Friday, December 15, 2017

8 Tips for Using Seasonal Marketing

by Julie Escobarearth day

While a lot of sales pros send out holiday greetings for Thanksgiving and Christmas, we’re finding that lots of top agents stay in touch with seasonal messages for the sphere of influence all year around.

Great idea as staying in touch and top of mind never goes out of season.  Before you buy a card, stick a stamp of figure out where your mailing list is — consider these eight tips for sending seasonal marketing.

  1. Be clear about your message.  Even when you’re sending holiday postcards, you can use the reverse side to send a great message to your customer base.  If you are sending to both your sphere and farm, you may want to consider altering the message mother's day cardslightly for each. Make it personal and heart-felt, with a note of thanks for allowing you the opportunity to serve them as customers — or in the case of your farm – the community.
  2. Serve two purposes.  Are you having a holiday open house? Customer event?  Charity drive?  Looking for a good time to stop by with a small gift? You can include that information on the cards as well.
  3. Don’t be salesy.  Holiday greetings are not about the sale – they are about the connection.  Keep it warm and personable.
  4. Don’t wait for just Christmas.  Many top agents send a holiday message once a month to their sphere. Mother’s Day, Father’s Day, Independence Day, Back to School, and Halloween are all favorites. There’s summer timesomething to celebrate all year round, and it’s a fun way to stay connected and stand out as someone who is “there” more than just in the month of December.
  5. Have some fun with it.  Got a great team? Or just a great personality?  Take some fun pictures and opt for a photocard rather than a more traditional card and don’t be afraid to get a little creative with your photos. Create a fun message and send out each quarter.
  6. Don’t leave anyone out! You know all those mailing lists you’ve been collecting throughout the year? For Just Listed postcards, or the stack of business cards that have been sitting on the corner of your desk collecting dust?
  7. Order early.  We suggest sending your holiday cards out at LEAST two weeks in advance of the holiday back to schoolevery month — and sending first class as opposed to standard-class to ensure timely delivery.
  8. Follow up.  Sending cards is a great way to easily stay in touch.  Pick a postcard, edit your message, add a list – and you’re done!  In a matter of minutes you’ve created a connection.  However to really get the full impact of ANY mailing (holiday and otherwise) — be sure to follow up – at least with the top 25% of your list.  There is no substitution for this step.  Imagine if you made it a point each year, every year, to speak with every single person in your sphere at least twice a year?  Touch base, see if they have questions, thank them for being great customers, and say hello.  Here’s what happens when you do:  they remember you.  They don’t list with another agent because your name wasn’t on the radar.  They are grateful that you take the time to call.  And one out of 12?  Statistically will do business with you or refer business to you.

Here’s to staying in touch with your sphere and farm!

If you’re new to ProspectsPLUS!, watch this quick video to learn how fast and easy it is to register for your free membership, and place a postcard order in ten minutes or less!

Need help?  We’re here for you!  Call our team at 866.405.3638 today.  We’ll help get your holidays started and save you money at the same time! Have a great one!  

Was YOUR Name Drawn?

Wow! A big thanks to all our amazing contestants this past month! We had some terrific entries – and we thank you all so much for sharing your ProspectPLUS.com experiences! If your name wasn’t drawn – no worries!  We’ll choose three MORE winners May 3rd!  Congratulations everyone!

Our $250 Winner is Gabrielle Tom Hanson who shared, “As a realtor we get tons of marketing promotions emailed, direct mailed and via phone. I have to admit, for a while, I never opened the ProspectsPLUS.com emails and at one point I might have even unsubscribed. That was, until I realized, I needed some top quality marketing at a reasonable price. ProspectsPLUS.com politely contacted me regarding a listing I had. Of course, it was EXACTLY what I needed, easy to prep and incredibly inexpensive. So, I gave them a try and it was a WOW! I mean lightning-fast service, super easy templates to fill in with your information and absolutely stunning mailers that made me look like I’d spent a fortune and knew what I was doing. I am trying more and more of your products and am never disappointed. Even your customer service is fast and friendly when I can’t figure out what I am supposed to do. Thanks ProspectsPLUS.com for making me look like a pro, even on a budget!”

Our $100 Winner is Ariel Hollowood who shared, “Love ProspectsPLUS.com! Very easy to use and great prices! I live in a small town and the market is competitive. My listings always stand out because of the postcards that I use from ProspectsPLUS.com. I know that the day after I input one of my listings I will have an email with my postcard already finished. I keep investing with ProspectsPLUS.com because of leads I receive and the convenience. ProspectsPLUS.com is definitely money well spent.

Our $50 Deirdre Albertson, who shared, “Wonderful, helpful staff to accommodate what you need within your budget. Motivational to get you moving to and get results.”

Thank you to everyone who entered! Ready to throw your hat in the ring? It’s easy!  Leave your review of your ProspectsPLUS.com product or service on our Google+ Page or our Facebook Page today!  We’ll give away a total of $400 more in ProspectsPLUS! gift cards!  Next drawing is May 3rd. 

We’d also like to invite you to join us in our goal to raise $50,000 for St. Jude Children’s Research Hospital®! We are matching every donation this year, dollar-for-dollar! Learn more at: blog.prospectsplus.com/st-jude

And if you’re in the mood to see what’s NEW – head over to our Specials Page and see all the new marketing tools for February and nab your 10% savings promo codes! 

Real Estate Thank You Cards

Starts with a Little Appreciation

By Julie Escobar

People say a little appreciation goes a long way and they wouldn’t be wrong.  We know from massive research where business really comes from, and it’s not from where most business people think. Statistics show that 66% of all the business generated by 95% of successful professionals today comes from only four sources:

  • Family
  • Friends
  • Close Acquaintances
  • Referrals generated by the first three groups

Statistics also show us that when you stay in consistent touch, top of mind, and deliver excellent service and show your appreciation, you can expect either a referral or a transaction from one in every twelve people in your sphere.  So the questions to ask yourself is do you even know who is in your sphere, and how are you expertly staying in touch with them and delivering that top of mind service and appreciation?

If not, you’re leaving a lot of business on the table.  One powerful way to tap into spring of referrals starts customer-appreciation-direct-mail-real-estate-postcards (1)with two little words:  thank you.

A long time ago I learned from Floyd Wickman that, “People don’t care what you know until they know that you care.”  Show them you care.

Here are four easy strategies to help you do that:

  1. Each month pull a list of every customer in your database who has an anniversary of either the sale or purchase of a home and send them a Customer Appreciation postcard with a personalized message on the back.
  2. Each month choose 25-50 people from your sphere database and send them either a Thank You or a Thinking of You postcard from the Customer Appreciation series with a personalized message on the back.
  3. Each month send a sphere-friendly postcard to the rest of your database to keep your name top of mind. Top customer picks would be the Listing Inventory Series, Content Cards, Holiday Cards, and Recipe Cards.holiday-listing-inventory-recipe-content-direct-mail-real-estate-postcards (1)
  4. Pull an idea (or a few) from the fun connection suggestions on our Master Marketing Schedule each month. For example, this month, April 22nd, is National Jelly Bean Day. Get little packages of jelly beans to give to clients, the admin staff at your office, co-workers and friends. There’s Chocolate Chip Cookie Day in May for a chance to deliver some tasty treats to ten top clients.  Or National Chocolate Day in July, where we suggest you grab ten of those little sampler boxes of chocolate and deliver to ten top clients with a note thanking them for being such a treat!  Or Aviation Day in August where we suggest you order cardboard or paper airplanes from www.orientaltrading.com and pass them out to your farm area this day with a note attached saying, “Buying and selling real estate today takes an experienced pilot.  I can help ensure you have a terrific landing!  Call me today!” The schedule is filled with fun ideas that help you stand out from your competition.  Try them!

Rising to the top of your game in your market means doing things differently than your competition. Where others show up once or twice – show up every month.  Where others wait for the phone to ring – pick up the phone or see everyone in your sphere at least twice a year.  Break the list into manageable numbers and call just to say hi, see if they have any questions, let them know you appreciate them and that you’re there when they need you. Where others sit on the sidelines, get in the mix every day. Be out and about in your community. Talk to your customers.  Walk your farm areas. (The goal is to get the folks in your farm so connected with you that they become part of your sphere!)

Lastly, never, ever forget to say thank you, in big ways and small.  To your customers, clients, colleagues, brokers, assistants, friends and family.  It is a gesture that will never go out of style, and will garner you good will again and again.  In a business built on relationships with people – good will goes a long way. On that note – a big THANK YOU to all of you who graciously allow us to be your marketing resource of choice!

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. 

 

A Guest Post from Our Friends at ReboGateway

Brian Fox, VP Business Development, Benutech, Inc.

We live in a world today where we know where we are going before we even get there – and life is easier and better because of it.  The best restaurants, stores, and shops can be located online, reviewed on various sites such as Yelp, viewed on a map, and if we want we can even see the front of the location using a street view before we arrive.  In other words, there are very few mysteries in area of direction in today’s world… we can very easily know before we go and for the most part, it’s how we roll.

Yet for some odd reason, this know before you go mentality has not been used in real estate as often as it should.  Most Realtors, seem to market into geographic areas or to family and friends… as in the people closest to where they live, or closest to where they work.   It’s random, it’s best known as the “shotgun approach” to marketing, and it’s like heading to a new spot in your city without reviews, maps, or direction. It was how it was done in the 1980’s but why so today?

Real estate coaches throughout the U.S. seem to be on board with the know before you go mentality.   Seems every coach I have ever read or heard, is focused on finding areas that are selling (areas of 7% turnover rate or higher per year), and then coach their students to market into those areas for better marketing results.  Turnover rates or other “reasons to sell” such as divorce, mortgage default, or empty-nester status are all available… and easily accessible.  So why in 2016 should we market from Front St., to Market St., between Main St. and South St. when we could be marketing to owners that have reasons to sell their property?

To illustrate this point, let’s take a quick look at the wonderful city of McKinney, TX.  It happens to be the city that CNN Money named in 2014 First Place for “Best Places to live in the U.S.”  The U.S. Census Bureau also named it the fastest growing city from 2000 – 2003 and again in 2006.  The Realtors in McKinney obviously have a lot of selling points for their fine city and the sellers in McKinney should be in a good position to profit from these accolades if they choose to sell.

But let’s use data to take a closer look at the city… There are 15,187 rooftops in McKinney, most of which are single family residences.  For most Realtors, it’s not possible to market to all 15,187 of those residences.  There are just too many rooftops in McKinney, not enough funds in the marketing budget, and not enough time to accomplish marketing to each of those residences once per month.  So rather than marketing to all residences, or just the residences nearest you… can we find the needles in the McKinney haystack?  In other words, can we find the folks that have a higher probability of selling their homes in McKinney this year or next?  The answer is: Yes.

Homes in McKinney traditionally sell at rate of about 3.3% per year.  In the most recent couple of years, homes have been selling at better than 10% per year with the added popularity of McKinney. But newly sold homes rarely go back on the market and sell in the upcoming few years… so today, how do we find the most probable sellers for 2016 & 2017 in McKinney? The same way you use your phone to find the best lunch spot in McKinney.  You leverage information to know, before you go.

All Realtors can think back to listings they have taken and sold in the past and why they were able to acquire them.   A homeowner filed for divorce, and then they listed and sold their home to make an equitable split.  A mortgage default occurred at a property, you got the listing.  An owner passed away, then you got the listing.  Preceding most sales is a “life event” of some sort… and the life event may simply be the increasing age of the homeowner that then leads to their property selling.

Most life events are available to the general public.  Divorce, eviction, probate, bankruptcy, and mortgage or Real-Estate-Life-Event-Postcardstax default filings are all made public by courts.  When matched to owned property, it creates a database of homeowners that are much more likely to sell in coming years than their neighbors.  When homeowners decide to go FSBO, or have an Estate Sale to sell personal belongings prior to a move – they post the information online to drive traffic to the event.  Again, knowing these addresses provides a timing advantage to the Realtors that find them and market to them.

Let’s now get back to McKinney.  We have already discussed that there are 15,187 rooftops in the McKinney haystack.  A closer look at available information on “life events” in McKinney reveals the following:  There are 87 homeowners that have filed for divorce in the past 12 months that have not yet sold their homes. These folks may be going from 2 incomes to 1, and may need to sell.  They may have more equity in their property than money in the bank.  Either of those reasons could lead to the equity being liquidated by property sale in order to facilitate a fair split between the owners.  Statistically, 22.1% of couples that file for divorce sell their homes in the first 12 months after filing.  A good Realtor is going to be an important piece of that puzzle.

Also in McKinney, there are 32 homes with mortgage default filings in the past 6 months. Better than 50% of these will result in property sale within 12 months. Eight homeowners have filed bankruptcy in the past 6 months. Fourteen homes are trying to “For Sale by Owner”, but have not yet sold. Seven homes are in Probate.  There are also 1,498 homes with approved “Senior (Property) Tax Exemptions”.  Of those, 570 of them also have 4 bedrooms or more (large homes). These are your classic “Empty-Nesters”, and they sell property for many reasons.  The home may be too big for them now, the stairs are no longer a good idea, they may soon need an elderly care facility, or their passing may facilitate the home sale.

In each of these situations, it has been statistically proven that when these types of events occur, the properties associated to them sell more frequently.  There is no way of knowing that these events are occurring by looking at the street address or by staring at the outside of the home.  Life event data has to be matched to owned property, and when that match occurs, the results are eye opening.

ReboGateway, a product by Benutech, Inc., identifies and matches these types of life events and more to owned property.  ReboGateway allows Realtors to quickly identify probable sellers by “life events” so that they can be smarter about whom they market to and when to market to them.

So the next time you are in McKinney, TX or in your hometown, don’t just stop at any lunch spot. Use select data to know before you go.   In case you were wondering, in a state known for its barbecue, the best BBQ in McKinney, TX is Hutchin’s BBQ and Grill. It is ranked the 2nd best restaurant in the city and 356 reviews say it’s a “must go” as the “Best BBQ in North Texas”.  Similarly, the next time you choose to make yourself known to homeowners with your focus on acquiring new listings… find the addresses that are more likely to sell, and market consistently to those addresses.  The correct select data matched to a consistent marketing plan is how it should be done today and in doing so; Once again, life is easier and better because of it.

To learn more about using Life Event trigger data from ReboGateway to market in your area, watch our webinar on demand at blog.prospectsplus.com/rebogateway-prospectsplus-webinar-on-demand/.

If you’d like to learn more about how Brian and his team are helping real estate pros across North America use technology and systems to grow their businesses more efficiently and effectively, join us April 7th  at 1pm Eastern for a powerful new webinar – Everything You Wanted to Know About Every Door Direct Mail!

 

 

Introducing 8 Year Old Leland

As proud supporters of St. Jude Children’s Research Hospital, we would like to introduce you to their patient of the month: Eight year old Leland!

His story:

In 2014, Leland started having headaches. His parents were concerned but not alarmed, because migraines run in the family. But then more symptoms appeared. Leland’s grandmother noticed he was holding his left arm funny. His mother, Marisa, noticed his smile was off kilter in a photograph. Soon, a series of tests revealed Leland suffered from an aggressive brain cancer known as an atypical teratoid/ rhabdoid tumor, or simply ATRT.

When considering treatment options, Marisa sought her doctor’s recommendation. “My doctor said, ‘If it was my child, I would be going to St. Jude,’” Marisa recalled. After receiving a referral, Leland and Marisa were on their way to Memphis.

At St. Jude Children’s Research Hospital®, Leland’s treatment has included surgery, radiation therapy and chemotherapy. “St. Jude is amazing,” said Marisa. “Not just all the leaps and bounds they’re taking medically, and how many children they save, but how they don’t just treat his diagnosis. Kids can be kids here, and I think that helps a lot with their healing.”

Treatments invented at St. Jude have helped push the overall childhood cancer survival rate from 20 percent to 80 percent since the hospital opened more than 50 years ago. We won’t stop until no child dies from cancer.

Leland loves to make people laugh. He says silly things and never lets anything get him down. “He’s strong and amazing,” Marisa said. “I draw my strength from Leland, because he amazes me every day.” Some of Leland’s favorite things are tacos, baseball, kittens and the beach.  Watch a video about Leland here.

Here at ProspectsPLUS! we’ve committed to helping kids just like Leland and their families get the help, support, and medical attention they need. We’d love to have you join us in effort! 

ProspectsPLUS! Charitable Donations

To Donate, please visit www.prospectsplus.com/StJude