An owner outreach playbook that helps real estate brokers systematically build market coverage and generate owner conversations.
Successful owner outreach isn’t about reaching more people. It’s about showing up consistently for the right owners with insight that’s useful and specific.
One approach you can use to connect meaningfully with owners is what Marketproof calls the ‘market coverage’ strategy. The market coverage strategy is defining a market, which can be a neighborhood, a group of buildings, a property type, and committing to understanding it deeply over time.
This playbook walks you through exactly how to build a market coverage strategy using Marketproof Pro. Below, you will learn how to create property owner lists and marketing assets, as well as how to sequence outreach and sustain your efforts.
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How to begin: what market coverage means
Market coverage is a strategy, an ongoing approach. It is not a short-term tactic.
Instead of asking, “Who should I contact this week?” you begin by asking, “Which market do I want to lead?” Or, “What market am I uniquely qualified to lead?” Or, “What market do I want to be uniquely qualified to lead?”
Here are some examples of what a market can look like:
– One neighborhood (or more) that you know inside and out (ex. I want to be the Flatiron condo expert, helping people buy and sell there)
– A building (or several buildings) that you track (ex. I want to know every unit and line at Zeckendorf Towers and help owners sell them successfully or buyers buy there)
– A specific type of property that you specialize in (ex. i want to work with ultra-luxury condo owners and buyers in Manhattan)
– A type of owner that you focus on (ex. I want to serve Manhattan townhouse owners)
Create targeted owner lists with email addresses, phone numbers, work history, addresses, and profiles
With your market in hand, you’ll now need a list of property owners who are in that market. Marketproof Owner Outreach connects properties to their owners and surfaces available contact information, including email addresses, phone numbers, mailing addresses, and for LLCs the individuals behind them. (Learn how Marketproof Owner Outreach works)
Once identified, Owner Outreach can also surface work and education history, social profiles, and other profile information, so you know more about the person you are reaching out to and can customize your marketing assets to that person’s profile. For example, if they work in finance, your marketing assets can be more analytical. Or, if they work in a creative field, your assets can be more visual.
Before we get started
Here are three best practices to keep top of mind as you build your program:
- Don’t send generic blasts. Send personalized communications.
- Prioritize owners with profiles inluding work, education, and address history.
- Track results and adjust as you go.
Create the right market, building, and property content
The next set of tasks to complete, is to create the marketing materials. Using the Marketing Center in Marketproof Pro, you can generate data-backed marketing assets at different levels of specificity, including market, building, and unit.
We will go through each of these and provide examples.
Market Reports
A market report will be as narrow or broad as you define. For example, a specific neighborhood, submarket, or major market, and can be asset- or price-specific. There are many other filters available for further targeting.
Marketproof-Chelsea-Market-Report-SampleBuilding Reports
Next, you will want to create a building report. A building report includes a profile, the last 24 months of transactions, and other metrics. When combined with the market report above, you already provide information that sets you apart from other real estate brokers.
Marketproof-Building-Report-SampleUnit-Specific Context
To get even closer to the specific property, you will next generate a comp report, with a projected sale price range, built off of comparable properties currently on the market or recently sold.
Marketproof-Comp-Report-SampleIntroduce Insight by Email
Combining the above, we have email addresses and marketing assets and are ready to reach out to owners. Position your email as part of your market coverage, showing your expertise and market leadership. Of course, your unique voice is what matters most in your email, and the strength of the assets you have created will give you a lot to work with.
Marketproof-Outreach-Email-TemplateReinforce with USPS Mail
After the email, you will send a printed copy by mail. Below is a simiple post card gnerated in the Marketing Center.
Sign up for a free 7-day trial to use the Marketing Center and the rest of Marketproof Pro.
Phone Outreach
Marketproof-Call-Opener-SampleMaintain a sustainable cadence
To review and summarize the above:
• Email is the initial outreach where you will create initial awareness
• Postal mail is the channel where you will build more awareness
• Phone calls are the channel where you can connect
Experiment with the frequency of follow-ups and the types of assets you create. Keep track of the information that matters so that you can be analytical in your process, see what is working, and adjust as necessary.
Final Thoughts
Start with one targeted market, one curated list, and one personalized asset, and then execute the sequence until you get a meeting.
When owners consistently receive clear, relevant insight tied to their property and market, they begin to associate your name with understanding and professionalism.
The market coverage strategy turns outreach into presence, and presence will give you the opportunity to connect and win business.
