Market Builder FAQ

General ........................................................................................................................................... 3
Where is my Agent Profile Information? ...................................................................................................... 3
What is Market Builder? .............................................................................................................................. 3
What is a farm? ........................................................................................................................................... 3
Can I define more than one farm? .............................................................................................................. 3
How do I define a farm? .............................................................................................................................. 3
What is all the information that appears when I open Top Producer? ......................................................... 3
What is the Performance Report? ............................................................................................................... 3
Setup Wizard .................................................................................................................................. 4
Creating your Farm with Targeted Lists ..................................................................................... 4
Why must I define more addresses than the bundle size I selected? ......................................................... 4
I can’t remember how to spell an address. Can I search for the street address using its zip code? ........... 4
What is the maximum quantity that I can enter for each targeted street address?...................................... 5
Why can’t I see the Add Addresses tab? .................................................................................................... 5
After defining and adding addresses to my farm, when will they be included in the mailout? ..................... 5
What is the difference between the “Quantity” and “Available” columns? ................................................... 5
What happens if my target addresses overlaps another one? .................................................................... 6
What happens if I choose a target address that is close to a zip boundary?............................................... 6
Can I exclude specific addresses from an area? ........................................................................................ 6
Why does it take so long to save the addresses to the farm? ..................................................................... 7
Why can’t I start my campaign? .................................................................................................................. 7
Creating your Farm by Importing Custom Addresses............................................................... 7
Can I use both methods (targeting and importing) when I am creating a farm? .......................................... 7
Can I import any mailing list I want to? ....................................................................................................... 7
How do I edit my Imported Address List?.................................................................................................... 7
Why is the salutation in my postcard wrong ? ............................................................................................. 7
What is the minimum number of addresses I can have in my import list? ................................................... 8
What is the maximum number of addresses I can have in my import list? .................................................. 8
What if I don’t import enough addresses? ................................................................................................... 8
What if my source list contains too many addresses? ................................................................................ 8
Is there a quick way to check my account settings? ................................................................................... 8
Managing your Campaign ............................................................................................................. 9
Can I purchase more addresses for my farm (increase the max. quantity)? ............................................... 9
I created my farm using a targeted list. Can I add addresses by importing my own addresses? ................ 9
Why can’t I see my recently purchased addresses in my farm? ................................................................. 9
Can I edit my farm? ....................................................................................................................................10
What do the numbers on the No. of Addresses column of the Manage tab represent? .............................10
How many times can I top up my bundle size? ..........................................................................................11
My farm has two zips. Why is only one showing in the “Need Assignment window” drop-down? ..............11
My system crashed when I tried to select an address from a zip code. Why? ...........................................11
Where do you get your mailing list? ...........................................................................................................11
How often is the mailing list updated? ........................................................................................................11
When can the consumer expect to receive a postcard?............................................................................11

Top Producer Market Builder FAQ 1 11/2/2010

 Can I see how many postcards were sent, and where? .............................................................................11
How do I know if anybody has responded to the postcards? .....................................................................12
How is the Market Builder postcard different from normal postcards? .......................................................12
What is the size and quality of the postcards? ...........................................................................................12
How does a consumer request a Market Snapshot? .................................................................................13
What could go wrong? ...............................................................................................................................16
Mailing Schedule ......................................................................................................................... 16
Can I see when and where the next mailing will be sent? ..........................................................................16
When do the postcards get mailed? ...........................................................................................................16

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General
Where is my Agent Profile Information?
A Access your agent profile through Control Panel > Setup > Agent Profile to enter or update your information
using the Setup Wizard.

What is Market Builder?

A Market Builder is an expansion of the marketing functions in the Top Marketer suite of products. It has a
print and mailing component that directs inquiries to a Web page where the potential leads are gathered
and passed on to the Market Snapshot service.
Market Builder gives agents the ability to select the neighborhoods they would like to target with a
personalized direct-mail campaign, integrated with automated Web services.
Traditional “farming” involves the development of consumers in a geographically defined neighborhood
through direct mail and personal visits, referred to as a targeted list. Market Builder also gives you the option
to import your own custom mailing list as an alternative method.
Market Builder extends traditional real estate “farming” into an integrated cross-media campaign.
Market Builder will:
• Execute a direct mail campaign that systematically mails to blocks of addresses in a farm area.
• Send out consumer mailers with unique personalized codes and a reference to a Web site URL.
• Accept the personalized code at the supplied URL and direct the consumer to a Web page where
the consumers supply more information about their needs, and also refers them to the agent.
• Supply consumers quickly with information from the Market Snapshot service to engage and
respond to them, and add them to the Top Producer 8i lead management system.
• Leverage the Market Snapshot and TP 8i products to respond to the leads generated by the Market
Builder service.

What is a farm?
A In real estate, farming has been traditionally referred to as soliciting business in a geographically defined
neighborhood through direct mail and personal visits. We are expanding this paradigm by extending
traditional real estate farming into a cross-media campaign.

Can I define more than one farm?

A Only one farm can be defined. However, within this farm, you can select up to 15 different geographical
areas. This means that you can have a farm from different zips.

How do I define a farm?

A After selecting a postcard, Market Builder offers you two methods of defining your farm, as described below.
(1) Use a targeted list: You can select up to 15 different target addresses and specify the number of
addresses surrounding these target addresses that you would like to include. The total number of addresses
that you can select for your farm depends on your subscribed bundle size.
(2) Import your own custom address list.

What is all the information that appears when I open Top Producer?
A When you open Top Producer 3.0, the Control Panel opens, and displays summary reports of the recent
activities on your account. This includes notices, new inquiries, recent Market Snapshots that have been
viewed, not been viewed, or failed. For more information see Summary Reports in the Online Help.

What is the Performance Report?

A This report, accessed in Top Producer Control Panel > Inquiries, contains information about new leads,
the source zip codes of leads, and new and viewed Snapshots. You can select the date range you want to
view. You can print or export this report to a spreadsheet. For more information see the Performance
Report in the Online Help.

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Setup Wizard
The setup wizard will guide you through all the steps to enter your credentials and preferences in order to use
Top Marketer. This includes setting up, and in some cases, customizing:
• Agent Profile Information
• MLS credentials
• Email Text
• Area Management- customize zip/post codes.
• Market Builder postcard selection
• Create address lists for new campaign

You can return to the wizard at any time from the Setup menu on the control panel, to update your information
and settings. See details about how to use the Setup Wizard in the Online Help.

Creating your Farm with Targeted Lists

Why must I define more addresses than the bundle size I selected?
A We require you to define a quantity that is equivalent to your subscribed bundle size + 10%. So for example,
if your subscribed bundle size is 400, you need to define 440 (400 + 10%) addresses. Since we stop mailing
to an address when the homeowner responds to a postcard (the homeowner becomes a lead in 8i) you will
have an empty slot in the next mailing. The additional addresses are used to fill the empty slots in your
scheduled mailings.
Note that REALTOR.com agents can only purchase a bundle size of 400 addresses. Hence, they need to
define 440 addresses.

I can’t remember how to spell an address. Can I search for the street address using its zip code?
A Yes. When you are creating a new targeted address list, enter a zip code and then click the magnifying
glass icon:

The Select address by ZIP code page opens:

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 For the steps to complete this process, see Creating your Farm using a Targeted List in the Online Help.

What is the maximum quantity that I can enter for each targeted street address?
A For each street address, you can enter up to your quantity limit (bundle size + 10%). So for example, if your
bundle size is 400, your quantity limit is 440.
You may also choose to enter multiple street addresses. The total quantity for all your addresses must equal
your quantity limit.
For example:
Purchased bundle size: 400 addresses; Total Limit: 440

Zip Code Qty.

78223 200

78756 40

78758 200

Total 440

Why can’t I see the Add Addresses tab?

A This tab is only available if you purchased additional addresses after the first mailing of your campaign has
occurred. If you purchased the addresses before starting your campaign, you will see the Create New tab
instead. For more information on how to create your initial address list , see About Creating Your
Campaign in the Online Help.

After defining and adding addresses to my farm, when will they be included in the mailout?
A The number of mailings is recalculated immediately. New mailings start on the next scheduled mailout.

What is the difference between the “Quantity” and “Available” columns?

A The Quantity column represents the number of addresses surrounding the targeted street address that you
would like to include in your farm. This number is editable.
When you click Save, Market Builder searches for the requested quantity of addresses surrounding the
targeted street address and displays this number in the Available column:

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 The number in the Available column is clickable. When you click it, it displays the addresses that Market
Builder returned. These addresses are part of your mailing list. From this page, you can select the
addresses that you wish to exclude from your list.

What happens if my target addresses overlaps another one?

A Market Builder excludes any duplicate address.

What happens if I choose a target address that is close to a zip boundary?

A The results from each address row search will not cross zip or state boundaries. The image below shows
how a search looks on a map:

Can I exclude specific addresses from an area?

A Yes, you can do this before you start the campaign. Click the number in the Available column beside the
target address from which you want to exclude addresses. The Exclude Address page opens.
From the Mailing List column, click the address or addresses you wish to exclude, and click the left arrow to
move them to the Exclude Address list:

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 Exclude Address List

Notice that your mailing list was automatically topped up with the same number of addresses that you
excluded. The new addresses that were retrieved to top up your mailing list are marked in red.

Why does it take so long to save the addresses to the farm?

A Top Marketer needs to verify each street address before it can add it to the farm. The more target addresses
(rows) you have, the longer it will take to save your farm.

Why can’t I start my campaign?

A After you click Save, Market Builder checks each row to ensure that the street number, street name and zip
code are valid. It also verifies that you have entered the required total number of addresses. If any of these
checks fail, Market Builder displays an error message at the bottom of the page.

Creating your Farm by Importing Custom Addresses

Can I use both methods (targeting and importing) when I am creating a farm?
A No. When you initially create a farm, you must use one method only; create using a targeted list or import an
address list. However, when you purchase the license for additional addresses after your farm is released,
you can use either method to add them.

Can I import any mailing list I want to?

A The list you import must be either in an Excel spreadsheet (xls), or in Comma Separated Values (csv)
format. Specific requirements for the import file are described in Creating Your Farm by Importing Addresses
in the Top Marketer Online Help.

How do I edit my Imported Address List?

A You can fix some errors in your imported list. If your file contains invalid or duplicate addresses, an error
message and a list of the faulty addresses displays. You can either correct the addresses in Top Producer,
or you can make your changes to the source file and upload it again.
Note that it is mandatory to complete all the fields in your source file.

Why is the salutation in my postcard wrong ?

A You have entered the recipient name incorrectly in your source file. You must follow some rules in order for
the names to appear correctly in the salutation on your postcard. The following graphic contains example of
how names should and should not be entered into your source file:

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 Because the salutation on the postcards is based on ‘Dear First Name”, Lines 1, and 4 are acceptable.
Lines 2, 3 and 5 are incorrect. Here is how the use of first-name salutations will appear:
Line 1 – ‘Dear John and Jane’.
Line 2 – In cases where last name is used for salutation, it would be ‘Dear and Jane Doe’
Line 3 – ‘Dear John and’
Line 4 – ‘Dear John’
Line 5 – “Dear Dear’.
Note that it is mandatory to complete all the fields in your source file.

What is the minimum number of addresses I can have in my import list?

A You should have enough to cover the farm size you have selected, plus a 10% top up allowance. So, if your
farm size is 400, the minimum addresses = 440.

What is the maximum number of addresses I can have in my import list?

A In addition to the minimum amount, you can include an additional 20% to allow for duplicates and incorrect
addresses. For example, if your farm size = 400, plus 10% top up = 40, plus an extra allowance for duplicate
and invalid address replacement of 20% = 80.
The requirement is for a maximum of up to 520 addresses.

What if I don’t import enough addresses?

A If there are insufficient addresses, you will be prompted to add enough addresses to meet the quota. When
you have done this you need to import the file again.

What if my source list contains too many addresses?

A If the number of addresses exceeds the maximum allowance for your farm, the import stops, and an error
message displays. The maximum allowance is your farm size + top-up allowance + an additional 20% for
duplicates.
To correct this, reduce the number of address lines in the source file to the limit shown in the error message,
and try to import again.
This restriction is in place because the entire file is imported, and a large number of addresses will slow
down the process.

Is there a quick way to check my account settings?

A The My Account tab on the Farm Management page (Top Marketer Control Panel > Market Builder > Mail
Campaign) contains your current account details:

Top Producer Market Builder FAQ 8 11/2/2010

 You can view your current photo and logo, and select a campaign to view a sample of the postcard you
selected for that campaign.

Managing your Campaign

Can I purchase more addresses for my farm (increase the max. quantity)?
A Yes. You can purchase them in bundles of 100. Contact Top Marketer Sales department:
Email: sales@topproducer.com
Telephone toll free: 1-800-241-5309
Fax: (604) 270-6365

I created my farm using a targeted list. Can I add addresses by importing my own addresses?
A Yes. Once you have purchased the license to add addresses to an existing farm you can use either
method to add them.

Why can’t I see my recently purchased addresses in my farm?

A After purchasing additional addresses once your campaign has started, use Add Addresses (Top Marketer
Control Panel > Market Builder > Mail Campaign) to add them to your farm so that they can be included in
your campaign. You can see in the following graphic that there are two ways to add addresses:

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 For information about adding targeted addresses or uploading a custom address list, see About Adding
Addresses in the Top Marketer Online Help.

Can I edit my farm?

A Before you start your campaign, you can edit your farm as often as you want. You can modify the requested
quantity and exclude or delete addresses from your list. You cannot edit a street address after it has been
saved. If you wish to change the street address, delete it and create a new one.
Once you have started your campaign, you cannot edit your farm.

What do the numbers on the No. of Addresses column of the Manage tab represent?

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A On the Manage tab (Top Marketer Control Panel > Market Builder > Mail Campaign) the first quantity is the
number of addresses surrounding your target address that you requested. The total of these numbers is
equal to the agent’s subscribed bundle size plus 10% (top up value).
The red “Active” quantity is the number of addresses which are active for mailout. The total number of active
addresses is equal to the bundle size that the agent subscribed to.

How many times can I top up my bundle size?

A You can top it up as many times as necessary until you have assigned up to an additional 10% of your
bundle size. For example, if your bundle size is 400 addresses and you received 50 leads, you can only
assign a maximum of 40 new addresses.

My farm has two zips. Why is only one showing in the “Need Assignment window” drop-down?
A Zip codes are displayed only if there are addresses available to be assigned for that zip code.

My system crashed when I tried to select an address from a zip code. Why?
A This is a Microsoft-related issue and cannot be resolved from within Market Builder. To avoid this problem,
you need to disable the Discuss feature for ALL your browser windows. From Internet Explorer’s main menu,
select View > Explorer Bar> Discuss. The Discuss feature is disabled when it does not have a check mark
next to it. Repeat this step for all your open browser windows.

Where do you get your mailing list?

A We obtain our mailing list from a national list compiler, which has over 100 million residential addresses.

How often is the mailing list updated?

A We receive a complete update of our national list from our supplier every three months.

When can the consumer expect to receive a postcard?

A Market Builder distributes standard bulk mailings, which take from 10 -15 days to reach the consumer.

Can I see how many postcards were sent, and where?

A Yes! Go to the View Past Mailings tab (Top Marketer Control Panel > Market Builder > Mail Campaign) to
see the list of postcards that was sent. On this tab, you can also see the last mailing date, the number of
postcards sent, the address, and personal access code for each address.
You can also change the date to see other previously sent mailings.

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How do I know if anybody has responded to the postcards?
A The Summary tab (Top Marketer Control Panel > Market Builder > Mail Campaign) displays a summary of
your mailing campaign:

You can see the number of addresses in your farm, the number of postcards mailed, number of
homeowners that requested a Market Snapshot, and the campaign start date.

How is the Market Builder postcard different from normal postcards?

A Each postcard is personalized for each address. The example below shows the personal access code, the
street address, and the city.

What is the size and quality of the postcards?

A We currently have two types:
• Panoramic size (5.5 x 11) 80# matte cover, without UV coating and with color on both sides.
• Jumbo size (5.5 x 8.5) 80# matte cover, without UV coating and with color on both sides.

Top Producer Market Builder FAQ 12 11/2/2010

How does a consumer request a Market Snapshot?
A Each postcard contains a unique personal access code for that address.
1. The home owner visits www.betterhomeprice.com and enters their personal access code.

Page to enter access code

2. A Web page opens displaying, the last known home owner’s name and address. If the owner has
changed, the owner information can be updated.

Top Producer Market Builder FAQ 13 11/2/2010

Page to enter or update contact information

3. When the request is submitted, an agent branded confirmation displays:

4. The home owner is sent an email confirmation that their Market Snapshot is on the way:

Top Producer Market Builder FAQ 14 11/2/2010

5. When the Market Snapshot is ready, the home owner receives an email with a link to it.

Top Producer Market Builder FAQ 15 11/2/2010

 What could go wrong?
A If you defined a farm using a zip code to which you have no MLS board access, consumers are not able to
generate a Market Snapshot from www.betterhomeprice.com .

Mailing Schedule
Can I see when and where the next mailing will be sent?
A Yes! Go to the Upcoming Mailings tab (Top Marketer Control Panel > Market Builder > Mail Campaign) to
see the next mailing date, the number of postcards being sent, and the address and personal access code
for each address. Change the date to see other upcoming mailings.

When do the postcards get mailed?

A Postcards are sent out in batches. The size of each batch depends on your subscribed bundle size.

2010 Mailing Schedule:

st nd rd
1 Mailing 2 Mailing 3 Mailing
03/22/10 07/26/10 11/22/10

11/29/10 03/28/11 07/18/11

12/06/10 04/04/11 08/01/11

12/13/10 04/11/11 08/08/11

12/20/10 04/18/11 08/15/11

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2011 Mailing Schedule
st nd rd
1 Mailing 2 Mailing 3 Mailing
01/10/11 05/02/11 08/22/11

01/18/11 05/09/11 09/06/11

01/24/11 05/16/11 09/12/11

02/07/11 05/23/11 09/19/11

02/14/11 06/06/11 10/03/11

02/22/11 06/13/11 10/11/11

02/28/11 06/20/11 10/17/11

03/14/11 07/05/11 11/07/11

03/21/11 07/11/11 11/14/11

11/21/11

11/28/11

12/05/11

12/12/11

Dates are set up so that there are approximately 4 months between each campaign mailing. For example, if
the first mailing date for a batch of postcards is 12/21/09, the next campaign mailing date will be 04/19/10.
Each address receives 3 postcards during the course of a year.
Mailings go out on Mondays unless they fall on a federal holiday. In these cases, mailings are performed on
the Tuesday. These dates are marked in red in the above table.

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