Market Builder FAQ

Market Builder is a postcard marketing campaign that directs home owners to sign up to receive Market Snapshots. Agents can choose a farming area based on a zip code or a central address. Market Builder will mail each of the addresses in the farming area 3 post cards throughout the year. When a postcard recipient signs up for a Market Snapshot, they are automatically sent a Market Snapshot and their contact information is sent directly to the agent for follow-up as a new lead.

Market Builder will:

• Execute a postcard mail campaign that systematically mails to blocks of addresses in a farm area.
• Include unique personalized passwords and a reference to a website URL on each of the postcards.
• Accept the personalized password at the supplied URL, prompt the home owner to add more information about their home and then refer them to their agent.
• Send home owner information to both Market Snapshot and Top Producer 7i for follow up with their new Agent.

A farm is a group of addresses selected by the Agent for their Market Builder postcards to be mailed to. Each address in the farm will be sent a series of postcards throughout the year encouraging them to sign up for a Market Snapshot. When a postcard recipient signs up for a Market Snapshot, their contact information is delivered to the Agent for follow-up as a new lead.

Market Builder alows you to create farms from up to 10 geographical areas. For each area, you can specify an address and the number of properties to search for around this address. Market Builder will then return the number of properties closest to that address. Geographic areas can be in different zip codes to enable you to create a farm with different zip codes.

The total addresses selected for you farm must equal to your subscribed bundle size + 10%. Whenever an address responds to a postcard via the BetterHomePrice.com website, the address is immediately dropped from its mailing slot so additional address(es) are required to fill up the vacant slot(s). For example, if your bundle size is 400, you need to select 440 addresses (400 + 10%). 10% of this total is used to top up your mailing list.

The Quantity column represents the number of addresses surrounding the targeted street address that you would like to include in your farm. This number is editable.

When you click Save, Market Builder searches for the requested quantity of addresses surrounding the targeted street address and displays this number in the Available column.

The number in the Available column is clickable. When you click it, it displays the addresses that Market Builder returned. These addresses are part of your mailing list. From this screen, you can select the addresses that you wish to exclude from your list.

For each address row, click on the link in the Available column.

The Exclude Address page is displayed.

From the Mailing List column, click the addresses that you wish to exclude then click . The addresses are moved to the Exclude Address list.

Notice that your mailing list was automatically topped up with the same number of addresses that you excluded. The new addresses that were retrieved to top up your mailing list are marked in red.

The first quantity represents the number of addresses surrounding your target address that you requested. The total of these numbers is equal to the agent’s subscribed bundle size plus 10% (top up value).

The red “Active” quantity stands for the number of addresses which are active for mailout. The total number of active addresses is equal to the bundle size that the agent subscribed to.

Since each mailing campaign consist of 400 addresses and each address will receive 3 postcards during the course of a year for a total of 1200 postcards, we have selected the top 40 mailing weeks in the year and will send the postcards in batches of 30 to 40 per mailing week.

• Mailings go out on Mondays, so the postcards are sent to the printers the preceding Sunday night. Exceptions to this rule are Mondays which fall on federal holidays. In these cases, mailings will be performed the following Tuesday. These dates are bolded in red in the above table.
• The mailing dates for leads go from left to right. For example, if a set of mailings is sent on 04/09/07, then the next mailing will be 08/06/07. Doing it this way ensures that every recipient gets sent a mailing 3 times a year.

No, it is not possible to include your own postcard designs when using Market Builder. You must select one of the pre-defined postcard campaigns available in the Market Builder setup.

You can go to the View Past Mailings tab to see the list of postcards that were sent.

The tab will display the last mailing date, the number of postcards sent, and the recipient name, address, and personal access code for each address. You can also change the date to see other previously sent mailings.

You can go to the View Upcoming Mailings tab to see the list of the next postcard mailings.

The tab will display the next mailing date, the number of postcards being sent, and the recipient name, address, and personal access code for each address.

You can also change the date to see other upcoming mailings.

You can go into the Summary tab to view a summary of your mailing campaign. The tab will display the number of addresses in your farm, number of postcards mailed, number of homeowners that requested a Market Snapshot, and the campaign start date.

Leads received in Top Producer 8i from Market Builder Postcards have a Source of TOP MARKETER, and a Sub-Source of Direct Mail. These are assigned to all leads generated when someone uses the unique code included on their Market Builder Postcard.

To view the information in Top Producer, open the Lead Record and click the Lead Info tab. The Source and Sub-Source will be displayed along with the other lead information.

To view the information in Top Marketer, go to the the Inquiries menu and click Inquiry Report. The list of inquiries will display the Inquiry Source (equivalent to the "Sub-Source" in 8i), and Agent Source of each lead you have received.

Each postcard is personalized for each address. The example below shows the personal access code, the street address, and the city.

Each postcard contains a unique personal access code for the address it is sent to. When the home owner visits www.betterhomeprice.com and enters their personal access code, a personalized web page, with the home owner’s name and address is displayed.

The home owner is prompted to request a Market Snapshot by entering their email, phone, and home attributes.

Once the request is submitted, an agent branded confirmation is displayed.

The home owner will receive an email confirmation that their Market Snapshot is on the way.