Featured CMA
Featured CMA Farming Edition is an automated offline and online marketing system that gives REALTORS® total control over the farm area and types of buyers and sellers they wish to target. The automated system helps connect with ready and willing buyers and sellers while continuing to nurture longer term prospects. Ultimately, the system will help generate inquiries and provide targeted and prolonged exposure to help build awareness of the agent’s personal brand.
How It Works
Featured CMA (FCMA) is an on-line service combined with an offline mailing program and a follow-up system developed to help prospective buyers and sellers become better informed about local market conditions and, in the process, recognize the value of working with a REALTOR®.
Consumers are invited to find out “What’s Your Home Worth? And How to Make Your Home Worth More!” by entering their property address on REALTOR.com®. The consumer is immediately presented with recent local home sales data drawn from public records for disclosure states or calculated estimates for non-disclosure states. At the same time, consumers are informed that although this information is helpful, it is not sufficient to understand the value of their home. They are encouraged to contact a local REALTOR® for additional assistance in valuing their property based on its unique features, and to learn how to maximize its value. FCMA is respectful of consumers, allowing them to choose the level of engagement they desire with a real estate professional.
Product launched May 9th, 2006 – available on the REALTOR.com® Home Page, the REALTOR.com® Find A Home Search Results Pages, and on the Move.com home page.
Expanded Features
Effective 10/1/07:
- New REALTOR® subscribers to this product will receive a significant number of enhancements that add more functionality without increasing the cost. Existing subscribers who wish to take advantage of the new version of the product can do so if they wish to begin a new agreement.
- In addition to attracting inquiries from the “What’s Your Home Worth?” form on REALTOR.com®, there will be additional marketing in the form of weekly* mailings into a farm area of 400 residents set up for the REALTOR® – with 30 cards going out each week until the entire farm area has received a mailing. This will be repeated so that each resident in the farm should receive 3 mailings with in a year.
- Inquiries from the postcard mailings will be directed to a special "Better Home Price.com" web site, where the consumer is asked to use a special code from the back of the postcard to gain information on the value of their property. When they do, the agent assigned to that neighborhood will have their photo and contact information displayed, and the consumer will be asked for additional information so that the agent can follow-up.
- Inquiries from both the REALTOR.com® web site and the postcards will be automatically enrolled in a follow-up system that sends out market information with the agents contact information integrated into the email.
Additional Details
Featured CMA is an on-line marketing and branding system that positions the subscribed REALTOR® as the expert consumers consult to make their home worth more on a community level. It now simultaneously goes further and takes the branding directly to a targeted neighborhood to send mailings to the exact type of properties or consumers the REALTOR® wishes to reach. In addition to the direct responses this generates, it also provides exposure and lead generation for Agents or Offices that will continue to add value over time. The Featured CMA farming edition is supported by well constructed follow-up pieces that use real market data to further develop buyer/seller inquiries.
Real estate Agents and Offices have the opportunity to purchase a Featured CMA Display Territory (a single zip code or a group of adjacent zip codes) for an area they would like to market to and receive consumer inquiries from. The information displayed to consumers is presented as coming from the Agent or Office subscribing to the particular area.
Consumer requests for a customized “Home Value Report” and information on making their home worth more are sent via email to a single REALTOR® or office for their follow-up. To address the issue of soliciting another REALTOR®'s clients, home sellers are asked if their home is already listed with a REALTOR®. In those instances where the home is already listed, consumers must affirmatively request this information, and the REALTOR® receiving the inquiry is notified that this seller already has their home listed.
In areas where the Display Territory is not assigned to a particular REALTOR® or office, consumers are still provided complimentary home sale data, and then directed to Find a REALTOR® to request professional real estate marketing assistance.
Home sales data is based upon actual sales prices for the last 18 months from public records in full-disclosure states. For states which do not disclose property sales prices, an estimate is calculated based on either the transfer tax paid in a home sales transaction, or first mortgage amount. Non-disclosure states include: AK, ID, KA, LA, MS, MO, MT, ND, NM, TX, UT, WY. In all cases, home values are presented as "Estimated Value" rather than sales prices.
Benefits
A unique advantage of the Featured CMA product compared to all other market competitors is that it takes into consideration that there is more to building a following in a community than giving someone a price for their home on the web. The constant contacts, followed up with creative emails and web support build REALTOR® name awareness in the market. Because this is very much a “turnkey” system, once it is underway the REALTOR® will have many different ways the consumer sees their branding; Direct mail, Web, Landing Pages, Email reports, and follow-up email. This varied approach will increase the possibility that the messages get through, and the consistent nature of the program is pointed for success in building a brand for the REALTOR® over time.
Frequently Asked Questions Featured CMA (PDF: 83KB)
