Friday, December 15, 2017

Left in the Year — How Will You Spend Them?

by Julie Escobar

We are more than halfway through the year. Just better than two hundred days left. What you do now will determine what kind of holidays you’ll have. Whether you’ll hit those goals you set in January. Whether you’ll finish strong and kick off the new year with ease. So, what’s it going to be? Let’s take a look at some ways you can get back on track or keep on track:

  1. Review your SMART goals weekly. Create a means to measure where you are in relation to your goal. Use a chart, a checklist, or an integrity partnership to review your progress. When you wait months or an entire year to review – it’s impossible to know whether you are on track or off. Top agents always know their numbers, always have a visual of the goals that they are passionate about and are always re-calibrating their time, tools, training and activities to ensure they achieve the goals they set.
    • Specific
    • Measurable
    • Achievable
    • Relevant 
    • Time bound
  2. Get out of stealth mode. The idea that the business will just come to you in today’s market is false. There is considerable competition so get out from behind the desk or computer and get out into the markets in which you want to build market share. Knock on doors. Meet the neighbors. Leave branded collateral pieces at local professional offices and waiting rooms where possible. (Think doctor’s offices, car dealerships, etc.)  Host events. Ask questions. Sponsor sports teams. Donate the bounce house at the neighborhood event. Show that you are the face of real estate in your area.
  3. Reach out to your sphere. If you’re not touching base with everyone in your sphere at least twice a year, then you are leaving money on the table. We know statistically that one in twelve will result in business or referral every year. But NOT if you don’t stay in touch. Many agents use holiday cards every month with a message on the back to keep connected. Others choose newsletters or content cards as a monthly “touch”. Whatever you choose, be sure you are consistent. It’s one of the best things you can do to build and grow your referral base.
  4. Never neglect your neighborhood farm.  Your competition won’t be and they’ll take market share wherever they can find it.  If you’ve got an area that you want to dominate in, consider our Market Dominator system, or using the Listing Inventory Series to stay in touch every month. Top of mind awareness is crucial in today’s market. Attend every neighborhood function and be sure you are walking your farm with content-rich collateral at least twice per year.
  5. Add at least five people to your marketing list per week.  Always be in networking mode and always look for ways to grow your database and sphere. Committing to adding five people per week means you’ll add 260 to your sphere. To help you put that in context, I used our SOI calculator to show you what that looks like. I entered $200,000 as an annual goal, and an average commission of $6,000 – which told me that to realize that goal I’d need 33 transactions. Using the national stats that 66% of business comes from an agent’s SOI, I calculated that I needed 264 people in my SOI to realize my goal.  You can calculate how many you need here. 
  6. Be consistent. I can’t stress this one enough. One and done marketing has never, ever earned anyone a good living. If you’re not touching base monthly or at least quarterly, you are leaving the door open for your competition to create the top of mind awareness that you could be earning. That’s like handing away future commissions to other agents. To succeed at high levels, you’ve got to stay on top of your marketing game and stay present in your market place. Using smart time management and done-for-you marketing tools can help.

Remember we are here to help. Our company is steeped in real estate experience and we train our marketing team to know exactly what agents just like you need to succeed and excel. We want to help you make the most of the last 200 days of the year — and every day after that as well. Visit www.prospectsplus.com today or call our team at 866.405.3638 to learn more. 

How to Add Ten Extra Transactions Per Year

By Todd Robertson

We know that for a lot of agents, prospecting is PAINFUL.  It’s also the one factor that will keep so many from succeeding.  Why?  They fear it rather than embracing that prospecting is just part of the process.  Every “no” brings you that much closer to a yes.  Every conversation brings you that much more involved in building a relationship with the people in your sphere and farm.

That brings us to the point of today’s article.  Hunting and farming.  There are really three ways you can drive business in real estate:

  1. Wait for it. How many agents do you know who are waiting for the phone to ring? Someone to walk through the door? Or a call from a sign or ad?  Certainly the least pro-active means of getting business and one that will never take you far in this business.
  2. Buy it. Some agents choose to buy the business, using internet leads, ads, and billboards – then WAITING for them to generate interest.
  3. Put a system in place and actively prospecting. In a competitive market such as we have now, this is the only sure way to generate consistent results and income.

The best agents in the world want to get to the point where they do three things extraordinarily well and delegate most of the rest to others. Those two things are prospecting, going on appointments or presenting, and closing.  They also know to get to the top in their markets and stay there they have to be BOTH hunter and farmer.

Hunters aggressively, consistently seek new business and generate leads. They know how many contacts they have to make each and every day to hit the numbers that will take them closer to their goal. For some it might be five live connects with people per day. For others the number may be closer to ten or twenty.  That’s actively reaching out to people such as:

  • FSBOs
  • Expireds
  • Sphere of Influence
  • Business network

Farmers, by contrast, let a system do the work and consistently “touch” the folks in their geographic farm, as well as their sphere with timely, direct response marketing tools every 21-45 days.  When that happens month after month after month, you create the kind of top-of-mind awareness that keeps your name at the forefront with people so that when someone IS ready to buy or sell or knows someone who is, it’s YOUR name they know to call.

What happens when you put a campaign in place, a system in place and never waiver from it, you create opportunities for additional business. You also have a better life, because you know you’ll have business and referrals coming in.

I know agents who are strictly hunters. They are always chasing new business and have never taken the time to cultivate a farm area. I can tell you for a fact that they lead more stressful lives.  They have no idea where the next deal is coming from, or when the next closing will be.  That’s a hard way to go and a tough way to earn a living.  Farmers can count on business coming in. And top agents? They know that their marketing engine, coupled with their hunting skills will generate the number of transactions they need to hit their goals.

The truth is less than 5% of agents own a 20% market share in their areas.  LESS than 5%! What that should mean to you is that there is a lot of opportunity in some geographic areas, or neighborhoods in your market that you should absolutely systematically reach out to starting now if you want to be the agent in your area to defy that statistic.

They key is to have a consistent system in place. That’s why agents love the Market Dominator system.  They don’t have to think about it, worry about it, or do anything. It’s all done for them.  They know every month a 12×15 marketing piece is sent out using Every Door Direct Mail, so that it literally gets in every single door in the geographic area they want to saturate and earn that 20% market share.  Knowing that their marketing is working on their behalf, generating that top of mind awareness, branding them in the market place, and creating opportunities for new business takes the stress off of them.  They put that piece of their business equation in our capable hands so they can then focus on doing those three things we talked about earlier – prospecting, presenting, and closing.

I’ll give you an example.  I got a call last week from a young lady who called and said, “Todd, I get it, I get it!”  I wasn’t sure what she was talking about until she explained that three months ago she got a Market Dominator in the mail and said she thought at the time – WOW, this agent is stepping up the game.  She didn’t think much of it though she shared, because most agents are “one and done” marketers.  Then she got another one. Then this month she got a third. She said, “That’s it – where do I sign up? This guy is taking my market share!”

The thing is that the Market Dominator is exclusive to the agent based on carrier routes.  So that agent will continue to take market share as long as they stay in the system.  She of course, chose another route and is on her way now to dominate a geo farm of her own.  We had another agent call as well who was farming an area, then stopped.  Another agent swept in, claimed that same farm area and started a consistent campaign and started, of course, generating the listings in that area.  The agent that quit was upset to lose ground, but realized that if he had stayed with it – those listings would have been his.  The truth is that results don’t usually ever come from the first “touch”. They happen when you consistently stay in the game, and usually well after the 5th, 6th, or even 10th contact. That’s why it’s important to have a campaign and system that you can count on to not lose momentum.  Left to our own devices sometimes, we get busy right?  We shift our focus. And the ball gets dropped.  Market Dominator customers don’t have to worry about that.  We do the heavy lifting. They focus on prospecting, presenting and closing.

If you’re ready to have a better life – I challenge you to be BOTH hunter and farmer.  As a hunter, make those weekly phone calls, reaching out to the folks in your market that can help you generate quick leads and listing opportunities.

As a farmer, I encourage you to put a system in place like the Market Dominator so that you are cultivating a geographic farm that will, in time, allow you to own a 20% or more market share that will indeed be worth five, ten, or more additional transactions to you per year.

If you want to learn more, give me a call at 702-683-1967 or email us today.

Need help building your collateral materials, sending Just Listed/Just Sold postcards, finding the right free reports for your buyers and sellers, or building a better brand for yourself?  

Visit us online at www.prospectsplus.com or give us a call today at 866.405.3638.

 

 

To Drive Credibility and Customers

By Julie Escobar

Now with 65 different card choices, agents can’t seem to get enough of our powerful Content Card series. There are so many versatile ways of using them.  And in a world where ‘content is king’ – sometimes it’s just really nice to NOT have to come up with your own-right?

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 information 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.
  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 leaves 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 (and you can send them the pdf you’ve downloaded!

Get started today and kick your fall 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!

In Step with VIP Broker Cindee Cullingford

We often interview agents with success stories, but this week we had the awesome opportunity to share an interview with one of our power brokers who uses smart marketing tools to help her agents succeed at a high level and brand her business throughout her market.

Here’s what we learned…

Q:  Thank you for agreeing to our interview. Can you first tell our readers a little about yourself?

A:  I am a small-town girl with a big appetite to succeed!  I am the youngest and only girl with three older brothers, and I adore each one for different reasons.  I lost my middle brother in Vietnam when I was 14, so I believe that shaped a part of me for the rest of my life.  I flew off to one of the biggest cities when I was 18 years old.  I moved to Los Angeles, California with the blessings of my family.  I never looked back. Real Estate is actually my third career.  I was excited to join the Real Estate industry back in 2004, and continue to learn every day.

Q:  As a Broker/Owner, you’ve probably waded through many different marketing options, can you tell us what attracted you to ProspectsPLUS!?

A: Boy, have I!  I actually used ProspectsPLUS! many years ago, but stopped mailing postcards as so many agents tend to do.  When I opened my Brokerage, Coral C’s Realty & Property Management, LLC. just 4 years ago, I started receiving emails from your team?  The Just Sold postcard was completed for me and all I had to do was approve it and click “OK”.  So, it was Ramona and the ease of use of the postcards.

Q:  I know you offer Just Listed and Just Sold postcards to all your associates, which is awesome. What has that meant for you in terms of company branding, agent retention and recruiting?

A: It is in my best interest to make sure each of my Sales Associates mail out those important Just Listed and Just Sold postcards to keep my branding (and their business) alive.  So, I made the decision to include 100 postcards, complete and mailed out for each Sales Associate every time a home is sold or listed.  This is a great incentive to offer new Sales Associate for a small amount of money.  Even the seasoned agents find it a great tool and stay loyal because of it.

Q:  What advice do you have for agents eager to compete in this busy market?

A: Take every advantage offered to you in the way of marketing, but STAY consistent when you start farming.  ProspectsPLUS! offers a variety of inexpensive ways to keep your name in front of everyone that needs real estate assistance.

Q:  Can you share what’s working for your associates in terms of staying top of mind with their sphere and farm?

A: I can honestly say that all of my Sales Associates at one time or another have said “Thank you” for including the postcards in our Sales Package.  But more importantly, they have each had responses back from owners wanting us to list their home because they received our postcards.  The other awesome way to stay in touch with clients is to pick up the phone and prospect at least 5-10 people a day, five times a week.

Q:  Any fun ideas you’d like to add for agents or brokers for staying ahead of their competition?

A: Keep your sales associates happy because they are your bread and butter.  We spend considerable time inside and outside of the office together.  We love getting the agents and their spouses together for comedy night.  I know we have all heard of the “team environment”, but we actually have one.  If an agent can’t show for any reason, another agent will step in and assist.

Q: How can our readers connect with you if they have referrals they’d like to send your way?

A: We are always available for referrals! Coral C’s Realty office number is 321-613-5605.  We are on Facebook, Twitter and LinkedIn.

Thank you so much Cindee! Your advice has been awesome. If you’d like to learn more about sending postcards for your team as a broker, or how to stay consistent and out front of your competition as an agent visit www.prospectsplus.com today or call our team at 866.405.3638.

 

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!