I love RPR - Realtors Property Resource.
I can’t get enough of this easy to use, incredibly effective tool. While RPR is well known for creating impressive CMAs, you might be surprised by its potential for Real Estate marketing. In fact, we use RPR everyday in our marketing department.
Here are a few new twists on some of RPR’s most popular reports and how to use them in your own marketing strategy:
The Neighborhood Report
What it is: RPR’s Neighborhood Report is a comprehensive guide to an area’s current housings stats, people, economy, and quality of life.
Lead Nurturing Twist: Looking for ways to engage with online leads? Email them the Neighborhood Report -
“I noticed that you were looking at homes in XYZ area, and thought you might find this helpful. It’s a complete report on the area and includes info from the housing to the quality of life. I was happy to see that the average commute time was under 15 minutes! Is your commute important to you in your home search?”
Try to start a conversation. (If you're curious, I got that commute time from Clermont, FL's Neighborhood Report.)
Lead Capture Twist: Use the Neighborhood Report as a call-to-action or CTA. If you write a blog about a neighborhood, invite people at the end of the post to download The Neighborhood Report. Describe how they can learn more about the area, and be sure to include a photo. You could do this by simply requesting that they email you.
If you’re more advanced, you could create a page on your site where the visitor fills out a form to download the report. You can see examples of this tactic on our blog, HomeTalk.
Insider secret: After testing and testing, we’ve renamed the Neighborhood Report - The Ultimate Guide to (insert neighborhood)’s Real Estate, and use it as a call-to-action on our blog.
Don’t write a blog? Incorporate your Neighborhood Report on a related page of your website or use it as a CTA on a postcard.
Property Report
What it is: The Property Report includes detailed information about a particular property such as the home’s estimated value, local market stats, and area information.
Past Customer Follow-up Twist: We all know how important it is to stay in touch with your past buyers. Continue to provide value by mailing them their Property Report once a year and include a nice handwritten note.
This report will show an estimation of how much their home is now worth and include market stats for their neighborhood.
"Mr. and Mrs. Buyer based on my analysis, I'm estimating that your home is worth $40,000 more than when you bought it! If you've been considering selling, now might be a great time to do so. Have you made any improvements since I last saw your home that might affect the value?"
Try ending with a question instead of the typical "contact me when you're ready to sell."
Market Activity Report
What it is: A market snapshot that can include new listings, price changes, and sales.
Lead Capture Twist: We’ve renamed this RPR Report - “The Ultimate List of Homes for Sale in XYZ Neighborhood.” You can use this a CTA on your website, blog, or as a CTA on a postcard or print advertisement.
If you're advertising a listing in the newspaper, try this -
"Want to be one of the first in-the-know about new homes on the market, get your copy of the "Ultimate List of XYZ Neighborhood Homes for Sale". Email me at agent@eragrizzard.com and include "ultimate list" in the subject line."
RPR reports can be used at open houses, when working with buyers, on listing presentations, or as a part of your Real Estate marketing strategy. The best part? They take hardly no time at all to make!
What creative ways do you use RPR? I'd love to hear about them in the comments below!
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