Case Study: Database Generation Objective: Build an accurate, responsive and targeted database of prospective clients as economically and efficiently as possible so that the agent can establish a drip marketing campaign and brand themselves as the agent of choice. Arch Subscriber: Brian Fahey, ERA Capital Realty, Austin, TX . Brian, a relatively new agent has risen to number one in listings and closed transactions in his office (2001, 2002) with sales over $10 million in only his third full year of practicing. Brian has been a subscriber to the Powerline service since 1999.

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Strategy and Action: Brian's goal was to become the agent of choice in a farm area of approximately 1800 homes. There were two established agents in this territory, so he set out to brand himself by literally knocking on doors. He soon discovered this was not a productive use of his time. He learned about Powerline™ from an associate in his office and felt this was the single best way to build a targeted and accurate database.

Brian's first started using Powerline™ on sign riders. In his first week he uncovered a listing worth $650,000 who appreciated Brian's recorded message line so much that he decided to list several high-end investment properties using the system.

Brian used these properties as a springboard to build his database. Every prospect that called his Powerline™ system, Brian is paged with the lead so that he can react quickly. Once a week he downloads his leads into his contact manager and then the process takes over.

The first follow-up letter is generated the day after the prospect calls. The system then mails a related offering three days later. The third and fourth are spaced out by one week each.

As his database (and income) has grown Brian has strategically aligned with other like professionals to leverage his influence and data. These reciprocal relationships co-operatively market to Brian's data (which he controls) and the alliance pays for the cost of the marketing.

"Powerline™ identifies the warm to hot market for me. I have a system that automatically sends them a four color self-mailer the day after a prospect calls. I send a four step sequential mail offering. It's really that simple. I use Powerline™ on my picture ads and sign riders. My lead cost is less than one dollar including the cost of the print ad. Then I mail them an average of four months, about another ten dollars before they either become a client or not. My return on investment is at least a thousand fold using this combination."
-Brian Fahey, ERA Capital Realty

Result: In Brian's first two years as a Realtor® he achieved his goal of branding himself in his farm area and has become the agent of choice, outselling his competitors three to one in his target market.