your Buyers List • All marketing messages drive traffic to
cell phone capture or website capture • Market your Property Launch hard using
your Buyers on Fire phone number starting Monday
• Once you begin to get showing requests, let them in the property early. Remind them that if they like the property, they need to make an offer prior to Friday to cancel the Property Launch!
8 Weeks Before Property Launch Add a Coming Soon Sign in the Front Yard With Phone Number
STEP 6 – MARKETING DON’T FORGET
MONDAY – 3.21.16 (Pre-Launch Day 1) • MLS listing if going active with professional pics • Realtors Sign in front yard • Craigslist and Backpage marketing goes active (9am, Noon, 5pm) • Facebook Event goes active – invites to all friends • Facebook PPC goes active • www.postlets.com go active and syndicated • www.sellpoint.com goes active and syndicated• Email Broadcast to Buyers List goes active • Title Co. email broadcast to their list of Realtors and Buyers • Email broadcast to all Realtors on your list • Postcards to neighbors using “USPS” door to door
STEP 6 – MARKETING WEEK OF THE PROPERTY LAUNCH – Week of March 21st
MON
TUESDAY – 3.22.16 (Pre-Launch Day 2) • Agent Office Day & Meeting Day• Phone work & Research • White Signs are placed in front yard • Directions are placed in neighborhood and on street corners • Craigslist & Backpage ads (9am, Noon, 5pm) • Facebook PPC continues
STEP 6 – MARKETING WEEK OF THE PROPERTY LAUNCH – Week of March 21st
TUE
WEDNESDAY – 3.23.16 (Pre-Launch Day 3) • 2nd Email Broadcast to Buyers List goes active • 2nd Title Company email broadcast to their list of Realtors and Buyers • 2nd Email Broadcast to all Realtors on your list• Craigslist & Backpage ads continues (9am, Noon, 5pm) • Facebook PPC continues • Drop off flyers at local Real Estate Agencies • Drop off flyers at neighbors houses • Double check all our door signage and flamingo’s
• Replace as needed
STEP 6 – MARKETING WEEK OF THE PROPERTY LAUNCH – Week of March 21st
WED
THURSDAY – 3.24.16 (Pre-Launch Day 3) • Multiple showing requests by now • Let Buyers in and remind them of Open House Sunday• If they like it they need to write an offer NOW • Craigslist & Backpage Ads Continues (9am, Noon, 5pm) • Facebook PPC Continues • Text message to all cell phone captures
• 6:38 PM
STEP 6 – MARKETING WEEK OF THE PROPERTY LAUNCH – Week of March 21st
THU
Our Open Houses are always on Sunday at 2pmPhone Messages • “Why don't you come at 2pm? But if I were you, I’d show up early because we are expecting
45 buyers at the house.” • Anyone who calls
• Realtors• Buyers • Neighbors
• “Thanks for calling. Our Open House is Sunday between 2-4. That’s the first time the property will be available to show.”
• “Please stop by Sunday at 2 pm. We expect 40 buyers to come to the house this Sunday.”
SET AN OPEN HOUSE DATE
Phone Messages • “Anyone who shows up will be entered in to win a
Free iPhone 6 valued at over $500.” • Just for coming.
• “We prefer not to show the house before Sunday from 2-4pm!”• If they insist……• “Yes, Ok I guess I’ll let you show it early. Keep
in mind we’ve gotten 30 calls on this house already so if you are going to write you better do it before Friday.”
• “Oh and by the way if your Buyer writes an offer I’ll include out Total Home Bonus Package worth over $5,000 dollars!”
SET AN OPEN HOUSE DATE
FRIDAY – 3.25.16 (Pre-Launch Day 4) • Craigslist & Backpage Ads continue (9am, Noon, 5pm) • Facebook PPC continues • All Flyers, Staging, Tables dropped off and placed in house • Triple check all our door signage and flamingo’s
• Replace as needed • Property Final Cleaning and Staging and Decorating • Take everything out of boxes and display
• Patio Set, Mower, Grill, TV
STEP 6 – MARKETING WEEK OF THE PROPERTY LAUNCH – Week of March 21st
FRI
SATURDAY – 3.26.16 (Pre-Launch Day 4) • Craigslist & Backpage Ads continue (9am,
Noon, 5pm) • Facebook PPC continues • Overnight Greetings drops of Flamingo’s and
Marquee • (if you aren’t using your own)
STEP 6 – MARKETING WEEK OF THE PROPERTY LAUNCH – Week of March 21st
SUNDAY – 3.27.16 - Money Day/Launch Day – Sunday 2-4pm• Have a Sign-up Sheet in the house• Get Names, Emails, Phone Numbers and Offer Price• 1pm - Deliver All Materials, Food / Coffee• Create an Auction like Open House• Everyone who comes into the house can put their name in for the drawing at
4pm • Text Blast at 9:27 am & 11:27 am• Email blast reminder at 8:30 am • Call all the people that put offers in. Tell them the highest bid. Ask if they can
beat it.
STEP 6: MARKETING - PROPERTY LAUNCH DAY
• Everyone who shows up gets a flyer with “Ethical Bribe” info • Everyone signs in • 10 people to 1 Realtor • Explain the Total Home Bonus Package • Ask them if they are buying and pre-approved • Walk them over to the Mortgage Broker to get pre-approved on the spot • Hand out mortgage flyers of the payment plans • Let them walk around • Ask for feedback and see if they want to write a review
STEP 6: MARKETING - PROPERTY LAUNCH DAY
STEP 6: MARKETING
MONDAY – 3.28.16 – Multiple Offer Day• Call all the people that put offers in.
• Tell them the highest bid.• Ask if they can beat it
• Lock down a Contract
MULTIPLE STREAMS OF INCOME OPPORTUNITIES FROM PROPERTY LAUNCHES
Opportunity = Listing
Leads (B/C Neighbors Notice The Results) Solution =
Have Other Agents Work
Your Launches And Sell These
Buyer’s Houses - You
Get A Commission
Opportunity =
Unrepresented Buyers
Opportunity = Mortgage
Leads For Unrepresented
Buyers Solution = Set A Marketing
Services Agreement And
Get Paid
Opportunity =
Credit Repair Referrals
Solution = Affiliate
Commissions and Get Paid
Solution = Refer Leads To Listing Agents
And Get A Commission
Consulting Agreement • Mortgage Company / Bank
• Agrees to compensate a consultant a flat fee every month for marketing the mortgage company
• Flat fee every month regardless of performance • Mortgage Companies are not allowed to pay a non-mortgage licensed entity for leads
MARKETING SERVICE AGREEMENT
Step 1
Convince a Mortgage Company to give you money for marketing
Step 2
Invest the money into marketing (PPC)
Step 3 Give the Mortgage Company and Realtors access to the database of leads
Step 4 You have access to the leads You are building your buyers list for Free!
Step 5 Refer all non-financeable buyers to a credit repair company. A Credit repair company can pay you. Credit Repair Resources Chad Kusner 866-922-8100 www.crr760.com
6 STEP GREEN LIGHT SELLING SYSTEMQ&A