Saturday, May 27, 2017

In Step with VIP Broker Cindee Cullingford

We often interview agents with success stories, but this week we had the awesome opportunity to share an interview with one of our power brokers who uses smart marketing tools to help her agents succeed at a high level and brand her business throughout her market.

Here’s what we learned…

Q:  Thank you for agreeing to our interview. Can you first tell our readers a little about yourself?

A:  I am a small-town girl with a big appetite to succeed!  I am the youngest and only girl with three older brothers, and I adore each one for different reasons.  I lost my middle brother in Vietnam when I was 14, so I believe that shaped a part of me for the rest of my life.  I flew off to one of the biggest cities when I was 18 years old.  I moved to Los Angeles, California with the blessings of my family.  I never looked back. Real Estate is actually my third career.  I was excited to join the Real Estate industry back in 2004, and continue to learn every day.

Q:  As a Broker/Owner, you’ve probably waded through many different marketing options, can you tell us what attracted you to ProspectsPLUS!?

A: Boy, have I!  I actually used ProspectsPLUS! many years ago, but stopped mailing postcards as so many agents tend to do.  When I opened my Brokerage, Coral C’s Realty & Property Management, LLC. just 4 years ago, I started receiving emails from your team?  The Just Sold postcard was completed for me and all I had to do was approve it and click “OK”.  So, it was Ramona and the ease of use of the postcards.

Q:  I know you offer Just Listed and Just Sold postcards to all your associates, which is awesome. What has that meant for you in terms of company branding, agent retention and recruiting?

A: It is in my best interest to make sure each of my Sales Associates mail out those important Just Listed and Just Sold postcards to keep my branding (and their business) alive.  So, I made the decision to include 100 postcards, complete and mailed out for each Sales Associate every time a home is sold or listed.  This is a great incentive to offer new Sales Associate for a small amount of money.  Even the seasoned agents find it a great tool and stay loyal because of it.

Q:  What advice do you have for agents eager to compete in this busy market?

A: Take every advantage offered to you in the way of marketing, but STAY consistent when you start farming.  ProspectsPLUS! offers a variety of inexpensive ways to keep your name in front of everyone that needs real estate assistance.

Q:  Can you share what’s working for your associates in terms of staying top of mind with their sphere and farm?

A: I can honestly say that all of my Sales Associates at one time or another have said “Thank you” for including the postcards in our Sales Package.  But more importantly, they have each had responses back from owners wanting us to list their home because they received our postcards.  The other awesome way to stay in touch with clients is to pick up the phone and prospect at least 5-10 people a day, five times a week.

Q:  Any fun ideas you’d like to add for agents or brokers for staying ahead of their competition?

A: Keep your sales associates happy because they are your bread and butter.  We spend considerable time inside and outside of the office together.  We love getting the agents and their spouses together for comedy night.  I know we have all heard of the “team environment”, but we actually have one.  If an agent can’t show for any reason, another agent will step in and assist.

Q: How can our readers connect with you if they have referrals they’d like to send your way?

A: We are always available for referrals! Coral C’s Realty office number is 321-613-5605.  We are on Facebook, Twitter and LinkedIn.

Thank you so much Cindee! Your advice has been awesome. If you’d like to learn more about sending postcards for your team as a broker, or how to stay consistent and out front of your competition as an agent visit www.prospectsplus.com today or call our team at 866.405.3638.

 

And When Should You Put it Into Overdrive

By Julie Escobar

We are asked weekly by agents all over North America to offer sound real estate advice, and the one that often surprises us is, “When should I stop marketing?”  The answer?  When you leave the business.  Up until then, if you want to do do what’s right for your sellers, business, and bottom line — you’ve got to stay in the game.  Perhaps at different levels during spells of your career – but staying in consistent touch with your sphere and farm is right up there with prospecting, presenting, and closing in terms of generating income and referrals.

“But I’ve sent two mailings and haven’t gotten a call.”  We get it. We’ve even been there.  There are a lot of us on the team that have walked in your shoes listing and selling homes.  Here’s what we know, and what statistics and history tell us –it takes more than that.  One mailing. One phone call. One email — won’t ever get you the results you are looking for. What will?   Staying the course.  With mailings, and phone calls, and emails, and door knocking, and community involvement.  Statistics tell us it takes at LEAST three impressions for a consumer to recognize your name, seven to associate your name with your business, and twenty seven for them to like you, know you, trust you enough to do business with them.  But you know? Most agents stop after three tries, and most transactions or calls happen after five-seven.

So here’s a plan – this month, every month:  Take your targeted message, use direct response offers, stagger your direct mail with your email and CALL your prospects to follow up.  Check out our Master Marketing Schedule for fun “reasons” to call, or stop by every 3-6 months as well and you are well on your way to branding yourself as THEIR real estate professional.

What to send? Here are four ideas to get you started:

Holiday Cards: Every month you can add a seasonal touch to your marketing. Add a greatmessage to the back with free offers for consumer reports, lists of homes, comparative market analysis – or invitation to an event.  Be sure you are following up every few months with a friendly, “anything I can do for you” call.

Call to Action Cards:  These are a great direct response piece to send with free offers and the ability to share timely market-specific content.

Content Cards:  These powerful, content-rich cards have timely topics with the kind of consumer-friendly information that both gives people what they want and sets you up to be a knowledgeable resource in your market.call to action

Scale back or push forward?  As we head into holidays many agents will slow their marketing way down as social obligations gear up.  When that happens, it’s always a good idea to be the agent who takes the opposite approach.  That way, you’ll stay top of mind without any lag in exposure and hit the ground running come January when other agents are just getting restarted.

While it makes sense to look at your business as a whole and carefully measure your return and the necessity of each line item on your budget, what doesn’t 4 ways contentmake sense is to slip into anonymity by eliminating your marketing dollars.  In fact, Billionaire Bill Bartmann, and author of Eight Ways to Recession Proof Your Business recommends quite the opposite.  Slash expenses, indeed.  Take the waste and the “fat” out of your monthly and annual expenditures wherever and however possible.  With one exception:  Marketing.  Bill’s advice is to dramatically expand your marketing plan.  Why?  Simple – the time is now to swiftly capture the market share being left on the table by every other industry salesperson that has gone into conservation mode to the point where they no longer have a viable, VISIBLE presence in your market area.  Keeping expenses lean in every other area of your business will allow you to SURVIVE the storms.  Expanding your budget and actions in the arena of marketing will ensure you THRIVE not just today, but be the front-runner when the market does indeed take the turn for the better.

We all know it’s harder and MUCH more expensive to attract NEW customers than it is to keep and nurture our current book of business.  In fact, according to Gary Keller’s books, Millionaire Real Estate Agent, you can expect to do business with one out of ever twelve customers in your sphere of influence per year if you stay in touch with them consistently!  So, what are you waiting for?  Start making a great impression today, then do it again next week, next month, all year around!  Your business – and your bottom line – will thank you for it.

Want to learn more about how to generate the right leads for your business, thrive in ANY economy and make a wonderful first, second and twenty-seventh impression?  Visit Master Marketing Schedule today. It’s filled with new, innovative and outside the box ideas each and every month!  Need help?  Our marketing team is top of the line at 866.405.3638 and ready to answer your questions or help you create the marketing piece that’s perfect for your market.