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GETTING INTO THE ZONES
Multi-pronged marketing and communications program boosts Zone sales
Zaio continues to maintain a full schedule of on-site sales events and presentations
to the appraisal community, as well as hosting an interactive appraiser sales webinar
that allows a large number of individuals from around the country to participate
in meetings and presentations via the Internet.
“Our marketing efforts, along with widespread media relating to industry conditions,
have resulted in increased interest among appraisers and lenders and has in turn
led to a significant increase in inquiries to our call center,” says Thomas Inserra,
Zaio’s Chief Executive Officer.
According to Zaio Vice President, Sales and Strategy John Ross, “Most callers want
to know how we’re going to get this done because it’s such a massive concept. Potential
Zone appraisers like to talk to appraisers already signed onto the Zaio concept.
They like to know what our plans are and the status of photography and data-matching.
Often they want to get involved, but want timing to coincide with photography start-up.”
Appraisers considering the purchase of a Zone are encouraged to check the Zaio website
or to speak with one of our sales representatives. An early commitment allows you
to become familiar with the Zone appraisal software and assures you access to the
territory you know best.
In the past several months, Zaio has introduced a number of initiatives to support
our sales team, supplying them with sales statistics, demographic information and
local market knowledge to better demonstrate the power of our database in our presentations.
“The depth of our database is impressive, and demonstrating its strength to potential
appraisers gets their attention,” says Ross.
Area Development Officer (ADO) Program
An ADO is a Zone owner who has responsibility for sales, support, and recruitment
within a defined geographic area. Typically ADOs own 10+ Zones and often have a
high profile in their markets. By virtue of their investment they have a vested
interest in learning what is available and helping to sell Zones. According to Ross,
“Typically, the ADO knows who is in the market and who should be involved, and helps
us set up sales meetings.”
The ADO is responsible for hiring photographers and working with area appraisers
to ensure the concept is efficiently deployed in their market.
Own Your Home Zone
“By identifying appraisers who live or work in or near Zones available for sale,
we’ve been able to increase our direct-mail response rate to 25 to 30%,” says Ross.
The Own Your Home Zone program has been mobilized in 15 to 20 markets so far. To
date about 9,000 letters have been distributed, resulting in 2,200 to 2,300 responses.
As a point of interest a typical addressed direct mail program can expect to receive
a 2 – 5% response rate.
According to program coordinator Jeff Maciejko, by drawing on the power of our network
we’ve been able to increase the response rate. “Using our database, we can match
potential appraisers to Zones available for sale in their area and invite them to
contact their local Area Development Officer (ADO) for more information,” says Maciejko.
All expressions of interest are followed up by the local ADO or a member of Zaio’s
Zone sales team.
Zone Owner Challenge
At the recent Zaio Summit, Ross put the challenge out to all Zone appraisers to refer individuals who would be a
good fit as Zaio Zone appraisers. “Our incentive program offers Zone owners a gift
certificate if someone they refer signs on as a Zone owner,” Ross says. ”So far,
we’ve received a good response from appraisers.”
Call Center
Staff members at the Zaio call center in Tempe, Arizona support our sales efforts
by proactively contacting potential Zone appraisers and alerting them to Zone sales
meetings in their area. The three-person call center is also instrumental in introducing
appraisers to the Zaio concept; when appropriate, potential appraisers are invited
to participate in a webinar or go online to learn more about Zaio.
In addition to serving as an information source, the call center is the point of
contact when one of the executives is unavailable to take a call first-hand.
Direct Sales Team
Sales representatives are responsible for establishing and building the Zone appraisal
relationship, drawing on their local knowledge to ensure that information is relevant
to potential Zone owners in the area. Four of our six regional sales representatives
are Zone owners themselves; the other two members of the team are employed by Zaio.
Large Zone Purchase Program
Headed by John Ross, the Large Zone Purchase Program is dedicated to acquainting
large firms with the Zaio concept: who we are and what we can do for them. Ross
has taken the lead on this initiative by capitalizing on his industry contacts and
identifying the firms most qualified to join the Zaio network. From Tampa to Kansas
City, several well-known and sizeable firms have recognized the value of the Zaio
concept and have signed on in a big way.
We plan to continue our aggressive expansion program and are seeking first-class
appraisers to work with us in dozens of Zones in several cities. If you’re interested
in exploring the opportunities in your region, please contact John Ross at
jross@zaio.com or 1-815-861-2433.
We welcome your ideas! Please send feedback or ideas for future topics to
newsletter@zaio.com.
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