Play 05 of 05
Feed the Machine
Create More People, Properties and Opportunities.
Use marketing tools to find opportunities, engage your database, capture addresses and continuously feed the Playbook.
Goal: Create more opportunities
The Why
Why this play works
Marketing is not a separate strategy. It is the fuel for the other four plays.
The Playbook only works when new people and new addresses keep entering it.
Your existing database is the cheapest source of addresses you will ever have.
Ideal Audiences
- Cold or inactive database contacts
- Sphere and referral network
- Social audiences interested in home value
- Open-house and event attendees
The Play
The play in four moves
- 01Choose one source of people: database, sphere, social, open houses or lead discovery.
- 02Give them one reason to give you an address.
- 03Capture the address through a landing page, QR code or conversation.
- 04Every captured address goes straight back into Play 01.
When To Use It
When to run this play
- Your pipeline is thin.
- Your database has gone cold.
- You just finished a listing and want to reinvest the attention.
- You want a predictable weekly source of conversations.
Do This
Do this
- 01Pick one source this week instead of all eight.
- 02Launch a landing page built around offers and options, not around you.
- 03Run a database campaign inviting people to see the offers on their address.
- 04Put QR codes anywhere a person meets a property.
- 05Let automation follow up so no address goes cold.
Say This
Say this
Database campaign
“There are real cash offers on homes in your neighborhood right now. Reply with your address and I'll send you yours.”
Social post
“Curious what buyers would pay for your home today — without listing it? Drop your address and see your options.”
Open house capture
“Before you go — want to see the offers and options on your own address? Takes one minute.”
Send This
Send this
- A landing page focused on values, offers and options.
- An automated follow-up sequence for every new address.
- Database re-engagement, leveraging values and offers to find handraisers.
- The offer report that starts Play 01.
Watch For This
Watch for this
- Which source produces addresses, not just clicks.
- Addresses sitting in the CRM with no offers run — that is lost pipeline.
- Replies with questions — those are conversations already started.
- One channel outperforming the rest — double down on it.
The Tools
What feeds the machine
What's Your Next Play?
Where are you right now?
Need more opportunities?
Launch marketing
Captured an address?
Run Play 01 — Create the Conversation
Database is engaging?
Build the relationship — Play 04
Your 5-Minute Challenge
Run it once. Today.
- 01
Pick one source of people you already have.
- 02
Send one address-capture message today.
- 03
Run the first address that comes back.
Play Complete
The loop is closed. Every new address starts the Playbook over — that is the flywheel.
Go deeper
Next Play — 01
Create the Conversation
Offers Create Opportunities.