CASE STUDY 1 - The Fast Sale Network
Below Market Value Property Leads
The Fast Sale Network approached us with their existing business model and explained that even though they were happy with the quality of the leads received via their local and national press advertising, they were not generating enough leads to grow their business to the requirements they had set themselves. They had tested other methods and they were having problems with the quality and conversion of their online leads.
Our Proposal
By using our network of data suppliers, questionnaires, surveys, SEO partners and call centres, we informed The Fast Sale Network that we could generate the details of a substantial amount of potential residential property sellers at below market value.
Our idea was to gather the data and send the prospect a simple post card with a call to action that would be answered directly by The Fast Sale Network. By using a low-key approach we found the prospect was more receptive to the proposition and even though the leads were received with full name and postal address we posted the card to ‘The Occupier’ only...leaving out their full details. The post card was very simple and asked the prospect if they were interested in selling their property quickly (even though we already knew they were interested). If the answer was yes, they were asked to call a free telephone number for further information.
The reason we used this method was because through experience we discovered a prospect who wished to sell quickly was usually selling the property due to a stress related reason including a death of a family member, divorce, loss of job, relocation of job, emigration or financial difficulty. The last thing they needed was an intrusive piece of direct mail and the most important thing was to get them on our side.
The Results
The Fast Sale Network now constantly uses this model and 15% response rates with a further 15% conversion from prospect to client is the norm. This method of marketing has reduced their cost per sale and is now proving more effective than off the page advertising in local and national press. By helping them to achieve their goals they have made a strategic decision to shift the emphasis of their marketing budget from the press to The Lead Management Company.
