Wednesday, October 18, 2017

Strategic Marketing That Sets You Apart

As competition grows more fierce, you may find yourself asking, “What’s my next move?” Savvy sales professionals are negotiating the turn by investing in smart systems and tools that drive more business and help them compete long-term in today’s real estate arena. Who will take the lead in both listing and selling homes as we navigate this constantly shifting market? Those who stay strategically focused on one-to-one marketing, negotiating effectively up front, and committing to consistent business development through monthly prospecting.

1. Set Your Standards High: In any market, taking listings that just won’t sell is far worse than having no listings at all. While you may be tempted to take at any price, terms or commission to secure the listing, this is a recipe for failure. Consider instead, raising your standards using a strong, effective tool which spotlights the homeowner’s commitment to getting the home sold in the quickest possible time, with the best price and terms. We call it our Merchandising Review and there are three very successful ways to implement this valuable tool.

First: Make the right mutual decisions at the listing appointment. In all likelihood, throughout your MerchandisingReviewTHUMB
presentation your sellers will have an objection or two regarding terms such as price, commission, etc. Our suggestion is to agreeably shelve objection handling until AFTER you have obtained the signatures for the listing. Then close your appointment by going over the Merchandising Review to make certain everything is in order.

Sample dialogue: “I want to thank you for listing your home with me. Please know that I will do everything in my power to get it sold. To help me do just that, let me take a few minutes to go over our Merchandising Review. I use this the same way pilots use a pre-flight checklist. This list of 18 different seller-controlled factors actually will help generate a quicker sale for the best possible price and terms. What I need from you is a commitment to check off at least eight of these items. Let’s review.” Then simply walk them through the list and negotiate where necessary.

2.  Get non-selling inventory back on track. Go through your inventory and red flag problem listings. Walk PricePyramidTHUMBthrough the problems using the Merchandising Review and the Five Most Common Mistakes tools. Contact your sellers by phone or visit in person to help them understand those review items that are hindering the sale of their home.

Sample Dialogue: “Mr. and Mrs. Seller, we’ve had your property on the market for ____ days now and we are not getting the results that either of us had hoped for. We have a new tool called the Merchandising Review that helps us identify problem areas, and I’d like to sit down with you to discuss those issues. I believe if we walk through these items we can get your listing back on track and help exact a faster sale for your home. Would tomorrow at 6:00pm be good or would 8:30pm be better?”

3. Data mine for the niche that’s right for you.  By targeting niche markets that are near and dear to your own interests, you’ll be better able to “speak their language” and let your passion for that market segment build the momentum you are looking for.  For example, do you love listing and selling waterfront properties?  Is boating the way you unwind?  Now, it’s easy to find and market to like-minded people and work not only with your sphere — but consumer interest groups that most resonate with you.  That way you are growing your book of business with the kind of folks you are most interested in working with. (And that just makes work, and life, a whole lot more interesting, don’t you think?)

It’s never been easier to do.  

Use Option 2 on our Mailing List page to search for the customer segments you most want to market to:

mailing

  1. Choose High Income Consumers for luxury or investment property.investor
  2. Choose the Lifestyle Interest option for a treasure trove of niche markets such as golfers (golf community property), Tennis enthusiasts (high end home with tennis courts, or communities with tennis centers), Boat owners (waterfront properties), etc.
  3. Look to High Income Renters for high quality first time home ownership options and communities that are high in amenities, low in upkeep.  lifestyle
  4. Choose baby boomers and elderly if working with seniors is your passion.  Very often this will lead to developing powerful, referral relationships with the seniors and their children.
  5.  Choose move up market for those who have been in their homes over nine years and statistically are a good candidate for a move.  Help them list their current home and find their new dream property!
  6. Empty-nesters are a great segment to market for downsizing move upopportunities.  With the right marketing twist, you could end up listing their current home, and helping them purchase their new home.

These market segments are just the tip of the iceberg.  Find the niche that most works for you.  Watch all three videos regarding the mailing options  that are available to help agents find the perfect customers.  From radial searches, to demographic searches to all new Nielsen Prizm Code data, the possibilities are endless.

Whatever strategy you deploy this season, make sure your message is clear and marketing consistent. Call, see or send something to everyone in your base of business at least every 30 days and you will find that your productivity, profitability, referrals and commissions will be on track all year round.

Need help?  Call our marketing team today at 866.405.3638 to put the best systems in place to build your business easily, and cost-effectively. 

Tools You Can Use…

By Julie Escobar

Back in the DAY…(ever notice how people always say that about what they did ions ago?) I used to love working with First Time Home Buyers.  They were excited, eager,  a little nervous and usually very appreciative of an agent’s experience and help.  Today’s consumers (even the newbies) are a lot more savvy than they used to be but I still find this niche a great source of prospects (and referrals) for agents today!

One great way to attract First Time Home Buyers is by hosting Home Buying Workshops in your market.  Many agents find that holding them at the local libraries, schools (many PTAs or PTSAs would be happy to include a segment in one of their meetings for valuable information!)  In many areas, you’ll find clusters of higher end apartment complexes that you could easily target for first time home buyers.

You can even use our mailing list options to specifically search for high-end renters and create a marketing database to connect with this demographic.

Couple up with a mortgage lender and real estate attorney to help spread the word and bring more value to the table.  I’ve even known agents who invite local restaurants (especially start ups that are trying to market themselves as well) to bring in sample appetizers or refreshments in return for letting them share their contact information or coupons as well!  In today’s world, this kind of smart, intuitive shared networking is making a big difference for a lot of agents.

We’ve got a terrific free report just for agents that’s filled with lots of ‘goof-proof’ tips on how to host a
successful workshop!  We’ve even got ready made postcard invitations that you can send out in a matter of kissyourlandlordgoodbyestdthumminutes!

It’s easy to use and easy (and free) to get!  Click here to go to our Resource Page – scroll about half way down the page until you see “Free Consumer Workshops” – then just click download!  Easy, breezy!  While you’re there – also download “How to Save for a Down Payment” which is a great piece to share with those folks who WANT to buy but aren’t quite ready to just yet.  Having your mortgage lender there will be very beneficial as you can help folks sort out where they are NOW in relation to what they need to purchase a home.

Be sure to get everyone’s contact information – then put them on a drip direct mail campaign every 30-45 days so stillrentingstdthumbthat when they are ready to purchase – they’ll know JUST who to call.  Our First Time Buyers Series is perfect for that.

They really speak to the questions that these folks already have in their heads and keep you top of mind.  I always like to use the alternative back on the postcard to write a little more information and create some calls and response by offering a free list of homes, list of foreclosures, additional home buying tips, local school information, etc.  All great reasons for them to stay connected with YOU!

If you are hosting an event in your market – be sure to share that information on your social media networks, and in the rental communities you are targeting.  And if this is the demographic you want to OWN in your market, consider setting up  a Facebook page so that you can really continuously share news people can use relating to buying a home and your market.  Don’t JUST talk business though!  Share information about your local economy, schools, community garage sales, tips about new restaurants or businesses in the area.  You can spotlight standout community leaders, kids who are making a difference, teachers, local heroes, specials you run across, testimonials from happy customers and more!

Need help getting started? Call our team at 866-405-3638 today.  They’re smart, knowledgeable, friendly and here to help you suceed!

And More Sage Advice from Creative Agent Randi Giles

By Julie Escobar

Our team is having a lot of fun seeing the creativity some contestants are putting into their entries for the 10K Realtor Contest. Randi Giles is just one of them. I caught up with her to get some perspective on what she’s doing to stay top of mind, top of market, and in touch with the VIPs in her sphere to keep those referrals coming in.

Here’s what she shared…

Q:  Thanks for sharing your ideas with us! Can you first tell our readers a little about yourself?

A: I am a native Rhode Islander, hailing from the gorgeous seaside town of Bristol and working as a realtor in Warren RI. Recently I moved to Providence and enjoy all the art, culture, restaurants and business that the state capital has to offer.

Q:  From your Master Marketing Schedule entry – you look like you have a sense of humor as well as a keen eye for marketing. What do you like about having a tool such as the Schedule to help springboard ideas and keep agents on track?  

A: I am a super visual person. So, having a large format poster to look at reminding me to take action is very helpful.

Q:  You said you liked the Kiss the Landlord Goodbye tip. That’s a popular series with agents. Do you work with a lot of first time home buyers – and do you have any tips for that niche for our readers?  

A: I love working with first time home buyers. The tip I have for agents working with them is to make sure you go through every aspect of the process with them and manage their expectations.

Q:  I know you’re a fan of our Automated system of Just Listed/Just Sold postcards, www.mlsmailings.com. What do you like about that system?

A: The automated system is so easy to use. It takes a matter of minutes to order and I don’t have to worry about copy, design, printing, or mailing!

Q: What are some of your favorite ways to stay in touch with the VIPs in your sphere of influence?

A: I like to send out handwritten cards to my “Top 50” at least twice a year.

Q: What makes you unique in your market?

A: I am lucky enough to work for a great private brokerage that handles a lot of specialty properties. The Link Agency specializes in finding solutions for clients with unique property needs or with unique situations.

Q:  Prospecting is a tough subject for a lot of agents—and sage advice?

A: Never give up.

Q:  What’s one outside-the-box idea that you think agents would benefit from in today’s competitive market?

A: I think being true to yourself and being a genuine person will go a long way. Finding something that you’re interested in. If you already do well in an area, try to find a way to fold that into your Real Estate work can help a lot. An example off the top of my head is photography. If you have a great camera and an eye for composition, you can offer your clients something maybe other agents don’t have.

Q:  If agents have a referral for you, how can they reach you?

A: Sure, I can be reached via phone at (401) 301-9703 or email at Randi@thelinkagency.com

Thanks, Randi! You’re awesome. If you’d like to learn more about the products and services that are helping make Randi’s business easier (and thousands of other agents as well) – visit our site at www.prospectsplus.com or call our team at 866.405.3638.

Be like Randi! Jump into the contest!  

CLICK HERE TO LEARN HOW YOU CAN WIN $10,000.

This Contest is Getting Serious! The Entries for the $10K REALTOR Contest are Rolling in. 

They are fun, creative, and in the running for the grand prize, to be awarded in November. What about YOU? Are you ready to throw your hat in the ring for a chance at the money? It’s easy – here’s how you get started:

Step-by-step:

  • Grab your copy of the Master Marketing Magazine and pull out the Master Marketing Schedule poster. If your calendar is missing or you didn’t get your magazine, you can request an additional copy at blog.prospectsplus.com/magazine.  We’ve noticed some folks are posting the downloadable schedule from our blog schedule page, but the official rules call for you to use the actual poster.
  • Hang your poster on the wall or in your cubicle.
  • Take a photo or video (like Vickie Nagy did — from her mobile office!) of you with your Master Marketing Schedule poster, and be sure to get in the shot! 
  • Check out Vickie’s post as a great example.
  • Go to www.facebook.com/ProspectsPLUS, and tell us your favorite strategy from the schedule in your Facebook post, you’ll find we have strategies for each week, and a monthly tip as well in the calendar. Choose the ones that most resonate with you and share how you’d use it in your marketing. Be specific, as Helene did! Remember – the schedule, you, and your strategy all have to be included to be a contender.
  • Have some fun with it! Our judges will base their decisions on creativity and originality – so don’t hold back!
  • Entries must be submitted by 5:00 pm Eastern Time on November 10, 2017.

See who your competition is at blog.prospectsplus.com/entries.

For full contest rules and conditions, go to blog.prospectsplus.com/contest-official-rules.

Get in the running! Go to www.facebook.com/ProspectsPLUS, TODAY! 

Why use the Master Marketing Schedule? Our customers tell us it takes the stress out of deciding what to do each month to stay in front of their sphere of influence, geographic farm, and niche markets. They also tell us it helps them stay on track so that their marketing doesn’t slip through the cracks during these busy buying and selling seasons. It’s what we designed it to do! Help agents grow their businesses with more ease and less stress.

If you need help with your marketing, please call our support team at 866.405.3638. That’s what they do best!