Case Study: Village Realty.

Robert Dodd | 20/03/24 07:40:38 PM

How XL Technologies helped Village Realty recruit experienced residential real estate agents in Illinois and Indiana.

As a real estate agent recruiting leader, XL Technologies’ marketing team helped this established, traditional brokerage grow its agent roster by installing its Agent Acquisition Framework with a dedicated recruiting appointment setter.

Services Included:

Desktop and mobile recruiting websiteFacebook advertising
CopywritingText messaging campaigns and lead nurturing
Display advertisingLong-tail nurturing campaigns
Email marketingOngoing campaign management and reporting
Graphic DesignDedicated Appointment Setter


Challenge:­­­

Village Realty was looking to solve a recruiting challenge they were having. They tried more traditional methods, but nothing worked. They used cold callers, but the show-up rates from the appointments were less than 20%.

Additionally, the quality of those agents that did show up was not good. In fact, many of the agents they spoke to were either unlicensed or did not even know that the call was about recruiting. Others were not geographically located in the markets they served.

Overall, the results they were getting were terrible, and they needed a different approach.

Solution:

After an initial discovery session with key decision-makers, we determined the ideal audience, geographic territories, and messaging for an aggressive omnichannel ad campaign spanning multiple platforms.

Next, we conducted a detailed SWOT analysis to determine the unique value proposition for Village Realty.

Village Realty SWOT Analysis


Once we defined the targeting and USP, the project’s second phase was to develop a custom recruiting website that communicated the Village Realty value proposition and positioned them as experienced leaders in the target markets.

We created a series of wireframe mockups to define how the information would be organized and communicated to the target agents.

Village Realty Wireframe

After we completed the mockups, our copywriters began crafting the copy that told the story of Village Realty to the target audience.

We collected the client’s feedback and completed all the changes. At that point, the copy and wireframe were combined and handed to our graphic designers and development team to create the first generation of the recruiting website.

At this point, we had a clearly defined website to support the brand’s messaging, and the team moved on to the digital advertising campaign. We decided to start with an aggressive email outreach campaign followed by an equally aggressive Facebook ad campaign to introduce the target agents in the market to the Village Realty value proposition.

The recruiting campaign included:

Creative development of all campaign assets, including graphic design and copywriting.Custom integration of the recruiting website directly into our Agent Hire CRM platform.
Email marketing campaigns utilizing XL Technologies’ proprietary database of real estate professionals segmented to the market areas where Village Realty was looking to grow its market share.Developed audiences using Facebook’s interest level categories and XL Technologies’ proprietary database of real estate professionals to build a custom target audience.
Created three top-funnel ad campaigns and over 20 ads to target the audience with varied messaging and creativity to keep the campaigns from going stale and performing efficiently.Created a series of graphical display ads targeted at a custom cold top-funnel audience using the Adroll platform.
Created a multi-step email sequence targeted at a cold audience to drive interest in the brand.We created a series of advertisements retargeting, recruiting website visitors who previously expressed interest in Village Realty but did not convert.
We implemented a comprehensive follow-up nurturing strategy with responses to all leads within five minutes of submission via email and text messaging.Assigned a dedicated appointment setter to pre-qualify all leads and book only the best leads on the brokers’ calendar.
Implemented a long-tail text messaging follow-up strategy for any leads that were not ready to join.Built up an ever-expanding candidate pipeline so the new agents could be nurtured and brought on board when ready to move.
Continuous campaign management, optimization, and reporting. Which included monthly summary reports regarding campaign KPIs that were reviewed with management.

Carrie Sekulic

We have tried many different recruiting methods over the years, but working with the team at XL Technologies has been the best investment we have made and the only thing that has worked. I actually speak to agents who are interested and ready to move now. Amazing!

Carrie Sekulich – Director of Recruiting


The Results:

Installing our Agent Acquisition System attracted over 28 leads in the first 30 days, allowing Village Realty to hire over 6 agents and build up a pipeline of 11 quality agents who will be ready to come on board in the next 30 days.

28

Agent leads generated in the first 30 days

$46

Cost per lead generated from campaigns

6

Agents hired in the first 30 days of campaign launch

11

Agents in pipeline are ready to join in the next 30 days.


Ready to start growing your brokerage with the same strategies?

Contact us today and start growing your agent roster


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Robert Dodd

Robert has been involved in Internet marketing and consulting for over 20 years. He started his career as a developer turned consultant in the early 90s when the internet was in its infancy. Over the years, he has worked with major brands on their development and marketing initiatives, like Reebok, The National Football League, New York City Police Department, the Thomas Register of American Manufacturers, and hundreds of small to medium-sized businesses. Currently, Robert is CEO of XL Technologies, a digital advertising agency dedicated to helping real estate brokers build their brands and grow their agent rosters by assisting them in architecting and executing sophisticated omnichannel advertising and recruiting campaigns using PPC, video, email, and digital advertising strategies utilizing a proven, tested Agent Acquisition Framework.