WHY SHOULD YOU CARE ABOUT REAL ESTATE PREDICTIVE ANALYTICS?

If you’re a realtor, you know how much being the first in the door can impact your likelihood of getting a seller listing. Predictive analytics when applied to real estate marketing and utilized correctly can significantly affect how you generate seller leads for real estate.

Four years ago, when Mark Dickson co-founded Offrs.com with Rich Swier, Jr., they realized quickly there was a gap in the real estate industry that didn’t account for the full potential of the digital age. “There was no technology or systems in place to help realtors identify actual seller listings,” says Dickson. After identifying a need, Dickson and Swier assembled a team of Ph.Ds to crunch numbers and create a solution using smart data for real estate to project who will likely sell in a 12-month period.

The premise of their business model is based on Dickson’s previous real estate experience and the use of predictive analytics - a new approach to real estate marketing for seller leads.

So, what exactly is predictive analytics and why should realtors care about this term? Predictive analytics takes past behavior and uses this information to predict what will happen in the future. And when it comes to smart data real estate, it’s a game changer.

According to Swier, using this tool in your marketing strategy allows you “to start with prospects that are more likely to sell than not.” Dickson adds that it’s a way of “being smart with your time and money.” But let’s get into exactly how and why predictive analytics is a proven successful approach to generating seller leads.

Dickson talks about how the realtors use six different touch types (phone, email, text message, digital advertising, handwritten notes, and hosting events) to form relationships. The Offrs.com platform incorporates each of these touch types into a systemic approach to real estate marketing using predictive analytics to determine who realtors should focus their efforts on reaching out to.

Swier makes a good point that 70% of sellers select the first realtor that reaches out to them if they didn’t already have someone in mind or they weren’t referred to someone by word of mouth. Predictive analytics is about knowing who is likely to sell and reaching out to them in a way that appeals to their specific communication style before a fellow realtor does. The other advantage to implementing predictive analytics into your real estate marketing strategy is the ability to scale your business with this model.

“Technology is changing this business,” Dickson mentions in his conversation with Swier. To create a scalable business model, you need to have the right tools, systems, and processes in place. “That’s what Offrs.com and R.O.O.F. bring to the table,” says Dickson.

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HOW TO RUN A SUCCESSFUL FIRST TOUCH CAMPAIGN

Experienced realtors know better than anyone that first impressions are everything. Finding a way to stand out from the crowd and establish your professional brand from the get-go needs to be an important part of your marketing strategy. Offrs.com reviews several pieces of demographic information found via web searches to give you the most comprehensive portrait of your prospects. So when you go to introduce yourself to a new client, you can do so with confidence, and most importantly, a personal touch.

When it comes to first touch campaigns, most realtors make the mistake of spending their funds on mass outreach. Industry trends show that it’s more a quality over quantity strategy that turns the right prospects into leads and eventually closed sales.

Potential sellers want someone who knows their surrounding area and how to bring out the best in their property to get them a higher sale price. Creating a personalized first touch campaign helps realtors and agents earn trust and establish rapport sooner than sending a mass mailer for the simple sake of getting your name out there.

A successful first touch campaign involves three key factors: the medium, the message, and the follow-up. Choosing an effective medium that caters to the way your individual prospects best receive information is the first step to setting your campaign up for success. The majority of people who get direct mailers that are generic and impersonal throw them directly into the trash. Emails are effective when personalized but also run you the risk of ending up in someone’s Spam folder. Cold calls can be scary but they also show that you have confidence and that you are willing to make the effort to really connect with your prospective seller. Knowing the best way to capture and engage your desired sellers may take some research, but will likely return on your investment by saving you time and money in the long run.

Deciding how to introduce yourself and your services is the next step to finding success with a first touch campaign. Telling your potential clients about your experience is all well and good as long as it comes across as a genuine way for them to get to know you and not just a brag sheet. Thoughtful and helpful messages convey a sense of warmth and humility that appeals to many homeowners, even the ones that are not currently thinking about selling but might be interested in the future. Letting them know you’re the neighborhood expert will go miles further than a corporate branded postcard addressed to “Current Resident.”

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OFFRS.COM ANNOUNCES R.O.O.F. - REAL ESTATE OFFICE OF THE FUTURE

offrs.com, the leader in Smart Data and Marketing for real estate, today announced the launch of their artificial intelligence driven system for real estate brokerages. The official launch event takes place at the historic Ritz Theater in Austin, TX, during the annual Keller Williams Mega Camp. This launch party will also unveil, “Raia,” an artificial intelligence assistant that provides marketing automation for real estate brokerages and agents they serve helping them create the real estate office of the future.

"The genesis of ROOF started with predictive analytics and our ability to marry big data with marketing for real estate agents, but today we are excited to launch the first artificially intelligent real estate assistant for brokers - RAIA. She will help brokerages own the future of Real Estate,” said offrs.com Co-founder, Rich Swier.

Artificial Intelligence has begun to surface in applications in many industries, but this will be the first artificially intelligent assistant for real estate agents and brokers that will help them execute important tasks required to grow their business. RAIA will help increase production, improve marketing and be the primary driver for the real estate office of the future.

“We believe we’re solving an enormous business challenge for brokerages by providing data and metric driven business solutions specifically designed to transform our clients into real estate offices of the future. The bleeding edge of technology is where offrs.com is positioned and the opportunity is here for brokerages, now,” said offrs.com Co-founder, Mark Dickson.

The ROOF program combines predictive analytics, artificial intelligence and machine learning algorithms to help brokerages identify, target and touch prospective sellers. In addition to providing Smart Data and a robust prospecting platform, the ROOF program also provides automated services that create a systematic approach to lead generation. “Imagine having a digital assistant leveraging artificial intelligence to enhance fully automated outreach each and every day for a brokerage. We are not just predicting the future, we will be building the future for our customers. The ROOF program is going to ‘wow’ brokerage owners,” said offrs.com VP National Business Development, Frank Chimento.

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OFFRS.COM LAUNCHES FIRST TEN REAL ESTATE OFFICES OF THE FUTURE

Today offrs.com announced the launch of the first ten Real Estate Offices of the Future (a.k.a. R.O.O.F.). Each R.O.O.F. is provided exclusive access to the offrs.com smart data platform and marketing platform. R.O.O.F. clients also benefit from offrs.com’s patent-pending algorithm that predicts future listings and automates lead generation.

"The primary reason we have so much interest in ROOF is because we have automated lead generation for real estate agents and brokers. We leverage big data, machine learning algorithms and automated prospecting to identify home owners looking to sell. " stated Mark Dickson, CEO of offrs.com.

offrs.com has already deployed a ROOF in multiple major markets including Seattle, Los Angeles, New York, Washington, D.C., Tampa and Miami. The first Real Estate Offices of the Future include industry leaders from REMAX, Keller Williams, Berkshire Hathaway HomeServices and members of the Leading Real Estate Companies of the World network.

During the first month of the ROOF program, offrs.com identified more than 1,000 potential listings with a combined market value of over $600,000,000 (and $18,000,000 in gross commission income) for R.O.O.F. clients.

"We see the ROOF program transforming how every real estate office will do lead generation in the future. By combining the power of artificial intelligence and a proven marketing program we will enable our brokerages to be first in line for every listing," claims Rich Swier, Chief Visionary of ROOF.

Search portals like Zillow.com and Realtor.com are the market leaders in buyer lead generation, but until now, no other company has provided a solution for systematically generating seller leads. Currently, 80% of seller leads are created through referrals and existing relationships but recently research has suggested that over 50% of seller leads in the next five years will be driven by predictive analytics and artificial intelligence.

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THE REALTOR'S GUIDE TO SUCCESSFUL ONLINE ADVERTISING

Raise your hand if you’ve found yourself believing that a failed real estate online advertising campaign means online advertising doesn’t actually work for realtors.

Raise your hand if you’re not marketing or advertising expert.

Now, if you have both hands in the air, please put them back on your device so you can scroll and read the rest of this article, because it was written specifically for you.

Marketing budgets are a point of contention for many real estate professionals, mainly because if a campaign effort fails, the channel used is usually where the blame lands. Higher conversion rates are one metric used to identify the success of a campaign and typically those conversions take place on the landing page.

Ah, but half the battle is getting your landing page to appear in search results by using appropriate keywords or pay-per-click advertising such as Google Ads or sponsored links.

Let’s talk about the first step to effective real estate online advertising, which involves understanding how to take your brand to the property owners you want to target. In this case, you want to reach property owners who are likely to sell in the next year. Keywords in your landing page and online copy for your website will get your page to show up in their search, but once they click on the link and arrive at your site, are the correct tools in place to convert them into a prospect?

One common mistake real estate professionals make include using keywords that are too generic to get their page to show up in more searches. While that approach may get your page to show up in a search result, it may also increase your page’s bounce rate when a visitor isn’t converted into a lead. This typically happens because a) their specific needs vary from your services or b) your call to action for conversion wasn’t clear or present upon their arrival to your site. According to Offrs.com co-founders Mark Dickson and Rich Swier, Jr., many realtors give up on Google rather than tweaking things in their advertising approach.

“Success requires realtors to become comfortable with these marketing channels,” says Dickson. Advertising venues like Google and Facebook allow you to use smart data to create custom audiences for your ads. Smart data is the new direction of real estate online advertising and it gives realtors a competitive edge when trying to obtain prospects outside of their sphere.

Another advantage to using these channels is the concept of multiple impressions. Swier mentions that a discerning prospect won’t likely click on your advertisement the first time they see it. They want to analyze and process before they commit and that’s when you’ll see them convert. This is also the reason why smart data and targeting these specific leads repeatedly is so crucial to a successful campaign and higher conversion rate.

Swier also warns realtors about receiving what he calls “false positives” when using beautiful ads that warrant click but don’t necessarily convert. Ads that are well-designed and pleasing to the eye but may not convey the correct message for converting your target demographic are risky business and may drain your marketing budget while leading you to wonder why you’re getting clicks but no leads.

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DATA-DRIVEN DECISIONS IN REAL ESTATE MARKETING

Remember when the idea of robots doing all of the work for us seemed like a futuristic concept? Well, the future of real estate marketing is here and believe it or not, artificial intelligence is already in place. It’s just a matter of whether you are leveraging it to help your business or not.

Realtors who are utilizing the smart data real estate strategy know firsthand how implementing automation and artificial intelligence can help you scale your business. The use of smart data allows realtors to make data-driven decisions when they obtain statistics from campaigns. They are able to then create automated campaigns and approaches where robots and AI make the calls, texts, and emails that specifically target their ideal clientele. This idea of “work smarter, not harder” gives realtors the opportunity to get leads and prospects while they’re working on developing relationships and closing sales. The smart data services and exclusive licensing to select territories provided by Offrs.com empowers realtors to do just that.

Of course, data isn’t free. In fact, big data companies pour billions of dollars into developing algorithms for smart data and these costs trickle down to the consumer level as well. Co-founder of Offrs.com Rich Swier, Jr. makes a great point about the dilemma this creates for many realtors: costs for leads. Data should drive your business decisions but how do you validate the cost for acquiring data? And when customer acquisition costs will be high in certain areas, how can you ensure that the investment costs correspond with the return on investment?

“If you want to make scalable decisions and if you want to repeat what works, you have to invest in the data,” says Swier. Using a system for your smart data like Offrs.com allows realtors to measure their campaign against other realtors to get a true read on their performance and the success of the campaign in the different territories where they are marketing.

Many times people will share extreme experiences of top performing agents and try to pass those isolated instances off as the success standard. This inconsistent data can lead realtors down the wrong path with their targeted marketing approach. When you have the marketing performance data at your fingertips, you can compare campaigns more easily and scale your business accordingly.

Waiting for word of mouth referrals from previous clients, friends or family puts a lot of realtors at a disadvantage when it comes to new customer acquisition. Using smart data for real estate marketing also helps realtors to break out of their spheres by using digital advertising to customize their audiences and gain new prospects.

Don’t be fooled though. While automation of smart data can help you get the leads, it’s still up to the agents and realtors to make the effort and nurture the relationships necessary to get the listings and close the deals.

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GO FOR BROKER!

Real estate brokers and brokerage firms have a lot to offer agents and realtors who come on board in terms of an established name or brand. But what about providing dependable help for the time-consuming yet necessary tasks involved in real estate lead generation?

Being able to automate and delegate these tasks not only provides brokers with a higher value proposition to potential agents – it gives agents a head start for success.

We know brokers have certain goals when it comes to running a successful team, including but not limited to recruitment, revenue, and retention. Getting the top talent on your team, helping them succeed, and keeping them with your brokerage can be a challenge in a competitive market share. Artificial intelligence can help real estate brokers bolster their recruits by monitoring their success, identifying effective strategies, and incentivizing their best performers to stay. An example of AI in real estate is R.O.O.F., the newest program from Offrs.com.

Real Estate Office of the Future (R.O.O.F.) features your own virtual assistant to automate daily tasks involved in lead generation and tasks that you would typically assign to an inside sales assistant. Through the use of artificial intelligence, R.O.O.F. collects consumer data and processes it through the algorithm. Then RAIA (your virtual ISA) puts this information into action.

RAIA is a realtor’s dream employee. She places calls, sends emails, and prospects neighborhoods so all you have to do is focus on building relationships with the leads she generates to get your listings. With RAIA’s simple, user-friendly interface, agents and realtors can interact quickly and effectively to get their daily tasks accomplished and get back to the most important part of their job – building relationships to close deals.

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LEAD GENERATION ON GOOGLE AND FACEBOOK

There are a lot of companies offering Lead Generation solutions that leverage ad networks like Google and Facebook. I thought it would be helpful to provide some insight into how these systems work, and some important tips every real estate agent should know before investing in an online ad campaign.

First it's important to know the basics. How do Online Ad Campaigns work:

First you choose an Ad Platform (The big ones are Facebook and Google, but there are others) Second you develop your Ad and the Call to Action (what is going to get them to click?) Third, you need a Landing Page (something that speeks to the Call to Action). Most people send clicks to the home page of their website, but this can hurt your conversion rate. Ok. So now you have a good idea of the basic needs of an online campaign. AD PLATFORM + AD + LANDING PAGE.

Now it's important to understand the "User Behavior" of different ad platforms too. Not all ad platforms are created equal. The mind set and the user experience of every website is different. Here are the basic differences

1. Google - You have PPC Search and Display Ad options. With PPC (Pay Per Click) Search you are reaching people searching for what you have - so their in the "buy" mind set. This is a powerful ad placement. With display ads you are are "interupting" their browsing experience, but you can extend your brand because it's a banner ad (they will at least see your logo, brand, etc even if they don't click)

2. Facebook - The only option is Display Ads (either in the Feed, on the side). Again, this advertising can get you a lot of impressions (people see the ad) - but typically have a lower click thru rate (because they are busy surfing the website and not looking to click away).

3. Other Websites - Of course there are other websites you can advertise on as well (specific to real estate) which can catch consumers in the mode of shopping for homes. This can be a great place to be, but also remember there may be numerous other agents right next to you, so you end up paying more for the ads due to competitive bids. (this is how many ad websites make more money - they raise the price on ad impressions based on demand).

So now, let's talk about Real Estate specifically.

1. When targeting BUYERS - Because most buyers may not live in the area you sell real estate yet. So you can't really leverage GEO-targeting (in Facebook or Google Display). So you are forced to really rely on Search PPC. You can buy keywords like "Sarasota Real Estate", and so when someone searches that (no matter where they are) your ad will show.

2. When targeting SELLERS - this is a little trickier. The process a home owner goes thru when selling a home typically doesn't start with an "Internet Search" So keyword strategy doesn't typically return good results. They may search for a real estate agent, but only if they haven't already been presented with an option (via referral, someone they know, or someone already contacted them). Display ads is a good way to keep your brand in front of potential sellers, but how do you target Home Owners (and specifically home owners with high potential of selling). This is where predictive analytics comes in.

You can spend a lot of money on online ads, and get a ton of clicks, but not convert. This is probably the most frustrating part of online ads. So you need to make sure you have a system in place to measure success from click to lead.

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Offrs.com Announces R.O.O.F. - Real Estate Office of the Future

Offrs.com launches first artificial intelligence driven assistant for real estate brokerages.

offrs.com, the leader in Smart Data and Marketing for real estate, today announced the launch of their artificial intelligence driven system for real estate brokerages. The official launch event takes place at the historic Ritz Theater in Austin, TX, during the annual Keller Williams Mega Camp. This launch party will also unveil, “Raia,” an artificial intelligence assistant that provides marketing automation for real estate brokerages and agents they serve helping them create the real estate office of the future.

"The genesis of ROOF started with predictive analytics and our ability to marry big data with marketing for real estate agents, but today we are excited to launch the first artificially intelligent real estate assistant for brokers - RAIA. She will help brokerages own the future of Real Estate,” said offrs.com Co-founder, Rich Swier.

Artificial Intelligence has begun to surface in applications in many industries, but this will be the first artificially intelligent assistant for real estate agents and brokers that will help them execute important tasks required to grow their business. RAIA will help increase production, improve marketing and be the primary driver for the real estate office of the future.

“We believe we’re solving an enormous business challenge for brokerages by providing data and metric driven business solutions specifically designed to transform our clients into real estate offices of the future. The bleeding edge of technology is where offrs.com is positioned and the opportunity is here for brokerages, now,” said offrs.com Co-founder, Mark Dickson.

The ROOF program combines predictive analytics, artificial intelligence and machine learning algorithms to help brokerages identify, target and touch prospective sellers. In addition to providing Smart Data and a robust prospecting platform, the ROOF program also provides automated services that create a systematic approach to lead generation. “Imagine having a digital assistant leveraging artificial intelligence to enhance fully automated outreach each and every day for a brokerage. We are not just predicting the future, we will be building the future for our customers. The ROOF program is going to ‘wow’ brokerage owners,” said offrs.com VP National Business Development, Frank Chimento.

About offrs.com

Since 2012, offrs.com has been a leading provider of Smart Data and Marketing products and services for real estate agents and brokerages. With flagship programs like R.O.O.F. (Real Estate Office of the Future) offrs.com leverages artificial intelligence to automate lead generation for real estate brokerages and agents. Offrs.com serves thousands of real estate professionals from all major national franchise brands and large independent real estate brokerages.

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offrs.com Launches First Ten Real Estate Offices of the Future

Leveraging Artificial Intelligence and predictive analytics, offrs.com works with top brokers to launch R.O.O.F. in major cities across the United States to revolutionize lead generation.

Today offrs.com announced the launch of the first ten Real Estate Offices of the Future (a.k.a. R.O.O.F.). Each R.O.O.F. is provided exclusive access to the offrs.com smart data platform and marketing platform. R.O.O.F. clients also benefit from offrs.com’s patent-pending algorithm that predicts future listings and automates lead generation.

"The primary reason we have so much interest in ROOF is because we have automated lead generation for real estate agents and brokers. We leverage big data, machine learning algorithms and automated prospecting to identify home owners looking to sell. " stated Mark Dickson, CEO of offrs.com.

offrs.com has already deployed a ROOF in multiple major markets including Seattle, Los Angeles, New York, Washington, D.C., Tampa and Miami. The first Real Estate Offices of the Future include industry leaders from REMAX, Keller Williams, Berkshire Hathaway HomeServices and members of the Leading Real Estate Companies of the World network.

During the first month of the ROOF program, offrs.com identified more than 1,000 potential listings with a combined market value of over $600,000,000 (and $18,000,000 in gross commission income) for R.O.O.F. clients.

"We see the ROOF program transforming how every real estate office will do lead generation in the future. By combining the power of artificial intelligence and a proven marketing program we will enable our brokerages to be first in line for every listing," claims Rich Swier, Chief Visionary of ROOF.

Search portals like Zillow.com and Realtor.com are the market leaders in buyer lead generation, but until now, no other company has provided a solution for systematically generating seller leads. Currently, 80% of seller leads are created through referrals and existing relationships but recently research has suggested that over 50% of seller leads in the next five years will be driven by predictive analytics and artificial intelligence.

"In the United States over 5,000,000 homes are sold each year and the opportunity to be the leader in not only predicting who will sell, but also connecting the seller to a quality Real Estate Office of the Future, is exciting to us. " concludes Mark Dickson.

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Smart Data Real Estate and the Future of Real Estate Marketing

Nearly 90% of realtors use direct mailers as one of their marketing outreach methods. What many of these realtors may not know or realize is that a mass mailing has one of the lowest conversion rates when it comes to generating real estate seller leads.

Nearly 90% of realtors use direct mailers as one of their marketing outreach methods. What many of these realtors may not know or realize is that a mass mailing has one of the lowest conversion rates when it comes to generating real estate seller leads.

Some realtors send out a mailer to every door in the area any time they get a new listing to use it as a testimonial for their business acumen. Smart data real estate strategy has proven time and time again that prospects don’t respond to generic mailers, but rather to specialized marketing campaigns. That’s another reason why digital advertising isn’t a one-shot guaranteed lead generation method either.

Banner ads and email lists without a carefully crafted message that accurately represents the brand and speaks to the potential seller is likely to fail to convert real estate internet leads as well. These methods often come up short for conversion because the demographic didn’t necessarily ask for it. Another reason digital campaigns without a clear message are overlooked is that there’s no call to action.

Mark Dickson, co-founder of Offrs.com, recommends realtors give their own copy a “smell test” to analyze the content they are sending out and honestly think about how they would respond to it if they received it in their inbox or mailbox. Too often, realtors focus more on their logo and get that confused as the main representation of their brand when in fact their communication methods and content are an even stronger factor.

“Your brand is your messaging – it’s everything you send out,” Dickson says.

When creating specialized messages, you can use smart data real estate to build better relationships. Offrs.com territory filters allow you to subdivide an area based on specific demographic criteria. It’s not just about discovering listing leads. The future of marketing with smart data involves word of mouth referrals just like “old school” real estate marketing.

Investor properties and word on the street (literally) are ways that agents who market to the leads brought in by Offrs.com territories can get more business and leverage their exposure in a specific area. While realtors and their ISAs might get about 100 phone calls logged each month, the Offrs.com automated call system makes 1000 calls a month to generate and verify potential seller leads on behalf of our territory licensees.

Realtors and agents don’t always have time to be their own marketers and telemarketers. In fact, Offrs.com co-founder Rich Swier, Jr. points out that agents who outsource these tasks see the most success because they have more time to build actual relationships and close sales rather than generate leads through marketing.

Dickson reiterates that consistency is key for the success of a long-term marketing campaign. “A lot of times people give up too quickly,” says Dickson. Some of the most successful realtors have seen their success materialize over the course of years rather than a shotgun approach to their initial touch campaigns. Swier also provides insight about “the hill effect” of initially taking the time to gear up early campaigns and build the right, meaningful relationships to get over the hill and see the referrals and dividends come through thereafter. Continuously marketing is necessary to keep the pipeline filled and that’s where the consistency concept is lost on a lot of realtors who are not familiar with marketing and business development but want to simply close deals.

Watch the full video of this conversation (“Episode 2: The Future of Marketing”) to get all of the insightful advice shared between Offrs.com co-founders Mark Dickson and Rich Swier, Jr.

Get better seller leads today. Schedule a demo with one of our consultants and find out how Offrs.com can take your real estate business to the next level.

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offrs.com Reviews on Glassdoor.com

offrs.com achieves 5 star ratings and reviews on Glassdoor.com

offrs.com is proud to have achieved a high ranking on Glassdoor.com. We pride ourselves on building great products with great people. We have maintained a 5 star rating with Glassdoor.com since we started.

Here are some reviews here.

What is Glassdoor?

Glassdoor is one of the fastest growing jobs and recruiting sites which has reviews by employees and vendors.

Glassdoor holds a growing database of millions of company reviews, CEO approval ratings and reviews, salary reports, interview reviews and questions, benefits reviews, office photos and more. Unlike other jobs sites, all of this information is entirely shared by those who know a company best — the employees. Add to that millions of the latest jobs — no other site allows you to see which employers are hiring, what it's really like to work or interview there according to employees, and how much you could earn.

Who is offrs.com

Since 2012, offrs.com has been a leading provider of Smart Data and Marketing products and services for real estate agents and brokerages. With flagship programs like R.O.O.F. (Real Estate Office of the Future) offrs.com leverages artificial intelligence to automate lead generation for real estate brokerages and agents. Offrs.com serves thousands of real estate professionals from all major national franchise brands and large independent real estate brokerages.

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How to generate Seller Leads

Generating Leads requires more than just data and tools. You need to dedicate time and create a process that is consistent and leverages best practices.

I am by no means an expert in Real Estate. My background is primarily in online marketing, math and building web apps. When I got started working in the real estate industry (starting offrs.com - a tech company focused on helping agents/brokers) about 3 years ago, I had a lot to learn about the industry, about agents and most importantly on "real estate marketing".

My first focus was "seller lead generation". So I surveyed agents and brokers on what they were currently doing, and the answers were pretty much all the same 1) Word of Mouth / Referral 2) Postcards 3) Networking. So as you can imagine my wheels were spinning on how we could add the power of technology into the market to expand and improve on how agents generate seller leads.

The first step in any marketing campaign (or for any business to operate) is to identify your market. So...

STEP 1: Where is my customer?.

Well, the answer is "every house". So this poses a problem. Nobody has the time or budget to market to every home owner, especially if it requires multiple touches and a genuine conversation to build a relationship. So you should identify a "Territory" where you feel you have the best chance of winning business. It could be the neighborhood you live in, or an area where you feel there is little competition. Remember, the territory will become your "product" and you will need to be the "expert". So pick something that will suit you and your vision for your business.

Next... we need to target homeowners who are looking to sell (Not Easy). So this is where my background in math kicked in. What if we can identify home owners more likely to list their home and respond to our marketing. Obviously, this would greatly reduce the number of homes I would need to target.

STEP 2: Identify home owners most likely to list their Home.

Of course this is not easy. We ended up building an algorithm that takes in consideration hundreds of variables, and requires access to massive databases of properties and consumers. Remember, it's not just the algorithm, but also the data itself. Having easy access to all the home owners in your area, phone numbers, mailing address, emails, social media links are all required to put together a marketing campaign. If you don't have access to this data and algorithm, then you may have to brute force and knock on every door, every 3-6 months. Not easy.

STEP 3: Create your "Campaign"

This is where most agents don't invest the time (and money) needed to really stand above the competition. Unfortunately, if everyone is sending the same postcard, with the same design and layout - the consumer begins to become numb to it's effect. We all have experienced this on the web, where we ignore banner ads, because we know what they look like and where they are - so we just don't pay attention to them. This means you need to really step up the game, and come up with unique ways to highlight your marketing (even if it's a direct mail). You also need to think about creating a multi-touch campaign leveraging other channels (phone, email, social media, online ads, letters).

So instead of relying on Just Sold, Just Listed - think about what can help you build a true relationship with the home owner. How do you create a "digital bond" with every home owner. This is the "Holy Grail" of marketing. If you have a home owner who values your monthly email, or sees your facebook posts, or responds to your txt messages - you own that listing.

It's not easy. It does take time. But it will secure your place at the #1 agent in the area.

STEP 4: Keep the Conversation Going.

Once you identify a home owner and created a connection, they may not be looking to list their house tomorrow, so you need to keep the conversation going. Implement a system to do "sphere marketing" where you send them a friendly txt message every so often, add them to a email newsletter or simply remind yourself to call during holidays. Once you have created the "digital bond", you are in first position to get the listing (unless they forget about you). Don't let them forget you are the expert.

I hope these simple steps explain how to generate seller leads. It is definitely a long term commitment. There are no short cuts to building relationships, but there are amazing tools that can automate the front end (identifying potential sellers) and on the backend (automating sphere marketing).

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offrs.com voted best Predictive Analytics platform for Real Estate

offrs.com is proud to announce our continued success in customer service and providing outstanding value to the real estate industry. With over 4,000 agents using our platform, offrs.com reviews continue to be tracked on popular review sites including Google Reviews, Crunchbase and other reputable review websites.

"Our company has always been focused on providing value to our customer", says Rich Swier. "Some of the efforts we are most proud of is our unlimited free online training for all our customers, and our community help center where we respond to questions on a daily basis and share the insights with our customers to help them improve their business.

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offrs.com - We predict future listings for Real Estate

Mark Dickson thinks he’s gotten pretty close to predicting the future — at least in the world of residential real estate.

As founder and CEO of Sarasota-based offrs, he runs a startup that can tell Realtors which homes in a specific territory are most likely to be listed for sale in the next year. With that information, Realtors and brokers can then concentrate their marketing efforts on the most receptive targets.

“Big data and predictive analytics are really the future of marketing in every industry,” says Dickson, a former commercial real estate broker in Jacksonville and Washington, D.C. “We’re able to create custom audiences using our predictive analytics so that Realtors can advertise only to the people we believe are most likely to sell their home in the next 12 months.”

The company began in a garage in Dickson’s Lakewood Ranch home in January 2015. It started with a focus on Florida and Washington, D.C., and now it’s now expanded to 42 states and works with some 2,000 Realtors at firms such as Keller Williams, Sotheby’s International Realty and Coldwell Banker. (Dickson declines to provide any sales/revenue figures.)

“And we’re continuing to grow significantly,” says Dickson. “By the end of 2016, we’d like to have full national coverage.”

To get there, offrs plans to add 10 employees to its current Sarasota staff of 20, and increase its number of field-based sales reps from 20 to 60.

The company’s forward-looking information comes from an algorithm that leverages property and consumer data. Dickson developed the initial basis of that formula with the help of business partner Rich Swier, co-founder of Sarasota co-work space and business incubator the HuB, where offrs is headquartered. The pair then worked with Ph.D.s in statistical analysis to refine the algorithm and take the most scientific approach possible in identifying the properties most likely to be put on the market.

The algorithm looks at dozens of variables that can impact home sales. That’s everything from loan-to-value ratios and age of the youngest child in the household to how long people tend to own homes in a specific neighborhood. Properties are given a score from zero to 100, and those with ratings over 70 are considered prime targets.

“At that point, we would recommend the Realtor reach out to them on a monthly basis,” says Dickson. “And ultimately if that person is going to list their house, we’ve given the Realtor we work with a competitive advantage to be the first one in the door to secure the listing before anyone else.”

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