Sunday, July 23, 2017

A Guest Blog About Every Door Direct Mail 

by Brian Fox. VP Business Development, Benutech

Okay, so you probably know about the value and benefit of mailing postcards via Every Door Direct Mail (EDDM) by the United State Postal Service (USPS)… They are plentiful.  The postage rate for delivery is attractive (17 cents a door).  The residences are all in a close, neat geographical location.  This allows you acquire the best postage rates for your mail marketing and when it’s time to walk your farm to meet homeowners – the residences are all in a neat geographical location for easy walking and knocking.

The challenge is… How do you find the “right” EDDM Group to deliver to?  Well, that’s a bit tricky – but not only is there hope, there are real data solutions to solve this tricky challenge.

Let’s break the moves down step by step for you.   There are 4 very important steps in choosing the correct EDDM location(s) to farm and here they are:

  1. Locate EDDM Groups within a zip code or city by finding the EDDM Groups with the highest turnover rates available. In other words, the higher the ratio of homeowners that move annually, the higher the chance of finding more sellers within those areas in the future. Why?  Every real estate coach in the U.S. teaches their paying clients to find areas of “high turnover” defined as 7% turnover rate or higher.  Statistically, they have shown that finding areas where homes are selling provides agents with areas that will continue to sell at high rates.  This will help make your marketing more efficient.
  2. Once you have the EDDM Groups ranked from highest to lowest turnover rate – Locate the EDDM groups that have “Sales Price Points” that interest you. In other words, if two EDDM groups have similar turnover rates, but different home price selling points – it’s much better to sell a home that sells for $600K vs. $350K, right?
  3. Now, this is important: Compare the number of “owned homes” in the EDDM Group against what the USPS will deliver to in the same EDDM group.  Keep in mind – EDDM via USPS delivers to every resident (homeowners, apartment renters) within the EDDM group. Most agents don’t want to mail to renters – Agents mail market to find potential sellers.  So, you wouldn’t want to mail to 500 residences via EDDM if only 300 of them are “owned” properties.  If you did, you would be employing the USPS to deliver to 200 apartment renters in that EDDM Group that can’t be sellers because they are renting.   Look for EDDM Groups on the USPS Website that have a similar number of “delivery” vs. “properties owned within the EDDM group” – See the examples provided for zip code 98006 in Bellevue, a suburb of Seattle, WA.  Two EDDM Groups with similar turnover rates 7.95% and 7.84% – but the 7.84% group (Carrier Route C037) has 536 owned properties within the EDDM Group of 543 units that the USPS will deliver to. Therefore, Carrier Route C037 has a much higher “ownership deliver rate” than Carrier Route C028 – providing a better value for you as a paying customer.
  4. As a last step – look to see what the “average years owned” is for the EDDM group you select. Average home ownership rates in the 7-10 year range seem to indicate areas that folks purchase into and then sell rather quickly – possibly to upgrade to a larger home or to a home in a more desirable location – which results in higher sales rates annually.  Also, look to see what the Non-Owner occupancy rate is for the EDDM group.  Much of the time, Non-Owners will sell property more frequently than Owner Occupants, so high Non-Owner Occupancy rates could help facilitate more sales, more often.

In the example provided for Zip Code 98006 in Bellevue, WA – the perfect EDDM Group was found utilizing Benutech’s “Title Toolbox” data.  Carrier Route C037 had a high turnover rate (7.84%), it had 536 owned units within a 543 unit EDDM Group, it had one of the highest sales price points in Bellevue at $1.3M, and had an average years owned of 8.6% – indicating that this area could be an area where folks purchase and sell rather frequently. If you are farming in Bellevue, this would be the place to farm!

Okay, yes… This may seem like a lot… and it is… so just do this:  Contact ProspectsPLUS! and have them help you with this process.  They are mail marketing experts, and by utilizing Benutech data and their technology – they can complete these steps for you and place you in the perfect EDDM group to start your successful farming campaigns. 

Oh, but please realize, you are not done once you find that perfect EDDM Group to market to! Now it’s time to make you known to the homeowners within the EDDM Group.  Let’s go back to those Real Estate Coaches… Their expensive advice is to market monthly.  You have just located the perfect farming location – so FARM it!

Step One:  Get the mail marketing pieces out to this EDDM Group once per month.  ProspectsPLUS! will help you select the perfect mail pieces.

Step two: Once the mail is out… You need to get out.  Homeowners are not going to hire you to sell their
home unless they get to KNOW YOU. It’s that simple.  Having homes in EDDM Groups allow you to easily walk and talk to the homeowners within the EDDM groups.  Don’t rely just on the mail… You are way more powerful than a postcard… Meet the folks in the EDDM Group so that they can hire you when it comes time to sell.  Seize the day, meet some folks – and take new listings!

About: Brian Fox, VP Business Development, Benutech, Inc. Benutech, Inc. is a real estate data company out of Costa Mesa, CA and is the creator of “ReboGateway” (for Real Estate Agents and Investors) and “Title Toolbox” (for Title Companies and other property related business). To contact Brian Fox:  Brian@benutech.com or 714-580-8099.

Need help choosing the right EDDM piece for you? Contact our customer care team at 866.405.3638 today! 

To Drive Leads and Attract More Listings

By Julie Escobar

Did you know that there are over 50 designs in our Content Card series?  Agents are loving them for a fast and easy way to stay in touch with their sphere and farm, and position themselves as a resource in their markets.  The best part about it is — they don’t have to come up with any content. We do all the work! Agents tell us that they like using them as a newsletter alternative as well since they contain great, consumer-friendly information, just in smaller quantity.  All the agent has to do is choose their mailing list, add whatever personal touches to the copy on both sides and and place their order!

Here are five ways you can use the content cards to drive more customer leads, increase your credibility, and
present yourself as the turn-to agent to call:

  1. Send one per month to your sphere or farm (or both) to easily stay in touch and brand yourself as an content 4information specialist.
  2. Choose several of your favorites and have them printed and shipped to you to use as leave-behinds in local businesses, as open house collateral, or as fair trade offers when prospecting.
  3. Purchase as a pdf and use as a downloadable item of value on your website.  This allows you to
    build your email database.content 5
  4. Each one of these is popular subject matter for consumers. Why not channel your inner Toast Master and create some local real estate workshops that you can present to area consumers?  Print and
    ship the card with the topic of your choice to hand out at your event.
  5. Share on social media.  For many agents figuring out WHAT to say on social media content 6leaves them stumped.  These tools are perfect – with titles like “4 keys”, “5 ways”, “5 factors” – you can share one a day during the work week and invite followers to email you for the whole list.

You can even send them the .pdf you’ve downloaded!

Get started today and kick your marketing into high gear!  See our Content Cards, choose your favorites and start driving credibility and new customers! Oh, and click here to get our latest promo codes and save 10% on your order!

As always, if you need help, contact us at 866.405.3638 – that’s what we’re here for!

Happy listing!

A Formula for Success

By Julie Escobar

In today’s market (or any market for that matter) – if you’re not out there networking, making calls, reaching out to your sphere and farm, being PRESENT in your marketplace and even knocking on doors – then you are leaving your success as a real estate agent to chance.  The truth is?  It’s not LUCK — it’s LISTINGS.  And listings are STILL the name of the game.

So what are three things you can do to drive listing inventory in your market? 

Listing Inventory Cards

STEP ONE – SEND:  Use a direct response postcard or flyer to the folks in the hot-turnover neighborhoods or even those that are right on the cusp of turnover.  Let them know that the buying market is HOT and the time to sell is NOW.  Be sure to send any marketing you choose in increments of at least three.  (Remember that 3-7-27 rule – it takes 3 contacts for someone to recognize your name, 7 to put your name with what you do and 27 to become a brand or household name in the minds of the consumer.  Most transactions happen after FIVE contacts.) We’ve got a terrific series that speaks directly the mindset of sellers in this market called our Listing Inventory Series.

STEP TWO – CALL: Here’s where a lot of agents either fall down on the job or lose their muster.  Call people?  Talk to them?  Yikes!  Can it be nerve wracking for some?  Sure.  Will you get ‘No’s”? Absolutely.  But the numbers are in your favor.  If you call enough people, make enough contacts, you’ll get a yes. And that yes can turn into a listing and a listing into a sale and a sale into a commission – so no leaving it to chance.  Make a contact! (Or twenty, or more…)

Here is a sample dialogue  to help you get started:

  • Agent: Hi, my name is _____, and as you may know, our market is on the move and we’ve got more buyers than we have listings.  Have you thought about selling your home now or in the near future? 
  • Seller Question:  How much do you think I could get for my house?
  • Agent Answer (a la Floyd Wickman):  I don’t know, I haven’t seen your house yet, let’s get together!

STEP THREE – SEE:  Don’t knock the idea of old-fashioned door knocking!  Getting out there and visible in the neighborhoods and communities you are eager to service and become a brand name in is just good business.  Why?  It’s personal.  People can put the face with the name.  They can see that you are committed to making an impact and you get a chance to get the real lay of the land.  Door hangers or even shell-printed postcards are a great leave-behind for those who aren’t home – and a nice collateral piece for those who are.

I challenge you to take these three steps to grow your listing inventory, your market share – and your confidence!  Be consistent with it at least once a quarter and you’ll reap the benefits for years to come.

Want to learn more about how to drive listing inventory and build a stronger market share?  Visit us online at www.prospectsplus.com or call our marketing team today at 866.405.3638!  They’re terrific at helping agents figure out exactly what they need to market themselves in a budget-friendly way! 

To Up Your Game This Year

By Julie Escobar

If ever there was a time to up the ante on your marketing presence, it’s right now. Stakes are high, competition is fierce and anyone eager to be THE resource for consumers in their markets need to bring their A-game and then some.

Here are a few musts to consider:

  1. Get a professional headshot. I know. This one seems like an obvious choice. But take it from a company who produces hundreds of thousands of real estate marketing postcards per week, we see agent photos that just aren’t print quality and reach out to customers to send high resolution shots that show them in their best light.  Oh, and when you’re taking those pictures – SMILE! Studies from photofeeler.com show that people who smiled in their head-shots were considered far more likable and influential than those that didn’t, and slightly more competent. It’s a marketing expense that makes a lot of sense. Your job is to help consumers think of your name and your face first when they think real estate – so put your best FACE forward!
  2. Craft a great bio. On many of our marketing tools, agents have an opportunity to share some “about me” information. You should have a long and short version.  Long for your website, but short and sweet for real estate brochures, flyers and postcards.  Choose your words wisely. For the best balance? Present yourself, your brand, why you do what you do, and what differentiates you – without being too salesy. Then have both versions proof-read before beginning to use them.  This makes it easier when you’re creating your marketing pieces as well as you aren’t trying to come up with something on the fly, which often leads to typos or inconsistent copy.
  3. Pick a brand style that works for you. Too often you see agents who are all over the map in terms of listing inventory snapshottheir marketing. Different styles, colors, messages. While it’s good to test a little, you’ll find better results when sticking to a campaign that has some uniformity.  That’s one of the reasons agents love our series of postcards, which have the same look and feel throughout the series. For example, our popular Listing Inventory Series has the same branding style, with a series of messages that lets potential sellers know that this is a great time to list.  They can send one a month and keep their branding with their sphere or farm consistent to get better results.
  4. Be consistent. We kind of just covered this, but one and done is dead. In fact, it never was a marketing strategy that worked. The key to becoming a brand name is 27 impressions.  Keep showing up, and the Nov-DOM-Free-Reportnext time someone is asked if they know anyone who sells homes, your name will be top of mind!
  5. Don’t forget your contact information. Would you be surprised to learn how many times people do not put their phone number or contact information on their marketing materials, then send thousands of them out and wonder why they don’t get a response? Make sure people know how to reach you. And if you are inviting people to your social media platforms via your marketing, don’t just use the blanket, “Find me on Facebook”.  Actually, give them a unique URL they can go to such as Facebook.com/yourrealestatepage.
  6. Offer items of value. Many of our customers use our Free Reports as Lead Capture offerings on their websites. There are lots to choose from, easily customizable, and they serve multiple purposes.  Use them on your site, at your open houses, in your listing presentations, or as collateral for the popular consumer meet and greets that so many agents are doing today.
  7. Build on what you already have. All those lists you’ve purchased? The ones from your Just Listed postcard orders?  Reuse them! Put those folks on a drip campaign of postcards so they know you’re always in the game.  I recommend a combination of our Neighborhood Update Free Offer Series and updates on your listings such as Neighborhood update postcardsContract Pending and Just Sold. Every list = unlimited opportunities.  Contract Pending. Price Reduced. Just Sold. Listing Inventory.  Check out our new ThreeClickPostcards.com – where you can order your Just Listed/Sold/Contract Pending cards — right from your phone!
  8. Have some FUN. Real estate is serious business for certain, but you can certainly have some fun with it too. Our Master Marketing Schedule is filled with fun ways to reach out to your sphere and farm and make a noticeable difference! See what’s coming up for the next month.

It’s a great time to be a real estate professional and it’s a great time to tap into ready-made resources that can make your life easier.  To that end, we’re here to answer your questions and get your marketing on-track within a budget that works for you! Call our team today at 866.405.3638.

Finding the Diamonds in Your Database

By Julie Escobar

As my old friend Floyd Wickman used to say, there are acres of diamonds in your book of business or “sphere” – but the trouble is, most agents are willing to do what it takes to mine for those diamonds.

Many agents don’t even have a ‘book of business’ or a true database.  They’re either new to the business or ‘never got around to it’ or for some – they’re so busy working ‘in the business’ to ever work ‘on the business.’  But there’s acres of diamonds in building a sphere of influence client list of people who know you, like you and trust you. Because frankly – those are the people that are going to list and sell their homes with you – buy from you –and refer friends and family to you.  First – you’ve got to reach them.  Consistently.  Effectively.  With purpose.

First, look at should be in your book of business. Read last week’s post:  The Year of the Sphere.

Secondly, get a handle on your business plan.  This is the one-page easy plan shared by Floyd Wickman. 

2017-biz

Download a copy for yourself or your team here. Then USE it. Make sure you are reviewing every month so you know when you are are on track — and off!

Next, Invest in these ten strategies for building a powerful base. 

  1. Get it all on ‘record.’  Whatever database management system you choose, be sure that you have entered at the very least the basic information such as name, address, phone number, email address, social media addresses if you have them for every past customer, friend, family member and acquaintance that you can think of.  Sound like a lot of work?  It is – but SO worth it.  And I’m not saying you have to do it yourself.  Delegate it – that way you can stick to what you do best – getting face to face with the folks in your market.
  2. Fill in the blanks.  The more RELEVANT you are – the more REFERRALS you’ll receive. So once you’ve customer-appgot the basics down – take note of more personal information about the people in your database.  What do they do?  Where do they live?  What makes them unique?  What else do you know about them that you can reference?  Who’s in their family?  You know the old saying – the ‘devil is in the details!’ The more you know the easier it will be for you to connect with them on topics that are relevant and important to them.
  3. Clean up old records.  At least twice a year go through your database and cull old contacts, and clean up missed or incorrect information. Connect with your database and let them know that their business is important to you and that you’re just doing a little ‘housekeeping’ so that you can be sure they are always kept in the loop and double check their information.  You can even make them a fair trade offer of a free report or certificate of some kind.
  4. Data mine for ‘like’ minded people.  One of the best things an agent can do is to really take a good fsbolong look at what their ‘best customer’ looks like.  Who do you like to work with?  Seniors?  Singles?  First time homebuyers?  Expireds? FSBO’s?  Once you know that – and can determine who you both like to work with and the type of people you have the most successful relationships with – you can data mine to find more of the same.   Find list options for data mining here. 
  5. Add new personal contacts.  As sales professionals we come into contact with new people every day that are potentially great future clients or customers.  Make it a point to add at least one new person per day or five per week to your book of business – more depending on how fast you want your business to grow.  Many agents I know make this database building a positive habit by dedicating one hour a week to the health and maintenance of their list.  Every time they meet a new person at the local Starbucks, networking meeting, business event, PTA, restaurant – even the grocery store and have an opportunity to collect a business card or information – that person goes into the ‘book’ and the nurturing begins!  Some of the best agents spend an hour a week sending a personal note or firing off an email just to say what a pleasure it was to meet and if they need anything – just call.  (Making notes on the back of those business cards or in your phone after meeting a new person will help jog your memory for details when you are entering them into your database at a later time.)  Think about 10 people THIS WEEK you could add if you tried:  Teachers, Bankers, Restaurant Owner/Staff, Accountant, Attorney, Landscaper, Gas Station Owner, Grocery Store Manager…the possibilities are endless!  (If you did that EVERY week you’d be adding more than 500 people to your book of business each year!)
  6. Add past lists:  If you’ve sent out Just Listed or Just Sold postcards and have purchased a list of just sold cardhomeowners contact information who received those postcards – be sure not to forget those folks.  You can add them in and start the process of taking them from ‘prospect’ to ‘member’ of your sphere by building those relationships over time.  Think about this – every time you send a Just Listed postcard with a purchased list – you are adding to your database. But most agents only send that one card, the Just Listed to that list.  Think one list = unlimited opportunities.  Contract Pending. Price Reduced. Just Sold. Listing Inventory.  Check out our new ThreeClickPostcards.com – where you can order your Just Listed/Sold/Contract Pending cards — right from your phone!
  7. SHARE with them.  Direct mail is a great way to ‘touch’ your book of business at least once a month.  From powerful postcards with relevant offers to a monthly newsletter packed with valuable content – staying in TOUCH is the key to staying TOP of mind.  We’ll even help you automate the process with a set-and-forget system that allows you to put your marketing plan in motion and then focus on those personal contacts and the three tasks that are most important in your business:  prospecting, presenting and CLOSING.  Visit www.prospectsplus.com/specials today to learn more about these options or call our team at 866.405.3638 for help deciding what might work best for you, your list and your budget!
  8. Invite them into the conversation.  Savvy agents are firing up their social media strategies on Facebook, Twitter, LinkedIn, YouTube and Pinterest and inviting their community of followers to join in the conversation.  Create a Facebook page for your neighborhood farm and post community information that’s relevant to your buyers and sellers such as school information, local business information, fun facts and more.  Agents are breaking out their iPhones and creating video walking tours of area hotspots, news for the week, reviews of local businesses, types of homes to look for in their area and all kinds of fun and interesting information.  Pinterest has people pinning and posting all about staging ideas, inspirational quotes, homes in the area, community events, blog posts and more.
  9. Follow up.  Break your list up into manageable numbers and commit to follow up calls every week.  Most experts recommend scheduling a daily appointment with yourself to prospect.  Don’t underestimate the value of face-to-face connecting as well.  Community events, school functions, networking opportunities and just being active in the community that you service will help keep you visible, allow you a chance to arrange follow up conversations and ask questions, be the resource people need and you will generate referrals in the process! It can be as simple as letting them know that you are there to help anytime.
  10. Lather, Rinse, Repeat.  Well you get the idea.  Treating your database as the saleable, valuable resource that it is means not putting it away for 11 months out of the year.  Commit to these ten strategies monthly and your career will thrive – and you won’t have to always be wondering where your next commission will come from.

Need help?  Call us at 866.405.3638.  Our team of marketing professionals can help you put your plan in place for success.