Thursday, May 24, 2018

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.

Success Spotlight Q & A with Power Agent Jennifer Ingiald

By Julie Escobar

When you really want to know what’s working for your customers, you reach out and ask them.  We are so fortunate to have extraordinary customers who are willing and happy to share their experiences of what works, and sometimes what doesn’t with our readers.  Agents love to learn from one another and we love sharing their stories.  This week?  We caught up with power agent Jennifer Ingiald to see what she’s doing to knock it out of the park in her market.

Here’s an excerpt from our interview:

Q:  Can you please tell our readers a little about you?

A:  I’m a Realtor in the central Wisconsin area. I focus mostly on waterfront homes and condos in the Castle Rock Lake area and Wisconsin Dells. Being originally from Schaumburg, IL, my family always vacationed in the Wisconsin Dells area and Castle Rock Lake is the fourth largest lake in Wisconsin, so it’s a lot of fun to work with buyers and sellers purchasing or building their dream vacation home.

Q:  How long have you been using ProspectsPLUS! and what made you choose us as your resource?

A: I’ve been using ProspectsPLUS! for about a year and a half now. My broker had recommended the site as she had great success with it as well. She was absolutely right! The website is very user-friendly, and so easy to navigate and create awesome postcards.

Q:  Can you tell us what you believe is the most important part of your marketing plan?

A: Listing photos and direct mail campaigns.  I like to utilize a professional real estate photographer for listing photos which I can then import into ProspectsPLUS.com postcard templates for a “Just Listed” or “Just Sold” campaign.  The end result is a completely professional postcard that always yields amazing results.

Q: I know you wisely use Just Listed and Just Sold cards in your market – can you tell us what kind of results you are getting and why you are so passionate about using these time-tested tools?  

A: This is by far my most important marketing tool.  Every single time I send out a Just Listed or Just Sold card, I get at least one new listing.  With the last Just Sold card I sent, I received two new listings.  I prefer to use the Jumbo postcards as opposed to the standard size, as I think they catch the eye better and help me to stand out amongst my competition.

Q:  Any advice for agents eager to get more results from their sphere and farm? 

A: I would absolutely recommend a ProspectsPLUS.com direct mail campaign, especially for farming.  It may seem like more money than you’d like to spend at first, but if you get one listing, and thus one sale out of it, it is worth it!  I like to use the postcard templates with a lot of photos as I think photos grab a reader’s attention. I also think it’s important to consistently send out either a Just Listed or Just Sold once you have a new listing or sale in a particular area you are farming, as you will start to become viewed as the market expert in your area.

Q:  Awesome – thank you so much Jennifer! How can readers connect with you if they have referrals in your market?

A:  If anyone has any referrals in the Wisconsin Dells or Castle Rock Lake areas, please feel free to call me at 608-548-3307 or www.CastleRockLakeAreaHomes.com.

If you’d like to learn more about consistently marketing your listings and yourself in your market, call our marketing team at 866.405.3638 or visit us online at www.prospectsplus.com. We’re happy to help you develop the plan that can help you take your business to the next level.

If you are a ProspectsPLUS.com customer and would be interested in potentially being featured on our blog or in our next Master Marketing Magazine, please email me today and set up a time to connect!

Making Connections in Unexpected Ways

by Julie Escobar

While a firm believer in the power of consistent top-of-mind marketing using series such as our neighborhood update postcards or content postcards, I always like to remind agents to also include an element of surprise in their marketing efforts as well.  It’s terrific to keep people informed — that brands you as an expert and resource people can trust and call on for their real estate questions or needs.  When combined, however, with a genuine thank you and note of appreciation, you now also brand yourself as someone who cares about your customers — and about details!

This week’s Master Marketing Schedule tip is to send the Out of the Blue postcard from Customer Appreciation Series to 200 of your past clients.  What if you did that at least four times per year?  Or took a few moments to send these kind messages to a block of your sphere of influence VIPs per month?  Do you think it might be worth a few transactions or referrals?  You bet it would!

For the reverse side of the card, I would recommend choosing the “standard back with message” – it has a little more room for a message.  Here are some ideas for customizing your message:

  1. Invite to a customer appreciation event.  Spring is a great time to host a party!
  2. Offer something of value.  We have some terrific Free Reports that are easily customized and downloadable that you can offer.  Nine Strategies to Get 17% More For Your Home or 10 Renovations That Reap Return on Investments are two great ones you can offer.
  3. Offer a service. Let them know that the market, and mortgage rates are changing — and that has a lot of people asking questions about what that potential means for their home value.  Offer to meet with them to share a home price evaluation and answer any questions they might have.
  4. Let them know when you’ll be in the area!  Schedule a time for you and your team, if you have one, to walk your geographic farm or be available for a meet and greet at a local coffee shop or community center. Then share that information with your fans and offer to answer any questions they might have and even tell them to invite a friend!

Then follow up.  Block time to connect with at least 25 past clients per week with a kind word, a thank you and an offer to assist.  We’re in the business of people, and when you reach out on a regular basis and let people know you genuinely care — you’ll be rewarded with new business and customers for life!

Need help with your marketing? Contact our team today at 866.405.3638.

The Sum of Small Things

by Julie Escobar

The market is hot and competition is hotter.  One big secret to success is to stay top-of-mind with your book of business.  And while that doesn’t have to be a HARD process – it does need to be CONSISTENT.  That got me thinking about one of Floyd Wickman’s quotes, “Great results are the sum of small things, done well, repeatedly.”  Boy isn’t that the truth?  I once asked Floyd to expand on that a little for us – and here’s what he had to offer:  “That’s one of my favorite sayings too, and it’s so true.  In fact, nothing defines that more than a commissioned salesperson picking up the phone and making a simple call to folks in their book of business—even if for no other reason than to say hello.  There is no higher thing they can do to shift their results in this business than to create those conversations.  In fact, in our courses we teach agents that for every 12 conversations they have, they can expect a referral.  To me, that’s the number one way to stay top of mind AND build your business.”

Great advice.  Floyd also shared that you can’t ‘nurture’ everyone.  So every agent should have two lists – one which is their book of business – those folks you are building a relationship with over time.  Your second list should be your database. That’s a list of everyone who’s ever inquired, been on your mailings lists, or internet leads that you can send drip campaigns to until they are ready to make a move. Your database is your least expensive list to market to – but it also yields much lower results than your book of business.

So number one?  Take Floyd’s advice.  Pick up the phone to everyone in your book of business.  Decide how you want to break that up – 10 a day, 20 a day or as Floyd used to say, “Call until you get one.”  Block off that time just as critically as you would a listing appointment – because it IS that critical.

Number two?  Get out of stealth mode. I can’t tell you how many agents rarely leave the office or their homes but call us to say – how can I get more business?  Get OUT there in your community and get noticed!  Take part in charity drives, school events, and host Q & A sessions at the local library or coffee shop.  The more contentVISIBLE you are – the more likely people are going to say YOUR NAME when asked if they know anyone in real estate!

Number three?  SEND them something tangible.  For all the obvious reasons, we’re fond of direct response mail postcards– because they are easy to order, quick to send and don’t take up a lot of your valuable face-to-face or voice-to-voice time with prospects and those in your book of business or sphere.  Monthly holiday cards, recipe cards, newsletters, or our content cards are a great ‘touch’ each month that are budget-friendly, can be ordered in minutes, and allow you to stay top of mind.  Keep things mixed up as well. Check out our Master Marketing Schedule if you haven’t already for some creative and way outside the box ways to get in front of your clients in ways that are sure to have you REMEMBERED!

Number four?  Be HYPER-LOCAL.  There’s a reason this term is all the buzz right now – it’s because it is
EXACTLY what consumers are looking for in their resources. Home buyers and sellers need to know what is happening right there in YOUR market – rather than just get sucked into the national news of what’s happening nationwide or even globally.  What are prices doing in their neighborhoods?  What’s happening in the schools in your area?  What new businesses are coming in or closing?  Who are the trusted resources, business or service professionals in YOUR area that they can call.  Start being the one to consistently deliver THAT kind of information – and your name, brand, reputation and referrals will skyrocket.

Number five?  Expand your reach.  If you’re not saturating the neighborhood or market area you want to dominate, then turn to Every Door Direct Mail (which gets you literally into every mailbox).  Our Market Dominator System is becoming quite the differentiator for agents across the nation.  In fact, one agent just shared this experience with us, The monthly ordering process is easy. Some months I simply upload my photo and company logo and submit the already created newsletter. Other times I customize it. Either way, the newsletters are distributed to 527 of my neighbors. Over the 11 months since I started, the EDDM marketing pieces have resulted in 5 listing appointments. This month, I have a seller preparing their home to list with me and received a buyer referral from a neighbor who receives my newsletters. It’s great to see some fruit from the seeds I planted.” Our advice? Follow his lead and plant those seeds! 

Now, what are you waiting for?  Get out there and start getting your name, business and face recognized as the incredible real estate resource you are!  And if you need help – give our team a shout at 866.405.3638 for systems that can help you do all of that and more!