Case Study: Drip Marketing Objective: Establish effective drip marketing to past clients and prospects. Arch Subscriber: Paula Peek, Re/MAX Equity Group, Portland, Oregon. Paula Peek and assistant Judy Janowitz have been selling real estate since 1979. Paula has achieved great success as a broker for RE/MAX Equity but is just as proud and wishes to focus on her contributions to establishing a local chapter of "Street Kids", instructs classes on CPR, First Aid and earthquake preparation is committed to working with the homeless and volunteers in various other activities. Paula has been a Powerline subscriber since 1996.

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Strategy and Action: Paula and Judy have three goals: to develop the most qualified farm, to deliver value to that farm area and lastly to generate recognition and brand.

The backbone of Paula's marketing campaign is Powerline™. Its ability to generate leads and automatically log the prospect's name, address, phone number and what caused them to respond into a database for them is critical.

Their drip marketing plan consists of a multi-step, sequential mail-piece offering that always presents something of value to the client. By sequential, they mean that each mail-piece is related to the prior one. The initial piece is created, generated and mailed directly from their Powerline™ system using the Powerline™ automatic mail fulfillment option.

They download the database created by Powerline™ into Paula's proprietary drip marketing scheme. Paula's marketing campaign is focused on building value. Much of their mail offerings have been designed by Hobbs Herder Advertising. According to Judy, "Our ads are not about "We're the top this or top that'; they're about 'We listen; we solve problems.'"

The scheme includes mailings within predetermined time periods of "power" cards and brochures, a "keep in touch" program, name recognition with logo cards, "thank you" offerings and invites to private parties.

"The best thing about Powerline is that it is really perceived as a service by the caller. We always give them something they value when we learn what they need, whether it is information on a listing, the name of a good lender, tools for finding other properties, etc. I have never had a person upset with us after my first call to them, and without exception, they end the conversation by saying "Thank you for calling."- Judy Janowitz

Result: Paula and Judy generate about 425 qualified leads every quarter using Powerline™. They have achieved brand in their community and are recognized as one of the top brokers in Portland.