PLAYBOOK: Launch Your “Recently Sold in Your Neighborhood” Market Report Campaign

This hybrid approach leverages a gated “Recently Sold in Your Neighborhood” PDF report and hyperlocal circle prospecting to capture high-intent seller leads.

Use this integrated framework to capture, engage, and convert prospects using inbound content and outbound outreach to build a steady pipeline of listing appointments every 30 days.

Step 1: Create Your “Recently Sold in Your Neighborhood” Market Report

What Is A “Recently Sold in Your Neighborhood” Market Report

Hyper-local market reports featuring recent sales, price trends, and “off-market” opportunities delivered as premium content in exchange for contact details and a selling-timeline qualifier.

Why This Offer Works

This approach taps into homeowners’ fear of missing out (FOMO) and desire for exclusive insider information they can get easily using resources that are open to the public. It positions you as the neighborhood expert with insider access to data and market insights.

Offer Performance Stats

• Neighborhood reports outperform generic market reports by 340%

• Average contacts-vs-downloads conversion rate: 67.2%
  

Title: [Month] Market Snapshot: Homes Sold in [Neighborhood]

1. Recent Sales (Last 30 Days)

   1. [Street Address 1] – Sold for $[Price] on [Date]

   2. [Street Address 2] – Sold for $[Price] on [Date]

   3. [Street Address 3] – Sold for $[Price] on [Date]

2. Average Price/Sq Ft Trend

   1. This month: $[CurrentAvg]/sq ft

   2. Last month: $[PriorAvg]/sq ft

   3. Change: [▲/▼][% Change]

            [Insert simple bar or line chart of last 3 months’ Avg $/sqft]

3. Off-Market “Coming Soon” Listings

   1. [Address A] – Estimated list $[Price]

   2. [Address B] – Estimated list $[Price]

4. What It Means for Your Home

   1. Demand is [strong/moderate/soft], driving values [up/down]

   2. Homes priced within 5% of market sell in [#] days on average

Step 2: Build A Landing Page Dedicated To The Offer

Headline:  “Get the September Market Report for [Neighborhood] Before Your Neighbors Do”

Form fields (3 max):

1. Name

2. Email

3. Mobile Phone

4. Property address (to qualify)

CTA Button Text: “Send My Free Report”

CTA Button Sub Text: Add Scarcity cue: “Only 50 personalized reports released per month”

Metrics to Track

• Cost per lead: $15–30

• Lead capture rate: 20–25%

• Lead-to-appointment: 25–30%

• Appointment-to-listing: 40–50%

Step 3: Launch 1-to-Many Promotional Campaign

Broadcast your “Recently Sold in Your Neighborhood” Market Report through online and offline. Aim to generate 20,000+ impressions and convert 20–25% into qualified leads—research suggests this is achievable for any local market across the US.

Define The Target Audience For Your Campaign

• Core : 3,000–5,000 homeowners within a 1-mile radius of your target neighborhood.

• Expansion: Layer in “likely to move” and “home improvement” interest groups in adjacent ZIP codes.

• Lookalikes: Create a 1% lookalike audience from your past 100 seller contacts.

Allocate Your Budget & Channels

Facebook & Instagram Ads (40% of budget)

• Spend $600–900 at $8–12 CPM to deliver 10,000–12,000 impressions.

• Frequency cap: 3× per person.

Google Search Ads (15% of budget)

• Spend $180–270 at an average CPC of $2–$3 to generate 3,000–4,500 impressions and 90–135 clicks per month.

• Target keywords: “[Neighborhood] home value,” “homes sold near me,” “what’s my house worth [zip code].”

• Direct clicks to your dedicated offer landing page.

Google Display Ads (20% of budget)

• Spend $300–450 to generate 5,000–7,000 impressions.

Direct Mail Door-Hangers (20% of budget)

• Drop 1,500 pieces at $0.75 each to achieve 1,000–1,200 impressions.

• Use unique QR code linking to a dedicated landing for attribution.

Retargeting Ads (5% of budget)

• Serve to website visitors and partial form completers to boost conversions.

Metrics To Track

1. Impressions ≥20,000/month

2. Click-Through Rate ≥2.5%

3. Cost Per Lead $15–30

4. Lead Capture Rate 20–25% (downloads ÷ clicks)

5. Email Open Rate ≥40%

6. Click-to-Schedule Rate ≥20%

7. Inbound Appointment Rate ≥25%

8. Time to First Response <2 hours

Step 4: Launch 1-to-1 Outbound Marketing Campaign

Daily Outbound Routine (Days 3–30)

Create Your Contact List 

Pull new “Report Downloaders” and all homeowners within a 1-mile radius of each recent sale

Tell Them About Your Offer

1. Call/Voicemail Script:
   “Hi [Name], it’s [Your Name]. I just sent you our exclusive September Market Report for [Neighborhood]. Your home at [Address] matches the one on [Street] that sold for $XXK above asking. Would you like a personal estimate of your home’s value in today’s market?”

2. Text Follow-Up:
   “This is [Name]—did you see the market report I emailed? I can share a custom estimate based on your address if you reply YES.”

3. Door-Hanger Drop:
   “Just sold nearby! Scan for your free neighborhood report & 15-min consult.” with QR code

Metrics to Track

• Calls/day: 50

• Texts/day: 50

• Door-hangers/day: 20

• Response rate goal: 12–15%

• Appointment rate: 35–45% of responses

Step 5: Set Up Follow-Up Email Sequence for Inbound Leads

Nurture inbound prospects with a four-touch email campaign that delivers value, builds urgency, and drives scheduling—all within 10 days.

Pro Tips

1. Personalize subject lines with recipient’s name or neighborhood.

2. Use clear, benefit-driven CTAs in buttons.

3. Send from your personal email address to boost open rates.

4. Automate follow-ups but monitor for hot leads to call within 2 hours.

Fast Start Email Sequence

Email #1: Immediate Delivery (Within 1 Hour of form submission)

Subject: “Here’s Your [Month] Market Report for [Neighborhood]”

Body:

• Link to download report

• Brief overview of key insights (“See pages 2–3 for recent sales”)

• Clear CTA button: “Schedule Your Free 15-Min Consultation”

Email #2: Day 2 Reminder - Wait One Day Then Send

Subject: “3 Sale Highlights from Your Report”

Body:

• Bullet out the top three recent sales and why they matter

• Reinforce benefit: accurate pricing, faster sale

• CTA: “Book Your Consultation Now”

Email #3: Day 5 Social Proof - Wait 2 days then send

Subject: “Case Study: Sold for $X Above Asking in [Neighborhood]”

Body:

• Short success story with numbers and timeline

• Quote/testimonial from the homeowner

• CTA: “See How We Can Do the Same for You”

Email #4: Day 10 Final Push

Subject: “Last Chance: Free Consult Slots Fill Fast”

Body:

• Urgency cue: “Only X slots left this month”

• Restate value: personalized market insights

• CTA: “Claim Your Free Consultation”

Metrics to Track

• Email Open Rate ≥40%

• Click-to-Schedule Rate ≥20%

• Inbound Appointment Rate ≥25%

Step 6: Evaluate, Optimize & Scale Your Campaign

Treat each marketing campaign as an experiment—deliver one offer, to one specific target audience. 

Review numbers weekly (CPL, response, appointments, listings)

Compare the numbers you need to achieve on each metric in order to align to your commission goals to determine whether the campaign results are on track with your sales commission goals. 

• Calculate your marketing ROI for each month: 

• Marketing ROI Calculation Formula: (Net commission ÷ Marketing expenses) × 100%.

  1. Add up all of the above costs plus your ad spend.

  2. Divide your total marketing investment by the number of closed listings generated by those campaigns.

  3. Compare to your average commission per listing to get net profit.

To calculate true ROI, factor in all direct and indirect expenses—beyond just your ad spend—so you know exactly what each listing appointment really costs you. This holistic view ensures you’re not underspending or overspending—and that every dollar you invest in both digital and face‐to‐face marketing drives profitable listing appointments.

Common Direct & Indirect Expenses For Real Estate Marketing

1. Direct Mail & Print Collateral

   • Postcards, flyers, brochures, door‐hangers: printing and postage fees

   • Business cards and branded giveaways

2. Networking & In‐Person Outreach

   • Coffee, lunch, or happy‐hour meetups with prospects (meal costs)

   • Event sponsorships (local sports teams, charity events)

   • Entry fees for chamber mixers or industry luncheons

   • Branded signage and table rentals for events

3. Open House Expenses

   • Signs, directional arrows, and printed property sheets

   • Refreshments, snacks, and staging décor rental

   • Photographer or videographer fees (if you include virtual tours)

4. Technology & Software Subscriptions

   • CRM and email‐marketing platform fees

   • Landing‐page builders, form plugins, and analytics tools

   • Scheduling software for booking consultations

5. Vehicle & Travel Costs

   • Mileage and fuel for door‐knocking, showings, and networking trips

   • Parking and toll fees

6. Time & Labor

   • Value of your time spent on phone calls, follow‐ups, and in‐person visits (e.g., $50–$100/hour)

   • Assistant or VA hourly costs for managing campaigns, mail drops, and data entry

7. Miscellaneous

   • QR‐code printing and tracking services

   • Gifts or closing‐gift expenses used as incentives

What to Do When Your Campaign Is Not Hitting Goals

Most campaigns underperform initially. 

Implementation Notes:

• Check metrics weekly in CRM and ad platform.

• Apply only one fix per week and only change one element per fix.

• Run each test ≥7 days or until 200 impressions.

Follow this optimization order:

Checkpoint 1: Are enough prospects seeing your offer?

Problem: Low Awareness (#)

Metric to Check: Reach, Impressions

Solution: Tell More Prospects About Your Offer

Improvement Experiments

1. 1-on-1 Marketing: Share the link to opt-in for your market report, the outcome it’s designed to deliver, and a request to sign up to all of the contacts in your phone.  

2. Paid Ads (1-to-Many Marketing): Increase ad budget 20%

Checkpoint 2: Are enough prospects visiting your landing page?

Problem: Low Web Page Visits (#)

Metric To Check: Click-Through Rate (CTR), Unique Web Page Visits

Solution: Improve Prospect-Message Fit

Improvement Experiments

1. Test adjusting your prospect targeting (ex. ZIP-code or demographic characteristics)

2. Test an “avoidance” rather than “gain” headline on ads

3. Test new ad images that paint a clearer picture of the pain your offer helps your target audience avoid

Checkpoint 3: Are enough visitors requesting your lead magnet?

Problem: Low Form Fill Conversions (%)

Metrics To Check: # Unique Web Page Visitors, # of Form Submissions

Solution: Make Sure Visitors See What They Were Promised (And Nothing Else) When They Land On Your Web Page

Improvement Experiments

1. Test making landing page headline more identical to your “offer pitch”

2. Test removing any content on the landing page that is not related to the offer.

3. Test new landing page images that paint a clearer picture of the transformation your offer helps your target audience achieve

4. Test adding “bonuses,” “scarcity,” and “urgency” to incentivize redemptions 

5. Test reducing # of fields on your redemption form to Max 3

6. Test changing your offer

Checkpoint 4: Are enough lead magnet requests turning into appointments with you?

Problem: Low Booking Conversions (%)

Metrics To Check: # of Form Submissions, # of Listing Appointments

Solution: Increase # of follow ups; Improve Appointment "What's In It For Me" (WIFM)

Experiment Examples

1. Test increasing from 4 to 12 follow up emails in your email sequence 

2. Test adding phone, text, and in-person follow-ups to your mix

3. Test adding “bonuses,” “scarcity,” and “urgency” to incentivize appointment bookings

4. Test new headlines on follow-up emails

5. Test new intros on follow-up emails

Checkpoint 5: Are enough appointments turning into listings with you?

Problem: Low Listing Conversions (%)

Metrics To Check: # of Appointments, # of New Listings

Solution: Increase # of follow ups; Improve Listings "What's In It For Me" (WIFM)

Experiment Examples

1. Test increasing from 4 to 12 follow up emails in your email sequence

2. Test adding more phone, text, and in-person follow-up touches to your communication plan

3. Test adding “bonuses,” “scarcity,” and “urgency” to incentivize appointment bookings

4. Test new headlines on follow-up emails

5. Test new closing script for listing appointments

What to Do When Your Campaign Is Meeting or Exceeding Goals

Key Rules for Scaling

• Maintain your original cost-per-lead goal.

• Track each new audience separately with CRM tags.

• Halt any scale test if cost-per-lead exceeds your target.

Two Scaling Decision

When performance is consistent, scale using one of the following methods:

1. Scale Vertically

   1. Increase budget by ≤50% every 7 days.

   2. Pause increases once cost-per-lead stops improving.

2. Scale Horizontally

   1. Expand into new segments: lookalike audiences from top ZIP codes or age groups.

   2. Add related interests (e.g., “home improvement,” “moving services”).

   3. Test additional channels: direct mail, geo-fencing ads, door-hangers.

Want some help getting this launched? Book A Free Strategy Session. Let’s make your real estate marketing work for you while you sleep.