Laurie & Larry Wall
Keller-Williams Realty , The Wall Team
1009 Glade Road Suite C
Colleyville, Texas 76034
(817) 427-1200 ext 102
www.callthewalls.com
laurie@wallteam.com
2006 — 166 units $35M
2005 — 126 units $24M
2004 — 96 units $17M
BACKGROUND
Laurie has been in the business for 25 years, and Larry for 20. Their market is Colleyville, Texas in the Dallas-Fort Worth area. Their average sales price is approximately $250,000.
ASSISTANTSITEAM
The structure of the team is designed to allow Laurie and Larry to focus on their “High Payoff Activities”; negotiating, presenting offers and previewing property. The team started 8 years ago with a few part-time assistants. All of their administrative help is licensed and have been Realtors. They have a listing manager, a closing manager, a listing specialist and 5 buyer agents. The buyer agents have rotating days on call so that they can each benefit from the leads generated by the team’s marketing efforts. The expectation for the buyer agents is not for them to sell the person that they are calling, but rather to get an eye-to-eye appointment at the office.
SYSTEMS
The Wall Team uses Top Producer, and all marketing is planned and systematized. They have identified their “Top 100″ best clients, and have segmented them in Top Producer. This group receives special mailings and is invited to special events. Interactive Voice Response (WW\Y.archtelecom.com) is used on all of their listings for lead generation and marketing effectiveness tracking.
MARKETING
The Walls use a Custom House newsletter sent to 17,000 homes every 6 weeks (www.customhousepublishers.com). The cost is approximately $6500 per mailing.
40-45% of their business comes from the Sphere Of Influence (SOl past clients and people they know), 36% of their business is attributable to their farm marketing and 20% comes from “Proactive Marketing” (calling FSBO’s and Expired’s, open houses). 50% of their marketing budget is spent on their geographic farm and 50% on their SOl and client events.
The Walls use “Market Snapshot’ on their website as a user friendly interface to help prospective buyers and sellers keep apprised of local market activity with graphs and statistics. (www.topproducer.com). Laurie and Larry have stopped their direct mail efforts (other than the newspaper) because they have found it to have become saturated.
KEY ELEMENT OF SUCCESS
Relationships - Laurie & Larry have built their business on relationships; in the early years of their business, they were able to bring closing gifts to clients as well as Christmas gifts to their homes. As the numbers grew, it became harder to do that. So they made sure that their growing team served clients the same personable way.
(Approximate length of this CD is 55:59 minutes)
