Client

Real Estate Franchiser

Project

Sales Development

Project Description

This top 10 Real Estate Franchiser was looking to expand their broker footprint across a number of territories in the US. The objective was to identify prospective brokers and independent brokers, and engage them to set up introductory sales calls.

Given the uniqueness of the contact base and territories, we took a custom technical approach in terms of sourcing contacts. We also specified the outreach channel and focused 100% of our effort there.

Project Specifics

  • Precision Contact Scraping
  • Outbound Systems
  • Territory Strategy
  • Pipeline Growth
Strategy

Taking a binary Persona-Based approach

The market for this company is straightforward: real estate agents and independent brokers within specific territories. Given that, we focused on volume across those two groups with two modes of messaging, one for each group respectively.

This audience was quickly observed to be highly engaged over the phone. As a result, we decided to put 100% of our effort their, with out outreach channel strategy informing our technical setup.

Technical

Direct pattern interrupts to convert meetings

The most unique component of our technical stack was how we sourced contacts, electing to take a custom approach and not use typical contact sourcing tools.

Contact Sourcing:

  • We evaluated various online marketplaces where real estate agent and broker information was best available. Zillow was identified as the most thorough and precise. 
  • We built a python script that would scrape Zillow for contacts for the specific personas and territories we were looking for. The script would output a dataset that included contact name, email, phone number, location, brokerage and persona type.

Outbound:

Outbound system setup was straightforward: We needed a volume-dialing solution that helped us improve time efficiency as well as integrate that data with CRM to track all activity centrally.

  • We setup and configured a volume dialer capable of 10x dials, tuning it to 3x. Tuning it down enabled us to better manage a minimal level of personalization.
  • We integrated the dialer with CRM so that call activity as well as disposition and statuses would be updated, and all data managed centrally.

Our mission was build a pipeline of potential brokers in new territories, enabling the company to expand their footprint into new marketplaces.

Results

Qualified opportunities in strategic new territories

This was a precision campaign powered by sophisticated contact sourcing, elite calling tactics and technical strategy.

Key findings:

  • Key persona detail a clear indicator of prospect quality (did they have or plan on getting a broker license).
  • Informal, jovial conversation employing small talk (i.e. sourcing weather for the location) was highly-effective vs business cases.
  • Tapping into local networks was effective- prospects would often refer to others that they believed may have interest.