Win More Listings. Attract More Buyers. Sell More Homes. Powerline

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Win More Listings. Attract More Buyers. Sell More Homes. Powerline Powered By Docstoc
					                                                                                                                     Win More Listings.
                                                                                                                     Attract More Buyers.
                                                                                                                     Sell More Homes.




                                                                                                          Powerline™ User Guide
                                                                                                              For Realtors®
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .




                                                                                                                                                                                    . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .




                                                                                                        support@archagent.com
                                                                                                            800-882-9006

                                                                . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
                                                                                         Table of Contents
Index
    • Welcome Letter………………………………………………………………………………………………………2
   • Contact Information………………………………………………………………………………………………..3
   • Explanation Of Powerline™ Features…………………………………………………………………………4
Chapter 1 Getting Started………………………………………………………………………………………………7
   • Setting Up Powerline™ in 10 Minutes………………………………………………………………………..8
Chapter 2 User Guides…………………………………………………………………………………………………..11
   • Complete Web Portal Guide……………………………………………………………………………………12
   • Complete Phone Menu Guide………………………………………………………………………………….20
Chapter 3 Online Reports……………………………………………………………………………………………..24
   • Complete Reporting Guide……………………………………………………………………………………..25
Chapter 4 Recording Guide..............................................................................................30
   • Example Recorded Messages…………………………………………..……………………………………..31
Chapter 5 Maximize Your Advertising………………………………………………………………………….34
   • How To Use Source Digits To Track Your Advertising………………………………………………..35
Chapter 6 Sign Riders……………………………………………………………………………………………………38
   • Sign Riders Generate Immediate Leads……………………………………………………………………39
   • Sign Rider Order Form……………………………………………………………………………………………40
Chapter 7 Listing Presentations……………………………………………………………………………………42
   • Powerline™ Wins Listing Presentations……………………………………………………………………43
   • The Ultimate Listing Presentation……………………………………………………………………………45
   • Listing Presentation Flyer……………………………………………………………………………………….47
Chapter 8 Keys To Advertising………………………………………………………………………………………50
   • Writing Advertising That Makes You Money……………………………………………………………..51
   • Building a Successful Ad………………………………………………………………………………………..58
Chapter 9 Picture Ads.......................................................................................................60
   • Keys To A Responsive Homes Magazine (Picture) or Newspaper Ad……………………………61
   • Sample Picture Ads………………………………………………………………………………………………..63
   • Why Picture Ads Fail………………………………………………………………………………………………66
Chapter 10 Direct Response Reports……………………………………………………………………………70
   • How To Properly Use Informational Direct Response…………………………………………………71
Chapter 11 Sample Ad Campaigns……………………………………………………………………………….74
   • Postcard Samples………………………………………………………………………………………………….75
Chapter 12 Following Up..................................................................................................78
   • Converting Prospects to Clients………………………………………………………………………………79
   • Follow-Up Scripts…………………………………………………………………………………………………..82
   • Objection Handling………………………………………………………………………………………………..85
Chapter 13 For Sale by Owners…………………………………………………………………………………….88
   • Profiting From FSBOs…………………………………………………………………………………………….89
   • Identifying FSBOs………………………………………………………………………………………………….93
   • FSBO Scripts…………………………………………………………………………………………………………95
Chapter 14 Expireds…………………………………………………………………………………………………….102
   • Winning Expired Listings………………………………………………………………………………………103
   • Expired Script………………………………………………………………………………………………………107
Chapter 15 Drip Campaigns………………………………………………………………………………………..110
   • Cultivating New Business From Past Prospects Using Drip Marketing Campaigns……….111
Chapter 16 Frequently Asked Questions.......................................................................116
   • Enhanced Services………………………………………………………………………………………………117
   • Frequently Asked Questions…………………………………………………………………………………118
                                                                                              Welcome
Congratulations, you have taken an important step towards significantly increasing your sales productivity.
By implementing the Powerline™ technology and marketing strategies you will immediately begin to identify
and communicate to your most desired prospects – people who are ready to buy or sell real estate.

Since 1992, we have been consulting with top producers to create real estate marketing campaigns; the
result is proven business-building modules that work. This manual is full of best-use concepts, proven
industry templates, and responsive scripts that will assist you to:
    •     Identify more qualified buyers
    •     Capture additional listing opportunities
    •     Provide you with a competitive advantage in your listing presentations
    •     Track your marketing’s efficacy
    •     Easily negotiate price reductions

For simple instructions on how to immediately start enjoying these benefits, turn to the section titled,
“Powerline™ in Ten Minutes” and you’ll be on your way.

We appreciate that agents have diverse perspectives on which lead sources to focus on and that specific
market conditions present assorted variables as to where the best opportunities for you may be. Regardless
of your preferred strategy, there is an extensive business-building module for you:
     •   Profit from For Sale By Owners
     •   Convert expireds
     •   Generate new business from old prospects
     •   Responsive direct mail campaigns

Once you begin experiencing the effectiveness of the system, you may want to explore our other valuable
Powerline™ add-on services that are designed for enabling you to invest the majority of your valuable time
into developing relationships and closing contracts, instead of in managing the day-to-day processes;
processes that are time consuming but essential to any successful real estate business. Those services
include:
     •   Live Operator Call Coordinator Service that will call back your Powerline™ leads within fifteen
         minutes and prescreen them for you, immediately reporting the results.
     •   The Voice Broadcast system enables you to send thousands of voice messages to your clients or
         prospective database in the time it takes to record a single message.
     •   Auto-Direct Mail Fulfillment will mail a custom mail-piece to each unique lead the next business
         day.
     •   To save you time, our Professional Recording Services will script and record your properties.
     •   The ArchAgent For Sale By Owner (FSBO) service will send you a daily up-to-the-minute list of
         homes advertised FSBO.

We have built our company on a single philosophy; we believe success comes when all are focused on a
common goal. Our goal is helping our customers achieve theirs.

Please contact us at (800) 882-9155 and we will set up your notifications and transfers and professionally
record your first listing. After this short consultation, you will be up and running.

Thank you for your business and we look forward to working with you.

Sincerely,

Steve Cortez
ArchAgent




                                                                                                             2
                                                                  Contact Information
Please use the following numbers and guidelines to expedite our response to your requests.

Sales and Customer Support
Toll Free: (800) 882-9006
Fax: (800) 882-0945
Email: support@archagent.com

24-Hour Emergency Contact Number
Phone: (800) 882-8781

The Emergency Contact number is answered 24/7. Depending upon the nature of your call, an
ArchAgent representative will respond in a timely manner.

Customer Support is available Monday through Thursday 8am to 6pm (CST) and Friday 8am to
5pm (CST).

Email Customer Support is available Monday through Saturday 8am until 9pm (CST) and Sunday
12PM until 7PM (CST).

Detailed marketing support is available by appointment. ArchAgent will provide one on one toll-
free consultation on how to tailor your specific marketing campaign to receive the best results
from your Powerline™ system.

Professional Recording Services
ArchAgent will script, record, and load your SMS and fax brochure for all of your listings. To set
up, contact setup@archagent.com or dial 800-882-9006

Mailing Addresses
Arch Telecom, Inc.
210 Barton Springs Road
Ste. 275
Austin, TX 78704

Arch Telecom, Inc.
5718 Westheimer Road
Ste. 980
Houston, TX 77057




                                                                                                     3
                                          Explanation of Powerline™ Features
The ArchAgent Powerline™ service is the most comprehensive call capture system available in
the real estate industry.

ANI (Automatic Number Identification)/Call Capture
Every caller’s phone number is captured and delivered to you within seconds of the call.

Name and Address Match
Powerline™ matches the phone record with a name and postal address. We have licensed
access to a patented, multi-sourcing database technology with the most complete catalog of land
and cellular telephone numbers linked to current and accurate names and addresses.

Live Transfer(s)
The caller can press “0” and/or “9” and connect directly to any dial-able phone number. The
prospect can instantly talk to you, your assistant, or your business partner (i.e. lender) at the
push of a button. Each extension can dial a unique phone number.

Direct Connect Extensions
If you require more than two live transfers per extension, you can program any extension to dial
any phone numbers. Direct Connect extensions give you the benefits of large PBX systems at a
fraction of the cost.

Real-Time Lead Notification
Within seconds of the call, Powerline™ delivers every lead to you via SMS (text to cellular
phone), email, internet, or digital pager. Multiple contacts may receive the lead, customized by
extension ensuring the proper people have been notified. The notification delivers the caller’s
phone number, the property address, the caller’s name and address, the advertising source, and
whether or not the caller is listed on the Do Not Call List.

Spanish/English Voice Prompts
With the Powerline™ Service you can give the caller a prompt to hear the recorded information in
either Spanish or English.

Ad Tracking
The ad medium that prompted the caller to respond to your marketing is captured and reported
to you in real time. Monthly ad tracking reports detail exactly how many responses each of your
advertising mediums generated.

Powerline™ Web Management
The entire Powerline™ system can be managed through the ArchAgent web portal. Record your
property descriptions directly through your browser or record them on a .WAV file and upload.
Listen and delete recordings, retrieve voice and fax mail, edit your live transfers or notifications,
add listings, edit your SMS delivery, and view detailed call reports all in real time.

800 Extensions
The default Powerline™ system comes with 800 extensions. If you require more, unlimited
extensions can be provided.

Automatic Text Messaging (SMS) Fulfillment
Each prospect calling or texting from a wireless phone can automatically receive property details
immediately on their mobile phone via their SMS service. Once requested, the caller will receive
two messages. The first will contain additional details on the property, while the second will


                                                                                                        4
provide them with a “business card” containing all of your direct contact information, including
phone numbers and email and web addresses.

Automatic Fax on Demand
Your prospects will have the option to automatically receive additional information immediately
by fax. This can include a feature sheet, free reports, resumes, an area map, self-promo sheet,
or anything you would like to put into the prospect’s home.

Custom Call Reports
Detail your lead origins by property for listing presentations or demonstrate to the seller that
their advertising is working and solidify price reductions.

Contact Relationship Manager Integration
Powerline™ will automatically import your leads in real time into several contact relationship
managers with no manual download.

Custom Delivery via FTP or Web
For proprietary CRMs, each lead is catalogued and delivered directly to your contact management
system via FTP (file transfer protocol), or is downloadable directly from our web interface into
your database.

Web Integration
All Powerline™ system recordings can be played on your personal website by simply attaching a
URL.

Fax-Mail
Powerline™ will accept incoming fax and automatically email the document, along with storing an
archive inside of the Web Portal.




                                                                                                   5
6
Chapter 1

      Setting Up Powerline™ in 10 Minutes


Using this simple guide you can have your Powerline™ service up and running
in a matter of minutes.




                                                             210 Barton Spring Road
                                                                           Suite 275
                                                                   Austin, TX 78704
                                                                     800-882-9006




                                                                                  7
                                                         Setting Up Powerline™ in 10 Minutes

                        The Powerline™ technology can be set up using either the telephone or the internet web
                        portal. Getting started is easy; just follow these few steps and you’ll be on your way.

                        Setting Up Notifications
                        In order to set up the following notifications, you must first log into the Customer Portal.

                        Logging into the Portal
                        Note: The first time you log into the Customer Portal you will be prompted to enter an
  Note: Your            associated email address. We will use this address for notification of lost passwords.
  mailbox number
  is the same as        Step 1: Access the Customer Portal by using the Agent Login at www.archagent.com or
  your toll-free        by entering https://portal.archtelecom.com/Portal/Login.aspx
  Powerline™
  phone number,         Step 2: Enter your 10-digit Mailbox number in the “Login ID” field
  as assigned to        Step 3: Enter your default password in the “Password” field
  you in your
  welcome letter.       Step 4: Click the “Login” button
                        You are now logged into the customer portal.



  Note: If you          Set up Zero Transfer/Direct Connect
  filled out the        Zero Transfer allows your callers to be transferred to the telephone number of your
  “express setup”       choice simply by pressing “0” on their telephone. This phone number can be changed at
  section in your       any time, which means you will never miss a hot lead again.
  order form, the
  transfers and         Step 1: Click on the “My Mailbox” tab
  notifications are
                        Step 2: Click on “General Settings”
  already set up.
                        Step 3: Enter the 10-digit destination number in the “Zero Xfer Destination” field
Note: You can           Step 4: Click on the “Save Settings” button
establish individual
notification and zero
transfer for each of
your extensions.        Instant Notification
                        As soon as a potential client calls your toll-free number, you will receive instant
                        notification of the call, including the caller’s name, phone number, listing code, and ad
                        source. The information will be sent to you via email or text message within just a few
  Note: You can         minutes, allowing you to follow up on hot leads immediately.
  establish
  individual            Step 1: Click the “Notifications” tab (https://portal.archtelecom.com/Portal/Pagers.aspx)
  notification and
                        Step 2: Enter your desired messaging contact information: email address, text message
  zero transfer for
  each of your          address, or pager number into the “Pager Destination” field.
  extensions.
                        Step 3: Click the “Add” button




                                                                                                                    8
                         Recording Your Master Greeting and Listings
Note: Arch will          Now that you have your zero transfer and notification systems enabled, you can start
script, record and       recording your Master Greeting and Property Listings. You will record your Master
load a brochure for      Greeting and Property Listings by calling your toll-free phone number assigned to you by
all of your              ArchAgent. As you become more comfortable with the system, you may want to consider
properties. There is     using the web recording features, but to get started the phone is easy and simple. For
a $10 fee per            information on recording using the web, see the section titled, “Complete Web Portal
recording. Please
                         Guide” immediately following this section.
call or send an email
to setup@archagent.com
                             •   Dial your toll-free number
                             •   When you hear the initial greeting, press * and enter your default password
                             •   You are now in the Main Menu

                         Master Greeting
                         The Master Greeting is the first message a caller hears after dialing your number.
                         Personal systems (single user) should customize this greeting. With Multi-user systems,
                         the Master Greeting should be more general and can only be recorded using the Master
                         Password.

                         From the Main Menu:

                             •   Press 9 (Personal Options)
                             •   Press 1 (Greetings)
                             •   Press 1 (Regular Greeting, follow the voice instructions)

                         Tips for making your recordings:
                         • Use a call to action to get the prospect to press “0” and transfer directly to you.
                            Most of our clients find using, “At any time during a property recording you may
                            receive our most current price by pressing 0 at any time” to be effective.
                         • Script the information out on paper before recording. It will save time and
                            frustration.
                         Example Master Greeting for Personal System: “Hello, and welcome to John
                         Smith’s 24-Hour property and marketing hotline. Please enter the extension number for
                         the property or information you are calling about, or you may press ‘0’ to speak with me
                         directly. Thank you for calling.”

                         Example Master Greeting for Corporate System: “Thank you for calling the Smith
                         Group’s 24-hour listing hotline. Please enter the extension for the property in which you
                         are interested at this time. If you would like to speak with the Smith Group directly,
                         please press ‘0’ at any time.”




                                                                                                                     9
Note: If you are         Property Listings
using a fourth digit     After establishing your Master Greeting, you can use the voice-automated service to set
at the end of your       up multiple listing codes (extensions) that enable you to record your property’s
listing in your          descriptive information. By default, listing extensions are three digits in length and must
advertising to track     use numbers from 200 through 999. You cannot begin a listing with a 0 or 1.
the ad source, you
do not enter this        From the Main Menu:
source digit when
setting up or
deleting listings. The       •   Press 7 (Manage Your IVR Listings)
source digit appears         •   Press 1 (Add or Change a Listing)
only on your printed         •   Enter the 3 digit listing number you would like to add.
ads.                         •   Press 1 for Regular IVR listing
                             •   Record your listing and follow the voice instructions.

                         That’s all there is… your Powerline™ system is now set up!


                         Receiving a Call Detail (New Lead) Report
                         You will be instantly notified the moment a new lead calls your Powerline™ number. To
                         receive a report of all of your leads by a date range:

Note: Your leads         Step 1: Login to the Customer Portal via the ArchAgent Homepage or by going to
are stored for a
minimum of 90 days       https://portal.archtelecom.com/Portal
on the Arch web          Step 2: Click on the “Reports” tab
portal.
                         Step 3: Choose “Powerline”
                         Step 4: Enter “date range” and click “Get Report”




                                                                                                                  10
Chapter 2

Complete Web Portal and Phone Menu User
                Guides

Learn to setup your Powerline™ system to ensure it is utilized to its maximum
potential. Whether managing through www.archagent.com or through the
automated phone system.




                                                               210 Barton Spring Road
                                                                             Suite 275
                                                                     Austin, TX 78704
                                                                       800-882-9006




                                                                                   11
                 Powerline™ Complete Web Portal Guide
                 Whether managing through www.archagent.com or through the automated
                 phone system, this complete guide will show you how to utilize the Powerline™
                 system to its fullest potential; i.e. how to set up multiple transfers, generate
                 listing or price reduction reports, and track your source digits. Most of these
                 functions can also be performed over the telephone (telephone guide follows).


                      The Powerline™ Portal will allow you to administrate your ArchAgent system via the
                      Internet. From the portal you can:
                           •    Edit your mailbox information such as company name, address, and password
                           •    View your invoices, line item billing records or make a payment
                           •    Listen to voice mail or view fax mail
                           •    Edit or add to your instant notifications
                           •    Create, edit, listen to or delete a recording, or upload a .WAV file voice recording to an
                                extension
                           •    Upload Pictures to utilize the Mobile Marketing service

                      The Powerline™ portal is also where you will view your online service reports for
                      Powerline™, Voice Broadcast, FSBO, or Call Coordinator.
                           •    Powerline™ reports can be viewed by date range selectable by any query or downloaded
                                via a comma separate variable file.
                           •    FSBO reports can be viewed by date range. Mileage radius can be edited.
                           •    Call Coordinator settings can be adjusted, such as days of the week to call, contact
                                information, or enable/disable.
                           •    Voice Broadcast reports can be viewed as well as all voice messages, databases and
                                history.


                      All of these operations are performed by logging into our Customer Portal at:

                      https://portal.archtelecom.com/Portal/Login.aspx


Note: The
first time you        Logging into the Portal
log into the
portal you will
                      1. Access the Powerline™ Portal by logging in through the ArchAgent homepage at
be prompted           www.archagent.com or by entering https://portal.archtelecom.com/Portal/Login.aspx
to enter an           2. Enter your 10-digit Mailbox number in the “Login ID” field
email address.
We use this           3. Enter your default password in the “Password” field
for notification
of lost               4. Click the “Login” button
passwords.            You are now logged into the customer portal.


Note: A Web           Creating a new Web Login
Login will not
affect your           You can create a new “Web Login” to use when accessing the Powerline™ Portal. The
Default               purpose of a “Web Login” is two-fold: first, you can change your user name and
Password              password to something more meaningful or easier to remember than your mailbox or



                                                                                                                             12
                assigned password. Secondly, if you are part of a multi-user system the Web Login will
                enable you to add other user’s mailboxes, including voice broadcast mailboxes, and view
                them together without logging into each mailbox.
                1. Click on the “New Web Login” link located at the top-right of the screen
                2. Enter your Username in the “New Login ID.” The first four characters must be alpha
                characters.
                3. Enter in your new “Password” and confirm. The first four characters must be alpha
                characters.
                4. Click “Create”



                Linking Multiple Mailboxes to a Web Login
                If you have multiple Mailbox numbers you can link and access them using a single Web
                Login.
                1. From the Powerline™ Portal Home Page click on the “Mailboxes” tab
                2. Enter in the new 10-digit mailbox number you would like to add in the “Mailbox” field
                3. Enter the Default Password in the “Password” field
                4. Click “Add”



                Editing Account Information
Note: To        Changing Contact Information
change the      1. From the Powerline™ Portal click on the “Home” tab
responsible
party and       2. Click on the link “Change Contact Information”
company
name you will   3. Edit your billing address, contact phone number, fax number, and email address
need to         Note: To change the responsible party and company name you will need to contact
contact
                Customer Service at 800-882-9006 and fill out an Account Transfer Form.
Customer
Service at
800-882-
9155.           Changing the Credit Card on file
                1. From the Powerline™ Portal Home Page click on the “Billing” tab
                2. Click on the “Change Credit Card” button under “Automatic Payment”
                3. Enter in the new credit card number and expiration date
                4. Click on “Save”


                Viewing Billing Statements
                1. From the Powerline™ Portal Home Page click on the “Billing” tab
                2. Choose the Monthly Statement you would like to review under “Reprint an Invoice”
                3. Click on either “View” or “Download”




                                                                                                       13
SYSTEM SETUP
Password Setup
This password can be used without the Web Login ID. This password will work from the
web or from any telephone. It may be any numeric number (no alpha characters) from 4
to 8 digits in length.
1. Click on the tab labeled “My Mailbox”
2. Click on Password
3. Enter in your Current Password
4. Enter your New Password and confirm it in the box below
5. Click the “Save Settings” button



Configuring Top Producer for Auto Import
You can automatically download your Powerline™ leads into Top Producer 7i and 8i.

For 7i Users:
1. Open Top Producer Online 7i
2. From the “Contacts” tab choose “Leads” from the drop down menu
3. Select “Lead Setup” from the menu on the left side of the page
4. Choose “Add a website”
5. Enter the following information:
    •   Lead Provider Name: “Arch Powerline”
    •   User Name: Powerline™ Mailbox Number
    •   Password: Default Powerline™ Password
    •   Click “OK”
For 8i Users:
1. Open Top Producer Online 8i
2. Select “Preferences”
3. Select “Contacts”
4. Choose “Lead Provider Setup” under “Contacts Preferences”
5. Select “Add Lead Provider”
6. Enter in the following information:
    •   Lead Provider Name: “Arch Powerline”
    •   User Name: Powerline™ Mailbox Number
    •   Password: Default Powerline™ Password
    •   Click “OK”



                                                                                    14
                  Zero Transfer Setup
                  The Zero Transfer number is a direct dial number that will dial the number you input
                  when a caller presses “0” at any time during the recording. You can also use the number
                  “9” to direct dial an alternative number. For information on how to set up “9” please call
                  ArchAgent.
                  1. Click on the “My Mailbox” tab
                  2. Click on “General Settings”
                  3. Enter the 10-digit destination number in the “Zero Xfer Destination” field
                  4. Click on the “Save Settings” button



Note: We can
notify multiple
                  Instant Notification Setup
email             You can have your Powerline™ leads sent directly to you for instant notification of a lead.
addresses and     The leads can be sent to a numeric pager, cell phone via SMS, or a standard email
cell phones.      address.
Simply add
the additional    1. Click the “Notifications” tab
addresses
individually      2. Enter your email address, pager number or cell phone and appropriate carrier tagline
using the         as listed below into the “Pager Destination” field
same
                  3. Click the “Add” button
procedure.




                  Uploading a .WAV file to a Master Greeting
                  You can upload a .wav file to your Master Greeting. If you are not using a .wav file to
                  create your Powerline™ Master Greeting DO NOT use this feature. It must be created
                  through the phone menu.
                  1. Click on the “My Mailbox” tab
                  2. Click on the “Greetings” tab
                  3. Click “Upload Greeting”
                  4. Click on the “Browse” tab and select the .wav that you would like to upload
                  5. Choose the Greeting Type (Regular or Temporary)
                  6. Click “Save Greeting”




                  Uploading a .WAV file to a Regular Extension
                  You can upload a .wav file to create a standard IVR extension. If you are not using a
                  .wav file to create your regular Powerline™ extension DO NOT use this feature. It must
                  be created through the phone menu.
                  1. Click on the “Powerline” tab



                                                                                                          15
                2. Click the “Create Regular Extension” at the bottom of the screen.
                3. Enter the new extension number you would like to create in the “Extension” field
                4. Optional: Enter an extension description in the “Description” field for future reference
                5. Click on the “Browse” tab and select the .wav file you would like to upload
                6. Click on the “Save Extension” button
                NOTE: Only .wav files in the following format are supported
                      - Mono is of course preferable to stereo, but stereo is accepted.
                      - 8000Hz, 16-bit, PCM, mono is the recommended format.
                      - 44,100Hz, 16-bit, PCM is also supported
                      - .mp3 files are NOT supported


                Creating a Regular Extension via your Web Browser
                You can record your extensions directly through our website to create a standard IVR
                extension. You will need a microphone connected to your PC and the latest version of
                Java Sun which can be downloaded at http://java.com/.
                1. Click on the “Powerline” tab
                2. Click on “Create Regular Ext”
                3. Enter the extension number to create
                4. Enter the extension “Description”
                5. Click “Record” in the dialog box
                6. When finished, choose “Upload” in the dialog box.




                Configuring Mobile Marketing Info
                After you create a regular extension you can add information to the listing that will be
                sent automatically upon request by the caller to their wireless phone. The caller will be
                sent two separate text messages; the first one will be information on the individual
                extension and the second will be your “Business Card” containing all of your contact
                information which will automatically be included with each extension. Each of these
                messages will be limited to 160 characters due to the constraints of the text messaging
                features.

Note: It is     Setting Up Your Business Card Message
only
                1. Click on the “Powerline” tab
necessary to
set up your     2. Choose the link “SMS/Text”
business card
one time. It    3. Enter your contact information inside of the “SMS Info” dialogue box
will be
                4. Choose “Save”
included on
every SMS
requested.




                                                                                                        16
               Setting up Mobile Marketing for a Regular Extension
               1. Click on the “Powerline” tab
               2. Choose “Edit” under “Controls”
               3. Enter the description inside of the “SMS Info” box
               4. Choose “Save Extension”



               Adding Photos to a Regular Extension
               1. Click on the “Powerline” tab
               2. Choose “Pictures” under “Controls”
               3. Click the browse button to select a photo from your hard drive.
               4. Enter a Description for the photo to be displayed on your prospects phone (optional)
               5. Click the Upload File(s) button when all photos have been selected.
               6. Once uploaded, you may set the order your photos will be displayed using the drop
               down boxes under the Order column.



               Deleting Photos from a Regular Extension
               1. Click on the “Powerline” tab
               2. Choose “Pictures” under “Controls”
               3. Select the photo you would like to delete using the checkboxes under the Delete
               column.
               4. Click the Delete button




Note: Direct   Direct Connect Listing (Secondary Transfer) Setup
Connect
Listings are   If the back end system prompts “0” and “9” are not a sufficient number of Direct
available on   Connections, you can have an extension directly dial a phone number versus playing a
select rate    recorded message. Callers can transfer from one of your regular recorded
plans only.    listings to a direct connect listing by pressing “5” (to return to the main
               menu), followed by the direct connect listing number.
               1. Click on the “Powerline” tab
               2. Click on the “Create Direct Connect Ext” button at the bottom of the page
               3. Enter in the Extension number you would like to create in the “Extension” field
               4. Enter the 10-digit phone number where you would like the call to be forwarded to in
               the “Destination” field
               5. Optional: Enter an extension description in the “Description” field for future
               reference.
               6. Click on the “Save Extension” button



                                                                                                      17
To Delete a Listing
1. Click on the “Powerline” tab
2. Click on the “Delete” link under the Controls column



Quickload Number Setup
Quickload numbers are unique numbers that align fax images with listing
extensions. Once you have recorded the verbal presentation, the Quickload
number is created.
1. Click on the “Powerline” tab
2. A 14-digit number will be assigned to each extension under the “Quick Load” column


Loading Fax Images Using Quickload Numbers
Use the following procedure to load your fax images by fax machine:
1. Load all of your pages for that particular listing into the fax machine
2. Set the fax machine to FINE for graphics, or NORMAL for text. When choosing
between FINE and NORMAL, please consider that although setting your machine to fine
mode will give you a higher resolution necessary for clear graphics, it will also slow the
transmission rate, substantially increasing the cost of your fax.
3. Using the telephone built into your fax machine, call (800) 247-8853.
4. The system will prompt you to enter your Mailbox or Quickload number. Enter the 14-
digit Quickload assigned to the listing you are attaching a fax image to.
5. Press START button on your fax machine. The fax image is immediately loaded behind
the correlated listing.
NOTE: If your fax machine does not accept the Quickload number, chances
are it is not in an interactive mode. If your fax requires that you press START
to hear a dial tone, your fax is not in an interactive mode. If the fax machine
has a PAUSE/REDIAL button, try the following:
1. Load all of your pages for that particular listing into the fax machine
2. Set the fax machine to FINE for graphics, or NORMAL for text.
3. Using the telephone built into your fax machine, enter 800-247-8853, but do not press
Start yet.
4. Press the Pause button 5 times.
5. Enter the 14-digit Quickload assigned to the listing you are attaching a fax image to.
6. Press the Start button and your fax will load into the ArchAgent system.




                                                                                            18
               Creating a Shadow Listing
Note: If you   A Shadow listing points to another listing within the same IVR system. For
are            example, if you want listing 300 to contain the same recording as listing 200, you can create
shadowing      300 as a Shadow listing that points to listing 200. Keep in mind that any changes to the
from our       original listing recording will affect the Shadow listing as well.
prerecorded
direct         1. Click on the “Powerline” tab
response       2. Click on “Create Shadow Ext”
reports, the
Source         3. Enter in the new extension number you would like to create in the “Extension” field
Mailbox is
8009519704.    4. Enter the toll-free number where the extension you would like to copy currently exists in
               the “Source Mailbox” field
               5. Enter in the current extension number of the recording you are shadowing in the “Source
               Extension” field.
               6. Optional: Enter in a description of the extension in the “Description” field
               7. Click “Save Extension”


               Managing your Source Digits
               1. Click on the “Powerline” tab
               2. Choose “Top Producer 7i” or “Top Producer 8i” under “Configuration”
               3. Enter the advertising source next to each source digit
               4. Click “Save”



               Listening to Voicemail
               1. Click on the “Voice and Faxmail” tab
               2. Click on “Listen”



               Retrieving a Call Detail Report
               1. Click on the “Reports” tab
               2. Choose the “Powerline” report
               3. Choose the date range for the report (report data is stored for a max. of 90 days)
               4. Press “Get Report”




                                                                                                         19
Powerline Complete Phone Menu Guide
   If you prefer the telephone, these are the complete Powerline™ service instructions.
   All operations are performed from the Main Menu.
   1. Dial your 800 #
   2. Press * (star) when you hear the greeting.
   3. Enter the initial default password provided on your welcome letter.
   4. You are now in the Main Menu.
   You may back up one Menu level by pressing * or press ** to return to the Main Menu.


   Password Setup
   It may be any number from 4 to 8 digits in length. Corporate and standard systems
   have assigned passwords that cannot be customized. However, performing this
   procedure will automatically assign you a new password. From the Main Menu:
   1. Press 9 - Personal Options
   2. Press 4 - Administrative Options
   3. Press 1 - Password, follow the voice instructions


   Master Greeting Setup
   Personal and Corporate users only. Standard systems have set greetings. From the
   Main Menu:
   1. Press 9 - Personal Options
   2. Press 1 - Greetings
   3. Press 1 - Regular Greeting, follow the voice instructions


   Digital Pager Setup
   From the Main Menu:
   1. Press 9 - Personal Options
   2. Press 2 - Pager Configuration
   3. Press 1 - Set Pagers Telephone Number, follow voice instructions to enter your 10-
   digit pager number
   NOTE: This process will not set up text notification to your cellular phone.
   This must be done over the web portal or by contacting an ArchAgent
   representative.


   Zero Transfer Setup
   From the Main Menu:
   1. Press 9 - Personal Options
   2. Press 5 - Call Routing
   3. Press 1 - Configure Zero Transfer, follow the voice instructions


                                                                                          20
               Listing (Extension) Setup
               From the Main Menu:
               1. Press 7 - Manage Your IVR Listings
               2. Press 1 - Add or Change a Listing
               3. Enter the 3-digit listing number you would like to add.
               4. Press 1 - For Regular IVR listing
               5. Record your listing and follow the voice instructions.
               NOTE: You do not enter the source digit when setting up or deleting listings.


Note: Direct   Direct Connect Listing (Secondary Transfer) Setup
Connect
               From the Main Menu:
Listings are
available on   1. Press 7 - Manage Your IVR Listings
select rate
plans only.    2. Press 1 - Add or Change a Listing
               3. Enter the 3-digit listing number you would like to add. You do not enter the source
               digit when setting up or deleting listings.
               4. Press 4 - For a Direct Connect listing
               5. When prompted, enter the 10-digit phone number you want the extension to forward
               to.


               To Delete a Listing
               From the Main Menu:
               1. Press 7 - Manage Your IVR Listings
               2. Press 3 - Delete a Listing, follow the voice instructions


               Quickload Number Setup
               Quickload numbers are unique numbers that align fax images with listing
               extensions. Once you have recorded the verbal presentation, the Quickload
               number is created.
               From the Main Menu:
               1. Press 7 - Manage Your IVR Listings
               2. Press 8 - Administrative Fax Information
               3. Press 5 - Fax of your Quickload Number


               Loading Fax Images Using Quickload Numbers
               Use the following procedure to load your fax images by fax machine:
               1. Load all of your pages for that particular listing into the fax machine.
               2. Set the fax machine to FINE for graphics, or NORMAL for text. When choosing
               between FINE and NORMAL, please consider that although setting your machine to fine



                                                                                                  21
mode will give you a higher resolution necessary for clear graphics, it will also slow the
transmission rate, substantially increasing the cost of your fax.
3. Using the telephone built into your fax machine, call (800) 247-8853.
4. The system will prompt you to enter your Mailbox or Quickload number. Enter the 14-
digit Quickload assigned to the listing you are attaching a fax image to.
5. Press START button on your fax machine. The fax image is immediately loaded behind
the correlated listing.
NOTE: If your fax machine does not accept the Quickload number, chances
are it is not in an interactive mode. If your fax requires that you press START
to hear a dial tone, your fax is not in an interactive mode. If the fax machine
has a PAUSE/REDIAL button, try the following:
1. Load all of your pages for that particular listing into the fax machine.
2. Set the fax machine to FINE for graphics, or NORMAL for text.
3. Using the telephone built into your fax machine, enter 800-247-8853 but do not press
Start yet.
4. Press the Pause button 5 times.
5. Enter the 14-digit Quickload assigned to the listing you are attaching a fax image to.
6. Press the Start button and your fax will load into the ArchAgent system.


Requesting a Call Detail Fax
You must request a fax detail to a fax-only system. Voice/fax systems will not work.
From the Main Menu:
1. Press 7 - Manage Your IVR Listings
2. Press 7 - Request a Call Detail Fax
3. Enter the 10-digit fax number where you want the call detail sent


If the fax number is busy, the system will re-try three times at five-minute intervals. You
may also request a fax detail as far back as 90 days. To request a fax detail specifying a
time range:
1. Press 7 - Manage Your IVR Listings
2. Press 8 - Administrative Fax Information
3. Press 1 - Call Detail Fax
4. Press 2 - Specify a Date Range, follow the voice instructions




                                                                                            22
23
Chapter 3

             Powerline™ Reporting Guide


Pull reports by date range, extension or source digit. Use your Powerline™ data
to effectively track your advertising and negotiate price reductions.




                                                               210 Barton Spring Road
                                                                             Suite 275
                                                                     Austin, TX 78704
                                                                       800-882-9006




                                                                                   24
                                Powerline™ Complete Reporting Guide
With the Powerline™ custom reporting functions, you can view your leads by date range, export
data to a contact manager, track your advertising’s effectiveness, create a listing report, create a
price reduction report, and track any type of variable call traffic.

Logging into the Reports Page
To retrieve your reports through our website you will first log into the Customer Portal.
1. Access the Powerline™ Portal by logging in through the ArchAgent homepage at
www.archagent.com or by entering https://portal.archtelecom.com/Portal/Login.aspx
2. Enter your 10-digit Mailbox number in the “Login ID” field
3. Enter your default password in the “Password” field
4. Click the “Login” button
5. Click on the “Reports” tab
6. Click on “Powerline”



Retrieving Call Records for a Specific Date Range
You can view all of the calls into your system, sorted by the time of access.
1. Enter the date range in the “From” and “To” fields
2. Click “Get Report”



Creating a Price Reduction Report
Using the Powerline™ system you can easily create a report to show the seller call traffic detail
on their property extension as compared to other properties on your system.
1. Set the date range in the “From” and “To” fields
2. Click on “Filter by Extension or Source Digit”
3. Click on the individual extension for the seller’s property
4. Choose “Get Report”
Note: You can select multiple extensions by holding down “Ctrl” and selecting the different
extensions or source digits you would like to retrieve.


Creating an Advertising Source Report
1. Set the date range in the “From” and “To” fields
2. Click on “Output Formatting”
3. Select “Source Digit” from the “Primary Subtotal” drop down menu
4. Choose “Get Report”
Note: You can view the call count for each extension by checking the “Subtotals Only” box




                                                                                                    25
Selecting the Columns to Include
Note: If you choose all options you will need to set your printer for “Landscape” mode otherwise
the information on the report will run off the page.

1. Click on the “Columns to Include”

2. Check the boxes for the information you want provided in your report:

    •   Date/Time: The time and date the caller accessed your system
    •   Mailbox: The mailbox number the caller accessed
    •   Mailbox Name: The directory name registered to the mailbox
    •   Calling Number: The captured number for the call
    •   City/State: The city and state where the area code and prefix is registered
    •   Calling Line Type: The type of calling line used (Cellular, POTS line, etc.)
    •   Do Not Call Flag: Designates numbers that are registered on a Do Not Call list
    •   Called Number: The Powerline™ number the caller dialed
    •   Duration: The amount of time the caller was active on your Powerline™
    •   Type of Call: The action taken by the caller (Extension access, Login, Hang-up, Zero
        Transfer)
    •   Extension and Source Digit: Extension and source digit entered in a single column
    •   Extension: Extension entered by the caller
    •   Source Digit: Source Digit entered by the caller
    •   Description: User-entered description through the Web Portal
    •   Voice Message: Did the caller leave a voice mail on the system
    •   Fax Number: Fax number used to request additional information
    •   Transfer Destination: Number caller where caller was live transferred
    •   Transfer Duration: Amount of time caller spent during live transfer
    •   Name and Address: Reverse append results for the calling number

Selecting the Calls to Include
1. Click on “Calls to Include”
2. Check the boxes for the types of calls to include in your report:

    •   Extension Access: Caller accessed your system and entered a working extension
    •   Hang up: Caller accessed your system, but did not enter in an extension
    •   Login: Administrative access of your Powerline™ system
    •   Zero Transfer: Caller pressed Zero and live-transferred
    •   Invalid Extension: Caller accessed your system but did not enter a working extension
        number
    •   Fax Mail: A fax was delivered to your Powerline™ system



Selecting the Display Order
Calls can be displayed in order of Time, Extension, Source Digit, Calling Number, or Mailbox to
help you organize the data.
1. Click on “Output Formatting”
2. Select how you would like the data sorted in the drop down menus




                                                                                                  26
Retrieving a Call Total for an Extension or Source Digit
You can retrieve a total for the amount of calls made to a specific extension or source digit. The
calls will be grouped based upon the criteria you set and will be followed by a subtotal. You can
check the “Subtotals Only” box to view only a call count for the extensions or source digits.

1. Click on “Output Formatting”
2. Select how you would like for the calls to be grouped and subtotaled from the drop down
menu

Advanced Selections
1. Master Mode- Includes all data for all mailboxes in the Powerline™ system. Corporate systems
only.
2. New Leads Only- Removes duplicate calls from the same phone number.

Note- You will occasionally run into the error “Call records for your mailbox are currently
being processed - please try again in a few minutes (-539).” The system is matching
up new calls against your call records and the results will be available shortly.
Please give the system a few moments to run this report and resubmit your request.


Downloading a Report to a .csv Format
You can easily download your report in a .csv format to import into any contact management
software.
1. Select the Date Range in the “From” and “To” fields
2. Check the “Download” box
3. Click “Get Report”
4. Save the report to your hard drive


Custom Reports
Other reports are available to you on our website. To access our Custom Reports page:

1. Access the Customer Portal
2. Click on the “Reports” tab
3. Click on “Custom Reports”

Selecting a Custom Report
1.   Select the report you would like to view in the drop down menu
2.   If the report is not listed select “Other”
3.   Enter in the Report # you would like to view
4.   Select the date range
5.   Select “Get Report”




                                                                                                27
Available Custom Reports
Report #        Description
115             List of all Hang-up Calls (Calls that did not enter an extension)
312             IVR- summary of all active extensions in an IVR system
315             Displays survey questions including type, labels, etc.
404             IVR accesses by hours of day
406             IVR accesses by day of week
407             IVR access by day of week for master mailbox
408             IVR access by day
409             IVR accesses by day for master mailbox in corporate system only
410             Summery of IVR calls by extension and source digit for a personal or shared
                system
412             List of all active Quickload Numbers
413             List of all File URLs for web access to extension audio
414             List of all feedback line property codes
500             Delivered pages
501             Displays records of all voice messages received by a particular mailbox within a
                date range within the past 90 days.

Printing Tips
When printing the Powerline™ report your browser will automatically adjust the columns to fit
the page it is printing. By printing in “Landscape” mode the reports typically are formatted in an
easier to read layout. Also, if you find the rows difficult to read, try and remove some of the
unnecessary columns.




                                                                                                   28
29
Chapter 4

            Example Recorded Messages


Setup your Master Greeting and Property descriptions either through the phone
system or directly through the Web Portal.




                                                              210 Barton Spring Road
                                                                            Suite 275
                                                                    Austin, TX 78704
                                                                      800-882-9006




                                                                                  30
                                                     Example Recorded Messages
With personal systems, you have extensions 200-999 available to record property descriptions,
direct response reports, voice mailboxes, or anything else you would like to advertise.

The first recording you will make is called the Master Greeting and it is the first thing the caller
will hear when they dial your toll-free number. It needs to be a short recording that lets people
know they have dialed the correct number, prompts them to enter in the code for the information
they would like to receive, and prompts them to press “0” if they do not know their extension
number.

Example Master Greeting
Hello, and welcome to John Smith’s 24-hour property and marketing hotline. Please enter the
code number for the information you wish to receive. If you do not know your code or would like
to speak directly with me please press ‘0’ now. Thank you very much for calling.

To record your Master Greeting through the Powerline™ phone system:
    • Dial your toll-free number
    • Press the “*” and enter your password
    • Press 9- Personal Options
    • Press 1- Greetings
    • Press 1- Regular Greeting
    • Follow the voice prompts

Next you will record the individual extensions for your properties and direct response reports.
There are four standard ways to place your recordings on your Powerline™ number.

ArchAgent Assistant Services
ArchAgent has professional voice talent on staff that will script, record and attach the fax to an
extension, and best of all, they will do the first recording for free.

To have an ArchAgent Assistant create your recording simply email setup@archagent.com and
include your toll-free number, the extension you want recorded, and attach a property flyer or
the MLS sheet so we can script a recording from the basic property information.

Through the Powerline™ phone system
   • Dial your toll-free number
   • Press the “*” and enter your password
   • Press 7- Mange your IVR
   • Press 1- Add or Change a Listing
   • Enter the Extension Code you are creating
   • Press 1- Regular IVR
   • Follow the voice prompts

Uploading .WAV files
   • Log into the Web Portal at https://portal.archtelecom.com/Portal/Login.aspx
   • Click on the “Powerline” tab
   • Choose “Create Regular Ext”
   • Enter the Extension number you are creating in the “Extension” field
   • Enter the property address or report title in the “Description” field
   • Click “Browse” and attach the .WAV from your hard-drive
   • Click “Save Extension”



                                                                                                     31
Recording Directly through our Web Site
   • Plug a USB microphone into your computer
   • Log into the Web Portal at https://portal.archtelecom.com/Portal/Login.aspx
   • Click on the “Powerline” tab
   • Choose “Create Regular Ext”
   • Enter the Extension number you are creating in the “Extension” field
   • Enter the property address or report title in the “Description” field
   • Click on the “Record” button and record your extension description
   • Click on “Upload”
Note: You will need to have the latest version of Java installed and active in order to use this
service. This plug-in can be downloaded from their website at http://java.com.

Tips for making your recordings:
   • Use a call to action to get the prospect to press “0” and transfer directly to you. Most of
        our clients find using, “You may receive our most current price by pressing 0 at any
        time,” to be effective. This will also save you from having to rerecord the extension after
        price reductions. Other options include, “To schedule a viewing of this property press 0
        at any time,” or simply, “To speak directly with me press 0 now.”
   • Script the message out on paper before recording. It will save time and frustration.
   • Try to limit the recording to around 30-45 seconds in length. You do not want to lose
        the caller’s attention before they reach the end of the recording.
   • You don’t want to give the caller too much information before speaking with them as you
        could potentially disqualify them or have trouble beginning dialogue. Make sure to leave
        something valuable out for when you make the follow-up call.




                                                                                                   32
Example Property Recordings

Example A
You can receive our most current price at anytime by pressing “0.”

Congratulations! You’re calling on one of our most prestigious homes. This property, located at
123 Main Street, has 3 bedrooms and 2 baths, new carpeting, new paint, a backyard large
enough for a pool, and an outstanding floor plan that is very applicable for grand entertaining. A
gourmet kitchen and recently updated bathrooms complete this picture of an executive’s dream
home.

If you would like a property brochure emailed to you, please press “2” and leave me your email
address or you can press “0” now to schedule a showing of this property. Thank you for calling
and good luck in your new home purchase.

Example B
You can receive our most current price at anytime by pressing “0.”

Hello, the property you are calling on is located on the beautiful coast of Laguna Beach. This 4-
bedroom, 3-bath home was constructed with a fabulous Mediterranean flair. Both the kitchen
and bathroom have been accented with Italian ceramic tile. The home has a beautiful pool and
spa area overlooking a scenic southern coast.

The owner is retiring and leaving the area so the property has been priced to sell. To receive the
most current price please press “0” now. Thank you for calling and good luck in your new home
purchase.

Example C
You can receive our most current price at anytime by pressing “0.”

Located in the popular area of Barton Springs in Austin, this 3-bedroom, 3-bath home is the
perfect starter home for a young family. The home sits on three-quarters of an acre, is
beautifully landscaped, and has an attached garage. This home is just three years old and has a
breathtaking view of the park and hill country.

This modern home is listed below market value and has some amazing down payment options.
For more information on how you can purchase this property with little or even no money down,
please press “0” now.

Example D
You can receive our most current price at anytime by pressing “0.”

Prestigious Big Canyon Development in Newport Beach. This house sits on five luxurious acres
next to the finishing hole on the Newport Championship golf course. This stately manor has
3,000 square feet of opulent living space. The home has 6 bedrooms and 5 bathrooms, with a
fireplace and a beautiful imported Jacuzzi. A separate guesthouse is located on the back of the
property. This home has impeccably landscaped grounds and a lagoon-style pool with an
entertainment cabana capable of handling ten guests.

This home is available for immediate occupancy. To schedule an appointment for a showing or
to obtain our most current price press “0” now. Thank you for calling the Smith Team’s 24-hour
property hotline and good luck on your new home purchase.




                                                                                                33
Chapter 5

         Using Source Digits to Track your
                   Advertising


With the Powerline™ Service you are able to track the effectiveness of your
marketing efforts so you can apply your marketing budget efficiently and
guarantee the highest return on your investment.




                                                                210 Barton Spring Road
                                                                              Suite 275
                                                                      Austin, TX 78704
                                                                        800-882-9006




                                                                                    34
                         Using Source Digits to Track Your Advertising
With the Powerline™ Service you are able to track the effectiveness of your marketing efforts so
you can apply your marketing budget efficiently and guarantee the highest return on your
investment.

When establishing a new code, you can pick any extension between 200-999 (unless you have
customized the listing length). By adding a unique fourth digit to the end of each extension,
called a Source Digit, you will be able to identify the advertising medium the prospect responded
from. You can track up to ten different mediums with digits 0-9 available for source digit use.

Adding the Source Digit to your Extensions
After you record your extension, you will add the source digit to the end. You do not use the
source digit when you are setting up or recording the extension. For example:

You have recorded the property listed at 123 Main Street on extension 200. Now when you go to
advertise the property it would read as follows when printed:
        2001 On the sign rider
        2002 In your local Homes magazine
        2003 In the newspaper
        2004 On a Just Listed postcard
        2005 In your monthly newsletter

Every person who calls and enters one of these different codes hears the property recording 200
about 123 Main Street. But, when you receive your instant notification or web report, you are
going to be able to determine which ad source the prospect found the property by the last digit
listed in the extension number.
Remember to keep the source digits consistent across your extensions so you can keep an
accurate total of your response. For instance, you now record 234 Cherry Street on extension
201. When you placed the various advertisements, they would read:
          2011 On the sign rider
          2012 In your local Homes magazine
          2013 In the newspaper
          2014 On a Just Listed postcard
          2015 In your monthly newsletter

To help you track your source digits you can enter them through our Web Portal. Once you have
logged in, click on the “Powerline” tab and choose the “Top Producer 7i” or “Top Producer 8i”
option. Simply enter in your Source Digits and choose “Save.”

Retrieving Source Digit Call Reports
At the end of the month, you can now retrieve a Powerline™ report that will tell you exactly how
many calls you received from each advertising medium. To retrieve this report:
    • Log into the Web Portal at https://portal.archtelecom.com/Portal/Login.aspx
    • Click on the “Reports” tab
    • Choose the “Powerline” report
    • Set your Date Range
    • Click on “Output Formatting”
    • Choose “Source Digit” as the “Primary Subtotal”
    • Click “Get Report”
You can also check the “Subtotals Only” box if you want to only view a count of the call total into
each source.



                                                                                                 35
Configuring Your Source Digits
  •   Log into the Web Portal at https://portal.archtelecom.com/Portal/Login.aspx
  •   Choose the “Powerline” tab
  •   Choose the link “Miscellaneous” under “Configuration”
  •   Enter in Your Advertising Sources
  •   Click “Save”




                                                                                    36
37
Chapter 6

  Using Sign Riders to Generate Immediate
                   Leads


Using your Powerline™ system to replace brochure boxes on your yard signs is
one of the easiest and most effective ways to generate fresh buyer and seller
leads.




                                                              210 Barton Spring Road
                                                                            Suite 275
                                                                    Austin, TX 78704
                                                                      800-882-9006




                                                                                  38
                     Using Sign Riders to Generate Immediate Leads
Using your Powerline™ number on sign riders is one of the easiest and most effective strategies
for attracting buyer and seller leads.

Even with all of the information available on the internet and through printed publications, many
prospects still prefer to get in their car and drive the areas in which they are interested before
calling a real estate agent. Capturing these prospects’ phone numbers before they speak with an
agent often gives you the first opportunity to build rapport and convert the leads into clients.
You will also have the first opportunity to generate a new listing if they have a home for sale, as
Kiplinger’s Personal Finance reports that 74% of sellers and 61% of buyers hire the first agent
they talk to.

In addition to generating quality leads, Powerline’s™ technology allows you to track each lead
using a special advertising source digit. Never again will you have to wonder who removed your
brochures or whether any potential leads missed out on an opportunity to get information on one
of your properties.

Key Strategies for Use of Sign Riders

        Visibility - If possible, mount the rider on top of your signs. Use a two-sided rider with
        the toll-free number printed on both sides. Make sure to include a mention on the rider
        of the free 24-hour recording offered.

        Compel People to Call - Remove the brochure box. This will force the prospect to call
        your Powerline™ number to hear the talking ad, ensuring that you capture the lead. If
        you must use a brochure box be sure to print your Powerline™ number on the brochure
        and eliminate any disqualifying information such as square footage, number of
        bedrooms, and price.

        Source Digits - Utilize a source digit (the fourth digit of your extension) so you can
        determine the source of each of your leads.


 ArchAgent can provide you with Powerline™ sign riders. They come in distinctive colors
and are made with corrugated plastic. You can find more information on ordering signs on our
website at www.archtelecom.com/downloads/ArchAgentSigns.dot.




                                                                                                 39
40
41
Chapter 7

Using Powerline™ In a Listing Presentation


Use Powerline’s™ innovative technology to conduct dynamic listing
presentations that will generate and close more listings.




                                                             210 Barton Spring Road
                                                                           Suite 275
                                                                   Austin, TX 78704
                                                                     800-882-9006




                                                                                 42
                              Using Powerline™ In a Listing Presentation
Use Powerline’s™ innovative technology to conduct dynamic listing presentations that will
generate and close more listings.

How to Win More Listing Presentations
Prospective sellers choose a listing agent based on their perception of the value an agent offers
relative to the competition. The prospect’s determination of value is influenced by a combination
of an agent’s function, what he can offer the prospect, and their perception of the agent as a
dynamic professional.

In order to close more listing presentations, you must present a compelling and functional
marketing plan, and most importantly, you must present yourself as a dynamic professional by
differentiating yourself from your competition. Ultimately, every seller is concerned about one
thing: selling their home at the maximum possible price in the shortest possible time period. You
must communicate to prospects your unique ability to facilitate that process.

Anyone with even a cursory understanding of the housing market, or free market for that matter,
knows that all price points are determined by supply and demand. Consider this analogy: the
price of a share of stock is not determined by earnings, price-to-sales ratios, market
capitalization, or any other metric that some financial analyst would have you believe. The value
of an individual stock is simply determined by the price at which an individual is willing to sell the
stock (supply) and the price that another individual is willing to pay (demand). The housing
market replicates this exact same relationship.

Many factors, such as location, influence demand, but the single greatest mitigating factor is
exposure. If your listing were to be showcased on the evening news each day, its exposure, and
therefore its demand, would skyrocket.

Your presentation should focus on the unique capabilities you possess that will create
the greatest demand for the prospect’s house, allowing them to sell it at the
maximum sales price in the minimum amount of time.

Enter Powerline™.

Despite the proliferation of electronic media such as websites, the majority of potential
homebuyers still search for properties the old-fashioned way – they select a desired
neighborhood and drive the area looking at For Sale signs. Powerline’s™ sign riders advertise
toll-free information hotlines that compel prospects to call and allow agents to capture the
information of prospects driving neighborhoods looking for their next home purchase.

During your listing presentations, explain to prospects how Powerline’s™ technology allows you
to immediately follow up on potential buyers who call the toll-free number and who might
otherwise drive by, pick up a flyer, and disappear without the seller being able to track their
marketing’s results. The stress-free and anonymous method of contact offered by Powerline’s™
toll-free information hotline results in more calls. In fact, by removing the intimidation of dealing
directly with an agent on the phone, Powerline™ will lead to 300-400% more calls from
prospects.

More calls equate to more captured information and hot, quality leads. More leads equal an
opportunity for you to build demand in the property. When you give your listing presentation,
use these unique capabilities to impress the prospect with your ability to create the most demand
in their house, and thus sell it at the highest price.


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Preparation Is Key to Your Success
Prior to attending the listing appointment, you should acquire as much information about the
seller’s home as possible. Draft a script describing the features of the home, placing emphasis
on the points that are important to your seller. Next, call your toll-free number and record the
prospect’s information on one of your available listing extensions.

Once you begin the marketing portion of your presentation, explain how you intend to use the
exciting and sophisticated technology of Powerline™ to help sell the prospect’s home. Call your
toll-free number and have the prospect listen to the recorded listing of their property, and even
directly transfer to you. Within seconds you will be able to show them their contact information
that has been delivered directly to your cell phone via a text message. Additionally, have one of
your assistants placed on the notification alert for this number, so that when you call the number
they can call you back. Top-producing Realtors consistently tell us this is one of the most
powerful benefits of Powerline™.

For an added impact, incorporate special Powerline™ features such as ArchAgent’s Call
Coordinator Service to add a flare to your presentation that will undoubtedly set you apart.
Consider setting up Call Coordinator with a separate Powerline™ extension that you use solely in
listing presentations. When you call that Powerline™ extension, not only will you be able to
instantly show the seller that you have been alerted with the contact information of the caller,
but through the power of Call Coordinator, you will receive a call from an operator within 15
minutes following up with answers to any questions you may have or to qualify you as a potential
homebuyer. The immediacy and professionalism of this response communicates to the prospect
that you have the service and technology needed to sell their home quickly and at the highest
possible price.




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                                              The Ultimate Listing Presentation
Example of a Top Producer’s (Sales Volume in Excess of $40,000,000) Listing
Presentation:
“My call capture technology enables me to offer free, recorded information about your property
24 hours a day.

I will advertise the toll-free number on your yard sign and in all the ads I run. Prospective
buyers can then call anytime, 24 hours a day to hear the recorded message describing your
property.

Since the information is always available, prospective buyers can inquire about it when it is
convenient for them. Imagine a prospect is looking at one of my advertisements on your
property late in the evening. He can call and get information right then, while his interest is
peaked. Because this is a recorded service, it eliminates intimidation. The prospect does not
have to speak with a live sales person immediately; therefore, at least three to four times as
many people will call.

Once the prospect has made the call, the true power of this system springs to life. When that
prospect calls in and listens to the recording of your property, my system records the name,
address, and phone number automatically, whether the name is left or not. This powerful
technology enables me to follow up on every call, allowing me to have a steady stream of leads
interested in finding out more about your property.

The system records the caller’s information on a call report, just like this one (show the
prospective seller a sample call report, or for greater impact, a three-ring binder of many sample
call reports). At this point, I will follow up to find out if the caller is interested in viewing your
home. Let me show you how it works.”

 Have him pick up his home phone and dial your 800 number and enter the extension
you have assigned to his property… don’t tell him it’s his property.

As he is listening to the greeting, tell him to enter the listing extension you have assigned to the
recording of his property.

About 20-30 seconds later a text message will arrive to your cell phone with the prospective
seller’s home phone number, name, address, and property address on it!

Show the text message to your seller. You have just solidified in his mind how you capture every
single call. The graphic representation of the text message generates an emotional response
from the prospect, and people make decisions based upon emotion. Close on that emotion!

“Isn’t this impressive technology? I capture every potential buyer and within minutes I can be on
the phone with them, getting them excited about your property.

Now, that description may not completely describe your home, but you can see the concept.
With this system, prospective buyers can access information on your property 24 hours a day and
receive marketing information immediately…when they want it. Since I capture their information
for follow-up, we won’t lose potential buyers and I will be talking to them when their interest is
peaked.




                                                                                                    45
This is very important because if your agent can’t get the desired information to potential buyers
immediately, that prospect will often move on to the next property. With this system, I can give
them information immediately and follow up while they’re hot.”

This presentation captivates prospects’ imaginations and demonstrates for them the unique value
offered by your Powerline™ system. Any agent can claim to be the best or most successful agent in
a neighborhood. It is the agent who uses tangible assets to show how they will generate demand in
a property and sell it for the highest price who closes the listing presentation.




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48
49
Chapter 8

 How to Write Advertising That Makes You
                 Money


Writing ads that make you money is not a simple task, yet developing a cost-
effective advertising campaign that generates significant response, and most
importantly, makes you money is quite achievable.




                                                               210 Barton Spring Road
                                                                             Suite 275
                                                                     Austin, TX 78704
                                                                       800-882-9006




                                                                                   50
                       How to Write Advertising That Makes You Money
Most agents put very little effort into their advertising and then, ironically, are stunned when they
receive lackluster results. Many agents simply copycat one another; they advertise in the same
mediums and use the same ad templates and when they receive the same poor response, like
brothers in failure, they console one another by accepting that advertising just doesn’t work.
They rationalize that they only advertise for the seller.

This does not have to be. Writing ads that make you money is not a simple task, yet developing
a cost-effective advertising campaign that generates significant response, and most importantly,
makes you money is quite achievable. Like in most aspects of life, to achieve results you are
going to have to invest; and in the case of advertising the investment is effort and the willingness
to track response.

Always keep in mind these tenets as you develop your advertising strategy:

    1) Advertising to pacify your seller is a waste of your hard-earned money. Treat your ads
       like your employee – if they are not effective in making you money, fire them.
    2) Advertising requires testing and adjusting. Sometimes you must tweak the headline,
       copy, or close to suit your geography, market, or ad medium. You can not make proper
       adjustments to your ads unless you can track their response.

                           An Important Note on Advertising Guidelines
           The U.S. Department of Housing and Urban Development has published a
           memorandum stating guidance on the procedures for the acceptance of real
           estate advertising. Section 804-c of the Act prohibits the making, printing, and
           publishing of advertisements which state a preference, limitation or
           discrimination on the basis of race, color, religion, sex, handicap, familial status,
           or national origin.       To read the complete document please visit:
           http://www.hud.gov/offices/fheo/disabilities/sect804achtenberg.pdf

Investing Effort
Regardless if your ad is a homes magazine picture ad, a newspaper ad, or an editorial ad, there
are elements that it must contain. The first level of effort would be to understand the elements
of effective marketing – the “how to” and “whys”:

How to:
     •      Make your ad stand out in a sea of competitors
     •      Identify desired prospects
     •      Engage prospects on an emotional level
     •      Compel prospects to respond
     •      Capture all the information necessary for follow-up

Why:
       •    Ad placement matters greatly
       •    Tracking response is the single most important factor in advertising
       •    Effective marketing is the fastest vehicle to build brand

Every ad you run, regardless of whether it is an editorial or picture ad, contains the following
three essential sections:

       •    Headline: The headline drives the ad. It must generate sufficient attention to cause the
            prospect to read the rest of your ad.



                                                                                                   51
     •    Offer: The offer is the copy of the ad. It creates value and credibility and projects
          uniqueness that separates you from your competition.
     •    Close: Compels the prospect to respond in a timely fashion.

First a Word on Ad Placement
It doesn’t matter how good your ad is if it doesn’t get read. What location is to real estate,
position is to advertising. It’s important to position your ad so that it stands out and draws
attention. The number one reason prospects do not respond to your advertising is because they
never notice it. Most real estate sections feature a plethora of ads that look very similar to one
another, making it easy to understand why your ad may not get read.

Your first job is not to get your ad read, but to get your prospect to see your ad.
Prospects do not have time to read every ad, and on average will skip over 75% of the material
in front of them. Think about how you read a newspaper – studies show that readers approach
ads by first scanning the headlines. They then move to the top right, immediately scan the
bottom of the page, and work their way up the middle and left sections.

The best position for your ad is on the top front page of a section; the second best position is on
the top back page of a section. The next best positions are top right, followed by bottom right.

Newspapers, magazines, and other print providers know that the top front section receives the
most exposure, so they will attempt to charge you a premium. Consider negotiating or
leveraging them whenever possible. Tell them you are willing to sign a deal with longer terms if
the ad works well for you. Be creative. If your local sports team is playing in a big game,
consider running your real estate advertisement in the sports section the day after (when
everybody is reading the sports section) next to the article on the game. Use that same strategy
for any widely-read event.

Advertising Rules

Rule #1: The Headline Must Generate Attention or the Rest of Your Ad Will Not Be
Read

The headline is your “ad for the ad.” Your headline does not need to sell, it simply needs to grab
your prospects’ attention and compel them to read the rest of the ad. The average person
spends 2.8 seconds scanning your ad. You need to make your appeal quickly and succinctly in
order to grab their attention.

Quality headlines either reveal or promise an offer that attracts the interest of a targeted
audience. One of the biggest mistakes unseasoned marketers make is that they try to appeal to
a mass audience. They do not define their target audience. Your ad should address only the
prospects you seek. This strategy will strengthen your appeal to your desired audience and
generate a higher rate of return than a general offer to an unspecified audience.

Consider the following analogy: If you were going fishing, would you be more successful if you
simply cast a line into the ocean or if you used a specific bait to attract a specific fish and then
cast your line in a specific part of the ocean?

The obvious answer emphasizes the fact that the more specific the appeal, the more likely you
are to attract the desired prospect’s attention. Specifics always win out over generalities. For
example, if you are going to appeal to homebuyers, narrow the target down to:
    • First-time homebuyers
    • Buyers making an upgrade
    • Luxury homebuyers


                                                                                                       52
    •    Investors

“Yes, That’s Me!”
Once you’ve defined your target, use descriptive copy to “paint a word picture,” visually placing
the prospect in a location where you can make an effective appeal. When done properly, the
prospect will identify with your message and say, “Yes, that’s me,” and then they will continue
reading.

Whether they are negative (pain), positive (gain) or reassuring (pragmatic), emotions cause us to
respond.

Words   emotionally relevant to “pain”
   •     Quit
   •     Stop
   •     Fail
   •     Cease
   •     Tired
   •     Warning
   •     Alert
   •     Naïve

Words   emotionally relevant to a “pragmatic” person
   •     Safety
   •     Comfort
   •     Knowledge
   •     Protection
   •     Security

Words   emotionally relevant to “gain”
   •     Accomplishment
   •     Achievement
   •     Success
   •     Reward
   •     Benefit
   •     Deserve
   •     Earn
   •     Finally

Tips To Help Get You Going:
   1. Don’t wait for inspiration. You are writing ads for the sole purpose of generating
        income. This is a learned art, not a skill with which you are born. Just start writing;
        improvements will come quickly.
   2. Decide whom you want to target and focus on that demographic.
   3. List all of the benefits that are compelling, appealing, and unique. The headline is in
        that list.
   4. The headline is the most important aspect of your ad. Spend a greater amount of time
        considering your headline choices than any other aspect of your ad.
   5. Be resilient and patient. Accept that you may initially fail. But once you learn the art, it
        will pay dividends for the rest of your career.
   6. While the only responsibility of your headline is to generate interest, do not make the
        offer misleading, as this will engender mistrust and alienation.


Rule #2: Creating Value Is The Only Responsibility Of Your Offer.


                                                                                                53
Your headline has achieved its goal of engaging readers and sufficiently intriguing them to read
the copy of your ad. Now is your opportunity to create value and separate yourself and your
offer from the competition. Your offer should be descriptive and creative. When writing copy
you should endeavor to address the following:
    • “What’s in it for me (the prospect)?” How will the prospect benefit by responding to your
         ad?
    • What is my Unique Selling Proposition (USP)? This should separate you and your offer
         from the competition. Why would a prospect benefit from responding to your ad versus
         your competitors’?
    • If your offer is separating the prospect from “pain,” promote your offer within a
         “Problem-Solution-Confirmation” framework. What problem am I addressing? What
         solution am I offering, and is the prospect clear on this solution?
    • If your offer is appealing to a pragmatic target such as a mover-upper or a medium-to-
         high end audience, exploit reciprocity. With these prospects you earn trust by extending
         trust. David Cialdini’s book, The Power of Reciprocity, explains this human behavior trait
         in excellent detail.
    • If your offer is focused on high-end achievers, appeal to their ego.
    • Tell the whole story. Prospects are more likely to respond to a longer ad that tells a
         complete story than a shorter ad that leaves out important information.

Focus on Value
There is an abundance of real estate marketing books that promise to provide you with cut-and-
paste ads or some sort of magic pill that will make you rich. Their goal is not to give you turnkey
marketing that will deliver the riches they promise, but to sell you their book. They play on your
desire to succeed and receive instant gratification.

These experts often express that your goal in marketing should be to build desire in the
customer. The truth is that real estate ads do not have to create desire in their marketing.
Generally, people searching real estate ads already possess the desire to purchase or sell
property; otherwise, they would not be looking at a real estate ad. Real estate is not a market
that thrives on hard-sells to convince a person that they need a certain house. The house, if
priced right, will sell itself.

The goal of your advertising is to uncover the active buyers and sellers, not to convince them to
make a buy/sell decision on a specific property or your services.

On a picture ad, if your headline did its job in grabbing attention, the prospect will either find
your listing desirable or not. If your ad is an editorial direct response type, the offer is either
compelling to that specific prospect or not. No amount of window dressing will change that.
Instead of chasing desire, focus on offering value and delivering as unique a service as possible.

The Value Formula
Prospective home buyers and sellers find value in the product and service, not in self-promotion
that originates from the person selling the product or service to them. Marketing yourself instead
of your service serves no purpose. Phrases such as “number one agent,” “most active agent,”
“presidents’ club,” “top producer,” or any other self-promotional phrase creates no value.

This is not to say that there are not appropriate venues for accomplishments and self-serving
logos and tag lines; but keep in mind that they are most effective once value has been
established. With some, but not all prospects, established agents with strong brands already
possess value, but that value was created by past performance, not by self-promotion.




                                                                                                  54
So how do you create value? Let’s be specific; let’s define value. Ultimately, value is a
transformation of power from owner to customer. Understanding that transformation relies on
the following formula:

Value = Function + Perception

Function is defined as Alternatives/Cost. Function is the analytical side of a person’s decision-
making process. It is determined by a prospect understanding what an offer does in mechanical
terms compared to like offers, divided by the cost or price.

Perception is defined as Belief + Emotion. It is harder to measure and is influenced by
intangibles such as beauty, image, and credibility. A buyer’s perception of an offer reflects what
they find important, and often has a greater impact on decision making than function. You’ve
likely heard that people buy on emotion (perception) and justify on reason (function).

Consider these multiple-choice questions: You receive a $50,000 transportation allowance.
Would you:
   (a)      Purchase a bicycle?
   (b)      Hire a limousine service?
   (c)      Purchase a $50,000 car?

Purchasing a bicycle is certainly the most economic but least convenient, while hiring the limo
service may be the most convenient, but likely too costly. The most functional option is to
purchase the car.

Once you have decided to purchase the car, you may narrow your decision to three like sedans:
the BMW, a Mercedes, or a Lexus. Would you:
    (a)    Purchase the most expensive or least expensive car in the group?
    (b)    Purchase the car rated #1 by some unfamiliar entity or the car’s own manufacturer?
    (c)    Purchase the car that you perceived to be the best due to some personal belief?

Generally, you would simply base your final decision on what brand you most liked. Often there
is some unique feature or benefit, whether that is actual functionality or just image, which
compels you to purchase one of the brands.

Relate this decision-making process to how you create value in your real estate marketing. You
address function, or what this offer is mechanically going to do for the prospect. Then you focus
your offer on delivering unique benefits. The prospect already has the pre-established desire;
you simply want to capitalize on it by leading them to you.

Further investigation of the value model demonstrates that self-promotion simply does not create
value. Would you be influenced to purchase the car rated #1…especially if it received that rating
by its manufacturer? Why would a prospect buy from an agent because they’ve proclaimed
themselves #1?

Certainly price is important, but it’s an entirely different metric than value. The price range is
pre-established by the prospect, and the final price is established by the market, not by the agent
or the seller. You can relate to this if you’ve ever listed a property that you know is overpriced.
It’s not what you or the seller believes; it’s what the market will pay.



Five Ways to Create Value:



                                                                                                  55
    (1)     Professionally point out the differences between your services and your competitors’.
    (2)     Beware of discounting; instead, offer additional service. If you discount, you will
            attract a discounting audience.
    (3)     Deliver quality by under-promising and over-delivering.
    (4)     Emphasize response time by respecting your prospects’ time and by beating your
            competitors’ response times.
    (5)     What does your industry do that is annoying to your competitors? Eliminate that and
            the annoyance that it engenders in prospects.

Tips to Help You Get Going:
   1. Write conversationally. Don’t worry about perfect punctuation or grammar; you can
        always fix that later with the help of spell check.
   2. Write more copy than you need. Pare it down later.
   3. Focus on your best benefit; don’t save your best for last.
   4. Avoid humor. What is humorous to one person is not humorous to another.

Rule #3: Compelling the Prospect to Act Is The Only Responsibility Of The Close.

Your headline and body copy have attracted the readers’ attention and sparked their interest.
Now, you must compel the prospect to act and to do so immediately.

Your advertising is a sales presentation in print. While print advertising should implement
strategies used in your verbal sales technique, there are distinct differences between selling in
person and selling in print. You must appropriately adjust for those differences.

You’ve likely been taught a variety of closing techniques, such as Alternative Choice Closes.
These closing techniques are about selling in person, not closing in print. If you were selling in
person, you could interact with the prospect, create dialogue, generate desire, and react to the
prospect’s objections. In print, you can only grab their attention, present your offer, and instruct
the prospect to act. You do this in a monologue, so you must communicate more precisely and
powerfully.

If you are selling in person and do not close, your production suffers. Nonetheless, in person you
would likely still make a few sales, as some properties sell themselves. In print, if you do not
present a close, your advertising will fail you.

If you have performed the sales process properly in person, the close becomes the next logical
step. You’ve probably conducted sales in the past where the close seamlessly followed pre-close
steps that were smooth and natural. You properly qualified the prospect, presented a compelling
offer, and the close was a simple instruction such as, “please sign the listing agreement here,” or
“let’s make a strong offer.”

If the prospect gave you resistance, you attempted to close them again. In print, the close is
also a natural progression, with one very significant difference: you must close the prospect on
your first attempt. There are no second chances.

Closing Is the Key to Beating Your Competition
Successful real estate print ads do not sell real estate; the selling part is your job. The ad simply
satisfies a specific desire that a prospect possesses, and then lead that prospect to you. If there
is mass desire for your product, there are going to be many prospects attempting to capitalize on
your product. Your primary goal is to close them into action.

In Print, the close must:




                                                                                                    56
   •   Succinctly and explicitly instruct the prospect with a call to action. Many print ads fail
       because the action step is not clear.
   •   Make the response mechanism simple. Many ads fail because the prospect is confused
       as to how to respond. If you’ve ever had trouble finding contact information in a print ad
       or web site, you can appreciate this.
   •   Reiterate the main benefit. People scan headlines. If they find the offer intriguing, they
       often skip to the bottom of the ad, so it is imperative that you reiterate your main benefit
       in the close.
   •   Post Scripts (PS) get read and offer a great opportunity for an additional call to action.
       Often you will see multiple Post Scripts in advertising, as the author knows Headlines and
       Post Scripts are typically read before the copy.
   •   Provide a finite window of time in which the prospect must respond. Advertising an offer
       with an expiration date engages the prospect to respond in a timely manner.
   •   Under-promise, over-deliver, and uphold the parameters of your offer. Make your value
       proposition a true win-win, and if a prospect does not respond within the guidelines that
       you set, do not hesitate to refuse them. You can not be all things to all people, and your
       time is the most valuable asset you have. Respect your prospects’ time and work with
       those who similarly respect yours.

Tips To Help You Get Going:
   1. Use simple language. People with large vocabularies are not offended by simple
       language, and for others, it’s the only language they understand.
   2. Instruct, instruct, and instruct. Never assume the prospect understands the action that
       you want them to take. Clearly and specifically instruct them.
   3. Write two closes and show them to an associate. Ask them which one is more
       compelling.




                                                                                                57
Building an Ad
To demonstrate the process of building an ad, let’s visit each element and discuss the applicable
rules it follows.

Example Ad: An appeal to a first-time homebuyer using pain as the emotional motivator

Headline:
“Tired Of Making Your Landlord Rich? Then Quit Throwing Your Money Down The Drain…”

Consider the rules this Headline follows:
   • It specifically targets a renter, likely a first-time home buyer.
   • It projects its message using a painful emotional plea. The words “tired” and the phrase
       “throwing money away” put the prospect in a visual space, albeit a negative one, but the
       key is to grab their attention.
   • The headline alludes to revealing a promise to help with the action phrase “then quit.”

The Offer:
“Your monthly rent builds equity for your landlord, not you. By owning a home of your own, you
stop wasting money and you begin to build a solid financial future. Home ownership has so
many advantages: tax benefits, equity build-up, pride of ownership, no third-party restrictions,
and no strangers on the other side of paper-thin walls.”

Consider the rules this Offer follows:
   • It addresses the problem by addressing the lack of equity being built by the target
       audience.
   • It addresses a solution by proposing a way in which the prospect can build a solid
       financial future.
   • It engages the prospect’s emotional perceived value of homeownership as a piece of the
       American dream.
   • It builds value on functional homeownership benefits such as tax benefits, pride of
       ownership, independence, etc.

The Close:
“Act now to find out how to buy your own home and stop paying rent forever. For the free
report, “Eleven Mistakes to Avoid When Purchasing Your First Home,” call us now at (800) 555-
1212 ext: 200. Call 24 hours a day for your FREE report.”

PS. For a limited time, we’ll include the use of our moving service for FREE. But you have to
hurry, this offer expires January 1st!

Consider the rules this Close follows:
   • It immediately reiterates the main benefit.
   • It has a simple and singular instruction to act.
   • It gives a perishable offer of free use of moving services that expires on a specific date.




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59
Chapter 9

 Keys To A Responsive Homes Magazine or
             Newspaper Ad


To ensure that your picture ads generate response, you should follow similar
rules to those used in your editorial direct response advertising.




                                                               210 Barton Spring Road
                                                                             Suite 275
                                                                     Austin, TX 78704
                                                                       800-882-9006




                                                                                   60
                 Keys to a Responsive Homes Magazine (Picture) or
                                                  Newspaper Ad
Homes magazines (“Homes and Land,” “Harmon Homes,” etc.) and newspapers are the most
common mediums used to advertise real estate. The ads solicit responses by profiling a picture
of a home with a few descriptive words underneath. To ensure that your picture ads generate
response, you should follow similar rules to those used in your editorial direct response
advertising.

The ad should still use a headline that targets a specific demographic. The picture of the home
will function as the offer, replacing the value proposition used in an editorial ad. You should limit
the amount of text you disclose under the picture to a few unique features of the home. In your
close, you should instruct the prospect to respond in a timely manner. The ad will still contain
the following three necessary elements:

     •   Headline: The headline drives the ad. It must generate sufficient attention to cause the
         prospect to read the rest of your ad.
     •   Offer: The picture of the home is your offer. It creates value and credibility and
         projects uniqueness.
     •   Close: Compels the prospect to respond in a timely fashion.

In a picture ad, or when using a picture of the home as your main value proposition, ask yourself
these two questions:

    (1) What do I want the prospect to know about the home?

You want the prospect to know just enough about the home that, should they find it desirable,
they respond for more information. You do not want to disclose information to the point that you
potentially disqualify the prospect and lose an opportunity to follow up.

    (2) What do I want to know about the prospect?

You want to gain as much information about the prospect as possible to allow a professional
follow-up. Call capture is an extremely effective tool in managing these processes. It enables
you to generate an increased response from traditional picture ads by eliminating text that
disqualifies a prospect and requires them to dial the call capture hotline to receive additional
marketing information. Once the prospect calls, your call capture system provides you with all
the necessary information needed to follow up.

Everything Needs a Headline
Every picture ad requires a headline. In fact, all ads have headlines whether or not the
advertiser consciously developed one. In a TV ad, it may be just the first few words you
communicate, but it has to be a targeted message with the power to grab the audience’s
attention. If you are running picture ads that do not use a headline, unless the home is highly
desirable and priced right, your advertisement will fail you.

Value Creates Desire
If you have a very desirable listing in a prime location and you’ve priced the property correctly,
you should leverage that property in your advertising so as to create more opportunities. Many
agents would not advertise the home at all, knowing it is going to sell automatically and hoping
to maximize the yield on their commission. You should do just the opposite. Why?




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You are not advertising to sell that desirable home; you are advertising to create more
opportunities for future business.

It is imperative to always keep in mind that selling real estate is not as much about the real
estate as it is:
     • Uncovering new listing opportunities
     • Winning competitive listing appointments
     • Pricing listings correctly
     • Negotiating price reductions
     • Uncovering new buyers
     • Qualifying buyers

Performance Creates Brand
Brand is created by performance. Performance is created by sales, and sales are created by
generating opportunities. Certainly, high volume, well established, branded agents can create
momentum with branding ads. But those types of agents are few and far between. To create
your brand, focus on performance.

    •   Put emphasis on your headline.
    •   Offer value in your copy.
    •   Close with an instruction and a perishable time stamp.
    •   Provide a simple way to respond that provides you with accountability.




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63
64
65
                         The Five Biggest Reasons Picture Ads Fail…
                    And What You Should Do To Make Them Succeed

Mistake #1: The Ad Focuses On Selling a Specific Home
As we stated earlier, treat your marketing like a sales person. It must sell or it gets fired. With
that in mind, you do not want your ad to be limited to just trying to sell a specific home; you
want to appeal to a prospective demographic using the home as marketing leverage. This means
that you shouldn’t care what your marketing sells, just as long it sells. Additionally, your
marketing ceases to work once you’ve made the sale, leaving you unable to leverage your
marketing investment.
What You Should Do To Succeed:

The picture of your property works as the value proposition of your ad. Evaluate the home you
are placing in the picture ad and ask yourself the following:
    • Is the listing highly desirable or is it likely going to take a few months to find the right
        buyer? If it’s highly desirable the picture ad should command optimal ad placement
        location. If you have sufficient listings for a full page ad, run your most desirable listings
        in the top and top right locations of the page (for more on ad placement see:
        www.archtelecom.com/headlines).
    •   To what demographic does this home appeal? Is it a first-time homebuyer, a mover-
        upper, a kid-friendly home, a luxury home buyer, an investor? This is your target market
        for the ad. The headline for this ad should appeal to that target.
        For example, if the home is an ideal kid-friendly home, the type of house with a pool
        where every kid in the neighborhood wants to hang out, many agents would simply run
        the word “Pool” above the picture. They incorrectly assume that the word pool
        communicates to prospects that the home is kid-friendly. In actuality, “pool” is going to
        polarize a lot of prospects and immediately disqualify many who do not want a pool. But
        we’re not trying to sell this listing; we’re trying to uncover prospects that are looking for
        that type of home. So to feed our lead generation machine, a more appealing headline
        would be, “The Home the Neighborhood Kids Play At.”
    • What is unique about the property? Location, finishings, designed by a name architect,
        school district, restaurant access, commute time? Find the unique value, as it is the
        completion of the offer and the adjunct to your picture. Present this as the limited text
        under the picture.
    • What type of perishable offer could you make to solicit a response? This is your call to
        action or close. The offer may not be obvious to you at first; you may need to be
        creative or investigate. For example, perhaps you have a new construction listing. Ask
        the builder if you bring an offer by a specific date can the buyer pick the appliance,
        finishes, etc. The law of scarcity, that people want more than is literally there, is a
        powerful tool to solicit response. (Cialdini’s book explains this in great detail amongst
        other behavioral sciences, for more information, see his book listing at
        www.archtelecom.com/resources)


Mistake #2: The Ad Disqualifies Prospects
If your ad gives too much information in the text below the picture, you may disqualify the
prospect or not give sufficient cause for the prospect to call you or your 24-hour recorded
information line.




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Consider this: a qualified buyer that owns a home is looking at your picture ad. He thinks the
house is interesting, so he studies your ad closely. He realizes the home has only four bedrooms
and he is looking for five. What does he do? He moves on, and you have lost the opportunity to
work with this qualified buyer and obtain his listing to sell.

What You Should Do To Succeed:

Limit the amount of information that you provide in the picture ad. This theory goes hand-in-
hand with the questions we asked earlier, “How much information do I want the prospect to
know, and how much do I want to know about the prospect?”

Call capture’s unique power comes from the fact that it forces prospects to act in order to receive
the information, yet allows you to maintain accountability for follow-up. The small amount of
information that you do provide is your value proposition, so keep the value formula in mind
(www.archtelecom.com/offer). Focus on the unique features of the listing. Keep in mind that
the value formula is sensitive to perception. Your goal is not to change that perception but to
exploit it in order to capture prospects with the desired pre-established perception.


Mistake #3: The Ad Assumes Too Many Elements:
 Assumption in a picture ad can be fatal to your success. One of the most difficult elements to
remove from any marketing piece is assumption. Repeatedly, marketers fall into the trap of
seeing what they want to see. They often fail to review the advertisement with fresh,
unassuming eyes. This mistake leads them to assume that the advertisement conveys their
intended message, as opposed to what is actually communicated.

We have received hundreds of “just listed-just sold” cards from agents that put us on their
mailing lists. Most of the postcards have no headline, no call to action, no reason for anybody to
do anything with them but throw them away.

The idea, of course, is that we’re supposed to connect the dots, to make the assumption that the
agent on the postcard is a quality agent because they just listed or just sold a property. The
reality is that in the years prior to becoming involved with real estate marketing, we never
connected those dots. The only assumption we ever made was that the agent wanted to know if
we were interested in buying that specific home (just listed) or that they were bragging (just
sold). Those agents never clearly communicated their intended message.
What You Should Do To Succeed:

In order to avoid assumption on the part of the prospects, you must select a target audience,
craft a compelling and easily understood offer, and most importantly, instruct prospects to act in
a timely fashion. After developing your ad, ask a 3rd party to review it to ensure the offer and
instructions are clear and easy.

Mistake #4: The Ad’s Response Mechanism Is Confusing
We were asked to evaluate a large company’s full-page advertisement that was receiving no
response. The ad had 14 pictures of homes, with the contact information for 14 different agents.
Each picture was supplemented with four sentences of descriptive text in an unreadable font.
There were two phone numbers for each agent, plus a general office phone and website (29
different phone numbers and 12 websites). We picked a property and dialed what we believed
was the agent’s direct line and got a company menu system.

If it’s confusing to the people who understand what you are trying to accomplish, it’s confusing
to the prospects you are trying to reach.



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What You Should Do To Succeed:

Keep your response mechanism, the instructions that you wish your prospect to perform, simple
and straightforward and give the prospect a reason to respond. Under the picture, do not offer
more than a single contact phone number for marketing information. A powerful advantage of
using call capture is that prospects can call it 24 hours a day, so you don’t miss opportunities
during non-traditional business hours.


Mistake #5: The Value Proposition Is Not Desirable For the Medium
If you are going to use the picture of the property as the value proposition of your ad, your
listing needs to be desirable for the audience you are targeting. Regardless of how powerful
your headline is, if your value proposition is a starter home and your ad is placed in a luxury
magazine, this home is not desirable to the target.
What You Should Do To Succeed:

Your marketing should never be deceptive. Do not run picture ads of undesirable listings. You
should also track your ad mediums to see what ad sources generate the highest response. With
the ArchAgent call capture system it is easy to know what ad mediums generated response from
which listings. This is invaluable information that will help you invest your ad dollars wisely.




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69
Chapter 10

  How to Properly Use Informational Direct
                 Response


Unless you are the clear brand of choice in your market, direct response should
be used on all types of real estate marketing; in picture ads, in homes
magazines, listings that appear in the real estate section of your Sunday
newspaper, direct mail pieces, and informational ads.




                                                                210 Barton Spring Road
                                                                              Suite 275
                                                                      Austin, TX 78704
                                                                        800-882-9006




                                                                                    70
 How To Properly Use Informational Direct Response Reports
There are essentially three types of marketing:
   1. direct response marketing
   2. direct marketing
   3. personal promotion (branding)

By definition, direct response marketing is designed to solicit an immediate and quantifiable
response from a target prospect. The delivery of the message uses an intermediary media such
as a magazine, TV, radio, newspaper, direct mail, or yard sign. The message always contains an
attention grabbing headline, copy that is pertinent to the target prospect, and a call to action
usually with an offer that will expire by a specific date.

With direct marketing there is no intermediary media involved; the agent contacts the prospect
directly, such as telemarketing or door to door. Lastly, there is promotional marketing or
branding. Promotional marketing is the most expensive, virtually impossible to track, and
generates the lowest response. Ironically, promotional marketing is where the vast majority of
agents choose to invest their marketing dollars.

Unless you are the clear brand of choice in your market, direct response should be used on all
types of real estate marketing; in picture ads, in homes magazines, listings that appear in the
real estate section of your Sunday newspaper, direct mail pieces, and informational ads.

In our business-building module, “How to Write Ads That Make You Money” we detail the
elements and processes used in creating all direct response ads. In “Templates for Building a
Responsive Picture Ad,” we examine how to implement those principles in a traditional homes
(picture) magazine ad. In this module, we will assist you in how to implement an informational
direct response ad, an ad that does not use a home as the main marketing attractant, but uses a
free report. Included in this module are twenty prewritten direct response information ads and
reports.

Why Use Direct Response Informational Ads
Simply stated, direct response informational ads can be one of the most effective and economic
forms of marketing. In the early 1900s, one of the founding fathers of informational direct
response, Claude C. Hopkins, invented fundamental rules for writing informational ads that, if
followed, provide the best possible opportunity for a profitable campaign.

The ad rules Claude created literally revolutionized advertising and helped establish some of the
premier American companies such as Goodyear, Proctor and Gamble, and Quaker. Those rules
are still in use today:
    • Decide on a specific target and market to them exclusively.
    • Use a headline to gain attention, emotional copy to engage the reader, and a close for
          action (provide an incentive with a time stamp to respond).
    • Always test and track your marketing.

Modern day consumers still respond to direct response informational marketing. The Electronic
Retailing Association released a study in 2005 which measured consumer shopping preferences.
The results revealed that 70% of consumers desired to receive information about a product or
service first before being directly solicited. Consumers also opted to respond using technology
with the most preferred methods being an automated toll-free number or an internet website.




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Fundamentals of Informational Direct Response:

Despite what many marketing gurus may say, there are no magic prewritten informational ads
that will deliver hundreds of hot leads to you. While the majority of the information in the
ArchAgent prewritten ads can be used “as is” or verbatim, you should invest a few minutes to
customize the information so that it is specific to your demographic, thereby greatly increasing
your odds of return.

The goal of any marketing campaign is to entice the recipient to read and act on your message.
In order to do so you must follow these fundamentals:

    •   Decide On A Target Market
    •   Utilize A Responsive Marketing Piece
    •   Identify Responsive Ad Mediums (Track Results)

Decide On a Target
Each prewritten informational ad is directed at a specific target. For example, for buyers there
are ads targeting:
     • First-time homebuyers
     • Investors
     • Mover-uppers

Customize these targets by adding demographic or geographic types of information. For
example:
    • If you live in west Austin and are wasting $800 a month on rent, here’s how you can
       purchase your first home…
    • The 10 best investment opportunities in Laguna Beach…
    • Blue ribbon school districts in southwest Phoenix…

Utilize a Responsive Marketing Piece
ArchAgent has twenty prewritten scripts and reports available in your materials and on the
website at www.archtelecom.com/downloads. These reports address FSBOs, Expireds, First-
Time Homebuyers and Renters, among other consumers. All of the reports are in Microsoft Word
and can easily be edited to add your contact information and logos, and more importantly, can
be constructed to fit your individual market.

To “Shadow” or copy the recordings onto your system:
Note: You should first get a list of available extensions from the “Script Tree” available on the
provided CD.
    •   Log into the Customer Portal
    •   Click on the “Powerline” tab
    •   Choose “Create Shadow Extension”
    •   Enter in the extension number you want to create in the “Extension” field
    •   Enter “8009519704” in the “Source Mailbox” field
    •   Enter the proper extension number for the report in the “Source Extension” field

Identify Responsive Advertising Mediums
Ask a professional direct marketer what the three most important keys to a solid return are and
they will answer “the list, the list, and the list.”

The best ad medium may vary depending on your target and your geographic location. You
must know where your target looks for information in your market. Often, this is not the most



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obvious place or where all the other agents advertise. Most agents do not devote any diligence
to tracking response rates at all… they simply market their homes where their competition does.

The answer to where the most responsive ad mediums are in your market can only be answered
by you; it is simply unknown until you track your marketing’s response rates. You must track two
things:

    1. The response from a specific ad
    2. The response from the ad source

Using the source digit in the Powerline™ system, you can accurately track the calls generated
from your advertisements, and by using one of the filters on the online reports you can
simultaneously track a specific ad’s effectiveness. This ensures that you maintain the maximum
Return on Investment from your advertising dollars.

Experiment with ads and stick with ads that get the best response. Once you’ve found a
responsive ad and ad medium, continue to track the response as all ads will eventually lose their
effectiveness, but it could be in two months or two years.

Do not change the ad until it becomes unresponsive; change for the sake of change is just as
unwise as running an unsuccessful ad over and over. Keep in mind that the ad may not be new
to you, but it only matters if it solicits a response from the consumer.

Do not place an advertisement for several different reports. When offering your expertise as the
marketing attractant, you don’t want to dilute yourself by claiming to be an expert on everything.
When a consumer is given too many choices they often opt to select none.

Many top producing agents will tell you that their consumer direct efforts are their number one
source of new clients. One of the main reasons their consumer direct efforts work so well, is that
they are marketing to their prospective database that they generated over the years. If a
prospect doesn’t buy or sell within your timeframe, don’t throw the lead away. Place the
prospect into a drip marketing campaign (See our module, “Five Keys to a Successful Drip
Marketing Campaign”). The most expensive lead you’ll ever generate is a cold one, the least
expensive is a referral. You’ve already invested the money into generating the cold lead; don’t
waste it by throwing it away.




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Chapter 11

                    Sample Ad Campaigns


Just Listed, 1st Time Homebuyers, Expireds and FSBOs all present excellent
opportunities to uncover fresh leads before your competition is able to identify
they are even in the marketplace.




                                                                 210 Barton Spring Road
                                                                               Suite 275
                                                                       Austin, TX 78704
                                                                         800-882-9006




                                                                                     74
                        Sample Ad Campaigns


Just Listed Post Card




Just Listed Card




                                         75
Stop Paying Rent




Expired Postcard




                   76
77
Chapter 12

           Converting Prospects to Clients


Follow up within 5-15 minutes. The best time to call a prospect is when their
mind is on your products or services. Prospects will be more receptive to your
call if they are in the mindset of real estate.




                                                                210 Barton Spring Road
                                                                              Suite 275
                                                                      Austin, TX 78704
                                                                        800-882-9006




                                                                                    78
                                                Converting Prospects to Clients
Once your Powerline™ system generates the lead, follow these steps to convert the prospect into
a client:

    1. Respond to your Powerline™ calls quickly. The ideal time is between five and
       fifteen minutes after the caller hung up.
    2. Qualify and build rapport with the prospect by asking the right questions

Using a script template can provide structure to your follow-up call, ensuring that you are always
presenting to the best of your ability. A script template keeps you focused on using proven and
effective dialogue methods to greatly increase your closing ratios. These templates require you
to apply your personality, ask the right questions, and build rapport.

Note: We provide “prewritten scripts templates” which can be found at the end of this section
and on our website http://www.archtelecom.com/downloads. We suggest you use them as a
foundation from which to build your follow-up process. However, do not completely focus on the
script during your follow-up since this can impair your ability to focus on a dynamic conversation.

The tips detailed below will help you perform a professional follow-up that converts prospects
into clients.

1. Respond to Your Powerline™ Calls Quickly
       Follow up within 5 - 15 minutes. The best time to call a prospect is when their mind is
       on your products and services. Prospects will be more receptive to your call if they are in
       the mindset of real estate.
       Add 30% to your listing inventory. The Powerline™ system has the unique advantage of
       uncovering prospects early in the home buying/selling process. At least 30% of these
       prospects must sell a home prior to purchasing a new one. Making contact with these
       leads in a timely manner offers you a great opportunity to lock up these listings early in
       the sales process.
       Get a jump on your competition. The NAR reports that 61% of all buyers do business
       with the first agent with whom they speak. By responding quickly to your Powerline™
       leads, you allow yourself the chance to be that agent.
       Exhibit professionalism. Prospects want an agent who will be proactive in selling their
       house. A quick response indicates to the lead that you are concerned, organized, and
       professional.

A Solution from ArchAgent
The ability to respond quickly and professionally to new leads lies at the heart of any successful
real estate business. We realize that there are times when you simply cannot respond quickly; so
with that in mind, we created ArchAgent Call Coordinator Service to help maximize your
valuable time and ensure that you immediately follow up on every hot lead.

ArchAgent Call Coordinator Service’s (CCS) trained operators call each lead that has accessed an
extension number on your Powerline™ Interactive Voice Response System. Using information
you provide, the operators use a series of scripted questions to qualify buyers, list available
properties, determine whether or not the prospect has been pre-qualified by a mortgage
professional, and obtain a referral. We offer scripts for Realtors as well as originators. Contact
an ArchAgent representative to review the available scripts.




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Operators will generally respond to leads within fifteen minutes of the originating call. If no
contact is made, the CCS operator will call back in one-hour intervals, leaving a voice mail
message on the third attempt.

Once CCS operators have qualified your latest leads, you receive instant notification of the
results, including indications of your hottest leads. By identifying potential homebuyers, you also
have the lead on a potential seller. This often affords you the opportunity of being the first agent
to list their home, often in a non-competitive environment.

With Powerline™, you are able to instantly follow up with your hottest leads. CCS labels a lead
as “hot” if they answer “yes” to any of the following questions:

        Would you like more information on the property and are not represented by a buyer’s
        agent?
        Do you have a home to sell but are not represented by an agent?
        Have you yet to be pre-qualified by a lender?

You also have the ability to easily manage your CSS settings to suit your needs. Whether you
choose to employ CSS only on your days off or simply want to cap your monthly CSS
expenditures at set limits, all specifications can be made at the click of a button on our website.

2. Qualify and Build Rapport by Asking the Right Questions
People buy from agents they like and trust, and from whom they can confidently expect
solutions. Static monologues and canned scripts do not engender respect or trust in prospects.
You must generate a dialogue with prospects by asking questions that specifically address their
needs and wants. Your questions should accomplish the following:
        Uncover valuable information about the prospect to build trust and rapport
        Build credibility by positioning yourself as a service-oriented agent

Uncover Valuable Information to Build Trust and Rapport
With your initial follow-up call, you should build a rapport by cultivating a relationship with the
prospect. Building rapport starts with uncovering areas of commonality between the prospect
and you. Gaining a better understanding of the prospect will exhibit a sincere desire to know the
lead personally and will allow you to offer real solutions to their needs. With the initial
conversation, you should focus primarily on selling yourself, as opposed to trying to sell listings or
services.

Some example rapport-building questions are:
       Where did you grow up? In what area of town do you live?
       Do you have any children? If yes, do you plan on having any more?
       Is there a particular school zone you would like to live in?
       Do you have an idea of how long you would like to live there?
       What do you like about the schools, restaurants, parks, etc. in that area?
       What kind of recreation do you enjoy?
       When are you thinking of buying?

Build Credibility by Positioning Yourself as a Service-Oriented Agent
Once you’ve built a conversational rapport with the prospect, it is imperative that you position
yourself as a “service-oriented” agent who will help them accomplish their goals. This will build
credibility and reinforce the connection you have created with this prospect.




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Positioning yourself as a service-oriented agent requires that you inform and educate first. When
you exhibit a genuine concern for the customer’s needs, you develop a sense of trust in them
that will often lead them to do business with you.

There are several great ways to represent yourself as a credible, service-oriented agent:
       Do not begin the conversation by trying to sell all of the features of a single property.
       Start by asking questions about exactly what the caller needs in their new home. This
       not only positions you as a customer service agent; it will also uncover invaluable info on
       the motivations of the caller.
       Offer a free written report targeting the prospect’s needs or wants. For buyers, consider
       a free report that outlines common mistakes or pitfalls of home buying and how to avoid
       them. For sellers, consider tips on how to showcase their home so that they can get the
       most money for their home sale. As the author of these reports, you build your
       credibility as a knowledgeable professional.
       For Sellers: offer a free evaluation of what you would do to position the home for best
       resale.
       For Buyers: offer a free Comparative Market Analysis.
       Offer a referral list of your professional associates (mortgage originator, lawyer,
       appraiser, inspector, plumber, exterminator, etc).

Manage Fear of Loss
Out of fear of losing a prospect, many agents make the mistake of responding to the prospect’s
questions regarding price or specific home details prior to establishing a rapport.

They feel that if they don’t answer the prospect’s questions right away, and instead choose to
engage the prospect with questions on areas of commonality, they will actually alienate and
potentially lose a buyer.

This fear, while understandable, does not make good business sense. You will increase your
numbers significantly if you hold out and build rapport with your prospects, a process that will
allow you to then offer valuable solutions. The opportunity to bring new leads into your sphere
of influence far outweighs the risk taken in potentially losing a few prospects in your attempt to
get to know them prior to offering answers to their questions.

Below you will find our template scripts for making initial contacts and follow-up calls to
prospects that have previously accessed your Powerline™ number. Over the course of the past
15 years, we have tested, tweaked and fine tuned these scripts to ensure that you get the
maximum conversion rate from your Powerline prospects.

As always, we suggest you use these samples as the foundation for follow-up and grow them to
fit your farm and market. Remember the easiest way to extract information is to build rapport
and make them feel at ease with you. Keep the conversation moving forward and always make
the prospect feel that your goal is to understand what their needs are and to ultimately help
them attain them.




                                                                                                 81
                                                   5nitial Powerline™ Call Back Script

Hello, this is John Smith and this is just a customer service follow-up call. We saw
that you recently accessed our toll-free information line about Extension Description
and I just wanted to get you some more information out on this property (or send
you out the property brochure).

    Stating that this is a customer service will place the caller at ease that this is not a pushy
    sales call. Be sure to provide the property address; this will remind them of the call that
    they had just placed and assure them that it is not a cold call. If this is an attempt on a
    different day, say “we saw that you called into our toll-free information line last night (or
    this weekend)” to help jog their memory.

    Do not ask them if they received all the information they were looking for or if you can send
    them information. This gives the caller two easy ways to opt out. Keep the attitude that
    you are going to send them the information they are looking for.

Great, I would like to forward you pictures and pricing information along with all of
the property details. May I have your mailing or email address, which ever one is
easier for you?

    Immediately ask for the information to be emailed or mailed to them. It actually gives them
    an easy out, thinking they may not have to answer any direct questions or speak with
    anyone at length about the property, but they will still be able to receive the information in
    which they are interested.

Fantastic, I would also like to send some additional information on similar listings in
this area. If I could get an idea of what you are looking for in your new home, we
could put together a list of properties that might fit your needs. How many bedrooms
and bathrooms are you looking for?

    This is an easy way to get the caller talking about what they are looking for in their new
    home. If they are not open to this line of questioning, try a softball question like “Okay,
    how long have you been in the market for a new home?”

Okay, what areas of town would you like to live in?

       You should have already obtained the amount of bedrooms they are looking for. If this
       number is 3+, there is a good chance they already have kids and it is a great time to add
       “or a particular school district you would like to stay in?”

And is there anything in particular you need in your new home or special amenities,
especially in terms of the yard or would you like a pool?

    Try to let them speak freely at this point. Often they will answer all of your questions
    without you having to prompt them. Also, they could give out other details once they start
    talking about the home. Pay particular attention, since they could mention that they
    currently own or talk about searching with their buyer’s agent at this point.

Great, just so we can narrow the search down could you please give me a rough
estimate of the price range you are looking for?




                                                                                                     82
       Occasionally people are hesitant to talk about price range and financing, but by moving
       this question to the end of the qualifying you should have built a certain amount of
       comfortableness in the conversation and they should be open to answering all of your
       questions.

Excellent at this point are you just driving around looking at properties and searching
on the internet?

    The purpose of this question is to find out if they are currently working with a real estate
    agent during their home search. At this point you should have a fairly good idea of where
    they are and whether they have any assistance. Try to never come right out and ask the
    caller if they are working with an agent. Too often they will simply answer “yes” when it is
    not the case.

Are you currently leasing the property where you live?
   • If YES- How long do you have left on your lease?
   • If NO- Do you need to sell your current home before you move?

   This question serves two purposes, finding out the person’s motivation to move and
   uncovering potential listing opportunities.

I certainly appreciate your time and at this point I would like to spend a little time
and try and find some homes which fit your particular needs. I will then send them
over so that you can take a look at what’s available in the area. Of course, all of my
contact information will be included, so if you have any questions or would like to
view any of these properties please let me know.

Thanks and again my name is John Smith with XYZ Realty and if you have any
questions, please contact me at XXX-XXX-XXXX.




                                                                                               83
                                                                     Second Follow-up
Hello, this is John Smith with XYZ Realty. You recently called my toll-free information line in
regards to one of my listings and this is a customer service call to check and see how your home
search is going.

    •   Are you still in the market for a new home?
    •   And what methods are you currently using to find your new home?
    •   There are so many great homes out on the market and so many things for you to
        consider. What are you finding to be most difficult during your home search?
    •   I completely understand; I would really like to schedule an appointment to meet later
        today to discuss this in more detail. How about 4 o’clock?

                                                        Price Reduction Follow-up
Hello, this is John Smith with XYZ Realty. You recently called my toll-free information line in
regards to one of my listings located at Extension Description. I was just following up to let
you know there has recently been a price reduction to this property.

This home has been reduced by $XX, XXX and currently represents the best value on the
market for the Neighborhood.

    •   Are you still in the market for a new home?
    •   And what methods are you currently using to find your new home?
    •   Great, I would like to meet with you to discuss this home and also some of the other
        great properties that have recently come on the market. How about 4 o’clock?

                                                                       Voice Mail Script
 Be sure to make several attempts before leaving a voice mail. If you are unable to reach the
caller after at least 3 attempts and reach their voice mail, the following script can be used:

Hi, this is John Smith with XYZ Realty and I noticed that you recently called my 800
Information Hotline for more information on Extension Description. This is just a customer
service call to follow up and make sure that you received all of the information that you were
looking for.

I would be happy to provide you with more information or to answer any of your real estate
related questions. Please feel free to contact me at anytime by calling XXX-XXX-XXXX, again that
is XXX-XXX-XXXX.




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                                         Handling Objections from Prospects
While the above scripts are excellent tools to use for creating rapport with your prospects, every
conversation will be different and it is essential to be prepared to manage all possible scenarios.
Occasionally, you will receive some resistance from prospects whom you have called. Below we
have provided a list of common objections you may receive from prospective leads and
suggestions on how to handle them.

Do not let objections deter you; treat them as opportunities to build rapport. If a potential
customer makes objections or asks you questions about your call, you have the perfect
opportunity to explain the benefits and technology of your Powerline™ system. The key factor to
building rapport with your prospective clients is being ready to field their objections and move
the conversation along in the direction you wish to take it.

OBJECTION-HANDLING SCRIPT
I’m not interested in the property.
“I certainly understand, however we have access to hundreds of other properties in the area that
could fit your criteria. We just need to understand what you need. Was there anything you
didn’t like about this property or anything you are specifically looking for in your new home?”

This property is overpriced.
“Okay, I can understand that, but I think once you get inside of the property that could definitely
change. What price range have you been looking at?”


Already received all the information I was looking for.
“Great! Does it sound like something you would be interested in viewing?”
If no:
“I certainly understand, however we have access to hundreds of other properties in the area that
could fit your criteria. Was there anything you didn’t like about this property or anything you are
specifically looking for in your new home?”

I’m just looking for the price.
“I’m sorry, I am ArchAgent Client’s assistant and I do not have that information in front of me at
the moment, but I would be happy to have that with all of the property details emailed to you
along with similarly priced properties in the area. What price range have you been considering?”

I’m a neighbor looking for the price.
“Oh great, the way the market is today I think everyone is curious. What did you think?
Excellent; I’m just curious, have you been considering placing your home on the market?”

How did you get my number?
“When someone calls our toll-free number, we receive their phone number via text message,
allowing me to follow up and address any questions they may have. This is just a customer
service call making sure you received all of the information on the property/report about which
you were calling and to see if we could be of more service.”

I’m on the Do Not Call List.
“Yes, I understand and respect your privacy. You did access our toll-free number and request
information, so we are allowed to follow up with you. We would be happy to place you on our
internal Do Not Call list, but while I have you on the phone did you have any questions about the
property?”


                                                                                                  85
I didn’t expect to be called back.
“I wanted to follow up with you as soon as possible to make sure you received the information
you were looking for. I use a call capture technology that allows me to contact interested buyers
and sellers. I don’t want to take up much of your time and I would love to help answer any
questions you might have.”

I’m just browsing/window shopping and I am not ready to buy.
“It never hurts to receive as much information as possible about the local housing market. One
of the best ways to learn about the current inventory is to get set up on our weekly email
program. We will send you a list of all the available properties in your specified price range and
area. Is this the area of town you want to live in?”

I didn’t call a toll-free line.
“I received your phone number after someone accessed an extension on my toll-free number. Is
there a possibility that someone else may have called from this number? Or is there a better time
at which I can call back and pass along the previously requested information?”


Don’t be offended by prospects’ objections. Instead, look at them as an opportunity to explain
how the innovative technology of Powerline™ can help them sell their home quickly.




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87
Chapter 13

        Profiting From For Sale By Owners


If you are going to successfully market to FSBOs, it is imperative that you
demonstrate patience and restraint in your interactions.




                                                                 210 Barton Spring Road
                                                                               Suite 275
                                                                       Austin, TX 78704
                                                                         800-882-9006




                                                                                     88
                                            Profiting From For Sale By Owners
At some point in most agents’ careers, typically in the beginning, they will attempt to strategically
target FSBOs. Frustrated with a low conversion rate, many agents decide to abandon
prospecting FSBOs. The truth is that most agents fail to convert these coveted prospects into
listings because they lack the necessary skills, resiliency, and mindset to. If you learn the proper
techniques to target FSBOs, you can capitalize on this highly-desirable market and significantly
increase your business.

Take a Walk in the FSBO’s Shoes
If you are going to successfully market to FSBOs, it is imperative that you demonstrate patience
and restraint in your interactions. Put yourself in their shoes:

You have decided to list your home as FSBO. Most likely, you are trying to see if you can save
several thousand dollars in commissions. You invested a few thousand dollars painting and
cleaning your property. You have another $300 on a Sunday picture ad. You purchased a FSBO
website and yard sign kit from your local big box home improvement store for $399. You have
taken pictures of your property and uploaded them onto the FSBO site. You have spent dozens
of hours and thousands of dollars on this project. Your ad hits on Sunday.

Fifteen agents call you before 10AM. They all tell you they are taking a survey or they have a
buyer for you. They immediately segue into asking you for your listing. After having just spent a
significant amount of money on preparing your home in hopes of saving money by selling it
yourself, you are obviously determined not to hire a full-service real estate agent. Imagine what
your response might be to agents soliciting for your business:

    •   You   politely say “no” to the first agent.
    •   You   ask the second agent where they saw your ad.
    •   You   begin to feel aggravated with the third agent.
    •   You   become downright angry with the fourth agent.

Why Most Agents Quit Prospecting to FSBOs
Unless you were the first agent to call, the FSBO likely treated you poorly. Why wouldn’t they?
Doesn’t it make sense that they would want to wait a few days to see if their advertising and
hard work pays off?

Since they were likely treated poorly, most agents quit prospecting to that FSBO after the first
approach. After several failed initial attempts, they quit prospecting FSBOs completely. Agents
who successfully obtain FSBO listings use this to their advantage. They know the seller’s
resistance lowers the longer they are on the market.

Know Your Facts
The truth is that a home listed by a full-service agent nets more money for the seller than if they
listed it themselves. The facts assist you in inspiring the FSBO to make the better decision. By
having a firm grasp on the following facts, you will be able to handle objections confidently.

According to the 2006 NAR Profile of Home Buyers and Sellers:
    • A home listed FSBO sells for 15.4% less than if listed with a full-service agent. The
        average FSBO home sold for $187, 200 compared to $247,000 for agent-assisted homes.
    • A home listed FSBO takes three times as long to sell.
    • 50% of the sellers who successful listed FSBO said they would not do it again. In order
        of difficulty, the most challenging tasks were: preparing home for sale, understanding
        paperwork, pricing, finding buyers, and time.



                                                                                                  89
    •   86% of homebuyers found their home through a full-service real estate agent.

Additional reasons FSBOs will not net as much money on their home sale or be as effective as a
professional real estate agent are:
    • FSBOs attract bargain hunters and investors who are highly skilled negotiators.
    • Most agents will not show FSBO homes, limiting the FSBO’s exposure.
    • 33% of FSBOs sell to a referral. Homebuyers who are not familiar with the FSBO do not
        feel secure in purchasing homes from owners.
    • Agents have up to 1 million dollars in “error and omissions” insurance, not available to
        FSBOs. This insurance protects the seller’s assets for years after the sale.
    • FSBOs are not able to screen or prequalify buyers. They do not know who is coming into
        their house and may present a potential danger to their family.

The FSBO Personality
It has been proven that if you can identify the personality of your prospect and adapt your
presentation to fit their personality, you have a greater chance at converting the lead. Since this
approach generates greater results, why would you abandon it in favor of approaching all FSBOs
the same?

Four archetypal personalities:

    1. Analytical: Not physically demonstrative. Slow to make decisions and requires proof and
       details to substantiate claims. Appears to be quiet and in control.
    2. Dominant: Not physically demonstrative. Quick to make decisions, controlling, concerned
       with the bottom line. Appears to be hurried.
    3. Likeable: Physically demonstrative. Agreeable, team player, empathetic. Appears to be
       easy going.
    4. Expressive: Very physically demonstrative. Outspoken, animated, and constantly
       physically moving. Desires to be the center of attention. Appears to be multi-tasking.

Of these four personalities, the vast majority of FSBOs are analytical with the remainder being
dominant. Analytical types possess a primary motivation to save money. Dominant types believe
they can sell their own home easily.

The analytical FSBO is going to require that you show them physical evidence of why you will
increase their net on their home sale. They are likely not going to list with you immediately as
they are slow to make decisions, so you are going to have to exercise some patience.

The dominant FSBO believes they can easily sell their own home; although they also possess a
secondary motivation of saving money. They likely made the decision to list FSBO as an
experiment to see if their home would sell on its own. Dominant personalities represent the
listings you may be able to obtain on the initial meeting.


Properly Gauging and Increasing the FSBO’s Motivation
Whether you sell widgets or homes, all successful salespeople are efficient. Consider the
efficiency model:

Efficiency = Effectiveness/Economics

Efficiency is the key element to your real estate success. If you list a home with a highly
motivated seller and price it right, you likely will sell it quickly with minimal ad dollars and time
invested. Conversely, if you list a home with an unmotivated seller and price it too high, in
retrospect, you will wish you had not even taken the listing. You may have either spent



                                                                                                        90
considerably more money on your advertising or time pacifying the seller relative to your net
commissions, or simply never sold the listing.

You must properly gauge the FSBO’s motivation so you do not become susceptible to becoming
inefficient. To properly gauge the prospect’s motivation you have to ask the right questions.

Saving money is the primary motivation with an analytical FSBO. So you must address return on
investment in a quantifiable way.
    • How can I exceed the FSBO’s expectations on meeting their needs?

Possessing the belief that the FSBO is capable of selling their home themselves is the primary
motivation of the dominant personality. So you must expose the challenges of selling a home to
them without belittling.
    • What problem is the FSBO trying to solve?
    • Why would hiring me versus my competition benefit the FSBO?

The scripts provided in the ArchAgent FSBO module, will assist you in specifically addressing the
above motivations. Because the prospects’ motivations are different, SCRIPT II branches to
emphasize different values. The analytical script provides you with proof to convey to the FSBO
concerning why they will net more money on their home sale if they list with you. The dominant
script provides you with solutions to common challenges faced by the dominant FSBO.

The quicker you increase the FSBO’s motivation and earn their trust, the sooner you will be able
to obtain their listing. When evaluating the FSBO’s motivation, consider the following model:

Motivation = Attention + Relevance + Confidence + Satisfaction

    •   Attention: in the first thirty seconds that you are addressing the FSBO, you need to
        capture and sustain their attention.
    •   Relevance: once you have obtained the FSBO’s attention, the FSBO is going to wonder
        how your message pertains to their interests and goals.
    •   Confidence: the FSBO has to be confident that you can complete the task. They
        understand that success is not a guarantee, but they must believe you are up to the
        challenge.
    •   Satisfaction: if the outcome of what you say is consistent with or exceeds what the
        prospect expects, they will be satisfied and list with you.

A Step-by-Step Process to Converting FSBOs into Listings
Despite what some preach, there is no magic pill to converting FSBOs. Some FSBO strategies
instruct agents to simply call the FSBO one time, the moment their advertising comes out, with
the belief that the first agent to call the prospect has the best chance to earn the listing. The
approach is to coerce the FSBO into a decision to list with the agent on the first call; if the FSBO
does not list immediately, the agent is to disregard the lead. This strategy incorrectly assumes
that the FSBO lacks sufficient motivation and is a waste of any additional time or effort. After
consulting with hundreds of agents who have used this method, they report that it does not
produce adequate results.

The agents we interviewed who have used this method report that they converted one FSBO out
of twenty. According to the NAR, over 72% of FSBOs will eventually list with a full-service agent.
So why would you be satisfied with 5% of that market share?

To increase your conversion rate to 50-80% you must embrace a multi-step system. If you
follow this method systematically you will convert the vast majority of FSBOs that you desire.




                                                                                                   91
Converting the FSBO in 5 Steps or Less:

    1. Identify FSBOs in your target area and/or supplement your FSBO list. Visit the following
       website for additional ideas on where to uncover FSBOs:
       http://www.archtelecom.com/products/data_service/fsbo.asp
    2. Call or knock on the door of the FSBOs. Use SCRIPT I to identify their personality and
       gauge/increase their motivation. Close for a preview appointment.
Note: The NAR says FSBOs listed on the National Do Not Call List are protected from telephone
solicitation unless you have a buyer interested in their property. The ArchAgent FSBO service will
automatically query the FSBOs against the national DNC list. If you desire a FSBO listing, but it is
listed on the DNC, it is advisable to visit in person.
    3. If you do not obtain a preview or listing appointment, subdivide your FSBO list into those
       who you feel that you will eventually obtain an appointment with and discard the rest.
    4. Call or visit the FSBOs in two days using SCRIPT II. Close for a listing appointment.
    5. If you do not obtain a listing appointment, call or visit the FSBO using SCRIPT III in two
       days. If you are successful with SCRIPT III, you have a very powerful reason to
       maintain contact every few days; to keep them up to date on the leads. Continue to
       close for a listing appointment.
Note: Whatever time frame the FSBO gives you, whether it’s how many days until they are ready
to list or how many days until you should contact them again, cut it in half.




                                                                                                 92
          Methods for Identifying For Sale by Owners in Your Area
Traditionally, FSBOs place a sign in their yard and a three-line ad in their local newspaper. With
the growth of online media such as owner’s websites, online classified engines, and online
magazines, tracking down all of the FSBOs in your area has become a full-time job in itself.

The following is a list of the most common FSBO listing sources:

ArchAgent’s FSBO Data Service:
The ArchAgent for Sale by Owner Listing Service identifies and delivers to you properties that
have recently been advertised. ArchAgent uses a multi-step process to uncover and add missing
elements so that you have accurate names, phone numbers, and postal addresses. Simply enter
your desired zip code and the advertised FSBO listings are delivered daily to your email for up to
a 50-mile radius (maximum 250 square miles, you may narrow your radius to a minimum of one
mile). For more information, visit our website at:
http://www.archtelecom.com/products/data_service/fsbo.asp.

Newspapers and Magazines:
Many people still use this as their first option when advertising, but rising costs of placing
classified ads in the large metropolitan papers are preventing some FSBOs from using this media.
You should also regularly check smaller local papers, especially if you live in a suburban area.
Advertising rates are often cheaper and the distribution area is smaller.

Websites:
The new starting place for owners to place their homes is online. From major national FSBO
websites, to local/regional sites and online classifieds, this is where people are placing their
listings. Most yard signs come with “free” website listings, which owners are more than happy to
take advantage of. Finding all of the sources where people are advertising is becoming difficult
as new sources spring up everyday. The major sites are:
      • forsalebyowner.com
      • Owners.com
      • FSBO.com
      • FSBO.net
      • buyowner.com
      • craigslist.org

Driving neighborhoods:
Always keep a pen handy and jot down addresses and phone numbers of FSBOs that you
uncover while driving in your area.

Finding FSBOs before they list:
Another effective way to recruit FSBOs is to get them before they decide to go By Owner. Place
classified ads in your local papers advertising special reports. Your ArchAgent subscription
includes several FSBO ads and fulfillment reports:

Sample Classified Ad-
FSBO or Realtor: Making the Right Decision Will Save You Thousands! Call 800-XXX-XXX ext XXXX, 24-hour recorded information.




                                                                                                                               93
                                            Contacting the For Sale by Owners

Telemarketing:
It is still the fastest, most inexpensive way to contact leads. Being confident, upbeat, and
persistent is the key to successful phone contacts. You will find several scripts to assist you.

Direct Mail:
Designing a powerful “Call to Action” mail piece is an effective way to generate phone calls from
interested sellers. Many people who list their home without assistance are unaware of the pitfalls
that they will encounter. Developing a drip campaign, designed around the progress of For Sale
by Owners, can yield substantial results.

It is also important to develop a mail piece to send to people you have spoken with over the
phone. It is the most effective way to get your name, phone number, and web address into the
lead’s home.

Always use your ArchAgent Powerline™ Service to help generate a better response from any mail
that you send. Often times the owner will want to gather information on listing with an agent
before actually speaking with one. Advertising “24-hour Recorded Information” will avoid their
natural hesitation, making you the first person to know when a current FSBO is about to become
a “Just Listed.”

Mapping:
Personal visits to FSBOs carry the most impact. Place the owner’s address into an online
mapping service and incorporate visits into your daily routine.




                                                                                                   94
                                                                 SCRIPT I
                                         Gauging and Increasing Motivation

Hi, this is Joe Smith. I’m calling about your home you have advertised; is it still for
sale?

    Do not immediately identify yourself as an agent. A FSBO prospect will often respond that
    they have sold their house and look for a quick out if they think you are an agent looking to
    list their property.

Are you cooperating with agents to get your home sold for the most money?

    Start with a persistent theme that pertains to the prospect getting the ‘most money’ for their
    house.

My first name is Joe; may I ask your name?

    By offering your first name and asking theirs, you are personalizing the discussion and
    leading the dialogue.

(Prospect first name), I’m calling to let you know that if and when you decide to list
your home, I would like to be one of the agents you interview for consideration.

    It is important to be honest at the beginning. Let the prospect know that you respect their
    desire to sell their home by themselves, but that you would like the opportunity to list them
    should it become a reality.

I’m curious, what do you see as the advantage to selling your home on your own,
without the assistance of an agent?

    Invariably the answer will be about cutting out the middle man and trying to save money
    and hassle.

Interesting, so you think by selling the house yourself you will be able to cut out the
middle man and save yourself some money? Is that your main reasoning?

    Answer the question about the prospect’s reasoning yourself. They will most likely be selling
    on their own to save money, so immediately attempt to address that thought process.

Let me ask you a question from the point of view of a buyer. Why do you think a
qualified buyer, someone with good credit and plenty of cash to purchase a home,
would see an advantage in buying from a For Sale by Owner?

    This is a natural follow-up and forces the prospect to think of their decisions based on the
    mindset of their potential buyers.

As an example, let’s say you are selling your home for $400,000. Wouldn’t it make
sense that somebody who can afford this home also realizes they can walk into any
real estate office and hire a professional buyer’s agent for free?

    Make sure that your tone is not confrontational. Your point is to get them to think about
    their decision, not feel stupid about it.


                                                                                                   95
Furthermore, it’s important that you realize that as a FSBO, you will have extremely
limited exposure to the most qualified buyers. And, obviously, the more buyers you
have interested in your property, the greater the demand will be. The greater the
demand, the more money you stand to make on your home sale. Do you realize that
attracting these best qualified buyers will be significantly more difficult working by
yourself than it would be if you had the services of a professional agent?

The advantages of using an agent to help you sell are numerous: As the agent for
prospective buyers, I take my customers on extensive home tours and negotiate
deals on their behalf, arrange financing, and manage the tedious details. With all of
these services at no charge to the buyer, it is obvious that they make the best
decision when they employ an agent.

    These details should open the eyes of the motivated buyers and open a dialogue about what
    you can bring to the table. You are attempting to express your value to the FSBO and
    hopefully set an appointment.




                                                                                          96
                                                 SCRIPT II
    Separate Yourself from Your Competition by Adding Value
Hi Mr. FSBO, this is Joe. It’s nice to speak with you again. Have you had any offers
on your home for sale?

If NO
I’m sorry about that.

If YES
Were they acceptable offers or were they low-ball offers from investors or bargain
hunters?

As I stated before, it’s challenging for a For Sale By Owner to receive proper exposure
to the good buyers, because those buyers are using professional real estate agents
and those agents’ first priorities are the obligations to their sellers. Have you had
many showings by agents?

    You are subtly reinforcing that lack of professional representation lowers exposure.

I understand, but I bet you have received a lot of calls from agents wanting to list
your home haven’t you?

    Sympathize with them.

You know with so many homes on the market right now, may I ask what type of
marketing you are doing to make your home stand out from all the competition?

    Listen and absorb what they say. It does not serve you any purpose to correct them.

Let me ask you a question from the point of view of a buyer. Why do you think a
qualified buyer, someone with good credit and plenty of cash to purchase a home,
would see an advantage to buying from a For Sale by Owner?

    This compels the prospect to think of their decisions based on the mindset of their potential
    buyers.

As an example, let’s say you are selling your home for $300,000. Wouldn’t it make
sense that somebody who can afford this home also realizes they can walk into any
real estate office and hire a professional buyer’s agent for free?

    Make sure that your tone is not confrontational. Your point is to get them to think about
    their decision, not feel stupid about it.

NOTE: The Script branches at this point. The following are bullet points for
Analyticals, and following those are bullet points for Dominants.




                                                                                                97
                                                           Analytical Bullet Points

Because of this, as a For Sale by Owner, you will have extremely limited exposure to
the most qualified buyers. This is important because the more buyers that view your
property, the greater the chance that you sell it for the highest possible price.
On average, a home sold by the owner sells for 15.4% less than those homes listed
by a professional real estate agent. Also, over 50% of the people who did sell their
home said they would never do it again due to the challenges with the paperwork,
showing, and price negotiating.

The advantages of using a professional agent to sell your home are numerous:
   • I meticulously review your home and show you how to stage it for maximum
      curb appeal.
   • I have my partner inspector do an overview so we can fix anything that may
      prevent an offer or cause a deal to fall apart.
   • I then expose your home to my universe of buyers that trust my expertise.
   • I expose your home to my network of referral agents, who in turn show it to
      their universe of buyers. Agents will not show a For Sale by Owner home, so
      this is the fastest way to get exposure to the hot market.
   • I professionally market your home, list it on the multiple listing service, and
      use call capture to maximize buyer inquiries.
   • I prequalify the buyers before any showings so we don’t waste time with
      unqualified buyers and disrupt you as little as possible.
   • I arrange the financing and manage the entire process, rendering you void of
      legal issues.

With all of these services available to you, and knowing that on average you would
net an additional 9% if you listed with me, may I set an appointment with you to
demonstrate my services, in hopes that, should you decide to list, you will interview
me for consideration?

    Even if they say “no,” keep in mind that they are analytical. They make slow decisions and
    you are going to have to exceed their expectations. Try to set a preview appointment.

(Prospect first name), I appreciate and respect that you are not going to sell your
home with a professional real estate agent at this time. However, if we set an
appointment, I may be able to match your home with one of my buyers. If not, I’ll
demonstrate to you some services that you can implement to help you sell your
home. If you don’t sell on your own, then I would appreciate it if you considered me
for an interview when you do decide to list.

    Let the prospect know that you respect their desire to sell their home by themselves and
    that you’ll even provide some assistance. The assistance is provided in Script III.




                                                                                               98
                                                               Dominant Bullet Points

Because of this, as a For Sale by Owner, you will have extremely limited exposure to
the most qualified buyers. This is important because the more buyers that view your
property, the greater the chance you can sell it easily and for the highest possible
price.

On average, 72% of the homes that are listed For Sale by Owner do not sell in the
first two months. When they do sell, they sell for 15.4% less than those homes listed
by a professional real estate agent. Also, over 50% of the people who did sell their
home said they would never do it again precisely because it’s not easy…due to the
challenges with the paperwork, showing, and price negotiating.

The advantages of using a professional agent, such as me, to sell your home are
numerous:
   • I meticulously review your home and show you how to stage it for maximum
      curb appeal.
   • I have my partner inspector do an overview, so we can fix anything that may
      prevent an offer or cause a deal to fall apart.
   • I then expose your home to my universe of buyers that trust my expertise.
   • I expose your home to my network of referral agents who, in turn, show it to
      their universe of buyers. Agents will not show a For Sale by Owner home, so
      this is the fastest way to get exposure to the hot market.
   • I professionally market your home, list it on the multiple listing service, and
      use call capture to maximize buyer inquiries.
   • I prequalify the buyers before any showings, so we don’t waste time with
      unqualified buyers and disrupt you as little as possible.
   • I arrange the financing and manage the entire process, rendering you void of
      legal issues.

With all of these services available to you, and knowing that on average you would
net an additional 9% if you listed with me, may I set an appointment with you to
demonstrate my services so, should you decide to list, you would interview me for
consideration?

    Even if they say “no,” try to set a preview appointment.

(Prospect first name), I appreciate and respect that you are not going to sell your
home with a professional real estate agent at this time. However, if we set a preview
appointment, I may be able to assist you in selling your home quickly. If not, I’ll
demonstrate to you some services that you can implement that will help you sell your
home quickly. If you don’t sell on your own, then I would appreciate it if you
consider me for an interview when you do decide to list.

    Let the prospect know that you respect their desire to sell their home by themselves and
    that you’ll even provide some assistance. The assistance is provided in Script III.




                                                                                               99
                                                                            SCRIPT III
                                                                    Assisting the FSBO
Hi Mr. FSBO, this is Joe. It’s nice to speak with you again. Is your home still for sale?

Great, first let me say that I greatly respect your decision to sell your home yourself
and I am not calling to solicit your listing. When we first spoke, I said that I would
like to demonstrate to you some services that you can implement to help you sell
your home. I have developed a For Sale By Owner marketing kit that is completely
free to you. The kit includes:
      • A true CMA (competitive market analysis)
      • Tips on staging your home, both inside and out
      • A Free Report that details how to ensure you have safe showings
      • How to negotiate offers
      • Free access to my 24-hour marketing hotline

I will be in your neighborhood tomorrow. Would 10AM or 5PM be better to drop it off
for you?

Assisting the Seller
Statistically, the FSBO will list with an agent between 25 and 35 days after they place the home
on the market. You are likely still early in the process, so you need something to assist you in
maintaining contact and bringing new value to the FSBO.

By assisting their home sale, and offering your Powerline™ call capture system, you are
accomplishing both goals:
    1. New: the new leads give you a reason to call the FSBO. You should use this opportunity
        to maintain rapport.
    2. Value: Offer to screen the leads initially or give the FSBO complete access. ArchAgent
        can dual notify and direct connect you and the FSBO on each extension (if you do not
        have this feature, call ArchAgent to turn it on).

Most of the calls to the FSBO listing will not be interested in purchasing the home. However,
these inquires are interested in purchasing property and may even be a listing opportunity for
you.

Open Houses are a great time to continue to build the relationship. Offer a guide to hosting a
successful showing. If you see the seller hosting Open Houses every weekend, stop by at the
end of the day. They are tired of cleaning, setting up, and wasting their weekends. It is one of
the best times to reach out since their resistance is usually at a very low level.




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101
Chapter 14

                      Converting Expireds


Expired listings are one of the fastest and most efficient ways to increase your
listing inventory. Since the seller has declared their motivation to sell and their
willingness to work with a full-service agent, many agents target expireds.




                                                                   210 Barton Spring Road
                                                                                 Suite 275
                                                                         Austin, TX 78704
                                                                           800-882-9006




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                                                              Winning Expired Listings
Expired listings are one of the fastest and most efficient ways to increase your listing inventory.
Since the seller has declared their motivation to sell and their willingness to work with a full-
service agent, many agents target expireds.

Along with FSBOs, new agents target expireds because they are so easily identifiable. Typically,
your MLS will send you email notification when a property expires or allow you to perform a
targeted geographic query. Because expireds are so coveted, they are also very competitive. To
win these listings you will have to:

     •   Understand and appreciate the seller’s mindset
     •   Know how to communicate to that mindset
     •   Offer a comprehensive marketing plan that showcases your unique services to separate
         yourself from competition
     •   Be willing to demonstrate the patience and persistence to repeatedly present those
         unique and compelling values to the expired

The Seller’s Mindset
In most cases, the seller expected to sell their home in a few weeks; now, after six months their
home is still on the market. The seller is angry and frustrated. The seller is not of the mindset
to accept unsubstantiated claims from competitive agents. The primary challenge you will have
to overcome is the distrust of the seller.

Almost all listings expire for one reason; it was overpriced and the listing agent was unsuccessful
in negotiating a price reduction. With few exceptions, a home in any market will sell itself if
priced correctly.

However, you will not earn the trust of the seller by stating that fact. You must appreciate their
mindset; the fact that their previous agent likely told them they could sell their home at the
listing price, and now that it hasn’t happened they feel deceived.

You could show comparables to the seller that would substantiate that the reason their listing did
not sell was price, but winning expired listings is not about evidence, it’s about presentation.

Effective Communication Is About Listening First and Directing Second
Consider this: if the seller had to sell, if they were relocating, building, under financial duress, or
selling due to personal issues, they would have been sufficiently motivated to have lowered their
price and they would have sold their property.

If we agree that listings primarily expire because the property was overpriced, you can conclude
that the seller is simply unwilling to lower their price and will only sell if a certain price target is
met. This is an emotional barrier, one that can be removed but you will have to earn their trust
first and address the price barrier second.

Ironically, over 50% of expired listings re-list with the same agent they used the first time. Why
is this? It’s because the seller has no comprehension or confidence that there is any substantial
difference between agents, and no competitive agent was successful in changing the seller’s
belief. To win the expired listing, you are going to have to change this belief.




Uniqueness Is Key


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First you must establish the seller’s dominant preconceived notion as to why they feel they were
let down by their listing agent. Simply ask them why they think their home did not sell. All that
matters is what they believe the reason is, not whether or not you agree with them.

You need to closely listen to these reasons and view what the seller says not as objections, but
as opportunities to demonstrate to the seller your unique selling propositions (USP), and
how these propositions will be used to overcome the reasons your seller believes their home did
not sell.

Most likely the seller will say the reason their home did not sell was lack of marketing by the
listing agent. A common complaint is that “the agent simply stuck a sign in my yard and was
never heard from again.”

These are initiative and communication issues. What the seller wants to hear is how you will
deploy a targeted and specific marketing campaign and keep them informed of the progress.
The key is to implant uniqueness in your marketing plan and present that in an organized
calendar with specific launch dates. Stress whatever is new to the seller that separates yourself
from your competition.

Example Expired USPs
   • Specific marketing deployment with calendar
   • Hyper attention to detail and organization
   • Advanced technology systems that generate interest
   • Demonstration of technologies; i.e. 24-hour call capture with live operator follow-up,
       virtual tours, visible web presence
   • Preauthorization to lower price at specific date if no offers are accepted

By presenting a structured and professional marketing plan that includes a calendar of
deployment of your unique marketing initiatives to the seller, and demonstrating your
commitment to executing that plan, you will earn their trust and inspire confidence that you are
capable of selling their home. But that trust is not always earned immediately; it may require
several follow-up contacts.

Demonstrate How You Follow Up With Prospects (By Following Up With the Seller)
As we previously stated, to win the listing you must overcome the distrust of the seller. They
have just had a negative experience with the sale of their home and they are not in the mindset
to believe any claims, especially initially.

If the seller was upset that their previous agent stuck a sign in the yard and was never heard
from again, they may sit back and see which of the competitive agents is willing to follow up on
their presentation; believing (and rightfully so) that how they behave to get the listing will be
how they behave when they follow up on a buyer lead.

If you want to win this listing, you must demonstrate patience and consistency in your approach.
On every follow-up with the seller, always present a unique selling proposition to them, a call to
action to close (with perishable timestamp whenever possible), and if they do not close, inform
them of a precise day and time when you will be heard from again.

For example:
You met with the seller on Wednesday, May 30th, and they said they would like to think about it
and request that you call them on Friday. Always cut in half the amount of time a prospect tells
you to contact them; so you call them on Thursday. Your approach would be something like this:




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“Mr. Seller, I know you asked me to call you on Friday, but something very important came to my
attention and I must share it with you. This Monday, June 4th, is the cutoff date for me to submit
any advertising for the Homes Magazine in our area that distributes over 200,000 copies per
month. I would like to run an ad featuring your home on the back cover. I will use my call
capture system in the ad to ensure that we are able to contact each and every prospect that calls
on your listing. In fact, I will see that we make the initial call within fifteen minutes so we are
sure to make contact. Since your former agent never featured your home in this Homes
Magazine, or ever used call-capture to track their advertising, we will have a significant
opportunity to showcase your property.

The magazine will be distributed on June 11th, so this will give us a week to take care of some
minor home improvements that I have listed here that I believe will help us capture the
maximum sales price for you. From June 1st (today) until June 11th , when our ad comes out, I
will personally contact the 23 prospective buyers I’m working with and let them know about your
property. I will then contact, through voice message and email, the 854 prospects in my
database to let them know about your property.

On June 11th, I will follow up with you on how the contacts to my buyer universe went. If we
have not received an offer by the following Friday, June 15th, I will send you a report detailing:
    • how many calls we received on the Homes Magazine ad
    • the result of each call
    • how many showings we have performed
    • the feedback from agents and buyers

But for all this to happen, we need to go ahead and have our listing agreement executed today,
so please sign the agreement.”

If they do not sign, call the seller back on a designated day, offer another unique selling
proposition, set a perishable time stamp when the offer expires, and ask for the agreement.

For example:
“Mr. Seller, unfortunately we have missed the deadline for the Homes Magazine, but I have
contacted my editor in the Sunday paper and I have arranged for your property to be one of the
featured listings on the front page. I will include my call capture on the ad and offer a three-
hour open house.

The deadline that I must respond by to feature your home is tomorrow, June 6th. With such
short notice, we have to perform our minor home improvements immediately so that I can also
offer an open house this Sunday.

After the open house, if we have no offers, I will contact you on Tuesday, June 12th , and give
you a report detailing each buyer’s feedback from the open house and what other agents
commented. For this to happen, we need to go ahead and have our listing agreement executed
today, so please sign the agreement.”

Continue this practice until the seller signs with you. When the seller agrees to sign the listing
agreement, present your calendar of marketing initiatives, and on a specific date have one of
those initiatives be an agreed-upon price reduction.

Preemptive Price Reduction Agreement
As we’ve previously stated, the listing expires for one of two reasons:
    1. the seller was unwilling to lower their price
    2. the listing agent was unable to negotiate a price reduction



                                                                                                 105
Price reductions are far easier to negotiate if they are done in advance, when there is a certain
amount of positive emotional expectation, versus later in the sales process when that expectation
begins to turn to disappointment.

The fact is that, in a free-market economy, agents do not determine the selling price. Sellers and
comparable homes do not determine the selling price. The only thing that determines the selling
price is the buyer. If no offers are coming in, then the market has spoken and you must lower
your price.

In your listing agreement, you should have a preset date for when you agree to lower the price.
This is after you have exposed their listing to a full array of marketing initiatives, so there is no
excuse for the seller to disagree with your position.

If the seller is unwilling to lower their price, and no financial condition is present (such as they
absolutely need to sell at a price or they cannot cover at closing), you must consider whether or
not you are willing to take the listing.

In most agents’ inventories, there are listings that they wish they had not taken, that they realize
they will not receive a return on their time and marketing dollars invested. Saying “no” to a
seller if they refuse to agree to a future price reduction is empowering and liberating because
you know you’ve made the right decision.




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                                                                           Expired Script
Hello, this is ____________ with ____________ and I saw that your home has
recently expired and I was calling to see if you are currently interviewing agents for
the job of selling your home?

Great, once you sell your home where are you going to be moving? And how soon do
you need to be there?

    Before you can barrel ahead and start to ask them questions about their property, you need
    to first start to build some rapport. By asking them where they are going to move, you are
    opening them up to where they want to be in the future instead of starting with the
    problems they have recently experienced in selling their home. You can also gain valuable
    insight into what their motivation to sell their property is.

Excellent, why is it that you are looking to move?

    This is another rapport-building question. However, by using this question you could gain
    insight into possible problems with their current property.

How did you choose the agent that you worked with initially?

    Over 50% of the homeowners who have an expired listing eventually re-list with the original
    agent. This happens for one of two reasons: the seller has no comprehension or confidence
    that there is any substantial difference between agents, or no competitive agent was
    successful in changing the seller’s belief because other agents were not diligent in
    continuing to market to the seller.

What did you like best about the marketing they implemented?

    By asking them for a positive to begin with, you can immediately get a handle on where you
    need to start designing your marketing plan to satisfy the client. You also will be able to
    continue to gauge where the seller stands with the previous listing agent, who is your main
    competition.

What do you consider the major reason that your home did not sell?

    Converting expireds is dependent upon your understanding of the perceptions of the seller.
    90% of the time the problem is the price, but winning expired listings is about presentation,
    not educating the seller on the facts at this time. This is the most important question that
    you will ask; it is the foundation for your focus during your Listing Presentation. Write down
    every problem that they bring up at this point and make sure you address it thoroughly
    during your presentation.

Did the property receive any offers? Why where they not accepted?

    As we have stated before, 90% of the time the property is priced too high. This question
    will give you a good idea of exactly how far out of the current market conditions the
    property is priced and could also uncover some needed home improvements.

What type of marketing strategies did the previous agent use?
  • Did they use 24-hour call capture?
  • What type of print marketing was used: newspaper, homes magazines?


                                                                                              107
   •   Were Just Listed and other mailings done to the surrounding area?
   •   What type of web placement was used? Was it only listed on the corporate site?
   •   How many public open houses were conducted and where were they advertised?

    Use these questions to continue to probe the client on how proactive the agent was.
    Remember, during this call you are not giving your listing presentation, but trying to gather
    all of the information you need to present properly to the prospect once you have set an
    appointment.

How much buyer traffic came through the house and what kind of feedback did you
receive?

I really appreciate your time and I would like to apply for the job of selling your
home. In today’s market you have to be proactive in your marketing and utilize the
latest technologies. I would like to schedule an appointment to show you the
techniques that I use to sell homes in the _____________ area. Would tomorrow at
______ o’clock be good?




                                                                                              108
109
Chapter 15

   Cultivating New Business From Past
Prospects Using Drip Marketing Campaigns


Every qualified lead should be placed into a drip marketing campaign, defined
as an automatic program that contacts (or instructs you to contact) the
prospect over a period of time with various promotional or call to action
messages.




                                                               210 Barton Spring Road
                                                                             Suite 275
                                                                     Austin, TX 78704
                                                                       800-882-9006




                                                                                 110
    Cultivating New Business Using Drip Marketing Campaigns
No matter how well you execute your follow-up, you are not going to convert every prospect into
a client. But don’t discard the lead. You should import the lead into your contact relationship
manager (CRM) to build your database and sphere of influence. The Powerline™ system has
multiple auto-import features to assist you with this task (by logging into the ArchAgent web
portal you will see a list of CRMs that we will auto-import into or you can manually import the
data into any spreadsheet CRM).

Every qualified lead should be placed into a drip marketing campaign, defined as an automatic
program that contacts (or instructs you to contact) the prospect over a period of time with
various promotional or call to action messages.

There are various methods and strategies taught by coaches as to the appropriate way to run a
drip marketing campaign. We will assist you with ideas and tools needed to help you automate
your follow-up marketing campaign to create new leads from your subset of old leads. To help
you avoid common mistakes, we will explore the keys to an effective drip marketing campaign,
identify the pitfalls, and focus on solutions to assist you in managing your prospective and client
relationships.

Five Keys to Drip Marketing:

Immediacy
The first follow-up piece should “arrive” within 48 hours -- whether that piece is a voice
broadcast call sent 48 hours after the initial call, a personal phone call, an assistant call, or a
letter.

Value
The marketing pieces should contain a value. Whenever possible that value should be specific to
the prospect or address the needs of that prospect. For example, if the lead was created from a
home seller piece, your follow-up offer could include a free home evaluation or CMA.

Call to Action
The second piece should arrive within ten days to two weeks of the initial call. While the offer
can be the same as your initial follow-up, it should be positioned differently and with more
urgency. The free home evaluation offered in the first letter should now have a date-stamp for
expiration.

Consistency
The third piece should arrive two weeks after the second. You can not expect every sales
technique to work the first time, so it is imperative that you perform this task consistently,
repeatedly, and over time to measure the results. After three follow-up pieces, send your
prospective client a quarterly newsletter or other contact service.

Vary Your Mediums
You should vary the mediums in which you contact your prospects. Utilize the mail, electronic
mail, personal phone calls, voice broadcast, newsletters, etc. If a prospect sees you in the mail,
receives an occasional telephone call, gets invited to a client appreciation party, and receives an
occasional email, they will appreciate your efforts and respect your professionalism, and the
persistency of marketing will pay dividends.




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                                                                         Common Pitfalls
Disregarding Cold Leads
Many agents do not place enough significance on leads that are in the early stages of the home
buying/selling process. If a lead is not going to purchase or sell in the next few months, many
agents simply disregard them. This is unwise when you consider that the NAR reports that
approximately 70% of homebuyers and sellers do business with the first agent with whom they
come in contact.

Misappropriating Funds
Marketing dollars should be treated like sales people; either they produce or they get fired. If
you don’t track your marketing’s efficacy, you won’t know if it’s working and may be investing
into the wrong mediums. The mediums that yield the highest returns should receive the
appropriate allocation.

Mismanaging Databases
Many agents mismanage their databases and hardly utilize their contact management software at
all, much less to its potential. Any worthwhile CRM will enable you to query and select variable
information so that you can manage multiple campaigns, such as one for your new prospects and
one for your clients.

Aborting Campaigns
Quitting a drip marketing campaign before you reap the rewards undermines your long-range
goals. A successful drip marketing campaign hinges on three key points: message, frequency,
and targeting. Suspending a campaign without giving it time to run its full course undermines
your ability to establish brand identification and interest from prospects.

Example Campaign

1st Follow-Up
Action: Telephone Call
In the initial telephone call you should build rapport as quickly as possible. This is achieved by
uncovering areas of commonality and asking the right questions to elicit more information. In
some cases you will develop the prospect into a client on the first follow-up call. If not, use this
as an information-gathering step, where you verify the prospect’s information and consider asking
“permission” to continue to correspond (via your drip marketing campaign).


2nd Follow-UP
Action: Mail Piece
This piece is offering a value of a free home sale analysis. Make it unique by separating yourself
from the more common CMAs or valuations other agents offer. Tell the prospect how to respond
and lower resistance by including the “no obligation” tag.




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3rd Follow-Up
Action: Email or Newsletter
Here you are demonstrating your desire to work with this prospect and continuing to build
legitimacy. If possible, send a newsletter that has a value specific to that prospect’s needs and
desires.

4th Follow-Up
Action: Mail Piece
This piece has a “last chance” offer.

                   14 Secrets To Maximize Profits In Your Home Sale!

To receive the maximum price for your home sale you have to list it RIGHT the first time!
        Three easy tips for SUPER curb appeal
        Four simple steps to transform your home into a “SHOW-PLACE”
        Revitalize your landscape’s appearance in one weekend
        One MONSTER home selling mistake to avoid

This is your last chance to receive your FREE “Maximum Home Sale Analysis.” This analysis is
a complete audit of the current state of your home and landscape and offers you valuable
strategies to ensure that you’ll receive the maximum selling price for your home… far more
detailed than a Comparative Market Analysis or simple valuation.


To receive your free “Maximum Home Sale Analysis” call 555-1212 today… and as always you
are under no obligation.

                       The free “Home Sale Analysis” EXPIRES on (date).



Now you’ve reached out and touched this prospect four times in 28 days. You have made an
offer to perform a free, no obligation home sale analysis, created value with the offer because
you are willing to go beyond a typical CMA, and inserted a shortage on that offer by giving them



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a date to respond by or the offer is rescinded. This is sequential marketing, a multi-step process
that will generate you a much greater response than randomly mailing a “just listed” card with no
call to action or perishable offer.




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115
Chapter 16

  Enhanced Services and Frequently Asked
                Questions


ArchAgent provides a variety of enhanced services to simplify your follow-up
and increase your conversion.




                                                               210 Barton Spring Road
                                                                             Suite 275
                                                                     Austin, TX 78704
                                                                       800-882-9006




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                                                        Powerline™ Enhanced Services
Powerline™ Call Coordinator Service
ArchAgent Call Coordinator Service’s (CCS) trained operators call each lead that has accessed an
extension number on your Powerline™ Interactive Voice Response System. Using information
you provide, the operators follow a series of scripted questions to qualify buyers, uncover
available listings, determine whether or not the prospect has been prequalified, and obtain a
referral. We offer scripts for Realtors as well as loan originators. Contact an ArchAgent
representative to review the available scripts.

Once CCS operators have qualified your latest leads, you receive instant notification of the
results, including indications of your hottest leads. By identifying potential homebuyers, you also
have the lead on a potential seller. This often affords you the opportunity of being the first agent
to list their home, often in a non-competitive environment.

ArchAgent For Sale by Owner (FSBO) Service
(http://www.archtelecom.com/products/data_service/fsbo.asp)
ArchAgent’s FSBO Service identifies and delivers information on homeowners who have listed
their property “for sale by owner.” We deliver FSBO leads in order of geographic proximity,
providing you a list of all the FSBO leads within a fifty-mile radius of your preferred zip code.

We harvest the data using an automated network of web and server-based tools, searching
newspaper ads, websites, and other sources. The data is quality controlled by operators who
review the FSBO listing and ensure accuracy of the information. ArchAgent also identifies and
purges any FSBO leads that are actually investors, Realtors, or assisted FSBO listings. Finally, we
employ live operators to enrich FSBO data by filling in any missing elements, such as the
homeowner’s name, address, and phone number.

Powerline™ Professional Recording Services
ArchAgent’s Professional Recording Services will use your proprietary information (MLS links,
property guides, flyers, or brochures) to develop a professional and precise script for each of
your recordings. We master the recordings with an experienced, professional voice (male or
female). Additionally, we will set up your entire Powerline™ system, including text notifications,
direct transfers, and direct response reports.

Voice Broadcast Service (http://www.archtelecom.com/products/voice_broadcast/index.asp)
Voice broadcast technology enables you to send hundreds or thousands of recorded messages to
your target market to be delivered virtually simultaneously. Your messages can be delivered to
answering devices, live answers, or a combination of both. For live answers, the recipient can
choose multiple transfer options such as to a live operator, survey, poll, or automated attendant
systems.

The service offers unrivaled value in terms of touching your sphere of influence. From Just
Listed/Just Sold to price reductions to holiday greetings, the Voice Broadcast Service will keep
your name in front of your most important audience…your referral base.




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                                                      Frequently Asked Questions
General

I just had a number access my system and when I called it back I received an Error Recording.
How do I get the valid number?
In this case the cellular carrier has passed us a “Trunk” or “Tower” number. It will only affect
calls received from a particular carrier and is typically only passed when the provider is doing
maintenance on their system and will be resolved shortly. Unfortunately, we will not be able to
capture the caller’s number.

I received my sign riders and there are no holes. How do I attach them to my yard signs?
Due to the wide variety of yard signs available, we do not pre-punch the signs. Simply align the
signs with the holes on your yard sign and use a standard hole punch, and then attach them
using a bolt and wing nut.

I received a notification saying that I have a new voicemail available. How do I retrieve this?
The easiest way is by logging into the Web Portal and clicking on the “Listen” tab. If you do not
have web access available you can receive the voice mail through our phone system. To retrieve
the message, call your toll free number and press “*” and enter in your password. You will hear
a prompt informing you that there is a message waiting, and simply press 1 to listen to the
message.

Can I see how many callers one of my individual extensions or source digits has received over a
certain period of time?
Log into the Customer Portal and go the “Powerline” tab, where you should click on the
“Powerline Reports” link. When you choose Output Formatting, you can select Primary Subtotals
and sort by extension or source digit. Running a report in this manner will allow you to group
your data and see how many calls each extension (or mailbox or ad source) has generated.

I have lost my original materials. Are they available anywhere online?
Yes. You can always view all of our marketing materials and also download the latest version of
the User Guide online at www.archtelecom.com/downloads.

Do I have to call through the phone system to make my property recordings?
No, there are several other ways to place your recordings onto the Powerline™ system. You can
make the recordings directly through our Web Portal by clicking on the “Powerline” tab. At the
bottom you will see a link to “Create Regular Ext.” To make the recording, plug in a USB
microphone and press “Record.” Once you are finished, choose the “Upload” option. You can
also upload .WAV files that you have created by entering the “Powerline” tab and clicking on
“Create Regular Ext.” Enter the extension number that you wish to create, click the “Browse”
button, find the .WAV file on your hard drive, and then click “Save Extension.”

I just don’t want to make the recordings myself, do you have somebody who will make them for
me?
With ArchAgent Assistant Services, all we need is the basic property information and we will
script, attach the fax, and professionally record your listing. You can find more information on
this service at http://www.archtelecom.com/products/powerline/assistant_services.asp.

Some of my notifications have “Do Not Call” inside of the message. Does this mean they
requested not to be called or that I cannot contact them?
This designation is only for your reference and is informing you that the caller has registered
their number on either a state or federal Do Not Call List. However, that does not necessarily


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affect whether you can contact this person. To find more information please visit
http://www.archtelecom.com/downloads/PowerlineDNC2.pdf.

Does the Powerline™ service have an option to let the caller listen to the information in Spanish?
Yes, we can set up your system so that the caller is initially prompted to enter their language
choice before receiving the recorded information. Please contact your account representative for
more information about this service.

Billing

I received my statement and there are calls from outside of my area. Where did these come
from?
With any toll-free number, you are going to receive a certain amount of misdials. There are
several reasons this happens, but most often these people are trying to dial your number with a
different prefix, such as the 866 or 888 versions. If you are seeing more than two or three of
these calls per month, please contact Customer Support to activate ANI passing or blocking.

I am set up for Automatic Credit Card Billing. When is my statement amount removed from my
account?
We do all of our billing in arrears and the previous month’s balance is processed around the 5th
day of the next month.

I want to change the credit card you use to bill me monthly. Can this be done online?
Log into the Web Portal and choose the “Billing” tab. You will see a button at the top labeled
“Change Credit Card.”

Some of the calls on my statement were just me calling in to set up my system. Am I being
billed for these calls?
Yes, any time your number is active you will be billed your current per minute cost. However, all
administration can be done through our Web Portal, including recording your extensions, so you
do not have to access the service through the phone system.

Reporting

Why is there no Name and Address Append or it says N/A on the call report?
Most likely the call was placed using a cell phone and we were unable to successfully match the
number with a name and address.

I received an error report marked “Call records for your mailbox are currently being processed -
please try again in a few minutes (-539).”
When you receive this message, you have selected the “New Leads Only” box underneath
“Advanced Selections,” and we are currently trying to match up your most recent calls to see if
they have accessed your system previously. If you wait a few minutes and pull the report again
it should be available. If you need your call records immediately, please uncheck the “New Leads
Only” box and request the report.

I would like to receive a weekly call log of all of the numbers that have accessed my system. Is
that possible?
Yes, we can send you daily, weekly, or monthly reports via email. Please contact Customer
Service to have this service activated.

How do I import my call records into my contact manager?



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When you request your Call Detail Report, check off the “Download” box directly above “Get
Report.” You can then save the .CSV file and import it directly into your contact manager. If you
use Top Producer 7i or 8i, you can have the leads automatically imported by following the
directions found under the “Reports” tab inside of our Web Portal.

Web Portal

I often forget my toll-free number and password and would like to change them to something
easier to remember.
You can change both your Login ID and password inside of the Web Portal. Once inside, click on
the link “Create Web Login” on the top right corner of the page. Please note that the new
password only affects your Web Login; you will still need your default numeric password to
access the phone system.

I have multiple mailboxes on my system, including the Voice Broadcast service. Can I log into
the system and view all of the mailboxes at once?
Certainly. You will first need to create a new web login. After logging into the portal, click the
link in the top right corner labeled “Create Web Login” and establish a web Login ID and
password and you will then be directed to the Web Portal Administration page. Choose the tab
labeled “Mailboxes” and at the bottom you will see the section “Add Associated Mailbox.” Enter
in the next mailbox number and password then click “Add.” You can now choose which mailbox
you want to view from the drop down menu at the top of the page.


Notification/Zero Transfer

I am not receiving my instant notification when somebody calls my system and hangs up without
entering in an extension.
We find that these are typically misdials into your number, and so by default we do not send out
notifications on these calls. If you would like to receive these notifications, please contact
Customer Support.

I need to have different people notified on different extensions; is this possible?
Yes. We have several different options to help you ensure that the proper people receive their
notifications. Please contact Customer Support to activate this feature.

I recently switched cell phone providers and I no longer receive my text messages. What
changes do I need to make?
You can update this information through the web portal. Once you have logged in, click on the
“Notifications” tab and click “Delete” on your old notification. You can then set up your cellular
phone with the correct provider information.

After receiving my text message notification, I have trouble remembering what property is
associated with the extension. Can this be included?
Inside of the Customer Portal, click on the “Powerline” tab and then choose “Edit” underneath
“Controls.” Type in the property address or report title inside of the box labeled “Description”
and choose “Save Extension.”

Can I give the caller the option to transfer to multiple people (i.e. a lender partner or assistant)?
Yes, in addition to the Zero Transfer option we can give the caller the option to press “9” and
transfer to a secondary number. Please contact Customer Service to activate this feature.




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