FRANCHISEES EAGER TO LEVERAGE MARKETING DOLLARS
Fourteen real estate offices in Phoenix, AZ recently joined to form one of the franchise’s first marketing coalitions. As Elaine, the President of the coalition, and a franchisee herself explains, “The Alliance was formed in order to maximize our individual marketing dollars, which gives us greater market penetration.” The concept enables each individual franchisee a way to leverage their marketing budget by combining financial resources to purchase greater amounts of advertising, in order to make a bigger impact.
A key initiative of the Alliance has been to establish one local number Phoenix-wide, instead of listing 14 individual offices. Calls to this number are divided between the participating offices, based on geography – specifically ZIP Code. These leads have typically been generated by using the Alliance “rack piece”, an advertising piece which explains how they work and advertises their listings. These pieces are displayed upon racks in grocery, “big box”, drug and video stores, as well as other shopping venues.
“The leads generated by our rack piece have been very profitable,” Elaine explains. “We wanted to expand the number of highly qualified calls coming into our one number, and believed that direct mailing by saturating carrier routes was the best way to do this.”
CARRIER ROUTE MAPS ESSENTIAL IN TARGETING DIRECT MAIL
The Alliance’s mail house was able to provide demographic information by carrier route, which would allow the franchisees to identify the carrier routes containing their target demographics. But Alliance members also needed current maps which showed detailed street labeling and where the actual carrier route boundaries lay. Looking at these maps franchisees would be able to use their personal knowledge about the market to make sure that those neighborhoods with high turnover rates received the mailing and that expensive advertising pieces were not wasted on areas with low turnover.
“We were only able to locate one company that provided the caliber carrier route map we needed – Maponics,” Elaine explains. After finding Maponics, the Alliance ordered a total of 37 ZIP Codes worth of maps. Maponics was able to deliver these maps within 2 business days, a day earlier than the agreement stipulated. “And because we had a volume order, the pricing was fantastic.”
SATURATION MAILING CAUSES DRAMATIC BOOST IN LEADS
Most importantly, the Alliance’s mailing campaign resulted in a terrific response.
“Normally, the alliance receives 400 calls to the one number each month. In the month immediately following our carrier route based saturation mailing, that call rate jumped to 1200 calls. The amount of money spent on the maps was more than worth it. In fact, I think Maponics should be named vendor of choice for carrier route mapping needs across the nation.”
Carrier Route Saturation Mailing Triples Leads For Real Estate Franchises
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