Module 2-2–Lead Generation Defaulted Properties

Transcription

Module 2-2
Module 2-2–Lead Generation Defaulted Properties
REIProfessor
Castle Publishing LLC
M2-2
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1
Module 2-2–Lead Generation Defaulted
Properties
Outline:
1. Overview to Determine the Right Cost-Per-Deal Plan
2. Marketing to Submission Action Flow Plan
3. Customer Acquisition Through Zillow
4. Preforeclosures List Acquisition
5. Jeff’s Note: Full Automation of Lead Generation
6. Mailers , Flyers and Leave-Behinds
7. Using a Website With Search Engine Optimization
2
1-Overview:
This part two in Lead Generation will allow you to get
deals submitted into the Defaulted Loan Settlement
Program. It is recommended that you listened to the
Webinar Overview on Module 13 which was also
delivered to you in the last video of the Kickoff Series.
These are people that the lender has filed a Notice of
Default (NOD).
BEST CANDIDATES FOR THE PROGRAM
90 Days within the foreclosure, $200,000 or greater in value,
vacant, rentable condition and not listed on the MLS
You don’t have to have a large budget and you don’t have
to spend anything if you use agents, or drive a property to
drop off a door leave behind. (These are letters, post
cards or marketing packages) Module 12 goes into detail
on how to use agents and the MLS to get the exact target
to our filters properties prospects. There are supporting
videos which take you step-by-step through the process
of working with agents to generate these leads. The
videos are comprised of revealing conversations,
supporting emails, and scripts. Lead Generation through
an agent creates one more step in the conversion
process: You have to explain the Prosperity Partner
Program to the Agent who will try to explain it to the
seller. An agent who has a short sale listing is a VERY easy
3
target; the agent already has the seller’s number and
trust.
This module will provide the details of how you can go
directly to owners in preforeclosure. You have your one
chance to explain the program after they see the
marketing message. By far the cheapest, fastest and most
productive thing you can do is simply to locate someone
behind on payments and send them to our team, in order
to receive their phone number.
The Prosperity Partner Program has so many benefits that
8 out of 10 owner’s we speak with want to move ahead!!!
That is an astounding number. The benefits are clearly
articulated in the Conversion Module Part 2 as to why the
program is so strong. Skip Tracing can be done one at a
time or you can get an entire list of people that fits the
given criteria.
4
https://xe207.infusionsoft.com/app/orderForms/Property
-Owner-Searches
In order to deploy a mail campaign you purchase a list
and the mailer and postage. If you invest $500 in a direct
mail campaign at $1.20 per letter you have reached out to
400 people. ($500/$1.20) Your response should be 2-3%
or 8 calls. (400 people x 2%) If you skip trace 400 of the
same prospects you have invested $500. (400 names x
$1.25) Which do you think will produce the best results?
Which makes more since: A onetime touch via letter or
numbers that you can continue to call, to text and to
leave messages?
5
Submitting to skip trace 400 names will result in
approximately 87% hit ratio. You should receive about for
348 actual phone numbers. (400 x 87%) You pay per
number of the names sent to the bulk skip trace plan.
Approximately 243 or 70% of 348 numbers will result in
good cell and land line numbers.
That means you can continue to call the 243 people over
and over. In general, by skip tracing 20 names, you will
likely get one person whom you can get on the line with
us. Using a formulaic approach, let’s compare these two
most common ways of generating leads. There are two
very critical numbers to determine: The cost per lead and
the probable cost per deal.
What is the MAILER cost per lead formula?
MAILER FORMULA $500 Cost/8 calls= $62.50 cost per lead
(phone call)
Now what is the cost per leads for skip tracing? In this
example let’s assume we added one voice blast and one
text blast spending approximately $550; results vary. Let’s
estimate that you have called all the phone numbers
once, deployed one text and one additional voice blast.
Estimating an 8% response of 243 names (243 x 8%) = 20
people you have spoken with:
SKIP TRACE FORMULA (Cost/responses)
$550 Cost/20 calls= $27.50 Cost Per lead (phone call)
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Getting our team on the phone with 15 of these people
means that we will convert about 80% or 12 people who
are interested and want to know more, in order to take
the steps to enter program.
Working with 12 people we lose about 80% who don’t
take immediate action to join the program. Instead, they
do a bankruptcy, get a foreclosure defense attorney, or
just give up and decide to let the house go. This leaves
about 4 people who will sign on and enter their house
into the program.
What is the actual DEAL cost per lead formula?
MAILER FORMULA: $500 COST/3 DEALS= $166 Cost Per Deal
MAILER DEAL COST PER DEAL MATH: 8 People x .80% we convert
(6.4) x 20% sign on: 2 Deals
SKIP TRACE FORMULA $550 COST/6 DEALS=$91 Cost Per Deal
SKIP TRACE COST PER DEAL MATH: 15 People x .80% we convert (12)
x 50% sign on: 6 Deals
Why don’t more people do the Skip trace campaign? It’s
faster, the deal yield is double and the cost per deal is
cheaper. People are afraid to get on the phone.
The solution:
Use an outbound call team to get the seller scripted and
submitted through the website at
www.ProsperityPartnerProgram.com
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TO USE OUR FULLY-TRAINED VERTUAL ASSISTANT TO
MAKE OUTBOUND CALLS TO THE PHIONE NUMBERS
THAT ARE BULK SKIP TRACED FOR YOU:
See:
Module 4: Seller Conversion to Defaulted Loan Audit Program
After you generate the lead, we will help you talk to each
homeowner so we can make sure the program is
communicated in a consistent manner.
8
This will help to ensure that you have a higher percentage
of submissions. The best thing you can do is get the best
prospects to us. Short sales where the agent has given
up and the property has been vacated are the best of the
best.
That said, we can start with properties that the seller is
still living in, but that does take an additional step and
delays the money. In such cases, we are renting the
property on a short term basis to cover any expenses
generated, such as painting and carpet in order to make
the house rent ready. The rental income also helps to
offset ongoing researcher fees and court costs, and
sometimes attorney fees.
We use the asset (house) to help monetize costs such as
the above, and to launch the project so the seller
becomes our partner and can financially benefit from the
net proceeds of the sale.
The flow chart process in the next section better explains
how the marketing launches each step in the process.
As you know, we are using a website which you will send
people to -- AFTER YOU HAVE TALKED TO, AND
MARKETED TO THEM. If you are using the bulk skip trace
and Trained Virtual Assistant, she is directing the seller to
the page.
http://prosperitypartnerprogram.com/
9
You do not have permission to use this website in your
marketing; this site is to enhance credibility -- only after
you/your assistant have spoken to them and have built a
rapport.
We recommend you use your own site with your BIO, which we
will help you set up, so that you can be the local go-to person
for them. This is covered in the last section of this module
Using a Website with Search Engine Optimization
If you do create specialized marketing pieces, please run
them by Jeff at [email protected] for him to approve
and help to improve the copy.
10
WE DO THE REST: Jeff, Skip, Steve or another member of
the team will get on the phone to provide your prospect,
verbally, with the options as to why they would want to
use the program, and what we think we can do for them.
We create the docs, hire a mobile notary, talk to their
attorney, get the docs signed, and get them “on board”
and into the program.
YOU JUST NEED TO FIND THEM
Now let’s get this lead
generation party started… 
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2-Marketing to Submission Flow Process
Each module for the defaulted loan program has an activity
flow that allows you to see the next steps to get to the end
result:
12
#1-Run Online
Ads
#5-Drop Mail
Campaign
#9-Collect
Loan Audit
Docs
#16-House
Sold Generate
$$
#2-Get
Preforeclosure
List
#6-Seller
Prescreen Call
#10-Detailed
Audit
Performed
#15Settlement
With Lender
#3-Filter List
for Best
Properties
#7–Submit
Intake Form
#11-Property
Inspection
#14-Property
Leased
#4-Skip Trace
Owners for
Phone
#8-Determine
Fee
Arrangement
#12-Control
Docs
Generated
#13-Mobile
Notary
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3-Customer Acquisition through Zillow
Warning: Zillow can be old and outdated. It’s best to
double-check the data against county records or purchase
a list, or upgrade to a service like
www.Preforeclosure.com. On Zillow, at the bottom of the
individual property information page, there will almost
always be a date when the NOD was filed and when the
sale was supposed to have occurred. We will show this to
you.
Zillow is free, and you can access listings by simply typing
in the city and adding the filters you are looking for. Let’s
go see what is available in Asheville NC. Notice that the
BUY tab is clearly clicked:
Below, you add your filters. Look at the results after you
add the following filters: Pre-foreclosures and DESELECT
ALL ELSE!!
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In Ashville, NC on Zillow -- just for preforeclosure -- there are 40 properties:
Next, add a Minimum value of $200,000 and the search shows 16 properties.
No MAX
15
The Final Filter is Houses Only: The results are down to 15.
Look to the right and see the number:
Click the first one and let’s see if it’s listed…
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No MLS Number
17
Take a look at the date: Today’s date at time of updating this manual is 1-6-16 look
at the sale date this is where Zillow has issues:
Served papers on 1-2-16
The dates look good and I am going to save it in my favorites:
Saved
Click Heart
Heart
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Tracking: Now we are going to add this to the person’s Google Docs spreadsheet
which you created via the instructions on the Kickoff series call Google Doc
Spreadsheet:
Always use a way to track what you
have done and measure the results.
A simple Google Doc spreadsheet
can do the trick.
You do this for the following reasons:
Tracking, adding information, adding phone numbers
once you skip trace them, so we know that we have sent
them a letter. We will bulk mail the prospects that we get
from the NOD list we purchase. Again, we try not to use
Zillow, or if we do, we check what we find against
www.Preforeclosure.com to make sure the Zillow date is
accurate.
We also send these letters a few at a time; a stack of
them is kept in the office. As new names come out, you
can pop a few at a time in the mail, or you can locate just
one person you really want to get in touch with, but
whose number is not available . . .
19
Collecting Seller’s Name and Additional Information for Skip Tracing
Mailing or Spreadsheet
Using the example above on the 4 Chateau Place Ashville property, let’s
get the seller’s name and other information.
20
Step One: Google the county which the city is in.
Step Two: Search Google: Buncombe County GIS
21
Use Parcel Look Up. All GIS
(Geographical Information
Systems) are similar in each
county. Agree to the
Disclaimer.
22
Address Here
Look how super cool!
When you drill down, it
will give you the lot
layout, size, owner and
a lot of other
information
23
Below, you see their name and the property tax card. Now you have all you need to submit, and
to contact the owner. A geographic information system (GIS) is a computer system for capturing,
storing, checking, and displaying data related to positions on the Earth's surface.
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4-Preforeclosures List Acquisition
Almost without fail, every city in every state has access to a list of
preforeclosure properties. Google the words “preforeclosure list in
Houston, Texas” and you can save hours of your time by simply
purchasing the list, and filtering the properties you want . . .
BEST CANDIDATES
90 Days within the foreclosure, $200,000 or greater in value, vacant,
rentable condition and not listed on the MLS
Google: “Your City” Preforeclosure list
It will even come up with incorrect spelling!
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Just Preforeclosures
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List Acquisition through Zillow
We mention Zillow because it is one of the ways we target
an area for a personal property to control and move into.
Why in the world would anyone buy a house, rent a
house, etc., when you can live in the house and build
equity through the settlement plan. The researcher team
needs $3,500 to work their magic; then to take payments
at half the market rate as per a special arrangement,
which we have made with them.
27
This should get you excited! You could use Zillow to help
locate that house in the Florida Keys or that townhouse at
the Ski Slopes of Colorado.
With Zillow you would do the addresses one at a time,
calling or dropping them a letter; then popping their
name onto the Google tracking sheet. Anyone can afford
to spend $1.25 to skip trace people and we will help you
get that dream home. And you keep the profits!
For us to locate a seller’s phone number, we need the Property Address in Default,
the Mailing Address, if different, and owner’s name. Without these, we cannot do
the trace. Go to the link below to send us the order, if you have 4 persons or less.
http://www.dealprofitpro.net/?page_id=75
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If you want, us to Batch Skip Trace 5 or more names then email excel
with the information below to: [email protected]
Owner’s last name---Owner’s First name ----Owner’s Middle Initial or
name--- City---State---Zip---
For more information on Skip Tracing marketing, bulk messaging and greater details into the
wonderful marketing methods around skip tracing, please visit….
“Module 8 Skip Tracing”
Another list service can be accessed by signing up for
presforeclosure.com
29
Go Get Deals Anywhere in
the country. Go find your
next dream home
anywhere in the county
like a boss!! ;)
http://www.preforeclosure.com/
You can locate by State County or city:
You can also double-check any Zillow preforeclosure listing against
preforeclosure.com to make sure that Zillow is correct.
30
Date of this research is
1/16. Look how old
this is. Zillow does a
bad job of taking these
old listings off their
site.
31
Pop the address into the
national search to see if it
is still active and not gone
to sale.
GONE!! Bad listing
You can locate properties through Zillow and
preforeclosure.com but it takes time since you are looking
search by search.
32
Many title companies pull lists of Notice of Defaults or Lis
Pendens. Jeff uses a system where he pulls preforeclosure
data in most of all North Florida & Alabama. The list also
has a search feature by lender, value and type of
property.
http://www.metromarkettrends.com/
Any large city has the same type of list service that you
can search with the value of $200,000 or greater.
The list can also be downloaded into excel so you can
start to organize the lists into categories.
Paid list providers have
search features and filters.
33
It even has a feature that
maps the properties.
This list can be
downloaded to excel
like the one below:
34
5- Jeff’s Note: How to automate 100% of your
data searched, and the automation of a THREE
STEP Lead Generation Campaign.
I use a personal assistant aptly nicknamed “Data” that has
access to the preforeclosure data service I subscribe to.
With my busy schedule I want to be talking to partners
and sellers. When I bring a person onto the team, I want
the data to be filtered, collected, downloaded, and
organized in the proper way.
First, this means having the data -- meaning persons,
names addresses and mailing addresses, in a printerfriendly format and in a Bulk Skip Trace-friendly format. I
want the data to be sent to the printer and the letters to
be sent as per my instructions to get them mailed in 10
day increments. This means that a three-step mail
campaign is automated from start, and executed to
completion.
In between the campaigns being dropped, [the meaning
of “dropped”?] I am getting the calls and he [who is
“he”?] is also deploying text message blasts to people’s
cell numbers. We are farming a list of names to see what
responses we can get. In theory we are touching each
person in a targeted area that is in default, with multiple
steps.
35
There is however one additional way to get to some of
the people that are on the list. Have your agent pull short
sale listings: Active, Withdrawn, and Expired. Module 12
Agent MLS Defaults goes into detail for how we do this.
This is an example of “warm” marketing where an agent
already has the person’s information. You are asking that
agent to reach out to the owner to listen to a new
opportunity for them to be able to get their situation
resolved.
This is an example of the data that “Data” is getting for me
on my master spreadsheet: The bright green line shading
represents properties that have a different mailing
address than the property in default.
We share this doc, and I
update each line with
notes as calls come in and
people respond.
Vacant-These are the best candidates for important reasons:
 More motivated owner; has vacated the house
36
 Easier to inspect and start the process
 Can immediately rent the property to offset the cost of the
researcher team and any legal fees
 Can make rent ready repairs faster to get the $$ rolling in
The next spreadsheet separates the names ready for bulk scrip
trace. We will not be able to process bulk skip tracing unless the
names are in this format.
Owner First name---Owner last name----Property Address---City---State---Zip--Mailing Address if Different---City---State---Zip
It’s also the same format that we use with my printer who
takes the variable data and auto- populates it to the
customized letter.
Each week my assistant will add new properties to the list
and those are sent to the printer to be dropped into the
3-step mailing campaign. The mail county that we work in
only has about 5-15 new properties added to the NOD list
each week.
These must be added to the Master list and color-shaded
to show they are new to the list. We track the letter and
when it was mailed and take the responders off the list. If
you don’t have a “Data” person to collect, arrange and
37
deploy the mailing, then you can get a mail house to do it
for you.
A good one for inexpensive automation is:
https://www.yellowletters.com/category
38
6-Mailers, Flyers and Leave-Behinds
The letter that best describes the Prosperity Partner
Program is below. It’s also one you can print at home and
send in low numbers or in great numbers. You can use a
normal #10 White envelope or the Urgent envelope
below: 350 envelopes, 48 cents each ($168.00 purchased
in bulk.)
39
Letter mailed in this envelope:
https://3dmailresults.com/product/9-x-12-urgent-letter-red-orange/
40
THIS IS STEP ONE MAILER in a three-step marketing campaign:
Personal
Personal
Personal
Personal
Personal
41
THIS IS STEP TWO: SIDE ONE 12 x 15 Oversized Post Card that has to get
crammed into their mailbox. Also depicts the benefits of the Prosperity
Partner Program.
42
Write this yourself or printer does it
Benefit-laden bullets tell
the HOME OWNER about
what the program can do
for them. In their face:
WHAT’S IN IT FOR THEM.
43
SIDE TWO: Of oversized Post Card that has to get crammed into their mailbox.
Printer fills in name, or you can get these printed in bulk, writing the address and
name on each one.
Write this yourself or printer does it.
YOUR NAME, YOUR NUMBER
44
STEP THREE: 8.5 X 11 Yellow letter
The text of the letter is MUCH LARGER for your review below. The actual
letter we use and envelope are above.
Campaign Analysis:
There are three very different and distinct letters and envelopes
designed to thread the same message throughout the campaign. Some
people respond to a person letter, (step one). Others don’t open their
mail (step two). Others respond to a personal hand written letter (step
three).
Use these as templates and create your own, or use them just as you
see them here.
DO YOU WANT A POST CARD, LIKE THE ONE IN THIS CAMPAIGN, FOR
YOURSELF?
45
Send a high resolution image of yourself to this email and request the
post card with a phone number. For $7.00 you will get a print-ready post
card -- ready to drop in the mail:
Subject line: Wanted: Custom Post Card [email protected]
Yellow Letter Step Three, From A Broker Who Has A Buyer:
46
Post Card Pricing and Ordering:
Oversized Post Card Pricing:
300 Each Shipped to your Door: $406.16
$1.35 Each + Postage 35 cents= $1.70
---THESE MAKE GREAT LEAVE-BEHINDS--Remember to Add the Owner’s Name and
Address and You Don’t Have To Mail!!
YOUR NAME, YOUR
NUMBER
47
Yellow Letter Pricing and Ordering
Yellow Letter Pricing: Mail Them Yourself
58 Letters, Envelopes, Stuffed & Mailed
to me to Add Stamps (Postage):
$52.30/58 = 90 Cents Each
48
Personal Letter Mail Cost
Personal Letter Pricing: Mail Them
Yourself
103 Letters, Envelopes, Stuffed, With
Postage:
$121.54 Cost/103 Letters = $1.18 Each
49
She does all
three campaign
steps and the
flyers you see
below.
Call or email
her for faster
results.
50
Flyers:
There are great for those of you who have deal finders and people who
want to go door-to-door and drop off some leave-behinds. This flyer is
designed for the Prosperity Partner Program and details the benefits of
the program. These are meant to be dropped off to properties that are
in default and on the NOD list. They can be ordered directly from my
printer. Just contact Christy King 904-571-9363
51
7- Using a Website with Search Engine
Optimization
Coming Soon…
http://www.web.com/site
Step One:
Contact our representative, Angelo, who can get the site purchase:
Angelo’s email is [email protected], or call him at 866-300-5727
ext.128927.
Step Two:
52

Module 2-2–Lead Generation Defaulted Properties

Transcription

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