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Case Study: Buyers
Objective: Triple the volume of buyer opportunities
Arch Subscriber: Chip
Franks, The Real Estate Marketing Place, Killeen, TX. Chip
Franks entered real estate directly out of Texas A&M University.
Two years later he opened his own company, The Real Estate
marketplace. Chip has been a subscriber to the Powerline service
since 2000.
Strategy and Action: Chip's
goal is to close over 100 buyer side transactions a year.
Chip recognized that traditional real-estate advertising did
not generate sufficient leads to accomplish this goal. Chip
also realized that traditional marketing did not distinguish
himself from his competition.
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Chip implemented the Powerline™ and followed the models
suggested in the business building kit. Those models demonstrated
the effectiveness of offering prospective buyers free recorded
information versus forcing the potential buyer to talk to a
live sales agent. Chip feels this eliminates buyer hesitations
and the result is an increase of four to five hundred percent
in buyer leads versus running ads in similar mediums.
The ad templates included with the Powerline™ business
building kit provide headlines, suggestions for placement
and assist in the development of a Unique Selling Proposition
(USP). Chip tested his ad response using Powerline's reports
and developed an effective USP that separates himself from
competitors and brands his teams as "buyer specialists".
Chip heavily promotes his Unique Selling Propositions (USP)
in all his advertising as well as in each Powerline™
recording. Chip offers the potential buyer access to every
home on the market, not just his listings. He offers this
by asking the prospect to press "0" and they will
be connected to an office that will assist them.
"It's easy to test with Powerline. Once you've established
what marketing works best it really is quite simple from there."-
Chip Franks
Result: Chip credits
an increase in business over six-fold since implementing Powerline.
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