Sunday, July 23, 2017

3 Powerful Steps to Engage Customers

By Julie Escobar

You’ve probably heard it said a time or two (or more) that the business will go to those who show up not just once, but again and again.  To succeed in sales today, professionals have to dig in, refuse to cut corners, commit to consistency and the big key?  FOLLOW UP.  Engagement of your customers, your sphere, and your farm – isn’t something you can take a ‘stand-back’ approach to.  You can ‘warm’ the call, set up the stage for prospecting, and share the information that people need to see to consider you the expert they should turn to when they are ready to list or sell their home – but you have to go the EXTRA step – and follow up.  Voice to voice.  Face to face.  Belly to belly.

Is that always easy?  No, for many–not at first.  But for those who dive in and get it?  That their real job, true passion is to help people?  And they practice getting outside their comfort zones?  That’s when the game-changing happens.

So here are a few ways to engage, follow up and make the difference between what could be and what will be a rest of the year. 

  1. SEND! For most agents – from the brand new to experienced – warming that prospecting call is more buyers cardsomething that puts them at ease.  One direct mail series that is getting a lot of attention and results is our Listing Inventory cards.  They speak to what is happening in today’s market and get people’s attention.  Or you may want to go with a classic direct mail piece such as a holiday card (and don’t wait for the winter holidays – go ahead and send something every month and be different than your competitors.) Even recipe cards that feature great appetizers or dishes that people can share are great. You may also want to take a tip from top producers and send handwritten notecards to five VIPs on your SOI list each week.
  2. CALL! I can’t tell you how many agents I talk to that just have a hard time getting past this one.   Don’t worry so much!  Make the call.  ENGAGE.  Talk to people.  Be yourself.  Be helpful .  Ask questions.  It doesn’t have to be scary and it doesn’t have to be “salesy.”  It can be as simple as this:  “Hi!  It’s Julie from ABC Realty – just wanted to let you know we have a lot of things changing in our market — and to see if you have any questions about that or anything real estate related?” Then LISTEN and respond to what they say.  Some won’t need anything but odds are in your favor that some will.  Be sure to let people know that you’re expanding your business and that not only is every referral APPRECIATED, but you realize what an honor everyone is – and you can promise that each will be treated like royalty. Finish with the question,  “Is there anyone you know that might be looking to buy or sell now or in themerchandising review near future?”  You may also want to choose to offer a great free report or fair trade item to FSBO’s such as the Merchandising Review, who might be more than anxious about getting their homes sold. Many of our reports are a great conversation starter when you’re on the phone and a perfect reason to email or even stop by! Check them all out here.  Be the resource that goes the extra step for them and it will be appreciated.  Get something in front of your prospects and sphere that gives you a great ‘reason’ to follow up.  Break your calls down into manageable numbers so you don’t get overwhelmed – 15-25 calls per day is a good goal for agents who are in high-productivity mode.  Time block this prospecting into your schedule then commit to making it happen.
  3. SEE!  Get out there and SEE people.  As a professional real estate agent – meeting new people and adding to your sphere is a MUST DO not a SHOULD DO.  Walk your neighborhood farm, attend your community garage sales and meet the folks in the neighborhoods you service.  Go to the fall festivals at the schools.  Attend the neighborhood and community events. Wear your name badge, bring your business cards, and shake some hands.  Stop in a the local restaurants, delis, shops and businesses in the community you represent and get to know the people there and let them know you work on referrals – and you’d love to refer your clients back to them as well.  Share your stories about a great meal, terrific new shop, amazing customer experience, incredible health care providers and more in your area on your social media, blog or newsletter.  You’ll not only make new friends, you’ll gain new customers (and respect for being pro-active and a resource people can trust).  Be sure to SEE those in your sphere at least twice a year as well.  Take your top referral customers to coffee or lunch or stop by with a special treat.

The truth is, to stand out as someone who presents themselves as someone who will go the extra miles for their customers and clients – you have to SHOW that characteristic in everything you do – INCLUDING marketing your OWN business.  It’s that simple.  Ultimately it’s not the business of HOMES that we’re in – it’s the business of PEOPLE.  So show up again and again – and follow up over and over.   The results will take care of themselves!

Need help?  Call our marketing team to help get you started, restarted or fired up this fall at 866.405.3638.  They’ve got the experience, knowledge and solutions you need to succeed.  And they’re FUN!  Can’t beat that!  Have a good one and happy follow up!

Your Bottom Line Depends On It

by Julie Escobar

An agent’s ability to earn consistently and continuously earn referrals is in direct proportion to their willingness and ability to stay top of mind with their sphere and farm.

Consistency. Since the beginning of real estate there have been agents that send one or two massive mailings and when they unsurprisingly get no results, stop marketing.  Many others take the “holiday” approach to staying in touch by sending an annual holiday card in the hopes that they are remembered. Both of these approaches are a waste of time, energy and valuable marketing dollars.

To stay ahead of the curve, you should be in contact with your sphere of influence at least every 30-45 days. Using the popularlisting-inventory send-call-see approach (part of our free BusinessBASETM), you can easily set up a system for contacting your VIPs each month. Send a postcard, letter, newsletter, flyer, novelty or note one month.  Many of our customers find the Listing Inventory Series, Content Cards, and Market Dominator among their favorites.

One other series that is growing in popularity is one of this month’s Master Marketing Schedule tip which are our Call to Action Postcards which include powerful direct response offers call to actionthat help make your phone ring!

Once you’ve gotten in the habit of “touching” your sphere and farm once a month, be sure to deploy the call part of send-call-see.

Call with a friendly event reminder, helpful hint, or just to say hello the following month. During the third month, arrange to see them via a networking event, social gathering or quick in-person visit (with notice, of course) where you drop off a small token, informational item or card. Then start the “rotation” over again. Such consistency creates vital ‘top-of-mind’ awareness that often becomes “the key to the kingdom” when growing your referral base and creating a reliable income.

If you’re not sure where to start, our popular Master Marketing Schedule shares monthly Action Items that agents tell us help them stay consistently on track.

SEND-CALL-SEE.  Be the resource they need and want in a time where consumers have LOTS of questions regarding the value of their property, their buying power, investment opportunities, and what’s happening in their market.  You’re not bothering people – you’re providing a SERVICE.

What can you SEND?

What can you SAY when you CALL?

  • Hi.  I have buyers, the Smiths (insert real names!), that are looking for a home in the _____________ neighborhood, and I wanted to know if you’ve ever thought about selling your home or know someone who is so I can help this nice family find what they are looking for?
  • Hi!  Just checking in on you! We’ve got a lot of activity in our market, and I thought you might have some questions—do you?
  • Is there anything I can do to help you?
  • I’m expanding my business and I could use your help…
  • Have you thought about selling your house now or in the near future?
  • Have you been receiving my information?  Any questions?

What do you do when you SEE them? 

  • Create opportunities for appointments
  • Take someone to lunch
  • Attend a neighborhood block party
  • Organize a charity drive in the community
  • Sponsor a free workshop and invite everyone to attend
  • Get out there and be visible in the community you’re servicing
  • Walk your farm and start making friends

Working ON your business requires dedication and a commitment to the activities that earn you top dollar and allow you to “feed” the career you’re building. Never lose sight of the fact that prospecting, presenting and closing should always be at the top of your list.

Visit http://www.prospectsplus.com/ to get your FREE copy of our BusinessBASETM (Plus learn the 250 people who should be in your SOI), and be sure to bookmark our Master Marketing ScheduleTM .

Go for it. Remember that we’re here if you need anything. Contact our team today at 866.405.3638. 

With Top Agent Carmen Wieck

By Julie Escobar

It’s so powerful to learn from our customers, hear their stories and be able to share their insights and ideas
with others. Every time we do, it’s wonderful. We often get a behind-the-scenes glance into what brought them to our great industry – and what they do that allows them to flourish.

What a treat it was to learn more about our VIP customer Carmen Wieck. Her story inspired us, and I know it will inspire you too. Here’s what we learned:

Q: Carmen, can you first tell our readers a little about yourself?

A: I was born and grew up in communist Romania, and 1989 was a big turning point in my destiny. I always felt I was missing something big, but I never knew what it was. After graduating from the Academy of Economic Studies, I had a very short period of “trial and error” in finding the right career path for myself. I was a lieutenant in the Romanian Police, dreaming of “bringing justice for all.” I also worked for the government, dreaming of “making a difference” until I finally found that working in marketing for private multinational companies was where I fit best. I was so fortunate to work with exceptional managers in several blue chip companies such as Coca-Cola, Procter & Gamble, Kraft, Frito-Lay and Ipsos Research.

While I was living in Croatia working for Coca-Cola, I met my husband, who’s from Wisconsin. Life took a big turn for both of us, as we started a family and moved around the world with new job assignments. A few years ago, we decided that the best thing for our two daughters was to benefit from the educational system in the United States, so we moved to Florida. One of the best decisions for our family!

I know from several hands-on experiences that navigating the real estate environment can become overwhelming and emotionally wrecking. Moving so many times from country to country gave me enough personal exposure as a customer… and not always very pleasant. After more than 18 years in the corporate environment and one too many traumatic experiences in real estate, I decided to become a REALTOR® and bring my contribution to restoring the belief that this profession can be conducted with high ethics and, more important, with genuine care about the needs of customers.

Q: What is your go-to marketing tool for branding yourself in your market and driving new business?

A: I’ve “toyed around” with several marketing tools when it comes to marketing in real estate and had my fair share of no’s and wows! One thing I would say is that driving new business starts with exceeding expectations on your existing business. That will always secure your “organic” growth, which should be the foundation for your long-term business.

For tapping into new business opportunities, I’ve learned that a combination of passive and active
prospecting works best for me. For example, a combination of three touchpoints direct mail campaign for Expireds (which I adapted to fit my brand and personality from existing marketing materials/postcards from prospectsplus.com library in such a way that fits my branding and personality) followed by direct contact (calls or door knocking) can prove really productive.

I consider Just Listed/Just Sold postcards a must. However, don’t just sell it or list, put a spin on it and have an unexpected approach or added value. Give your target a reason that matters TO THEM, not to you. I absolutely dread the postcards I receive in my mail from agents stating, “Thank you for making me the #1 agent in your neighborhood.” To me, that is such a turnoff. As a customer, I don’t care that you are #1; I care about my motivation for selling and buying and how you as a real estate agent fit in my motivation! Again, the prospectsplus.com library is such a great source of inspiration. My first Just Sold postcards using a template from ProspectsPLUS! generated two listings!

Q: How do you believe agents can differentiate themselves from other agents in today’s competitive market?

A: Exceeding expectations, going the extra mile. Anybody can put a listing on the MLS now, even FSBOs (with the flat fee companies that offer this service to FSBOs for a nominal fee), everybody offers free CMAs, everybody has a marketing plan that includes internet, maybe open houses, maybe Just Listed postcards, maybe flyers, etc. All seen and done by all REALTORS® to a certain extent.

In a market that’s becoming more and more of a commodity, where everybody knows at least one REALTOR®, true differentiation in added value on trending aspects of real estate is what sets you apart. For example, offering a complimentary Staging Analysis and Assistance, complimentary home protection plan during listing, complementary inspection or appraisal before listing, complimentary full cleaning of the house before listing, etc., depending on the property, owners, their motivation, etc.

Q: Any outside-the-box ideas you’d like to share for building your book of business?

A: Yes. Use an introductory video for your pre-listing package. Tell your short story, show who you are, instill confidence and energy. It helps homeowners get more comfortable and relaxed about meeting you before you show up at the door.

Find something that’s your “thing,” and embed it into your touchpoints with your customers to show genuine care. For example, I LOVE baking, and my whole family loves my signature apple-raspberry pie I make from scratch. So I bring my signature pie for my clients at closing and drop by at their one-, two- and three-year home anniversaries and bring them the pie. One time I had the extended family of one of my past clients waiting for me at the house, just to make sure they got to taste the pie while it was still warm.

Q: How often do you connect with your sphere and farm, and what kind of results do you get from that?

A: I recently started the Market Dominator for my farming area. I find this approach indeed standing out from the crowd – the content, the quality of the printing, everything spells out professionalism, exceeding the “norm” standing out from the crowd. I recently started this; it’s basically a monthly touchpoint approach with my farm, and I do expect to see results in the next few months.

With my sphere, I make sure I stay in touch and call, drop by or send a card for special holidays or birthdays, usually three to four times a year.

Q: Any fun advice to help agents master this business?

A: How one becomes a successful real estate agent? Same as one becomes a butterfly: You must want to fly so much that you are willing to give up being a caterpillar.

Q: Last, where can our readers send a referral if they have someone in your area?

A: My focus is in Broward County, and I can be reached at carmen.realtorflorida@gmail.com or 786-449-9882.

Wonderful, Carmen! Thank you so much for sharing your inspired story with our readers. You’re amazing!

If you’d like to stand out in your market and soar past your competition the way Carmen does, please don’t hesitate to contact us today at 866.405.3638. We can put you on the path to success.

Technique (And Practice) Can Make All the Difference!

By Julie Escobar

As the market continues to heat up, there’s no better time to sharpen your negotiating skills and polish your
pricing techniques.  You know that old Floyd Wickman saying, “Worse than no listing is a listing that won’t sell.”  Make sure yours are priced to move and you’ll not only be a hero to your sellers, you’ll set yourself up as the agent to call in your marketplace.

Here are three of my favorites:

#1:  Helping the Competition:  Overpricing your home in today’s market can actually help sell other listings.

Put yourself in the shoes of the buyer.  They’ve got an agent and they’re looking at listings that are priced at market value, show well and have motivated sellers.

If they look at your home and a comparable home and all things being relatively equal, in other words, both are 4 bedroom, 3 bath, 2600 sq. ft. homes and both show well but yours is $50,000+ above market value, which home is going to look more attractive to them when it comes to a bottom line decision for their family?

In fact, when it comes to choosing their property, if your home is overpriced, you’ve just made the lesser priced home look perfect by comparison.  They can feel good about their decision of getting the same sized home for less!

You can also pull comparables from your MLS to show real world applications of this. 

Another point to make here with the sellers is to share with them the absolute fact that most people start their search for homes online and we’re a web-savvy nation of consumers.

That means that if they overprice their home today and it goes online via the MLS and your multiple w21Wayseb listing portals, their home won’t even have the benefit of SHOWING up when consumers are searching by price in your market area. 

They’ve just priced themselves right off the internet search – eliminating the possibility of that 85+% of consumers who start their search there.  Definitely food for thought!

#2:  The Four Sales:  A great Floyd Wickman strategy – they don’t call him the “Duke of Dialogues” for nothing! Here’s the dialogue:

You know we’ve covered the comparables – the research that I showed you with the prices of the other homes like yours that have sold recently in this area.

And I know you want to list it at the higher price.

I’ve put a lot of thought into it, and you know if we went ahead and put it on the market at your price – and I was the only one that had to be sold on that price – well I guess that would be fine.

But in reality, there are actually four sales that have to be made in order to sell your home at that price.

First…I have to be sold and I’ve gotta tell you – all I can go by is the CMA facts and figures that I showed you.

Secondly…the other agents have to be sold on showing your property at that price – otherwise they’re simply not going to show it to their buyers.  Unfortunately, they get their numbers the same way I do – from what’s recently sold in the area and those same CMA numbers.

Thirdly…and this is a big one – the buyers.  Let’s just pretend we sold the agents on it.  Now we’ve got to convince the buyers to pay a higher price for a property when there are other homes like it that are selling
for less.

Unfortunately in today’s world and with the internet, buyers have access to the same information that we have here.  They know what homes are going for in this area.  So that’s going to be a tough sale, don’t you think?

Now let’s just say everything lines up and somehow we even sell a buyer on paying more for your property than we know its worth in this market.

We still have one more sale.

Fourth…there’s the lender.  Lenders use exactly the same formulas we do to determine Fair Market Value for a property before they’ll write a loan.

Are you familiar with Fall-Throughs? 

Yeah, fall-throughs are what happens when people who were thinking just the way you were thinking and the sale can’t go through because the property won’t appraise for what you’re asking for it.

And that’s not what you want right?21 ways tools

#3:  Empathy vs. Reality Close:  This one comes from our friend, Coach Gord Gerrie:

I understand how you feel Mr. and Mrs. Seller and there is no doubt, many others have felt exactly the same way you do right now.

However, what they found was that once they had sold their house and focused their attention on their new home, they understood that the reality of accepting the offered price really only amounted to a few dollars more per month on their next home.

Again in reality, by accepting this offer today, you will know that your house is sold and that the difference between what you had hoped for and what you will receive will amount to less than $X per day in your new home.

Would you let $X per day stand between you and the home of your dreams?

These are just three powerful closes to help you get the right price for your listings the first time around.  Find 18 more in our eBook 21 Ways to Get Your Listings Priced Right (Despite the Sellers Best Objections! Want to learn more ways to grow your business?  Join us on our Facebook page or Google+ page today – we’d love to hear from you.  

 

In Your Geographic Farm Area

By Todd Robertson

There’s something I say at the end of every speech I give when presenting to sales professionals – “If the game is scheduled and you’ve decided to play, you might as well win.”

What I mean by that is that if you’re going to do the work, be in the game, and put in the time – you might as well give yourself the absolute best chance to knock it out of the park.  That’s exactly what I wanted to talk about in this week’s quick post.   There are three powerful ingredients to putting yourself at the top of the game in your market. They are…

  1. Make it easy for people to find you. If you’re playing to win in today’s market you have to have an internet presence. That said, what you DON’T want to do is to put ALL of your eggs in that basket.  Make sure you have a presence, are ranking, driving traffic, and showcasing not only your listings, but your credentials as the specialist in your area and can back that up.  Opt-ins that keep your listing growing are a great add in as well.  Make it easy for people to find you when they are searching and you’re one up on your competition.
  2. Skills. There are SO many great trainers, speakers, courses, and connections these days, many even on demand so you can learn at your leisure. There’s no reason and frankly no excuse for an agent who is eager to succeed to not be playing at an extraordinary level.  Tony Robbins calls it CANI – for Constant And Never Ending I  What do your skill levels look like in terms of presentation, negotiation, pricing, prospecting – or all of the above?  Never stop learning and fine tuning.  You can have all the internet leads in the world or all the referrals in the world – if you don’t have the skills to close – then you are leaving money on the table.
  3. Good ground game. What I mean by this is modern day farming.  It’s easier than ever and so important.  To pull it off though you have to deliver Ritz Carlton quality and service. That means picking the right area – then creating a dominating presence.  To do that I suggest you…
  • Pick the absolute right area. Don’t just choose your carrier routes or neighborhood without doing your homework.  Not long ago, we invited our friends from Benutech and ReboGateway to join us for a webinar in which they taught our customers how to use turnover rate, sales price, homeowner to renter ratios and additional data to find the right farm. You can watch it on demand here:
  • Send out the largest legal size mailing possible (12×15). That sends a message to local homeowners that you are in the game to win. Show up BIG, and let them know you mean business. That’s where the Market Dominator becomes your differentiator. Done for you content. Consistent delivery. Directly to your farm.
  • Make it a campaign. In other words, if you’re going to be like 90+% of agents and drop one or two marketing strategies then call it a day, farming is not going to work. If you do however decide that you are going to commit for the duration and consistently show up month after month after month with a strong message and direct response offers – you’ll be positioning yourself to win.

Now if you’re ready to knock it out of the park and learn how the Market Dominator can give you the competitive edge, give me a call today at 702-683-1967. I know we’ve got the systems and tools to help you do just that. Visit us online at www.prospectsplus.com or give us a call today at 866.405.3638.