Saturday, August 19, 2017

Have you entered the 10K Realtor Contest yet? If not, why not?  We are loving the creativity of our current entrants and we encourage you to jump in with your own photo and strategy. There’s no purchase necessary and who couldn’t use a shot at $10,000? 

How do you do it?

  • 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 of you with your Master Marketing Schedule poster, and be sure to get in the shot! 
  • Check out John’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.
  • Have some fun with it! Our judges will base their decisions on creativity and originality – so don’t hold back!

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

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! 

 

 

 

 

 

 

 

 

 

 

Last chance. Jump into the June contest. We’re giving away four hundred dollars in gift cards away on July 5th to help make your marketing sizzle this summer. Entering is simple. Share your ProspectsPLUS.com experience on our Google+ Page or Facebook page today.

#realtorlife #inittowinit #realestatemarketing

Need help? Call our team at 866.405.3638! 

by Julie Escobar

Do you know the biggest difference between the agents who not only survived but thrived during the market downturn? They had a book of business. A solid one. A database of people that they consistently connected with month-after-month. Year-after-year.  Why does that make such a difference? Because we know that statistically one in twelve of those people — the ones who already know you, trust you, and like you — will send business your way each year.  So, it SHOULD be on the top of every agent’s to do list – but it is not.

First, build it! If you’ve not yet put your sphere of influence database together, there’s no time like the present to start.

  • 20 Year Value of a Real Estate CustomerInclude every one of your past buyers or sellers. (Unless there are people you would truly never want to work with again, and we’ve all had those!) This is a top tier in your book of business.
  • Add friends, family and colleagues.
  • Get creative!  Start adding all the people that you connect with on a regular basis such as your children’s coaches, doctors, dentists, optometrist, car salesman, insurance salesman, hairdresser, mechanic, electrician, plumber, etc. Anyone you do business with, is a great candidate for referrals. You can find a list of the 250 people who should be in your sphere here. 

Next, grow it! As we head into a new month, remember to make an appointment with yourself every month to review for at least one hour where you are in terms of your book of business.  Ask yourself these four questions:

  1. How many past clients will I contact this month? 
  2. What is my focus? 
  3. Who can I add to my database?
  4. What’s working and what’s not? 

Lastly, nurture it!  Some of the best ways to nurture your list are…

  • Send: monthly postcards or newsletters.  Our Community News is very popular and agents love the done-for-you content. The Content Cards and Listing Inventory Series are also top performers.
  • Call: Connect with everyone in your book of business twice a year. Most agents break their lists down into weekly and daily increments, then hit the phones as part of their daily to-do list.
  • See: Host a customer appreciation event once a year. An end-of-summer picnic might be perfect for getting face-to-face with past customers and thanking them for their business (and referrals).

Building your book of business, for some, isn’t the exciting part of the business. But when your get the 20-year value of everyone on that list, you can start to see it as a priority! Look to our Master Marketing Calendar for some fun reasons to stay connected with your sphere and keep your conversations interesting!

You may also want to check out our Specials page which changes monthly as we add new content, tools and budget-saving promo codes! 

Need help? Contact our team today at 866.405.3638! 

 

 

Left in the Year — How Will You Spend Them?

by Julie Escobar

We are more than halfway through the year. Just better than two hundred days left. What you do now will determine what kind of holidays you’ll have. Whether you’ll hit those goals you set in January. Whether you’ll finish strong and kick off the new year with ease. So, what’s it going to be? Let’s take a look at some ways you can get back on track or keep on track:

  1. Review your SMART goals weekly. Create a means to measure where you are in relation to your goal. Use a chart, a checklist, or an integrity partnership to review your progress. When you wait months or an entire year to review – it’s impossible to know whether you are on track or off. Top agents always know their numbers, always have a visual of the goals that they are passionate about and are always re-calibrating their time, tools, training and activities to ensure they achieve the goals they set.
    • Specific
    • Measurable
    • Achievable
    • Relevant 
    • Time bound
  2. Get out of stealth mode. The idea that the business will just come to you in today’s market is false. There is considerable competition so get out from behind the desk or computer and get out into the markets in which you want to build market share. Knock on doors. Meet the neighbors. Leave branded collateral pieces at local professional offices and waiting rooms where possible. (Think doctor’s offices, car dealerships, etc.)  Host events. Ask questions. Sponsor sports teams. Donate the bounce house at the neighborhood event. Show that you are the face of real estate in your area.
  3. Reach out to your sphere. If you’re not touching base with everyone in your sphere at least twice a year, then you are leaving money on the table. We know statistically that one in twelve will result in business or referral every year. But NOT if you don’t stay in touch. Many agents use holiday cards every month with a message on the back to keep connected. Others choose newsletters or content cards as a monthly “touch”. Whatever you choose, be sure you are consistent. It’s one of the best things you can do to build and grow your referral base.
  4. Never neglect your neighborhood farm.  Your competition won’t be and they’ll take market share wherever they can find it.  If you’ve got an area that you want to dominate in, consider our Market Dominator system, or using the Listing Inventory Series to stay in touch every month. Top of mind awareness is crucial in today’s market. Attend every neighborhood function and be sure you are walking your farm with content-rich collateral at least twice per year.
  5. Add at least five people to your marketing list per week.  Always be in networking mode and always look for ways to grow your database and sphere. Committing to adding five people per week means you’ll add 260 to your sphere. To help you put that in context, I used our SOI calculator to show you what that looks like. I entered $200,000 as an annual goal, and an average commission of $6,000 – which told me that to realize that goal I’d need 33 transactions. Using the national stats that 66% of business comes from an agent’s SOI, I calculated that I needed 264 people in my SOI to realize my goal.  You can calculate how many you need here. 
  6. Be consistent. I can’t stress this one enough. One and done marketing has never, ever earned anyone a good living. If you’re not touching base monthly or at least quarterly, you are leaving the door open for your competition to create the top of mind awareness that you could be earning. That’s like handing away future commissions to other agents. To succeed at high levels, you’ve got to stay on top of your marketing game and stay present in your market place. Using smart time management and done-for-you marketing tools can help.

Remember we are here to help. Our company is steeped in real estate experience and we train our marketing team to know exactly what agents just like you need to succeed and excel. We want to help you make the most of the last 200 days of the year — and every day after that as well. Visit www.prospectsplus.com today or call our team at 866.405.3638 to learn more. 

The One Thing You Can Start Doing Today with Marketing Guru Stacy Stateham

By Julie Escobar

I’ve been really fortunate to meet some extraordinary people in this industry – bright lights who are always willing to share some brilliance with like-minded people.

One person I’ve really enjoyed getting to know and learning from is BloomTree’s Stacy Stateham. She’s witty and smart and has a lock on what it takes to elevate your career to the next level in this business. She was also recently selected as an Inman Connect Select Ambassador for the work she is doing and her contribution to our industry. She was kind enough to share some of that with us. Here’s what we learned:

Q: Can you tell the readers a little about yourself?

A: I’m one of the founders of BloomTree Realty, and my function is VP of Marketing and Branding. In addition to working on building our name as a company, I spend a lot of time training and coaching agents, and I also work on our tech and systems.

When we started BloomTree, we set out to create a company built around providing the absolute best level of service possible to clients and, to do that, we knew that we needed to create an environment where the best agents can grow and thrive.

Everything we do is built around our culture of collaboration, sharing knowledge and support. Not just the company supporting our agents, but agents supporting each other.  It’s awesome to see how successful agents can be when they work together!

Q: You’ve been around this real estate game for a long time and, in your position, you’re helping agents get their careers started off on the right foot. As we’ve spoken of many times, one BIG component of developing a long-term real estate success story is really focusing on building a database that represents your book of business. Can you expand on that for us?

A: A database? I’d say it’s one of the biggest differentiators between agents who earn the national median income and those who earn three-plus times that. Unfortunately, it’s also one of the things agents are most likely to neglect – not just having one, but constantly building on it AND really leveraging it as a regular daily function of doing business. Agents should be constantly building their databases over time – whether the real estate market is good or not – from the start of their careers to the time they retire.

Think of it this way: We all know that when we invest money long term, we can weather the ups and downs of the stock market. Investing by a consistent trickle – whether the market is good or bad over time – lets us ride out the lows, leverage the highs and, in the long run, earns a higher rate of return. Just Google “dollar cost averaging.”

If we see our database as a “fund” of business for when the real estate market fluctuates, the effort that we invest in building it is not only a source of business when times are good, but it also is a safety net for when the market is down.

If you’re going to start doing just one thing today to set yourself up for a successful business in the long term, get started on building a strong database.

Q: If putting your database together is the first priority, helping agents understand the importance of CONNECTING with those folks in a consistent and effective way so they stay top of mind as the agent to call is definitely equally as important. How do you recommend agents stay in touch, and how often?

A: In any business, clients and potential clients are a salesperson’s most valuable asset, yet many agents keep their contacts on sticky notes, in their Gmail contact lists, try to manually update spreadsheets, etc. Working that way, it’s easy enough to see which contacts have turned into clients, but it’s nearly impossible to see which haven’t.

So the first step is to use a CRM. We have all of our agents on FiveStreet for lead routing and TopProducer for their CRM as part of our overall tech package, so that all of their leads feed to their databases without having to do manual entry. It helps us as a company to have our agents use one system, because we’re better able to offer support and training. But whichever CRM is best for an individual agent is the one that they’ll actually use. They all have benefits and downsides, so just choose the one that fits best.

How often to stay in contact? As often as possible, provided that it’s done the right way (don’t be creepy). With so many tools at an agent’s fingertips today, it’s easy to mix it up with methods and platforms – newsletters, social media, postcards, in person with a friendly call, holiday greetings and so on. The key to success is to be approachable, genuine and human. Be consistent with your style and content. Give information in an honest way, and be a resource. People don’t like being sold to, but they love someone who’s there to help and guide them.  

On average, people move every seven years. And even though NAR stats say that most would refer a friend to their agent when they’re asked immediately after closing, a dramatically lower percentage actually do. That tells me that many agents aren’t staying in touch as much as they could. Most people will use the agent that’s front of mind when their need arises, so being that agent whom they know and trust is crucial to being the one who gets the phone call.

Q: I know you’re a fan of making a strategic plan for marketing a real estate business rather than that whole “throw enough things against the wall” approach. Can you share what you believe to be some must-have elements to an effective marketing plan?

A: A balanced marketing strategy is like a balanced diet. We can’t stay healthy on just French fries (but wouldn’t that be awesome?). We need protein, fruit, veggies, etc. too.

I see so many agents focusing on just one or two marketing platforms because they like them and they’re comfortable with them, and not layering those with other points of contact. They’re great at calling, so that’s what they do, while they ignore print and online. Or they have a killer website, so they don’t take the time to reach out in person. Or they’re great in person, so they don’t think they need a strong website.

Agents absolutely should focus on what they’re best at, but they can offset their weaknesses on other platforms through training, learning over time or by finding a great solution provider who can help them.

Eating a balanced diet every day keeps you healthy, and maintaining a balanced marketing strategy can do the same for your business.

Q: You’re also a social media strategist. Can you share some of your top tips for using those resources to build a strong real estate business?

A: It wasn’t all that long ago that social media was considered optional in marketing. It’s not anymore!

If you’re only going to use one, use Facebook. Agents should have both a personal profile and a business page, keep both active and use them in the appropriate ways. It’s super easy to set up a list in “friends” to keep clients and prospects separate from school friends and Aunt Harriet, and it allows us to be more personally connected than ever before.

Business pages not only help keep business posts separate, but they also allow agents to use Facebook Ads (I looooove Facebook Ads!). They’re much less expensive than regular pay-per-click, and the targeting capabilities are downright awesome. Probably the two coolest things you can do with Facebook Ads are to target only people who have been on your website (low cost, and you know they’re interested because they’ve already checked you out online) and to aim ads only to people in your database. There we are with the database again… yes, you can upload your database to your Facebook Ads account and send ads specifically to those people.  

Pinterest, LinkedIn, Instagram, YouTube, etc. are all extremely powerful tools too.

Q: You’ve been a ProspectsPLUS! fan for a long time. Can you share which tools you most recommend to other agents?

A: Is all of it an option? If I had to choose, I’d say Just Listed/Just Sold campaigns and property brochures. The neighbors around your listings are a great source of business for the next one, and people always want to know what’s going on in their neighborhood. Just Listed and Just Sold campaigns are a solid way to let them know that you’re actively selling in their neighborhood.

Pro Tip: Getting back to Facebook Ads, did you know that you can layer over Just Listed/Just Sold mailings with a Facebook Ad that runs just to that neighborhood? In the geographic options in ad setup, you can drop a map pin to exactly where your listing is and limit the radius to as low as one mile. Doing both print and online together dramatically increases the likelihood that your marketing will get seen. Go ninja level, and tie that hyper-targeted Facebook Ad back to your listing on your website, collect a lead, and have that lead go to your CRM.  

Consumers today expect something better than an MLS printout on the kitchen counter at a listing. Aim for something modern and sharp and, for heaven’s sake, don’t go DIY unless you’re awesome at graphic design. Make sure your photos look amazing, then check out the Luxury Marketing section on ProspectsPLUS! (your listing doesn’t have to be high end to look high end!). How you market this listing not only helps get it sold, but also may very well be the tipping factor in whether or not you get the next one.

Q: Any last hot tips for agents eager to knock it out of the park this year in terms of their goals?

A: What I tell our agents? First, do a business plan. Second, stick to it. Third, set one hour aside every week to focus on long-term improvements to their business.

Let’s be real… our future selves can’t be trusted. Thinking to yourself that you’ll do it eventually doesn’t get the job done. Actually put it on your calendar as a critical meeting with yourself so you actually do it. One hour once a week spent on setting up systems, automating a process, learning something new, setting up a long-running ad, training an assistant, adding SEO to a website or whatever will pay back big time in the long term.

If your goal is to earn $100K a year, one hour is worth about $48 if you’re only working 40 hours a week. In our market, commission on one side of a deal averages about $5,000 for the agent in earnings. So if you spend an hour once a week building your business for the long term, the math works out to a time investment annually of about $2,500, or half of one of our average deals. But what we see with our agents is that those who actively work their plans do more deals and, with just one more closing, it’s a win. Some have as much as doubled their business by working smarter.

Q: Awesome! How can readers connect with you if they want to learn more or send referrals your way?

A: Hit me up on Facebook! I’m there more than I am anywhere else online. I don’t personally list and sell anymore, but if you need a great agent in Arizona, just let me know. We have three offices full of amazing agents who can take care of a referral client for you.

Terrific, Stacy! As always, thanks for your amazing insight. You’re a treat to talk to and learn from.

If you’d like to know more about building your book of business, staying in consistent touch with your sphere and farm, and generating more listings and leads, visit our site at www.prospectsplus.com, or call our marketing team today at 866.405.3638.