Off-market prospecting and effective targeting with our Marketing Toolkit

Prospecting is becoming increasingly important to agents to win new instructions. Combining on-market and off-market opportunities can hugely increase your instructions and market coverage.

With over 900,000 properties listed for sale across the UK*, property supply remains relatively low in comparison to demand. Available stock is currently at its lowest since 2008, which is causing a real headache for estate agents.

To maintain good stock levels, you can reach out to prospective vendors who are not currently on the market more easily and effectively by using our enhanced targeting and filtering features, to set up, send, and track highly impactful marketing campaigns.

Inspire potential vendors to sell by revealing how many buyers have registered an interest in a property like theirs, showing them your recent sales success, or highlighting house valuations, or market insights in their local area. These strategies put your agency at the front of the queue to secure the instruction.

43% of vendors choose an agent based on being confident they can market their property and 36% of vendors selected their agent based on having good market knowledge**. We can help you show you have both. Tools like the recent sales success campaigns work well for our agents to demonstrate market competence. The Property Report and Dataloft mailers can show you have all the tools you need to market your vendor’s property and get a great result.

Increase your ROI by 566% with hyper-targeting

The key to getting a great ROI  with off-market prospecting, is hyper-targeting, as you’ll get more business for your spend.

Our extensive off-market property database removes the need to churn out mass mailings, and instead, delivers hyper-targeted standout mailing campaigns to help boost your sales. Smart technology enables you to enhance your prospecting efforts. Select from hundreds of filters using the map and list search or send triggered anniversaries and recent successful sales campaigns.

Hyper-targeting is the  opposite of blanket mailing, where you send out thousands of mailers to everyone in an area with no personalisation. . This can be costly due to the high volume and low response rates. Choosing hyper-targeting or blanket mailings depends on your campaign objective.  If you want to increase your brand awareness, blanket mailings can work well, and you may be able to generate a higher number of leads, as you are sending out more mailings. But a more targeted approach will allow you to maximise every pound spent and ensure you get the exact property types your looking for.

Hyper-targeting is  where you identify a target audience and deliver extremely relevant messages at the perfect time and place. Using customer segmentation, geo-targeting, and sophisticated retargeting all backed up with real-time insight from the Marketing Toolkit dashboards. We can help you achieve the best ROI for your campaigns. Stats prove that you can increase your ROI by a massive 566% by using targeted data versus blanket mailings.

Our smart tools help you target all residential properties within an area of your choice by searching postcodes, and maps, or by ‘drawing’ the area you want to target. Within your perfect search area, a list is generated showing all the addresses available to mail. Make your mailing list super-efficient and laser-focused on your specific targeting strategy by applying filters to your search, such as property type, length of residency, Council tax, band, estimated current value, EPC, and so much more. If you’re low in stock of three-bedroom semi-detached properties, or you need to increase your stock of high-value detached houses, you can specifically target that type of property.

On average, people move every 16.8 years, so you can use filters to refine targets based on time incl. not sold within x years, to optimise your results.

Streamline campaign creation by using search profiles

Intelligent prospecting helps you build your ideal audience search profiles and helps you attract the right clients and properties. You can use intelligent prospecting to build up the profile of your ideal demographics, removing any unwanted characteristics such as social housing, low-value properties, recently sold, and more. You can then set this as a default or toggled on and off at company, branch, or user level. This enables you to target the property types that work for you. We’ve given you a head start by setting up some commonly used search profiles, and we can work with you to set up a search profile specific to you and your area.

Say goodbye to mass mailings and make vendors and landlords come knocking on your door while ensuring you have the right stock levels for your agency.

*iamproperty 2023 property data

** Dataloft, Property Academy Home Moving Trends Survey 2023