Sunday, August 20, 2017

Are YOU Staying Top of Mind?

By Julie Escobar

Put yourself in the shoes of the folks in your sphere and farm.  When they ask themselves, “Who is my neighborhood specialist?”  Or, “What agent should I call to find out about listing my home?” Or, “My sister/neighbor/best friend/cousin is moving into town and needs an agent, who should I recommend?” — Are all of the answers YOUR name?  If not, then you’ve got some work to do to solidify your position as the go-to agent in their minds starting now.  This week our Master Marketing Schedule tip is to send out the Home Equity Analysis postcards from Neighborhood Specialist/Free Offer series to at least 100 new prospects in an area you want more listings.  It prompted me to look at a few different strategies agents can use to always be top-of-mind in their markets with buyers and sellers as THE neighborhood specialist.

First up – where to start? 

Size of sphere or farm: How big of a farm or neighborhood should you market? Denise, a friend of mine from New York kept tabs on a farm of about 5,000 throughout most of her career but then pared that down to 2,500 which includes her sphere of influence when she took over as managing broker. She had this to share, “I usually recommend new agents start building their farm area to about 250, and experienced, full-time agents should consider working towards maintaining a farm of
at least 1,000.”

Karen of Keller Williams in Pittsburgh and her team successfully navigate a database of more than 10,000, and uses a system of referral name recognition to effectively communicate with 500-1,000 regularly. What’s her secret to success? “Never stop marketing!”

Keep in mind you don’t have to start with a 500, 1,000, 2,000 or more – you just have to start! After all, as in wise words of Zig Ziglar, “If we don’t start, it’s certain we can’t arrive!”

How to find the right neighborhood or farm area: If you’re new, pick an area that REALLY interests you, dig in and learn about the community, the people, the surrounding businesses and the culture. Then make it your own and then start expanding. If you’ve been in the business for a while now and have NOT yet begun to build and maintain a working database/customer base – let today be the day you start. Too many in our industry leave with nothing to show for it – don’t let that be you!

Denise shared, “A good starting point is to target a town or part of a town they want to establish themselves in. Get passionate about it – and your connection and commitment to that community. Designate 75% of your efforts to the top 10% of that market share, and then blanket the rest for the lower tiered homes. Once you’ve established yourself in that top 10%, then everyone knows your name.” As with any effective branding effort, becoming the neighborhood specialist means you have to jump in with both feet and commit to being the resource for those consumers who make up your target market. Not just to gain their business, but because you believe you are the best person for the job and able to provide a level of service like no other. You have to be genuine. If you’re not authentic in your purpose, it shows and especially in today’s market, people don’t want, nor do they have to work with people who are less than the real deal.

To easily create mailing lists for the geographic farm areas you are interested in, take a look at our MapMyMail tool which allows you to search over 128 million records easily and download a list cost-effectively at just 8 cents per record.

Secondly – what to send?  free offer hea

What you send is up to you, but it too should be consistently branded and consistently sent.  Let’s take a look at what is currently trending with top agents across North America:

  • Neighborhood Update/Free Offer postcards:  They give stats that people love, plus add a direct response component.content cards 2
  • Listing Inventory Series:  Agents love these because they are a great way to shake out the sellers who may be interested in listing NOW or in the near future.  By sharing that you have qualified buyers who are ready, willing, and able to offer a great price for homes sooner rather than later, you can capture the attention of potential sellers.
  • Content cards:  These are powerful, in that dominator 3they contain tons of content on timely topics and are likely to be kept – and shared by consumers.
  • The Market Dominator: This 12 x 15 piece is cost effective, leverages the Every Door Direct Mail system, and has 100% impression because of its size and direct response content.

Next, how often?

Be Consistent:  “Staying top of mind doesn’t have to be rocket science, but it does have to be consistent,” shared Real Estate Coach Judy LaDeur.  “Sending something in the mail each month is a great way to stay positioned in your market.  It’s funny how many times you see agents who are frustrated because their friend or neighbor has listed with someone else, when the truth is, that it is up to the AGENT to ensure that those friends, neighbors, acquaintances — and the folks in their geographic farm are thinking of them as the real estate specialist.  To do that takes consistent contact.”  Coach Dirk Zeller backs up the idea of consistency: “The key word to success…CONSISTENT.  Whether you are trying to lose weight, increase your business, or create wealth, the secret sauce is consistency.  Most people are not consistent enough to let the law of averages create the win for them.  They need help in being consistent and that is true in all areas of their business and life.  The law of averages connects with the compounding effect of consistency to create a greater return and a compounded return over time.  Let me illustrate in money terms.  If you put $3.83 a day away from the time you turned 20 until age 65 and received high single digit interest rate return by age 65 you would be a millionaire.  The only hard part is doing it every day for 45 years…the rest is easy.  Would you trade a vanilla latte a day for a million bucks?  To be consistent in marketing you need a system in place that can create and send the pieces of marketing that have value to your client base or focus base.  You can’t do it alone because, as an agent, it’s too easy to get busy and it doesn’t get done.”

Have Some Fun With Your Marketing!

Get Creative:  I am always thrilled to see agents putting best practices into play, showing true tenacity and taking a walk on the creative side! When it comes to building trust, increasing your image, and really getting to know the community members in your farm, little things really do mean a lot. In addition to our monthly mailings, many savvy agents actually ‘walk the farm’ about four times a year with a gift, a giveaway, or door hangers, and use this time as a chance to meet and talk to people one-on-one. One agent even shared with me that she tucks the Neighborhood Update Postcards into those neon colored plastic sand shovels she gets from the novelty store with a note saying, ‘here’s the scoop from your 110% Realtor!’ How fun is that?  It’s important to just get out there, have fun, be creative and meet the people!”

Event marketing is another great idea.  Holding buyer’s and seller’s workshops is another great way to offer valuable information to your farm area and get tremendous results in return. Some agents even host them monthly on different real estate topics. We have invites that make getting people there easier!

Ask for leads: Another friend and longtime agents Tony from Tampa shared this tip:  “Work with those people other agents are unwilling or unable to work with. How many agents do you know that DON’T follow up on open house leads? Offer them $100 for every lead that turns into something. It’s a great way to build your business, and make sure that the customer is getting the service they want and deserve!”

Community events: Consider helping out at community block parties, firework celebrations and more. Send out newsletters that offer ideas and solutions people can use as well as present yourself as the expert they can turn to with current, relevant and timely information each and every month.

Now get out there and start branding yourself as the turn-to agent in your neighborhood of choice so that next time someone is asked, “Who’s your neighborhood specialist?” They’ll know EXACTLY who to name!

Need more help building your business or making a name for yourself in your niche of choice? Visit www.prospectsplus.com today and tap into a wide spectrum of solutions, resources and training that can help you thrive in today’s market.

 

Putting all the Pieces in Placepp puzzle

by Julie Escobar

Sometimes it’s easy to get overwhelmed as a busy agent. You’ve got LOTS of plates spinning and you can get stretched a little thin trying to be ‘all things to all people’.  The thing is, that all things strategy is a recipe for burn out and stress.  Instead focus on the RIGHT people for you.  Who do you ENJOY working with?  Who do you WANT to connect with month after month?  Then put the tools, marketing, strategies and plan in place to work with more of THOSE folks, and less of the ‘everyone’ you may have been chasing.

Why?  Well, first of all we’re better when we are in our own element. Working with the kind of people we are in sync with.  Second of all, just like anything else – the more you work with specific niches, the more skill you have at knowing everything that might come your way with those buyers and sellers and exactly how to deal with those.

Here’s what’s also cool:  We can help.  Our marketing tools are created by real estate professionals for real estate professionals. We’ve been in your shoes. We keep our eyes and ears on the market and deliver what you need accordingly.  Many of our customers say that brings a sense of relief to them as they know right where they can get what they need, at a price they can afford.

Here are a few examples: 

Luxury Home Marketing:  Love to work with high-end sellers and fabulous, luxury properties?  Who could blame you?  Having beautiful high-end property portfolios that are simple to create and cost-effective is simpler than you might think.  We’ve done it all for you with coordinating materials.  Check them out here…

FSBOs and Expireds:  These turn-to niches are a staple for most real estate pros, especially when they are eager to ramp up their listing inventory.  We’ve developed entire kits to help you market them effectively and affordably complete with postcards, free reports, and brochures.  Pick which one works best for you!  You’ll find them here – FSBOs & Expireds. Remember, the key is at least three-five contacts with these potential sellers and follow up with phone calls!

First time home buyers:  This is a great niche for a lot of agents, especially newer agents. Sometimes first time buyers seem a little less intimidating!  With interest rates low and home prices on the rise – now is the time for renters to invest!  Here are some great postcards to get you started.

Geographic farm or neighborhood niche:  We recommend all agents stick close to a sphere of influence AND market to a geographic farm.  Two of our most popular marketing tools for this is our Neighborhood Update/Free Offer Series of postcards, and our Market Dominator. Over time, with consistency, you can ‘own’ those neighborhoods in terms of loyalty and market share.

Matching your marketing to your market is one of the smartest things you can do to ensure the success you desire.  When your marketing speaks to the demographic specifically, you have a better chance of finding the hand-raisers who will pick up the phone.

Here are a few other niches you might try on for size:  Seniors, Investors, Short Sales, Foreclosures & REOs, and Property Management.

Whatever your target market is, we’re here to help.  Be sure to bookmark our Specials Page for money-saving promo codes and call us if you need assistance at 1.866.405.3638! 

New Digital Magazine Filled With Tools for YOUMaster Marketing Magazine

by Julie Escobar

We’re thrilled this week to introduce you to the digital, online version of our all-new Master Marketing Magazine which started hitting mailboxes all across the nation last week.  The reviews and comments are coming in fast and the word on the street is that it is already being recommended as a tool agents can count on as they put their marketing in place to hit this year strong.

With 67 pages filled to the brim with strategic content, creative ideas, and tools you can use – you’ll want to be sure to get your copy as well!

Here are a few of the featured articles: 

  • 15 Facts About Every Door Direct Mail
  • Handling Objections (Like a BOSS!)
  • Putting the “Influence” Into Your Sphere
  • Gearing Up for Expireds
  • How to Track Your Marketing Results
  • Help Me Help My Agents (For Brokers and Managers)
  • Understanding the Value of Your List
  • The Market Dominator
  • Master Marketing SUCCESS Strategies
  • Just Listed/Just Sold Postcards:  NOT Just for “Old School” Agents
  • Four Tips to Building Your Listing Inventory
  • Five Ways to Use Done For You Content

And so much more…

How do you get YOUR copy?  If you are already a registered member of www.ProspectsPLUS.com, you should be receiving your copy in the mail very soon.

If you’re NOT yet a registered member of www.ProspectsPLUS.com – sign up today for your FREE account and we’ll send a copy right out to you!  There’s no cost and you can start using your account right away!

Ready to start reading NOW?  Click here to read (and bookmark) our Digital Master Marketing Magazine today!

To help celebrate our new publication, we are also hosting a fun, interactive Sweepstakes – where YOU could win a $250 ProsectsPLUS.com Gift card!  Find us on Facebook and click the Sweepstakes tab to enter! Winners will be drawn February 16th! Enter as often as you like, and share the sweepstakes to earn MORE chances to win! Click here to enter! 

We’d love to hear from you!  Leave your comments below and let us know what you think of the magazine! 

Your Webinar on Demand

We had a great webinar this week, with a terrific turn out of REALTORS eager to go ‘all in’ to learn what it takes to dominate a geographic area as they head into 2015.  Great content and vision was shared by National Speaker Todd Robertson.

In fact, I loved this quote from the presentation, “Realtors who consistently achieve success have a strategy. They seem to be working smarter, better and faster then everybody else. If we can uncover those strategies and sow the same seeds, we can reap the same rewards.  We at Prospects Plus have spent over 20 years examining Realtors in the top 7% in the nation to extract and share what makes them so effective.  The key however is simplicity.  Complexity is the enemy of execution.     If we can take a concept like “Farming”  simplify it with modern technology and little work on the Realtors part . . .people know the game is winnable.    This is the essence of what we are able to accomplish with the Market Dominator.”

We’ve had a flood of emails asking for it on demand – so here it is!  We’d love to hear your thoughts!

Need more information?  Email us today at pmc@prospectsplus.com, or visit our site www.dabbleordominate.com.  

Change Paves the WayChanges ahead

By Julie Escobar

As more and more agents get on board with putting the systems in place they need to CONSISTENTLY connect with the folks in their geographic farm, I sat down with Todd Robertson, who is in the field teaching agents the tools they need to succeed every day.  He shared what’s new with the Market Dominator System and why change is paving the way for powerful opportunities for agents eager to develop a 20% market share in a specific area.

Q:  Todd, a lot of agents are doing things right in this market and that’s great.  But most are just not doing those things consistently. Can you talk about the importance of consistency in staying top of mind?

A:  Yes, most agents know they need to saturate an area and that marketing is a key component to success.  But often times it’s not fun, or sexy — and unless immediate results set in, most agents fade away.  That can be GREAT news for you however.  Because it’s the exact reason why it is easier than ever before for a REALTOR to effectively separate themselves from the competition.   Meaning, once an agent puts in place a one, two or even three year marketing campaign in a concentrated geographical area in place they can:

  • Brand themselves as a local celebrity of sorts – THE turn-to agent in an area
  • Work SMARTER: Agents with systems don’t have to work has hard as those whose primary focus is chasing new business
  • Make way more money

Q:  You’ve made some changes to the Dominator System– tell us about them and why agents Real Estate Market Dominatorare liking them?

A:  Yes, in terms of changes to the Market Dominator it has been incredible for both the agent and the homeowner (the agent’s future listing).  For the Realtor, we have made it much easier for them to get out their monthly edition.  On the front is a new article each month, powerful info-graphics with the kind of content that consumers are hungry for in today’s market.  We’ve also added additional agent branding formatting, and as always call-to-action direct response offers throughout that help get the phones ringing.  On the back, we’ve included more plug-and-play articles, direct response offers, and powerful content. Now, the agent doesn’t have to change a thing if they don’t choose to.  It’s all done for them. For that 10% of agents that do want to add their touch, there are panels that are simple to make those adjustments in a matter of minutes such as a panel for current listings, and one for local market statistics.

The homeowners love it because it is visually very appealing, has great, relevant, timely content that answers some of the top questions in consumers’ minds today.  It’s non-threatening, non-aggressive way.  It’s designed to position you as the area expert, keep your name top-of-mind, and connect with the information people want and need in a consistent, branded manner.

Q:  What do you think agents are looking for in today’s marketing? 

A:  What agents are looking for in today’s marketing is a marketing piece that is 90% automated.  They are busy, and focused – so they want most of it done for them.  Yet most want the ability to make a change, add their own details if they choose to.  They also want something that’s affordable enough to stay with it month-after-month.   With the Market Dominator we are actually able to give the Realtor the biggest most impressive marketing piece in the industry, with the best possible return on investment.  Most recently we have acquired a National Marketing Partner who has committed to help 50 agents reduce their marketing costs.  Their commitment is 1/3 of the total cost of the program, for the privilege of sharing 1/3 of the back of the marketing piece.

Q:  That’s awesome.  Todd, if you had to give your best advice to an agent eager to build market share in a specific area what would it be?

A:  That’s an easy one!  In the past “farming” to become the branded agent in an area was challenging. There really was really no easy way to get out a monthly mailer consistently without a lot of time, money, and energy spent.   Today, we can help agents automate the process.   By utilizing Every Door Direct from the United States Post Service and a national marketing partner it becomes a win-win-win.   The one missing ingredient however is the duration of the campaign.  I would say whatever the agent does, make it a two year campaign.   Imagine a Realtor has an impressive two year marketing plan in place.  In addition, he or she hosts aggressive open houses in that area, puts a just Listed/Just Sold program in place, and stays focused on the three things that are closest to their bottom line results: prospecting, presenting, and closing.  That’s powerful.  And it’s the track that will help them earn a 10% market share the first year and at least a 20% market share the second year. WITHOUT chasing new business.  That’s the goal.  Our goal?  Is for every salesperson we work with to have more fun in their career because they are using systems that make it simple to drive business – AND help them keep balance.

Thanks Todd!  For those of you interested in learning more about the Market Dominator System, head over to www.DabbleorDominate.com to see why this program is fueling momentum across the country. 

As always, happy listing.  If you need us, we’re here to help.  Call our marketing team at 8/66.405.3638.