How One Broker Leverages His Public Records/Tax Solution for Sphere Marketing

CRS Data is among the leading tax systems in America, known for their outstanding system design, great customer service, and excellent county record tax collection. If you use CRS today, you are probably a fan.

Today, I want to talk about a CRS feature that is making a profound impact on the effectiveness of direct marketing for Murney Associates, Realtors. Murney Associates is a six office brokerage located around Springfield, MO. They are locally known for their excellence in marketing and a strong believer in sphere/farm marketing.

Last week, I had a chance to connect with Kyle Drenon, Director of Marketing for Murney, who shared some information with us about how they are training sales associates in their firm to leverage CRS label export with outstanding results.

CRS has the ability for sales associates to perform subdivision searches in prospecting. Agents can quickly pull a mailing list of a subdivision and create a farm. Murney provides a service to develop Jumbo, or oversized postcards to mail to that farm. The company manages this marketing communication at a localized level. For example, adding a very localized primary photo from the community on one side of the postcard and adding very localized market data for the neighborhood along with recent listings, sold listings, etc. Mr. Drenon indicates that agents are getting great response rates from these mailings because the consumer is getting information that is highly relevant to them.

A feature of the CRS Data system is label export – the marketing list of homeowners can be printed directly on to Avery 5160 labels, a built-in setting in CRS. The little feature is profoundly impactful because the agent does not need to export a CSV file, then convert it to an Avery standard for peel and stick labels. It's easy to use and very low cost.

For larger print runs, Murney recommends a number of vendors who bulk print. Some, like Express Docs, do a really good job and offer services nationally. Murney prefers to use local printers to enhance the quality of service, and has found that local printers can be competitive on price when the brokerage negotiates off of their published rates.

CRS Data is a featured company in our annual Technology Guide – be sure to download the guide to learn more about CRS and the many other valued technology offerings.