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Leader of Fast-Growing Team Uses Old and New Strategies to Drive Expansion

Predictive analytics, Facebook ads, newspaper advertising, and door knocking all play a role.

(Boonton, NJ, November 3, 2016) — The Bob Lucido Team is part of Keller Williams Integrity in Ellicott City, MD, and, in an unusual move for a team, Lucido has been expanding nationally as a business within Keller Williams.

Lucido says his team closed 1,236 deals and generated $10.4 million in gross commission income in 2015.

How has he achieved such stellar growth? Lucido embraces a variety of marketing tactics, using both the latest technology — such as predictive analytics and Facebook ads — and old-school strategies like direct mail, door-knocking and open houses.

One of his signature programs is a guaranteed sale: List with Lucido, and if the house doesn’t sell, he’ll buy it.

Clients who opt for this offering agree to a number of restrictions. The home must be priced at $150,000 to $750,000, and it must not be a unique or remote property.

Lucido must agree to the list price, and every 30 days that the home doesn’t sell, he drops the price by 4 percent.

If he miscalculates and the house doesn’t sell, Lucido buys it — but he insists that the seller pays him a commission and agrees to appear in a testimonial.

In other words, he wants to make sure that he gets something in return for taking on a significant financial risk.

"You have to be prepared to buy a home" Lucido says. However, that’s not the goal. The real goal is to attract potential clients.

Details on other methods Lucido is using to drive growth appear in the November issue of Real Estate Broker’s Insider newsletter.


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