Spectre’s Guide to Increasing RoI (Part One)
Along with 20:20s (sold-in-your-road) and Street Insights PRO, Anniversaries is one of Spectre’s most powerful tools for lead generation. Join us as we deep dive into this indispensable feature in part one of our brand-new, three-part series: Spectre’s Guide to Increasing RoI.
UK estate agency has some of the lowest levels of repeat business. While only 13.8% of people sell through the same agent they purchased from, over 60% of homeowners in the UK can’t recall the Estate Agent they purchased their property from after 4 years. This is usually a result of agents not staying in touch with past clients - which is something that’s considered a key part of the selling process over the pond. A survey by the National Association of REALTORS® (NAR) found that 90% of American buyers would likely use the same real estate sales agent again or recommend them to a friend.
It’s no secret that repeat business is incredibly valuable - and this also runs true outside of estate agency. 61% of small and medium-sized businesses report that more than half of their revenue comes from repeat customers. Retaining loyal customers is a smart business strategy, especially since further statistics suggest acquiring new customers can cost five times more than keeping existing ones. As a result, maintaining relationships with past clients is an easy and cheap way to generate future business.
However, many agents struggle to reach out to past clients in a way that is meaningful, and effective…
Maintaining client relationships over the long term
With Spectre’s Anniversaries, your past purchasers will soon be your easiest source of new instructions. This feature enables agents to automatically send a bespoke property report and personalised covering letter to the homeowner at yearly milestones - without so much as lifting a finger. By sending interesting property performance stats, such as an estimated market appraisal, agents will pique the interest of past clients - compelling them to get in touch and book in for a real valuation.
A guaranteed tool for success
It may seem like a simple concept but we’ve seen first-hand just how much success agents have had with Anniversaries…
Our Anniversaries success value stands at a staggering £28.8m, while the estimated RoI from using this feature is an impressive 7,004%! Plus, the average number of letters sent through Anniversaries per number of instructions won is the same as regular on-market prospecting through Spectre, meaning this tool is just as effective.
With very little work, agents can easily widen their net for lead capture by also targeting off-market prospects and guarantee warm flames come back even hotter. In a nutshell, it’s a sure-fire way to enhance your RoI and ensure past purchasers instruct you again when they come to sell.
If you’re struggling to set up Anniversaries, contact our Customer Support team or directly contact your Customer Success Manager who is always happy to help.
Up next in Spectre’s Guide to Increasing RoI… 20:20s: Securing leads, locally.
